word from Phil Preston - The art and science of marketing careers
been in marketing for over 25 years I have had a variety of jobs
from Marketing Services Manager to Director of Marketing. I’ve
also recruited and mentored a large number of marketers. I always
tried to make sure that the members of my team were well equipped
to do the job and encouraged them to get a relevant professional
qualification behind them – MRS, IDM, ISP and of course
CIM. It was good for the business and good for their career and
I'm a great believer in implementing
the knowledge gained through professional study, particularly
the plethora of strategic marketing concepts that have been invented
or discovered by some of the business world's most brilliant minds.
Thinking about it, some can also be
applied to “Brand Me”. So in homage to marketing gurus
of the 20th Century here is a short Marketing Career Development
In the same way that
goods and services go through different stages of a product
life cycle so does a career. Having done the R&D at
university and launching “Brand Me” with your
very first job in marketing, your career can quickly gain
momentum. Over a short space of time it’s possible
to rise up the ranks to a relatively senior role but once
you are there you can get stuck. The competition for the
top jobs can be fierce so your career could even stall,
stagnate and eventually die!
before you get to this stage maybe it’s time to reinvent
“Brand Me”, undertake some more R&D (how
about the brand new CAM
Diploma in Digital Marketing) and launch a new “Me”
product into the marketplace? So what are you waiting for,
sign up for the Institute’s Continuing
Professional Development programme now.
Imagine your boss,
company or organisation is your customer, how would you
go about satisfying his, her or their needs?
|Product: all successful products and services are a combination
of features and consumer benefits. “Brand Me”
should be no different – as well as the technical
knowledge and capability to do the job it’s important
to offer the little extras. A sense of humour can go
a long way, a passion for what you do and a little empathy
for the people you work with can all help establish
a rapport with your “customer” and build
|Place: this can either be a physical location, including working
in cyber-space, or more importantly the organisation
or company you want to work for. Sometimes you have
to take what you are given but don’t compromise
your principles too much. Do you believe in what the
company is doing; do you have a real passion for the
brands you are working with; do you buy into the company
culture; are you happy that the company has integrity?
In an ideal world you should be proud to tell people
where you work and what you do.
|Price: although money isn’t everything try living without
it! Even in today’s uncertain economic climate
of unemployment, wage freezes and even pay cuts you
shouldn’t be afraid to ask for what you are worth.
And if you are a professional member of the Chartered
Institute of Marketing you are worth more than your
colleagues. Our Croner Marketing Rewards Survey says
so – you can read
all about it here.
|Promotion: it’s good to have ambition but don’t let
it become an obsession or else you could end up miserable
and alone having trodden on too many people during your
climb to the top. With career success comes added pressure
and you have to be equipped to cope. This often means
you have to be a good people manager and business expert
as well so don’t forget to acquire the right management
skills to complement your marketing expertise.
|People: the people you work with can have a huge impact on whether
you enjoy your job or not – but like family you
don’t always get to choose. However, unlike relatives
if they really get on your nerves you can change them
for a new family. More important are the people you
know – friends, fellow students, lecturers, colleagues,
suppliers, customers, competitors, fellow members of
the Institute and other marketers can all come in handy
when developing your career. So network like crazy,
both online and offline! And make sure you attend one
of the GLR
Meet with Drinks networking events taking place
regularly at a pub near you.
|Process: essentially it’s good to have a plan, and maybe
a few contingencies as things don’t always pan
out the way you hope. These days your plan needs to
be flexible to exploit the opportunities being thrown
up by the digital gold-rush – it seems as if everyday
some fantastic innovation is going to change the way
we do marketing forever. You need to keep pace with
the latest thinking but don’t get so carried away
that Tweeting or blogging becomes more important than
good marketing otherwise you may box your career into
Evidence: this is what it
all comes down to at the end of the day. It’s
the nice house, flash car, expensive holidays and other
physical signs of a successful career that really count!
Or is it the latest blackberry, notebook and other electronic
gadgets that are a must-have to do your job that turn
you on? The answer lies within – whatever makes
you happy. My only advice is to strike the best work-life
balance for you and don’t get too carried away
by the desire for material things.
Finally I couldn’t
let the subject go without referring to one of the marketer’s
favourite concepts – the Boston Matrix, or in this
case the Preston Matrix. Picture a four-box grid with Ambition
running vertically from low to high and Job Satisfaction
running horizontally from high to low.
