As I retire from a 30-year career spent in high-tech marketing and consulting, I cannot help but look back and remember the myriad jobs I’ve held and the people I’ve worked with. It was a career spent with many successes and highs – and seemingly just as many disappointments and lows.
At the same time, my own daughter Brianna is starting her career. Here are the tips I’ve given her, which would apply to any and all marketers:
- Mind what you can control: New college graduates can be considered lazy, coddled and entitled to the older, grizzled veterans who work with them. While newbies can’t control preconceived opinions help by their superiors, they can mind what they CAN control:
- Be polite: Say “please” and “thank you” often. Be thankful for your opportunities.
- Be on time: Never be late for any meeting.
- Be prepared: Prepare for all meetings by pre-reading any materials or communications that may be a part of the discussion.
- Be positive: Have a can-do attitude and be open to new, unfamiliar challenges – you might like them!
- Don’t focus on money (yet): When you’re starting out, experience is more important than money. Get some real, quantifiable accomplishments under your belt before ever thinking of asking for a raise or promotion. Raises are usually miniscule compared to the expected increase in output – big raises usually come later when you switch companies (voluntarily or not).
- Conduct internal PR: Be sure your boss and superiors are aware of your successes and accomplishments. Communicate results of successful campaigns, customer kudos, media placement, the landing of a new customer due to one of your marketing pieces, etc. Your superiors are often busy and may not notice, unless you make them aware.
- Save always: With every job, save at least 10% of your salary into your company’s 401k plan – especially if there is any matching they provide. Also take advantage of any offered employee stock purchase plan (ESPP); these almost always provide a great return. When leaving a job, role your 401k into a self-managed IRA. Saving automatically throughout your career should set you up for a great retirement.
- Be prepared for a layoff: a company layoff can happen at any time. While you might hear rumors, more often it’s a complete surprise. When it happens, you may get a few weeks notice – or escorted out the door then and there. Thus always be prepared for a layoff by having any and all showcase materials, contacts, kudos or otherwise already at home. Marketers (especially in tech) should have a good emergency savings set aside.
- Reach out to the hiring manager: When looking for a job and finding an opening you really like, complete the “front door” application process, but expect very little responses through this way. In addition, try to find or determine who the hiring manager is, their email address, and send a great cover letter and resume to this person directly. Referencing any mutual colleague is a bonus – I’ve landed several jobs by this direct approach.
We marketers can’t control our companies or our superiors, but we can control how react to what’s happening around us – and how we interact with others. Being proactive, positive and professional should help in creating long, successful careers for all marketers.
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