March Update: Getting & Keeping the Job You Love!

March 25, 2009; 5:30 to 8:00 pm; Arcadia University, Glenside, PA

Direct marketing students and professionals alike gathered on March 25 to listen to a panel of direct marketers share their “secrets to success” on getting into and staying relevant in the field. 

The evening program, “Getting and Keeping the Job You Love,” was held at Arcadia University in Glenside, PA, and featured two panels of regional experts.  The first panel addressed students and alumnae interested in pursuing careers in the direct marketing field and was moderated by Edie Krieger, adjunct professor at Arcadia University.

Richard D. Pollack, Ph.D., principal, Advanced Analytic Solutions, gave students an overview of how the statistical consulting specialty supports direct marketing efforts, adding that the “demand for this industry far outstrips the supply.”  He also addressed the best way to post a resume online.  “The whole mechanism of posting your resume online is totally different than mailing it and getting it directly into someone’s hands.  You must be sure that you update your resume every day if it is online,” Pollack stressed. 

Jon Roska, CEO and chief creative officer, Roska Direct Advertising, spoke honestly and directly to the mostly student audience, explaining the importance of personality and originality when job hunting.  “You need to possess a desire to excel, a desire to perform and a desire to be the best,” he stated.  He also mentioned that while most agencies do not hire recent graduates, Roska has a six-month training program for entry-level professionals.

Shelley Miller, president of SJ Miller Group (formerly Kay Henry Associates), used her experience as a recruiter to provide some valuable resume and interviewing tips to the students.  “Your resume needs to pop,” Miller said.  “Be sure you are writing your resume for the job you seek.”  Researching the company and its personnel was also a common thread throughout the presentation.  “Know who you are talking to by using Facebook, Google, LinkedIn, or other social networking sites,” Miller added.  

Following a brief intermission, participants turned out to listen to the second panel discussion, which focused on the needs of today’s direct marketing professionals.  The panel was moderated by Lisa Formica, vice president, fmi direct, inc.

Miller returned to share her ideas for keeping skills and resumes fresh.  “Companies love bulleted statistics,” she said.  “Put the important facts on top, and always keep your resume relevant.”

Michele Bennett, CMO/CIO, Intelligent Capital Network, stressed the importance of constantly adopting a learning mentality.  “Research the top 10 trends in marketing, technology, or whatever business sector you are in,” Bennett said.  She also spoke of the importance of enhancing an education by taking online courses or getting certified.  “There are a lot of certification opportunities available and that can really help build your resume, while making you a well-rounded professional,” she added.

Jim Kaufman, partner, The Training Center for Sales & Business Development, emphasized networking and conversation as the key to a successful job search.  “Create your database by talking and reaching out to everyone you meet,” he said.  Kaufman also reviewed a technique called Cut and Paste, whereby employees are encouraged to cut images of things they want and paste them onto a poster board.  This serves as a visual reminder of what can be achieved through goal-setting in both an employee’s personal and professional lives.

The discussion concluded with each panelist providing helpful hints on job searching.  Miller said, “Target the company, send your resume and follow up with a phone call.”  Bennett added the importance of getting help or using recruiters as an option, while Kaufman pointed out the relevance of joining a professional association through which to network and meet people in the field.  “You never know who you will come across, and how they might be able to help you,” he said.