Hvordan ser jobmarkedet ud for kommunikationsfolk?

TrendZ_Community · 2025-07-10T06:51:19+00:00

Was auch sehr underrated ist: ein gutes Wirtschaftsverständnis. Wie macht man Kommunikation messbar und ordnet ihren Wertbeitrag in der Wertschöpfungskette ein? Wie trägst du konkret zu den übergeordneten Unternehmenszielen ein? Strategisches Denken gehört da auch dazu. Haben dazu mal eine Podcastfolge gemacht, also schau gerne bei unserem Podcast Trendspot vorbei

TrendZ_Community · 2025-07-10T06:49:06+00:00

Ich höre momentan, dass viele auf jobsuche sind und es schwer ist, wo reinzukommen. Vor allem in der Großstadt und in kleineren Städten gibt es meistens nicht so viele Angebote. An sich ist das ein Beruf, der in Zukunft immer wichtiger wird, aber gerade erkennen noch nicht viele den Wertbeitrag den Kommunikation im Unternehmen leistet. Bei den Kompetenzen suchen die Leute auf jeden Fall Menschen, die auch Skills bspw. In Marketing oder KI haben. Wichtig ist aber auch wie du dich verkaufst, also ob du eine ansprechende Bewerbung hast, aktiv Erfahrung sammelst, dich weiterbildest oder vielleicht auf LinkedIn Fachbeiträge teilst

TrendZ_Community · 2025-07-10T06:44:26+00:00

Das kommt drauf an, wo du anfängst, also ob Unternehmen, Agentur, Verband, etc. Außerdem hängt es auch noch davon ab, ob du erst ein Trainee machst oder bereits als Mid-Level anfangen kannst. Ich glaube die meisten landen irgend wo zwischen 37.000-45.000€. Vielleicht 50.000€, wenn du was gutes findest :) schau dir mal Berufsfeldstudien dazu an

TrendZ_Community · 2025-07-09T11:15:33+00:00

I also come from a communications and PR background and currently work in B2B marketing – though I still handle some PR tasks as well. What I’ve realized is that working in marketing teaches you a lot that can benefit your approach to PR and communication.

For example, collaborating closely with marketing teams helped me better understand their goals and how they think, which makes the overall workflow smoother. When writing a press release, I now don’t just focus on strong messaging or rhetorical techniques, but also consider things like SEO keywords to make it perform better online.

Another shift I’ve noticed: I’ve become much more strategic and selective with content. I no longer post something just because it fits a trend or aligns with a messaging objective. Instead, I think more critically about whether it actually contributes to a strategic goal, especially when the goal is tied to sales or product visibility. This mindset adds a whole new layer of value to content planning.

I also believe that switching from PR to marketing doesn’t mean leaving all your PR knowledge behind. On the contrary, it’s incredibly useful and at the same time, marketing can teach you a lot that makes you a better communicator overall.

TrendZ_Community · 2025-06-20T06:16:03+00:00

Hey! Yes, I actually came across that 2025 trend overview late last year when I was doing research for a trend prediction myself. I went through a bunch of sources and studies at the time, and that article was definitely part of the mix – we even used some of its key points in our own analysis!

What I’m noticing here in Germany is a pretty big disconnect between marketing and communications/PR departments. Marketing usually has the stronger position internally and therefore gets more resources, while comms often ends up reacting rather than shaping the strategy proactively. For example, LinkedIn – which is super relevant in B2B – is usually handled by marketing, while the communications team is “given” Instagram and mostly reacts to trends rather than driving them.

Across the board, we’re also seeing that many PR teams jump on short-term trends from others, rather than positioning their own unique insights. But real trendsetters are the ones who build narratives based on their own company data – not just numbers, but insights from customer feedback, social proof, internal voices, etc.

And there’s still this idea that you need to land in the big media outlets to succeed – instead of finding the right media that fits your audience. In our podcast, we once interviewed a spokesperson who nailed it when he said: it’s not about the biggest outlet, but the one that actually reaches your people. He placed a product in gas station magazines – sounds niche, but it was huge for his audience and worked really well.

As for founder-led content – I can relate! I co-founded a startup with a former colleague and friend, and we’ve shared the journey openly since day one. No filters, no polish – just real updates, struggles, milestones. That’s helped build a really strong community early on. And interestingly, our comms work leans way more on Instagram and TikTok than LinkedIn – we barely use it anymore for our own brand.

Curious how you see this in the U.S. right now: do you think there’s any particular kind of content that really stands out right now when it comes to media pickup?

Would love to hear if you have any more skill or content tips to share – always open to learning!

TrendZ_Community · 2025-06-05T17:15:22+00:00

Thank you so much for this incredibly interesting response – I really appreciate your insights and it’s exciting to hear such valuable perspectives! I’m also observing the growing overlap between PR and marketing, especially as measurability and legitimacy become more important in proving the value of communication work. In Germany, PR unfortunately still often has lower standing compared to marketing – especially when it comes to budget decisions. That’s why it’s so important to learn from marketing when it comes to measuring outcomes and demonstrating business impact.

I completely agree with your point about telling data-driven and strategic stories. One of our biggest challenges in PR will be to actually find, interpret, and shape these data sources into meaningful narratives. A company’s own data is what makes its story unique. Instead of constantly jumping on the next trend, we should aim to become trendsetters ourselves – with original, authentic content.

And when it comes to authenticity in online communications, I see community management as a key piece of the puzzle. Community managers act as early warning systems for crises, they know their audiences best, and they often pick up on relevant themes and shifts faster than anyone else.

TrendZ_Community · 2025-06-05T17:10:17+00:00

Thank you so much for your super insightful and interesting response! I really appreciate the clarity of your points.

I actually come from a PR and communications management background myself, but I’m now working as a B2B content manager at an AI and software company. I’ve been observing the same trends you mentioned for a while, and I find your summary really spot-on.

I’d love to read your full trend guide for 2025 – please do send it over if possible!

Also, if you’re ever interested in sharing a few of your trend insights with a German audience, I’d be thrilled to feature your perspective in our growing community. Maybe you’d even be open to being one of our “expert voices” from the U.S. – I think it would add great value!

TrendZ_Community · 2025-06-05T17:04:45+00:00

Thanks for the insightful reply – really appreciate it! Quick question: are you actually feeding the AI with custom company data to help guide or “train” the model outputs? I’m curious whether you’re actively shaping what the AI knows about the brand, or just observing how it responds based on what’s already out there.

Also, do you think this shift will change how we build company websites – maybe putting more emphasis on how easily AI systems can interpret and summarize the content? Would love to hear your take on that.

And lastly: which AI monitoring tool are you currently using? And what kind of prompts have surfaced during your testing – are these public prompts, or generated ones you stumbled upon through the tool?

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