Finding a job in communications can be confusing, but you'll figure it out.

My business partner, Guy Parker, and I had the pleasure of participating in the Texas State University Mass Communications Career Day event earlier this week and we met three kinds of students: Those who “got it,” those who “didn’t get it,” and “every one else.”

Big Thanks to Texas State University

But before I launch into this, I want to thank Texas State University for their hospitality and for the great, caring people they have working there. The university is blessed with some of the top professors in their field and, if it weren’t for political bullshit, the whole world would know it (that’s not an indictment of Texas State specifically, but of the University system generally). The professors and staff we met are truly interested in real-world insight and the desire to help their top students get what they want.  But that’s another blog entry for anther time.

Get It? Got It? Good!

The students who “got it,” are my favorites. They’ve done their homework beyond their assignments. They not only know what they want, they know how to get it and they’re willing to work their ass off to get there. They have talent and are working on the skills, but they know eventually those skills will come. Afterall, they know what they don’t know.

One in particular stood out not only because she SAID she wanted to work in an integrated marketing firm, but she had the work to prove it. She had built a website and populated it with her own content. Yes, she could design, program and write. But it gets better. She had written, produced and edited her own videos which she posted. And they were good. You could see her pride and excitement because she had worked hard to get it to where it was. Among all of the students we talked to, she definitely “got it.” We’re exchanging emails with her now.

“I got it! I got it! I got it!… I don’t got it…”

The students who “didn’t get it,” well, we pray for them. Eventually they find their way. But I continue to be amazed at how many of them are so clueless that they can’t run a Google search for career advice or how to put their portfolio together. I was even more amazed at how many writers (public relations, journalism and advertising) didn’t have a blog. My advice: Writers write. It’s that simple.

And then there were the ones who were caught like a deer in the headlights. For instance, one student approached us saying she wanted to be a graphic designer.

“Great, do you have a portfolio?” I asked.

“No…I should get one, huh?” she said under a wrinkled nose.

“It would help,” I said. “When do you graduate?”

“May 2010,” she said proudly.

“Okay, do you know InDesign, Freehand or Photoshop?”

“I know Photoshop.”

“Can I be frank with you?” I asked.

“Sure.” she answered.

“You’re late. You have a lot of catching up to do if this is what you want. There are students all over the country who strive to work in this business, that they already have a portfolio and now they’re refining it. Some of them are right behind you.” I said with an encouraging smile; I didn’t want to beat her down, but her to get off her ass and get to work. Or find another dream. Either way.

“Really?” She was shocked.

“Really. You may want to think about either delaying graduation and get the training you need. You may be the most talented designer on the planet, but if you can’t work the tools, you don’t have a prayer. Or you can find another career path. It’s really that simple.”

I could tell she was a bit deflated. But she had to hear it. Those who “don’t get it” can go along throughout their lives thinking that they “get it,” and they really don’t. Now, the choice was hers. She could either wake up and do what she needed to do or she could just graduate and get a job doing something else. I hope the slap of reality helped her with her decision.

Somewhere in the Middle

Not everyone knows what they want. That’s part of what college is for. If you can go to a university and discover your passion, then you’ve taken full advantage of what that university has to offer. Which brings us to the students who are in the middle. They’re the ones who just need some guidance to push them onto a track–any track. Eventually they’ll either “get it,” or they won’t.

One student in particular stood out. He had done some acting and writing–in fact, he had written a screenplay and a book. Okay, he loves to write, I thought. We can work with this. He liked the idea of being a copywriter because he could actually get paid to be creative and do what he loves. He just wanted to write for a living, but he wasn’t sure about the whole advertising-pr-web-design thing. He deserved at least a look and an opportunity to test what he can do. I sent him our copy test which tells us if he can grasp the idea of creating short-form ideas and writing the copy for them. We’ll see what happens.

The Ones You Hire

I love students who want to learn. But most of all, I love students who know something, have the wisdom to know what they don’t know and now want to learn MORE. But, even more importantly, they’re willing to put in the work to be better than they are. Those are the best kind students. No matter how old they are.

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