The Most Marketable Skills (in marketing) for 2015

The Most Marketable Skills (in marketing) for 2015

Webucator (www.webucator.com) asked me to blog on skills that would be most needed in 2015 and I agreed to write about Marketing.

The basic skills of marketing: strategic thinking, analytics, product and project management--haven’t changed. The tools and tactics that marketers use have changed dramatically. Online channels (Internet, phone, interactive TV, etc) have been added to the mix—in some cases dominate the mix.

How we obtain data and the speed it’s acquired has forced marketers to move quickly to adjust. Marketers have to be aware of what’s new and what is changing and seize on the opportunity. 

 Having some of these key skills before leaving college will give you a huge leg up on getting your first marketing job.

A recent look at available jobs on Linked In in the NYC metro area shows the following: 3,000+ openings in Marketing Analytics, 2,500+ Digital Analytics, 6,000+ in various areas of social media, 1,000+ for UX/UI people, 6,000+ Digital Marketing, 800+ Channel or Multi-Channel Marketing, 1,400+ Mobile App Development.

What does this mean for the recent grad or someone with a little experience? 

  1.     Have some experience before you start your job search. If you can’t get a paid internship, work for free. If you need to earn money, work during the day and intern on weekends and the evening. Ask to work with the person who is doing the analysis, the social media plan, the UX development.

   2. Investigate what software and measurement tools are needed and in high demand. You can do that quickly by looking up the open positions on Linked In, corporate websites, indeed. They all list what is required in the job description.

  3. Know all the social media outlets: what’s hot, what’s new. Be the expert on how companies use their twitter feeds and blogs to their benefit.

  4.   Know the terminology: SEM, SEO, PPC, Paid Search, google adwords, site catalyst, webtrends, facebook analytics, CCS, Java, Ruby on Rails—the list is endless.

  5. Marketing strategy: How does the digital channel fit with other channels (Uber is an app that uses email marketing, advertising and direct marketing).

 

  6.  How do we sell stuff and what stuff do we sell; again analytics and research.

  7.  Nimbleness—ability to learn new things as they come—the world changes so fast that you need to know what's next before the person next to you.

  8.     Doing more with less—budgets have decreased or been diverted to cheaper alternatives; much easier and cheaper to test on the web/phone than sending out a direct mail package.

  9.  CRM across the board: keep your customers coming back; cheaper to keep them than to get new ones.

Ellen Weber | Managing Director | CareerPath Executive Recruiters | Digital, Direct and Marketing Talent Acquisitions  

https://www.linkedin.com/company/careerpath-executive-recruiters

ellen@careerpathassociates.com|www.careerpathexecutiverecruiters.com
Blogs: ellenweber.wordpress.com |collegegradjobsearch.blogspot.com |Twitter: @lnwebr| Linked In: www.linkedin.com/in/ellenweber

New Facebook Page

https://www.facebook.com/careerpathexecutiverecruiters

And link to my Linked In profile: 
www.linkedin.com/in/ellenweber 

And Linked In Business Page: https://www.linkedin.com/company/3184464?trk=tyah&trkInfo=tarId%3A1421249921376%2Ctas%3ACareerpath%20executive%20%2Cidx%3A1-1-1

How to double your salary (Linked In article)

https://www.linkedin.com/pulse/how-double-your-salary-hiring-j.t.-o%2527donnell.

Thought this was really good--especially for those starting out your career. Not sure the disruptive cover letter will work anymore but if it's as detailed in actual specifics about the job the you want, maybe it would (hard to get anyone to look at that stuff anymore....)

40 Incorrectly Used Words That Can Make You Look Dumb

https://www.linkedin.com/pulse/article/20141203134446-20017018-40-incorrectly-used-words-that-can-make-you-look-dumb.

I would love for someone to write the same for oral/verbal usage .... We can start with "me and Mary went to the store"

College Majors and Lifetime Earnings

And for those of you who are looking to change careers.....

http://www.hamiltonproject.org/papers/major_decisions_what_graduates_earn_over_their_lifetimes/.

