Fall is in the air and Halloween is right around the corner. Spooky season is upon us, and while ghosts, monsters, and the classic horror movies will keep us shaking in our boots for the rest of the month, one scary thing might top them all: the job search. *Cue lighting striking*

Okay, looking for a job isn’t Shining-level terrifying — although, boy, did that guy take work seriously — but it can certainly be daunting. Here’s the scariest parts of finding a new job and how to overcome them!

Brushing Up the Resume

For many folks, not only is updating the resume a drag, but it can be extremely stressful. After all, how can you possibly summarize all the work you did and the impact you had in three or four bullet points? How can you decide which jobs, of all the ones you’ve worked, to highlight? How do you even create a resume that’s inviting to look at? Does anyone care where you went to college?

One thing to remember about resumes is while they are crucial, they’re not that deep. Resumes aren’t supposed to tell the whole story — they’re supposed to tell the story you really want to tell. That means you may want to tweak your resume to include the most relevant info if you’re applying to different kinds of jobs.

Also don’t be ~afraid to brag on your resume. Did you earn any recognitions at your job? Were you a top earner? Let the people know!

Asking for Recommendations

Reaching out for help in general can be scary and awkward, but asking for a job recommendation is an important and normal part of the process. The hardest thing can come down to timing. Ideally, you want to give the person you are asking for the recommendation from ample time to consider, especially if they’re writing one rather than talking to the hiring manager on the phone. Sending them a summary of your accomplishments is also crucial — make it easy for them! But no matter what, get their permission first before including their contact information on a job application.

The Cover Letter

Cover letters are often thought of as an exercise in futility, but not only do recruiters and hiring managers actually read them, but they really are your first impression. So be sure to know who you’re addressing your letter to (no To Whom It May Concerns, please!), showcase your achievements confidently, and don’t be afraid to be a bit more conversational (don’t write like you’re in a group chat, but take the opportunity to ease the formalities and let your personality show a bit).

Applying and Reaching Out

When you’ve finally come across a job that you think is a good fit, the scariest part is often reaching out. This can take a number of norms: uploading your application to a job posting site, contacting a recruiter, or reaching out directly to the company. Applying for jobs is about developing relationships — after all, these could be people you’ll be working with one day. It helps if you already have a bit of a relationship with who you’re reaching out to; setting up an informational interview or tapping your own network of mutuals to get connected can help you establish a rapport. Be brave, put your best foot forward, and reach out with confidence.

The Interview

So you’ve booked yourself an interview! Congrats! The interview may seem like the scariest part of this process, particularly because the stakes seem higher than before, but like so many other things in life, the less you stress, the easier it is. Interviews are about getting to know each other as people, not as resumes or cover letters, so the most important part is being comfortable in your own skin. Having said that, you absolutely should practice your interview responses. Do your research! Know what you’re talking about! The better prepared you are, the easier it is to let your real self shine through.

The Wait

The most nerve-wracking part of searching for a new job has to be the few days after the interview, when the excitement of knocking that question out of the park has died down and you’re simply waiting for their response. If you’ve already sent a gracious follow-up email to the person you interviewed with, unfortunately, all there is to do is wait and try not to stress too hard. Depending on the job and the company, waiting to hear back can take some time. During the interview, don’t be afraid to ask when you can expect to hear back.

The Negotiation

Getting an offer is an exhilarating feeling — but the battle’s not quite over yet. Ensuring the salary offered suits your qualifications and experience (not to mention your living costs and needs) is crucial at this point. After all, negotiating a higher starting salary is typically more effective than fighting for pay raises as you go. Do your research and understand what the going rate is for someone of your experience. Value yourself, and if their offer isn’t enough, in asking for more, be prepared to point to both industry standards and your own standards. You’ve got this.

Dealing with Rejection

Of course, the fundamental reason the job search process is scary is that you might not land an offer. It’s one thing to want something, and it’s another to really go for it. And yet, you just have to trust that you can handle the outcome, whatever it may be.

