Thunderclap | Advertising and Marketing Recruiter

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Advice & Thought Starters

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How to shape the career discussion you’re NOT in

Yup. It’s true. You are not in one of the most important conversations of your career. It’s the kind of conversation that gets you promoted, earns raises, or keeps you around when layoffs are in the air.

The one that might be happening right now, as you read this. I’m talking about the chat happening between your boss and your client’s boss about you, you, you. (Or if you’re not in account management, the conversation happening between the senior account leader and the senior client about you.)

Or maybe’s it’s your boss’s boss. Or boss’s boss’s boss… Whatever. It’s between two people of authority that may or may not really know you and what you do on a day-to-day basis.

Story time!

Before yours truly got into new business…and before I started helping agencies find senior-level leaders, yours truly was an account guy. I’d worked at big agencies on big, household name brands for several years. And for the most part, I really enjoyed it. It was fun. But that ended when the CMO at my client told the senior-most account guy (my boss’s boss at the time) said, “I like Steve, but he sells too much.”

Uh-oh. This, my friends, is a body blow. Not fatal, mind you. But not good. Basically, I was told that while I wasn’t being asked OFF the business, I was not going to get promoted ON it.

The point to this tale is that you aren’t in that room when that quiet conversation is being held. But you CAN do things to help make sure the conversation is a positive one versus a negative one. Here are two quick thoughts:

1. Do good work

So much easier said than done, right? But pretty damn important. And it really doesn’t matter what discipline you’re in: leadership, account management, account planning, creative, media, digital… Heck, even client side.

Of course, quality in our business can be a very subjective thing. But generally speaking, it’s going to be something you’re proud of and excited about. Or maybe it got some great press or won an award.

There’s always the non-subjective side: results. It could be client results. Or it could be agency results. In the best world, they’re related.

Results can mean more than revenue growth for either the client or the agency. There are PLENTY of other ways to identify success. Think about your target here. What does your target consider success? A blog post for later, perhaps.

2. Don’t be a jerk

Man, does it make a difference. The reason I was moved into new business at that agency was because those around me perceived me as a good guy and I kept my nose clean. People liked me. I’ll stop before channeling Sally Field.  However, being liked gave me strong advocates at the agency, working on my behalf.

People who charge more for their time might call this “reputation management.” Whatever you call it, it’s a crucial part of your career if you want to earn the big bucks. Particularly in the billable world of professional services.

I did a little bit of research on The Google, and was surprised by two things: #1: being a “jerk” seems to be male gender-specific. And #2: there’s no writing on how to not be one at work. Just lots of advice on how to deal with them when you run into them. Both topics are blog-worthy. But again, I digress.

So, is it really that simple? Well, no.

But if you can do the two things listed above fairly consistently, the conversation you’re not in about your career prospects could go pretty well.

Thanks for reading!

photo credit: Anne Worner A Tangled Conversation via photopin (license)

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Recent agency pitches, wins and losses

Hello there, agency senior leader, recruiter, and/or job candidate!

When Thunderclap was chasing new business work, we would publish pitch predictions. These were marketplace changes that would lead to agency new business pitches. Typically, these were new CMOs and other client-side changes. Always helpful for agencies hungry for new revenue opportunities.

But from both candidate and recruiter perspectives, on the Moment of Hire timeline, a new client-side Chief Marketing Officer announcement is fairly early.

Now that we’ve published a new, recruiting-focused site, we thought you might find it more helpful to be aware of something a little closer to the Moment of Hire.

So here are a few things we’ve picked up from the trades and smart Google alerts as of March 5, 2018. It is by no means a complete list:

Pitches

Wins

Losses

  • Barkley loses Helzberg Diamonds (project work?)
  • Bailey Lauerman loses Panda Express
  • Zimmerman loses Office Depot
  • BBDO loses Mercedes (non-US business)

Should you wish to get this intel faster, subscribe to our RSS feed. Thanks!

photo credit: The Library of Congress Bugle Megaphone, Fort Totten (LOC) via photopin (license)

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Seven brands going into review

Hello there, senior agency leader, recruiter and/or job hunter.