When Google speaks, people listen

The Biggest Mistakes I see on a resume (from a google HR person). I'm going to check my resume now...

https://www.linkedin.com/pulse/article/20140917045901-24454816-the-5-biggest-mistakes-i-see-on-resumes-and-how-to-correct-them.

Remember this is from a company that hires engineers. Other companies will give you some slack--but check for anything obvious....

Resume Tips for recent grads and interesting blog

This is an informative blog and a re-post--couldn't have said it better myself.

http://www.youtern.com/

10 Things That Aren’t On Your Resume (But Should Be)

This post was originally posted on YouTern written by Mark Babbitt .
Many young careerists – even those with a couple internships under their belt – feel as though their resume and LinkedIn profiles are, for lack of a better word… lacking.
And sometimes this is true – especially when you’re up against someone with three, five and even ten years of at least semi-relevant experience. In that case, how do you compete?
You compete – and win – by including on your resume the achievements, projects and assignments you may have overlooked, or chose not to put on your resume because they were short-term, campus-only related or “not a real job.”
Here are nine great examples (and one thing that probably is on your resume, but shouldn’t be):

Social Media Savviness

No. You aren’t a guru, ninja or an expert. But you do know your way around Twitter, Facebook, LinkedIn, Instagram and Pinterest. Your profiles may be the envy of all your friends and colleagues; the number of followers is respectful. Throw in your knowledge of Hootsuite, Tweetdeck, Twitter Chats, LinkedIn Groups, Facebook ads – and whatever else you’ve dabbled in so far – and you just might impress the social media novice whose organization needs social help, right now.

Self-Learning

In today’s job market, there isn’t a single employer who doesn’t respect someone who took it upon themselves to learn a skill, or master a software program relevant to their organization. Demonstration of expertise using project management, Photoshop, Salesforce, Infusionsoft, Google Analytics – and maybe even a little coding – can take your resume from “meh” to “marvelous!”

Freelance Projects

Remember that project you did for the business near your campus? Or the couple of weeks you spent at that non-profit solving its biggest problem? Those mini-projects weren’t real jobs, no… but they were real experience. List every relevant project you’ve ever taken on. Display the impact you had on the organization you served (quantify!). Show your entrepreneurial spirit! And you’ll catch the attention of a hiring manager looking for someone not afraid to take on a project alone.

Theses, Studies and White Papers

Did you head up a research project? Write an industry relevant thesis that blew your professor away? Did you lead an on-campus or community-based study? Each of these projects shows attention to detail, problem solving and analytical thinking – three skills in high demand by nearly every employer. Again, show the impact of your work; and talk passionately about the mission. Employers don’t only want to know what you did… they want to know why you did it.

Content Creation

Have you begun blogging? Guest blogging? Have you begun to show your subject matter expertise in a podcast, or a video blog? Maybe a YouTube channel? Have you built a community of followers? All of those things go on your resume! Employers will respect that you are willing to let your thoughts be known, and aren’t afraid to stick your neck out. They’ll get a glimpse of your personality and passion. And – if the fit is right – they’ll develop a bond with the digital you, well before they call for an interview.

Industry Relevant Competitions

Speaking of not being afraid to stick your neck out: relevant competitions – online, through your community, industry associations, the local chamber of commerce, and your fraternity or sorority – are a great way to punch up your resume. Although a bonus (instant credibility), winning isn’t necessary!
Just show that you have competed for the third consecutive time at the regional business plan competition, for example, and entrepreneurial minded employers will be impressed. These organizations also make for great networking and keyword elements on your resume. An employer might say, “You were in the Alpha Kappa Psi CASE competitions? So was I!” And, just like that, a relationship has started – and an advantage gained.

Anything Leadership

On-campus clubs, volunteer assignments, part-time retail jobs, heading up a fund-raiser or a committee, campus ambassadorships… anything that shows you were leading from out front must go on your resume. Again, be sure to show your impact; don’t just say you are a lifelong learner, show your impact and talk about what you learned.

