Improving employability is one of the key objectives of universities, for which it is essential to identify the competences of the professional profiles that have emerged in the digital era, such as the SEO (Search Engine Optimiser). This article proposes a competency profile and compares the degree of importance given by companies and professionals to a previously identified set of competencies. A sequential exploratory design (Dexplos) has been followed, in its derivative modality, which combines a mixed methodology by stages. The starting point was the labour demand analysis on SEO and 23 interviews were conducted with experts. From this phase, the competences are extracted and a quantitative instrument is created, which is launched as a survey to two populations: businesses and people working in SEO. The survey obtained 340 responses from businesses and 311 from professionals. Descri...

The communication-public aid binomial is becoming more decisive because the funds provided by the EU are linked to the obligation on the part of the managing administrations to carry out effective social communication.  For the first time, Europe has agreed to issue public debt to deal with the consequences created by Covid-19. To this end, it has created the NextGenerationEU instrument, endowed with €809 billion, with the aim of achieving a more digitalized, sustainable and innovative EU. Among the countries that have benefited the most is Spain, which has given a leading role to its 19 regions (Autonomous Communities and Cities) in channelling and structuring the funds. Likewise, to ensure their proper dissemination, the EU enacted the need for Member States to create a website to act as a one-stop shop. Spain created its own and urged the different regions to do the same. Therefore...