How to compete for top marketing and creative talent in 2022

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by routest

Here are the most in-demand marketing jobs of 2022

Here are the most in-demand marketing jobs of 2022

In today’s job market, hiring is at an all-time high, but available talent is at an all-time low. However, this talent squeeze hasn’t affected all marketing and advertising roles equally. 

In 2021, mid-level marketers were in highest demand. That trend has continued in 2022, but we’re also now seeing strong demand for the most senior-level candidates to fill executive-level leadership positions.

Certain skills are also more coveted by hiring managers than others. The hottest jobs are often the result of shifting strategic priorities. In 2022, those priorities unfortunately are also the roles they’re having the toughest time filling:

Based on our recent conversations with clients, the top strategic priorities for marketing and creative leaders in 2022 are: 

1. Improving customer experience and internal employee experience
2. Brand consistency in messaging and image across channels
3. Leveraging data analytics more effectively to improve digital marketing strategies

Yet these same marketing and creative leaders say it’s most challenging to find qualified and available candidates in:

1. Project management, traffic and operations
2. Consumer insights
3. Digital design and production
4. Digital marketing and data analytics

If you happen to be a marketer in one of these fields, this gap in the market presents an opportunity to advance your career or move into a role that better suits your current needs. Employers are eager to fill these roles and are more open than ever to flexible arrangements like hybrid and remote work – especially since that means they can recruit top candidates from beyond their immediate geographic area.

And if you’re looking to diversify your skill set in hopes of standing out in a sea of applicants, you may also want to take some notes! Adding a certification or two in one of these areas could be just the edge you need to get the attention of your dream job’s hiring manager.

Here are the most in-demand skills and jobs for 2022, projected using data from our own client orders:

Digital 

From digital strategists and digital transformation experts to digital media managers and analysts, digital roles are now one in every four job requests we get from clients! Developing your digital expertise is a must for achieving faster career growth and long-term success.

Email marketing managers 

Email marketers strategize, develop and manage email campaigns that inform consumers and business partners of new products/services or company announcements. They’re responsible for managing and segmenting contact lists using marketing automation software, writing email copy and crafting effective designs with CSS and HTML. They also may handle customer feedback. After analyzing results, they develop testing plans to continuously improve email performance.

Data analysts and marketing analytics

Data analysts develop models and generate reports to optimize a company’s or client’s marketing matrix. Their analyses can also provide insight into consumer behaviors and identify opportunities to maximize optimal campaign outcomes. We’ve specifically seen a rise in demand for experts in Python and Tableau.

Media

All disciplines and all levels of social media, digital, traditional, paid and direct response media have been growing rapidly. Media strategy, planning and execution are all in high demand on both the Agency and the Corporate side, and for every industry.

Consumer insights experts

Customer insights analysts help businesses understand their clients in new ways, from needs to purchase patterns. Their work involves determining how to gather relevant data about current and potential customers. They collect this data and break it down in a meaningful way to create an actionable plan for products, communications and even customer experience.

SEO/SEM specialists

These experts formalize SEO and SEM strategies and tactics and help lead technology teams in implementation across all websites and brand extensions. They work closely with marketing and product teams as well as agency partners, and serve as a functional expert for inbound linking strategies. They must have in-depth knowledge of online media and SEO, including keyword selection and utilization.

Copywriters and content strategists

Content strategists plan, create and manage content that is relevant, engaging, easy to find, actionable and shareable across digital platforms. They deliver assets to satisfy the goals of a company or client and the needs of a customer or end user, provide guidance on channels for delivery, and measure the effectiveness through customer engagement.

Art directors and graphic designers

Designers and art directors deliver a variety of creative assets, from logos and print and publication graphics, to social media templates, advertisements and much more. Before embarking on this career path, it pays to decide whether you want to specialize in certain types of graphic design, or motion or video design, or if you’d prefer to be a generalist. These skills are all in demand from junior to senior levels.

Front-end web developers

Front-end web developers utilize code to develop appealing and user-friendly web- and mobile-based applications. Using a combination of markup languages, they write web pages and provide website maintenance and enhancements. They must be proficient in programming languages, such as CSS, HTML and JavaScript.

User interface (UI) designers

UI designers decide how a product or website will be laid out and presented visually, and create wireframes. They work closely with UX and other designers to ensure that every touchpoint users encounter in their interaction with a product conforms to the overall vision created by UX designers. Prototyping, CSS handoff, Freehand, Craft, Sketch, InVision, Adobe XD and Figma are key functions and tools.

User experience (UX) designers

UX designers identify the architecture and wireframes that will help users navigate a product or website. They zero in on users’ underlying emotional and functional needs and apply that knowledge to create an enjoyable experience that also supports business objectives. UX designers are responsible for the full design process, from research, ideation and concept development, to prototyping and evaluation. They’re typically also responsible for user-acceptance testing on prototypes or finished products. This role requires the ability to collaborate with business, customer service, design and technology teams, as well as an expert understanding of design principles and wireframing tools, such as Adobe XD, Maze, Axure RP, Balsamiq, InVision and Sketch.

