Personal Branding and the Job Hunt

On Tuesday, we’ll start talking about jobs, personal branding and how to land that first gig. Read this Poynter CoverItLive chat, “What skills are digital-first newsrooms looking for?“, as well as this Dallas Morning News graphic about the social résumé and this Digiday piece about the evolving job duties of social media editors. Also, read the executive summary of the 2013 Annual Survey of Journalism & Mass Communication Graduates, and browse through some of the findings about salaries, desired qualities, etc. Your homework (5 points) is to comment (not tweet — this time, at least) on this post, answering/reacting to one of the following questions by 11:59 p.m. Monday:

  • What was the most memorable advice you took away from either: 1) John Hiner’s comments in the Poynter chat; 2) the DMN graphic about “The Social Media Résumé; or 3) the Digiday piece about social media editors?
  • What surprised you most about the 2013 survey findings — and how did the survey change/confirm your personal outlook toward the journalism job market?
  • Browse through some of Batsell’s favorite journalism job listings below. What trends/patterns do you see in what employers are looking for?

JOB/INTERNSHIP LISTINGS:’s searchable job database
Mashable jobs
Lost Remote (TV-related digital journalism jobs)
DFW Communicators Job Bank

Joe Grimm’s “Ask The Recruiter” column for Poynter Online


  1. Joe Grimm of Poynter had the following takeaways from a live chat with John Hiner regarding the recent move to an “all digital approach” by the largest news source in Michigan, MLIVE.COM: mindset means more than tools; know your audience; listen to scouts; fire is the best teacher; imagine. I’d like to elaborate on these takeaways and provide a few insights of my own.

    I was pleased to hear that John values mindset over tools. His news organization can teach anyone the tools, by this I believe he is referring to the mechanics of digitally posting text, video, photos. What he can’t teach, and what is his biggest obstacle, is the “print first mindset” where the approach is about daily deadline and story length. He refers to this challenge as “ingrained behavior” which has to change to be successful in the digital age. Overcome this mindset and his organization will teach a journalist the tools he needs to be digitally savvy. You still have to be a good reporter. You still have to have have journalistic instincts and skills. But you have to approach your craft with a new mindset that has nothing to do with the ways of traditional print journalism.

    Today’s journalist has to know his audience. A journalist’s tools are a laptop and a smartphone which by definition are mobile. This means the successful journalist is out in the community with his finger on the pulse of what interests the community and how they want to receive information. Both elements are essential so that he can dive into issues that are of interest to a community that wants to know and then deliver reliable, researched, well-written, well-analyzed, well-photographed information in ways the audience wants to engage be it via laptop, ipad, cell phone or the next new innovation to come.

    Because this new digital age is ever-evolving, today’s journalism is one big experiment and trial by fire is the best teacher. This means a journalist has to think outside the box and be willing to try new things. He also has to be willing to fail and to learn from that failure and try again with another approach informed by what didn’t work before.

    The idea of scouts out there on the ground being receptive to audience engagement and understanding what information interests them and why stresses the need for today’s journalist to be open to “intelligence” and then to act on that intelligence. It is an approach much more receptive to readership and much more engaging.

    Finally, “imagine” can either be the most positive and idealistic word in describing a journalism skill, or the most terrifying. In a day and age where technology is evolving all the time, journalism is not about cookie cutter approaches or formulaic process, it is about thinking outside the box and being creative. If you have the courage to be self-motivated, personally accountable and being dedicated and willing to try new things this may in fact be the best time for you to be a journalist.


  2. The most memorable advice I took away from the readings was from the Dallas Morning News graphic on the importance of the “Social Media Résumé.”

    For so long, social media sites were viewed as a way to simply connect with friends and post fun photos. Now, however, social media sites such as Facebook, Twitter and particularly LinkedIn are almost necessary to landing your first job in digital journalism. According to the graphic, 89% of recruiters have hired through LinkedIn — this is a huge percentage and definitely proves the importance of having a professional and top-notch LinkedIn profile. Moreover, the statistics found on the info graphic show the importance of keeping your Facebook and Twitter clean and professional.

    Overall, this graphic has motivated me to perfect my Social Media Résumé in order to help with the job hunt in the coming years.


