Professional Identity in Flux: Preliminary Analysis of the Evolution of Communication Roles on LinkedIn

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Rhetoric and Communications, Issue 62, January 2025, ISSN 1314-4464
109
Медийна, предизборна и интернет комуникация
Media, Election and Internet Communication
Professional Identity in Flux: Preliminary Analysis
of the Evolution of Communication Roles on LinkedIn
DOI 10.55206/UHUY2598
Manuela Toteva
Sofia University “St. Kliment Ohridski”
E-mail: manuela.toteva@gmail.com
Abstract: This article explores the transformative evolution of professional iden-
tity and communication roles shaped by digital transformation and advancements
in artificial intelligence (AI). LinkedIn, a leading social media platform for busi-
ness and employment, serves as the focal point for examining the shifting land-
scape of professional skill sets and the qualifications demanded by modern organ-
izations in three areas – marketing, communications and content management. By
examining job postings, the preliminary analysis underscores the growing inter-
section between technology and professional identity in today’s dynamic work-
place. Drawing on publicly available data from Germany - supported by the au-
thor's research, practical experience, and the nation’s significant economic and
technological influence - the analysis highlights emerging competencies that de-
fine expertise in this evolving field.
Keywords: professional identity, communication roles, LinkedIn.
Introduction
In an era marked by unprecedented technological change, the concepts of
professional identity and communication roles are undergoing a significant trans-
formation. Traditionally rooted in static job titles and predefined skills, these con-
structs now reflect a more evolving interplay between adaptability, technological
literacy, and strategic thinking. Platforms like LinkedIn which hosts more than
15 million job listings at any given time, with a significant portion updated
weekly [1], illustrate this evolution, showcasing how professionals redefine their
roles to align with digital demands and organizational goals. The author delves
into the shifting landscape of communication roles, exploring their categoriza-
tion, required competencies, and the broader implications for professional iden-
tity. By analyzing industry trends and job postings, it offers insights into the skills
and strategies necessary for success in an increasingly interconnected world.

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Brief terminological overview
Professional identity encompasses individuals’ self-concept in relation to
their roles, shaped by intrinsic values, ethical principles, and broader societal ex-
pectations. Far from being static, it is a dynamic construct that evolves through
lifelong learning, professional engagement, and shifts in cultural and occupa-
tional contexts. More recent work, such as Trede, Macklin, and Bridges’ [2], em-
phasize the role of reflective practice and workplace experiences in shaping pro-
fessional identity, while Kogan, Kay, while Michaelides [3] highlight the influ-
ence of digital transformation and changing professional landscapes. This evolv-
ing identity reflects a continuous interplay between personal development and
external factors, underscoring the adaptability required in modern professional
environments.
Communication roles play a pivotal role in shaping professional identity
by defining how individuals craft, interpret, and disseminate messages within or-
ganizational or social contexts. Contemporary research, such as that by Falk-
heimer and Heide [4], highlights that these roles are essential in ensuring collab-
oration and strategic alignment within increasingly complex communication
landscapes. The dynamic nature of these roles aligns with the growing emphasis
on strategic communication as a process that integrates informational, interper-
sonal, and decisional responsibilities. Informational roles, such as analysts and
spokespeople, focus on the accurate dissemination of essential information, while
interpersonal roles, including facilitators and mentors, prioritize relationship-
building and interaction management. [5] Decisional roles, such as leaders and
managers, involve critical tasks like problem-solving, negotiation, and strategy
development, reflecting a comprehensive approach to communication in modern
organizations.
In the context of communications, one of the most prominent theorists
James Grunig [6] highlights how digital media has transformed traditional com-
munication practices. One-way communication models have given way to two-
way, symmetrical communication strategies that emphasize participation and di-
alogue. The Excellence Theory highlights the importance of strategic manage-
ment in public relations, advocating for practices that foster stakeholder relation-
ships and adaptability in an evolving digital landscape.
To bridge theoretical concepts with practical application, this analysis will
examine one of the most globally recognized platforms, serving as a prominent
example of the intersection between professional identity and communication
roles in the digital age. LinkedIn enables users to build professional profiles, net-
work with peers, share content, and explore job opportunities. [7], [8] By offering
functionalities such as professional networking, content sharing, and recruitment,
it serves as a critical tool for fostering professional growth and collaboration in
an increasingly interconnected world.

