There is a growing recognition, both in Portugal and internationally, of the valuable contributions made by Instructional Design professionals in the development and management of vocational education and training projects. Their skills are increasingly valued by companies and educational institutions, particularly those expanding into distance learning through e-learning and blended learning (b-learning) formats. The rapid pace of technological innovation in this field continuously reshapes the competencies these professionals must master to successfully perform their diverse roles. This study is part of a broader project aimed at mapping the skill set of Instructional Designers through multiple data collection strategies. Specifically, the present work focuses on identifying the competencies most valued by employers, as reflected in job advertisements. Using LinkedIn as the primary source, an initial search yielded 2,938 job postings, from which a representative sample of 340 advertisements was selected for detailed analysis. We examined the frequency with which competencies outlined by the International Board of Standards for Training, Performance, and Instruction (IBSTPI) Competency model were referenced. The analysis reveals that Instructional Design professionals operate across a wide range of contexts and are expected to possess a diverse set of skills. Our findings also underscore the relevance of the IBSTPI model, as many of its competencies are frequently cited in employer expectations. These insights contribute to a better understanding of how the profession is perceived by the job market and offer valuable perspectives on the evolving professional identity and career paths of Instructional Designers. This article presents the first results of our broader research project.