Friday, November 13, 2009

Question: (From Morgan)

Thank you for taking the time to read my message. I really enjoyed meeting you at the Advisory Council function. I have a question about how to differentiate oneself in a tough job market- I have acknowledged
that graduating into this down-trodden economy will not make for an easy job search. A cover letter and resume are often the only chance to make an impression on a potential employer. What advice can you offer about
what we should include in a cover letter to make a good impression? What makes a resume stand out from all the others that a company receives?

Thank you so much!

Answer: (From Steve Cody, Managing Partner and Co-Founder, Peppercom, Inc.)

Personalize. Personalize. Personalize. Make the cover letter as tailored to the company and the person to whom you're writing as possible. Dig deep into their web site. Find and read the trade media who cover their industry. And see if the interviewer's biography is available via Linked In, Facebook or, hopefully, the company website. List the issues, trends, challenges you see the company facing and explain how your specific work and classroom experience make you an ideal candidate. Be aggressive in your follow-up and, if you don't succeed, ask what you could inprove upon in the future.

Friday, November 13, 2009

Question: (From Holly)

This question is likely relevant to any council member; I only want to ask about the educational paths of council members in relation to their current career and how those career paths may have been affected by the council member's education. How likely is a major to set in stone the rest of a student's career? Or is a career path determined more by outside activities? In what ways can a student utilize his or her interests in such a way that it will positively affect the student's eventual career path?
Thank you!
Holly

Answer: (From David Campbell, President and COO, Chernoff Newman)

My original major in college was geology. It was during a time similar to this when unemployment was high and oil had spiked up high. During my senior year the price of oil went down and oil companies quit hiring geologists. I then got a business degree in finance and then an MBA. I started off in the banking industry and then became a securities trader. I used my finance and business education and experience to become the CFO of my current firm, an advertising agency. While the major doesn't set your career path in stone, it gets you your first job which gets you your next job. While it isn't impossible to go in a different direction than your major, you need to use your work experience to get you into the job you want. It is tough to major in art history, work at a museum and then decide to become an engineer one day and think it will be easy to get hired.

Wednesday, November 11, 2009

Question: (From Dominic, Senior)

What is one thing that would make a prospective employee stick out from the crowd?

Answer: (From Ruth Kinzey, President, The Kinzey Company)

Hi Dominic!

I can’t say there is a single aspect that will make you stand out. It is a compilation. Today, it is truly an employer’s market. Because there are so many candidates, companies have the leisure of selecting someone on knowledge, skill, experience, and personality. That’s right, they are looking for a “cultural fit” as well as someone who can do the job.

Because you also want to work for a company of which you are proud and which has a comfortable environment for you, you should be seeking a cultural fit as well.

So, what stands out in all of this? While you don’t have a long, professional career, you can do internships and volunteer work. Both of these provide you with experience and contacts. An employer will look to see if you are motivated to seize such opportunities. In addition, they will look at the types of organizations with which you are involved. Thus, they can learn how your interests and experience align with their brand. For example, if you greatly enjoy sports, do an internship for a sports-oriented organization and volunteer for a fundraising activity that is linked to sports, they probably won’t pull your resume for an interview at an arts-oriented nonprofit. That is not to say you wouldn’t be qualified. But in today’s market, they probably would not consider you a good cultural fit.

Also, be sure to take advantage of attending professional meetings and network with those who are in the arena in which you are interested. These individuals may be able to alert you to openings and put in a good word for you. Having a personal connection can make a huge difference in having your resume pulled out of the pile.

This type of behavior is what is necessary beyond the good grades to get you in front of a potential employer and increases your chances of getting the interview. After that, you knowledge and enthusiasm will help you in capturing that job.

Best regards,

Ruth Kinzey

Monday, November 9, 2009

Question: (From Charlie, Senior)

Dear Council Members,

In December I will be heading to NYC for a series of informal and formal interviews with prestigious communications firms. I am very excited about the prospect of attaining gainful employment with such dynamic firms. My question is simple, what are your top five things every interviewee should do and the top five things you should never do during an interview?