Conferences Attended

That person with the three to five years of experience on their resume… have they attended your industries’ annual convention this year? Last year? Ever? Probably not, but perhaps you did – giving you another advantage over the competition. While you were out there listening to Seth Godin, Dan Pink and Matt Cutts, your competition was watching Wheel of Fortune in their pajamas. Who would you hire?

Reverse Mentorship

All that social media and blogging experience you’ve obtained… ever put it to good use? Ever walk a CEO through a Twitter chat? Or set up a WordPress blog for a solopreneur? Maybe helped get a Mom and Pop shop’s books in order, then show them how to run Quickbooks? Each of these instances of reverse mentorship shows you are willing to give back and teach across generational boundaries – a fine, and marketable, skill in today’s workforce.

Bonus: Remove THIS from Your Resume

When you’re all done with the newest version of resume – when you’ve added all your relevant accomplishments – you’re going to take one more step guaranteed to help you compete better…
Unless you are going into a field where these things still matter (medical, engineering, law, etc.), you are going to get rid of everything that makes you look like a current or recent student. Everything!
GPA, relevant coursework, expected graduation dates – all of it. Why? Because no one hires students. They hire capable, work-ready young professionals prepared to help them achieve their goals and solve their problems. On your resume and LinkedIn profile: Don’t be a student.
How does your resume look now? More professional? More complete? Perhaps less… lacking?

Is your student prepared for life? Career Training 101.

From the NYTimes: http://nyti.ms/1qtDkFp.

Very few colleges/universities are preparing our graduates for life. That may have been okay years ago, but not now. Courses preparing you to find a job/career should be required to graduate and should start early--by second year the latest.

There should be a dedicated office and staff within schools to meet this huge need. It should be staffed by people who have real world experience (corporate HR and recruiters for example) not academics. Helping to direct these students to areas of greatest need and opportunity is key. Start the experience building early in the summer and on-campus. Help the students to navigate the world of social media early--for business purposes not social.

There are many companies that are looking for a bargain--someone they can bring in on the cheap but has a little bit of experience so they can help immediately. 

The 11 Top-Paying Jobs Straight out of College

Thanks for this Lauren Hughes: http://www.careercast.com/career-news/11-top-paying-jobs-straight-out-college.

Two of the top 10 are in digital marketing/development.

UX/UI and more

This post is great. http://www.fastcodesign.com/3032719/ui-ux-who-does-what-a-designers-guide-to-the-tech-industry?partner=rss&utm_content=buffer4be1b&utm_medium=social&utm_source=linkedin.com&utm_campaign=buffer.

If you can do this stuff, you will be employed. It's hard to tell though what the real skill set is for most of these jobs. Can someone with limited graphic design ability do this?

Catching Up

I haven't written in some time. I have lots to say (or read things that I'd like to pass along) so I'm back...

Just saw this article today and thought it would be great for new and junior people in the work force. And maybe even refresher info for the seasoned executive.

https://www.linkedin.com/today/post/article/20140705055830-52594-the-five-deadliest-job-interview-mistakes?goback=.mpd2_*1_*1_*1_*1_*1_*1_20140705055830*552594*5the*5five*5deadliest*5job*5interview*5mistakes&trk=prof-post.

The article has very basic info on how to be remembered and coveted for a job--how to break through the pack of other applicants.

What I find very interesting about this article is the assumption by the writer (a seasoned ex-HR person) is that so many people would make it to interview stage. There has to be a screening out process somewhere (starting with the resume and then phone screens) so that only the top people are being shown to the hiring manager. If there isn't someone internal (or an external recruiter like me) doing this, then the hiring manager is wasting an enormous amount of time and resources just getting to the "meat". If at all possible, I like to present a maximum of 5 qualified people to a hiring manager. Best if each of them have slightly different skill sets and/or personality so the hiring manager can "nail" down what they are really looking for.

Good internal and external recruiters can help in this process.

College Student: Want a job? Get skills companies need…

This past Sunday’s NY Times job article talked about how most college grads do not have the hard skills to be able to join the work force immediately in any useful manner. Fewer companies can afford or are willing to pay to train these young kids. A generalized liberal arts curriculum is no longer a prized calling card.