At the start of your career what everyone
is aiming for is that elusive top left “Star”
where high levels of ambition are being satisfied by doing
a job you absolutely love. Inevitably over a period of time
this may develop into a “Cash Cow” as you settle
into a less ambitious phase in your career but you are not
prepared to compromise on job satisfaction or salary. Perhaps
this is when your home life starts to become a bit more
important to you. Hopefully you won’t slump into the
low ambition/low job satisfaction bottom right quadrant
of the Matrix and end up in a “Dog” of a job.
Perhaps it’s time for a change!
fact because the face of marketing is changing so rapidly
there’s hope for everyone who wants’ to change
direction. Top right, in the “Question Mark”
area could be just the kick up the backside you need to
get your career moving again. For all the latest jobs go
to the Institute’s recruitment website at The
Anyway that’s enough waffle and marketing
gobbledegook from me. I hope you all have a fantastic year in
2010 and you get everything you wish for out of your career.
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Prize draw - win FREE career and CV help
One face-to-face career support session and 5 CV reviews worth
over £200 to be won
To kick start your career
this New Year take part in the prize draw. Six great prizes to
be won. Enter the Prize draw for CV and career
help from the Institute’s career advisory service, provided
by C2. Closing date 29 January 2010.
prize – one-to-one support
Win a face to face career
support session to be held at the C2 office in central London.
This subsidised service normally costs members £80. Each
session lasts up to an hour. The lucky winner simply books an
appointment at the C2 offices in central London with an experienced
careers consultant. Prior to meeting they’ll ask you to
fill out a career discussion form and email it with your CV to
make sure the meeting is geared to your needs.
Plus 5 runner up
CV review prizes
Normally subsidised at £28
for members, there are 5 free email advice sessions - which are
ideal for CV reviews - to win. Because no matter how many times
you have written and re-written your CV in the past, it is always
valuable to get an expert opinion to help you improve. Winners
can send in their CV by email for a review and constructive critique,
provided within 2 working days. With practical, easy to follow
feedback you’ll know what to do to improve on the impact
of your CV.
course even if you don’t win you can still benefit from
the Institute’s career advisory service, provided by C2
and subsidised for members of the Institute.
more information on these services, its best to check
them out online. Login to view the member only content,
which is where you’ll find the link to the Career and
Professional Development Centre.
C2 is part of The Careers Group, University of London
– a not for profit organisation that provides career services
to universities and colleges. For more information visit www.cim.co.uk/careercentre
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Dominique Didinal - top student for SMIP
Top student Dominique Didinal congratulated
by Sir Paul Judge, the Institute's President
Great news! Dominique Didinal, from West Dulwich
has won the top student award for the Strategic Marketing in Practice
module of the Institute’s Professional Postgraduate Diploma.
That means her approach beat 3,000 other marketing professionals
from around the world. The award was presented to her at the international
graduation ceremony in Symphony Hall, Birmingham in front of 1,400
students and guests.
Dominique, who works as
the Marketing Manager for St Pancras International, commented
“I’m delighted to win this award and am grateful to
my employer Network Rail and my manager for supporting me throughout
the process. The completion of this Diploma has enabled me to
operate with confidence at a senior strategic level and I’ve
already been able to put into practice the elements learnt in
the case study through the completion of a five-year marketing
strategy for St Pancras International.”
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| How I got here
Winner: Volunteer of
the Year 2009
Congratulations to Robert Harris, European
Marketing Manager, Steptoe & Johnson LLP
Nominated by Jo Orphanou,
Team Leader, North London branch
Runner Up: Volunteer of the Year 2009
Well done to Maria Cenalmor, Internal Communication
& Engagement Manager, Accenture
Nominated by Louise Elliott, Team Leader,
West London & Heathrow branch
Interview with Robert
Harris, Volunteer of the Year 2009
Robert Harris, who is
a London based marketing manager for an international law firm,
scooped the Greater London Region’s prestigious ‘Volunteer
of The Year Award 2009’. “Rob was judged winner for
2009 because of his outstanding contribution,” commented
Mocky Khan, Chair of the Greater London Region. He has been a
cornerstone of the North London volunteer team investing a considerable
amount of his time over the years to organise events for members
and drive initiatives forward.” Robert was nominated by
Jo Orphanou, who Robert describes as “a fine role model
for volunteering”. We interviewed Robert to find out more
about his volunteer role and route into marketing.
How did you get involved
with the Institute?
“I completed the Diploma
with The Chartered Institute of Marketing while at University
in 1995. But it wasn’t until a few years later that I decided
to volunteer. A friend of mine was just about to set up a juice
bar so I brought him along as a guest to one of The Institute’s
talks with Pret a Manger. We both thoroughly enjoyed the event.