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Redefining Communication Roles in the AI-Driven Workforce
“We’re living in a world of constant change”, futurist Crystal Washington
remarked at PRSA’s ICON 2024. She highlighted how companies once rein-
vented themselves every 75 years but now must refresh business models every
four to seven years to remain competitive. [9] As AI reshapes industries, she em-
phasized, “AI won’t replace humans, but humans using AI will replace those who
don’t.” This transformative era demands a culture of curiosity and continuous
learning to thrive.
The most recent industry report on the trends is the European Communica-
tion Monitor 2024/2025 [10] describes three main skill areas for the communica-
tion professionals:
1. Importance of Technical and Human Skills
o Necessity for communication professionals to develop both tech-
nical and interpersonal skills. For example, AI adoption in com-
munication departments highlights the need for technical profi-
ciency in utilizing tools like data analytics, generative AI for con-
tent creation, and media monitoring systems.
o Interpersonal skills remain vital, particularly in managing sensi-
tive topics like geopolitical risks or navigating stakeholder rela-
tionships during crises. Communication leaders must possess di-
plomacy, cultural sensitivity, and the ability to mediate tensions.
2. AI and Skill Evolution:
o The integration of AI in communication tasks is altering skill re-
quirements. Communicators are expected to master AI tools for
efficiency while maintaining deep human competencies like cre-
ativity, strategic thinking, and ethical judgment. Concerns about
losing essential skills due to over-reliance on automation were
raised, underscoring the need for ongoing training and develop-
ment.
3. Leadership and Learning:
o Continuous learning is a central theme for Chief Communication
Officers (CCOs). Leaders are encouraged to adopt managerial
learning strategies that balance acquiring technical competencies
with enhancing traditional communication skills. Time con-
straints and the lack of structured learning opportunities remain
barriers.

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Figure 1. Visual representation of the communication capabilities declared
by the latest AI report from the Chartered Institute of Public Relations (CIPR)
developed by the author using OpenAI’s DALL·E tool [11]
The Future of Jobs Report 2023 [12] emphasizes profound shifts in mar-
keting and communications driven by digital transformation, evolving consumer
demands, and economic trends.
In Germany, green and digital transitions are reshaping professional roles,
with marketing and communication emerging as one of the fastest-growing job
categories globally. Roles such as “Growth Marketing Manager” and “Customer
Success Analyst” have seen significant growth, reflecting a broader organiza-
tional pivot toward personalized, data-driven strategies. The prediction is that by
2027, over 75% of companies plan to integrate big data, digital trade platforms,
and similar technologies. These innovations allow professionals to focus on strat-
egy, creativity, and customer experience rather than routine tasks.
At the same time, analysts [12] declare that many professionals are still in
the early stages of AI adoption, with only 10% having a clear roadmap for

