How to Network Early and Often

Geno Schellenberger 

It may not seem crazy. I saw a job open up at DDB today and committed this crime. It's not illegal to reach out directly when a position opens up. However, it's not practical (I knew that going in). Employees know when their agency promotes an extensive hiring effort. Especially when it comes to intern, entry, and junior roles, it's like their agency is opening up the gates to a zombie onslaught. Try not to be one of those zombies - even though it is easy to send a quick note message along with a network request on LinkedIn. Agency folk know you are reaching out to get a job. The act of being transactional is not sexy. Don't meet someone and ask right away. What can you provide them? An article? An insight? Attention? People love to talk about themselves, so let them know you admire their work - only if you actually do. 

Review: By the time a job posts on LinkedIn, We Are Next, or (strike me dead) Indeed... it's pretty damn tough to get the job. So what? Will you never get a job? That could be a worst-case scenario, but even then, you can move to Zion, Utah, and create flyers, posters, and videos at a small niche bike shop. Every aspiring needs to channel their inner account manager in them. Freshman and sophomores, you have the advantage of time - don't take it for granted. Juniors and seniors, let these next paragraphs light a fire of passion and motivation. 

It would help (a lot) if you started connecting early. Call it networking, relationship-building, shaking hands - whatever you want to call it. Identify those agencies you love and want to work for today. It's the start of the school year, so this is your green light to start - if you were waiting for a sign, this blog is it. 

Now you know the agencies you love and are realistic for you, hit LinkedIn and see who works there that went to UIUC, ask for a 10 - 15 min call, get their email, schedule the call. The process should be quick and painless. It works maybe 1 out of 5 times, so think volume. You will get better at your messaging strategy - less is more. Your call to action is to get a call with them. Ask the employee about their career path. What mistakes did they make? Focus the conversation about their experience and where they are working - you're curious and passionate! When it comes time, let them know your biggest goals. Don't be shy. People admire big dreams. You'll be remembered if you can speak about your roadmap to achieve them. 

Review: Start as early as possible to establish connections with 1-2 people at your desired agency. Bonus points if they are your desired role. Double bonus points if they are a recruiter. Often. Reach out every once in a while. Send an email if you win an award, start a side job/hustle, or just to let your connection know you passed another semester of college! You can ask them for help on an advertising project. Get creative, and keep in touch. Why? Because when it comes time to open up an application, Laurie, the recruiter, will save the company money by interviewing you, someone she knows who is passionate and competent for the position because you wrote her a couple of weeks back. Or, more realistically, you will be on a separate pile of resumes that get the next round of interviews. 

Enjoy the process. It's a game that you can get good at with practice.