Employer and Employee Expectations in the Digital Advertising Sector: Harmony or Disbalance
Author : Ucha Gogidze 25/12/2025
Article ABSTRACT
Over the past few years, communication and mutual expectations between professionals and employers in the digital advertising sector have become a pressing issue. The Georgian market, as part of a developing economy, is still in the process of establishing digital marketing standards, which often leads to the conflation of different job roles, misunderstandings, or the setting of inappropriate requirements. The rapid development of Artificial Intelligence (AI) further exacerbates these challenges and creates new demands, which are discussed in the article at a hypothetical level. Our article aims to analyze the classification of digital advertising positions in Georgia and to compare the expectations that employers and employees have of each other. The article is largely based on the author's own research, Ucha Gogidze's 2023 study, "Classification of Digital Advertising Activities - Demands and Offers from the Business Side," which was conducted within the framework of a doctoral program in Business Administration at Caucasus International University; updated data and assessments have been added for this article. In conducting the research, professionals from the digital advertising field were surveyed, and vacancies posted on leading employment websites (HR.ge, Jobs.ge) were analyzed. It is confirmed that the market lacks role standardization. As a result, businesses, particularly in the small and medium-sized enterprise segment, often combine multiple specialized functions into one, often overloaded, position.
Key words: Digital advertising, Labour market in Georgia, Role conflation, Artificial intelligence (AI), Marketing
Article DOI: https://doi.org/10.55367/THGL8973