How to avoid the job search mistakes most people make
What are the mistakes people make when looking for a job in advertising? Quite simply, they revolve around a lack of preparation on the job hunter's part and a failure to focus in clearly on the agency world. I have identified the six most common mistakes that I see repeatedly. These are, simply:
- Failing to target specific agencies
- Not knowing what you really want and which agency is best suited to you
- Not attracting enough interest with your resume and cover letter
- Not understanding how advertising really works
- Relying on want-ads
- Not being prepared for the interview
The first thing most people do when they begin looking for a job is to take the shotgun approach. Unlike other firearms which send out a single bullet, shotguns spew hundreds of tiny pellets that cover a broad area. Hunters who use shotguns believe they will have a better chance of hitting their target with a wide sweep of pellets than with a sole slug. Many job hunters, too, have adapted this theory, believing that if they mass produce their resume and cover letters and then send them to every agency within a selected geographical area they will increase their chances.
MISTAKES CREATIVES MAKE
Creative's are those people in an agency who develop the ideas for ad campaigns and other projects. Quite often newcomers to the profession who are looking for creative positions such as designers and copywriters will make one or more of the following mistakes while interviewing.
Mistake #1
The most common mistake is overstocking a portfolio. When an interviewer is forced to look at every piece of work an applicant has ever produced it is both annoying and time consuming. To avoid this mistake, include only your best work and limit the number of pieces you take. Ten to fifteen pieces is a good average. Along these same lines, don't talk too much about each piece. It is best to simply show the work, explain the project in ten words or less, and then wait to answer questions. If none are asked, move on.
Mistake #2
Some applicants are so focused on becoming an agency creative that they refuse to consider an entry-level position. The people most prone to this mistake are recent graduates whose work was favored by their professors. Their work was usually far better than that of fellow classmates and, as a result, they came to believe that their abilities would receive the same accolades in the job market. They also believe that talent is the most important factor agencies want. But talent is only a small part of the odds of finding an available position. The reality is that people who take this approach actually decrease their opportunities.
The reason is that every agency is different-not only in size but also in the particular market niche or niches each agency focuses on, the client base, the agency's structure, and the philosophy by which the agency is run. When someone sends a generic cover letter to an agency, it is glaringly apparent to whoever has the unfortunate task of reading it that this person took absolutely no interest in researching the agency. Research is the most important part of developing an ad campaign. And most agency people I know agree that those individuals wanting to work in advertising who ignore the research phase of their very first ad campaign-the selling of themselves to an agency-will not be worth considering. If these people cannot take the time to market themselves, or do not know how to research each agency they want to target, or do not position their capabilities in a way that is compatible with the information their research reveals, they certainly will not be very good at doing it for clients. I once received a generic cover letter from a young lady who began her letter with Dear Sir. She did not even know that my agency was owned by a woman. You can probably imagine what I did with her letter and resume.
Business of advertising
Agencies need people with experience and experience can only be acquired on the job. Most neophytes, regardless of the splashing display of talent in their portfolio, will be brought to do the jobs that the agency creative don't have time for, such as paste-ups, layouts, proofing, cutting overlays, and other rote production work, as well as answering the phone, picking up, and delivering.
Mistake #3
Sometimes if an interviewer is impressed with an applicant but a full-time position is unavailable, the applicant will be offered the opportunity to do some freelance work or come into the agency part-time. Some would-be creative absolutely refuse to consider anything other than a full-time position. By following such a narrowly defined career path, they are actually undermining their own future opportunities. Many of the people I have hired in my agency began as either part-time employees or freelancers who became so valuable I brought them in at the first opportunity. I know this to be the case at other agencies as well.
In fact, freelancing can be a very smart route to take if you are having difficulty finding the kind of agency position you want. Rather than giving up and looking for employment elsewhere, you can offer to do some freelance work for the agencies that interview you but have no openings. This gives you an opportunity to get to know the people at the agencies and the kind of work they do. You will see firsthand which agencies you like working with and which ones you want to avoid. You may also surprise yourself and find that you are attracted to the freedom, not to mention the money that can be made, when one becomes an experienced freelancer.
