Soft Skills: The Difference between Leading and Leaving the Advertising Industry?

Abstract

Soft skills, such as communication skills and professionalism, have been shown to be important for entry-level positions in advertising. The skills measured in previous research have varied and lacked definition, thus no consensus has formed over the particular soft skills that are most vital in the industry. This quasi-ethnography is based on data from six advertising agencies and examined the specific soft skills needed. Findings suggest the most vital soft skills in advertising are those in critical thinking, persuasion, interpersonal communication and presentation. Implications for educators and practitioners are discussed.