After three years of hard work, student accommodation and late-night library sessions, last summer I graduated from the University of Lincoln and prepared myself to enter the world of work.
With a degree in Graphic Design under my belt, and terms spent learning web design, creating infographics and mastering Adobe Creative Suite, I was eager to break into the digital marketing industry.
I certainly had good reason. Employing in excess of two million people and contributing to no less than six per cent of our Gross Domestic Product (GDP), the digital and creative sector is one of the fastest growing in the UK. Aside from the industry’s impressive employment credentials, especially at a time when many graduates are struggling to find work, I was attracted to its fast-paced nature; with an evolving world of Google updates and new online trends, ongoing learning would not only be a strong possibility, but an essential part of any digital marketing role.
Armed with a bucket load of enthusiasm and an industry-relevant qualification, you can imagine my shock when I found that getting a job in this rapidly expanding sector was harder than I had anticipated.
So, six months into my graduate scheme in digital project management, and cap and gown time looming for many students, I feel it is my duty to share my experience and tips to help the next cohort of digital marketers kick-start their careers.
The job search
The digital industry is home to a wide selection of job roles, covering everything from programming and development, to creative design and copywriting.
As a result, it is not just those with traditional marketing or design degrees that secure entry-level positions. Search marketing (the process of increasing a company’s online visibility) can involve analysing complex data trends, and appeals to those with Maths degrees, whilst many public relations (PR) professionals have backgrounds in journalism.
I have colleagues that studied Sports Science, Physics, English Literature and History, who are working in roles from Pay Per Click advertising, to account management and everything in between.
So cast your job-hunting net wide. Apply for a range of roles that appeal to you, even if your degree might not seem immediately relevant. If you take the time to interrogate the skills you acquired on your university journey, you might find yourself eligible for more positions than you previously thought, or had even considered.
Be sure to look for jobs in a wide range of places. A quick Google search will provide you with a number of websites listing graduate positions in digital, but remember to explore traditional routes too. Newspaper careers sections and job fairs are still great ways to find vacancies, and networking events, trade shows and exhibitions provide great opportunities to meet those that work in the industry. Remember to take CVs with you to these events as, even if the people you meet are not recruiting at the time, you can ask them to keep yours on file.
The job application
Writing a good CV is important for any graduate job, but, if you want to break into digital, it is vital to demonstrate your passion for all things online. As a given, your CV should be factual and list your experience, qualifications, interests and qualities. However, to increase your chances of reaching the interview stage, you need to show a prospective employer that you not only take an interest in the world of digital, but you are also actively contributing to it.
Hopefully you will have some relevant experience to draw upon here. If not, can you list any university projects that might have involved digital; maybe your dissertation or another piece of coursework you are particularly proud of? Have you written for your student union newspaper or started your own blog? Perhaps you have your own YouTube channel or regularly create Pinterest boards? If you cannot think of any examples, you still have time to build up this experience in your last few months at university.
Alternatively, you could demonstrate your creativity by being experimental with the form or look of your CV. If you are an aspiring graphic designer, could you create an infographic to display your skills and experiences, or, if you are a keen web developer, could you create a website to host your curriculum vitae?
As well as a carefully crafted CV, you will also need to produce a covering letter tailored to each job you apply for. Most companies are looking for more than just a new employee; they need someone who is a good fit for their team. You need to show that you will be a perfect match for the company’s culture as well as the role on offer. This is something that is just not possible with a generic covering letter, so avoid emailing out a blanket pitch with every application.
For each job that I was interested in, I made sure that I researched the company beforehand. I looked up its website, read its blog, followed its social media channels and performed some Google searches. I made sure that I did all of this before drafting a covering letter demonstrating that I not only understood the company’s services, but I appreciated its values and unique selling points.
At the very least, (especially if you are applying for a job in copywriting) make sure that you proof-read your application. Nothing says ‘I don’t want this job’ more than a covering letter and CV riddled with mistakes – it shows a lack of care and attention to detail; and in digital, the details matter.
The job interview
After the initial euphoria that succeeds a call-back for an interview, comes the sickening realisation that you now have to attend an interview.
Research will be the greatest weapon in your armoury here, along with running through some potential interview questions and considering your answers to these. Use blogs and industry websites (such as Fourth Source) to ensure that you are up-to-date with digital news and trends and do your homework on the company. A little bit of preparation will help you to avoid any embarrassing faux pas and ensure you better tailor your answers.
In one interview I was asked to give a prepared presentation about ‘my digital hero’. This is just one area where my previous research was invaluable, enabling me to show-off my knowledge of a recent digital campaign and prove that I truly understood the agency’s values. I knew that its staff had a sense of humour, so I picked an example that used comedy to get across a serious message in the hope of making them laugh. It was a gamble, but one that paid off, so you can take a risk to get yourself noticed (provided that it is appropriate for your audience of course).
There are some areas where you should play it safe though. When it comes to demonstrating your talents and experiences, it is always best to show as well as tell, so why not bring along a portfolio? Include examples, photos, screen grabs or anything else that will bring your CV to life so that a potential employer can see exactly what you can do. This will also give you something to come back to if you get nervous, serving as a reminder if you forget to mention an important example of why you are perfect for the job.
Success!
Breaking into digital certainly requires hard work and determination, but the effort is definitely worth it.
My first few months in the industry have been fast-paced and I have certainly had a steep learning curve, but I have loved every moment. So far, I have not only had the opportunity to work with the client services team, but I have conducted competitor research, been to training conferences and I am now helping to manage the production an array of client websites.
So my main piece of advice, if you are looking for a graduate job in digital, would be stick with it. There really is a wealth of entry-level digital marketing opportunities out there, you just need to appreciate how tough the competition is, and be determined to stand out from the crowd.
