23 April 2018
Ben Somerset-How, Client Director for Creativebrief, recently visited our Marketing students to share his insights from the industry. What are employers looking for when they recruit Marketing graduates fresh from Business School? Read on to find out!
For me, reflecting on talking to students at the University of Edinburgh Business School is akin to asking yourself that question: if you could go back 10 years and tell your past self something, what would it be?
Well, obviously I'd start by passing on the winning lottery numbers! Or, as an England rugby fan, to book a holiday for September/October 2015.
But the serious answer is that I'd give myself the real-world advice that doesn't come from a text book. That's why I enjoy visiting Edinburgh's students and talking them through practical exercises, which I have spent the past seven years immersed in.
The marketing environment is evolving at super speed. This makes real-world experience crucial.
The good news is that classical training is a solid grounding. There are those who say they learned their entire trade in the marketing wilds—like Bear Grylls armed with business cards. However, the reality is that those that have found success (you won't hear from those that haven't) will have spent many an hour completing online courses, evening classes, workshops and webinars.
How to Differentiate Yourself
You will accrue an armoury of crucial skills at University. But, a solid grounding isn't enough to differentiate yourself from others. You'll also need communications skills, problem-solving and a willingness to constantly learn. At the risk of sounding cliched, you can't teach that.
When you go for your first interview, you'll be interviewed by someone who, yes, is concerned with whether you got a First or a 2:1. However, they are also someone who knows that they will see more of you than their own family. That is why having some interests and being able to talk passionately about them will go far. Be prepared with a great answer when they ask: "And what do you like to do in your free time?" While this may be delivered in a throw-away manner, this is a crucial question, and your opportunity to build rapport. Personal relationships are important in this world. Being nice is important. Not ground-breaking advice I know, but often overlooked.
Some Skill Sets are More Valuable than Knowledge
Here's a secret...you're not expected to know everything. A willingness to work hard and enthusiasm are far better qualities than ingrained knowledge. These skills show you're adaptable and can be molded—employers crave this.
Whilst it's not about reeling off industry knowledge like you're AI (we'll have AI for that soon enough) it's important for you to know what's happening. Show you know what's happening with the company you're focused on and where they operate. Know the industry; immerse yourself in it and form opinions on current topics. A little conviction is a good thing.
My final piece of advice would be to spend some time thinking about who you are. As an individual you will have different strengths and motivations to anyone else. If you can work out what they are, you can aim to find an environment in which you flourish, and that is what both you and your employer are looking for.
Good luck out there!
Ben Somerset-How, Client Director at Creativebrief