When the organisers asked for more volunteers I decided it was
time to get involved.”
What kinds of things
have you done as a volunteer?
“I started off as treasurer,
later I chaired the branch for several years and I’m now
happy to work alongside our current team leader running events.
Years ago we handled all the event administration ourselves but
fortunately with new technologies we now have a centrally managed
online booking system and other event support so the role of volunteers
is more enjoyable – we plan our calendar of events, liaise
with forthcoming speakers and host the events. We’re lucky
that in this region we have such interesting and well qualified
marketers amongst our ranks and as a result we’ve managed
to set up presentations from one of Microsoft’s UK Directors
and senior marketing managers from Mars and Easyjet.”
And how did you get
your job as European Marketing Manager at a law firm?
“I couldn’t take
a direct route. Back in 1995 it was difficult to get a graduate
job at all. Instead I took several steps to reach my current position.
I started out in marketing for a small telecoms company. It wasn’t
my dream job but it gave me some valuable experience. Then the
recruitment agent that had got me that initial job mentioned their
own accountants were looking for marketing expertise. I got in
touch and got the job working for this small firm but this time
within the professional services sector. It proved to be a far
more suitable environment for me and I worked there for over three
years. Then I was able to take a step across to the legal sector.
Moving to top 20 UK law firm Denton Wilde Sapte, where I had a
bigger role in a far bigger organisation which accelerated my
knowledge and experience. I spent six happy years there. Looking
for greater responsibility but keen to stay in the legal sector,
my next move was to Steptoe & Johnson where I am now. We’re
a top 5 Washington DC headquartered law firm and an international
player. It’s great to work for a big firm with all the resources
and development opportunities that brings and where I can personally
make a difference by building our profile in Europe.”
What kind of marketing
work do you do?
for the marketing of the London and Brussels offices. That means
working on marketing and business planning for the organisation,
and for the specialist practices and partners within it. My role
covers PR, development of marketing materials, tenders, pitches,
website content, directory submissions, events and seminars. As
well as marketing our European offices externally, a key part
of my role is internal marketing to ensure those offices have
visibility amongst our lawyers in the US.”
What are you especially
“During my time here
the firm has performed well, which is especially pleasing given
the market conditions. I’ve had some good results in raising
our profile and I’ve managed to raise our visibility within
the two most important legal directories, gaining rankings in
15 important areas. Directories in the legal profession are a
key marketing tool. New clients usually enter discussions with
us as a result of a referral, often checking our credentials in
the directories. And a place in the directory has to be earned.
I work on our submissions. Then the directory organisations research
the market through interviews with ourselves, other firms and
then follow up client references. Their investigations result
in an assessment of our place in the legal sector, all published
in the directory.”
Why have you chosen
to work in the legal sector?
“This is a challenging
but really good environment to work in, and you get to work across
the full marketing mix, whilst being a surprisingly sociable place
help with your career?
“Yes definitely. For
me, it’s all about keeping up to date with new initiatives
and networking with other marketers. I work in a small marketing
department so my involvement means I’m constantly updating
my knowledge. Most recently we hosted a great talk about Twitter
– an area that many organisations, including legal firms
like my own, want to capitalise upon. But getting involved hasn’t
just helped me. When one of our committee of volunteers was looking
for a new job, I was able to make an introduction and they secured
a new role. Volunteering can work at so many levels.”
reaction to winning this award?
delighted. This is a great accolade. It’s gratifying to
gain recognition for the commitment I’ve made over a number
of years. I’m now planning the next event.”
the North London committee of volunteers
along to a networking event: Meet
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trouble with getting qualified
Polly Grant, MCIM, DipM
Marketing Manager, UK & Middle East Practices, Arup
story will inspire you to get there
did you get started in marketing?
I did a Sociology degree
at Bristol University and recognised early the link between behaviour
and the way people buy products and services. I saw marketing
as the commercial translation of sociology and used this as my
pitch to a number of organisations after graduating. It worked
and I landed a really fascinating opportunity with a marketing
consultancy. This was my route into a marketing career and I
have not looked back. I’ve only changed companies twice
since to broaden my industry experience and been promoted at Arup
where I now work.
When did you decide
to get qualified in marketing?
Right from the start, as
soon as I finished my degree, I decided to study for my Chartered
Institute of Marketing qualifications. I started with the Certificate
but I was determined to go right through to the Professional Postgraduate
Diploma. I see qualifications as a means of entry into better
jobs but the benefits are so much broader than that.
How long did it take
from start to finish?
