Field Notes Inside an Integrated Communications Agency

Much is being said about the tough economy and the challenges graduating seniors face in finding jobs. Capstrat hosted its third annual Career Networking Event to enable area students to learn more about career opportunities in our industry. I facilitated one of four panel discussions at the event. The panel provided area students with insights into what it's like to work in a corporate communications or marketing department and included:

Gayle Tuttle, Director of Strategic Communications, Blue Cross Blue Shield of North Carolina

Phil Bridges, Manager of Corporate Communications, Quintiles Transnational

Audra Marotta, Commercial Consultant and Brand Advocate, Caterpillar

Jen Mara, Program Manager, RedHat

I could not have hoped for a better mix of experience and skills, ranging from internal communications and public relations to marketing analysis and advertising. The panelists all juggled a variety of different responsibilities each day, but each clearly loves what they do. As much as the day-to-day experience differed, the advice, the work ethic and the passion for the business was consistent among the group.

Tips for tomorrow's communications professionals from today's leaders included:

• Develop strong writing skills. The ability to clearly articulate a point-of-view or message in writing is a skill that will sustain you through many different jobs. It doesn't have to be highly creative writing, although that can be a bonus. Just demonstrate good, solid business writing. If you do not have a collection of writing samples to share, ask the a writing assignment or begin to build your samples with blogs.
• Much will be forgiven if you have a good attitude. Your skills, intelligence and experience will only carry you so far if you have a surly outlook. Teams are so important in work today and attitude makes a big difference in overcoming obstacles as a team.
• Good experience can come from a variety of jobs. Waiting tables or working in retail teaches you how to deal with difficult situations and provide great service. Volunteering can help you make connections and gain relevant experience to get a foot in the door. And, in all of these settings, think about how you are treating people at all levels. It's easy to be nice to the boss, but...
• Learn as much about companies before going in for an interview. While the hiring manager will want to know about your skills, they also want you to be able to relate your abilities and interest to their business. And, always bring a pad and a pen to take notes.

The interaction between students and professionals was energizing. And while the economic challenges remain, the students I talked with are optimistic and excited about the future.

This is the final article in the Capstrat series, Getting Your First Job. We enjoyed meeting everyone who came out to our third annual Networking Night.We hope you find these job tips useful and wish current graduates the best of luck!

Find Your Passion

You've just spent the last four years immersed in your major, and now you are equipped with the knowledge and the ability to get a job in that industry. Graduation is around the corner, and the panic starts to set in. Don't worry, this is par for the course, and you are not the first, or the last, to go through this process.

The first thing you need to determine is what you are passionate about with regard to the field that you have chosen. Figure out your desired work environment and what you hope to learn. Hopefully, you have interned at a few companies and you have a point of reference on which to base your decision. Narrowing your scope will allow you to focus on positions where you will be able to make a contribution as well as learn as much as possible. Tailor Your Resume

It may be tempting to send a blanket cover letter and resume for every position that you apply for, but you should reconsider. Your resume should reflect the skills and education that support your ability to perform the duties well. Take the time to tailor your cover letter and resume - highlighting what makes you the best candidate for the job. While reviewing the job function and requirements, identify specific aspects about your education, background or experience that relay your ability to serve that function. A minor detail sometimes forgotten is ensuring that your resume is free of grammatical errors.

Research Your Prospects

Once you have been selected for an interview, do your research. Go to the company's Web site and learn about their mission, vision, culture, employees and clients. Determine how you would fit in, and be prepared to articulate that point during the interview. Conduct a Google search on the company for any recent news or articles that give you insight about the organization. Ask who you will be meeting with and search for information about those individuals as well.

Be Prepared

The interview is not just an opportunity for the company to get to know you; it is also an opportunity for you to get to know the company. Be prepared to ask intelligent questions. Ask what a typical work day entails for the position that you are applying for. Ask about the perceived challenges associated with the position. Ask what the company does to help employees achieve work-life balance. Inquire about the traits necessary for a person to be successful in the position. Inquire about their hiring process and next steps so that you know what to expect after the interview.

Follow-up

Once the interview is over, do your due diligence. You should send a thank you note to each person that you met with and reiterate your enthusiasm and interest in the position.

Even after following these steps, there is a chance that you might not get the job. Don't worry; don't fret. Simply pick yourself up, dust yourself off and go after the next opportunity. Each interview is an exercise for you to become more comfortable talking about your skills and abilities, and it will get easier. Be memorable, be bright, be confident...but most importantly, be yourself.

This is the seventh article in the Capstrat series, Getting Your First Job. We hope to meet you at our Annual Networking Night, April 14 at 5:30 p.m.