  3. I was very interested in the social media graphic because I didn’t realize just how many employers use social media to recruit today. The graphic states “1 in 6 job seekers credit social media with landing their current job.” I knew that LinkedIn has become a very popular tool for recruiting employees but I didn’t realize that employers are now also using Facebook and Twitter to seek out job candidates. I was also interested to read that some candidates are getting creative with their resumes, submitting colorful info graphic resumes rather than a traditional paper resume. This reminded me just how important it is for journalists today to stand out and look outside of the box when searching for a job. This graphic shows just how popular these social media sites have become; even in the professional world, and how valuable they can be to both employers and job candidates if used effectively.


  4. The most memorable point I took from John Hiner’s Poynter chat was his criticism of and advice for journalism students. He said that many of the students he saw were not equipped to blog in a journalistic style and didn’t know how to engage with and grow their online audience. I think these are great subjects for journalism students to focus on. At SMU, I feel that I am learning about growing an online audience and how to engage with that audience. I am learning the essential skills for digital journalism. Hiner did also mention that journalism students aren’t always ready to handle the real-time quickness of the job. This is a difficult skill to learn for students because we have several other classes and extracurriculars in addition to journalism classes. Wile it’s very important that we work hard in these classes, it’s understandable that journalism isn’t our only priority in college. For me, my journalism classes are very important and I do spend more of my time working for them. However, I still have several other classes so I am not able focus all of my energy fully into journalism. I just do the best that I can. Overall, I think Hiner presented some very helpful advice for those who are current journalists or those looking to go into journalism.


  5. The biggest piece of advice I took from these readings is that I need to update and start using my LinkedIn account. In the back of my mind, I always knew that employers looked at LinkedIn, but I had no idea that 89% of recruiters hire through it. I always heard my dad talking about his account and endorsements, but I never full grasped the full effects that this social media platform could provide. To attract more attention to my account, I am going to start building my network by making connections through this site. I want to transform my online resume into a creative option I can send to future employers in the journalism industry.


  6. I knew that making sure online portfolios are kept up-to-date and professional was important – as a photo minor, having a photography portfolio online is something that I’ve always been taught to do. But I guess I hadn’t realized the full potential of that same concept as an art portfolio, but with clips of work and other examples of skills you have. I liked Melissa Mihelich’s brief discussion of her online portfolio, where she created the website and graphics so she could show off her skills, not just talk about them. In this day in age when technology and social media are becoming so important and such huge parts in our lives, I think that it is very important to have all social media platforms cleaned up and kept current to be a potential draw for employers. I didn’t realize that some recruiters use even Facebook to look for candidates, so I think it’s a great idea to have almost all of your online presence be kind of like a resume, or at least show off that side of you that employers will be attracted to.


  7. The biggest thing I took away from the Graphic on the social resume from the Dallas Morning News was the social resume list of things to do and don’t do.

    At times, I’ve had some trouble deciding what to put on my resume and what to keep off, so this list gives you a clear idea of what will look most attractive to recruiters. There are the obvious things to keep off your resume like profanity, mention of partying and religious affiliations, but then putting stuff on like Twitalyzer rank of twitter influence and Klout score of social media influence are things that I’ve never even heard of. I also found the graphic that shows you which sites are popular for job seekers very helpful and informative. Knowing where to start looking for a job is an important thing and can definitely not be overlooked.


  8. The most memorable advice I took away from the Dallas Morning News graphic is the importance of having a well-rounded and updated social resume that keeps up with today’s demands of digital journalism.

    I never knew how large the percentage of employers using social media to recruit was until now and have become even more aware of my online presence because of this fact. The best advice I took away from reading this graphic was to be more creative and innovative in regards to my social resume and to be able to capture the attention of employers in a memorable way. I know now I need to keep my LinkedIn page polished and professional and include any social media influence I may have in my page as well. Employers want fresh new hires that know what they’re doing, are innovative in what they do and know how to communicate with their audience across multiple platforms. A social resume is your one chance to prove you’ve got what it takes.


  9. The most memorable advice I took from the DMN graphic actually came from Guy Davis. The SMU assistant director of the Heigi Family Career Development Center is right to say that just because you send many applications, it doesn’t mean you are guaranteed a lot of job offers. I agree that it’s all about quality, not quantity. If you have a really good resume and portfolio, you might only need to send a single resume to your dream job.

