Marketing yourself to Media employers Steve Perring, History Researcher, Horrible Histories Kate Copland, Careers Adviser www.york.ac.uk/careers/inforeso urces
Apr 01, 2015
Marketing yourself to Media employers
Steve Perring, History Researcher, Horrible Histories Kate Copland, Careers Adviser
www.york.ac.uk/careers/inforesources
Aims:
• Recognise the value of “personal branding” in this job market
• Be able to identify your personal brand
• Know how to use a variety of methods to market yourself effectively
• Perfect your pitch!
Personal Branding
• Your unique selling point (USP)
• Identifies you as an individual and what you have to offer
• And/or identifies you as a representative of an organisation – you embody the company values / image
• Creates a specific impression to others (an impression that you can control and influence)
Examples:
Ant & Dec
• family values• entertainment • cheeky chappies
Russell Brand
• edgy • unpredictable• youth culture• unconventional
Importance of personal branding:
• Your image, what you do, who and what you associate yourself with all creates an impression.
• In order to market yourself effectively, your personal brand needs to relate to the company brand.
• So, you need to know two things:
1. What’s the company brand?2. What’s your personal brand?
Sector strategies
• What’s appropriate for the organisation?
• What does the company do?
• What’s the company’s image?
• What’s the company culture- how do people dress/behave?
= values = innovation
• Commercial awareness: http://
www.lawcareers.net/Information/Features/03072012-What-have-you-been-reading-Hello-Magazine
Resources:Know your sector and know your company!• www.york.ac.uk/careers/infosheets (Work experience in Media)• www.broadcastnow.co.uk (hard copy in Careers Centre) – Digital Spy• http://www.prospects.ac.uk/sectors.htm (Media & Publishing)• http://www.bbc.co.uk/academy (BBC Academy for all areas of Media)• http://www.theunitlist.com/ (Jobs advertised by also loads of help)• http://www.geitf.co.uk/thenetwork (Free intro in TV world)• Production company websites• York Graduate Profiles www.york.ac.uk/careers/profiles
• Professional Connect/ alumni events www.york.ac.uk/careers/events
• Primary research: Work experience!
Not sure what you want to do?• Employability Tutorial (in the VLE) www.york.ac.uk/careers/options
What’s your personal brand? or Who are you and what do you want?!
• Career goal or personal profile on CV?• Elevator pitch?
• What NOT to do!.... https://www.youtube.com/watch?v=2sszNdXF9Bs
2 minutes….• Skim read your CV or brain storm yourself• Note down key words/ themes/ impressions that stand out
Personal branding:
• What does this say about you?• Is this the impression you want to give?
Media Qualities
CreativityReliability
Skills related to History:
• Critical analysis and ability to condense large amounts of information
• Communication
• Ability to construct a logical and persuasive argument
• Problem solving
• Team work (group projects and seminars)
• Research – not just history!
• Self-management
• Time management and dealing with multiple workloads
• IT skills
• Creativity
• Numeracy (use of statistics)
Marketing approaches:
1. Online
2. Applications
3. Face to face
1. Online:
• Twitter- what are you saying? Who are you following? What does this say about you?
• Privacy settings?! Who are you accepting?
• Examples of your work: blogs/ website/ virtual portfolio/ YouTube• Is your online presence consistent in terms of quality and message?
(e.g. Want to work as a journalist, but write articles contradicting your opinions expressed in previous articles?!)
• You can showcase your skills and create a great impression before an employer has even met you!
STEVE:
Marketing approaches:
2. Applications:
• CV, cover letter, application forms, speculative approaches
• Are these well written? Free of spelling errors? Consistent and clear messages? Tailored to the company and the role? Is the role something you could do?
• If you have a clear understanding of your goal(s) and why your skills and experience are relevant, you will write a much stronger application!
3. Face to face:
• Interviews and assessment centres:1. Social interviews: pub/corridor/coffee. Very informal. Be
open to opportunities! Get way in.
2. Formal interviews/ assessment centres: situational questions, commercial awareness questions. You are expected to know about the industry, current affairs and what’s popular. Watch TV! Can you cope with stress and thinking on your feet?: “Pitch us an idea”…
• Networking: careers fairs/ industry events, work experience, volunteering, social events, personal interests (e.g. art exhibition, film festival..)
Networking nightmares!
Networking tips:
• Prepare! Who will be there? What do you want to find out?
• Bring a friend – pros/cons (Tag teams?!)
• Review the room – where are the people you would like to target? Name badges/ zones/stands? Even if a person isn’t necessarily useful still have a chat – you’ll never know where it might lead and if you’re rude then word spreads!
• Approach people on their own- make small talk? Build your confidence.
• Look for groups to break into, rather than people in pairs.
• What NOT to do…. http://www.youtube.com/watch?v=THNPmhBl-8I
The graceful exit
• Think about the message you want to leave the person with• Thank the person• Introduce others, or ask for an introduction yourself• Follow up meeting/email/article/information• Reconnect at a later date• If you say it, mean it, and do it!
Escape routes:
• “Shall we check out the food?”• “It’s been great talking to you, but please excuse me I’ve just spotted
someone else I need to catch.”• Need the loo!• Time – need to head home.
Pitch us an idea!
Working in teams you will have 5 MINUTES to prepare an idea and then 2 MINUTES to pitch it to us.
What’s your idea
and why should
YOU be the ones to
produce it?
What makes it
unique/different?
Resources:York Award courses:• Your online brand • Networking for beginners https://www.york.ac.uk/students/work-volunteering-careers/skills/york-award/ya-courses/
Careers sessions:• CV and application writing sessions www.york.ac.uk/careers/events • CV and application reviews www.york.ac.uk/careers/gateway
Online resources: • Successful networking (info sheet) www.york.ac.uk/careers/infosheets • CV Guide (in the VLE) vle.york.ac.uk• www.york.ac.uk/careers/applications
Who to follow
• @TheBBCAcademy – the BBC Academy (and @BBCCoP)• @Don_b_kong - runs the BBC Trainee Schemes and Pool (often posts advice)• @4TalentDays – Channel 4’s advice scheme• @ITVCareers – often old advice sessions and workshops• @tvtalentmanager and @theunitlist• @journalism_jobs - for newspapers and journalists• @GuardianCareers• @WIJ_UK (Women in journalism)• @TheTVIndustry – for people specifically interested in TV• @RTS_Futures - Royal Television Society• @BAFTAGuru • @LondonLive – keep abreast of new areas of TV• And of course @UoYCareers!
• Plus anyone you meet networking – it’s a great informal way to stay in touch - @stevenperring
Help and Support:• Open Mon – Fri , 10am -5pm
• www.york.ac.uk/careers
• CV and application reviews
• One to one advice/ info appointments
• Careers Fairs and events
• Employability Tutorial, CV guide
• York Award, Volunteering, SIB
• E-guidance: [email protected]
• LOCATION: campus central carpark, next to Vanbrugh and Market Square shops
www.york.ac.uk/careers/inforesources
www.york.ac.uk/careers/inforesources
To access this presentation and the Information Sheets:
• Getting work experience in Media• Considering Broadcasting• Successful networking