Ready to make your next move? 

No matter your current marketing and advertising skill set, Freeman+Leonard can help position you for long-term success.

Even if you’re not actively looking for a new role, get in touch with our recruiters on LinkedIn. We know the market well, and we know marketing and advertising; many of us worked in that world before joining this independent, woman-owned talent agency.

We understand your role and talents more than you might expect – and we know what your talent is worth. And there’s never any charge to work with us. Let us be your career advisor – in today’s market, and the next.

Submit your résumé or portfolio to jobs.freemanleonard.com today.

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by routest

7 common thank-you note mistakes

7 common thank-you note mistakes

In a remote-first world, post-interview thank-you notes are more relevant than ever. Here’s what NOT to do when writing yours.

Note: This is part 2 of our series on the art of the post-interview thank-you note. Start at part 1 to grab our formula for an effective thank-you note.

The thank-you note is a powerful tool for job seekers. Sending one can help you build a relationship with your potential future employer and position yourself as the strongest contender for the role.

But if done poorly, it can also backfire — or at the very least, undermine the strong impression you hope to make.

Here are the most common mistakes we see candidates make when sending thank-you notes after interviews — and how to avoid them.

Mistake #1: Waiting too long to send it.

It’s best to send your thank-you note within 24 hours after the interview. That way, the interviewer’s memory of the conversation is fresh and your note can solidify their good impression before any key post-interview decisions. 

Ideally, you would ask for the interviewer's email in advance, but if you were not able to do this, send your note to the person who set up the interview and ask them to forward it.

Mistake #2: Being careless with mistakes or typos. 

This is not the place to rush or get sloppy. Everyone makes mistakes sometimes, but a thank-you note with grammatical or spelling mistakes can backfire.

It’s shocking how many typos we see in thank-you notes — especially misspelled company names! Before hitting the Send button, have someone proofread it. Your recruiter would be happy to look it over! You can also try using free tools like Grammarly to double-check that your writing is clear.

In the following example, the company’s name is misspelled, and the note is grammatically sloppy, with words missing from several sentences.

Thank you for taking the time from your busy schedules to meet with me today. I enjoyed our discussion today. It was wonderful to learn more about the role with [misspelled company name]. It sounds like the culture of learning is exactly what I’m looking for in my next role.

I feel that [my] experience as an [job title] is a great match for this position. My experience client facing and working with internal teams would help me succeed in this role. [“client facing” is not commonly used in this way, so it would read better as “My experience working directly with both clients and internal teams…”]

It was wonderful to meet the team today. It would [be] an honor to join the company. I look forward to connecting again soon.

Mistake #3: Making it too long or too short. 

Say enough but not too much. It’s an email, not an essay. Cover the basics, make your case, and close it out. Three or four short paragraphs, structured like the sections we outlined in our formula for an effective thank-you note, makes for the ideal length. 

A recent candidate for an account manager role (with a $90-$100K salary range) sent this underwhelming note:

Hello,

It was so great to meet you and learn about [company]. Thanks for taking the time to speak with me today.

I hope you have a great day!

All the best,
[Candidate]

Here’s another equally unimpressive, too-short note (with a typo, to boot):

[Hiring manager],

Thank you for taking the time to meeting with me today regarding your [job title] role. It sounds like a great opportunity.

Thanks again,
[Candidate]

Mistake #4: Being too generic.

Your note should not feel like it could have been written to anyone, about any role. Though we strongly encourage following a formula, the idea is to personalize it with specific details about the conversation and the role. Make it feel like a genuine continuation of your interview. A copy-paste job from the internet is worse than having sent none at all. 

And don’t forget, you’re a marketer, so act like it! No matter the role, be self-aware enough to market your strengths and skills as an ideal match for this particular role, and present yourself as a resource. But keep the next mistake in mind as you do…

Mistake #5: Making it all about yourself. 

A classic thank-you note mistake involves focusing too much on why you think you most deserve the role, or what you’ll get out of it. You do want to express your interest, and you should certainly be specific about why you’re excited about the role, but there is a fine line between confidence and overconfidence. 

A simple fix? Focus on what you can contribute to the company or team. What impact do you think you’ll have in the role? How will your work lead to specific improvements? 

Remember: If you were the hiring manager, you’d be less interested in what a candidate can do than in how those skills and experience will benefit you and your company. In marketing terms, this is about selling the benefits, not the features.

This approach also helps if you’re worried you’ll actually do the opposite and accidentally undersell yourself. By focusing on specific ways your unique skills will benefit your employer, you’re taking the focus off of you as an individual and placing it on the team and company you hope to join.

