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WHERE ARE THE JOBS? A PEEK AT THE FUTURE
According to government officials, both nationally and locally, the economy is rebounding and financial recovery is near at hand. If this is true, why are there so many professionals in the advertising, marketing and media industry looking for work? Go to any of the organization meetings and a good percentage of the attendees are networking for job opportunities.
To find out what the job market in Colorado really is like, Advertising & Marketing Review went to the experts to find out what jobs are available and what people can do to get these jobs. The experts were selected based on their specialties though, in fact, they all cover all aspects of the market. MicroStaff specializes in the creative and technical side and Jennifer Shedd shares her thoughts with us. Noble Sander Search emphasizes the executive employment aspect and President Steve Sander, like Shedd from MicroStaff, responded in a question and answer format. Jim Birschbach and Carl Cramer of MediaRecruiter.com cover the opportunities in all phases of media employment including what's available and how to apply.
Whether you are new to the market and looking for entry level work, downsized and trying to get re-employed or just looking to upgrade your current status, our experts have advise for all of you. Read on and may you find the job of your dreams.
By Jennifer Shedd, MicroStaff
Is the job market in the advertising & marketing industry improving?
Yes, the job market has been extremely difficult for marketing professionals over the last several years, but in the past four months there has been a noticeable increase in the number of marketing positions posted on various email groups, boards and company websites. It appears that budgets are freeing up and companies are moving forward with projects, which should translate into demand for the advertising sector as well.
What positions seem to be in demand at this time?
Marketing Managers and Directors, Product Marketing, Assistants, Traffic and Production Coordinators, Print and Web Graphics are positions posted over the last few months. Content development for web sites is a skill that has remained in steady demand.
What skill levels are employers looking for?
Employers are looking for a wide range of skill levels from Coordinators to Marketing Directors. While the market is improving, companies are still very budget-conscious so job descriptions are quite broad and require a wide range of skills. In high demand is the "Swiss army knife" employee with the ability to handle multiple marketing responsibilities. As companies are tasked to do more with less, they are seeking individuals with solid experience and the ability to be both strategic and tactical even at the management level. A proven track record and industry experience are also key.
Do recent graduates have good opportunities in the market or are there a lot of experienced people that are getting the jobs?
Both. Recent graduates who are flexible with their salary requirements are finding entry-level positions. One big advantage for entry-level job seekers is an internship, summer job, volunteer work or some kind of industry experience on their resume. Over the last few years, with the abundance of talented people in the market, companies could find an employee with a wide range of skills and experience for a very competitive salary, which affected some of the opportunities for recent graduates. Many companies however, are hesitant to hire a person that is extremely overqualified for a position fearing that they will leave for a more suitable opportunity as the economy improves. In general, companies seeking experienced people are looking for a proven track record producing results in Marketing and Advertising.
What is the salary range that new people and experienced people can expect to find?
During the .com boom salaries rose rapidly and in some cases were over inflated. Since the dust hasn't completely settled from the .com fallout the market remains somewhat unpredictable. Local salary resources are difficult to find and job seekers referencing sources like salary.com or other online surveys may be disappointed to find going market salaries are much lower due to regional fluxuations. Many experienced Marketing and Advertising professionals have seen salaries drop between 10%-20% since 2000. As always much depends on supply, demand and the specific company's industry. In general, entry-level and junior people in the marketing and creative arena can expect a salary ranging from $25,000 to $35,000 with Mid-level salaries ranging from $40,000 to $60,000 and senior-level (not including VP Level) salaries from $65,000 to $90,000.
Is there enough talent locally or are people being imported from other areas of the country?
There is plenty of talent along the Front Range for most marketing and advertising positions. Given the substantial expense of relocation, employers would prefer to find local candidates. For key positions, companies may still conduct out of state searches when the result of a thorough in-state search has failed to produce the right candidate, or when an employer requires specific industry experience that exists only in other regions.
Any other observations, suggestions that you wish to make to people looking for work in the industry.
With the decrease of company headquarters located in Colorado due to mergers, buyouts, office relocations and consolidations, the marketing and advertising employment outlooks have been particularly hard hit over the past 3 years. There are positive indicators that 2004 is going to be a good year! Companies will continue to be mean and lean with their marketing and advertising budgets, so proven experience in providing the most bang for the buck is key.
Applying solid marketing and advertising principals to ones own job search is important. Think of your features and benefits and then market them using a blend of mediums and methods. After a few tough years and a lot of frustration on the part of employees and job seekers, exhibiting a good attitude, creativity and flexibility in an interview can make all the difference!
MicroStaff has been in the business of providing creative and technical talent for Web and Marketing related projects as well as Training, IT and Software Development for the past ten years. MicroStaff is a great resource for supplying the individuals needed to execute successful marketing and advertising campaigns in all media for any budget.
By Steve Sander, Noble Sander Search
Everything You Ever Wanted To Know About The Colorado Job Market For 2004 But Were Afraid To Ask...
Q: There is a lot of national buzz regarding the rebound of the economy. What does that mean for the Colorado job market, and more specifically the job market in advertising and marketing?