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implementation. This limited progress reflects a transitional phase where tradi-
tional communication roles are evolving to encompass AI-driven competencies,
such as automated customer interactions and data-informed personalization. The
shift is evident on LinkedIn, where professionals increasingly emphasize AI ex-
pertise, using terms like “AI-savvy marketer” to align their identities with emerg-
ing industry demands. AI is not merely a tool but a catalyst for redefining com-
munication roles, as individuals adapt their skills to leverage its potential in con-
tent creation and customer experience enhancement. Many professionals’ express
concerns about the lack of transparency in AI processes, with 75% identifying
this as a critical issue, and 63% citing regulatory compliance challenges. These
obstacles often influence how individuals present their competencies on public
platforms like LinkedIn, complicating the narrative around professional identi-
ties. Additionally, there is a notable divide in organizational leadership's readi-
ness to prioritize AI, creating further tension for professionals trying to align their
roles with broader company strategies. Despite these challenges, LinkedIn is be-
coming a critical space for professionals to showcase their evolving roles, high-
lighting success stories and metrics like improved efficiency and enhanced tar-
geting through AI. Emerging specializations, such as “AI Communication Strat-
egist”, underscore the role of AI in driving a redefinition of professional identi-
ties, as individuals adapt to these transformative changes in their industry. [13]
Content marketing has also evolved significantly, with the emergence of
specialized roles that address the complexities of digital and data-driven strate-
gies [14]. These transformations underscore the interplay between professional
identity and communication roles, emphasizing adaptability, technological pro-
ficiency, and strategic foresight as critical to navigating the modern professional
landscape. In this rapidly evolving environment, embracing innovation and fos-
tering strategic communication will be the cornerstone of organizational success.

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Table 1. Categories of roles and functions in the field of content management.
Adapted from: Content Marketing Institute. (2023, September 20)
The identified roles illustrate a broader trend toward specialization and the
blending of analytical, strategic, and creative skill sets. For LinkedIn communi-
cation professionals, these developments highlight the importance of showcasing
versatile expertise, including strategic thinking, analytics proficiency, and audi-
ence-centric communication. The evolution of these roles reflects a redefinition
of professional identity in response to technological and organizational shifts.
Overall, professionals are leveraging AI tools for tasks such as automated
content creation and audience analysis, allowing them to focus on strategy and
interpersonal aspects. [15] LinkedIn has played a central role in these transfor-
mations, with AI-assisted tools like Recruiter 2024 and Sales Navigator enhanc-
ing decision-making and relationship-building. The platform’s evolution reflects
the broader shift toward self-branding as professionals adapt to a competitive and
precarious job market. Simultaneously, communication roles are diversifying
into five distinct categories: Communicator, Ambassador, Advisor, Manager, and
Coach. Each role emphasizes specialized functions, from managing reputation to
offering strategic advice. Digital transformation has introduced a pressing need
for competencies such as technology literacy, data management, and AI integra-
tion, reshaping how communicators operate in data-driven landscapes.

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Research Methodology
In November 2024, the author analyzed 60 LinkedIn job postings for open
roles in the marketing and communications industry in Germany. To ensure rel-
evance, the study applied targeted filters: the postings were active during the
analysis period, and included the keywords “marketing”, “communications”, and
"content management." This focused approach facilitated an in-depth exploration
of industry trends and skill demands. Data was organized using an Excel spread-
sheet, with insights extracted through the application of GPT-based model tech-
nology.
The distribution of experience and educational qualifications required for
the reviewed roles in visualized in the chart below. The data shows that mid-level
experience dominates (38), reflecting a preference for professionals with 3-5
years of experience. Educational qualifications (19) such as bachelor’s or mas-
ter’s degrees are also significant. Managerial roles (7) emphasize leadership and
executive skills, while senior-level positions (6) demand extensive expertise.
This suggests a strong focus on mid-career professionals with solid academic
credentials.
Figure 2. Job postings classified by experience and educational qualifications
The analysis of the data reveals a notable emphasis on communication and
interaction skills, with “communication” and its variations ranking among the
most frequently mentioned competencies. This reflects the central role of two-