For years, yours truly used to blog about pitch predictions. These were little bits of intel gleaned from the trades — and a wicked Google alert — of new CMOs and senior-level marketing leaders.

The posts were popular. And the intel is relevant to agency senior leadership, recruiters and candidates. So without further adieu, as of March 1, 2018, here’s a snapshot of client-side changes…

Calvin Klein Hires new CMO (a veteran of L’Oreal)

L’Oreal promotes someone to CMO

HR software b2b company TrueBlue names new Chief Marketing Officer

Del Monte Foods also brings on a new marketing leader

Ford moves some senior leaders round including a new CMO

Burberry CMO leaving after other leadership departures

Papa Murphy’s annonces new marketing leader

What? You say your agency needs a new business leader? Someone that can increase your pitch and close rates?

Why, this happens to be a Thunderclap specialty! Having spent over ten years helping agencies find and win new business, yours truly knows some proven, talented professionals that can help grow your agency.

Feel free to contact me if you’d like more information. Thanks!

P.S. Keep in mind that a new CMO at one brand means that new CMO might have recently come from another brand…

Here, by the way, is the most recent list of Pitch Predictions seen on this site

photo credit: Thomas Hawk Robert Scoble via photopin (license)

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Job search tips: how to be found in the hidden job market

Hello, new job seeker! I’ve been reading a great book. It’s called Designing Your Life. In it, the authors take design principles and apply it to living a happier, more satisfying professional life. Very smart thinking. They also offer up a job search tip or two on how to tap into the hidden job market. Which is what today’s post is all about.s

The DYL guys sum up that element of the market like this: “the hidden job market that’s only available to people who are already connected into the web of professional relationships in which that job resides.”

Ooof. Great sentence!

So, how do you get into that world? Here are four quick thought-starters:

Build a network

Uh, yeah! But how do you go about doing that? Lots of great writing out there about this kind of thing, and I encourage you to explore many perspectives on how to increase the group of people you know. Some quick thoughts:

  • Reinvent how you look at the word. It’s both a noun and a verb. When I helped ad agencies win new business, I wrote a post about networking as a verb. To sum that up, it ain’t about you. It’s about helping someone else.
  • Consider using relationship valentines. Here’s something written from the recruiter’s perspective. But you as a job seeker need to do the same thing (keep on people’s proverbial radar screens). What can you share that’s relevant to agency recruiters and hiring managers?
  • Keep your “you” in mind. Reflect your own brand. Don’t do anything that feels really uncomfortable and that wouldn’t make your mother proud.

If you’re looking for a new job, a larger network represents a pipeline of intel, relationships and connections that lead to referrals that can get you hired.

Conduct informational interviews at target ad agencies

The smart guys at Designing Your Life call these prototype conversations. Sounds much sexier and less business-y, right? So have that proverbial cup of coffee conversation with the idea of learning someone else’s story. Because most people love talking about themselves. You’ll walk away with a better understanding of the agency, their role…and a potentially valuable connection.

Sometimes those conversations turn into job opportunities. But let that happen organically. But i it doesn’t, think about asking this towards the end of the conversation…

The more I learn about XYZ and the more people I meet here, the more fascinating it becomes. I wonder, Joe, what steps would be involved in exploring how someone like me might become part of this organization?” (source: DYL)

Asking it this way is more friendly and less interview-y, and gives the respondent lots of ways to positively answer the question.

One thing I’d add here is that if you’re new to informational interviews, prepare and practice.

  • Prepare by knowing the questions you want to ask and demonstrate you’ve done some homework about the agency, the role and the person with whom you’re speaking.
  • Practice via road-test. Insert your analogy here – Broadway, major league baseball or brain surgery. Hone your conversation-building skills and ability in low pressure situations BEFORE you put yourself in a situation where it really counts.

Here are two more job search tips that approach the hidden market in a different way: by making yourself easier to find.

