Tag: Millennials

Looking for a job in Melbourne? Here’s what I learned

If I had a dollar for every time a young professional asked me about the job scenario in Melbourne…

Despite the large number of international students in Australia, there is a significant lack of information about the employment market. In fact, almost everyone that I’ve met on my post grad journey in Melbourne did not know what to expect after graduation. How long will the post-study visa last? Are there companies hiring people on this visa? Since career portals like Seek and Indeed are full of jobs seeking candidates with Australian citizenship or permanent residency, these questions quietly haunt the minds of international students.

When I applied to the University of Melbourne, all I researched on was the reputation of the institute and the availability of my course. I hadn’t spoken to any professional in the marketing industry who had graduated from UniMelb (or any other university) who would give me an insight on how the job market was doing, especially for international students. My focus had been on getting my master’s degree ticked off my list but now that I was studying in Melbourne, I had to start thinking about the possibility of gaining work experience in Melbourne. In the duration of my two-year course, I reached out to a few alumni through LinkedIn – but received no substantial response. On the other hand, I did find LinkedIn useful in getting one internship in New Delhi and one in Melbourne.

Getting a job as an international student in Melbourne

There’s an obvious gap between international students, alumni, and especially those who get work here Down Under. So, I thought I’d share my story – hopefully giving you an idea of how to navigate your way through the job market in Melbourne. But before I get to what I learned while looking for a job here, I should emphasize on how you, as an international student, must reach out and grab opportunities in your university. It could be a club, a journal, a volunteer position – everything you do in uni counts.

Every university has its own career portal and resources that aren’t necessarily highlighted – you need to be looking for these. If you’re passionate about a subject or topic, this is the time to connect with like-minded people including peers and professors. And since we’re talking about connecting with people, I may as well add how important it is for every university student to have a LinkedIn profile. Keep your online CV updated, be part of discussions and explore industry trends. LinkedIn is not only a great way to stay connected with people you meet at university, but also a fabulous way to build your personal brand.

For international students looking for a job, I found this article by Jack Gaffney extremely helpful. Current University of Melbourne students can also take a look at my top 15 tips here. Click on the ‘resources’ section here and dive into a world of websites that will help you get started.

 

Getting a job in Melbourne after graduation

It’s no surprise that the number of international students in Australian universities is on the rise. Needless to say, there is an explosion in the number of graduate visas.

After I got my Temporary Graduate visa 485, I officially began my search for a job. After three months of searching, I finally got a marketing position in an amazing company. Here’s what I learned:

  1. Networking, networking, networking

There’s a reason why this is the number one on my list. A great way to start networking is by getting involved during your good ol’ uni days. While university projects connect you to peers, internships and part-time jobs give you a chance to get to know your potential future employers better. At the end of the day, connections made through these routes make for much-needed quality references to give your future employer. Additionally, check out these tips on how you can prepare yourself while looking for work in Melbourne.

Photo by brittany gaiser on Unsplash



  1. How your résumé looks matters

Every country has a different idea of what a CV should look like. I’ve literally edited my résumé a bajillion times since my time in Melbourne. After adapting it to a friend’s CV, I went on to get tips from specific seminars held to guide students on how to optimize and design CVs better. Your CV is how you make your first impression, so make sure it’s a good one. Starting with stating your career purpose, recent employment history – make sure you highlight your achievements at uni or at an internship.

  1. Meet as many recruiters as possible

There are several recruitment companies in Melbourne that you should connect with. You can either try connecting with recruiters on LinkedIn, or directly apply to a job they’re seeking candidates for on their respective websites. Meeting them in person is a step closer to differentiating yourself from heaps of resumes they receive every day. Not just that, but recruiters also provide helpful tips on how you can make your CV better. A total win-win situation. Don’t forget to dress for success.

  1. You got your first interview – now what?

One of the many amazing recruiters I met told me to take examples of my work to my interview with a potential employer. Isn’t it just a fantastic way to wow people with what you’ve been up to? A great way to showcase your passion, print out your best work and be equipped with examples when you’re being interviewed. Another great pointer is to ask your interviewers relevant questions towards the end of the interview. Not only does this help you get more information about the role you’re applying to, it’s a great way to show your enthusiasm as a candidate. Moreover, be honest about your work experience during the interview.

  1. Don’t rush

I cannot emphasize on how much your communication and professional skills matter. Coming from another country, note that people here in Australia deals with things differently. For instance, the time it takes to get a response on an email or getting a call from a job you applied to – while some people might ask you to get in touch in a few days, others can take months – make sure you don’t come across as pushy. Nobody likes that.

Your uni days are the perfect time to start building your personal brand. Although it takes a considerable amount of time for your brand to gain traction, it will definitely be worth it by the time you’re looking for a job.