Whether you’re working a job you’re not excited about or getting back into the workforce after a while, or even looking to drastically change career paths, realizing it’s time to look for a job can be scary. Maybe you’ve realized that you’re not being valued or paid enough currently. Maybe you’ve got some unexpected bills to pay and need to take on some extra work. Maybe your current job is downsizing and you just want to be prepared. Or maybe it’s just time to move on.

Looking for a new job is all about change, and change is scary. But with some confidence and preparation, it’s a fear that you can absolutely overcome.

About the author

Sam Mani writes about work, creativity, wellness, and equity — when she’s not cooking, binging television, or annoying her cat.

This month will mark 12 years, for me, as a Creative Circle Candidate. I am immensely proud of this benchmark, as it makes me the longest-serving candidate in Creative Circle history. I’ve been sent out as the “wolf” on multiple occasions. I can say that I’ve seen it all when it comes to digital marketing and advertising. Combine this celebratory event with over 40,000 hours as a “search evangelist”, working extensively in SEO, paid search, tracking, analysis, UE/UX, training, and all forms of digital… I have certainly earned my place in the pantheon of digital experts.

I didn’t get here overnight. It took me two decades of dedication and the willingness to do things that others wouldn’t. I had to build my own brand from scratch. Just like you need to do. For those of you just starting out in the world of digital — or even if you have a few years under your belt — I have some tried and true recommendations to help YOU build your personal brand, increase your hourly rates, and cement your future in digital marketing and advertising.

While the majority of this post will focus on internet marketing, these recommendations will apply to all forms of digital, website development, creative copy, design, editing, and backend development.

In the bestselling book “Outliers,” Malcolm Gladwell says it takes 10,000 hours or about 10 years to become an expert in your field. That said, there are multiple studies that show time does NOT make you an expert. In fact, many “rookies” preform just as well (and sometimes better) than more seasoned professionals. The 10,000-hour rule is only a benchmark and will vary based on profession and other factors, but this is our starting point.

Build your experience first

Every job posting has a list of requirements. The most challenging for many of us just starting out are the educational requirements. Many require a four-year degree and some are very specific with the degree requirements.

I can tell you this — I’ve never had a single interview that focused on my education. Not even one. In fact, every job offer I’ve received has been earned because I had the experience to deal with and navigate complicated digital challenges.

Clients that are seeking digital professionals want to know what you’ve done for other clients and how you’ve managed to help them succeed. The most important marker of success for any client is what you’ve done in the past and what your experience levels are. Experience will outweigh education every time.

Focus on gaining as much experience as you can. Yes, your degree and education are important, but to a potential employer, the question will be “What have you done for others and what will you do for me?” Those questions can only be answered with your experience in similar situations or professional positions.

Take on the challenge

To gain experience, you must first take on the challenge. Nothing in life comes easy, and the best experiences are the ones that demand our absolute attention and challenge us to be better, stronger, and more resilient. You cannot fear what you do not know.

A position’s requirements may not match up with your exact skillsets or with your experience level. But don’t let this lead you to miss major opportunities that lead to higher payrates and better titles and help lay the groundwork for your future. If you see a job posting that may be just above your perceived level of experience, turn the fear and doubt into a challenge. You can learn as you go, and you can grow because of it. Do not think of failure. Think of the mountain you must climb to reach the top. The view from above will be much more fulfilling and majestic than the view from the ground.

You cannot climb Mount Everest without Sherpas

There are an estimated 305 bodies at rest on Mount Everest, with many acting as guideposts along the treacherous journey to the summit. The job of the Sherpa is to set ropes, act as guides, aid with supplies, carry heavy loads, aid in communications, and much more. To say that it is ill-advised to climb this mountain without experts to guide you is a big understatement. Moreover, Mount Everest isn’t the deadliest of mountains to climb. That moniker goes to Annapurna in Nepal. The point is we all need our Sherpas, while climbing both real mountains and metaphorical ones.

Thus, you must align yourself with a mentor, groups, and individuals who will support you and your goals. Find similar experts in the field and follow them on social media. Read their blogs. Watch their videos and implement and practice what you learn. Sure, it’s not easy to reach out to experts directly, but there are ways to get the help you need without direct contact.