It was a wonderful adventure. The cast of characters included a naked mannequin, looking forward to wearing the latest Ralph Lauren fashions, trying to figure out men's trousers with difficult-to-fasten inner buttons and decorating more than 100 Christmas trees (lights and all, and to corporate standards). This best describes my first introduction into the business world. Yes, that's right - I was a visual manager for a department store with a degree in political science...

This seemingly unrelated degree with my first job out of college seems highly unbelievable. But there are some (albeit without naked mannequins) similarities, and what I learned there, I use as a PR professional today:

1. Attention to detail - As a visual manager, like PR, details are important. Writing, editing, spelling, ability to clearly showcase a look or feeling, are all vital.

2. Working as a team - I didn't keep a store looking pretty all by myself. It took teamwork. Gaining the respect of my colleagues as a person they could count on to handle the odd-ball customer - the one who really wants to wear an argyle sweater and socks with plaid pants and needs a ‘vision' on how to make that happen. Agency life is the same. Except no one really wants to tell our usually dapper CEO that the sometimes-present beret has to go.

3. Always be a student - Fashion comes and goes. In PR, you must be able to keep you clients abreast to important trends or articles that may impact their business. As a PR professional, understanding social networking or up-and-coming trends is key to your success and longevity.

4. Keeping promises - If you tell a client or a colleague that you're going to do something, then do it. Keep your promise. It not only builds good will, but it also builds your credibility. Some reports claim that recent college graduates will have roughly 10 jobs in their lifetime. Some may take positions out of necessity, some will be stepping stones, but most of what you learn from those positions will eventually get you to where you want to be.

I recall an interview with Jamie Foxx describing how his beloved grandmother said that all he learned from his jobs or throughout life should be placed in a ‘tool box' of sorts. When Jamie received the role in "Any Given Sunday," he drew from his experience as a high school star quarterback. His piano playing and singing in the church choir as a child would one day lead to winning an Oscar, from his portrayal of Ray Charles.

Your first job may not be THE job that you want, but always treat any position as an opportunity and good things (or THE job) will come your way.

This is the sixth article in the Capstrat series, Getting Your First Job. We hope to meet you at our Annual Networking Night, April 14 at 5:30 p.m.  

One morning in late January, I got a surprise call at my desk from the Human Resources department. In a matter of minutes, my personal belongings and I were walking out the door. Due to severe workforce reductions (aka layoffs), my services were no longer needed.

My immediate reaction was to spend the next seven hours drinking heavily. After my hangover wore off, I thought, "Uh-oh...now what?!"

Fast forward three months, I landed a fantastic new job. Through the process, I learned a lot about job searching and how to go about it successfully:

Brainstorm - What do you wish your job was like? Remember when you were a kid, and you wanted to grow up to be a ______? Grab a piece of paper and start writing down all the possible jobs that interest you.

Research - Now you're armed with your ideal job description. But what companies might need such a person? Research will generate lists of companies and people.

Handy notebook - Keep your research in it. Keep contacts you've talked to or plan to talk to. Write down each time you talk to someone and the results or next steps identified in the conversation.

Network - Notify your network that you are looking for new work. It helps to have a short spiel about what you're looking for. It's all about who you know.

A good resume - There's an entire industry around resumes, so I'll keep it simple. Yes, you need a resume.

Informational interviews - Remember that ideal job you've created for yourself in your head? Chances are people have it. Track them down and ask them how they got there.

Not all jobs are advertised - It is possible to get hired without applying for an existing opening. If you are the right fit for a company, they may create a position for you.

Be patient - When Fred Flintstone starts driving, his feet go really fast paddling the ground before his car actually starts to move. That's how the beginning of a job search is. You exert a lot of effort, and for a while, it feels like you're going nowhere. Have patience, and soon your search will gain traction.

The Douglas R. Burtch (my brother) approach - If you've found the absolute perfect place to work, simply keep after them until they hire you. Did you get a polite "No" from HR? How about a "We're not hiring right now?" Call them back every now and then. Jog the company's memory that you'd be a great hire for them.

You CAN get the job of your dreams, but no one is going to knock on your door and offer it to you. With a little bit of initiative, persistence and patience, you can put your career in the place you've always wanted. Good luck!

This is the fifth article in the Capstrat series, Getting Your First Job. We hope to meet you at our Annual Networking Night, April 14 at 5:30 p.m.

