Last summer, I heard that my alma mater was launching a mentoring program between graduates and enrolled Seniors. Even though I no longer reside in my college town, I quickly volunteered to be a guinea pig for remote mentoring.
The woman running the program was hesitant at first—her vision was to put grads and students together face-to-face and create events that would bring the mentor/mentees together outside of 1:1 meetings.
Even though I reside in the San Francisco Bay Area and my college is in chilly Ottawa, Canada, I convinced her to team me with a student who was studying abroad for a semester so neither of us would be on campus.
Luckily I was paired with a wonderful senior named Mitch who was spending a semester in The Netherlands and studying marketing. We hit it off immediately, swapping stories about our pasts, our work experiences and talking about his goals when he graduates (to work in sports marketing). Mitch proved to be intelligent, inquisitive and eager to learn about the real world of marketing and advertising.
In our weekly calls, I answered a lot of questions (about marketing strategies and tactics and concerning specific job functions in the industry), but we also talked about some very practical things like how to put together a solid resume and a LinkedIn profile. Frankly, I was a bit surprised that in this social media crazed world, this very bright student was not that familiar with LinkedIn and how to use it to his advantage. Upon having further conversations with my college graduate son and his friends, it seems none of them were particularly savvy about LinkedIn and how leverage it to their advantage.
Helping Mitch with his resume was a fascinating exercise in marketing. His first draft provided a laundry list of all his summer jobs, but didn’t successfully position his experience and his growing expertise. As I quizzed him on what he actually did at each job, I helped him extract the salient messages he needed to convey about his skills and accomplishments—it was similar to working with a client to help them clarify and synthesize a product’s attributes and benefits, and how they stacked up to the competition.
For example, during his Junior year, Mitch worked for a marketing agency that was helping Microsoft increase its mindshare among college students. He described that job as “Independently reach and educate University students regarding the benefits of Microsoft products while entrusted with expensive technology.”
After some probing into what he was REALLY doing and the knowledge and skill set it required, we rewrote it to read “Manned an on-campus booth and answered questions about various Microsoft software products while retaining proficiency in Microsoft Windows 8.1 and the Microsoft Office Suite of products. Using Microsoft-provided software / hardware, performed a Pre- and Post- Attitudinal Behavior Study.”
Now he sounded impressive!
What was most exciting, however, is that this week Mitch advised me that a Netherlands-based sports organization that he follows on Twitter had tweeted about an opening for a marketing assistant. We quickly got to work refining his resume to match all the skills the job description required and crafted an introduction letter that further highlighted his skills.
We also did a LinkedIn search to determine who the position would report to and poured over the hiring managers resume. I encouraged Mitch to spend time on the company’s website, social media sites to become immersed in the brand, its mission, brand positioning, communications messages and key issues the company is facing.
Yesterday Mitch was contacted by the hiring manager and asked for work samples and to set up an interview. We then went to work prepping him with questions he might ask during the interview process. Honestly, I was as excited as Mitch was!
As I finish this column, I’m waiting to hear the outcome of that first important job interview, but either way, I’m confident that this young man will be a marketing rock star and any firm would be lucky to employ him. And, I relish the opportunity to help another grad enter the world of marketing fully knowledgeable with the skill set to market themselves successfully.