Hiring Deck Han and Kelsey V3

7/28/2019 Hiring Deck Han and Kelsey V3

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PLANNING THE

CREATIVE JOB SEARCH

kelsey harris & hannah tabor

university of oregon, 2013


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Over the course of two months, we

interviewed current and former

University of Oregon advertising

students.

Our criteria:

High-achieving and self-motivated

students who are well-recognized

by faculty, as well as alumni whoare working in the industry.


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What wewanted to

know fromthe students

1. post-graduate views on

the advertising program

2. perceptions on what is

necessary to be ready forthe job market


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We also interviewed 5 Portland ad

professionals.

Agencies represented:

Mutt Industries, Yonder, Uncorked

Studios, and NORTH.


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What wewanted

to knowfrom fivePortland ad

professionals

1. impressions of entry-

level creative applicants

2. what our program

does well

3. how our students

can better prepare

themselves to be

competitive in the jobmarket


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The professionals we interviewed came from

different agency cultures, ranging from long-

established to cutting-edge.

While these professionals each provided a unique

perspective on the industry, they voiced a similar

opinion. This was concurrent with feedback we got

from UO advertising students.


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Strengths of theUO advertising program1. The extensive professional

network and support system it

provides

2. The competitive atmosphere,

which fosters self-motivation to

create a portfolio

3. Development of creativeproblem-solving skills

4. Flexibility to explore numerous

facets of the advertising profession


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However, while the generalist nature of the

program has its benefits, it seems to make students

feel lost and unable to hone in on their professional

area of focus.

This affects how they pick classes and approach

projects. What follows are excerpts from our

qualititative research that contributed to this

insight.


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THE T-SHAPED DILEMMA


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The T-shaped model, which encourages versatility

across a multitude of media platforms while honing

in on one area of expertise, has been embraced by

our program in the past few years.

While it allows an acquisition of many skills, it

seems to be making it difficult for some students to

find their focus.


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I do think there should be a T-shaped person but I

think there has been a confusion about what the top

of the T should be.

There should be a focus...there are some assumptive

things, like strategy, that should be at the top of your

T whereas there are some things that fall outside the T

because they are just too far outside.

Dave Ewald

Uncorked Studios


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Its good to have anunconventional approachand really get behind crossingthe genres of titles andbeing multifaceted, but as a

professional school we stillhave to acknowledge that youhave to put yourself in somekind of role if you want to geta job.

Current UO ad student

There are very few jackof all trades that achieve

greatness. You have to begreat at something in orderto succeed in any industry...

Im not saying its not good toknow other things. I think anaccount guy [planner] shouldbe a creative motherfuckerbut he doesnt need to be awriter or an art director.

Jason EhrlichYonder


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COURSE CONFUSION

There are some redundanciesin the beginning courseworkof the program, I wish I hada year to go back and developthings more.



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With the emphasis on versatility, some students

seem to have issues when approaching projects and

choosing classes.

Students are required to take three advertising

classes before taking a capstone campaign class.

Due to the accelerated pace of the curriculum, some

students do not always feel they choose the classes

that would best help develop their portfolio.


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Prior to participating in our focus group, the agencyrepresentatives attended final project presentations

from students in the Winter 2013 Writing Design

Concepts class.

The following insights refer to their experience inthat capacity.

FOCUS YOUR

TALENTS


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[During presentations]I looked at what thepresentation was about andfelt, Its ok, but then I askedthem what they wanted tobe and it was not what theywere presenting.

Dave AllenNORTH

I thought overall everyonehad pretty slick presentationsand I was like Wow,everybody knows how todesign and use Photoshop,even if they come to thetable and they are like, Im awriter...Im like Wait, back

up. You said you were awriter, convince me you are awriter. Tell me a story, proveto me that you can writesomething. Dont show mebeautiful typography with

smoke and stuff. You didnttell me a story.

Mike McCommonMutt Industries


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I asked a professor, Well does everyone have to designthe work that they are showing? and the answer was yesand I kind of thought, well, why?

I dont understand that, its just breeding mediocrity. Ifyou are a designer or you are a planner, then go hook upwith two other people [that write or design] and take that

planning that you did and let it play out and actually dosomething with it. Thats where development happens.

Jason EhrlichYonder


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CONCLUSION:

find yourbrilliance


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You have to pick something,they arent going to hire a

swiss army knife. They wantsomeone who has one strongskill set.


Find what you are brilliantat and then maybe there is a

title for that and maybe thereis not.

Dave EwaldUncorked Studios

Were too stressed out all the time. Were like, we need to do this inorder to get to the next step, higher up the corporate ladder.

If we figured out what we like in this mess of ad smorgasbord and made

stuffactually created stuff, which none of us do enoughthat wouldget us in the right direction. What came out of that would help you findyour job title.



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Both students and agency professionals reminded

us that finding a focus is important before entering

the industry.

Finding a focus is more than choosing a titlebecause it is also about finding what you excel at

and enjoy doing.

Hiring Deck Han and Kelsey V3

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