Ah, it seems like only yesterday that I was dragged kicking and screaming down the aisle to receive my college diploma. I didn't want to leave. School had everything I ever wanted, and I knew the second I received that diploma, my father would sit me down for a little heart-to-heart talk. I remember it so clearly. Dad sat down beside me, and put his hand on my shoulder while looking directly into my eyes and said, "Get a job you bum!"

So there I was, a snot-nosed, 21-year-old kid needing to get a job and decide what I wanted to do with the rest of my life. The first thing I did was take inventory of what I had going for me.

Brains? Check. Personality? Oh yeah, definitely check. One decent suit? Kind of check. Hmm, that was about it. But my lack of experience and knowledge, and my overall clueless nature did not deter me from getting out there and making something of myself.

When trying to find my first job, I focused on the basics, which I believe are still as relevant today as they were back then. I put a lot of time and effort into writing my resume. As a person who these days sees a great deal of resumes, it astounds me how little effort people put into them. Your resume is usually the first introduction to a potential employer. HR and hiring managers go through tens of hundreds of resumes a day. You need to develop a resume that clearly articulates who you are and what you bring to the table. Most importantly, your resume should make employers reading it want to learn more about you. Your resume is not going to get you a job, but it usually is the deciding factor, determining whether you are called in for an interview, or your resume is tossed into the trash.

How do you create a resume masterpiece? I started by figuring out what type of job I was applying for. Look at the job descriptions and the requirements that employers are looking for. Make sure before you send off your resume that you address each one of their requirements so you stand out from the rest. After you have all the information well written, you need to put it in an easy-to-read format so it doesn't look like you created the resume with crayons and glue. Remember, this resume will be the first impression you make with a potential employer - so make it a good one.

We now have a well-written and good-looking resume. What's left? The final important piece to this puzzle is a cover letter. Don't send the same cover letter to every single company. Mix it up a little. If you are sending a resume to a specific company, do a Google News search to see if the company has had any news recently. If so, use it in the cover letter. Make yourself relevant.

By creating a strong resume and cover letter, you will receive more follow-ups from potential employers, which helps in a couple of different ways. The more interviews you go to, the better chance of finding a job. But even more important than that, the more interviews you do, the better you are going to be at interviewing, which is a talent that you will need for your entire career.

This is the fourth article in the Capstrat series, Getting Your First Job. We hope to meet you at our Annual Networking Night, April 14 at 5:30 p.m.

Three stories told out of order.

I was circling classified ads and my dad grabbed the page out from under my nose. "That's not the way to go about this," he said.

"Make your own opportunities." How pompous and easier-said-than-done that sounds. Horatio Alger is dead, Dad, so give me back that newspaper. If you're looking for a job, shouldn't you start with the ones they've already alphabetized for you?

But the moment you get in a line, you start trying to get out of it - to stand apart. If you know where you want to be, start apart. Skip the line and work the side door. Do your homework. Network. Advertise your value to the company - never its value to you.

True, some employers will backhand you right back into the HR line. But the first few real jobs I landed were never advertised. They weren't even formal openings. When you make a connection on your own terms, you make a better fit.

She told me I was "politely annoying." Now we trade pictures of our kids.

It's hard knowing someone you've never met is tired of hearing the sound of your voice. By the time she called me in to interview, she said it was just to stop my phone calls. I didn't know her well enough yet to tell whether she was kidding.

There's a right way and a wrong way to pester someone. But accepting someone else's "system" and waiting for your phone to ring certainly isn't the right way.

I wrote the front-page story about a development that would change the character of our town. The next morning, I was in the newsroom putting down linoleum.

Organizations like to see a little grey at your temples before you start saying "that's not my department." Most people expect to work hard in their first jobs, but it's just as important to work broad.

If you think of this as "paying dues," you've missed the point - because "dues" is about you, and the truth is most employers don't keep track of your payments. They just need things done, and the place they look for flexibility is in the junior ranks.

Some days give you a chance to show your brilliance. Every day gives you a chance to show your usefulness. Useful people stick around longer.

This is the first article in the Capstrat series, Getting Your First Job. We hope to meet you at our Annual Networking Night, April 14 at 5:30 p.m.

Not quite as difficult as landing an airplane in a river, but almost, breaking into any industry in this economy is a challenge. So if advertising is your poison, you'll have to fight harder now than ever to land your first job. But it can be done.

The first thing you should do is alert the world you're on the market. Remember no connection is too small. Your mom's dog walker's best friend's dentist just might hold the key to your career. So be gracious and accept any suggestions you receive. My first job came from my boyfriend's aunt's realtor's friend who just happened to know someone at an agency where I wanted to work. It's a small world. So jump on any contacts you're given and follow up until you get a foot in their door.