Finally, you must purge those who are not willing to help and support you. They are your anti-Sherpas. If those around you aren’t on your side and don’t have your best interest in mind, they are NOT going to help you on your journey to becoming an expert.

How do you get to Carnegie Hall?

I am a drummer. I’ve been playing drums for nearly four decades. Am I an expert? No. Not even close. There are too many great drummers that I adore and admire to even consider putting myself in their category. However, does this stop me from playing and rehearsals? No. I continue to rehearse and learn new things (rudiments/beats/best practices) in order to hone my craft.

I may never become Charlie Watts (RIP/Rolling Stones), Britt Turner (Blackberry Smoke), or Bonzo (RIP/Led Zeppelin), but that will never stop me from doing what I love and playing at the best venues I can. If you want to get to Carnegie Hall, you MUST practice, practice, practice.

The same applies for your area of expertise. If you want to become better and achieve expert levels, you MUST get deep into it and never stop becoming your best. Lastly, you must realize that there is always something new to learn. So don’t stop. Keep going. There is always more out there to make you better.

Don’t expect to start at the top

I started my company, Searchology, in the same year I started with Creative Circle. It was 2009 or very late 2008. I already had several years of experience in search engine optimization, paid search, digital marketing, etc. I took every position I could. I really didn’t care about the payrate either.

Why? I knew that every opportunity would provide me with more experience. As such, I could not, logically, expect to get paid the big bucks. We all start somewhere, and we grow from there. Take the lower paid positions because they provide YOU with more experience. Don’t complain about it either. Use it to your advantage. Every challenge and opportunity is a chance for you to build your catalog.

When I started my career (and passion) in digital marketing, I was paid about $35,000 per year plus commission. I started in sales. It was BRUTAL. Nobody knew what Google really was and nobody knew what SERPS or digital marketing was. But, as I grew into my expertise, and as digital marketing blow up, I found myself commanding more and more hourly rates and bigger retainers. I knew starting at the top wasn’t in the cards — but now, the tables have turned.

Choose your industry, not your focus

Become an expert in your industry, NOT in your specific area of expertise. When I started in digital 20 years ago, I made the decision within my first three months that I would learn everything I could about digital. All of it. From SEO to data analysis to strategic planning to user experience. I drank it all in and I started doing the work. I became a trusted expert and consultant because I didn’t pigeonhole myself into one specific area of digital.

Now, I am aware that this is NOT an easy feat. But if you can get to the novice level at multiple skillsets, there is nothing stopping you from becoming an expert at many. Doing so makes you much more valuable to an employer, helps you become indispensable, and will greatly impact your hourly rates. You can become a master of all things if you choose.

This is one of the most assured ways to become more valuable and can take a $45/hour position up to $85/hour in a matter of years.

Protect your brand — perception is reality

Nobody cares about your brand — until you build it. Your personal brand is all you really have when starting out in a new field. It doesn’t matter what you choose to do. If you don’t protect your personal brand, you are doomed to destroy it.

Since the advent of social media and the end of digital privacy, ALL of us are now open to full exposure on social media. If you don’t build your brand on every channel that make sense [think LinkedIn, Twitter, and Facebook], your data and information are laid bare for all to see.

What people experience is their own individual reality. Many times, that reality isn’t even close to the truth. Why? We all interpret what we see and experience through our own preconceived morals, values, and worldviews. This may sound a little nefarious and deceiving, but YOU ARE WHAT YOU POST.

Thus, if you want someone’s perception of you to change from a novice to an expert, that is what you need to BUILD yourself as. I’m not talking about fake profiles. I’m talking about building yourself as who you want OTHERS to see you as. Take over your profiles and make them as professional as you can. If you can change the perception of how people view you, you will be well on your way to becoming an expert. Now you will have to prove it.

See the light at the end of the journey

Motivation is a funny thing. All of us are motivated by different things. Some, money. Others, titles. You need to write down your personal goals and what the motivation is behind your goals. Create a mantra if you must. Do what must be done to keep your goals in sight. Always. Never lose your train or the tracks to get you there.

