Abstract
In a work context characterized by a shortage of talent, to know pre-professionals’ work attitudes, during the anticipatory socialization process, could promote job retention for future graduates. Given the centrality of the advertising industry in the Knowledge Society, it is important to understand that one of its defining traits, moreover, common to other fields in the services sector, is that its production, non-physical or immaterial, depends on people. Therefore, in light of these evidences, we can say that human capital is nuclear for the competitiveness of the advertising industry. The overall objective of this paper is to explore the work expectations of a sample of 350 advertising undergraduate students. In addition, to ascertain if the students’ expectations of professions specially linked to the Knowledge Society (as is the case of advertising) are tied to a particular idiosyncrasy of it takes part of a generational trend, we analyze the work expectations of other university students. The results suggest that socialization process is related to individuals’ work motivations, so depending on what you study, your work expectations differ. The analysis by gender shows that socialization process may intervene in the sexual composition of the horizontal structure of advertising. If in the advertising industry women are overrepresented, among others, in the research department and the man does the same in the creative department, our students take this sexual distribution from university classrooms. In this situation one might wonder whether the sector's horizontal segregation begin to develop during the college stage and through what mechanisms (sexual or professional).
Highlights
In a work context characterized by a shortage of talent, to know pre-professionals’ work attitudes, during the anticipatory socialization process, could promote job retention for future graduates
Y dado que se han detectado discrepancias en las motivaciones laborales de hombres y de mujeres, cabría reflexionar en qué medida estas diferencias son sexuales y en qué medida responden a estereotipos de género
(Para estudiantes de publicidad) ¿Dónde te gustaría trabajar?
Summary
Con la disminución de la tasa de natalidad y el consecuente envejecimiento de la población, entre otros factores, han provocado una escasez de talento en el mercado de trabajo. Una de estas prácticas consiste en asegurar que existe un buen ajuste entre los valores de los empleados y los valores de la empresa (el “person-organization fit”), especialmente, durante el proceso de selección laboral (Van Vianen, 2000). Conocer las actitudes hacia el trabajo adquiridas por los pre-profesionales en la etapa de socialización laboral anticipatoria (durante el periplo universitario) y antes de su incorporación al mercado de trabajo, pueden resultar elementos cruciales para el establecimiento de un ajuste temprano entre el potencial egresado y su futura carrera laboral
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