Which means persistence is definitely one of the tools you want in your bag. You will not bother people if you follow up with them. What is really annoying is a prospective employee gushing about their desire to work for you, only to never hear from them again.

If at all possible, ask for informational interviews or feedback on your portfolio if you have one. Go in there and get noticed. Make some acquaintances and show them what you've got - even when they aren't hiring. This is your chance to make a good impression, to engage the agency and to get remembered. Be sure to follow up frequently. You never know when they might be hiring again.

On that note, stockpile your patience. Naturally I have none, so I understand this is difficult. But remember that the folks you're talking to are busy people, and hiring is an even bigger decision for an agency than accepting the right job is for you. So they won't be rushing into anything. They're going to take their time. And responding to every one of your e-mails probably isn't their top priority. Still, be persistent. But be patient.

And make certain you avoid typos. A typo on your resume, cover letter, e-mail correspondence - anything - will get written off faster than you can shout, "But I really can spell your agency's name!" If you have friends, ask them to proofread. If you don't have friends, pay someone.

Armed with these tips, hopefully landing your first job will be a smooth and successful experience. Good luck!

As economic uncertainty rolls over American businesses in 2009, it’s reasonable that clients who depend on creative messages will take fewer risks. They will be unwilling to invest in fresh, new creative. Instead they will modify, recycle, tweak, Frankenstein, (you pick the verb!) an existing idea. I imagine there’ll be more calls of inappreciable refreshing or reskinning and less wheel reinventing.

While this sounds as thrilling as a wet box, now, more than ever it’s time to embrace the box. We will have to be smarter about thinking INSIDE the box. If you’re a creative thinker who sees the handcuffs of limitations as major burdens, good luck with your cushy job in 2009. This’ll be a tough ride for you. However, if you find infinite inspiration in the finite limitations, this is your chance to grow and shine. The handcuffs of limitations that inspire bigger ideas will be heavier in 2009. This is ultimately a great thing for good creative thinkers, although it’s not going to feel like it. Why? Most creatives can make lemonade out of lemons. How about making lemonade out of mud? That requires far more brainpower.

I find this thrilling, but I’m a sucker for complex problem solving. Most creative thinkers worth their salt are super-charged by this. They get bored easily. So use the limitations. Try to remember that’s when smart thinking really shines. As my favorite adage says, “It’s only in handcuffs that Houdini did his magic.” Embrace that.

Economic upheaval, financial meltdown, credit crunchin’, congressional seat sellin’, Ponzi schemin’ and the “comeback” of Britney Spears. Whew, 2009 is shaping up to be a doozie with far more questions than answers.

At Capstrat, we love questions. We ask a lot. To our clients, to our colleagues and to our researchers. We’re compelled to uncover the nut of a complex communication problem so those answers aren’t usually easy to find. I imagine with the world going topsy-turvy, we’re bound to hear a few new questions too.

 

1. Can you explain your creative process?
There’s comfort in understanding how things happen and there’s confidence in said information delivered well. Corporate distrust has taught us to question everything.

2. Are you financially sound?
We’ve learned that looks can be deceiving. The credit crunch showed us how ugly it gets when the tide goes out. Prudent due diligence before entering a business relationship is always a sound idea—not just in economic downturns.

3. How can I get this cheaper?
Financial challenges have a way of lowering one’s modesty. People want more for less and are not shy about asking. Everyone’s budgets are getting smaller as they scramble to still hit numbers. We must be innovative in finding solutions and we must check ourselves to remain as efficient as possible.

4. Have you done anything like this before?
No doubt there’s security in experience. Organizations are less likely to gamble with precious resources on the untested. Be ready by studying a client’s business and look for ways to leverage related knowledge.

5. How will you measure success?
With Southward budgets, costs need to be measured carefully against objectives. Again, this pushes us to be innovative by repurposing work, extending into new areas and making sure we’re faithful to our mission.

 

I think these cover a lot of ground. What other questions do you think will pop up in 2009?

As marketers firm up 2009 plans, it's a good time to take a close look at trade show spending. Research from Ipsos shows the economy is affecting business travel in 2008 and that trend is likely to continue into 2009. In the last downturn, we saw trade show attendance decline as companies opted to send fewer representatives or stay home altogether. We also saw some regional trade shows pick up as a lower-cost alternative.
 
We expect to see Webinars and online conferences substitute for some conference and trade show attendance. As this occurs, we are encouraging our clients to take a hard look at their trade show investment to make sure that they are spending money wisely and have mechanisms in place to capture, track and close leads generated through events. It's also smart to make trade shows do double duty as a platform for media relations and customer bonding.