When I was an adjunct professor at Columbia College Chicago, I had a student who was absolutely engaged in every class discussion and earned A’s on every paper and assignment. He realized immediately that he loved search engine marketing. After every class we would walk and discuss search. He, like myself, discovered he had a blazing passion for digital marketing. His focus ended up as search engine optimization.

When he started out, his focus was on his chosen area of expertise, and he never wavered from it. He knew that with hard work, open-mindedness, and absolute dedication to his goals, he would become exactly who he wanted to be. He went from $25 per hour without benefits to $85,000 per year with full benefits and bonuses. Build your personal goals and aspirations. Match them with what motivates you to do so, and it will become a reality.

If you don’t know it, learn it. Then USE it

There is no question that at some point, you will find yourself hitting a wall or a challenge that may seem insurmountable. The internet is now the biggest library in the history of mankind. To meet any digital marketing challenge, do your research. Learn and read all available reports, case studies, books, and related material you can get your hands on.

Once you’ve done that, you must act. Learning without practical application is like learning how to fly a military jet without ever stepping in the cockpit. You must practice what you preach and have the ability to implement. It is a double-edged sword to be sure, and you will make mistakes. And you may get yourself into some ugly situations at times. But here is the payoff.

Once you’ve become adept at learning and practical application of what you’ve learned, you are on the path to becoming an expert. Like most professions, digital marketing requires the ability for critical thinking, never-ending thirst for knowledge, and the ability to apply what you know. If you want to know how to get to six figures in digital, this is how I did it.

Experts rely on experts and vertical exposure

I’ve long said that the smartest person in any room is the one who knows what they know and knows what they don’t know. There is a type of humility that comes with any level of expertise. Or at least, that is how it should be. We must accept our own limitations and our own internal restrictions. The best working conditions are ones where experts work together to solve challenges and problems. Each are respected in their own filed and each work together for the common good.

Think in terms of industries you’ve already worked in or want to work in. If you need a massive boost in your area of expertise, work with as many business verticals as possible. It builds your knowledge base and your ability to adapt and improves your understanding of complicated business models.

As you do this, you will run into doctors, lawyers, scientists, and folks with multiple degrees in their field. Do NOT be afraid or intimidated by this. Learn how to work with these experts and apply your own expertise to build something you can be proud of. Ask questions, dig deeper, and learn how to become self-reliant and (to some extent) dependent on others in their respective fields.

The outcome is a well-oiled machine that hits targets, goals, and client expectations. Mutual respect and admiration go much further than you think and can be a major asset in helping you attain the experience level you wish to desire.

Bonus and Closing

I’ve laid out a few ways to help you achieve the experience and expertise levels you may want to attain in your professional career. There are hundreds more and honestly, it comes down to you and those willing to help you realize your dreams. And yes, dreams can become reality if you WILL them into existence.

Everything that I’ve laid out is meaningless if you are not willing to take responsibility and be accountable for your actions. This may seem like a foregone conclusion, but the reality is that many are not willing to do the right thing. Many are willing to pass the buck and throw someone else to the sharks to save their own skin. You cannot become an expert at anything if you aren’t willing to take the risk and accept responsibility. IT IS YOUR JOB to do exactly this.

By accepting responsibility and being open to accountability, you are immediately putting yourself at risk, but you are also standing above the crowd. Employers and clients don’t just need your expertise — they need you to stand up when called upon.

Lastly, I’ve dedicated 12 years of my life to Creative Circle and our clients because I have the support and insight from our internal teams and executive staff. Without them, I would not have had the opportunities, clients, and exposure that gave me the ability to be where I am today. I share this with you because I am holding myself accountable for this article, in part. I’ve climbed many a mountaintop with my colleagues at Creative Circle, and you can do the same.

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About the author

Alton started in the digital marketing and advertising industry during the later years of Velocity Magazine. By the early 2000s, he was entranced by “the search” and has remained a steadfast search evangelist. Alton has worked for hundreds of clients, from SMBs to Fortune 500 companies.  