Mistake #6: Starting every sentence with “I.” 

It’s very easy to unintentionally start every sentence with “I” when you’re reflecting on your own thoughts about an interview, or pitching your own skills — but this can read as though you’ve made yourself the focus of the conversation (Mistake #5!) rather than the opportunity or the company. Take a look at how frequently you’re starting sentences that way, and mix it up.

A recent thank-you note from a candidate missed the mark on both #5 and #6:

I wanted to thank you for your time today in discussing the [job title] opportunity, along with sharing the work life at [company]. I really appreciated it and getting to know you as well. This role seems like a great opportunity and would be a great fit for me! Looking forward to hearing the next steps.

And this candidate’s note managed to begin every sentence with the letter “I”:

I hope you're having a great day so far! I appreciated our conversation yesterday and wanted to thank you for taking the time to meet with me! I was able to learn more about what the position would entail at [company name], and I hope you got a better picture of my background in [marketing field]. I look forward to hearing back shortly!

Mistake #7: Being too pushy. 

Sometimes candidates mention other places they’re interviewing or add details that could be read as an attempt to apply pressure. This doesn’t work in dating, and similarly, it will only backfire here. 

If you are under a time crunch due to another offer you need to respond to, mention that to your recruiter and let them discuss it directly with the hiring manager.

Your thank-you note should sell your skills effectively, but as a gentle nudge — for the interviewer to remember and recommend you for the next step. 

When done right, thank-you notes can help you make a genuine connection.

Sending an effective thank-you note can help remind your potential employer of why they enjoyed meeting you, and why you’d be a great choice for the role. 

Viewing this as a chance to make or continue a genuine human connection with your potential employer, rather than an obligation or outdated norm, will help make your thank-you note stronger (and much easier to write).

We’re here to help.

Have other questions about thank-you notes or other strategies to land your dream job? That’s what our recruiters are for. 

We’re not just here to match you to the open jobs of today. We’re also career advisors, looking out for your long-term prospects — and there’s never any fee for our services. 

Connect with us on LinkedIn and submit your resume at jobs.freemanleonard.com

And now that you know what NOT to say or do in your thank-you note, be sure to go back and read part 1: The art of the post-interview thank-you note so you know what should be included!

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by routest

The art of the post-interview thank-you note

The art of the post-interview thank-you note

Yes, they’re still an important tool for job seekers. Here’s how to write one that wows.

In today’s unusual job market, with its rising salaries and higher expectations to match, candidates should take every opportunity to stand out and make a good impression. And though it may sound antiquated, the thank-you note is still an important tool for job seekers who want to improve their odds of receiving an offer.

We get it — thank-you notes can seem like just one more chore on a job seeker’s list. And the expectation of one can even seem like an unnecessary burden in a market where candidates now hold more power over the direction of their own careers.

But sending a thank-you note doesn’t mean you’re begging for a job or that the employer holds the power.

The thank-you note is a powerful tool to help you build a relationship with your potential future employer and position yourself as the strongest contender for the role. 

Think of a thank-you note as your final opportunity to shine, to demonstrate your communication skills, and to keep the conversation going. Such a gesture also shows the employer that you’re motivated and still interested in the job, that you follow through, and that you were paying attention to the details of your conversation. 

First impressions matter, but so do last impressions!

And in a remote-first world, where virtual interviews and onboarding are the norm, the thank-you note is more relevant than ever before.

Put yourself in the shoes of a hiring manager: It can be difficult to evaluate a candidate through a computer screen and get a sense for who they are as a person, even if all the Zoom interviews go well. And making the wrong hiring choice can be a costly mistake. Employers are looking for any and every piece of information they can get about a candidate to help them narrow their list to a single individual — and that includes the communication they receive after the interview.

In fact, not sending a thank-you note can cost you the job. We’ve recently seen clients pass on candidates solely because they didn’t send a thank-you note — no kidding! (Hint: Making common mistakes in your thank-you note can also undermine your efforts.)

So let’s reframe the thank-you note: This is about much more than etiquette — it’s about genuinely connecting with your potential future boss. And it’s a small gesture with a potentially big payoff.

(And forget your grandma’s advice — you can send it via email, no handwriting or postage stamps required.) 

So how do you write an effective thank-you note? 

While there’s no need to follow a rigid template, knowing what to say when you sit down to write your email is half the battle. So we’ve developed a repeatable, customizable formula for post-interview thank-you notes. 

Here’s the anatomy of a good thank-you note:

Part 1: Offer a quick recap and express appreciation.

Open by reflecting on the interview itself and thanking your interviewer for their time. Mention that you enjoyed meeting them and appreciated the opportunity to learn more about the role and to share your story. 

Always try to call out something specific that you love about the position. You may also want to mention something you specifically enjoyed learning about the organization. 