Thanks,

Charlie

Answer: (From Hayes Roth, Chief Marketing Officer, Landor Associates)

My interviewing rules of the road generally tend towards haranguing college students (including Charlie last Sept) to do the following:

• Learn everything you can about who you are going to see before you get there. With the interactive tools now available, there is no excuse for not knowing a great deal about the company your seeking to work for and even the people you’re interviewing. Know their clients, know their work, and, importantly, know their competitors!! The more research you do, the better you will be prepared. Simple, obvious advice, yet too often ignored or under-used.
• However, all of the above is not to impress your interviewer so much with how much you know about his or her firm and/or clients (you’ll never know as much as they do), but that a) you took the initiative to find out all you could, b) you demonstrated you know how to do research on a company or service (as that’s usually the first job a newbie is hired to do) and c) you indicate you have some idea how to assimilate information into a useful discussion.
• Based on the information you’ve gathered (see above), do not come to the interview with smart answers but rather informed questions! These should be thoughtful and engaging, eg. “I see your firm has worked for FedEx for what seems to be well over a decade— is that a typical client relationship for your organization?” or “I’ve been seeing all of the recent success stories around Ford and know your firm works for them on PR projects; would you attribute this success largely to your firm’s PR efforts, the ad campaigns or the Clunker program?” The key here is to have 3 to 5 questions prepared in advance that will generate answers that reveal how your target firm works, thinks and behaves culturally. HOWEVER— this is not a game of “20 Questions.” When you get your answer, don’t just move on to your next question but listen to the answer well and do a follow-up question or two to show you are actively listening and genuinely interested in the answers. This will be an indication that you have the potential to provide good client service and can keep a conversation going successfully (important, I believe, whether one is interested in being a good account person or creative type, and generally a useful habit in life!). This is also your opportunity to intelligently weave in some personal experience or skill that relates to what you’re hearing in the context of what the firm does or needs.
• My personal goal for virtually every client and business development situation is “to get the next meeting.” That usually means you had a successful meeting this time and someone wants to hear more! It won’t always happen, but if you are successful in communicating your interest and natural talents for company X during your interview, it is fair to ask as you near the conclusion of your interview: “Is there anyone else here at X I can talk to to further my understanding of your business and, frankly, make sure I’m on your radar screen should an opportunity develop?” Phrase it your own way but the more people you’re invited to meet, the better the chances that someone will have a genuine interest. And if the answer is a polite “Not at this time,” accept it, say you will remain in touch (see below) and move on.
• Once the meeting is concluded, a thank you note is a must. I personally prefer email, with resume attached, as it allows me to easily forward it to someone if I think it helpful or worthwhile. Hand written notes are nice and more personal, of course, but not as easy to use. The most important trick, however, is to actually follow-up appropriately. It means briefly recapping your conversation (& highlighting any particularly interesting part, eg. “I particularly enjoyed our talk about Y.”), PLUS recapping in one sentence or perhaps two or three succinct bullets why you believe you are a good fit for this company. It is important to remember that your interviewer(s) likely see many, many people like you over the course of time and that you, in fact, are a brand who needs to have a point of difference and to keep yourself fresh in the mind of your target org. This does not mean annoying your interviewer every week— but it DOES mean keeping in touch on a bi-monthly basis. This is best done when it’s about an update in your own career or development activities: Reminding them of your meeting x months ago and saying something like, “..based on your advice, I’ve spoken with so & so” or “I now have meetings with X & Y; do you know anyone at this firm” or “...any thoughts on this particular firm’s work,” etc. etc. You will usually get a response and you are then back on the radar. And if you do land a job somewhere else, by all means inform the people you interviewed elsewhere in the process and thank them for any guidance they gave or simply their time. In general, the most successful people in business really know how to network effectively; it builds contacts and trust and becomes increasingly useful over the years. (One of the few real benefits of aging, in fact!!) But it starts now!
  

