New Media Webinar Presentation

How to Find a Job in Online Media
In a Recessionary Environment
November 2008

Premiere Executive Search Firm in Interactive Media Space
Presenters from
AC Lion International Team
Michael Adler, Managing Partner
Media Recruitment and Strategy Consulting Division
Josh Marmer, Director Online Recruitment,
Media, E-commerce and Emerging technology

AC Lion International Overview
• The New York Times called AC Lion "an innovative and effective
approach in today's job market."
• Founded in 1996, AC Lion evolved from one of New York's first
search firms for Internet start-ups into one of the nation's premier
boutique recruitment firms.
• Specializes in building Sales, Product and Project Management,
Marketing and Technology teams for high growth and stable media
companies
• Clients include top publishers, search engines, performance based
marketing companies, video, mobile, social media sites, analytics
companies, software providers, and e-commerce companies.
• Offices in NY, LA, Israel

State of the Economy

• “In the recession of 2009, marketers will be making cuts almost across the board,
and will seek safe harbors and cost- efficient alternatives.”
—Jack Myers, JackMyers Media Business Report, October 13, 2008
• Housing led Recession
• Over Leveraged Financials
• Falling Asset Prices
• Frozen Credit Markets
• Weak Household Balance Sheets
• Increasing Unemployment Rates
• Consumer confidence drops to 40 year low
• Slowing of advertising spending
The current state of the economy…

• Online Advertising is projected to grow from $24.5 in 2008 to $28.5
in 2009
• Online media poses less risk than any other form of advertising (i.e.
newspapers, network television, magazines, etc) and is cheaper
• Online media offers accountability
-It is a measurable product allowing marketers to directly connect
with their target market and desired demographic
-Can gauge who’s clicking, when they’re clicking, what they’re
buying, white sites they’re going to which
• This helps companies to determine who they’re sending their
‘messages’ to and if it’s affective or not.
The Stability of Online Media
--Why it is better positioned--

• "Successful job seekers know that even in tough economic
times, there are opportunities. You just have to dig a bit
deeper.“
• Things to think about:
• If you are in a stable situations is it smart to start a new job
search in incur risk?
• Is your current company financially stable or are you
starting to feel nervous after rounds of layoffs
• If you are out of a job is it time to consider consulting
• You need to be Proactive and not reactive!
• Always be Networking, never feel safe!
Staying Optimistic in a Tough Economy
--There are still job opportunities—

Growth Areas for Online Media
Mobile
Video
Social Media
Semantic Technology

Online is constantly Evolving

Mobile Marketing and Advertising
• Closely related to online or internet advertising, though its reach is far greater - Reach 4 billion in
2008 – compared to computers, estimated at 800 million globally.
• SMS technology is allowing users to directly subscribe for a companies campaign or interact
openly (display ads, video ads, local search, etc.)
• 55% of marketers plan to increase budgets on mobile spending
• Mobile ad revenues are projected to reach $5.08 billion in North America/Western Europe by
2012 (Sterling Market Intelligence)
• Google mobile ad revenue alone will reach $21.32 billion
• Worldwide growth- Projected to increase from $895 Million in $895 Million in 2007 to $14.6 Billion
in 2001
Top Mobile Advertising companies
• Third Screen Media (owned by AOL), 12snap, Ad mob, 5th
Finger, Acuitymobile, adinfuse, 4info,
Pudding Media, JumpTap, MillenialMedia

Video
• Online video sites allow consumers to network and share
videos; companies can create and easily spread a ‘viral
video’ (also: in-stream, in-banner and in-text ads)
• Is projected to reach $2.4 Billion over the next two years.
Top Video Sites
• Youtube, Metacafe, Blinkx, Veoh, bliptv, Hulu, DailyMotion,
Vmix, Break, Videosift, LiveLeak

Social Media
• Allows users to use internet and mobile tools to share,
discuss and interact. SMO includes internet forums,
weblogs, podcasts, pictures and videos. MySpace,
Facebook and Classmates.com are examples of Social
Media.
• 215 Million people are viewing social media monthly

Semantic Advertising
• Semantic advertising applies semantic technologies to Online Advertising
solutions.
• Identify the meaning and context of the words on the page, in order to
determine the appropriate advertising
• This is an advancement to the current contextual model where the simple
identification of keywords is seen as sufficient to represent the context of the
entire page
• Semantic advertising increases the chance that the viewer will click-thru
because only advertising relevant to what they are viewing, and therefore
their interests, should be displayed.
Company Examples
• Peer39 (http://www.peer39.com), based in New York City, is a dedicated
developer ofsemantic advertising technology and has been in operation
since early 2006.
• Ad Pepper Media (http://www.adpepper.com), based in Nurnberg,
Germany, the market leader in semantic advertising with its inense semantic
advertising solution .