One of our recent candidates opened a thank-you note with a simple version of this:

Thank you so much for taking the time to speak with me about the [job title] role on your team. I really enjoyed the conversation and know I could bring a lot to the position in terms of growing the offline media channels and helping both strategically and tactfully.

If you have something in common with the interviewer, be sure to mention that here as well.  

Part 2: Keep the conversation going.

Reference something you discussed, and find a way to continue that conversation. This could be a particular question that stood out to you, or something your interviewer mentioned but you didn’t have time to dive into. Work that into your message by making a follow-up point, sharing a recent article that’s relevant to the conversation, or sharing additional work samples that shed more light on your expertise on the topic.

This is your opportunity to show that you were thoughtfully engaged in the interview — that you were listening and paying attention — and if done well, it can be a chance to remind the interviewer of your strengths.

One recent candidate even used this as an opportunity to share praise received from former coworkers:

I found it especially insightful to learn what type of qualities and work ethic you would like a candidate to bring to the role beyond their technical capabilities. You mentioned that the ideal candidate would be someone who asked questions, but was also able to seek out answers and be a problem solver. I believe these are some of my greatest strengths, but rather than take my word for it – I offer the following testimonials from my former colleagues and superiors:

If the interviewer was personal and candid with you about the role, the qualities they seek , or the challenges the role would face, thank them for their candor and openness and respond with specific reasons you believe you're a good fit.

Part 3: Express your interest in the position.

Interviews have a way of bringing to light new information about a role not previously shared. So, it’s not a given that you’ll still be interested after learning those details. 

Don’t be shy. If you’re still enthusiastic about the role and interested in moving further in the hiring process, say so!

If you still want the job, make that clear as you close out your thank-you note. Be specific about why that is. What in particular makes this role a perfect match for your experience and the challenges you seek? Which specific aspect of the role or the company is most intriguing? 

One recent candidate, after speaking with two potential future colleagues in a second interview, followed up with the hiring manager directly to share how it went. You can use her note as a template:

I also liked [something specific an interviewer brought up]. I understand the role would require [describe something specific about the role] and I’m ready to dive in. After speaking with both of them, I’m even more excited about the opportunity.

You can also add a more personal touch here, and remind the hiring manager of something you have in common, if you’ve yet to find a way to work that in. One recent candidate closed her thank-you note by referring to a conversation she’d had about an interest they shared outside of work. It feels warm and inviting, and immediately helps the interviewer feel as though they’re already friendly colleagues:

I just want to thank you for taking the time to chat with me today. I once again thoroughly enjoyed our conversation and I really think we’d work well together. Looking forward to hearing next steps and hope to be a part of your team. Please feel free to reach out with any additional questions about my experience (work or [personal topic discussed]-related) and good luck with the [personal topic discussed]!

BONUS: If you want to really impress, add the following:

If I were hired, I would love to [insert what you’re most excited about doing there]. 

Part 4: Keep the lines of communication open.

Offer to be available should they need any additional information or materials. You may think this is obvious, but there’s power in stating it outright. Closing the thank-you note this way helps keep the lines of communication open while seeming friendly and helpful.

I hope to hear from you soon. If there is anything else I can provide you with, please don’t hesitate to ask.

Never underestimate the power of thank-you notes to make a genuine connection.

Remember: Thank-you notes are a powerful tool at your disposal to make or continue a genuine human connection with your potential employer.

At the end of the day, we all want to work with people we feel we can connect to and easily communicate with. A strong, genuine thank-you note positions you as that ideal future co-worker or employee.

We’re here to help.

Have other questions about thank-you notes or communicating effectively to land your dream job? That’s what our recruiters are for. 

We’re not just here to match you to the right job now — we’re also career advisors, and there’s never any fee for our services. 

Connect with us on LinkedIn and submit your resume at jobs.freemanleonard.com

And now that you know the formula for an effective thank-you note, read part 2 to learn what not to do: 7 common thank-you note mistakes

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by routest

How to nail your next Zoom interview

How to nail your next virtual interview

Remember the days when you started with a phone interview and advanced to at least one in-person interview with the hiring manager before landing the job? Those days are over. Just as remote work and hybrid arrangements are here to stay, we predict Zoom interviews will remain a standard in the hiring process. 

Not only is a virtual interview more cost-efficient and convenient for all parties, widening the pool of candidates, but it reflects the everyday work environment for many marketing professionals now.

Even executive positions at large organizations are being filled without face-to-face interviews in 2022. 

If you are on the job market or plan to be soon, it’s important that you learn what it takes to nail your Zoom interview. 

1. Pretend it’s an in-person interview.

We always recommend that you treat a video interview as you would an in-person interview. This is your opportunity to show the employer exactly who you are and present the best version of yourself, so why not take it as seriously as you would a face-to-face meeting? 