A. Overall, the Colorado job market should improve in 2004, and that should carry over to more opportunities in advertising and marketing. But, the advertising/marketing employment sector is relatively small, so we're still talking about a limited number of opportunities being chased by lots of potential employees. The competition for jobs in our field will continue to be fierce, especially since many people want to relocate to Colorado from major metropolitan areas on the east and west coasts to improve their lifestyles.
Q: Does going back to school for a graduate degree or MBA help my chances for securing a better paying job in the advertising and marketing fields?
A: A: Having an MBA is unlikely to help your chances to earn more money in the advertising/marketing industry unless you want to move to the large corporate client side job in New York, Chicago or London.
Q: Is it necessary for college students to secure internships while they are going to school?
A: Anyone who is serious about getting a job in advertising/marketing should have internships while they are in school. Internships, while not always paid, offer real world experience and exposure beyond the classroom, and the opportunity to network with industry professionals.
Q: It often seems that the more years experience a candidate may have, the more difficult it can be for those candidates to land in another good job if unemployed. What advice do you have for seasoned advertising and marketing professionals who are getting back into a job hunt after a lay off?
A: Often the seasoned professionals have a hard time reinventing themselves after many years with one company. The best advice we can give is to suggest that this person take a closer look at how those skills/experience can be reapplied to another company, or related situation. Many people want to take the approach of looking for a very different type of job rather than building on their strengths.
Q: How does a candidate go about their job search when they are "overqualified?"
A: A. Be humble, and don't be afraid to "sell yourself" for a job that could be a stepping stone to greater responsibility.
Q: What salary expectations can someone entering the job hunt have? Both entry level and experienced?
A: A. In Colorado, entry level jobs are typically 24-30K. 5-7 year experience 35-50K, and 7-10 year experience 50-70K.
Q: For those unemployed, what do you consider a good use of free time while searching for a job?
A: Become a volunteer, get involved in trade associations, offer to work on a project for free, attend lectures, seminars, and classes. Try to team up with other freelancers to work on a project. Don't be afraid to take a part time job waiting tables, or working retail, while you searching. You won't have to list that job on your resume -- you can explain that during your job search, you needed to make money, and/or wanted to stay busy, get out of the house, etc. You never know who you might meet - a customer could help you network, maybe even become your next client or boss.
Q: Are there activities or affiliations that are unnecessary to include on a resume?
A: List those affiliations that align you with other volunteers, philanthropists and professionals in the community. It is good to show an employer that you have outside interests and responsibilities. It is not recommended to list information pertaining to family members and pets. Personal information can be divulged conversationally in an interview, not on your resume.
Q: Many career counselors advise that if a candidate has moved around a lot, that it is best to format their resume by skill sets rather than chronological order of experience. What are your thoughts on that style of resume?
A: A resume is also a timeline of applicable experience and information. It is a snap shot of your capabilities as well as when you made such accomplishments. Others might disagree, but we prefer to see your resume in chronological format regardless of how much movement. This style looks cleaner, is easier to read, and details what a candidate did when and with whom.
Q: What is the best way to try and schedule interviews with prospective employers and what can a candidate do to differentiate his/her resume?
A: There are many ways to package resumes in a creative fashion for making an impact. Start by writing an error-free, concise, and relevant cover letter & resume. You can be creative in how you present yourself -- colored papers, unique packaging beyond a traditional envelope, thoughtful references in your cover letter re: the company's recent successes, or something you may have in common with the recipient (you're both from Chicago, or both graduated from the same university, or both have run marathons, etc.). Candidates who really want to be noticed may send non-returnable work samples, or even a clever gift -- not to suggest gifts are necessary, but more often than not they do elicit a response.
Q: When an interviewer asks about a candidate's salary expectations, what is the best way to answer that question?
A: Be honest, regardless of your current situation. This is your opportunity to say what you are worth, even if you might be open to negotiate for the right opportunity. If you're not comfortable giving an exact figure (51k) give a range (low 50s). If you feel underpaid, or haven't gotten a raise in three years due to budget cuts, or are expecting a raise at an upcoming performance evaluation, say so, along with what your salary expectations are for your next opportunity. And, please be realistic -- if you're at 30k and feel underpaid, don't expect to double your salary with your new job.
Q: How reliable are job search internet sites such as Monster.com? What are the best resources to use to find out about recent job openings?
A: Don't get sucked into the internet trap when job searching. Search sites such as Monster and HotJobs.com are good resources to reference, but they are only a snapshot of what potential opportunities are really out there. Continue looking through the paper and company web postings, but you must also conduct your search by networking and keeping yourself informed. Don't be afraid to directly contact companies that interest you, with the goal of setting up an informational interview. Speak with friends, family members and former business associates to find out what they are seeing and hearing.
Q: What kind of experience is most attractive to advertising employers in Colorado?
A: Experience at other medium sized agencies with consumer/financial/B to B clients. Having an understanding at "hands-on," entrepreneurial approach that it takes to work in the agency world is very important.
Q: What advice do you have for recent graduates to get their foot in the Denver job market?