• Online media space is constantly changing
• With an overwhelming amount of information at out finger tips
WHAT CAN YOU DO TO STAY AHEAD OF THE CURVE
STAY INFORMED!
• Visit top media related sites on a daily basis –
– Some to check out include: Imediaconnection, Mediapost, Adotas
• Track VC fundings, thealarmclock, tradevibes, PEHub
• Subscribe to RSS feeds on emerging topics
• Download and Listen to podcasts from experts in the industry
• Bookmark top industry blogs and try to visit on a weekly basis
• For information go to Wikipedia
• Network and ask questions
• Attend Conferences like ad:tech and SES
Staying a Step Ahead

Career Assessment
and
Job Search

Self Assessment – Why are you Looking?
There will always come a time in your career when you decide to seek another
position. In the world of New Media, which is rapidly changing due to constant
technology innovations, job seekers tend to look more often.
You need to assess why you are unhappy in your current situation.
What are the key motivators that prompted you to start looking for a new job?
Some common reasons:
• Underpaid
• Unchallenged
• Limited room for growth
• Downsized
• Do not see eye to eye with your boss
• Want to relocate
Once you have made an assessment of your current situation try to measure
on a scale of 1 to 10 your happiness: 1 being I LOVE MY JOB and 10 being
I NEED A NEW JOB YESTERDAY. If you are > than 7 - keep listening!

Define your Direction
• Once you have decided to look, it is time to define
what you are looking for….
“What do you want to do?”
• Start by making a list of the things you liked most
about your last job and a list of the things you
most disliked
• Once you have a clearer picture of what you want
to do, it is time to create an action plan
• Recognize that it can be an overwhelming and
difficult process

Action Plan for a Search
1. Target: make a “Wish List” of companies you want to work for
2. Research selected companies
3. Finalize a working Resume and Cover Letter
- It is important to prepare a general resume and Cover Letter
that can be provided on request
- A tailored resume and CL should be created for specific jobs
4. Prepare interview questions
5. Set a schedule, goals, and expectations

Identify Your Ideal
• Target five to ten companies you would like to work for…

It is imperative to gain an understanding of where you are and where you
are going.
Be a Hunter
» Know your Industry.
» Know your Company.
» Know your Role.
• Use sites like: Hoovers, TradeVibes, ZoomInfo, company websites,
Google, Wikipedia
Research. Research. Research.

The RESUME
General Hints:
• Highlight Relevance over
• Show your Story: create a sense of progression -
• Use sentences and bullets
• Avoid
• Use the Method
The resume is NOT:
• Your 10 page life’s history report
• A random smattering of information
• To be underestimated
The resume IS:
• A concise showcase of experience
• Select achievements and accomplishments
• Your ticket to a conversation or interview

• CLARITY.
Aesthetically pleasant, clear, easy to read, lack of clutter, grammatically correct.
• CONSISTENCY.
All spacing, punctuation, verb tenses, bullet sizes, font sizes, and formatting
are the same throughout the resume – no exceptions.
• QUANTIFY.
Involve numbers often: quotas, % to goals, # of cold calls made, clients pitched,
awards won, $s earned, rankings, and deals closed.
• QUALIFY.
Specify whenever possible: provide names of your clients, relationships built,
details about campaigns, collateral, accomplishments. Ask questions: Who? To
whom? How? How much? Why? Where? What? And So What?

Poor Resume
John Doe
22 West 4th New York, NY 10029
Phone: 212-525-9658 / Email: jdoe@gmail.com
Entrepreneurial Executive with 10 years of Sales and Advertising experience.
WORK HISTORY
2007-Present
Senior Sales Executive, Reed Elsevier (RUK), New York, NY
Manage East Coast Television Advertising Sales
Consult with Television Network Marketing
Oversee Print and Online revenues
2005-2007
Business Development Manager, Cision (OBS.ST), New York, NY
Sold a Suite of Broadcast Media Monitoring and Evaluation Services
Generated New Business revenues. New Business accounts included from large
Exceeded my quotas.
2002-2005
Director, Concierge Relations, Continental Guest Services, New York, NY
Managed Hotel Concierge division of New York City’s largest Theatre Ticket provider
Oversaw all Sales and Distribution
Grew new Hotel accounts by actively seeking relationships with hotel concierges and front desk management.
Established commission structure and prepared daily promotions to increase sales
Created daily detailed Ticket Inventory Spreadsheets
EDUCATION
Towson University, Towson, MD, 1998
Bachelor of Science: School of Mass Communication
Candidate needs to
include his sales
he achieved,
number of clients
brought in, and
large clients he
worked with.
Little description of
experience and
contains no
qualifications or
talents the
candidate
possesses.
Needs to include
months, not just
years.
There’s a gap of 4
years in between
the graduation
date, and the first
job.

Good Resume
Includes
companies
candidate
has worked
with.
Has included
crucial and
beneficial
computer skills.
Includes months
of
employment,
not just
years.
Includes
budgets,
sales goals,
growth
percentages,
and
exceeded
quotas.

