Literally. It grabbed me by the arm and shook me.
It rolled up the magazine, hit me on the head, and shoved my nose in it.
I tore it out and have been carrying it with me ever since. Reading it over and over. Trying in a subtle way to put a few of its ideas in action. Trying to share its urgency and tone without scaring people.
But it’s not a soft, quiet, timid, subtle article.
So I decided to post it in its entirety with three intentions:
1) read from the point-of-view of your own career, but also 2) read it from your agency’s point-of-view, then 3) read it from the client’s point-of-view.
The author is Sally Hogshead – a creative director, author and speaker on brand innovation. Her next book, "Fascinate," reveals how to captivate the world around you.
RECESSION-PROOF YOUR CAREER NOW
Copyright©2008 Crain Communications
Yes, unquestionably, the rules of work have changed. We're in an angst-ridden environment now. Planned layoffs in July rose 26% compared with June, according to consulting firm Challenger, Gray & Christmas. But don't let that anxiety stop you from moving forward. Learn the new rules and get on with rocking the house.
DON'T JUMP INTO A FULL-TIME POSITION JUST BECAUSE IT'S SUPPOSEDLY "SAFER."
Working for a big company slows your ability to achieve a lot quickly. It usually takes at least six months to ramp up, develop relationships and become entrenched in juicy projects. When layoffs come, the newest employees are the most vulnerable. Freelance/consulting provides new-client experience and more exposure to more people.
WARM AND FUZZY ARE NO MATCH FOR COLD, HARD REVENUE.
Bosses may love you and you may be a hit at the office cocktail parties, but layoffs happen to the best of us. No one can take away the professional wins and personal investments; relationships and knowledge are always marketable skills.
DON'T ASSUME YOU'RE SAFE BECAUSE OF POLITICS OR WINNING PERSONALITY.
In a recession, political ties go south. Make sure you're connecting to others in your company and industry, and keep gathering the experience to stay valuable. If you work someplace where the ax is about to fall, focus on building your own brand so that you're armed to stay in the game.
BE A TEAM PLAYER, YES -- BUT NOT AT THE EXPENSE OF INVESTING IN YOURSELF.
Supporting the company's goals is important, absolutely. But remember, what will save you is not your company. It's the quality of your own résumé. Learn a new skill, such as writing an RFP. Find ways to contribute to the financial viability of a company.
BRING MORE TO THE PARTY.
Constantly find new ways to add value. Every single interaction with your boss or client should reinforce your contribution. In meetings, bring more than a smile. Determine how your skills can translate to tangible results.
BUTTON UP THE DETAILS.
In cushier times, people might not care if you breeze into a meeting 20 minutes late or turn in your project on time. When stress goes up, however, you don't want to draw negative attention.
CUT THE DRAMA.
Moodiness and personal issues are deal-killers in this environment. There's already too much angst and too much competition to indulge any personality issues. Don't bitch about your personal life. On a related note ...
THE WHOLE "I'M TOO COOL" ATTITUDE JUST GOT A LOT LESS COOL.
Same with acting bored in meetings or world-weary on conference calls. Prove you're ready to deliver, now, here. Coasting is death.
INVEST MORE IN YOURSELF.
Don't wait for your organization to offer a class; spend your own time and resources on independent study. Focus on things that enhance your résumé and brand, and not just to please your boss. Help guarantee your own invincibility.
OVERDELIVER TO THE HILT.
Deliver exceptionally within the scope of work, and provide additional solutions outside of what you were asked to do (and don't bill for those ideas). Inject urgency into all you say and do.
SPREAD YOUR BETS.
Create new revenue streams. In a recession, laurels count for less; your last accomplishment drives market value. Often you can earn more interesting exposure on a solo basis. One advantage of freelance/consulting is that companies will more likely invest in part-timers during a recession, and you can bring your work to more people.
MAKE YOURSELF INDISPENSABLE.
What can you do that no one else knows how to do? What jobs or relationships can you handle in a way that no one else can? Become so entrenched that it's too difficult to replace you.
GET TACTICAL, EXECUTIONAL AND SPECIFIC.
Solve immediate needs. Shift your mind-set away from big and general and more to the immediate bottom line. Your client and your boss want results that show up now. What can you do to increase revenue today? How can you shorten timelines?
DON'T HIDE.
You know how toddlers cover their eyes and think they're invisible? People do the same thing during a recession: make themselves invisible to avoid getting axed. Don't cower under your desk. Get out and prove yourself daily.
ATTACH YOURSELF TO REVENUE-GENERATING PROJECTS.
When budgets are being cut, align yourself with people and projects that actually make real revenue. If you're assigned to a client that's tanking, or spending time on feel-good initiatives, be careful. Find where the growth is.
MAKE YOURSELF WORTH TALKING TO.
Reach out to old clients, current clients and potential partners with meaningful contact. But don't just solicit for business; provide them value. For example, research articles that may be beneficial to their business and forward with communication.
Bottom line?
Don't kiss ass. Save your own.
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