Junior? Senior? Does it Really Matter?

Before we answer that burning question, allow me to address another one—where have I been (or, more specifically, why haven’t I been keeping up with my blog?)? Truthfully, I’ve been busy. I’ve had some amazing opportunities to do some pretty incredible work with some of the smartest people I know, so like a good little careerist, I went for it. Along the way, I got to help launch an amazing product for kids, got to see my words on a billboard in Times Square, and even put a serious dent in getting started writing my book. All in all, it’s been a really productive break from blogging.

So, back to the issue at hand. Titles kind of annoy me because  I don’t think they’re indicative of the level of work you’re capable of doing. I know of several writers and designers who have been on the scene for a handful of years. They’re naturally talented and are more than capable of turning the lamest ideas into pure gold (see also: turd, polishing a). However, their relative lack of experience defines them as a junior level creative, which is actually kind of a professional insult, when you think about it.

The whole junior-senior level thing also affects us on a much more fundamental scale—money. Juniors make less, yet, in this economy, seniors are either forced to be ultra-competitive for even fewer jobs, or those few jobs go to juniors because they cost less to the company/client, which can have a lasting impact on the quality of the finished product, depending on the talent of the creative chosen to work on the project. Either way, we don’t really win this—talent no longer determines employability.

So, here’s my question—what determines whether or not you get the job? Is ability enough anymore?

Don’t Name the Puppy (and Other Rules for Freelancers)

Women who were single in the 90’s will remember a book called the Rules – this book had a simple premise: position yourself in such a way that he has to have you. Admittedly, I read this dating guide, in the vain hope that my boyfriend at the time would finally man up and make a commitment. Although the book turned me into a neurotic lunatic who would only answer the phone every third time He called, I did take away some valuable life lessons that I believe apply more to your career than to your love life.

Be a Creature Unlike Any Other

This is what is referred to as the Unique Value Proposition. Assess your personal brand: what services and experience do you bring to the table that no one else does? Discover this nugget of information and exploit it the way you would a great pair of legs or broad shoulders—showcase your greatest assets to your advantage.

Be Available, but Not Too Available

Accommodate your clients as best you can, but not at the sacrifice of time with your family or sleep. I was once at a point where I was working a 40 hour/week contract job, on top of juggling 3 additional freelance clients. Working until 4 am was a common occurrence and I was a sleep deprived wreck because I needed the money. It wasn’t pretty.

Only Love Those Who Love You Back

I once had a client with whom I had, essentially, an Ike-and-Tina relationship: the office environment was extremely unpleasant and stressful, the pace was frantic, and, despite my desperate bids for them to hire me, they didn’t, even though I was working 50 hour weeks for them on key projects for several months at a time. Yet, they continued to ask me to come back for repeat engagements, and I would happily go along with it. I have since learned to say no to clients who only emotionally and mentally drain me.

Never Say Never

Not every freelance opportunity will be a love match, and that’s okay. However, make sure to stay in contact with clients. They may refer you to a friend who has a similar need, which could lead to something big down the road. You just never know.

Insist on a Commitment

You love the job and your co-workers, and you’ve already mentally decorated your cube. Uh oh, you’ve named the puppy and fallen in love with something that doesn’t belong to you. Here’s the simple truth—until there’s a commitment (in other words, an actual written offer), the job isn’t actually yours.

What’s a freelancer to do? On the upside, you’re not required to work the crazy hours that your co-workers are obligated to keep. You are entitled to take a lunch hour (even if your co-workers are eating at their desks and muttering). Your only obligation is to do the job you were hired to do. But, the downside is that until you’re hired, you are, for all intents and purposes, a (gasp!) vendor—you provide services at a set rate for a set period of time and there is no further obligation to you. Sadly, no one will cry and light candles in your cube the day after your contract ends. They will move on, as must you.

During your freelance period, you must continue to network and apply for jobs, even if you’re sure that this job is The One. In a perfect world, employers would line up to wage a bidding war over us, but they can’t do that if they’ve never heard of you. Weirdly, jobs always seem to come to those who already have them, so work that mojo while you have it.

Close the Deal or Move On

If you want to get hired, you have to make it known. In this economy, employers love working with freelancers because we don’t get benefits or unemployment. They have no future obligation to us, and they’re okay with that.

But let’s say you’re not okay with that. You need to make it known that you want to be hired, but you can’t appear desperate.

In other words, keep it in your pants.

All Hail the Queen

KFC is experiencing what can only be described as Hurricane Oprah. The identity-challenged brand has re-launched its grilled chicken product, which didn’t sell too well a few years ago (“Rotisserie Gold,” anyone?) by using Oprah as its pitch person, offering a coupon for a free 2-piece meal on its website. The deal runs through May 19th (but it is not redeemable on Mothers Day) and has already overwhelmed the fast feeder. Restaurants were not prepared for the onslaught and have had to turn away scores of customers. Ouch. Will the Yum Brands-owned chain be able to maintain the hype once the campaign is over? Stay tuned.

