3.5 Tips for Marketing Graduates

I've been connected to education for nearly my whole marketing career. Whether working directly in the public education sector, leading a new product line in a corporate services firm providing professional development seminars, or marketing educational conference attended by 60K industry pros eager to network and learn, I quickly learned (sometimes the hard way) that being in marketing means you must always be learning and focused on the future you can't control.

The future.

An open universe of uncertainty, anxiety, opportunity, and freedom.

To the graduating class of 2022 - and I am talking high school and college - your future is now, tomorrow, and 25 years from today.

Tip 1 - Your future is more than just the first few years out of school. You are still figuring out what you want to do, what you're good or horrible at, and how to exist in the real world with real deadlines. You're going to change your idea of the future a million times. You will start new jobs, get laid off, become discouraged, and experience heartbreak, renewal, and hope. Don't put so much pressure on your immediate future that you can't appreciate the opportunities for change. People exist in life and their careers far from the focus, major, and story they created in school.

Tip 2 - You have value always. It is not your fault or problem to solve when others can't understand or appreciate your worth- both in the workplace and in your personal relationships. Disclaimer: You will need to adjust how you communicate this value. The average marketing professional stays about 2 years in each role, and that doesn't account for layoffs, restructuring, and organizational changes beyond your control. I took this hard when I was in my early 20s in a hybrid sales and marketing role. I beat my quota by 200%, had the highest response rates in new programs, and exceeded expectations. The company was sold and many staff lost their jobs. It was hard and I immediately questioned my value and purpose. Knowing you always have value will help you navigate career changes, job focus, and new opportunities.

Tip 3 - It's okay to specialize in marketing, but understand how your specialization impacts customers, other marketing functions, and the organization as a whole. The best decision you can make is to become really good in a specific marketing function. The worst decision you can make is to not understand how what you do, your decisions and your ideas will impact others. Marketing is more than just about 1 person and their role. The American Marketing Association says this:

What you do will impact everything. No pressure.

Tip 3.5 - Never stop learning. Join a marketing association, find a mentor, read everything, and see what's new and next. Get certified and continue some type of marketing education. You'll thank me later.

Now, onward to your ever-changing marketing future. The world needs people like you.