In past years, Alton was an adjunct professor at Columbia College Chicago, regional trainer for Imparture [teaching SEO, Digital Marketing, and Google Analytics], and has remained in digital marketing and advertising for over 20 years.  

Alton is the owner and founder of Searchology, Inc., a Chicago digital marketing company, and Creative Circle’s longest serving candidate with 12 consecutive years. His passions include music, drumming, family, science, literature, and all things search. 

The hiring blitz is on! Requisitions are streaming in, especially for a select roster of roles. Demand is booming for candidates with highly desirable skills and experience in these specialties. Let’s take a sneak peek behind the scenes at Creative Circle to see what clients have been seeking over the last several months.

As you go through this list, you may be wondering: Does Creative Circle work in these fields? Yes! The firm serves clients that require digital- and marketing- oriented talent and has a deep pool of candidates with just the right expertise to fill those much-needed spots stat. And it welcomes more — more company clients and more job seekers — to come onboard.

Here are eight of the roles rising in demand over the past few months:

Project Manager

In the classic TV series “Mission Impossible,” Mr. Phelps handpicked and directed a team of secret agents. He served as the captain, the main touchpoint, and chief troubleshooter. Minus the daredevil feats, a project manager does the same. This leader controls the mission at hand, converting the potentially impossible into the feasible and successful.

Proactive and positive, a project manager maintains a can-do pose. Clear-sighted and well organized, this person oversees the flow of work from cradle to grave and ensures the project adheres to the assigned budget and timeframe. Calling upon a mix of hard and soft skills, this leader requires acumen in dealing with commercial and people issues.

As the pace of economic activity continues to rise, so does the need for this job. “Project management has always been an important function in business, and it’s only getting more important as time goes by,” reads a blog post from Northeastern University.

A snapshot of functions:

• Manage interdisciplinary teams of participants, e.g., brand managers, designers, copywriters.
• Evolve concepts into clear sets of deliverables in conjunction with stakeholders, budget, and time parameters.
• Keep workflow on track by using industry software tools and task lists; track and resolve issues and conflicts; lead meetings; prepare and circulate status reports and notes.
• Allocate resources, as needed, in coordination with producers in prioritizing projects.
• Oversee each phase of approval process, including concepts, layouts, and finals.

Social Media & Content Marketing Managers

Hot off the press! In June 2021, “digital marketing and social media jobs are trending on LinkedIn.” In this post on “Marketing’s Evolution: A Look at the Jobs and Training Skills in Highest Demand,” social media appears twice. It’s in the top three for the fastest growing occupations. And it’s in the same position for the most in-demand. In short, social media marketing ranks as “essential.” Content marketing sits in the number two slot among the fastest-growing skills.

Social media managers are whizzes on the online platforms of our lives. They develop marketing plans and programs for these channels for brands and products, including the needed promotional support. Their objective: grow market share.

Content marketing managers bridge the worlds of marketing and messaging. They develop “shareable” content and make the best use of it by distributing it effectively; then they measure and optimize the results. Their objective: enhance web traffic and build brand awareness. For more, see “Life as a Content Marketing Manager: 6 Skills to Have and Job Outlook.” Spoiler: the “market is wide open, and opportunities are out there for the taking” for content marketers.

These roles typically:

• Plan/lead social and content strategy, roadmaps, and content calendars; oversee/compose messaging; manage day-to-day content creation, editing, promotion, and report on results.
• Spearhead brand events/campaigns on social and firm channels — concepts, creative executions.
• Secure influencer participation while delivering results for marketing initiatives.
• Grow social followers for assigned categories on a range of relevant platforms.
• Curate content assets from sources, e.g., paid media campaigns, in-house creative.

Search Engine Marketer

Demand for search engine marketing (SEM) is not just big, it’s huge. Think about it. Where do you go for information about products, services, most anything? The internet. For organizations, the worldwide web is their oxygen. It’s their public-facing platform for conducting business. But with so many entities competing for prime space, grabbing a search engine’s attention is a make-or-break proposition. This is where SEM comes in. Specialists use search engine optimization (SEO) as a prime tool to move assets to the front of the pack. Where would you rather be? On page 15 of a Google search or the first? Search engine marketers are masters of visibility. That translates into brand recognition and potentially sales.

