A 101 Introduction for College Grads Wanting to Become Modern-Day Mad Men
There’s no denying how the crippled job market has impacted several industries. My realm in particular, Marketing & Advertising, was once all about large agencies and their slew of clientele. The ‘work hard, play hard’ mentality still exists – the expectation of working nights and weekends, and participating in dinners, events, or golf outings – but a lot has changed since the age of drinking Old Fashioneds all day with Don Draper.
This industry has become more fiercely competitive than ever. With clients’ marketing budgets shrinking, those that control the bottom line are looking for alternatives. In some cases, they are choosing to eliminate their Agency of Record (AOR) all together and bid out to several entities in order to gain the biggest bang for their buck. This only puts agencies under more pressure to deliver a knock out punch as it may be their only shot. This intensity is also felt by the agency’s hiring manager, flipping through numerous applicants vying for that one particular job; a potential goldmine to some.
It has always been preached that if you want a career in the marketing industry, you need to have gainful experience working at an agency. This often mentioned ‘agency experience’ is required on nearly all agency job postings – at times even for meager, entry-level positions. One can understand how important it is to be knowledgeable of an agency’s inner workings, but required? If one is never able to get an internship with an agency, what happens when they go to search for a career? A common complaint of kids out of college looking to make their entrance into the industry is ‘how can I become experienced without having the experience?’ Even freelancing and consultant gigs only give you so much exposure to agency protocol, but how much is really necessary?
I came across a job posting recently that had the audacity to mention ‘frequent food runs for creative staff’ as part of the general description. I never figured food expediter experience was inherent in learning about how the marketing business is run. The sad part is that this agency gets numerous applicants for this very position. Competition is fierce in today’s market, and perhaps it’s a commentary on how to compete with the onslaught of jobless, experienced professionals vying for positions that they are overqualified for.
To all of the young pups seeking a job in this crazy little thing called marketing – you don’t need to be picked up by a puppy mill in order to get rescued. If you really want to become a marketer, it’s possible. Don’t let job descriptions turn you away. One of my favorite authors and bloggers, Seth Godin, recently began a post with, “The best way to learn marketing is to do it.” Godin himself recently canned his publishing company and has launched his own online publishing wing, very much taking matters into his own hands.
Early in my career, I struggled to find a job doing what I wanted to do instead of work that ‘paid the bills.’ Knowing that I could apply my knowledge of marketing, graphic design and web development to a client in need, I reached out to my favorite band on MySpace (hey, at the time, all the cool kids were doing it). I offered to help them with viral and social marketing because I believed in them and knew that the power of their music would sell itself. It worked. I built and designed a website for their growing legions of die-hard fans while also earning some cash and much-needed experience –the kind that I wasn’t getting at an agency. A win-win situation indeed, as consulting for an exceptional product or service you believe in will translate into an incredible portfolio piece. It’s funny how many times the band’s name comes up in interviews and I can say I was part of their success. With the numbers to prove it.
The fact is, if no marketing agencies are biting – it’s time to start fishing on your own. Yes, that means prospecting your own clients and building your own firm, agency or whatever you want to call it. Over the past few years, things have changed. Web 2.0 marketing has introduced tools that have helped the jobless become employed. You can sell yourself in an online video, demo reel, or even a blog – all things employers look for. So while you are looking, build your own portfolio – whether for clients in an account service capacity, creative concepts, illustration, writing, or production. Agency experience can be obtained through a number of today’s portals, and recruiters are open to those well thought-out, engaging submissions over the traditional resume. They have to be if they want to find the best talent out there.
So if you are finding it difficult to find a job with an agency – put your resources together and see what you can do. Chances are you’ll not only surprise yourself, but also a potential employer.
Kevin White | Contributor
Kevin is a marketing consultant with a BS in Journalism from the University of Colorado in Boulder. He has worked on both the agency and client-side exploration of consumer behavior, retail shopping insights and all things digital. He is a contributor to ShopperCulture.com and is currently Account Director/Digital Strategist at Forte Advertising in Denver, CO.