It took me eight years. I
got the Certificate in my first year. I took breaks between each
qualification level. I also took a break before the Strategic
Marketing in Practice module – the SMIP case study. I have
always been alert to the fact that you need to get the balance
right between your determination to get qualified with the time
you have available. I needed to balance work, personal and study
commitments carefully and timed the SMIP to fit both. Ironically,
and despite planning ahead, when I finally decided to do the SMIP
it turned out to be one of the busiest ever times I have experienced
at work. Perhaps the lesson is that there is never a perfect time
– you just have to get on and do it.
Has it been easy?
I think the first thing you
need to do is recognise how tough it is. It takes a huge level
of commitment, dedication and sacrifice. You need to realise that
it gets tougher as you progress and the SMIP is the hardest thing
I’ve had to do – not as a task in itself but because
of the conditions, trying to complete it to a deadline whilst
working long hours and because it is in a different style, unlike
other modules. It was at this stage I faltered which is not like
me. I wondered, can I physically do this? I had to remind myself
that I could only do my best. That kept me going.
What payback do you
To know you have become qualified
gives you immense personal satisfaction. It’s a wonderful
feeling. Plus you open the door to new and better jobs. A recruitment
agency questioned my salary expectations on a previous job move,
they were flabbergasted by the increase I expected by changing
jobs. But I knew my market worth as a qualified marketer and I
was proven right. And I wouldn’t have been promoted to my
current job if I wasn’t qualified.
A word from
join my senior team you must be qualified and demonstrate
ongoing professional development. In return we will create
a rewarding career path that will showcase all of your talents.” Matthew Bythell, Head of Marketing UK-ME, Arup
What do you do at
Arup is a global firm of
consulting engineers, planners, designers and technical specialists.
I’m Marketing Manager for the UK and Middle East practices
as well as having been recently invited to join a small leadership
team. I support 3 Practice Executives. Because our products are
our people and their expertise, I feel I should be just as well
qualified as my internal customers. I also work on communicating
and embedding central marketing initiatives and local best practice
across the practices in my region. And I get to work on projects
which are not practice or market specific such as climate change
initiatives or city showcases of our cross-functional services.
Do you use what you
At some point your experience
and qualifications come together to the benefit of your career,
earlier on the benefits are less clear. As I studied for the Postgraduate
Diploma and worked in a management position the learning could
be applied in practice which has been hugely beneficial. I can
often see the difference between those that are qualified and
those that are not through their strategic and tactical approach.
I’m currently contributing to the development of a marketing plan template, which others in my firm can follow in their practices,
directly as a result of my studies. Marketing qualifications are
fast becoming a pre-requisite to the best roles.
Polly’s 10 tips for study success
- Remember why you are studying. Think about the marketing role you want to have in future
and the rewards that this will bring, personally and professionally.
Have belief in yourself that you will make it and keep
the end in sight.
- Write a revision plan
that includes time to live (and stick
to it). This should set out what you’ll cover on
the syllabus and when. Its also most important to have
a life plan for your own sanity so plan when you’ll
take a night off to see friends.
- Use available resources. Talk to colleagues at work and ask questions about their
marketing experiences. These will be different to your
own. Read publications like The
Marketer and the Institute’s Shape
the Agenda white papers. Make sure you look at past
exam papers, example answers and Examiner Reports in the Learning
Zone, and plan the time this takes into your revision
- Collaborate. Find a study buddy, swap phone numbers and emails. It’s
useful to have someone to turn to, especially prior to
the SMIP case study.
- Tell your company. Make it known at work and put the right arrangements in
place. Your colleagues will be more sympathetic if you
get a little stressed and your boss will understand if
you need to leave at 5pm to get to your course. You can
ask for your studies to be funded too.
- Build and brief a support
network. It doesn’t help if well
intentioned friends keep ringing you to go out and you
constantly have to say ‘no’. So tell friends
and family in advance about what you’re doing. Explain
why it’s important to you and the commitment it
takes. Say that you’ll call them. Sometimes it’s
down to luck whether your partner or family support you
but if you do have this back-up it can make a real difference.
- Take a holiday to study
if necessary. It is a pain to use holiday
to study but it takes the pressure off. It’s especially
good before the SMIP, you are so close to completing your
studies after all. Some companies offer paid study leave
if you ask.
- Take a break from study. Time out is really important to keep things in perspective.
Don’t try to complete everything at once. Take a
sanity break between modules or qualifications. And plan
to have some nights away from your books.
- Don’t be phased
by others approach. Everyone learns, studies
and tackles exams in a different way. For example, I used
to be unnerved in exams when others started writing straight
away. I always take at least 15 minutes at the start to
read the paper, collect my thoughts and plan my answers.