McYawn

McDonald’s has launched its ad blitz for the McCafe line of gourmet coffees. As I’ve already said, I think this venture will be a huge McFlop for the fast feeder and the latest spot proves it. I get their point. Really, I do. They’re trying to show how wrapping one’s swine flu-infested paws around a McCafe can elevate even the most mundane of experiences, such as cubicle-dwelling at work. However, I am a firm believer that iconic brands should stick to what they’re known for, especially in today’s economy, where brand loyalty is key.

The Shudder Heard Round the Ad World

If ever there was a time when I questioned my decision to become a writer, this would be it. Work is scarce and I’m constantly bombarded by opportunities to become one of those annoying people who hand out samples in front of Walmart, so now is the time for action. Enter Lawson Clarke. The former Arnold creative has unleashed his own site on the unsuspecting public to showcase both his work and his sense of humor. Inspired by Burt Reynolds (and, frankly, who isn’t?), the hirsute Clarke lounges nude on a bearskin rug, naughty parts cleverly concealed by a well-placed TV showing a shot of the White House and playing the national anthem. I’m not sure what else is on the site because I was entranced by the waving American flag, but give it a look, if you dare.

Riddle Me This

In a massive PR campaign, former NFL star Michael Vick is attempting to rehab his image in the wake of the dogfighting scandal. He has even gone so far as to discuss endorsing animal rights group PETA in an attempt to get in the public’s good graces. So, here’s my question: how credible of a spokesman is Michael Vick expected to be against animal cruelty? Seriously.

Keepin’ It Real

It’s no secret – I’m a huge fan of grassroots marketing and, for that reason, Crimson Cup is my new purveyor of choice of my favorite legal drug – coffee. I recently had the privilege of attending my first Coffee Cuppers Club meeting, of which I learned via twitter. In addition to slurping coffee grounds and meeting new people, I also got to meet one of the roast masters and learn about what makes a good cup of coffee. No pressure and no sales tactics, just an enjoyable afternoon that helped me put a face to the brand and personally identify with it. Cheers!

What You Should be Doing During a Layoff

So you’ve been handed a ticket to Axeville – population: you. Suddenly, you have all kinds of time on your hands and you’re freaked out, stressed, and possibly a tad angry. Common sense says that your full-time job is now looking for work, but studies show that focusing only on job-hunting tends to a sense of hopelessness and depression, so why not use this time to prepare for the next phase in your life? Quite frankly, when you’re in an interview, the last thing the interviewer wants to hear is that you haven’t done anything with your life since you left your last position, so what’s a job-seeker to do?

1. Learn something. Take a class, start a blog, whatever. Learn to do something that will differentiate you from others in your field, like mastering social media, learning a new software package, or perfecting your presentation skills. A great example of this is Erik, who was laid off last year from his job as a copywriter, despite receiving rave reviews from his boss after consistently delivering on national ad campaigns. Was he bitter that he lost his job? Sure, who wouldn’t be? But he also started a new blog that allows other ad-types to kvetch and share info, as well as job leads.
2. Do something. Ever thought about starting a company or changing fields? What’s stopping you from doing that now? While you’re looking for a new position, this is a perfect time to try something new or even do volunteer work for an organization in your community. Maybe you’ll find your dream job in the process, but you could also find your life’s dream, and, if nothing else, you’ll have one more thing you can talk about in an interview.
3. Try something, especially if it intimidates you. I’m a firm believer that nothing builds character like experience. With that said, who’s to say that this isn’t just as good a time as any to try something – whether it’s freelancing, zip lining, or contacting a lost love? The point is that we can’t grow – as professionals or as human beings – if we don’t expand our horizons beyond the familiar.
4. Talk about something. I admit it – my favorite topic of conversation is me, hence my teenage nickname of “Miss Microphone,” and I can talk about it for hours on end, which isn’t quite what interviewers want to hear. In a nutshell, they want to know who you are, why you’re taking up valuable real estate in their office, and what you can do for them now and in the future – hence, the art of the “elevator pitch.” Figure out what your potential employer needs to hear and edit it down to 30 seconds or less of compelling, hire-me-now rhetoric. Practice it on anyone who is willing to listen, be it the mailman, your child, or an unwitting cashier at the supermarket.
5. Meet someone. Getting a job is no longer about pounding the proverbial pavement and assailing every possible inbox with your resume, though persistence doesn’t hurt. Get off of your couch and out into the world. Meet everyone you can – not everyone will lead to a job, but you’ll also make some great friends along the way.

The experience of being laid off is what you make of it – it can either be a time of self-flagellation and shame or it can be a period of reinvention and renewal. When else will you get this opportunity?