Revise your LinkedIn profile

LinkedIn is one of the most important marketing tools in a job seeker’s arsenal. Your profile is your silent salesman. Your brochure. What is it saying about you? Two quick considerations:

  • Think SEO when you revise your profile. That search bar in LinkedIn is like The Google search bar. So, conversationally pack your profile with the keywords you see in target job descriptions. But do it in a way that doesn’t too SEO-y. You hidden job market, job hunting and/or job search tip seeker, you.
  • Work in your category experience – by name – early in your profile. I also like adding multiple versions of your target title in the bit before your specific job experience. These are very specific tips, but will no matter what your discipline (agency CEO, president, agency general management, account management, planning, creative, digital, etc.) this kind of thing will help recruiters find you when they start searching for candidates just like you on LinkedIn.

Be where they are

If I were looking for a new ad agency job and wanted to connect with recruiters and hiring managers, I’d spend more time on places like LinkedIn. But your online destinations should also include places like Adweek, Ad Age and category or discipline-specific communities. Read. Comment. Interact. Share. Write.

Here’s another tip: participate offline, too! Explore the local and national trade groups. Attend an event. Judge an awards show. The connection you make in person can be stronger than 280 characters.

So, if you’re looking to be seen in the hidden job market, consider things like growing your network, conducting more informational interviews, revising your LinkedIn profile, and becoming more engaged in the offline advertising agency community.

Anywho, hope this gets you thinking about a few new ways to go about your job search.

If you know someone who might appreciate this post, please share it with ’em. Thanks!

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How ad agency recruiters uncover passive candidates

Hello, agency recruiter and senior agency leader. Recently, yours truly has been reading Designing Your Life. It’s a great book. Written from the job hunter’s perspective, a chunk of the book talks about the hidden job market. The searches we have going on we don’t put online or advertise.

There’s lots written about the hidden market. But it’s from the job hunter’s perspective. Not from your perspective, the potential employer’s.

So, what about the hidden candidates? The professionals out there who aren’t actively seeking a job, but are fantastic leaders and potential great hires. Folks who just may be interested in working for your agency at some point. Here are a few ideas inspired from Designing Your Life that can help you build relationships with passive candidates and potential hires.

Build your LinkedIn network to uncover passive candidates

Designing Your Life builds a case for why candidates should avoid online applications. They also understandably crap all over generic job descriptions. Both of which make me wince a bit. Wrote the agency recruiter who’s written a few job descriptions and sifted through hundreds of online apps.

However, their advice is spot on, re: building a network. Particularly if you’re looking to build relationships with passive candidates. The more contacts you have, the more passive candidates you have. There are tools within LinkedIn that help facilitate growing your network. I heartily recommend them. The tools leverage the insight that good people tend to know each other.

Call me a tastefully damn-near-gray-haired old schooler, but I’d personalize that invitation to connect. One of the ways I do this is mentioning someone we both know that’s an awesome human being.

And if I want to start a conversation with this candidate, I’ll ask them about something in their profile. This demonstrates you’ve read it and suggests you’re truly interested in them. It also sets you apart from others on LinkedIn who may be more interested in quantity over quality.

Use relationship valentines to maintain awareness and build relationships

As an agency recruiter, you’re looking to build a pipeline of talented, terrific professionals across a wide variety of disciplines. One of way of maintaining the talent pipeline is by sharing helpful content. Relationship valentines are little bits of relevant, helpful content you create or find online. You can find out write more about them here.

Relationship valentines are great ways for advertising agency recruiters to stay in touch with passive candidates. So that when the candidates get into change mode (and they will), you and your agency are top of mind.

Write a book

Seriously! Write something. It could be a book. Or it could simply be a series of how-to articles you publish online via something like LinkedIn. The articles could be discipline-specific, which might suggest the need for a subject matter expert. Or could be career advice and how-to.

This idea is lifted directly from the information interview idea from the Designing Your Life guys. They call it something more inspiring and sexier than an informational interview. (But that’s another post needing to be written by a distinguished gray-haired gentleman).

The DYL smarties advocate seeking someone’s story to better understand if this is something you want to pursue. This builds relationships and connections for the job hunter that lead to more offers and potential employer interest.

