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This paper analyses insurance companies’ online communication to potential occupational changers into sales by a qualitative content analysis of corresponding online job advertisements. Since the addressees do not know this job in detail, a realistic job preview was expected. In the structuring part of the content analysis, the main categories of the online job advertisements were determined first, after which the summarizing part shows the contents in a first and second reduction. It turns out that neither the tasks nor the requirements or compensations are described sufficiently to enable potential candidates to assess their interest or suitability.

Communicating a Sales Job to Occupational Changers: A Qualitative Content Analysis of Online Job Advertisements