All told, SEM is on a growth spurt. Demand for talent is outpacing supply. As a baseline, the Bureau of Labor Statistics projects the need “for advertising and marketing managers is expected to grow by 10 percent by 2030.” Career Karma suggests “the job outlook for SEO experts may be higher [than advertising and marketing], as roles in digital marketing continue to become more common.”

SEM marketers typically:

• Create, implement, track, analyze, and optimize paid search campaigns on various search engines (e.g., Google AdWords and Bing) and bid management platforms.
• Develop and employ successful bidding strategies and effective keyword management to achieve target acquisition and efficiency metrics.
• Generate performance reports; recognize and troubleshoot data anomalies.
• Develop test design roadmaps, planning initiatives, and business opportunities.
• Communicate key metrics, goal attainment, and optimization possibilities and forecasts.

Paid Search Marketing Professional

Businesses rely on two masters of the search function. The search engine marketer (see above) uses search engine optimization (SEO) to enhance a company’s results and rankings. The other, the paid search specialist, works in the realm of pay-per-click (PPC) marketing. This is where dollars drive decisions and results follow. This marketing resource is research-oriented, analytical, and has sharp judgment. He/she also has the ability to pivot quickly to shift strategy and tactics to derive the best outcomes.

Demand in the marketplace is super strong. “Marketing by the Numbers: A Day in the Life of a Paid Search Specialist” notes that there were about 3,000 positions open for this specialty in the U.S. in March 2021. Another post on “5 great reasons to work in PPC” promotes the advantages of working in this space. This role is data-packed, with lots to analyze and address how best to use. It’s also high-visibility, high-impact,. Add high in the number of functions too; this job may entail ecommerce management, strategic planning, lead generation, and perhaps even copywriting.

A paid search marketer is tasked to:

• Develop and execute paid search campaigns, e.g., Google and Facebook Ads.
• Handle daily campaigns; track, manage, and optimize goals and return on ad spend.
• Report on data and results; advise on best practices for paid search initiatives.
• Create and implement testing across campaigns and work with third-party vendors.
• Manage placement of campaign assets on websites and landing pages.

Email Marketing Manager

The global email marketing market is forecast to explode. It should more than double by 2027 to reach $17.9 billion (that’s a compound annual growth rate (CAGR) of 13.3%).

There are many reasons why. For businesses, email is a powerful tool. According to Tech Crunch, it has “the highest return on investment of any other marketing channel, earning users $40 for every $1 spent!

To produce these results, the strategy must be right on and the messages compelling. Email recipients need to be motivated to open these items, give the content more than a quick glance, and digest the information. The ideas conveyed should include a clear call to action and winning proposition. Repetition comes into play here through staged email campaigns.

Welcome to the world of an email marketing manager. This pro is a strategic thinker and tactical doer. He or she has a firm grasp of marketing automation software, optimization best practices, key performance indicators (KPIs) and multivariate testing, and possesses strong communication skills.

An email marketing manager will:

• Liaise with key stakeholders to create and execute campaigns for lead generation.
• Develop and review strategy and content with requesters for engagement streams.
• Direct daily email operations, design and build email nurture streams, and launch calendars.
• Handle database segmentation, system testing, and A/B test emails.
• Create/manage distribution lists to enable consistent and cohesive messaging and to optimize inventory
• Develop and maintain KPI reporting to monitor and improve performance of the channel

Ecommerce Specialist

Those in this role are part of a “booming industry” with an outsized global outlook. For more than a decade, the ecommerce sector has experienced double-digit growth year over year. These gains reflect an uptick in the value of sales, which reached $3.535 trillion in 2019. As COVID-19 took root and lockdowns occurred throughout the world, ecommerce thrived. This mode of purchasing is likely to continue beyond the pandemic for years to come.