Dress for the job you want.

As you get ready for the interview, pretend that they’re expecting you to walk into the office — prepared, poised, polished, and portfolio in hand.  

This includes dressing for the job you want, from head to toe. Sure, ultra-comfort is one of the biggest perks of working from home. And we’re all in on the secret; as long as you keep a business casual shirt within arm’s reach, you can get away with wearing athleisure all day and jump on a video call at a moment’s notice. 

But a job interview is not the time to sport your “Zoom mullet” — business in the front, party in the back (or, more accurately, work-ready waist-up, nap-ready waist-down).

Always wear professional attire — down to your pants and shoes. We’ve had clients ask candidates to stand up and show them their shoes. Even if it’s done in a lighthearted way, it could happen to you — you don’t want to be caught wearing coffee-stained sweatpants and ratty slippers!

Give them your undivided attention.

No matter your location, the always-connected culture of modern business means the workday is rife with distractions. We’re all a text, DM, Slack ping, or door knock away from someone vying for our attention. This can derail an interview.

Remember when AMC Theaters warned us, “Don’t ruin the movie by adding your own soundtrack”? (Remember movie theaters?) When it’s time for your Zoom interview, don’t forget to silence your phone and turn off your notifications to eliminate all distractions.

Stick a Post-it to your screen if you need a reminder, and put a sign on your door to ward off your family.

We’ve seen candidates answer texts while on-camera or ask the interviewer to hold on while responding to an email. If you wouldn’t do it sitting on the other side of the hiring manager’s desk, don’t do it on Zoom. Take an “it can wait” stance and focus all of your attention on the task at hand. 

Remind everyone in the house that you have an important interview and put a plan in place to eliminate interruptions. Many of us have seen the funny, but cringe-worthy, viral videos of kids bursting through the door and naked spouses emerging from the shower. This happens more often than you might think, and while many employers are understanding to a point, you don’t want it to happen to you. 

Practice professional presence. 

One of the drawbacks of Zoom is that neither party can fully read the other’s body language — an important part of communication. So it’s up to you to project confidence, good listening skills, calm under pressure, and gravitas while communicating on camera.

Remember to maintain your focus and look into the camera while speaking, just as you would look the interviewer in the eye, face-to-face.

We can tell when a candidate is reading something on their screen or searching the internet for an answer. And you should be familiar enough with your device that you know where to look when having a conversation. 

Part of being comfortable with communicating on-camera means paying closer attention to the other person. Look for cues in their body language and expressions to follow a cadence and build rapport.

Sit with your shoulders back, not too close to the screen, and don’t be afraid to use your hands — but not too much. 

You might find it helpful to record yourself doing mock interviews with a friend or coach to identify any nervous tics or habits that you’ll want to avoid, such as touching your hair, fidgeting, leaning back or swiveling around in your chair. Because you are likely sitting at a desk where you commonly work alone, the familiarity of your environment may make you more prone to act this way on camera than you would in person.

2. Be the art director of your background and environment.

Every aspect of the interview process is an opportunity to showcase your personal brand. You’re a marketing professional and, no matter the role, that means you should have some awareness of what it means to market yourself. 

The brand you present in an interview is a full package — not only your person and what you bring to the table but also the environment in which you work. 

Remember, your space tells a story.

In an interview, you want to show up in your best light and take center stage — the set matters. Think of your backdrop as part of your brand story. It’s a glimpse into your world; what does it say about you?

Not only that, but chances are, the role will be either remote or hybrid. Employers want to know you have a dedicated space in which to focus and stay productive. Whether or not you are client-facing, you will be expected to participate in Zoom meetings. Are you able to represent yourself and the company well? 

Simply put, your background should look like a professional home office — not a garage, bedroom, or laundry room. Of course, you can use any of these spaces as your office, but do your best to arrange the background and camera angle in such a way that it appears to be a dedicated office. Virtual backgrounds can be distracting, so we generally advise against them.

If your options are limited, use a room divider or screen to block off an office area.

As a caution, you should still ensure the space behind your backdrop is neat and tidy.

Assume that it could fall at any moment, which is what happened to one of our candidates — only to reveal a room full of empty beer bottles and other trash.

You might not realize it, but things such as flickering candles, whirring fans, and pets grooming themselves behind you can irk the person on the other end of the video call and distract from what you are saying. 

You may not even notice things like piles of laundry, stacks of scattered papers, and cluttered bookshelves in your home, but the interviewer will and it will give the impression that you are unorganized. Ask a friend to hop on a Zoom with you and point out anything that may need sprucing up.

Make the most of unavoidable scenarios.

Ideally, you should make every effort to be in your home office for the interview. In most cases, you only have one shot to make the right impression, so it’s important to do whatever you can to put yourself in the right environment. 