So keep your eyes on your own ball.
- Use the Student Support
Group. I know it sounds like a plug but
I would genuinely recommend the SSG.
Their Syllabus Day brings the whole syllabus in sight.
The teaching I’ve had at colleges varies and with
some courses its hard to judge where you are in the syllabus
and how it all comes together. This day helps you track
progress and puts across the content neatly so it’s
fresh in your mind. I used the Exam Prep workshops too.
You may know the syllabus inside out but if you’re
not skilled at exams you could fail. This helps especially
if it’s been a long time since you took exams.
See more information about studying
with the Institute.
New virtual learning
February 2010, The Institute will be offering a new virtual learning
option for the Professional Certificate in Marketing and the Professional
Diploma in Marketing. It gives marketers a new opportunity to
learn and achieve without having to attend classes. To find out
more, visit the CIM
chance! Professional Diploma and Postgraduate Diploma changes
Institute is launching a new Syllabus in July 2009 for their Professional
Diploma & Postgraduate Diploma (PGDip.) qualifications. Students
wishing to complete their current qualification only have one
more chance to finish in June 2010. Otherwise you’ll be
obliged to switch to alternative new syllabus subjects, and at
PGDip. level it could take students considerably longer to complete
the new course! The Student Support Group can help
– now four Exam Boards a year
have been based around December and June exam\assignment deadlines
to coincide with bi-annual exam boards. From this summer there
will be four Exam Boards a year – meaning you can submit
work in September, December, March or June - subject to specific
CIM college timetables. For further details please visit the Learning
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you know digital? You will
Come to ‘Women in Marketing: Digital’
on 3 March
Ade Onilude of Swarovski,
creator of ‘Women in Marketing’.
year it’s all about digital.
||1 billion views per day
||350 million users (8.12.09)
||125 million members (06.09)
||60.3 million unique visitors (12.09)
||45 million users in 150 industries
||34 million registered users & 7 billion monthly page
||12 million registered users (2009)
|UK Internet users:
||48 million, that’s 80% of the population (06.09)
media – big, growing and vital to the marketing mix
In recent research, Nielsen
Online found that Britons spent 11.1bn minutes on the top 75 social
media sites. Facebook accounts for the vast majority of time spent
on social networks – 75%. It’s fuelling growth in
the sector and has the largest audience. MySpace and Bebo are
not keeping pace with the growth in Facebook’s popularity.
Yet the site experiencing 1,959% audience growth in the last year
access – convergence and change is on the way
Mobile devices such as phones
are getting more powerful and cheaper. So expect to see growth
in the volume of people accessing the internet via mobile devices.
This will mean that website design will change. And so will search.
We’ve become used to searching for information with words
– but imagine what Google describe as “a sensor-rich
phone that's connected to the cloud, users can now search by voice
(using the microphone), by location (using GPS and the compass),
and by sight (using the camera). “ And the younger you are
the less likely you are to use email – do you need it when
msn, iPhones and Facebook let you keep in touch so easily? What
about the shift from technology being perceived as a male domain
to ‘feminisation’ of the web? Women spend more time
online than men. More women shop online. It’s happening.
Are marketers keeping
change on every front, from search to online sales the shortfall
in marketers with digital skills keeps hitting the press. Employers
expect their marketers at all levels to be digitally fluent. Because
the consumers and businesses that make up their customer-base
are increasingly fluent in the digital arena themselves.
in Marketing: Digital 2010
yourself in digital on 3 March 2010 from 6pm, pick up 3 hours
CPD and boost your digital know-how. Last year over 120 delegates
at Women in Marketing event were treated to an inspirational three
hours of top quality presentations from leading experts on branding.
This year organiser Ade Onliude of Swarovski has created another
fantastic line up of speakers to explore digital marketing. The
event will again be chaired by Sue Ash, Chief Executive of Ash
Communications and keynote speakers are:
Speake - Head of Sales and Marketing at Google talking about
the future of search (bottom left)
Cowdry - UK Marketing Director, O2 (bottom centre)
Savigar - Insight Director at The Future Laboratory on the
female web and Womenonomics (bottom right)
The event takes place in the heart of London's West
End at 76 Portland Place, a contemporary conference facility with
beautiful Georgian architecture.
