The older I get, the more I care about the young folks’ career development. This may stem from having teenage children; I worry about their preparation for Life, Careers, Happiness. Thus I happily offer college students and new graduates some hard-won (and so-called) wisdom, whenever they ask.
Here’s what a lot of today’s college graduates don’t understand: I am not alone. I am not the only company executive/business owner who’s eager to lend a hand, an ear, or an opinion. Yet, it’s pretty rare for a college graduate considering a PR career to reach out to me for some counsel, or just to grab a coffee.
Yes, sure, it might be intimidating for a twenty-something kid to ask a stranger for a favor – especially a stranger who could help (or hurt) their budding career. But, as Gary Vaynerchuck suggested via my last post – “It’s 2008. There’s just no reason to not do something you love.”
How can you know whether you’ll enjoy a career, until you’ve asked some folks who have been there, done that?
Of course, there are some ground rules. Most senior execs (myself included) are quite busy. Not all will respond or appreciate the outreach. The biggest danger is the volume of one-off requests. Meeting with one, two, even ten would-be careerists would be easy to do over the course of several months – but getting 100 or more such requests would kill the execs’ enthusiasm.
So, if you’re looking for an Informational Interview, here are some suggestions:
Use LinkedIn. Hook yourself into the networks that are hooked into the networks of the executives you want to meet. For example, I am more inclined to meet with the “friend of a friend” than someone I don’t know at all. Not a requirement, but a good suggestion. Use LinkedIn (or your professor) to get a known 3rd party to vouch for you.
Bundle. Think about it from the executive’s perspective: “You want to meet me? Cool. Do you know 3 or more fellow students who might want to tag along for the same reasons? Better. By meeting a handful of folks, I’ll multiply my do-gooder feelings for the day.” (Having said that, the student organizer of this event does score more points than the other attendees, because the organizer has shown initiative.)
Recognize time constraints. Ask the senior exec for 15 minutes of coffee time, versus 1–hour of grilling. Keep it loose. If 15 minutes turn into 30 or more minutes, it’s all good.
Do your homework. Your questions (both in your initial outreach and follow-on meeting) should be specific to the individual – which implies you know something about their career, industry, and company. Remember that everyone wears an invisible sign ‘round their necks that read, “Make me feel important.”
Proof it before you send your request. No busy exec wants to meet with a freshly-minted graduate who can’t write or take the time to at least proofread their request. Typos and grammatical errors are death. And p.s., dress “business casual.”
Come to listen, not to show. You can bring your portfolio, but only pull it out if asked. Your incisive questions will say more about you than your college writing assignments.
Follow-up effectively. A thank-you note is a must, just like Mom told you after every birthday party. But there are two types of thank-you notes. There are the simplistic “thanks for your time and great advice!” note, and then there’s the note that your newfound advisor is eager to pass along to H.R. and other hiring managers.
The latter note includes genuinely insightful conclusions drawn from the meeting; some unobtrusively-placed links to your work online that show off your savvy; and, polite questions re: any potential next steps, if it seems there might be a fit in their company, or if the senior exec hinted that they might be willing to pass you on to an industry contact.
Think of this as the beginning of a “lightweight” relationship. Watch that senior execs’ career from afar and note the big changes. Follow-up periodically (2X per year) with a gracious note, update or question.
The hardest part: knowing your place. Just because the senior exec met with you, doesn’t automatically make them your new rabbi. They have no further obligation, and won’t appreciate being pestered after the meeting. As much as you appreciated their time constraints in your original outreach, you should be doubly patient in follow-up.
Eagerness. Initiative. Motivation. These are the traits you’ll most often hear successful executives ask for in prospective hires. Asking for (and getting) that Informational Interview shows initiative, and showcases your passion. Why wouldn’t you want to start off your career that way?
UPDATE: For current PR pros, this overall approach is equally relevant for building relationships with the media. But, you knew that.
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Todd — Perfect timing! Many of my students are in their final semesters, and they are seeking informational interviews. These tips will be quite helpful for them. Thanks!
Barbara
Great post, Todd, and I completely agree. I held a lot of informational interviews while in college and after graduation when seeking employment.
In fact, my first-ever PR job out of college was the result of an informational interview with the manager of the PR department at a PR/ad firm I’d been eying since junior year. We hit it off, she made a case for hiring me on to upper management, and the rest is history! It really works, and not only that, it’s important to meet with the people whose jobs you eventually would like to have - that way, you’ll a) know what it takes and b) see if it’s really your cup of tea.
As I recall, Marie, you and I originally met over coffee for an informational interview, as well! A tried-and-true technique.
Ah, the informational interview… Great advice, Todd.