 

Three-way conversation: Brands, consumers, and potential consumers

It was 2009 when I came across CNN iReport asking people to ‘tell their stories and discuss the issues that are important to them’. This was the first time I was introduced to the concept of a brand prompting its users to create content for them. Whether the brand would use the content and how they would use it, however, was completely up to them. But, there I was, ready to share my perspective in form of pictures and stories.

From a one-way conversation to a two-way conversation

We’ve come a long way from a non-interactive one-way communication approach adopted by brands to connect with their audiences. It’s been a heavy shift to make – from brands dictating trends through traditional platforms like press releases and print advertisements – all the way to brands encouraging customers to create content that they can leverage for their own brand authenticity.

This significant shift from brands creating an unattainable ‘aspirational imagery’ to be more approachable has everything to do with how important it is to have substantial customer conversations today. Better yet, brands need a purpose and a consumer-focused strategy to fix an identified issue – whatever that may be. How is this being achieved? With the help of User-Generated Content. Once brands started moving towards a two-way communication strategy with their customers, the quality of customer lifecycle and loyalty to the brand has been given way more emphasis.

It’s all about consumer behaviour. Brands don’t spend thousands of dollars or even millions just to get that one transaction. Today, brands focus on the customer’s post-purchase journey.

Three-way conversation between brands, consumers, and potential consumers

Having spent the last few years monitoring the world of marketing, a three-way conversation is on the rise. Its been proven that two-way conversations are a fantastic way to engage with customers since it results in ‘highly personable and almost natural interactions’ with the brand. Now, brands are beginning to use this conversational approach integrated with UGC to further attract potential customers.

A brand that instantly comes to mind is Rihanna’s Fenty that launched a couple months after Kim Kardashian brands made headlines in 2017. Note that Fenty Beauty is currently on all social media giants: Twitter, Facebook, Instagram and YouTube.

 

 

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Simply put, Fenty Beauty’s use of UGC projects authenticity and has led a to higher engagement rate when compared to its tough competitors. Not only is its content strategy on point with a clear message that resonates with a lot of people – a cosmetic line for ‘any culture, any skin tone, any race, any religion, anybody can wear it’ – its strategic use of UGC (with a super glam exclusive hashtag #rihgram) gives new life to the brand’s overarching message. No wonder, Rihanna’s Fenty Beauty has earned even more attention on social media than giants like Kylie Cosmetics and Kim Kardashian’s KKW Beauty. Leveraging fan-made content – essentially word-of-mouth in this day and age – and strategically customizing it with the knowledge of content strategy, brands can reach their full potential to not only establish loyalty in customers, but also reach new customers.

It takes customers a few minutes to give feedback on products they use, and brands are recognizing this. Chief marketing officer at Foreo, a company that makes beauty devices adds that “brands now build a following based on reviews and comments”. In fact, recent research reveals that customers who engage with UGC are more than twice as likely to make a purchase than their peers.

It’s not just cosmetic brands, a major reason for the fast expansion of K-pop’s fandom is because of how Korean agencies have repurposed fan-made content like compilation videos, vlogs, fancams and reactions to create a sense of anticipation, competition and needless to say, engagement among its fans. Today, how brands want customers to engage with them is changing. Brands of all sizes are experimenting with the way they want to create and use three-way conversations by integrating it with their marketing campaigns – all to reach their potential stakeholders.

The evolution of digital content in 2016 and opportunities in 2017

I recently stumbled upon an article by Bala Srinivasa and Darshit Vora called ‘The Future Of Digital Content And Media Disruption In India’. Inspired by it, here is my take on how content is changing under the influence of digital transformation.

I vividly remember when a friend of mine asked me if I had a smartphone. This was back at the beginning of undergrad years when I used to think – just how smart can a smartphone be from my usual phone? Millennials, do you remember the time you used phones just to make and receive phone calls? I do. Cut to today, there are 220 million smartphone users in the country.

Video consumption – what’s the hype?

As of 2015, there were more than 110 million video viewers in India and this was primarily possible due to the introduction of inexpensive smartphones and faster Internet (Future of Digital Content Consumption in India, EY report). 2016 saw tremendous increase in individual consumption of digital content spreading across several formats. For instance, at my first semester in Melbourne, I discovered ‘#LoveBytes’, easy to consume because of its length (around 10 minutes/episode) and availability (YouTube). The series essentially deals with the issues an Indian couple faces while in a live-in relationship. Modern-day concepts, choices and struggles have become the subject of these web series. On further research, I found that #LoveBytes was in fact India’s first-ever show exclusively for the digital platform. In the past 2-3 years, similar advancements have been made to create short-form content for news (like the inshorts app), gaming (Rummy) and education (classteacher).

With aggressive marketing, there is undeniable competition and it’s getting harder for companies to maintain their brand recall. This is especially prominent in a world where people are exposed to several hundreds of brands each day. As Richard Edelman, CEO at one of the best public relations firms in the world, mentions in his blog ‘The Way Ahead: 2017’, ‘native advertising will have to change to survive’ by creating unforgettable video and graphic experiences for audiences.

