Post Event Report: Nov 17th, 2010: “Staying Relevant as a Communicator”

November 17, 2010…IABC-LA presented Susan San Martin’s “Staying Relevant as a Communicator.” This event was graciously hosted by Ernst & Young in downtown Los Angeles, and coordinated by our talented chapter member T.J. Stevko. “Who is hiring?” “What skills are in demand?” “How can a communicator showcase his or her special experience?” These questions and much more were addressed by San Martin, Principal, Plan B Communications, a results-driven executive search and consulting firm.

“It’s always dangerous for me to draft a presentation a few days early before the event.” said San Martin. San Martin shared with us her decision to scrap her well-prepared presentation in order to re-tool the entire thing…brainstorming on her dining room table with large sheets of rolled paper connecting boxes and brainstorming notes. And San Martin does get results. Feedback came in from 18 reliable lifelong communications contacts. This global outreach fostered an even more substantive cross-section of answers and suggestions from communications leaders all over the U.S. and the world…including India.

Is the hiring market improving for communicators?

• In absolute numbers, hiring is quiet in the U.S., yet we’re seeing a lot of hiring where business is growing in Asia and Latin America.
• There’s an increase in internal and employee communications communicators
• Re: social media expert hirings: Hire a 20-year employee. They know how to write and how to work through the system of a company.
• Bi-lingual and tri-lingual employees are in demand regarding social media with their ability to switch between cultural environments

What role does social media play in your communications strategies?
• Just knowing how to use FaceBook and LinkedIn does not define you as knowing social media.
• A really strong social media strategy pairs an employee 2-3 years out of school who knows how to connect with bloggers and dig out resources with a more traditional communicator of 20+ years who truly understands how to edit content.
• (One of our favorites!) Question: Do you have a social media strategy? Answer: Do you have a telephone strategy backing up your social media? (Nice!) Too many social media strategies rely on digital relationships without any personal touch.
• For communicators intimidated by social media…social media is a new tool, but not a new skill. Relax…you can do this because you already know how to communicate.
• Audiences do care about the written word, it’s just not accessed the same way.

What career missteps do you see?
• Communicators can be too choosy and too fearful. Get outside of your comfort level. If you’re a specialist, take on communications challenges so you become a generalist.
• Google, Ford, Intel all produce exceptional communications employees. Why? Because the employee does a stint in many different departments, becoming a business person first, a communicator second. Become a business person.
• Don’t forget how to write…grammar, SpellCheck. Print, emails, blogs all count.
• You must tie communications to business results.
• Don’t ramble in interviews. Practice sound bytes.
• STOP TMI!!!! Too much information on an interview or exchange.
• Not enough follow-through. Excitement on a social media project does not replace follow-through.

What smart moves are communicators making?
• Companies look for intangible qualities; sometimes the softer piece of information on a resume can make you stand out…rather than “blaring” it out loud.
• Go above and beyond. It’s about attitude…unexpected opportunities are your friend.
• Use a pay-it-forward mentality. Have a relationship-building focus.
• On an interview, do say “I’ve got initiative” as opposed to “I’m a fast learner”…be prepared to back it up.
• Research the company culture in your job search and understand it first, be honest with yourself if it’s the right culture for you, regardless of the company.
• It’s okay to make a resume 3-4 pages, as long as the information helps you to stand out.
• Look for successful communications organizations who reward good work and punish bad work consistently the same. They talk the talk and walk the walk.
• Develop relationships with subject matter experts.

Overall, Susan encouraged all communicators to get out of our comfort zones, and reassured those with 20 years experience that traditional skills still work in our rapidly changing landscape. Re-aligning relevant talent and skills is challenging…yet very rewarding.

Susan San Martin was a Vice President and Executive Recruiter with The Repovich-Reynolds Group where she conducted mid to senior-level communications and marketing searches. She has partnered with clients such as: SC Johnson, DaVita Inc., Dell Inc., Western Union, The Blackstone Group and many others. Over the last two years, she stepped out on her own to create Plan B Communications, using her 20+ years of diversified communications and marketing experience to become a highly-regarded executive search professional.

We welcomed Susan to join us for the “After Dark” portion of the evening at “The Library Bar” to learn more about Susan’s passion for talent acquisition and her love of cooking!

Thanks to T.J., Ernst & Young and Susan San Martin for a very powerful evening of professional development.

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