Treat People Like People: Networking Advice From An ACD Thriving In The Industry
Networking and making connections as a student who’s looking to break into the advertising industry is crucial, and arguably one of the most important initiatives to take. Yet, they’re often tentative when it comes to sending emails or messaging on LinkedIn. It can be intimidating and difficult trying to form a relationship or have a conversation with a stranger online.
“What do I say?” “How often should I reach out?” “Can I send my portfolio?”
All questions I’ve heard my peers ask in class, and all questions I recently asked Associate Creative Director at FCB Chicago, Amanda McCafferty.
Scroll to read her responses to students' most pressing questions.
Students can be shy when reaching out and networking with people in the industry, what is some advice that you would share with them?
1. What platforms do you recommend students use when reaching out to industry professionals? (LinkedIn, email, etc....)
LinkedIn!! Also, make sure you’re adding a personalized note with your invitation to connect. Customization goes a long way and means you have a better chance at standing out in their inbox.
The only time I would say emailing is preferred is if someone has given you their email or said in a recent post that they’re open to emails. They may give you their email after you message them on LinkedIn — big win!
2. Do people in the industry mind receiving notes from students? Or is it a hassle?
I, personally, love connecting with students and receiving questions about the industry — we’re in a profession of communication and the only way to move up is by (hint) communicating. If someone doesn’t have the capacity to respond, they won’t. In which case, no harm no foul. But you need to put yourself out there to get noticed in this industry, so take your shots (as long as they’re respectful).
3. For students who are looking to build connections within certain agencies/ companies, who should they be reaching out to? (Creative directors, recruiters, management, etc....)
It totally depends on what it is you’re looking for. If you’ve applied to an open role, you can message the hiring manager or recruiter and let them know you’ve applied and why you’re interested in the role.
If you’re just looking to build connections, reach out to someone with the job title you want to have one day (i.e. ACD, Creative Director, etc.) and ask for their advice on your portfolio or their experience at the agency.
A third route that works if you do some digging: if you have a mutual connection or similarity to someone at an agency you’re interested in (i.e. both went to Michigan State), you can inbox them something on LinkedIn like,
“Hi [insert name], I noticed we both went to MSU (Go Green!) and you’re now working at [insert agency]. I hope to one day work there — any tips for a student looking to break into the ad world?”
4. Do you mind when students reach out to you for feedback on their portfolio?
I love it. Again, if someone doesn’t have the capacity to respond, they won’t. No harm no foul. If you’re looking to ease into the ask, you can always say something nice about their portfolio. For example:
“Hi [insert name], I stumbled upon your portfolio and absolutely loved [insert something specific you liked about their portfolio]. I was hoping you could take a look at my portfolio here [insert link] and give me some tips on how to improve my book. I would greatly appreciate it!”
How often should students reach out to their network when trying to build/ maintain a relationship?
I don’t have a certain threshold or timeline, but I would say to be cognizant about ONLY reaching out during times when you need something. Offer conversations and perspectives that may benefit both parties. Try to foster a “give and take” relationship versus only a “take” mentality. People will be more generous and willing to give you their connections, time, energy, etc. if you are genuinely interested in who they are versus what they can do for you. And that goes for all relationships! Treat people like people, not like transactions.
What advice would you give to students who are looking to expand their network?
A few thoughts:
Your professors are your biggest advocates (other than yourself). They most likely have real-world connections that they’re happy to introduce you to IF you have made a good impression in their class. So, show up to class, be present, be active, ask questions, and ask them if they have any advice. They went into this field because they want to help you and advocate for your future — your success is their success.
Job fairs at your school can be really intimidating and scary (I remember wearing two layers of shirts just in case I sweat through one). But the people there representing their companies are in that position because they’re good at what they do, which is talking, being personable, and making you feel comfortable. They aren’t going to remember if you stumble on your words or lose your train of thought. They won’t care if you can’t answer a question perfectly. What matters is that you showed up which means you have a 10x higher chance of getting the interview than those who didn’t.
If you’re a creative, find a passion project and include it in your portfolio. It’s a great conversation starter with recruiters and a way for others to get to know you and your interests while showcasing your talent.