But sometimes a less-than-ideal scenario can’t be avoided. So, no matter where you are, do your best to minimize noise and visual distractions. 

If you are traveling or must do the interview while on-premise at your current job or in your car, make sure the recruiter and interviewer are aware so they know what to expect.

Avoid busy parking lots, dark parking decks, or windy outside areas. And whatever you do, never hold an interview in your office with any logos in the background — and especially not those of your prospective employer's competitors.

Put technology to work for you, not against you.

Good lighting can go a long way in putting your best face forward, so take the time to try out different angles and options. As a rule of thumb, the lighting should be behind the camera, not behind your head — shining on your face, but not too brightly. You can purchase an inexpensive ring light on Amazon or simply place a lamp behind your monitor.

Point the camera straight-on, not below you or above you. The interviewer should not be looking up your nose, and your forehead should not be cut off.  Make sure your full face and shoulders are within view. 

Don’t let your tech get the best of you. Always test your camera, mic, speakers, and internet connection to make sure everything is in working order prior to your interview start time.

Even if it all worked fine yesterday, check and double-check to ensure no software updates, glitches, or password mishaps get in the way of logging in.

If you’ve never actually used Zoom, Teams, or the company’s video conferencing tool of choice, be sure you’ve downloaded the app and tested it well in advance.

Pull up the meeting invitation with plenty of time to spare; you don’t want to be late just because the app took an extra minute to load. And have a phone number or email address as a backup to reach the interviewer, just in case you run into any trouble. 

Looking for tips on how to add a virtual background? Check out tutorials from Zoom (or whichever virtual meeting platform your interviewers are using).

3. Research, research, research.

The best way to make a strong impression in your Zoom interview is to first research the company and the role for which you are applying. More than anything, the employer wants to know that you are capable but also knowledgeable about the company. You want to convey that you not only want a job, but that you want this specific job.

Dive into the job description.

Chances are, you’ve applied for a number of jobs, so it’s crucial that you again review the job description for this particular role, even more carefully. Job descriptions often contain gems that can be valuable in your interview prep. 

Look for the details that align with your skills and experience as well as those that don’t. You want to be able to speak to the exact value you bring to the table when it comes to what the employer needs and also be cognizant of where gaps exist — so you can address everything confidently.

By the time you show up for the interview, you should be intimately familiar with every detail of the job description. Don’t let them catch you off-guard when they know you had the information right in front of you.

Do some studying up on the company.

Allow yourself plenty of time to read everything you can about the company and how the role for which you’re applying fits into the big picture. 

Read through their website, check out their recent social media posts, and look for any recent press releases or news stories. Make sure you are familiar with industry news and trends. You should be aware of who their main competitors are, where they are in the marketplace, and what makes them different.  

Familiarize yourself with the company’s leadership team, your potential coworkers, and the interviewer.

Do some LinkedIn homework to find out about their background, schools, and any mutual connections you have. Don’t hesitate to bring up commonalities or discuss interesting points you find. It’s not creepy; it shows that you were interested enough to come prepared.

If you have friends or acquaintances that work for the company, consider reaching out to get the inside scoop. You’ll find that people are often eager to offer helpful insights. 

It’s surprising how common it is for candidates to show up to an interview knowing very little about the company and missing key points that they should’ve known. Don’t let this be you. 

Lack of curiosity kills the interview.

One of the biggest mistakes you can make in an interview is to not ask questions. If you don’t have questions, it can seem as if you’re uninterested, that you haven’t been paying attention, or that you’re a know-it-all.

Asking good questions shows that you’ve done your research, that you are well prepared to go deeper, and that you are a curious person.

Remember, you are testing them out as much as they are you.

As a professional, you should know enough about what you want out of a company to be inquisitive about how you fit into the mix.

4. Prepare your personal talking points.

All too often, candidates arrive to an interview unprepared to speak on who they are, what they stand for, and what makes them different. Being prepared with personal talking points will boost your confidence and help you stand out from your competition. Why struggle to come up with strong stories on the spot when you have the material to identify stories in advance?

Bring your A-game.

You’ve read the job description and you’ve done your research, so you should have a good idea of what your potential employer is looking for in a candidate. This is your chance to demonstrate the value you’d bring. Yes, you’re good at data analytics, sales, graphic design, or branding — they want to know how you can solve problems and help their company create value with those skills. How have you done so in the past?

Again, go back to the job description and identify specific examples of how you’ve been successful in demonstrating the required skills and responsibilities in previous roles. What change did you drive? How far did you move the needle? How did you create a win?

Be prepared to tell your stories, and come ready with examples. 

We recommend having in your pocket three stories about ways that you have overcome challenges, generated results, or otherwise brought value to your current or past employers.

Make it personal.

Companies aren’t looking for robots, they’re looking for people. More specifically, they’re looking for a cultural fit. Will you fit in with the company ethos? Are you someone they’ll want to work with?

