getting ready for a career in marketing
TRANSCRIPT
ready for
marketing a career inGetting
in association with
THIS MEANS NO MORE...
LIE INS
LOOKING SCRUFFY
TEXTING AT THE BACK OF THE LECTURE
FLEXIBLE PART TIME HOURS
CLEARLY SET ASSIGNMENTS
THERE ARE TWO MAIN PLACES YOU CAN WORK IN THE MARKETING INDUSTRY
CLIENT SIDE
AGENCY SIDE
THE TRUTH ABOUT THE CLIENT WORLD
THE GOOD STUFF
THE DRAWBACKSè You may only be working on one brandè You’ll be doing a lot of PowerPoint presentationsè You can expect to spend a lot of time in meetings
è You can get great brand names on your CVè There are some really great-sounding job titlesè You might get discounts and benefits
(and the pay is often better than agency-side!)
SOME TIPS FOR LOOKING GOOD IN THE CLIENT WORLD
è Observe and learn: The politics can be as important as the job!
è Hierarchies are important: Be respectful of your position
è Be patient: Change can be slower in large organisations
è Lean on your agencies: They are there to help you look good
THE TRUTH ABOUT THE AGENCY WORLD
THE GOOD STUFF
THE DRAWBACKS
è You’ll likely be working on a range of brands
è It’s a chance to gain great experience
è You may get to work in a very cool office!
è The work can be pretty hard with a lot of tight deadlines
è No one may have heard of your company
è Your salary is likely to be lower than what you could earn working client side
SOME TIPS FOR LOOKING GOOD IN THE AGENCY WORLD
è Your client is ‘in charge’: You need to give them the best possible service
è Know your customers: Research their industries and use their products to understand their businesses
è Pay close attention to detail: This includes spelling and grammar
è Always be on top of your game: It’s your job to be the expert!
B2B OR B2C MARKETING?
Whether you choose to work client side or agency side, there are differences in how marketing is approached based on the types of brands you work for.
Business to Business (B2B) brands market their products and services mostly to other businesses.
Business to Customer (B2C) brands market themselves to ‘consumers’ – the general public.
There’s an ongoing debate as to whether all brands are actually ‘P2P’ because ultimately they’re all marketed from one person to another!
Nonetheless, a key difference is that B2C brands often invest more in their marketing activities as they simply have more people to whom they can market.
WELL-KNOWN B2B AND B2C BRANDS
B2B Business to business
B2B & B2C
B2C Business to customer
Many B2C brands have a B2B element to them – for example, Colgate markets to pharmacies and Coca Cola to pubs
MARKETING IN 2015 IS ALL ABOUT…
MULTI-CHANNEL COMMUNICATION
Experiential
Email Gamification
Social
Video
Promotional
Web
ContentCampaigns
Events
PR
Paid media
Online and offline have become omnichannel
BUT THERE ARE SOME INDUSTRY-WIDE CHALLENGES…
è Data quality and accessibility
è Joined up multi-channel communications
è Remaining at the forefront of rapid changes
è Making marketing more emotional and human
è Managing social media responsively
è Increasing online visibility in a saturated space
è Creating engaging digital experiences
è Working within tight budget constraints
...and there are even more challenges specific to each sector and business
POSITION YOURSELF AS A PROFESSIONAL ON YOUR è CVè Social media / online profile
The Clever Consultancy is a Surrey-based recruitment consultancy specialised in Digital, Marketing, and PR – here’s their advice for graduates looking for a job in marketing.
Regardless of whether you’re applying for jobs with agencies or client-side,
tailor your CV and covering letter to the role – don’t be generic or formulaic!
WWW.THECLEVERCONSULTANCY.COM
TWITTERè Twitter: consider setting up separate professional and personal profiles
● Use your professional profile to show that you know the industry – follow potential employers, recruiters, and industry news sources e.g. Marketing Week
● Make your personal profile private!
GOOGLEè Google yourself (your employer will) – see what comes up and manage any results
that could put you in a negative light!