WHAT NOT TO DO:

• Do not send long letters and emails to prospective employers extolling your undying interest in their firm; they will not be impressed and will not read anything longer than two paragraphs, I promise you.
• Do not send multi-page resumes— ONE PAGE ONLY!! Not interested in every little detail of your career at XYZ Widget Marketing for the summer— rather just highlight the most pertinent responsibilities wherever you worked (succinctly!) and particular skill sets (language, educational degrees, relevant extra-curricular activities, etc) but keep it brief.
• Do not walk into your interview not knowing what they do (see above)
• Do not spend your entire interview talking about yourself and your great achievements (see above)
• Do not squirm, fail to look interviewer in the eye, use excessive slang and the all pervasive and career-limiting words “you know,” “like” and “um”; we are looking to see if we can put you in front of a client without embarrassment— show us you can talk and act like an adult
• Dress appropriately. (I expect to see a tie, especially on young people, but I’m old school. It doesn’t hurt to ask about appropriate dress code before coming in, however.)
  

Hope this is helpful. Hayes

Saturday, November 7, 2009

Question: (From Lauren, Senior)

The following question is primarily for Phil Noble, but I welcome feedback from all advisory council members:

During our Advisory Council forum discussion in September, Mr. Noble mentioned how there is no need to overanalyze a crisis. With that in mind, how can you (or your client) cope with the media's oversaturation of a crisis when we have 24-hour news channels?

Also, how do you think the media's sensationalizing the news affects journalistic integrity?

I greatly appreciate any feedback, and thank you to those who attended this semester's Advisory Council meetings.

Sincerely,

Lauren

Answer: (From Phil Noble, President, Phil Noble and Associates)

Lauren

In terms of 'overanalyzing a crisis' - by this I mean that too often people freeze when a crisis develops and then they think they have to do all sorts of analysis before they do anything and take action. You are right that the 24 hour new cycle demands mean that they must act - in some way - immediately. Delay is always a problem. The initial action does not have to be definitive - Yes, X Y and Z did happen and we are working to get full and complete details and we'll let you know as soon as we have more facts - but over analysis and excessive delay can be very damaging.

Also, re 'the media's sensationalizing the news affects journalistic integrity'. Yes, absolutely. I think this is provably they biggest problem in journalism today. It's caused by lots of factors - the internet is squeezing profits, completion is ramping up, demands of ratings, etc - all combine to make news outlets hype their own story....everything is a crisis, a scandal or life and death.

I hope that I answered your questions and if not feel free to give me a call if you want to talk further.

Thanks,

Phil

Wednesday, May 13, 2009

Question: (From Lauren, Senior)

Good evening Ms. Kaplan,

I had the pleasure of meeting you at our Advisory Council meetings this past March, thank you for speaking with me.

I am updating my resume to reflect my current experience and accomplishments which causes my resume to be longer than one page. Do most employers have strict page length requirements for graduating students' resumes and what key words ("profit-oriented," "team player") should students use? Any information is greatly helpful, thank you so much.

Sincerely,

Lauren

Answer: (From Karen Kaplan, General Manager/Senior Partner, Fleishman-Hillard Atlanta)

Hi Lauren,

It’s great that you have a lot of good experience to tout, but my suggestion is that you try to keep your resume to a single page. Try using smaller type and fewer words, if possible. Since I don’t know what your experience is, it’s hard to suggest specific wording, but I don’t think you can go wrong using phrases like, “collaborative, team player; strategic, analytical, excellent communicator/writer, quick learner, etc. My key suggestion, however, is to emphasize any/all experience you have in digital and social media. As our business continues to migrate online, it is important to demonstrate that you understand how to get to the right audiences at the right time through the right channels—and online is the place people go for the majority of their informational needs today.

Hope that helps.

