From Graduation to Career Elevation: How Effort, Learning, and Teamwork Drive Success

Ever wondered what it takes to succeed in the rapidly evolving field of digital media? Michael Hatswell , EssenceMediacom Assistant Media Buyer/Planner, gave us some intresting advice on navigating the post-graduation process and establishing a fulfilling career. This is what I discovered:

?? Job-Seeking Strategies that Make a Difference

• Engage Actively on LinkedIn: Michael advised that a strong LinkedIn presence can be the key to unlocking job opportunities. He emphasized the importance of connecting with professionals, sharing relevant content, and engaging in discussions to stay visible. This strategy resonated with me as I’m on the lookout for a UX Analyst or UX Researcher co-op position starting January 2025. Leveraging LinkedIn will help me expand my network and showcase my interests to potential employers. #Networking #LinkedInTips
• Network with Professors and Peers: Michael’s second tip was to build relationships with classmates and professors, which can lead to unexpected opportunities. He landed his Adidas internship thanks to a connection he built during his time at George Brown College. For me, this is a reminder to nurture my existing relationships and seek out mentors who can offer guidance and support. #CareerAdvice #NetworkingSuccess

?? Audience Targeting Insights: Affinity, Retargeting and Demographic and Psychographic Targeting

During our case study activity, Michael provided invaluable insights on audience targeting, which are crucial for creating effective campaigns:

1. Affinity and Retargeting Audiences: Michael described how understanding affinity audiences—those with a demonstrated interest in specific content—helps target the right consumers. For example, a horror movie might appeal to true crime enthusiasts or video game fans. Retargeting takes it a step further, allowing marketers to re-engage users who interacted with similar content in the past. This approach ensures marketing dollars are spent on people most likely to convert, which was a new concept for me. #DigitalMarketing #AudienceTargeting
2. Demographic and Psychographic Targeting: For a comprehensive approach, Michael emphasised the value of combining demographic information (age, gender) with psychographic insights (interests, lifestyles). I was surprised by how detailed psychographic targeting can be—like appealing to musical theater fans for the release of “Wicked.” By customising the campaigns to these insights, marketers can create experiences that resonate deeply with their audience. #MarketingStrategy #CustomerInsights
3. Surprising Details in Segmentation: Michael’s mention of pairing unexpected interests, like sports fans and horror movies, revealed how versatile audience segmentation can be. The idea that diverse interests can cross paths in media consumption opened my eyes to the possibilities of innovative campaign strategies. #MediaPlanning #AudienceSegmentation

?? The Value of Being a Reliable Team Member

One of Michael’s key messages was, “It’s rewarding to be a reliable, knowledgeable team member.” This sentiment truly hit home. In my own work on a campaign for Hamilton Beach, I saw firsthand how being dependable and proactive made a difference. My commitment to coordinating our ad strategy ensured that we met deadlines and maintained open communication—qualities that foster trust and a positive work environment. #Teamwork #Reliability

?? Moving Forward

Michael’s advice has given me fresh perspectives on job-seeking, audience targeting, and teamwork. As I continue to develop my career, I’m inspired to put in the effort, learn continuously, and be a team member others can rely on. With these tools, I’m ready to make my mark in digital marketing and UX research! #CareerGrowth #MarketingInsights #JobSearch #CareerOpportunities #JobHunt #CoopOpportunity #UXJobs #CareersInTech #UXResearch