We’re also delighted that JWT will be showcasing one of their newest developments, the JWTwitterclock. Nik Finan told us more. "There are 3billion tweets to date with an average of 900,000 per day, a lot of these mention the brands we build. We had an idea. Why not collate all the tweets that feature our brands every second of every day. We designed a JWTwitterclock. It shows how people are spending time with our brands. Powered by the twitter search engine…the JWTwitterclock takes the time from your computer…it then pulls in tweets that contain any brand we choose to search for….on every day, on every hour on every minute on every second… On each second the tweet featuring our selected brand is displayed on the clock face. Using the JWTwitterclock we can search for any brand any subject…The technology exists to tailor the JWTwitterclock to any region in the world. Proof that people really are spending time with our brands."
also be welcoming distinguished guests who include:
Menzies - Chief Operating Officer at bigmouthmedia (bottom
Berry - Director of womenintechnology.co.uk (bottom
Kean - Senior PR and Marketing Manager, Internet Advertising
Bureau (bottom right)
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Pitch London 2010: An unmissable day. An amazing prize. Are you up for
you got what it takes to pull off the pitch of your career? If
you're serious about your career in marketing then you seriously
need to be part of The
Pitch. Everything you’ve learnt about marketing will
be put to the test.
26 March. One day – two venues – an amazing prize.
Your team could win:
- The Chartered Institute of Marketing Shield for a year
- Membership of The Chartered Institute of Marketing for a year
- Free membership to The Roof Gardens private members club for
The day begins when you
and your 2 team-mates are briefed at the Roof Garden, Kensington.
Hosted by our sponsors Virgin Limited Edition, you’ll be
inspired to develop your solution at this prestigious venue with
its flamingo-filled gardens, award-winning Babylon restaurant
and private members club. You’ll have a few hours to work on
the brief - then you make your first pitch before moving across
London to the Square Mile for the Final at the BPP Business School.
Anyone in the Greater London Region studying for
The Chartered Institute of Marketing’s Professional Diploma
levels 6 and 7 and the new syllabus Professional Post-Graduate
Diploma can apply
to enter the competition.
If you think you have what it takes then make sure
you enter now as places are limited.
Good luck and
may the best brains win!
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your career a plane crash?
Nigel Wood ACIM,
works for a major UK Retailer and has a passion for coaching.
He has a degree and MBA from Cass Business School, and
is an Associate Chartered Management Accountant (ACMA)
as well as a qualified marketer. In the last 2 years,
Nigel has been actively involved with The Institute’s
mentoring scheme and this year he completed coaching qualifications
recognised by the European Coaching Institute (ECI). Nigel
is currently establishing his own consultancy, coaching
and training individuals in the SME sector.
concepts from Nigel Wood
“Reading a book
recently called ‘The Survivors Club’ by Ben Sherwood
(Penguin Books Ltd, 2009) really got me thinking. Should we consider
our careers in terms of plane crashes? Well, more about how to
survive a plane crash rather than using it as a description of
a career. A lot of the explanations and theories put forward as
to why some people survive disasters and others don’t resonated
with what I have seen over the years in career management. Take
a look at my brief summary of some of Ben Sherwood’s concepts
and take control of your career.
How would you react
in a disaster?
Until you have experienced
one, you really don’t know. What the analysis shows is that
most people react in one of three ways. 10% will be calm and able
to think and act rationally. Another 10% will panic and act irrationally.
The remaining 80% will simply freeze and let events take over.
Guess which group has the best chance of surviving? Yep –
the calm, considered 10%.
Take a few seconds to think about your career and
the careers of the people around you. How many can you say manage
their careers? In my experience most people react to what happens
around them and let events unfold. The ones who get the most satisfaction
from their jobs think about their careers in a planned, logical
way. Can you see where I am heading? The pattern seems to be very
similar to the 10%:80%:10% rule. Do I have any evidence or proof?
Nope. Does it fit the pattern for every person? Nope. Does it
pass the smell test based on what I have seen and experienced?
Consider your survival
The attributes Sherwood
identifies as improving the chances of survival can also provide
lessons for how we manage our careers. Just think about your purpose,
beliefs, ingenuity, resilience and adaptability.
Purpose – Assess your drive, passion and commitment
is your career aspiration – CEO of a FTSE 100 company
or a solid reliable job with great work life balance? There
are no right answers – it is about you. The analogy
that works best for me is about projects. Projects without
a clear deadline or defined objectives tend to deliver the
wrong thing at the wrong time. Your career is no different
– it is a project in its own right.
Beliefs - Use your underlying faith, motivation or beliefs
to shape career choices
Faith and hope is about
the motivation or belief that for some underpins their purpose.
