communications

Post-crisis communications. How will the labor market change after isolation

The areas of digital, event and PR were not included in the state list of the affected business, but it included many clients of these companies. Since mid-March, the industry has been in crisis.
According to a Mediacube study, 46% of brands reduced advertising budgets. Maria Mordvinova, Academic Supervisor of the Advertising and Public Relations Educational Program at the Higher School of Economics, explains how to stay in demand as a specialist in this situation.

Get ready for high competition in Post-crisis communications

According to a report by the ILO (International Labor Organization), approximately every sixth employee under the age of 29 in the world was left without work due to a pandemic and crisis. A disappointing situation is also observed in Russia.

After the end of the self-isolation regime, competition among applicants will be high in all areas, including communications. Despite all this, serious damage to the industry is not expected. Jobs in large companies and agencies with a serious client base will not go anywhere. A colossal wage gap will not happen unless premiums and allowances disappear for a while.

Although the budgets for the next fiscal year will be revised, communications will remain an important component for the activities of any company, as well as an effective way to “survive” in a highly competitive market. What will be the communication component is the business of each individual company.

Nevertheless, in these conditions, novice specialists should not sell themselves expensively. The “state” road can be built using unpaid internships, but you need to choose a place very carefully. Competitors with experience who are forced to find themselves in the labor market can compete with current graduates not only due to their low demand for payment. Those who have received a high-quality practical education in their field at times possess broader and deeper skills than their experienced colleagues. For example, in-depth knowledge in the field of Big Data and Digital will be an advantage – this already makes the candidate a good specialist.

In addition, it is important to understand that budgets have decreased even though – requests for communication results have not only remained, but may have even increased. Accordingly, it is important for a specialist to be able to work in conditions of limited funding with minimal efficiency. Everything that you do should be even more interesting and even more creative. In the communications market, this is, in principle, one of the most important skills – everyone wants to “cool and cheap.”

Become a chameleon

In a crisis and pandemic, companies that can quickly adapt to change management to survive. The same applies to communication workers. Flexibility and the ability to adjust will be one of the most sought after skills. Here you can draw an analogy with a chameleon.

For example, a person who has worked as an event manager should not be “lost” when all activities have been canceled. You need to quickly get involved in the work and restructure your activities in the online sphere or any related industry. The lists of tasks are changing, and if you don’t know how to do something, then you run the risk of being left behind.

The communications industry is very interconnected. Earlier, a clear separation was made – here is advertising, here is marketing, and here is PR. Today, the boundaries between communication practices are blurring. Understanding the various communication practices and the ability to integrate them make the work better and more efficient.

Another feature of the sphere is its rapid development. For example, your cool cases on working with large Instagram bloggers may no longer be of interest to anyone, because now it is fashionable to work with micro-influencers. What you effectively managed yesterday may already stop working tomorrow. Therefore, the employer is important not only the portfolio but also the ability to constantly, literally continuously updating.

Research is the future.

At first glance, communication involves humanitarian disciplines. But in the modern world, it is becoming more and more exact science. Therefore, the key knowledge that it is important to possess in order to be a specialist in demand is an understanding of the research part. The skills of working with various analysis programs are already catching up with her. 

Of course, directly the activities of a specialist may not have a research component. Nevertheless, a deep understanding of how to work with data in communications will certainly come in handy and become a competitive advantage. For example, graduates of the “Research in Communications” specialization in the labor market will have a salary of 20-30% higher than their colleagues. 

Despite all the difficulties that the labor market is currently experiencing, both young “newcomers” and specialists with work experience will be able to find their place. The communications sector allows you to adapt to the changes that are taking place, so its employees are some of them who have successfully moved from offline to online. The load and scope of work only increased with the crisis. And, therefore, there will always be a place for those who know how to be flexible and able to work in related professions.

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