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way, symmetrical communication in modern public relations, as advocated by
James E. Grunig. Strategic and managerial skills, such as project management
and organizational abilities, are also prominently featured, underscoring the de-
mand for professionals capable of planning and executing comprehensive com-
munication strategies. Grunig’s call for public relations to transition from a tac-
tical, interpretive role to a strategic management function resonates strongly with
this trend.
Figure 3. Distribution of required skills
Additionally, digital adaptability stands out as a key requirement, with so-
cial media expertise and technical skills frequently appearing in job descriptions.
This aligns with Grunig’s recognition of digital media as transformative tools
that, when used interactively and ethically, enhance dialogical communication
and stakeholder engagement. Collaboration and teamwork also emerge as essen-
tial competencies, highlighting the importance of integrated communication ef-
forts within organizations—a principle central to Grunig’s model of public rela-
tions excellence. Comparing these observations to Grunig’s paradigms, it be-
comes evident that the industry is gradually aligning with his strategic manage-
ment approach. While traditional, interpretive practices that focus on messaging

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and perception management persist, the growing emphasis on strategic roles and
skills like problem-solving and leadership reflects a shift towards more effective
and impactful communication practices. Many of the roles analyzed emphasize
interaction and stakeholder engagement, echoing Grunig’s advocacy for two-way
communication as a means of building trust and cultivating relationships. Ethics
and social responsibility, although not always explicitly stated, are implicit in
roles that prioritize Diversity and inclusivity, though not directly addressed in the
job postings, remain integral to Grunig’s vision of effective public relations. The
emphasis on teamwork suggests a collaborative environment that likely values
diverse perspectives, even if this is not explicitly stated. The findings indicate
that organizations increasingly recognize the value of aligning their public rela-
tions practices with Grunig’s paradigms, particularly by embedding research and
listening into their processes, leveraging digital tools for interactive communica-
tion, and prioritizing ethical practices. In conclusion, the data suggests a gradual
but clear shift in public relations roles towards strategic, ethical, and digitally
focused competencies. This transformation aligns with Grunig’s paradigm of
strategic management and two-way symmetrical communication, emphasizing
the growing importance of fostering relationships and achieving organizational
goals through integrated, ethical, and inclusive communication practices.
Figure 4. Key responsibilities

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The pie chart provides a clear visualization of the distribution of key re-
sponsibilities identified from job descriptions, highlighting the evolving priori-
ties within modern organizational roles. Content management emerges as the
most dominant category, accounting for a significant share of the responsibilities.
This demonstrates the critical importance of managing, organizing, and optimiz-
ing digital and physical content to meet organizational objectives in an era driven
by information and media consumption. Communication skills and media rela-
tions follow closely, reflecting the growing emphasis on effective interpersonal
and organizational communication. These responsibilities are pivotal for foster-
ing relationships with stakeholders, managing corporate reputation, and ensuring
transparency. Media relations, in particular, points to the increasing demand for
professionals who can navigate traditional and digital media landscapes, aligning
public perceptions with organizational goals.
Marketing skills and teamwork also hold substantial portions of the chart,
showcasing the interdisciplinary nature of modern roles. Marketing professionals
are expected to blend creative strategies with analytical approaches, driving cus-
tomer engagement and enhancing brand visibility. Teamwork, a timeless yet in-
creasingly critical skill, highlights the collaborative environment of contempo-
rary workplaces, where cross-functional collaboration is key to success. Addi-
tionally, campaign management and brand communication represent significant
themes in the chart. Campaign management reflects the need for individuals who
can design, execute, and evaluate targeted marketing and communication initia-
tives, often tailored to specific audiences. Brand communication highlights the
strategic role of messaging in shaping an organization’s identity and fostering
loyalty among stakeholders.
Finally, digital skills occupy a notable share, emphasizing the growing in-
tegration of technology in all aspects of professional responsibilities. From lev-
eraging AI and data analytics to managing social media platforms and creating
digital strategies, this category illustrates the imperative for professionals to adapt
to rapidly advancing technological landscapes. Collectively, the chart showcases
how modern job roles demand a blend of strategic, interpersonal, and technical
proficiencies to navigate the complexities of today’s organizational environ-
ments. This evolving combination ensures alignment between internal capabili-
ties and external expectations, driving sustainable success.
Conclusion
The evolution of communication roles exemplifies the profound changes
reshaping professional identity in the digital age. Driven by advancements in ar-
tificial intelligence, digital transformation, and shifting organizational needs,
these roles now demand a blend of technical expertise, strategic thinking, and
interpersonal skills. LinkedIn has emerged as a key platform reflecting these