Good examples include the voluntary sector, teaching and
the health sector. Personally I would push the analogy one
stage further and talk about principles. I did an exercise
recently to draw out the principles that underpinned my
team – and spookily they came out to be very similar
to my own principles. Well actually it shouldn’t have
been spooky - it is what I should have expected having recruited
and moulded the team. The principles became core to the
way we worked – deciding which projects to take on,
how to approach different situations. Bringing it back to
career management – what principles do you work towards?
Would you work for a company you consider “unethical”?
Having worked with graduates over a number of years it is
interesting how ethics is becoming increasing important
in their career decision making. Identifying and consciously
using your principles as part of your decision making process
is all part of career management.
Ingenuity - Harness your natural intelligence to think laterally
Over the years I have
worked with many people who have the natural intelligence
and ingenuity that makes them stand out. They were not all
high flyers – demonstrating that this isn’t
enough on its own to mark a career for the very top. To
achieve this you need to have self awareness of your strengths
– and then to use them. In some situations a manager
recognises the ingenuity and puts the individual in a role
where they will thrive. But there are many more examples
where it isn’t recognised and you end up with a square
peg in a round hole and everybody dissatisfied. This isn’t
a criticism of the manager – if they have a limited
understanding and experience of analysis they are never
going to be able to recognise a brilliant analyst –
unless the analyst is proactive in getting that recognition.
Once again we come back to the question 'are you in control or do you
wait for things to happen to you?'
Resilience - Assess the strength of your spirit to bounce
back and succeed
Resilience and tenacity
is not simply about putting the hours in – the hours
have to go into the right thing and in the right way. A
set back often offers a greater learning opportunity than
years of constant success. It is also easy to go for the
short cut - there are many people I have seen who are desperate
to make an immediate impact and make large scale changes
very quickly. The resulting chaos often takes months to
resolve. A series of incremental improvements that cumulatively
make a big difference over time may have a bigger impact.
To do this takes resilience and tenacity. Your career should
be treated in the same way. Is one failed interview going
to break your career? Only if you let it. Being able to
take the set backs, learn and try again is a route to success.
When you look back you will forget about the setbacks and
only see how far you have come.
Adaptability - Tailor your approach to the changing situation
Adaptability and flow
is another way of describing flexibility. For me this is
one of the most important attributes to look for in a person
and can be considered in two contexts. The first is that
business increasingly recognises generalists – people
with a broad commercial background who can adapt and thrive
in a range of environments. The second is the pace of change
– not only in terms of the adoption of for example
new technology but people. There is an expectation (whether
right or wrong) that individuals will move on after around
three years in a role. Over the last five years I have had
five different managers – with either me or them moving
on. For each change one needs to adapt as each individual
has a different outlook and approach. And this doesn’t
consider your stakeholders who move on as quickly. Your
career needs to be considered in this way. With constant
change there is only one person who can take responsibility
for your career – you. And your approach has to be
flexible and adaptable to exploit this. One of the ways
to achieve this is to be clear about your purpose –
which is where we came in a few minutes ago!
If you think that by
demonstrating one or all of these attributes you will survive
a disaster – or have a great career, think again! They increase
your chances of survival or progressing with your career –
they guarantee nothing. And where does lady luck fit in? There
is no doubt that in terms of disaster if your number’s up
then that’s it. From a career perspective the end result
isn’t quite as dramatic. The key message is to be lucky.
This is not a flippant throw away comment. If you look for the
positives, keep putting yourself forward and giving yourself opportunities
to stretch and learn, proactively networking and talking to people,
you will be staggered how much luck will come your way. But that
is a subject for another day!”
from Nigel Wood at info@Hayes-wood.co.uk www.hayes-wood.co.uk
the most of The Institute’s Career
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the Creative Communications interest group
event ‘Engagement through online TV’ 27 January
Did you know that your
membership of The Chartered institute of Marketing means you can
also join one of our many Marketing
We interviewed, Ade Onilude, Chair of the Creative
Communications group, CIMCOM, to find out more.
Who is this group
for creative professionals. Everyone that’s involved in
marketing communication. You might be in design, PR, advertising
or media. If you’re a creative type we can help you get
How can CIMCOM
help marketers with their careers?
“By bringing creative
professionals together CIMCOM forms the ultimate network for communicators
at all levels providing high profile master classes, workshops
and social networking events.”
someone was thinking about joining but wasn’t sure –
what would you suggest?
“Just come along
to our next event on the 27th January and see for yourself. It’s
called ‘Engagement through online TV’. We’ve
persuaded the CEO and MD from communications specialists, Iceni,
to share their insights as one of the UK's leading digital production
companies. Judging by the awards they’ve won it promises
to be really interesting.”
