Joan Helfman reviewed marketing strategies with David Chubb, owner of Tech Computer of Boston, in his Dorchester shop recently. She has been doing freelance work for six years.
(Wendy Maeda/Globe Staff)
Career Makeover
Creative types need portfolio with flair
Joan Helfman reviewed marketing strategies with David Chubb, owner of Tech Computer of Boston, in his Dorchester shop recently. She has been doing freelance work for six years.
(Wendy Maeda/Globe Staff)
Jobs on the creative side of advertising agencies are coveted. So, after six frustrating years of seeking a permanent position in this competitive industry, it’s no surprise that Joan Helfman, a 55-year-old copywriter, says “I’m an idea person who is out of ideas.’’
Helfman, of South Boston, has worked up and down Madison Avenue and can claim AT&T, Mercedes-Benz, and Bank One as former clients. But with many ad firms cutting jobs during the recent recession, and still operating with smaller staffs, Helfman’s job search has been fruitless.
Helfman’s last full-time job, advertising director for a high-end dating service, ended six years ago when the company folded. Helfman, who has been piecing together freelance assignments, has had some interviews, but no success. During one interview, she started crying while describing the emotional public relations campaign she put together for foster children. “So I sent the interviewing team a box of tissues, along with a thank you note,’’ she said. “It didn’t work.’’
When Helfman met with Elizabeth Freedman, a career consultant and author of “Work 101: Learning the Ropes of the Workplace without Hanging Yourself,’’ she wanted to learn how to make her job search more effective and her interviews more convincing. “You’ve got such a terrific ability to help others brand and market themselves — now it’s time to apply that same great insight to your own job search and brand,’’ said Freedman, who outlined an action plan.
Step One: Establish yourself as a brand. “When you do a search for yourself online, what comes up?’’ asked Freedman. She encouraged Helfman to build her online presence by making sure all her social network sites link to a primary website or blog, which can act as a self-promotional tool. As a creative professional, Helfman also needs to have a flashy online portfolio, which could be built with sites such as Wix, which offers free templates and designs for a website.
Step Two: Include client testimonials and case studies to further establish credibility. “Reconnect with your former clients and ask if they’d be willing to share their thoughts on your working relationships,’’ said Freedman. She recommended writing drafts of testimonials for them to approve, if needed — or better yet, use a video testimonial.
Step Three: Prep and practice for interviews. Use an inexpensive flip camera or even an iPhone to videotape a mock interview. “Say out loud, word for word, exactly what you’d plan to say in an interview,’’ Freedman said. Wear what you would wear during the interview, and seek advice from friends, family, or even an image consultant to make sure attire, hairstyle, and even accessories add to a professional appearance.
Step Four: Become a blog reader and commentator. Stay in the know by spending 10 minutes a day reading about the ad field, and then after awhile, begin posting thoughtful, well-written comments on blogs. “Get your name out there,’’ said Freedman. “Don’t be invisible.’’
To be considered for a Career Makeover, send an e-mail to careermakeover@globe.com. 
© Copyright 2011 Globe Newspaper Company.