Prepare for those Interview Questions….
• Get Used to Talking About YOU: Interviews are all different. Some are
casual and some are formal. Either way, you will need to get used to talking
about yourself, your accomplishments and your desires. Practice. Think.
Don’t “wing” everything.
• Build your Library: Conjure up a series of events in your work experience
that you can refer to during the interview. Be ready to tell a story about
particular episodes in your work and personal lives. Small talk will walk you in
– grand ideas will pave the way, but you will most often need to offer specifics
in order to pass the test.
• Be Prepared:
* What was my greatest achievement at work – and out of work?
* When did I exemplify my most positive skills?
* Where am I weak - when did this show in a work environment?
* How would my boss describe myself?
* What are my goals? Dreams? Successes? Failures?
These are the types of questions that are coming – be ready.

Set a Time Frame
• Set a realistic time frame for your job search – this
will help you stay positive and motivated longer.
• It may take several weeks, months or longer
• A junior permanent position takes about one to
two months to find.
• A middle management position takes three to six
months to find.
• A senior executive position takes up to twelve
months or longer to find since individuals and
potential employers are more selective.
• Looking while you are employed is tough

Resources

Your Personal Network
• Continuously develop your network.
• Eventually, your investment in networking will reward you with careers,
opportunities, and recommendations.
• Use sites such as LinkedIn which allows you to create an even greater
network of connections in the online space.
• Be cautious if necessary.
• Make yourself easy to help – Understand your strengths and weaknesses,
your career goals and job search preferences.
• Keep in contact – Take charge when it comes to keeping in touch with
your recruiter, friend, or colleague.
• Stay positive – When starting your job search do so with a great deal of
confidence, even if you experience several weeks or even months without
interviews.

Internet and Alerts
• Surf: internet job sites, job boards, company websites, or recruiter websites.
– Monster
– CareerBuilder
– Indeed
– theLadders
– LinkedIn, Diced, & MediaBistro
* Note the dangers of Job Board postings
• Investigate Job Specs: searching jobs helps you learn about the various
requirements companies are looking for in your candidacy.
• Alerts: sign up on job boards to have relevant jobs sent to you on a daily
• AC Lion offers their own alert system – an
RSS feed with jobs we are actively seeking
to fill.
• You can sign up for this RSS Job feed at:
http://www.aclion.com/rssFeed.php

Recruiters
• Using executive recruiters such as AC Lion should be a key part of your job
search strategy.
Some Benefits of Recruiters:
• Executive Recruiters can open doors for you that you will not find on your own.
• We keep our finger on the pulse of what is happening in our niche industry.
• Experienced professionals guiding you through a process that can be stressful
• Maximizes your options: the power of a network
• Develop a long term relationship
• Cut through Hiring Red Tape
• Target your search efficiently
• It is a Free-Service to the Candidate.

Helpful Hints working with Recruiters…
• Executive Search Agencies usually are focused on particular industries. Find
the one that is relevant to where you want to be.
• Build a relationship for your career. Find a recruiter or agency you respect
and work together. Accept suggestions on resume building, interview tactics,
and strategy.
• Be Honest.
• Treat an interview with a Recruiter as you would a “real” interview. We are the
first round interview for our clients.
• Follow up. Be Assertive. Be Patient.
• Engage in dialogue after the initial meeting.

Conferences, Groups, Events

Tips

CAUTION!
Don’t resign from your job before your job search
• Do not resign from your current job until you have another job to go to.
Employers become “suspicious” if you aren’t working and if you don’t
find a new job quickly it could cause some financial pressures.

• First impressions are important, be professional and “courteous” on the phone.
• If it’s not a convenient time to talk, ask if you can call back.
• If being contacted at your current place of work and feel uncomfortable accepting the
job brief, arrange a call back time on your cell phone or house phone.
Be on permanent standby

Maintain Your Confidentiality
• Your view on the importance of confidentiality in your job search will determine the
scope of your search.
• If you are unemployed and keen to find a new job quickly you will spread your net far
and wide and be relatively unconcerned about who knows about your search.
• If you are in a senior position with an organization and you know your colleagues and
superiors would look unkindly on you seeking another role then you will need to
exercise the most discretion
• Working exclusively with an executive recruiter such as AC Lion will help to preserve
your confidentiality during your job search.

Select your references
• Ideally throughout your career you should have people older and more experienced
than yourself with whom you have a rapport and whose advice on your career you
would accept and value.
• Make sure you identify your potential references
• Alert your references to the possibility of being contacted, including what
companies may call and for what positions – this allows them to be prepared to
answer on your behalf.
• Your references and yourself need to promote the same message to potential
employers – any differences will detract from the strength of your message and the
application itself.

Common mistakes in job searches
• Interview etiquette
• Follow-up emails and Thank You Letters
• Burning Bridges
• Frustrated
If your job search isn’t working…
If your job search campaign isn’t working and you aren’t winning interviews after one-
two months of your job search it’s probably due to one of a few reasons:
• You have the wrong message. Re-analyze whom you are and what you have to offer
potential employers
• You have the wrong targets improve your research of the market and your potential
targets. Ensure that you are building a bridge between your skills and what your
target employers need or are likely to need.
• You have the wrong approach, review your telephone script, soften your personal
style and improve your resume

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