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transitions, enabling professionals to showcase adaptive competencies while
aligning their identities with market demands. This study of job postings reveals
a clear trend toward specialization, with emerging roles emphasizing AI literacy,
data-driven decision-making, and collaborative strategies. Despite challenges
such as skill gaps and regulatory concerns, the integration of AI tools is redefin-
ing traditional responsibilities, fostering innovation and efficiency. Ultimately,
navigating this landscape requires professionals and organizations to prioritize
lifelong learning, ethical engagement, and strategic adaptability, ensuring rele-
vance and success in an increasingly interconnected world.
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Elsasser, J. (2024, November 20). Crystal Washington on navigating technological
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Gregory, A., Valin, J., & Virmani, S. (2023). Humans needed, more than ever: An anal-
ysis of the use of AI in PR and the impact on public relations work. Chartered
Institute of Public Relations. https://cipr.co.uk. Retrieved on 25.11.2024.
Grunig, J. E. (2009). Paradigms of global public relations in an age of digitalization.
PRism, 6(2).
Kogan, M., Kay, E., & Michaelides, G. (2020). Professional identity and its impact on
adaptation in complex work environments. Journal of Professional Studies.
https://link.springer.com/chapter/10.1007/978-3-030-89582-2_2. Retrieved on
25.11.2024.
LinkedIn. (2023). Future of work report: AI at work. LinkedIn Economic Graph Re-
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Skeels, M. M., & Grudin, J. (2009). When social networks cross boundaries: A case
study of workplace use of Facebook and LinkedIn. (pp. 95–104). In Proceedings
of the ACM International Conference on Supporting Group Work.
Trede, F., Macklin, R., & Bridges, D. (2012). Professional identity development: A re-
view of the higher education literature. Studies in Higher Education, 37(3), 365–
384. https://doi.org/10.1080/03075079.2010.521237.
Verhoeven, P., Zerfass, A., & Tench, R. (2011). Strategic orientation of communication
professionals in Europe. International Journal of Strategic Communication, 5(2),
95–117. https://doi.org/10.1080/1553118X.2011.561080.
World Economic Forum. (2023). Future of jobs report 2023. World Economic Forum.
https://www.weforum.org/reports/the-future-of-jobs-report-2023/. Retrieved on
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Zerfass, A., Buhmann, A., Laborde, A., Moreno, A., Romenti, S., & Tench, R. (2024).
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25.11.2024.
Dr. Manuela Toteva is an established practitioner and author with twenty years
of professional and academic experience in the field of communications. Her PhD thesis
is entitled “Effective Digital Marketing Tools in Business-to-Business Organizations”.
Since 2020, she has served as an associate lecturer in content management and strategic
communications at the Faculty of Journalism and Mass Communication at Sofia Uni-
versity “St. Kliment Ohridski”. Since 2017 she has contributed to the academic commu-
nity in Germany as a guest lecturer, teaching digital communication at the Technical
University of Ilmenau and intercultural communication at Hochschule Fresenius Wies-
baden. Her academic endeavors focus on advancing knowledge in digital and strategic
communication within diverse organizational and cultural contexts.
Manuscript was submitted: 26.11.2024.
Double Blind Peer Reviews: from 27.11.2024 till 28.12.2024.
Accepted: 29.12.2024.
Брой 62 на сп. „Реторика и комуникации“ (януари 2025 г.) се издава с финансовата
помощ на Фонд научни изследвания, договор № КП-06-НП6/48 от 04 декември 2024 г.
Issue 62 of the Rhetoric and Communications Journal (January 2025) is published with
the financial support of the Scientific Research Fund, Contract No. KP-06-NP6/48 of December
04, 2024.