My interview process always starts with a 15-20 min chat to make sure the candidate’s values and personality match that if the business and the team they are joining.
In a recent interview I asked the young lady what she wanted to get out of the next role, and the second of three answers, sandwiched in between ‘learning’ and ‘working for a big company on a big client’, was getting a’ media first.’
Whilst this sounds noble, the nature of digital means that it’s nothing more than a personal PR piece for 99% of opportunities.
The beauty of digital is that it’s one to one marketing. In the majority of caelses you know some non-PII personal data on the viewer before they see your ad, so you can adjust yourself accordingly. Combined with the fact that the web was not created for broadcast editorial, but for connecting individuals. It’s like the difference between Ceefax and Google. Old media is monologue, digital is dialogue.
Therefore scale in digital is a mass of personalised ads, not a blanket of messaging. Whether this means digital will ever have the pure brand impact as ATL channels is yet to be seen, but it means digital is more selective and exclusive.
This precision means that digital media firsts are often smart tactics, new formats or clever tech. These will make 10% differences, not the fame and effect of a first live ad break, for example.
In itself this is not a problem, but for it to be one of your primary goals for a new job, it surely means your values are off.
I’m all for personal PR and drive, but in an interview I am looking for your values matching my own, those of my team’s and those of my company. Digital media firsts may not be the best way to show off your ambition.
If you can drive 10% efficiency within the existing structure, then we’re talking.