If you’ve ever been advised to keep it all business, all the time, at work, it’s bad advice. Yes, you should always be professional. But it’s important to show off your personality too, so don’t be afraid to share personal stories that highlight your interests outside of work. It’s how people find common ground and relate to one another.

Fascinating experiences, interesting hobbies, and unusual talents that have nothing to do with the job could be the thing that makes you stand out in a sea of candidates. 

Our president and CMO, Kathy Leonard, once met with a young candidate who thought he had nothing interesting in his background to share during an interview. Upon further questioning, it turns out this candidate had traveled by himself to Peru for soccer camp before he was a teenager, and had learned to fly a plane before he learned to drive a car.

What he didn’t realize is that these experiences demonstrate that he’s a very independent and self-motivated person. 

Reach into your past and think outside the box to find ways to demonstrate your unique value. If you are stuck, talk it out with a friend or colleague. They may notice or remember something you don’t.

Lights, camera, action — you’ve got this!

In many ways, Zoom interviews are much the same as in-person interviews. But don’t neglect to address the important differences. Now, it won’t take place in the controlled office environment you may be accustomed to, but the ball is in your court, and you have a home-court advantage.

You’ve been preparing for this interview throughout your career — your whole life! The company needs strong candidates and the right hire just as much as you want the opportunity.

Make an effort to follow the tips we’ve outlined, and you can nail your Zoom interview.

BONUS: Download these tips as a free 1-page checklist! Click here to grab the PDF.

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How to know when it’s time for a job change

How to know when it’s time for a job change

If you’re one of the many marketers or creatives watching the (truly wild) job market from the security of solid employment, you may be thinking two things:

1. What a 180 from two years ago. How quickly things can change…

2. Should I be looking for a new opportunity? After all, how long will all of this last?

As a result of all the upheaval we’ve endured, there are more open jobs than candidates to fill them, which has led to rising salaries, astronomical counteroffers, and other signs of a shift in the balance of power, like candidates ghosting their prospective employers (oh, the irony!).

So, it’s only natural that more marketers and creatives would look around and feel open to a change. But we’re not out of the woods, and still living in volatile times.

With so much still up in the air, should you stay or should you go?

Here’s how to know if it’s time for a new opportunity.

1. You can’t remember why you stayed – or your excuse has hit its expiration date.

If you’ve been with the same employer the whole time, think back to a simpler, more green time in your life, when you were less seasoned, and more naive:

January 2020. 

If you’re honest, were you really happy then? Was this your dream job? Or were you already counting down the days, at least subconsciously?

If you’re in the latter camp, it makes sense that you’d stay. Maybe you watched the economy collapse around you, and it just seemed safer to bury your misgivings.

You may have watched as your friends and colleagues lost their jobs, seemingly all at once, and felt lucky – grateful to your employer, even! – to still have one.

A useful way of looking at your career path is to see every role you take as serving some kind of purpose. Even jobs that end in less-ideal conditions can still give you useful information that informs future decisions. 

It’s perfectly acceptable if the job you took or kept during the pandemic only served as a safe harbor – but isn’t where you’re meant to be, long-term. If you performed your duties in good faith, you did right by your employer, helping to see them through one of the most difficult periods our country has known. That’s work you can proudly stand by.

But if you know, deep down, that you’re meant for something else, you owe it to yourself to explore what that may be. 

2. Your employer isn’t willing to budge on remote work.

One of the pandemic’s biggest ripple effects – the sudden pivot to working from home for many office professionals – has left deep imprints on the way we think about work and where it should take place. Two years in, return-to-the-office plans have been redrawn, postponed or abandoned countless times. 

The more that remote work continues to be the norm, the greater the culture shock will be for companies that choose to return to in-person offices. Many employers understand and embrace this, even if reluctantly so.

But not every employer can allow remote work, or wants to. If you’re working for a company with a distinctly butt-in-chair philosophy, but the option to work from home is something you now require, there is no shortage of companies or agencies that will gladly offer that.

Whether you need to work from home (or from wherever!) for personal safety or family health reasons, or simply because you can focus better or enjoy more balance that way, that’s your call.

Today, you don’t need to sacrifice your career dreams for a flexible environment.

If you’ve made a good-faith effort to ask for a remote or hybrid work environment and haven’t gotten anywhere, it’s probably time to part ways.

3. You’re ready to shine on a larger stage (minus the plane ticket or Uhaul).

Thanks to remote work, those big-city dreams are now a lot more attainable – and much less expensive to chase.

For marketers who’ve dreamt of working on particular national or global brands but were never interested in relocating to a bigger market like New York or Los Angeles, a door that was closed before has swung wide open.

Many of those companies and agencies have pivoted permanently to remote work, or made the strategic decision to cast a wider net by offering fully remote positions. With geography no longer a limitation, it’s time to chase your wildest career dreams.