A member of the marketing team, the ecommerce specialist keeps a steady eye on the online space. What are the trends? What works, what doesn’t, and why? This professional uses these insights to plot the paths for new products and promotions to dovetail with consumer wants and needs. As such, this resource may help develop, manage and maintain a company’s online store as well as review business analytics to devise marketing strategies to meet performance goals. The specialist must use product management information software and content management systems and possess a keen understanding of how content and messaging guide performance-driven marketing and brand.

Representative responsibilities:

• Oversee new product launches and corresponding marketing/merchandising initiatives.
• Monitor site changes, make recommendations to curate assortment, update variations, and use content/site experience to drive sales.
• Own ecommerce content including descriptions, bullets, and images.
• Address internal marketing and sales requests for digital assets.
• Manage changes and improvements to products’ webpages.

Marketing Automation Manager

Marketing automation is a hot trend with a broad horizon. Businesses the world over are turning to software to power their marketing workflows. Repetitive tasks are prime targets; email marketing and social media postings head the list. Reasons are aplenty for companies to go this route. Not only do they gain efficiencies, but they also create opportunities to engage more closely with their constituencies. The software they use keys messages to customers, which creates a more personalized experience.

The expert at the hub of this is the marketing automation manager.

Demand for marketing automation is rapidly rising. In 2021, “more than 51% of companies are using” it. “The position of marketing automation manager and specialist is sought after as the martech industry continues to grow exponentially,” says Toolbox.

Those who work in this capacity are at the crossroads of technology and marketing. They have deep knowledge of and hands-on experience in the applicable software. They also have the wherewithal to apply it to a range of activities; these include lead generation, measurement metrics, and marketing campaigns. To do all of this effectively, they also understand the creative aspects of ideation and messaging.

It’s incumbent on this professional to:

• Work with stakeholders to develop and optimize marketing campaign strategy/tactics.
• Create and apply marketing campaign assets in partnership with team members.
• Synthesize data and reporting to enhance digital and content marketing strategy.
• Strategize and assess marketing automation process improvements.

PR/Media/Communications Professionals

Get the word out about a company, brand, product, and service. Strengthen awareness, reputation, perception, and eminence. These are the objectives of those in public relations (PR), media, and communications. And these career paths are pointing upward, especially on the front end of this grouping. The Bureau of Labor Statistics projects growth in employment for PR specialists at a rate of 7% from 2019 to 2029. That’s “faster than the average for all occupations.” Why? “The need for organizations to maintain their public image will continue to drive employment growth.”

Those in the media and communications space also are on a positive track. Career prospects, although not as buoyant as PR, are nonetheless on the upswing. The same government source weighs in on this issue. “Employment in media and communication occupations is projected to grow 4%” over the same time period. This rate is “about as fast as the average for all occupations and will result in about 46,200 new jobs.” What are the factors at play here? Demand “is expected to arise from the need to create, edit, translate, and disseminate information through of variety of different platforms.”

PR/media/communications pros attend to the following:

• Develop and implement PR strategies to support company/brand goals and initiatives.
• Guide PR agency, if used, or research, write, and distribute communications to targeted media.
• Pitch national, regional, and local media across broadcast, print, and online channels.
• Conduct media outreach to network with key contacts; build and strengthen relationships.
• Source topics to talk about publicly; monitor media channels for placement opportunities.
• Create wide-ranging content on behalf of organization, e.g., media releases, blog posts.
• Monitor daily media; facilitate media queries; arrange media briefings; support events.

Company and Candidate Alert!

Keep in mind that positions in these fields are flexible in their staffing arrangements. They may be freelance, or they can be freelance-to-permanent, temporary, or permanent. Check out options, tips, and cases in point in “Formula for Two-Way Hiring Success: Try Before You Buy!” And one parting thought: best of luck to employers and job seekers in these high-demand fields and all others.

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About the author
You name it, she covers it. That’s the can-do attitude Sherry M. Adler brings to the craft of writing. A polished marketing and communications professional, she has a passion for learning and the world at large. She uses it plus the power of words to inform and energize stakeholders of all kinds. And to show how all of this can make a difference, she calls her business WriteResults NY, LLC.