    I was also shocked that social resumes are growing in popularity as 89 percent of employers are using social media to recruit. This figure really makes me think about the effort we need to put into our online presence to be found by recruiters. It was comforting to look into the many websites that help you make them and actually signed up for a few to make my own. It’s quite an exciting process to create a certain image the represents our work and us.


  10. The profession of journalism is in such a radical state one could compare it to a ball of energy legacy markets are desperately trying to keep in it’s original shape, while the Internet proceeds to fundamentally alter it everyday.

    “The biggest hurdle we have is ingrained behavior skewed toward legacy outcomes,” said John Hiner in the Poynter chat. “It boils down to people accepting the amount of change they will have to make in their behaviors to make the leap to a new culture.”

    The change of the industry has put seasoned journalists in the same boat as newly professional one’s, but each generation has it’s own advantage. The older generation of journalists has the traditional reporting skills that have defined what journalism is by accurately and fairly reporting the news.

    However, the new generation of journalists has grown up with the tools that are changing journalism and have those tools ingrained in their life on a much deeper level than older generations.

    A comment in the Poynter chat from Nathan Bomey, business editor and reporter at, noted that the key to success for students coming into the profession is to have both the “digital skills” and the “traditional reporting skills.”

    The most important passage in the chat, though, was Hiner describing modern-day journalism as a process not a destination.


  11. I realized looking through the job postings that there doesn’t seem to be any “just journalism” jobs anymore. All of the jobs are for digital journalists or journalists with experience in web and social media. It’s interesting that just being a good writer isn’t enough to get you a job anymore. Now, you have to be media savvy and have a lot of experience with technology as well. It’s stressful to imagine all of the things I’ll have to know in order to stand a chance getting a job, but it’s also cool to thing of all the things I’ll be able to do by myself, and how I’ll be independent and won’t have to rely on someone else to tweet for me or tell me how to use SEO keywords.


  12. I’ve also known that social media is an important tool but I never realized how it can impact a future job/ job opportunity. It is interesting that future employers and recruiters use social media platforms to recruit for jobs.I learned from these readings that it is important to have all my social media platforms cleaned up and up to date. I personally need to update my resume and e-portfolio. I also learned from these readings that being able to write well or use a camera well will get you a job. It is important to utilize social media to show future employers your skills and what you can offer. Now I plan to polish up my LinkedIn, resume, and e-portfolio.


  13. The most memorable advice I took away from John Hiner’s comments in the Pontyer chat was the importance of being able to adapt to change, and understanding what he thinks J school grads today are lacking. Pontyer emphasized that journalism is always changing; that’s just the world we live in. Journalists today must be able to adapt and “reimagine jobs.” It’s an ability that is necessary in order to know and engage our audience. This is also what he points out recent journalism grads almost always fall short on. Pontyer states, “No grad student has a sense of their own audience.” Therefore, how can you expect these recent grads to know how to engage and grow that audience? Even though most grads today have the upper hand in technology and digital skills, they haven’t yet learned how to use them in real time reporting. There is a sense of readiness that the majority of grads are missing. I agree with him on this because I am a soon-to-be J school grad. I know what the standard is for the Daily Campus and Daily Update, and after four years, I finally feel comfortable to just write. However, throw me out into another news organization and I know my doubts will overcome my skills. This is a scary thought. I realize Pontyer is interested in an employee with our digital skill level and also a real life education of traditional reporting. I’m half way there!


  14. The Poynter chat was helpful to read because it offered honest opinions and expectations for graduating journalism students such as myself. It was interesting that from Hiner’s perspective, technological skills can be taught, but the ability to keep ahead of the fast pace atmosphere with daily deadlines is something journalists need to have out of college. I took away some good advice, such as to stay in touch with industry trends and to look into my local market for blogging opportunities. I’m glad I’ll have the opportunity to do so with the DMN blog. A question I still have after reading this is the level of difficulty of getting hired without prior years of professional experience. When I browsed job opportunities (reporter/writer/TV anchor) on many of them required at least 3 years of experience, so I’m wondering how I get that first job without that experience.


