Job ads are meant to capture the daily responsibilities of the position, as well as let candidates know the skills and qualities the right candidate for the job needs to demonstrate from the employer’s perspective. While Aupperle and Grzeslo (2020) studied job ads of legacy media stations, Deavours and Grzeslo (2020) were among the first to explore local broadcast television station job ads. Yet, after the “Great Resignation” following the COVID-19 pandemic, as well as recent technology and business model changes, researchers need to continue to update and monitor the rapidly evolving needs of local newsrooms. This study seeks to provide insight through a content analysis of job postings from U.S. local television stations, exploring the experience, skills, and experience requirements necessary to be competitive in today’s market, while also looking at how companies are working harder to attract talent. Using the theoretical lens of skills theory of leadership, the study also provides insight in hiring differences in station ownership, market size, and position type. Through content analysis of 349 job ads from 21 local news Designated Market Areas, findings suggest the field is embracing more convergent, digital reporting tactics, while still emphasizing the foundations of broadcast writing and visual storytelling. However, some of the most dramatic shifts in the industry toward innovation, emerging media, digital legal and ethical skills, and diversity are not reflected in job ads, creating little guidance for individuals and educators on how to prepare for an ever-changing job market. © 2024 Institute for Media and Communications Management.
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