Great if you’re a freshman, but what do you do if you are in your senior year and will graduate with a liberal arts degree?  The answer depends on what you and your family can afford to do. My first choice would be to send you off to grad school for something very specific—finance MBA, computer science, advanced analytics. Second choice would be an internship if you can find one, paid or not. But you’d have to be strategic in your choice of internships if you aren’t getting paid. Running around as a fashion intern might be fun, but will it afford you a job when you graduate?  Your unpaid internship has to give you skills or it’s not worth it. I’ve talked about skills that are needed in my field before: web analytics, SEO, paid search, technical content management, data mining, etc. Many companies need skills where the demand outweighs the supply. Finance, technology, engineering, marketing/advertising to name a few. 

If you’re thinking I don’t really want to sit behind a desk and crunch numbers, take it one step beyond that. Where can the number job take you? In marketing, many managers start off as analysts. They know that they’ll have to put in the grunt year of running numbers but what’s on the other side is the place they want to go. And employers love that you started in the analytic area—they know that you have a solid basis for understanding the metrics behind a business. I have to imagine it works the same in areas of finance.

So if you are in college now and deciding on a major—think smartly and strategically. Look up profiles of people whose jobs you’d like and see where they started. If you are graduating or recently graduated, find the best ways to get skills. (and if you’ve made it into a management training program with your liberal arts degree—congrats to you—but congrats won’t be for everyone).

Psychology of the recent college grad job search

I thought this blog and article by Dr. Cummins was really enlightening. She discuss research about why recent college grads are having a tough time finding jobs: http://www.psychologytoday.com/blog/good-thinking/201311/why-recent-college-graduates-can-t-find-jobs.

 You can read her blog for specifics but the two things highlighted are things that I've been saying for a long time:

"1. Almost half of the students surveyed believe a degree from a prestigious school is very or extremely important to employers. But only 28% of hiring managers indicated that this mattered in their hiring decisions."

I believe that the top echelon ivy league schools are in league of their own. Companies send campus recruiters to find the brightest. But just about everyone else falls into another bucket and what is really important is not the school, but what you did at the school to show mastery or cleverness. The kid who set up his own successful business plan and managed to pay most of their own college bill will get a bigger look at than the kid who did nothing but travel every summer on their parent's dime. Great internships mean a lot as well.  I think the eager grads that shows they have good communication skills (can write a coherent email), social skills (follow up appropriately), good solid references from internships--they are the ones who will get the job. Which leads us to the next part of the findings:


2. About three-quarters (77%) of surveyed college students believed professional or personal connections were important for securing a job. But only 52% of hiring managers thought so.

I don't think that personal or professional connections are important to securing a job, but I think they are important to help you break out of the crowd and be seen. If you're not good, you won't get hired. But you can't get hired unless you are interviewed. If you can use those personal and professional connections to get you in front of someone, and you're good, then you have a much better chance than the star in the pile who comes across as one of many. I think this is true to getting an internship. Those with the connections are the ones that will get the internship. And the connection could be a professor who is known in their field that recommends you or a family friends who things highly and sends your resume on to the HR group with a personal recommendation. I genuinely think most adults want to help young people start their career--but only if they are sure they are good. 

Is Discrimination of the 50(+) age group a benefit for the 30(-)

1/14: I am happy to add an update to this: a good business contact of mine, now in their upper 50's just secured a job as a senior account person at a NY agency. Talent and smarts won out over age!

What is it about the end of one's career and the beginning that makes it so difficult to find jobs? People in the work force for 30-40 years who can't find a job that matches their experience and the newbies with no experience who can't get anyone to give them a break.

Statistics for those over 50 are daunting--those over 60, horrendous. But the good new for the newest to our work force is this, older worker discrimination should be a benefit to the young. New to the workforce (NTTWF) are generally paid less and don't have expectations of full benefits. They are happy to have a job--any job.