  15. The more that I have gotten into my major and minor, I have realized how important branding myself with social media is. However, until I saw the graphic from the Dallas Morning News, I did not realize just how important it actually is. The numbers are plain to see. Not only do 1 in 6 job seekers credit their social media presence for their jobs, but just from 2011-2012 alone statistics skyrocketed in the amount that recruiters used social media sites to find candidates. An astounding 89% of recruiters have used LinkedIn to find possible candidates. I knew that I needed to update and organize my LinkedIn, but after seeing this statistic I don’t think that I can do it fast enough. The way in which people are getting jobs today is completely different than it was just 5 years ago, and after listening to the chat and seeing this graphic, I finally realize how extremely important it is for me to use my social media accounts as tools. These sites are free and simple to use, yet could be the game changer in the job I land.


  16. The biggest thing I took away from the DMN graphic was that 88% of employers are creating at least one social network profile.and 64% of those have 2. That means only 22% of employers don’t put much stock into social networks. If you can have a strong presence on at least one social network, you are improving your chances at landing a job. So, it makes sense that if you can properly utilize all three of the major social networks than you stand a much better chance of landing said job than someone who has no social media presence. I also found it interesting that only 15% of recruiters hired through twitter. I think it’d be good to see a breakdown of what field those jobs were in- so we could tell what platform are “journalism” looking for employers to be more proficient in. I’d put good money that that 15% was mostly journalism/communications jobs.


  17. The advice, or opinions, that resonated most with me came from Poynter’s MLive chat about skills for the digital newsroom. Obviously, we’ve recently been discussing how important it is to engage with the audience and have an online presence but John Hiner’s point about the level of “the readiness of people coming out of J Schools.” His point about digital activity not being the main focus of journalism and to not let go of traditional reporting skills really struck me. I know that I have a long way to go as far as improving my digital skills (remembering to engage, coding, etc.) but I also need to continue sharpening my skills to report the news. I thought his point about blogging as the “cheapest commodity” of the web was also interesting. It says to me that while fashion, food, and sports are interesting and can be newsworthy, keeping opinions to a professional level are what add journalistic standards to blogging.


  18. What really struck me on the social media resume graphic was that 1 in 6 job seekers credit social media with landing their new job. I have experienced first hand learning of jobs and internships through social media accounts such as Instagram, but I didn’t realize how large of an affect it had on the job market. I have heard that a social media resume really has become one of the best ways to market yourself to potential jobs. For example, for a career in fashion people really recommend having a blog in addition to a resume. A blog of your own work shows first hand what you are capable of, how responsible and up-to-date on current events and society you are, and how you produce your own work. For jobs to see how you work like that is really valuable to landing a job.

    Even if you don’t have a blog, staying current on LinkedIn, Instagram or Twitter can show your skills and creativity, as well as demonstrate you have the ability to stay with the constantly changing digital world.


  19. I have personal experience with online job hunting. This past summer, I began searching for internships on websites, and received multiple calls back because they said they were impressed with my e-portfolio and the fact that I already had such a developed one.

    The “going social” graphic is a perfect interpretation of what I was experiencing last summer. Every single internship I applied for asked for an online portfolio and/or my LinkedIn account. The one drawback was that my LinkedIn account was not updated at all. My eportfolio was always my first priority and my LinkedIn didn’t seem that important to me. I found out after that the reason I didn’t get an internship was because of “lack of experience in internships” and “my LinkedIn was not impressive.”

    The fact that 89% of employers look and use LinkedIn to hire people was a shock to me. I remember Jake (or one of my professors) saying “If you update your LinkedIn like you do your Facebook, you’ll get a job.” And I guess that saying proves to be true if you look at my experiences.

    I have also begun putting my eportfolio link in my email signature and my twitter bio just in case I am emailing people or someone follows me and they want to know more. I regularly update my portfolio now, and I have begun doing the same to my LinkedIn.


  20. I’d like to comment on both the Poynter chat and DMN graphic, cause they kind of go hand-in-hand.

    John Hiner spoke on “ingrained behaviors” and the necessity to step outside of the box. The DMN is graphic is a prime example of this.