Digital content is meant to be short, quick to consume and omnipresent. With the increasing number of smartphone users, social media platforms are introducing features that enable users to share more digitally. In the words of Bala Srinivasa and Darshit Vora, “Content – especially video is a key focus area for social platforms.” Facebook with its live video option, Twitter and Instagram with short ad videos, and of course Snapchat, with its perishable short video-sharing feature. More platforms that give users the space to share live video streaming are joining the current scenario like Periscope and the most recent introduction of 360-degree live videos on Twitter. Even traditional Indian media is experimenting with the online medium and successfully building audiences. Earlier this month, a study revealed that Times of India had the most viewed videos on Facebook, with over 112 million views in just a month.

Digital content and brand building

This is my personal favourite. Over the past couple of years, experts in their respective fields have been using digital platforms to publish their own video content. I’m talking about the likes of Vani Kola (MD, Kalaari Capital) and Shradha Sharma (Founder, YourStory) who take on professional spaces like LinkedIn to express their views through blogs, and now even videos.

Producing organic video content and publishing it on a relevant platform is helping these influencers build themselves into a brand.

There are possible opportunities in this space this year where I find that increasing number of C-suite level executives, CEOs, founders are recognising the significance of personal branding. 2017 will see a rise in the number of people sharing perspective, predicting future industry shifts and more. In addition, 2017 is going to be the year of three-way conversations, where thought leaders will share their expertise with their audiences, who, in turn, will create and share their own organic content–becoming an integral part of the conversation. This nature of conversation promotes a healthier, more transparent dialogue among corporations, brands, and their most important stakeholders – consumers.

Looking at Internet penetration as a whole, a recent Assocham – Deloitte study revealed that Internet connectivity has yet to reach Tier II and III cities and touch the lives of a staggering 950 million Indians. When this does happen, the country will witness a revolutionary wave of growth. In September, Reliance Jio launched services, including unlimited voice calls, SMS and high-speed data in 2,00,000 villages across India, further strengthening digitisation in India. Further on, the demonetisation has acted as a catalyst in helping people make the shift to digital payments.

While digital content consumption is on the rise like never before, opportunities for 2017 remain exciting and prominent. With several advancements in the digital space, it’s an inspiring time for us digital enthusiasts.

 

Previously published on YourStory.

 

Digital Dilemmas of the New Consumer Generation

Welcome to the world of Generation Z. Don’t get confused, this generation are the children of Generation X (population usually between mid-1960s and early 1980s, some may refer them as the Friends generation) but who also may have Millennials parents aka Generation Y.

Self-proclaimed ‘digital natives’, Gen Z is the first generation to be born into the internet technology and the world of smartphones. The new consumer generation is made up of pre-teens and teens who seem to take in information just as instantaneously as they lose interest in them. Famously referred to as ‘millennials on steroids’ by worldwide director at J. Walter Thompson, Lucie Greene, this generation is shaping up to be a mysterious puzzle that market researchers want to discover more about ASAP.

Trend forecasters are studying heaps of data on this new consumer generation, their hesitation and choices that make up their digital lives. The following pointers dab into areas of their dilemmas and the digital direction they’re headed to.

Why share my life with everyone I know?

Being a millennial myself, I remember when Facebook came into our lives. I was still in school and hesitantly signed up to this odd website that was prompting me to send friend invites to my friends IRL. We excitedly jumped right into the deep side of the pool of networking platforms and admittedly so, may have even overshared our personal lives online. Gen Z is not only wise enough to pick on this, they are cautious and take their privacy seriously. No, they’re not abandoning social media, they’ve just decided to lead distinct digital lives. This means they’re not interested in using Facebook and Twitter, they’re more interested in applications like Instagram and SnapChat where they can share media with a close group of friends and maintain a rather strong personal brand.

Why read when I can watch?

Gen Z is not interested in reading an article, as a matter of fact, they may even skip listicles. Living amidst screens their whole lives, it’s no secret that this generation has a small attention span and feeds off video content. To add to this, they even prefer expressing themselves visually, for instance via emojis, snapchatting pictures and short-lived videos.

Gen Z > Gen Y?

Teens today have more opportunities than us millennials. There are websites and mobile apps that are helping them monetize their skills and find them freelance work. There is a surge in the production of fresh content (podcasts, videos, articles) by Gen Z and promoting it online. A prominent example is how a wave of teen beauty bloggers on YouTube have turned their content into businesses and are being approached by big brands for endorsement. Some even say Gen Z is the most entrepreneurial generation yet.

Innovation is closely integrated with our lives today. Technology used to take upto a decade to upgrade and Gen X, Y and Z have to adapt to new technologies every 1-2 years. This significant change is reflected in human attitudes and is a contributing factor making generations shorter. Regardless, we will always need to find a way to push through digital dilemmas and make sure we come out wiser.

Originally published on ShethePeople.Tv