This writing idea is also a bit of tradecraft from one of the best rainmakers ever, Tony Wainwright. Unfortunately, Tony’s no longer with us. But he wrote an interesting book. And used it as an excuse to have a conversation with someone. He ended up speaking with lots of famous people. As a recruiter, your “get” isn’t quite as big. You’re interested in getting in front of people that are potential terrific hires for your agency.

This tactic is particularly useful if you’re looking to recruit agency leaders: people like CEOs, presidents and discipline heads. Many of these professionals — particularly people that are great hires — are only too happy to offer up some helpful advice. This builds your relationship and connection with these passive candidates.

AND the content and thinking it generates will be helpful to future leaders. Lots of wins here.

What, you say you’re not a writer? That’s something you can farm out. Or find a partner at your agency. Or, find professionals that have ALREADY published content. Strike a deal with them after you make sure their content resonates with you.

Build a like-minded community

All three of the above ideas help advertising agency recruiters build a group of professionals with a similar mind-set. They’re passionate, curious and smart folks that could be great fits for your agency. This community can help you identify hidden candidates so you can enlist their help with your searches.

Anywho, hope this writing gets you thinking about different ways to tap into the hidden job market.

Thanks for reading! Should you find value in this post, share it with your network.

Here’s some more thinking to help agency recruiters:

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Apply new business thinking to your agency resume

Looking to land your next great agency job? It’s a lot like an agency looking to win new business. Here are two quick pieces of advice that make your agency resume more effective and can help earn an agency recruiter call. It’s based on many years of helping agencies win new business.

Make your special sauce easy to see on your resume

In ad agency new business, it’s a process of elimination. Eventually, one agency wins the account. Just like one person wins the job.

You’re competing against dozens of applicants. You’re also competing against all the other things time-starved recruiters and hiring managers have to do that day at your target shop. So make it easy to see why the agency should hire you. Here are some common mistakes I see on agency resumes and cover letters:

  • Lack of success metrics. What impact have you had in past jobs? What client problems have you helped solve? How did you impact the work? How did you help the agency? What quantitative or qualitative measures can you point to that indicate success? The more senior you are, the greater the agency impact (versus client impact). Think new business wins, lower turnover, higher staff efficacy…anything that generates more agency revenue.
  • Resumes are too long. This is particularly challenging for more senior candidates. As an advertising agency recruiter, I’m far more interested in your recent experience than when you were an AE in 1995. Keep the facts, lose the details.
  • Spelng and grammatical errors. C’mon now. You’re billable. And in the marketing communications business. This kind of thing matters.

Look for ways to positively differentiate your candidacy

As an agency recruiter, I’m building a library of ideas that help the right agencies and candidates find each other. While there are lots of ways to differentiate yourself throughout the process, here are just four quick things that can help your resume stand out:

  • Active links to social media. As an ad agency recruiter, this gives me the chance to learn more about you.
  • A link to your personal website. If you’re a creative of any level, having an online book is a table stake. But if you’re not a creative, this is a HUGE opportunity. When I see this and it’s done well, I’m blown away. It’s a lesson older, more experienced professionals can learn from millennials. They do a lot of this kind of thing. Having an online representation of who you are — even if it’s just a fleshed out profile on LinkedIn — can give any advertising agency recruiter a better understanding of who you are (and why you’re a great fit). Consider POVs, thinking, and additional perspective. Demonstrate your “you.” Help me fall in love with what you can bring to the agency.
  • Mail or FedEx it in. We’re in a digital world and most communication between an agency and a candidate is done via email. When it absolutely, positively needs to stand out, try going old school first (and reference that when you digitally follow up with your resume and cover).
  • Make your resume a PDF and include a custom list of quick reasons why the agency should explore your candidacy. Because you didn’t take the time to customize your resume and this way is faster. You also don’t care about bird speeds.

As you can see, there are lessons to be learned when exploring the intersections between agency new business and agency recruiting. Taking a look at what works in new business and making resume tweaks can increase the chances of landing your next job.

Should you have any questions, please feel free to contact me. Thanks for reading!

Additional reading to get help you get a new great agency job:

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