This being my first post on Marcom blog, I want to start by thanking Robert for the inviting me to engage with his students, both on this blog and in the class conversations last week. And thanks also to the students in the two classes for the great conversation.
I’m so glad it isn’t going to end….
A topic that came up both evenings was getting a job. Not surprising given where we are in the school year relative to searching for gainful employment — either summertime or full time. One student wondered about blogging — how would it fit into her future. Another asked how we as women dealt with gender issues in our career, and particularly early on. The issue of family was discussed at some length both evenings; the reality is, women often have to make choices about family that men do not. To start with, nine months is nine months.
The hardest question, what would we do different? I am actually pretty happy with how my career has turned out, but I do believe I could have gotten further faster had been more planful about my career in the early days. I was your typical liberal arts graduate, dumb and happy until the day after I got the degree and I was no longer a student. I was unemployed. Although, I was never a waitress….
So that is the single most important piece of advice I would give you — be planful. Know what kind of company you want to work for. What type of culture you want to be in. The Internet, and particularly blogs, gives you EASY access to a lot more information about potential employers than was available in the 1980s. Of course, you know that, and I expect you are taking full advantage.
But don’t just think about your first job solely in terms of the specific job. Think long and hard about the culture of your potential employer. Consider carefully the career opportunities you will have in the path you choose.
To help you out, here are some gross generalizations about the different potential employer types available to you as Marcom/PR graduates. You’ll have to evaluate each company on its own merits. Just my opinion, and based entirely on my personal experience which has mostly been as an in-house marketing/communications person with a few stints in general management. YMMV, and I hope Marcom bloggers with better information on specific classes of employers will correct my mistakes. Here goes.
PR Agency, Big: Tough career choice, or at least it has always seemed to me from the outside looking in. I’ve used both big name agencies and boutique agencies in my corporate past. I noticed that at the big agencies, the junior staffers were frequently women, but the big bosses were men. Why? Is it a subtle gender discrimination? Could it be that the sheer hours and travel required make it hard to juggle family with this sort of career? I really don’t know, but if Big Agency is a path you are considering, I suggest you find out. And understand, if you hit it right — right job, right boss, right accounts — this path can be hugely rewarding. But it is a big business, and as an entry-level staffer, you are a cog in the wheel.
PR (or Marcom) Agency, Boutique: Where are all the senior PR women? A lot of them are running smaller boutique agencies. Perhaps focused on market segments or geography, but just as often, generalists who are offering a different flavor of PR to clients. Again, my personal filter here, but less PR as big business, and more about PR and how it can help the client’s business. With a few big agency exceptions, this is also where you will find the greatest adoption of new media. These agencies are also more likely to be marketing communications agencies, getting involved in website development, marketing programs and even advertising (barring big consumer companies). Perhaps even market research. So a much better opportunity (potentially) for you to get experience in a range of MarCom areas, not just PR.
In-house, Big Company, MarCom or PR dept.: Junior level positions. Typically specialist roles (PR or direct mail or trade show or product marketing etc etc) Never appealed to me, but here is where company culture can make a real (and all the) difference. Possibly better benefits than you’ll see at the other options. Maybe daycare. Depending on your area of specialization, you can avoid travel. And so on. But you have to specialize early on and this will affect future opportunities..
In-house, smaller company/start-up: While these also will be junior level positions, you will have more opportunity to develop generalist skills at a smaller company or a start-up. Typically these will be Marcom roles versus straight PR. Tremendous opportunity for advancement if the company grows fast. Downside, if you aren’t careful, and the company just muddles along without much growth, you can get stuck slogging away at brochures and email blasts forever, going nowhere. You know the risks of start-ups. Plus, jack of all trades can become master of none. And if your firm is really small, you’ll probably be travelling a lot as you are learning a lot. Full disclosure: this was (for the most part) my path. I also got an MBA, which helped tremendously in this path.
Advertising Agency: Don’t go there. Really, anywhere but there.
Now, these are just generalizations. The company culture, the specific opportunity, the market… all of these things are equally important. But you should clearly understand what each route may mean for future opportunities. What’s your long term goal? If you know you want the big agency game, the sooner you start, the better. Make a plan to get into a big agency, even if you don’t start there. Want to run the marketing team at a high tech company? Don’t specialize too soon. Once you get put in a box, it can be hard to break free.
Granted, your goals may change over time. And, definitely, seize opportunities that present themselves. But, have a plan.
That way, if you have to make a deal with a devil, because you need a job, any job, or your broadband will be terminated, you’ll know that it is a waystation, not your ultimate destination.
Tags: career advice, PR, Marcom, career planning, job search
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