Since this blog is about college grads finding jobs (and those not over 50) I'll focus on that. But before I do, I want to say that most of the over 50's I know who are doing okay are those who have lowered their expectations and those who have developed a consulting practice. They may not be making the same money or have deep benefits, but most are happy having the flexibility.

So you're thinking, if older workers misery is to my benefit, why don't I have a job? I suspect it is either this: 1. your expectations are too high 2. your looking for the wrong jobs.

Where you need to be flexible:
1. Money--one job leads to another but you need that first one. Choose one that will give you the best work experience possible. If the salary sucks, live at home.
2. Industry--don't focus on sexy industry for your first job. You might be able to get the best experience somewhere you might think is not exciting.
3. Location--if you able to move, you might be ahead of the pack.
4. Find an area of what you do that is in demand. You're a writer? Can you write blogs, community pages, website copy? You're a numbers person? Can you learn some hard to find web skills that are in high demand (think web and media analytics). You have great people skills? What about a sales and marketing trainee job?
5. Take an unpaid internship if you need to--see if you can agree upfront that you can put the job down on your resume as a job so you can get "credit" for it.

Remember that most companies want some work experience. Get that experience any way that you can.

Questions you can ask at a Job Interview

I think this post is really straightforward and good though I think I'd ask the questions a little less formally:

http://www.linkedin.com/today/post/article/20130815094409-32175171-the-3-questions-people-always-forget-to-ask-in-an-interview?trk=mp-details-rc.

Products that can help you look for a job

Since I've recently started my own business, I've had the pleasure of deciding what kinds of products work for me. I've recommended a bunch of them in the amazon sidebar--I am currently using them all and think they are all good.

In addition, I decided to set up a skype phone number to use as my incoming call number. It allows me to receive calls while making another call on another number (mostly a landline). The call quality has been great and I have a USB headset attached to my computer for use with this. So far so good.

I also had some issues with my computer and needed them to be resolved quickly. I needed my own tech support. I did a bit of research (including Consumer Reports) who highly recommended the Geek Squad (Best Buy) who fixed my computer remotely in about 1 hour. Now I can have tech support one phone call away--and I can have two other computers repaired as well. I signed up for a two year contract--very reasonably priced.

Make a New College Grad Employable

Great article in the NYTimes on Saturday: http://www.nytimes.com/2013/06/29/your-money/a-quest-to-make-college-graduates-employable.html?pagewanted=all&_r=0.

Colleges haven’t changed that much in the past 40 years: they never prepared students for the skills discussed in this article: collaboration, interpersonal relations, dealing with ambiguity, flexibility and professionalism. They were also never very good on the job hunt front: how to search for a job, how to present yourself in interviews or how to write a powerful resume that gets noticed (and very important now, how to navigate the world of internet and social media in the job search process).

Let’s assume the job of a college is to educate, not help with the “soft” skills mentioned. One would then ask where this development of really important social and personal skills should develop. (and I’m not saying that I believe colleges shouldn’t do a better job in this area….)

I’m a firm believer that people grow these skills over time—mostly starting in high school, after puberty when some rational thought about what the future holds can develop. Some kids know innately what to do; others not so much or not at all.  Parents can help by getting kids involved in long-term volunteer internships as soon as possible. Working on an election is a great idea. Colleges and universities also need to look again at work experience for credit, and how to get students involved in meaningful long term projects. 

There are many success stories of adaptation by colleges. For example: the Charlotte N.C. area is a hot bed of Insurance companies—many of whom recruit local students because of the wealth of young people going to college in the area. UNC Charlotte adapted by offering specific coursework in different types of insurance. What if Microsoft and IBM (who also maintain huge operations in that area) got together with the local Universities and said we need students who can graduate knowing drupal, unica, HTML or be able to navigate from a creative and strategic perspective the new landscape of social media? And then provide them with internships during the school year or summer doing that work? Or direct the University in types of in-depth skill building projects that can be developed.

The NY Times article is well written and thought out, a good job Alina Tugend who wrote it. I’d like to see more like this with information from colleges/universities and corporations in need of talent.