TOP TIPS FOR:
WWW.THECLEVERCONSULTANCY.COM
LINKEDIN è Use a professional photo
è Make sure your LinkedIn details match your CV
è Check your copy for spelling and grammatical errors
è Include keywords related to the job you want, such as ‘Marketing’ and ‘CRM’, and list software using specific names (e.g. Google Adwords, Excel, Adobe)
è Recommendations are key – especially glowing reviews from senior-level people
è Measurable accomplishments will help you stand out: What was the ROI on a campaign you’ve recently worked on? How many Twitter followers did you gain for your company?
è Make plenty of (relevant) network connections – this will show that you’re good at networking, and you may have someone in common with a future employer who can give you a good reference!
TOP TIPS FOR:
WWW.THECLEVERCONSULTANCY.COM
YOUR JOB SEARCH
YOUR EXISTING CONNECTIONS
ONLINE
SOCIAL MEDIA
INDUSTRY PUBLICATIONS
NETWORKING
Don’t know where to look for marketing jobs? Here are some starting points…
WWW.THECLEVERCONSULTANCY.COM
TOP TIPS FOR:
WRITING YOUR CV
Recruiters decide whether your CV is right for the role within seconds, so ensure everything is clear and relevant
è Keep it concise – don’t go over two pages
è Use bullet points – you’ll have a chance to expand in the interview
è Tailor your CV for individual roles
è Use specific, relevant keywords such as ‘marketing’, ‘blogs’, ‘SEO’
è Include hyperlinks to your LinkedIn profile and any other relevant sites such as your blog
WWW.THECLEVERCONSULTANCY.COM
WRITING YOUR COVERING LETTER
Even without much work experience, you can still impress your potential employers with a good covering letter!
è Research the job, interviewers, and company – ensure your covering letter isn’t generic or formulaic
è Do a personal inventory of your relevant skills, experiences, and personal qualities. Make it clear why the employer should hire you!
è Make your covering letter scannable by using a clear structure and short paragraphs
è Include relevant keywords – a computer targeted to find certain phrases may filter your letter before it reaches a recruiter
è Make your closing strong: clearly state why you would like to work for this specific organisation and what makes you the perfect match
TOP TIPS FOR:
WWW.THECLEVERCONSULTANCY.COM
DON’T FORGET... At the end of each interview, thank the interviewer for their time. If you’re keen on the role, let them know – this could make the difference between you and another candidate!
KNOW THE COMPANY AND BRAND(S)!1 Try the product 2 Mystery shop the customer experience3 Research the sector and industry
4 Study the website5 Check out their social channels
BE PROFESSIONAL6 Understand your job description
7 Check out the people you’ll be working with on LinkedIn (but don’t connect before you have the job!)
8 Dress and act the part
9 Take a pen and paper, print-outs of your CV and covering letter, and any relevant examples of your work.
10 Listen and answer the questions well, and have some questions ready to ask!
TOP 10 TIPS FOR YOUR INTERVIEW
WWW.THECLEVERCONSULTANCY.COM
Marketing takes a day to learn. Unfortunately, it takes a lifetime to master.
PHIL KOTLER, PROFESSOR OF INTERNATIONAL MARKETING, NORTHWESTERN UNIVERSITY
CONTINUE YOUR DEVELOPMENTThe Chartered Institute of Marketing (CIM) is a leading international body for marketing industry professionals – here’s their advice for new marketers.
ENTHUSIASM IS GREAT IN A NEW STARTER – but don’t expect to run the marketing department anytime soon!
MANAGE EXPECTATIONS – your employer may be demanding, but also be kind to yourself. No one expects you to know everything!
NETWORK – your local CIM branch events can be a great place to start
DON’T STOP LEARNING – consider joining CIM’s CPD programme to keep up to date
ALWAYS BE RESPECTFUL – whether you’re talking to the CEO of your company or the cleaner
SET GOALS – unsure where to start? Join the CIM’s mentoring programme for professional advice
WWW.CIM.CO.UK
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