A: The best advice we can give is to get as much experience as possible through internships so you have some sense of what kind of career path is best suited to their skills and personality.
Q: What do you look for on a resume in addition to work experience?
A: Demonstrated commitment you are motivated to learn about their profession and have a passion for the industry. A commitment to self-improvement and involvement in their community.
Q: Is it important to create a professional portfolio that shows samples of work for interviews?
A: More than ever before, a portfolio of career successes, with samples of work is very helpful to help someone understand exactly what you have accomplished and what role you played in those accomplishments. My recommendation is that everyone should have a portfolio of samples of their work, whether you are in Creative, PR or Account Services.
Q: What advice do you have for new Colorado residents who are searching for a job in Denver?
A: Network through your existing contacts. Go to trade association meetings and network with industry professionals. Volunteer. Schedule information interviews. Be assertive and stay positive. Often times, hiring managers are seeking out of market talent, but don't want to pay to relocate someone -- use the fresh perspective you bring to your advantage!
Q: At what experience level do you see most advertising and marketing agencies hiring at?
A: Agencies are looking for junior level people on the account side, creatives (graphic designers and art directors) with experience and senior level specialized people.
Q: What particular industries do you see rebounding quickest?
A: Opportunities are most plentiful in the following industries: healthcare, especially nursing, education, bio-tech/medical and service industries like restaurants, retail and banking.
Media & Advertising Industry Job Market Improving!
By Jim Birschbach and Carl Cramer, MediaRecruiter.com
Job postings nationwide indicate that hiring in the media and advertising industries show excellent signs for significant growth in 2004. While the national economy "stutters" upwardly and the Colorado economy lags, the year ahead should be a great opportunity for new jobs, career re-starts and advancements.
MediaRecruiter.com is the nation's largest posting of media and advertising sales positions. During the 2nd half of 2003 postings on MediaRecruiter.com more than doubled during the same period in 2002. Today, the site has over 190 positions available, the highest number in over 24 months.
There are a number of motivating factors to increased job postings:
1. An improved economy. There's more business for business to chase. The growth opportunities for retailers were demonstrated last minute during Christmas, but it's creating more confidence and increased advertising budgets.
2. Increasing Media Consumption. Consumer media habits show more usage of various media resources simultaneously by consumers..... newspaper readership may be declining, but up to 40% of those online are also watching television or listening to radio at the same time. Listeners and viewers may watch or listen for shorter periods of time, challenging advertisers to incorporate different and more media into their advertising plan. With these changing consumption patterns, media companies are seeking new employees that understand multiple media consumption and that can demonstrate the features, advantages and benefits of their media product within this new world.
3. New Media Platforms. The traditional advertising message often doesn't work as well as it used to, fueling development of new technologies and organizations to support and market each of them. Advertisers are embracing new and alternative advertising platforms including online advertising, search engine marketing, on-premise electronic signage, cable television, high-definition television, video-on-demand, PVRs (personal video recorders), PDA (personal digital assistance)-compliant content and new technology in outdoor. This creates the need for more sales people, more creative people, more advertising consultants and agencies.
The challenge for advertising and media people is:
1. Embracing the concept of doing more with less. Every company is focused on increased cash flow and improved expense management. They need good people that understand the situation, not complain about it.
2. Staying visible in the employment market - whether a job seeker or job recruiter. Hiring managers are finding they need to be more pro-active in their hiring process. Decision makers are focused on the project, the revenue and often don't focus on recruitment. The recruitment process has never been longer. At MediaRecruiter.com we find many sales managers posting positions 12 months a year in order to be proactive and see every candidate resume in order to build a "list of recruits" to call upon when an opening occurs. Likewise, job seekers need to keep their names and information in front of target companies even when there is not a known open position.
3: Becoming quicker, smarter, faster.....and even more focused on the customer. With new media forms and consumption patterns, the competitive landscape of media choices continues to increase. A media employee at any position that can translate and simplify this evolving landscape for the customer will be a valuable asset.
4: As the economy rebounds and companies refocus on media, it's the
perfect opportunity for the prospective employee to "polish" his or her skills and talents to better serve the employer and the employer's customer.
Websites for Employers to Post Jobs & Candidates to Find Jobs
MediaRecruiter.com - Radio, TV, Cable, Internet, Magazine, Newspaper, New Media
TVandRadioJobs.com - TV, Radio
EMOnline.com - TV
SpotsNDots.com - TV, Cable
TVInsight.com - TV, Cable
NAB.org - TV, Radio
CableTVadbureau.com - Cable
MaslowMedia.com - TV & Film Production
Aquent.com - Advertising Agency Creative
EditorandPublisher.com - Newspaper
MediaBistro.com - Newspaper
MediaLifeMagazine.com - Advertising Agency
Adweek.com - Advertising Agency
AdAge.com - Advertising Agency
InsideRadio.com - Radio
MarketingJobs.com - Marketing
Jim Birschbach & Carl Cramer - MediaRecruiter.com
For more advertising and marketing help, news, resources and information visit our Home Page.
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