This Week’s Dose of Universal Truths

While many complain about being out of work, I am grateful for the opportunity to think about the things that are truly important in life – and by life, I mean marketing and advertising. I think that we can’t grow as professionals until we are able to take a step back and put things in perspective, so, without further ado, here is my list of Universal Truths that I have embraced this week:

• Be all about the love. Never be afraid to establish an intimate, one-on-one relationship with your customers. I discovered this Truth during a recent trip to a mall. I happened to wander in because I was in the neighborhood and had some extra time on my hands. As I strolled past the stores, I was approached by several different kiosk vendors who desperately wanted to sell me their wares at unbelievably discounted rates. While eventually I wanted to run from these people, I was impressed by their assertiveness. Yes, they were aggressive in their approaches, but they managed to tailor their messages specifically to me. For example, there was a guy who wanted to sell me a manicure set. When I told him that I did not have the money for the kit because I’m out of work, he altered his guilt-laden pitch by reminding me how important details like nails are when you’re in an interview. Tricky? Yes, but it was effective and memorable. One important thing to note is that your customer is so bombarded by sales messages that s/he tends to tune them out. Stand out above the noise by becoming a brand that your customer trusts because you have their best interests at heart and aren’t just out to make a sale.
• Be true to yourself. Take a lesson from one of the most hated men in America, Jason Mesnick (aka “The Bachelor“), and be completely honest about your brand and what you’re all about. Never misrepresent yourself to your customers, they will catch on and tell their friends. But, should you hit a bump in the road, make like Jason’s jilted fiancee, Melissa – make the best of it , but don’t wallow for too long.

• Embrace your business with child-like enthusiasm. This Truth came to me last week as my husband and I took our daughter to the playground. During this 45-minute trip, she was in perpetual motion, making new discoveries and new friends, only stopping when she was completely exhausted. At the age of 3, there is always something new to discover and someone new to meet. This is what I believe to be the most important Truth in life and in business – you either have passion or you don’t.

Ultimately, it is up to you to look for new ways to breathe life into your brand – don’t wait for someone else to do it for you. You need to meet your customers, get to know them on their level, and become relevant to them. Make new discoveries about your brand and what it means to your customers, and, most importantly, enjoy what you do or else it’s time to look for a new line of work.

Life After a Layoff

Five of the most feared words in today’s culture are “your position is being eliminated” and more and more qualified professionals are hearing them. Certainly, news reports of massive layoffs at once-viable corporations aren’t doing much to buoy the national morale, so what should you do when you hear these words?

• Get your finances in order. Make sure that you have all of the details of your severance package, as well as COBRA information and 401K paperwork. Obviously, once you’ve been laid off, this is not the time to book that trip to Aruba you’ve been meaning to take, and you will probably have to make other sacrifices until you’ve landed your next position, such as canceling cable TV, changing cell phone plans, or cutting back on shopping and eating out.
• Take some time to grieve the loss of your last position. Being laid off is a major blow to the ego and, along with the loss of your previous salary and co-workers, there is also a loss of professional identity. Now is the time to focus on moving forward, not looking back – be sad, angry, or resentful for a day or so, but then, move on. You have a new job: finding work.
• Take advantage of your period of umployment. Rather than lying on the couch, watching reruns of “Man Versus Wild” and eating junk food, use this time to make valuable contacts, reach out to recruiters, answer ads, and meet people. Approach job hunting as you would any other 9-5 job: get out of bed at your usual time, get dressed, and get to work. This is a perfect time to start a blog, take a class, or even explore other fields that might reignite your passions.
• Dust off your resume. Make sure it’s updated and that it correctly represents the professional image you want to portray. Highlight your experience, tangible results of your work, and the points that make you stand out above others.
• Update your portfolio and make sure that it, too, is consistent with your personal brand and the kind of work you would like to do. If you find your portfolio lacking or inconsistent with the positions you’re pursuing, this is the time to create some spec pieces to refresh your body of work.
• Contact everyone you know and let them know you’re looking for work. Hopefully, you’re networking all the time, and not just when you’re out of a job. Let your personal and professional network know what you’re looking for and offer to be equally helpful to them, where you can.
• Clean up your online image. Update all of your social networking profiles and ensure that all of the material accurately reflects your professional image. Post updated photos and make sure to remove any posts or photos that you would not want potential employers to find.
• Practice your “elevator pitch” until you can recite it in your sleep. How you present yourself in person is just as important as how well you present yourself on paper. You need to be able to clearly, concisely, and confidently express who you are as a professional and what you’re looking for.
• Show up. You need to meet people if you hope to get hired, so identify what networking events will help you connect with the right people. Dress in a manner that is consistent with the personal brand you hope to present and meet as many people as you can.
• Don’t drop the ball. Send thank-you notes or emails to people who have taken the time to interview you, as well as those who connected you to the interviewer. Check in with your contacts periodically, and not just to hound them for job leads or references.

True, the economy is not great right now, but job opportunities are there for those who actively seek employment and don’t hide under the covers until the economy recovers. Rather than moping, look at being laid off as an incredible opportunity to finally live the professional life you’ve always dreamed of. Although my period of unemployment has been difficult and frustrating at times, I am still optimistic that “the” job is out there!