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Marketing yourself to Media employers. Steve Perring, History Researcher, Horrible Histories Kate Copland, Careers Adviser Aims:. Recognise the value of “personal branding” in this job market Be able to identify your personal brand

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marketing yourself to media employers

Marketing yourself to Media employers

Steve Perring, History Researcher, Horrible Histories

Kate Copland, Careers Adviser

  • Recognise the value of “personal branding” in this job market
  • Be able to identify your personal brand
  • Know how to use a variety of methods to market yourself effectively
  • Perfect your pitch!
personal branding
Personal Branding
  • Your unique selling point (USP)
  • Identifies you as an individual and what you have to offer
  • And/or identifies you as a representative of an organisation – you embody the company values / image
  • Creates a specific impression to others (an impression that you can control and influence)

Ant & Dec

family values


cheeky chappies

russell brand
Russell Brand



youth culture


importance of personal branding
Importance of personal branding:
  • Your image, what you do, who and what you associate yourself with all creates an impression.
  • In order to market yourself effectively, your personal brand needs to relate to the company brand.
  • So, you need to know two things:
  • What’s the company brand?
  • What’s your personal brand?
sector strategies
Sector strategies
  • What’s appropriate for the organisation?
  • What does the company do?
  • What’s the company’s image?
  • What’s the company culture- how do people dress/behave?
  • = values = innovation
  • Commercial awareness:
  • Know your sector and know your company!
  • (Work experiencein Media)
    • (hard copy in Careers Centre) – Digital Spy
  • (Media & Publishing)
  • (BBC Academy for all areas of Media)
  • (Jobs advertised by also loads of help)
  • (Free intro in TV world)
  • Production company websites
  • York Graduate Profiles
  • Professional Connect/ alumni events
  • Primary research: Work experience!
  • Not sure what you want to do?
  • Employability Tutorial (in the VLE)
what s your personal brand or who are you and what do you want
What’s your personal brand? or Who are you and what do you want?!
  • Career goal or personal profile on CV?
  • Elevator pitch?
  • What NOT to do!....
  • 2 minutes….
  • Skim read your CV or brain storm yourself
  • Note down key words/ themes/ impressions that stand out
personal branding1
Personal branding:
  • What does this say about you?
  • Is this the impression you want to give?
media qualities
Media Qualities



skills related to history
Skills related to History:
  • Critical analysis and ability to condense large amounts of information
  • Communication
  • Ability to construct a logical and persuasive argument
  • Problem solving
  • Team work (group projects and seminars)
  • Research – not just history!
  • Self-management
  • Time management and dealing with multiple workloads
  • IT skills
  • Creativity
  • Numeracy (use of statistics)
marketing approaches
Marketing approaches:
  • Online
  • Applications
  • Face to face
1 online
1. Online:
  • Twitter- what are you saying? Who are you following? What does this say about you?
  • Privacy settings?! Who are you accepting?
  • Examples of your work: blogs/ website/ virtual portfolio/ YouTube
  • Is your online presence consistent in terms of quality and message? (e.g. Want to work as a journalist, but write articles contradicting your opinions expressed in previous articles?!)
  • You can showcase your skills and create a great impression before an employer has even met you!
marketing approaches1
Marketing approaches:
  • 2. Applications:
  • CV, cover letter, application forms, speculative approaches
  • Are these well written? Free of spelling errors? Consistent and clear messages? Tailored to the company and the role? Is the role something you could do?
  • If you have a clear understanding of your goal(s) and why your skills and experience are relevant, you will write a much stronger application!
3 face to face
3. Face to face:
  • Interviews and assessment centres:
  • Social interviews: pub/corridor/coffee. Very informal. Be open to opportunities! Get way in.
  • 2. Formal interviews/ assessment centres: situational questions, commercial awareness questions. You are expected to know about the industry, current affairs and what’s popular. Watch TV! Can you cope with stress and thinking on your feet?: “Pitch us an idea”…
  • Networking: careers fairs/ industry events, work experience, volunteering, social events, personal interests (e.g. art exhibition, film festival..)
networking tips
Networking tips:
  • Prepare! Who will be there? What do you want to find out?
  • Bring a friend – pros/cons (Tag teams?!)
  • Review the room – where are the people you would like to target? Name badges/ zones/stands? Even if a person isn’t necessarily useful still have a chat – you’ll never know where it might lead and if you’re rude then word spreads!
  • Approach people on their own- make small talk? Build your confidence.
  • Look for groups to break into, rather than people in pairs.
  • What NOT to do….
the graceful exit
The graceful exit
  • Think about the message you want to leave the person with
  • Thank the person
  • Introduce others, or ask for an introduction yourself
  • Follow up meeting/email/article/information
  • Reconnect at a later date
  • If you say it, mean it, and do it!
      • Escape routes:
      • “Shall we check out the food?”
      • “It’s been great talking to you, but please excuse me I’ve just spotted someone else I need to catch.”
      • Need the loo!
      • Time – need to head home.
pitch us an idea
Pitch us an idea!
  • Working in teams you will have 5 MINUTES to prepare an idea and then 2 MINUTES to pitch it to us.

What’s your idea and why should YOU be the ones to produce it?

What makes it unique/different?

  • York Award courses:
  • Your online brand
  • Networking for beginners
  • Careers sessions:
  • CV and application writing sessions
  • CV and application reviews
  • Online resources:
  • Successful networking (info sheet)
  • CV Guide (in the VLE)
who to follow
Who to follow
  • @TheBBCAcademy – the BBC Academy (and @BBCCoP)
  • @Don_b_kong- runs the BBC Trainee Schemes and Pool (often posts advice)
  • @4TalentDays – Channel 4’s advice scheme
  • @ITVCareers – often old advice sessions and workshops
  • @tvtalentmanager and @theunitlist
  • @journalism_jobs- for newspapers and journalists
  • @GuardianCareers
  • @WIJ_UK  (Women in journalism)
  • @TheTVIndustry – for people specifically interested in TV
  • @RTS_Futures- Royal Television Society
  • @BAFTAGuru
  • @LondonLive – keep abreast of new areas of TV
  • And of course @UoYCareers!
  • Plus anyone you meet networking – it’s a great informal way to stay in touch - @stevenperring
help and support
Help and Support:
  • Open Mon – Fri , 10am -5pm
  • CV and application reviews
  • One to one advice/ info appointments
  • Careers Fairs and events
  • Employability Tutorial, CV guide
  • York Award, Volunteering, SIB
  • E-guidance:
  • LOCATION: campus central carpark, next to Vanbrugh and Market Square shops
www york ac uk careers inforesources

To access this presentation and the Information Sheets:

Getting work experience in Media

Considering Broadcasting

Successful networking