Advice on how to break into the Advertising World from the people who have done it most recently.
Each year, hundreds of bright-eyed, bushy-tailed recent graduates enter the enticing life of working at an Advertising agency. Some of them think it will be like Mad Men, but most are excited about the fast pace, the exciting work and, of course, the beer carts. What isn’t apparent to the outside world is how much work each of those advertising newcomers had to do to earn their spot at their respective agencies.
How to take those first steps towards ascent can be hard to envision, especially when the view from the bottom of that mountain is so daunting. Luckily, Minneapolis has a plethora of people who are more than willing to answer questions and help those who haven’t quite figured it out yet (myself included). Maybe it’s Minnesota Nice, or maybe it’s the fact that people here are excited to share wisdom about getting that coveted role because they have enjoyed it so much. Over the course of the last few weeks, I’ve had conversations with 10 people who have begun their careers in advertising within the last year, and there seemed to be some consistency in their words of wisdom. These pieces of advice come straight from people across disciplines (e.g. Account Executives, Creatives, Media Strategists, and Public Relations Specialist), and across agencies (e.g. BBDO, Haworth and Tunheim). This advice is important to hear, especially if you are like me and spend hours reading blogs similar to this one and stalking your favorite companies on LinkedIn. Each of the respondents for this article come from different backgrounds and have valuable advice to lend to those who are right on the heels of where they are.
This advice is important for me, too, to take. As a senior in college who may have life planned on paper, my head is a constant stream of “what if” and “how do I do” thoughts about getting into this industry for myself. I definitely learned a thing or two in writing this blog, and I hope that these wise words will aid others in finding their dream jobs as well.
- It’s not what you know…
It’s who. In this day and age, it is much more likely to get a job through a connection than it to get one through a traditional listing on a website. Easier said than done, but one thing that has shaped the way I have gone about networking is this Ted talk about communication. The whole video is worth the listen, but a key takeaway is to enter every conversation assuming you have something to learn from the person. This will force you to listen attentively and always treat the people who are taking time out of their day to speak with you with respect.
Start reaching out NOW to anyone that does something you might be interested in. Offer to buy them coffee, come prepared with questions (and follow ups) and be prepared to learn all you can from that person, no strings attached. Set a goal for how many people you’d like to meet in a certain amount of time and get started.
- Get good at pointed communication
You’ll hear this time and time again, but people who work at agencies tend to not have a ton of time to spare. However, in my experience, people are very willing to help others who want to get into this industry. Get good at being concise and not wasting time.
Some tips on how to do this: Don’t bring up a problem that you haven’t thought through solutions for, work towards complete transparency when answering questions, and ask questions only when they are relevant to all people in the room (and only when you can’t figure it out for yourself with a little work).
- Value the experience that you do have
Experience within the industry is unbelievably valuable, but is sometimes hard to find. Most people don’t get an internship at an agency until after their Junior year of college, so make the time before that count. Any work experiences you have can be applicable somehow to the job you want, you just have to figure out how. After all, this industry is all about storytelling, so go out and craft the story on how your experience can translate.
For example, an assistant account executive told me, “My first ever job was working at a restaurant as a hostess. I never thought about it before, but that’s kind of like being an Account Executive. Your job is to coordinate the servers (agency) and the customers (clients), helping to create a positive experience while delivering a meal (project or campaign). You’re working on the phone and in person, managing money, and you never stop moving!” If you don’t know what your story is, do a little networking and ask someone how to turn your experience into something relevant.
- Be ready to move quickly
Learn as much as you can before you start your first position in the industry. Before my internship this past summer at a large media agency, a current employee told me to try and learn media-related acronyms before my first day (things like RFP, KPI, CPM, TRP, etc) to make sure that I understood as much of what was happening during the first week as I could. It really helped me to hit the ground running and start asking questions that were more useful, for everyone, than “what does that mean?”
This industry is constantly moving, growing and shifting. Spend some time each day, or week, keeping up to date with what is happening in this industry, and be able to speak towards the changes and you are interested in. Having this knowledge will also help you narrow down what exactly you are looking to do in the future. AdWeek is a great resource for being in the know.
- Get exposure
We are so spoiled to live in Minneapolis. With the endless opportunities for involvement, you can always find some way to expand your experience. Put your qualms aside and start attending the events that are designed to teach the advertising population about the industry, and lay out an easy platform on which people can form relationships and get their foot in the door. “Raise your hand,” is one of the most common pieces of advice given to up-and-coming agency dwellers. If you see an opportunity arise, go after it and volunteer your time; you never know what you’ll be able to learn. Want to get involved? AdFed is a great place to start.
- Take a deep breath
“Advertising is not brain surgery,” and the events that occur day-to-day are much more fun than in many other industries. Work really, really hard, and appreciate the chances to play, but don’t take it too seriously. Some days will be harder, but hard work will pay off if you don’t let imposter syndrome get to you. A great teacher once said, “Advertising is a meritocracy, you rise and fall based on the quality of your work.” If you’re doing your best, don’t stress.
Tips: Leverage your resources. If you are staying up to date on industry shifts and forming relationships with a diverse set of people at an agency, you have things to fall back on when you are feeling overwhelmed.
- Be yourself
Hiring managers are looking to find people who genuinely fit into their culture. If you hide key aspects of your personality in an attempt to appear “perfect,” you may not fit in later on, and you’ll be hurting yourself and wasting the agency’s time. Think about answers to key questions (or stalk them on Glassdoor) and construct your story based on your truth and experiences. Let your personality quirks shine through because diversity of thought and personality is one way to ensure that a business will innovate and thrive.
Everyone who works at an agency has had to put him or herself out there and deal with vulnerability. Trust your education, experience and confidence to get you through the door. And remember, industry professionals… They’re just like us!!
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Kate Sefton is a senior in the Carlson School of Management at the University of Minnesota studying Marketing. Currently sitting on the Communications Committee of Ad2 as the Community Manager, she is excited to learn from the best young professionals in her dream industry.
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