Of course, that also means you’re competing for those jobs against impressive, experienced candidates from those larger markets. Even in this job market, don’t expect to saunter effortlessly into your dream job; you’ll still have to put your very best foot forward to stand a chance.

4. You’ve hit a ceiling on how far you can go, or how much you can learn.

Regardless of how splashy or simple your career ambitions are, many of us are seeking some level of intellectual stimulation or fulfillment from the work we do, day in and day out. So when we stop learning or being challenged, it can feel like an inner flame is slowly being extinguished. Before we know it, we’re feeling burned out.

Sometimes this happens when we’re consistently overburdened with work and feel unsupported or unappreciated by our managers or teams.

Reliable high performers may seem capable and steady, but starved of oxygen are no less susceptible to burnout than anyone else.

Burnout can also happen when we don’t feel challenged enough in the work we do, or can’t envision ourselves moving up within our current company. Whether there’s no obvious role to ascend to, or it’s just not a role that lights you up, it can feel like a dead end.

If you’ve asked your manager for help redistributing an imbalanced workload, or for more challenges and opportunities to learn, you’ve taken an important first step. But if, after a realistic period of time with follow-up conversations, you don’t see evidence that anything is changing, you may need to take matters into your own hands. 

Maybe you’d thrive more under a boss more interested in active mentorship, or perhaps the problem is widespread and cultural in nature; either way, there’s no reason to settle for a role that isn’t setting you up to succeed.

5. You suspect you’re underpaid, and ready to remedy that.

Much has been said (including by us) of the skyrocketing salaries created by this uniquely tight job market. Entry-level candidates are being compensated in ways that, a few years ago, would make sense only for highly credentialed, talented specialists with several years under their belts. This applies across all marketing, advertising and creative disciplines, and at every level of experience.

If the market swings in the opposite direction soon, a steep pay cut could be a difficult pill to swallow for marketers and creatives who end up not enjoying their new, high-paying jobs. (And those higher salaries come with higher expectations, even for more junior talent who are still learning and getting their footing.) 

But some in this position may have been chronically and grossly underpaid to begin with, especially those in historically marginalized and underpaid groups.

In those cases, a jump in salary can serve a noble purpose in correcting that imbalance – and resetting expectations in those communities in the long term.

For whatever reason, we probably all at one time or another suspect that we are earning less than we could. Salary is rarely enough reason on its own to change jobs. But if you’ve nodded along to any of the previous points in this article, and you’re ready to get paid for what your contributions are really worth, it’s probably time to speak to a recruiter.

A Freeman+Leonard recruiter can position you for long-term success.

Even if you’re not actively looking for a new role, keep the lines of communication open. We know the market well, and we know marketing and advertising; many of us worked in that world before joining this independent, woman-owned talent agency.

We understand what you do, where you want to go, and what your talent is worth. And there’s never any charge to work with us. Let us be your career advisor – in today’s market, and the next.

Still not sure whether a  job change is right for you at this stage? 

Let’s talk it out. Reach out to the Freeman+Leonard recruiting team on LinkedIn:

Rachel Runnels

Ashley Allen 

And in the meantime, take a peek at a few of our current openings:

jobs.freemanleonard.com

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How to fast-track your marketing and advertising career growth

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The Great Retention: How to retain top talent — even in a candidate’s market

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How to hire for culture growth, not just culture fit.

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#LoveThyLabor: Dare to diversify

#LoveThyLabor: Dare to diversify

While the advertising and marketing industry still has a long way to go, companies are prioritizing diversity more than ever before. This is to tackle historical social injustices and underrepresentation, and to enhance the quality of their marketing and strengthen connections with their consumers.

Also, platforms like Instagram and TikTok are creating a supply of, and a demand for, all voices, backgrounds and perspectives.

Though it’s become more difficult to identify and retain better talent overall, Freeman+Leonard offers a range of options to access more diverse talent, with significant advantages over solely going it alone.

• Thousands of qualified candidates, of every background
• Representation across all fields, disciplines
• Access to talent from new markets
• Ability to tap the right talent for the right jobs

At Freeman+Leonard, we believe that diversified teams create stronger businesses. Talk to any of our employees about how we can help you elevate and diversify your talent base.

? Suggestion on how YOU can Love Thy Labor:

Develop an employee referral program that rewards your current employees for identifying and helping recruit from a larger network of talent. Friends can vouch for their friends, and current employees will more actively promote your company and its open positions. This may allow you to tap into a wider pool of talent than you would have otherwise.

For more ideas on how to show your workers the love, head to freemanleonard.com/lovethylabor.

We look forward to your feedback and your own suggestions on how we all can extend our recognition and dedication beyond a single day each year.

With gratitude,
Kathy Leonard
President & CMO
Freeman+Leonard

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