Marketing as a calling: Real job or a fun hobby?

Marketing as a calling Real job or a fun hobby The Digital Wolf

If you’re interested in marketing just because you’ve heard it’s easy money, you’ll be a crappy marketer. Am I saying that marketing is as important as brain surgery? No, but it’s not so naive, either. 

Marketing as a job

Whether you work from 9-5 or as a freelancer at your own pace, marketing, and especially digital, needs almost constant engagement. It’s like you have a very demanding pet

As the industry changes, it is very important to stay up to date with the newest techniques, tools, and media you use to implement a marketing strategy you’ve created for your company or a client. Or, we use the pet analogy, it needs constant grooming.

Experience is really important in marketing, but you’ll need some knowledge, too. You have to understand the basic principles and theories to be able to see the wider picture.

Also, it’s not the formal education that only counts if you want to be a digital marketer. Informal education, in our analogy – petfood, can be very useful, too. 

Courses, workshops, practices – all that can change your mindset, improve your creativity, and boost up your marketing skills. Yeah, you’ll be feeding this pet very often.

Marketing as a calling

What differs a calling from a job? You absolutely can’t run from your calling. Let me tell you my story.

I went to a public university to study economics and business. My module is Trade Management and marketing (not graduated yet). I liked this field of study very much, as I wanted to become a warehouse manager, and then later to have my own distribution company. 

Throughout the years, I’ve been very good at courses like channels of distribution, trade management, logistics, and similar, and desperately wanted to start working in a logistics company.

My final year came to an end. I’ve got the recommendation letters from a few of my professors for an internship in logistics, but never got it. Back then, Marketing was never my field of interest, but I started reading some blogs and e-books about social media. 

I’ve landed my first job in a publishing house where I showed some knowledge about email marketing and Social Media, so I became a Digital Marketing Manager. I was preety good, but I ignored it. When I quit after a year, still having the love for logistics and warehouse management, I applied for a job in that field. I was still getting job offers in the marketing sector, but I wanted to try to exit.

I went all in: showed all my knowledge of the industry and the company on 2 rounds of interviews and brought my recommendations. I was sure that I’ll get the job. Unfortunately, I didn’t. They took someone who doesn’t even have a clue about the industry. My motivation was crushed.

That was the second time I failed to enter the industry. Then and there, I made the decision: I will dedicate my time to improve marketing skills and to become a proper digital marketer. I just couldn’t ignore that calling to use my knowledge and experience to help businesses grow. 

Marketing as pure love

After almost 5 years in the marketing and advertising industry, I can say it was a rollercoaster ride. Some of the clients are confused and don’t know what they want. Some of my collaborators don’t know what they’re doing. In the end, it is a struggle, but I am sure that this is a path form me.

It’s like it is in my nature to just help promote and grow businesses, and it always was. It just grew to its full potential when I stopped denying it.

Yes, marketing was my hobby in the beginning. Ye, it is my job now. It cant be both at the same time. If you want to be a good marketer, you have to put your heart and soul to it. Of course, don’t forget to find a healthy marketing – life balance

Employer Branding: The Bermuda triangle of Marketing, PR, and HR

Employer Branding The Bermuda triangle of Marketing, PR, and HR

Although the work supply in some industries is very high, recruiters can have a problem finding high-quality staff. One of the ways to outrun the competition in the race to the best employees is to use Employer Branding.

What is Employer Branding?

Employer Branding is a marketing discipline whose goal is to share the values, mission, and vision of an organization, in order to attract and keep high-quality employees. 

We can also say that it is a way to build and maintain Employer Brand. According to Hubspot,  “Employer branding is how you market your company to job seekers, as well as internal employees“. They also say that “an employer brand is your reputation as a place to work, as well as your employees’ perception of you as an employer.”

Pay attention to the first Hubspot’s definition – it will be useful later.

The whole idea of Employer Branding is to make the organization appealing to future employees, but also to strengthen the bonds between employer and employees. 

Why do I say organization and not just company? Because Employer Branding strategies can be used in other forms and industries like non-profits, sports team fan groups, NGOs, etc.

What is Employee Generated Content (EGC) and how to use it

You remember that definition I told you? Well, now it’s time to take a better look at it. It says that Employer Branding is a way of how you market your internal employees

If your organization has a decent work environment, it is normal for your employees to share something about it on Social Media, or even on their blogs. That content that shows the values of a company, and that workplace in general, we call Employee Generated Content.

Let’s take a team building for example. The company organizes a team building  – a 2-day staycation to the ranch, where the main attraction was horses. Employees made numerous selfies with the horses, and post them on Social Media with funny captions. That is a great piece of EGC and you should repost some of it on the company’s profiles.

Some other activity that can give great EGC:

  • charity work,
  • workshops and seminars,
  • business trips.
In-house workshops can generate great EGC
In-house workshops can generate great EGC

Keep in mind that it how you use EGC depends on the industry. If the organization is, for example, a serious international audit company, maybe they can make different accounts on Social Media just for that informal content.

Who should work on Employer branding campaigns? 

There is a burning discussion which department should make and implement Employer Branding campaign. That’s why I call it the Bermuda triangle of marketing, PR, and HR. Those 3 departments should work together to bring the best employer experience and then also the branding.

  • Marketing: decide where (which channels) and how to promote the campaign, support the campaign and monitor the EGC.
  • HR: organize team buildings, seminars, and education, as well as make the work environment as good as possible.
  • PR: turn the EGC and other material into a viral story about the company as a workplace.

Podcast recommendation

This topic sparked my interest maybe a year ago, so I looked and find some podcast about this topic. My favorite definitely is The Employer Branding Podcast by Link Humans. I really enjoy listening.

Hope you find some useful information about Employer Branding and EGC in this article. This is a great topic and I sure will write more about it.