Karen

Friday, March 27, 2009

Question: (From Stephanie, Senior)

Ms. Bunton,

My roommate was in Dr. Reardon's Comm and Technology class today (Friday, March 20) and told me she heard someone speak who was "me in twenty years". After hearing her describe your discussion, I can only hope that is the case.

I am incredibly interested in what you do. I love that you are making a difference, and not for yourself, but often for women you have never met. I like that you are experiencing things first hand in other places and bringing back information that (as evidenced by your trip to, was it Panama?) can be essential in foreign relations. I graduate from The College in May, and often find myself wondering, "How do I get there?" Did you always know what you wanted to do, or was it a series of stumbles in the right direction? Was it your graduate/undergraduate experience that helped place you in the position you are in today? Do you have any other advice for someone graduating in such fabulous economic times?

I hate that I did not get to hear you speak in person, but would love to the next time you are in Charleston. I am very interested in your story, and would enjoy hearing more than can be supplied by your bio, especially as my roommate was so excited to tell me her perception of our similarities.

Thank you so much, I look forward to hearing from you.

Stephanie

Answer: (From Jeannie Bunton, Vice President, External Relations Group International Center for Research on Women)

Dear Stephanie:  How very nice to “e” meet you.  Thank you for your warm note.  (I have to thank your roommate for the plug.) This was my first visit as a shiny, new member of the advisory board.  I understand September is the next meeting.  So, if I get back there before you graduate, yes I’d love to meet you.  Alternatively, let me know if ever you are in Washington, and our schedules permitting, I will buy you a cup of coffee.  In the meanwhile – there’s always email.

You asked: 

“Did you always know what you wanted to do, or was it a series of stumbles in the right direction?”

The answers are “yes” and “yes,” sort of. Broadly defined, I always have known that I am attracted to the “three publics” (a different kind of trinity you might say): public policy, public communication, and public service. My degree in journalism, and later my masters in public communication grounded me in the fundamentals – the tools I would need to be a professional success. The rest was built around personal passion and a commitment to being all that I could be using my education, common sense and constantly scanning the horizon to apply those skills and sensibilities. That’s a fancy way of saying … work hard, make yourself indispensible, and leverage every opportunity to the fullest. According to the Chinese zodiac, I was born in the year of the serpent. Serpents are famous for shedding their skins and going off in new directions. While I have worked a number of different places over the past two decades – there is a common frame of reference to each position I have held – public service (the work contributes in some way to a public good). Each skill that I have honed in one aspect of my career has informed another. I draw on all of those experiences now (even way back 20 years ago to being a journalist) Every day. 

As for the second part of your question – I wouldn’t say my decisions were stumbles, but rather I’ve had the good fortune to be recruited – some times it’s even harder to leave a job when you’re not looking for a new one … but never the less it is presented to you. So, I’ve tried to not let my career “plan” get in the way of great opportunities. I ask: “What will I learn?” “Where it take me next?” “Will it take me out of my comfort zone?” “Is this how I want to spend my time?” Afterall, I am the CEO of me … my professional reputation is my brand.

“Was it your graduate/undergraduate experience that helped place you in the position you are in today?”

Of course. Both experiences taught me how to write, think critically, and be engaged in the world around me. 

“Do you have any other advice for someone graduating in such fabulous economic times?”

OK – sticking my neck out here a little – but since you asked -- I’d encourage you to look beyond the mere written job description in deciding which positions to apply for or not – keep in mind – it’s not a life sentence – it’s a first job. Think critically and opportunistically: Will this role lead to other roles within the organization, company or institution? Will it allow you to pivot – or launch on the next thing – which is what you REALLY want to do? Will it help you get the expertise you need to advance? Will other intrinsic and extrinsic things evolve as a result of your affiliation with this workplace? Then when you get in the door – be indispensible. Never take a problem to your supervisor without offering a solution. Don’t wait to be told if you see something that needs doing. No doubt, it’s tough out there. So, when you do land your job it will be all the more rewarding. Be great. Have fun. 

Hope this helps – and just “send up a flare” if you have other questions.

All best,

Jeannie