So, how do you land a job in 'Digital'?
Are you tech savvy and in-the-know?
Arguably all media is turning Digital, so this is a massive growth area for young professionals looking to make their start. Not only should you have a passion for producing engaging content, your strengths will also lie in social media and developing ideas to maximize revenue potential through various platforms – especially mobile.
While you should always remember media is one of the most fluid industries you can join and it is not uncommon to gain experience in one area before switching to another, this is the general career ladder for a person interested in Digital.
- Editorial Assistant
- Digital Media Executive
- Digital Media Manager
- Director Of Digital Content
Someone who knows this world better than most is Leni Andronicos, Branded Content Director at The Urban List.
How did you start out in the media industry?
In my first two years of university study in Brisbane, I did a tonne of internships with online publishers and magazines – I always knew I wanted to work in publishing, I was seriously obsessed.
I managed to score my dream first job with Bauer Media in Sydney as a Digital Content Producer across their magazines after directly reaching out to the hiring manager (these days, the best way to get noticed is to reach out directly via LinkedIn - you can easily get missed in an inbox full of CVs!)
Over the next three years, I worked across brands like Harper’s BAZAAR, GRAZIA and DOLLY Magazine before landing my next dream job as Online Editor for MTV, and was given the chance to develop a new content strategy for the company. It was the first time MTV saw their digital products to be just as powerful as their broadcast brand – it was such an exciting time and a huge turning point in my career.
After a little over two years with MTV, I took up the opportunity to help another traditional broadcast company (radio this time) build out its digital business and joined Southern Cross Austereo as National Digital Content Director (yes, Hamish & Andy are just as cool IRL).
In my five years working in content roles, I developed a passion for branded content. The idea of finding a way to tell a brand’s story in a way that made an audience genuinely want to engage, was such an exciting challenge – and it’s safe to say I was hooked. So, in 2016, I took a detour from publishing and was recruited by a traditional advertising agency who were on the hunt for a content specialist to help them develop a new in-house department. More on the next part shortly…
What detours did you take to get to where you are now?
Deferring my university degree in my second year to move to Sydney for Bauer Media was a huge risk, but I learned early on in my career that experience is key. I’ve never asked a candidate about their education – it’s all about experience. I’ve also chosen to employ people straight out of university who were up against people ten years older with a double degree.
The next, and probably most important, detour was after seven months working in advertising land. While it was an incredibly rewarding and educational experience (those seven months were more like five years!), I knew my heart was still in publishing. So, after meeting the CEO, founder and seriously #girlboss leader behind The Urban List, Susannah George, I joined the company as Branded Content Director.
Now I get to spend my days executing content marketing campaigns for brands like American Express, QANTAS and Coca Cola, all while drinking margaritas at my desk. (OK, only sometimes.)
Give us your best insight into this ever-changing industry.
For so many years, online publishers have considered themselves in the media business. I’d challenge that and ask – your most valuable asset is your audience, so doesn’t that make you a data business?
Over the next twelve to eighteen months, I think we’ll see a big shift from online media in the way they approach content, audiences and their business models.
What advice can you give to young people keen to start in media?
Knowledge is power in this industry. Surround yourself with smart people and continually up skill. Join networking groups, intern, attend conferences, and reach out to people you admire in the industry – you’d be surprised how open people are to a coffee (or margarita…) and what it can lead to.
What’s next for you?
It’s such an exciting growth period for The Urban List, so I’m gearing up for a huge eighteen months ahead. Our audience (and team!) has almost doubled this year and we’re starting to tick off some huge goals and incredible work for brands on our Top 100 hit list. Seriously, pinch me?
But because everyone needs a good side hustle, I’m so excited to be working with HER Global Network and launching the program in Australia later this year. An invite-only group for like-minded girl bosses where they can inspire and empower each other in advancing their careers, we’ve got a presence in thirteen cities around the world (including New York, Paris, Stockholm and Berlin). Ladies, stay tuned.