I even think taking the idea of “interview” out of the equation is good tip. Interviewing can be a scary thing for anyone, but I think it’s especially nerve-wracking for newbies on the work-world scene who are just getting ready to graduate. In my experience, I thought of the informational interview simply as two people getting to know each other, and just a chance to have a great, helpful, insightful conversation.
Hopefully we’ll be seeing more students walking around in the office as a result of this post!
I very much appreciated this blog post because a main pillar of my FLIPPING BURGERS philosophy is for young people to try to meet with people who can provide information about a potential career path.
To get their feet wet asking for brief information meetings, young people can start by targeting the parents of their friends and their parents’ friends as possible information sources. After being successful with someone to whom they have a connection, it is easier to move on to total strangers.
As a PR student and soon-to-be grad, I thank you for this post. It can certainly be intimidating to contact a person and ask for their precious time when they don’t even know you!
Many of our assignments ask that we interview a PR professional and report our findings. While this seems staightforward, I didn’t know where to start. I didn’t know asking for an informational interviews was common practice and that people were willing to give some time (within reason of course). Two years into my program, the nerves have settled and asking doesn’t seem to be quite so intimidating though I will use your tips and pass them along to my colleagues.
It’s reassuring to know there are people willing to help.
Thanks again Todd!
Great post, Todd. I especially liked the “Do your homework” tips as I know I did not optimize some of my informationals that I had just after I graduated.
As someone who’s on LinkedIn but doesn’t think of it a lot, when you pointed to LinkedIn I actually had a “oh, right, LinkedIn” moment. LinkedIn to be used as an informational introduction — so simple, yet so revolutionary (to me at least).
What a great idea for a blog post, Todd. Thanks for sharing.
I actually did a project in college where we interviewed a person who held a high-level position we aspired to. I had the opportunity to speak with the communications director for Kansas City’s MLS team, the Wizards. It was a great opportunity and I learned so much about the path I’d need to take to get to that position.
I secured the interview via email and conducted it via phone.
After the interview, he proactively contacted me and offered me a summer internship. No money, but I got great experience as a sophomore in college.
This is great, Todd. As a recent grad myself, I can attest that you’re not the only exec willing to offer advice– but your type is not plentiful, either. The reality is that this is a busy business and finding time IS difficult. My favourite group of PR people to connect with are students because I understand the uncertainties of their position.
Your advice is sound. Get on Linked in and find a commonality between yourself and the exec (maybe you both love to run marathons?); throw all intimidation aside because speaking with PR execs is not only a great way to learn, it could lead to a friendship and/or job down the road!
Great post.
When I was contemplating going back to school for my MBA after a year at an agency, I asked around to try and see what some my successful peers thought about the idea. Fortunately, because of some existing “I know so-and-so” connections, I was able to receive some honest “if I could do it over again” advice from a few seasoned executives who basically told me it would totally be worth the investment.
A year into grad school and I still think it was the best professional advice I’ve ever received.
What a terrific post, Todd. I graduated a little more than a year ago and the informational interviews I had were a very rewarding experience. The people I met with gave me some practical insight into their chosen specialties and that really helped me decide on what direction to take my career.
I will admit it was intimidating when I was first reaching out, but they were very nice and I’m really happy I had the opportunity to meet them.
It’s great to hear about informational interviews from an executive point-of-view.
“I am not the only company executive/business owner who’s eager to lend a hand, an ear, or an opinion. ” –
It’s also gotta stoke the ego just a little, hey Todd?
Todd, great advice for a marketing/communications student just about to graduate. I’ve only just begun building my network on LinkedIn, and looks like there are many more opportunities to be developed there.
Glad ya’ll enjoyed the post! Even you, snarky Owen!
Thanks for the great, informative post. As a PR student with a graduation date swiftly approaching in January, I found this post very pertinent. I think it is wise to remember that it is never too late to start networking and explore avenues to express interest. Thanks again and I’ll be sure to share!
Bingo. You nailed it (or in GaryVee speak, “you CRUSHED it!”). Wanna book all of the requests I get for me?
Great post!
I’m a soon-to-be grad journalism student, but an approach with a PR exec got me a nice job even before graduating!
I had a different approach. I made a blog about PR 2.0 in january, and after I got some good content, I started commenting on blogs of PR executives that I read long before decided to start that blog. (About their content, not mine!)
After some months talking through blogs, we exchanged e-mails, and I got invitations to his company’s events, and later a job offer!
So, I would just add that it’s nice to start getting in touch with genuine comments on exec’s blogs. You start a relationship adding some value. (And don’t necessarily asks for a bit of time.)