As a former student graduated from Master of Communication, I understand the challenges that come with navigating the job market, especially with a background in communications or other liberal arts fields. Many of us graduate with dreams of landing a glamorous job as a brand manager in a top company, managing big projects, and feeling that sense of accomplishment every day. However, the reality is often much different. I myself started in a less-than-glamorous marketing role in Christchurch, but through continuous learning and self-improvement, I eventually carved out a successful career in digital marketing. Today, I’d like to share my journey and offer some advice for those in a similar situation, hoping to break into the digital marketing field in New Zealand.
The Reality Check: From Dreams to the Job Market
Like many Comm graduates, I entered the job market full of hope. With a Master’s degree in Communications, I envisioned myself stepping into a significant role at a big company, managing exciting projects. Instead, I found myself in a modest marketing role in Christchurch, where my tasks included sending SMS campaigns to customers, make daily post —a far cry from the high-flying career I had imagined. However, this experience was crucial as it made me realize that academic knowledge alone wouldn’t be enough to excel in the digital marketing world. I had to expand my skill set and adapt to the demands of the industry.
How to Find Your Path: Practical Advice and Personal Experience
If you’re a graduate particularly with a background in communications, don’t be discouraged. With the right learning and practice, you can succeed in digital marketing. Here are some tips and insights from my journey:
- Manage Social Media Accounts to Build Practical Experience:
Start by managing two or more social media accounts (maybe start with Instagram or Linkedin). This hands-on experience will help you develop skills in graphic design, copywriting, and research. These accounts shouldn’t just be personal diaries but should have a clear persona or theme. Even if you graduate without a formal portfolio, the experience of running these accounts can enhance your resume and catch the eye of hiring managers. - Self-Learn Digital Marketing Skills to Break Industry Barriers:
The digital marketing landscape evolves rapidly, so keeping up is essential. I obtained multiple certifications through self-study, using free resources like YouTube to learn the basics of digital marketing. Focus on two main areas: SEO (Search Engine Optimisation) and paid ads. To apply what you’ve learned, try building a small e-commerce website on WordPress to sell something you’re passionate about. If you manage to sell even one item through digital marketing efforts, that’s a significant achievement you can proudly list on your resume. Essential Certificates for a Digital Marketing Career - Enhance Your Technical Skills to Overcome Disciplinary Limits:
Digital marketing isn’t just about creativity—it requires technical know-how. Early in my career, I spent a lot of time learning how to build websites and run ad platforms like Google Ads and Facebook Ads. Mastering these technical skills allowed me to transition from a humanities background to a more technical marketing role. This cross-disciplinary skill set not only made me more competitive in the job market but also expanded my career options. - Gain Industry Certifications to Boost Your Career Prospects:
Certifications in digital marketing can significantly boost your resume. I pursued certifications like Google Skillshop and Facebook Blueprint, which became key assets in my job applications. Employers often favour candidates with these certifications because they demonstrate a verified level of expertise. - Build a Professional Network to Access More Opportunities:
In New Zealand, networking is crucial. I attended local marketing events, seminars, and industry conferences, which helped me meet industry professionals who provided valuable career advice and opportunities. Building a strong professional network can open doors to new job opportunities and collaborations. - Stay Committed to Lifelong Learning and Industry Trends:
The digital marketing field is constantly evolving, and staying ahead means continually learning. I regularly read industry blogs, took online courses, and earned new certifications to ensure I remained competitive. Continuous learning not only helped me improve my skills but also prepared me for career transitions. - Learn and Adjust Through Practical Experience:
Practical experience is the best teacher. When I launched my e-commerce website, I faced many challenges, such as choosing the right keywords and optimising user experience. However, by continuously tweaking and adjusting my strategies, I learned what worked and what didn’t. This hands-on experience was invaluable in helping me develop effective digital marketing strategies. - Develop a Diverse Skill Set for Career Resilience:
Modern workplaces require a diverse set of skills. In addition to digital marketing, data analysis is increasingly important. By learning tools like Google Analytics, you can better understand user behavior and optimize your marketing strategies, ultimately enhancing overall effectiveness. - Build Your Personal Brand to Enhance Your Professional Image:
Personal branding is also vital in digital marketing. You can build your brand by writing blogs and sharing your learning and experiences, which will gradually establish your professional identity. In my career, personal branding brought me unexpected opportunities, such as invitations to speak at events and consulting projects. - Embrace Challenges and Try New Things:
Finally, I encourage you to embrace challenges and be open to trying new things. Whether it’s building a new website, learning a new skill, or facing difficulties in practice, maintaining a positive attitude is key. These challenges and experiments have helped me grow step by step and eventually achieve career success.
Conclusion: From the Ground Up to Success
For graduates, especially those with a background in communications, the career path can be challenging, but that doesn’t mean there aren’t opportunities. By continuously learning and practicing, you can acquire a valuable set of skills that will help you build a successful career in digital marketing. Through self-study and hands-on experience, I grew from an entry-level marketing specialist to a digital marketing expert. I believe that with passion and perseverance, you too can break through the limitations of your degree and create a successful career in New Zealand’s digital marketing industry.