Tips on how to get a job in PR/communications during a pandemic
Finding a job in the communications industry can be difficult at the best of times, never mind during the midst of a global pandemic.
Covid-19 has had an enormous impact on the economy, with 730,000 jobs lost since lockdown began. Recent statistics from the ONS have shown that young people are bearing the brunt of this, with the biggest rise in unemployment among 16-24 year olds (up 76,000 in comparison to 2019).
According to the Resolution Foundation, one third of 18-24 year old employees have lost jobs or been furloughed, compared to one in six 25-49 year olds. This is a huge problem for recent graduates, as it means that there are more young people applying for a smaller number of entry level positions. It also means that young professionals with a few years of experience are now applying to entry-level positions for which they are overqualified, making it even harder for graduates to find suitable employment.
The PR/Communications industry has been particularly hard hit by Covid-19, as many companies stopped or reduced investment in PR during lockdown out of fear and uncertainty. However, during such a tumultuous and rapidly changing environment, clear communication has never been more vital.
Having recently been employed as a Junior Consultant at Five in a Boat, I have been incredibly lucky to find a job. Although I am by no means an expert, I wanted to share my own tips and useful pieces of advice, in the hope that I might be able to help anyone that’s in the same position that I was a few months ago – unemployed, back in my childhood home, teetering on the verge of my overdraft. I promise you’ll get there eventually.
1. Understand how COVID-19 has shaped the industry
The Coronavirus pandemic has reshaped the way that brands present themselves - those that have demonstrated a genuine commitment to helping others have seen success. For example, Heinz promised 12 million breakfasts to school children at risk of going without their usual free school meal back in March, while Pret A Manger gave NHS workers free hot drinks and 50% off food bills at the start of lockdown. This saw a positive reaction, whereas Tim Martin, owner of Wetherspoons, brought bad press to the pub chain as he told staff and suppliers that they would be paid late, while brandishing lockdown measures as ‘over the top’.
The Black Lives Matter movement massively compounded this move towards valuing sincere, compassionate action, over simply making empty claims to support a movement. For example, Lego saw a favourable reaction to its announcement that it would pull marketing surrounding police-related toys following the tragic death of George Floyd. By contrast, L’Oréal saw huge backlash over its statement of support for BLM after dropping the black, transgender model Munroe Bergdorf for speaking out against white supremacy back in 2017. Actions are now speaking louder than words.
In light of this shift, I would highly recommend reading up on campaigns that have impressed you over recent months to discuss at interview. Try searching the Drum, Famous Campaigns and PR Week to start off with. I would also advise doing some research around general trends and current stories relating to the industries that the agency you’re applying to specialises in, as well as researching its clients, with a view to discussing the ones you find most interesting at interview.
2. Think about the sector you’re interested in
Some industries have been hit harder by Covid-19 than others, and this is affecting both in-house and agency PR opportunities. For example, travel, hospitality, and retail and leisure have not done well. Whereas, there is an increasing demand for PR services specialising in technology, health, e-commerce, and of course, crisis communications. Sometimes it is about adopting a different approach and challenging yourself rather than purely going after your dream client.
3. Stay on the ball
Unfortunately, fewer positions and more applicants means that some job postings are receiving well into the hundreds of applications. Although businesses will never say that jobs are awarded on a ‘first come first serve’ basis, many vacancies are being closed early due to the overwhelming number of applicants. Having a generic CV and cover letter ready to go, so that you can easily tweak the phrasing according to your research on the company you’re applying to will stand you in good stead for being at the front of the line.
Then, when you find a position that you like, you can quickly fire off your application. The sooner you send it, the higher the chance that yours will be taken into consideration – don’t wait around until deadline day.
4. Be proactive - send your CV to companies you want to work for
Send off your CV to companies that aren’t actively hiring. It shows ambition and proactivity and, if they like what they see, there’s every chance you’ll receive a positive response. A point to stress here is the emphasis on sending CVs to companies, plural – the more you send out the more likely you are to hear back.
5. Useful sites to check
Thankfully there are an abundance of sites to check for jobs. I managed to find my job through LinkedIn, but I was also searching on Guardian Jobs, W4MP and Indeed. Friends who’ve secured jobs during the pandemic have had success on Inspiring Interns (don’t let the video CV submission put you off), and Otta, a Tinder-esque start-up jobs platform featuring some of the most successful tech brands of 2020. This list is by no means exhaustive – get searching.
Good luck!
Authored by Hannah Bullock, Junior Consultant, Five in a Boat