27 January presentation all about?
video is now everywhere. So this event is about sharing examples
of the latest innovations in video on the web and understanding
how it could improve your communications. We’ve got legal
experts, Lawrence Graham Solicitors on hand too, to answer any
legal questions. Of course it’s a good environment to meet
other marketers too.”
anything else in the pipeline?
working on hot e-news for the sector and we’ve teamed up
with Trajectory to help communications professionals keep pace
with what’s new in mobile marketing. We plan to host a Mobile
Marketing Forum event later in the spring.” Email Nicola and you will be invited to attend an evening hosted by The Chartered
Institute of Marketing to review initial findings from the Mobile
Marketing Forum and to hear about the key issues facing the future
of mobile marketing.
a member of CIMCOM
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for a job?
Find your dream marketing
job at…where else? … The
Marketer Jobs. It’s the recruitment website for The
Marketer, the magazine of The Chartered Institute of Marketing.
Have you had a look lately?
- Search for jobs by salary, specialist area and location.
- Register as a jobseeker for email alerts when jobs of interest
- Apply online when you see a plum job.
And if you’re
recruiting for marketing staff you can use the site to advertise
Don’t forget there
are other useful resources from The Institute to help you get
the job you deserve.
- Login as a member to get access to information about the
wide array of different marketing jobs out there. The Marketing
Workplace – Job
Descriptions Guide gives a flavour of many of the most popular
types of roles – in agencies and client-side.
- Find out about potential employers before your interview.
Check out the Company
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just under 1000 days to go to the start of the Paralympic Games
in London, ParalympicsGB are still looking for talented individuals
who could represent GB and make it to the podium in 2012.
If you or someone you know thinks they have what it takes
to be part of the British Paralympic team in 2012, get
social entrepreneurs be better marketers
Social entrepreneurs can
be a great force for good in communities - but often lack top-flight
marketing skills. Want to help them make maximum impact?
On 10th February 2010 Media Trust and UnLtd will
be running a free networking event - known as Speedmatching -
where marketing and media professionals can connect up with social
entrepreneurs and volunteer their expertise for good cause. How
much time you can donate is entirely up to you. The event will
run from 5.30-7.30pm in a central London location and drinks and
snacks will be provided. Just contact Daniel Sollé. if you would like to attend or would
like more information.
let prostate cancer hide – Hold a Do Blue Day
Prostate cancer is the
most common cancer in men. One man dies every hour in the UK.
So hold a Do Blue Day in March and raise awareness.
anyone one talks about prostate cancer. It’s hidden because
we can’t see it and many people don’t even know what
a prostate is or what it does. Prostate cancer awareness month
is all about changing that. The more we talk openly about prostate
cancer the more lives can be saved. Help bring prostate cancer
out into the open during prostate cancer awareness month, March
How you can help us fight the hidden cancer
By getting involved in March, you’ll be helping
us in so many ways. Prostate cancer awareness month helps to make
men and the general public as well as health professionals more
aware of the disease. It helps raise vital funds to provide much
needed support and information for men who have been diagnosed
as well as their families. It also allows us to campaign and lobby
the country’s key decision makers, because it’s high
time that the issue of prostate cancer was in the open, and no
So whatever you do, do blue
For prostate cancer awareness month this March,
we’re asking that whatever you do, do it blue! So if your
fundraising idea is for an event that last a day, turn it into
a Do Blue Day. Pick any day in March and encourage friends, colleagues
and family to wear something blue and donate some cash to The
Prostate Cancer Charity. How much blue you do is up to you –
from pulling on your blue denims to a parading a bright blue hair-do!
Have a dress down day, get sponsored and start people talking
about the hidden cancer.
Do something fun and different with the colour
blue. Just remember, whatever you do, Do Blue.
Real Man Cup 2010 – 13th March at Wembley Goals Soccer Centre
5-a-side football tournament is open to all men from 18 to 80!
Whether you are Wayne Rooney or his lesser known cousin you are
welcome to come and play for this coveted trophy at Wembley (Goals
Soccer Centre). There will be a prize for the winning team. There
will also be a plate tournament for the runners-up in the group
Last year 34 teams competed for the 2009 cup and
Ex-Crystal Palace star, Mark Bright, came along to watch the action,
he said: “It’s great to see so many men giving up
their Saturday for a kick about with a difference. The football
skills on display were excellent and the teams were all in great
spirits. The Real Man Cup is in a league of its own and has helped
make prostate cancer matter this awareness month. I’ve had
a brilliant day and feel like I’ve won the tournament myself.”
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