    As student journalists, it’s really easy for us to get caught up in what we’ve learned and what we continue to learn. Sometimes a lengthy news story is necessary, and so is being within the “newsroom” bubble. There’s nothing completely wrong with this. However, it becomes an issue when we choose to stay there, which leads to the DMN graphic.

    The first thing the graphic lists is the fact that a social resume gives employers a snapshot of your skills and experiences. Would you really want your snapshot to entail the same ole lengthy story and basic who, what, when, where and why?

    As journalists, it’s our job to be “in the know.” So why not be “in the know” about trends that are, essentially, going to secure our jobs? We need to learn to embrace the new, and not feel intimidated by all that’s out there. Digital media supplies us with so many choices, it’s easy to be confused and overwhelmed, but easy does it.

    With that said, I think the main takeaways from those two is to not be afraid to step out of the box. Instead, be a journalist who tells a story differently from the others. Keep up with the trends, and take your old ways and put a twist to it, without fear.


  21. The 2013 UGA Grady survey really surprised me with the chart on unemployment. As of 2013, US Labor Force unemployment was at 6.9 percent, but the unemployment rate for journalism grads was at 12.2 percent. If an industry has an unemployment rate that’s almost twice the national average then there is reason to be concerned about that industry’s future.

    After doing some additional research, I found an alarming statistic from the beginning of 2013 that shows the unemployment rate for another chuck of workers in the media industry.

    For “media and communication equipment workers,” the unemployment rate is a whopping 43.5%. These workers, along with those with journalism degrees, combine to make up a large portion of the total jobs in the media industry.

    All of us in Digital Journalism this semester will be graduating with journalism degrees (I hope), which would put us in the 12.2 percent unemployment category. Still, if 43.5% of the equipment workers in the industry are unemployed, then we have to ask which direction the industry is moving toward. Will the lack of solid revenue streams for many media companies increase unemployment for those with journalism degrees? Or, will the entire industry begin to rebound, with unemployment dropping for the equipment workers in the industry?


  22. I thought that idea of putting a QR code on a business card from the DMN infographic was brilliant. There’s always that issue after you hand out a business card when the potential employer does not know where to find work samples or an e-Portfolio. A QR code would solve that issue.

    Two things stood out to me from the Survery. First, the job market has plateaued, which at least means that people aren’t losing jobs anymore. Also, the fact that new-employees with master’s degrees only make up 1/10 of the work force. This shows that while you don’t necessarily need a Masters to get a job it will definitely set you apart.

    JournalismJobs is an interesting website but some of the jobs being listed aren’t from the biggest names. Looking through some of the newspaper listings, only the Chicago Tribune’s lone post was from a recognizable publication.


  23. The info-graphic surprised me with the number of ways social media can be relevant in the job market. One out of six, roughly 17 percent of job seekers attribute getting their jobs to social media. That is a crazy percentage to me.

    I find the idea that social media can help us find jobs inspiring because I find traditional methods limited. I would love to connect with an employer via Twitter or Facebook, or share an article on social media that gets the attention of an editor or employer.

    I had never considered the idea of using social media as a tool to track who is looking at my information and resume. That is an interesting way to supplement the traditional job search.


  24. What trends/patterns do you see in what employers are looking for?

    I decided to peruse through some of the job listing sites you suggested to get a feel for what I might have to look forward to come springtime.

    I started with the “popular page” on the Journalism Jobs site. The top three most popular positions in order were reporter, editor, and writer. I figured “reporter” listings wouldn’t vary too much so I looked through the editor section and found specific requests such as online editor, digital editor, niche content editor, and senior editor. I also found a lot of “managing” editors, so I pulled up the Mozilla listing for managing editor and read about the role summary and requirements. This included “creating content, social media strategy, editorial direction and deploying resources for news coverage.” It seems companies are looking for experienced editors with plenty of digital background who are innovative, forward thinkers. What a role to fill!

    On Mashable’s job listings, they feature spotlight listings which I’m guessing are highly recommended positions. The majority of these spotlights were digital related, including website//email marketing manager, director of social media, content marketing and specialist for online display.

    It’s safe to say the variety of jobs that fall under the category of media and journalism now is constantly growing. However, what I took away from this was that:
    1. It’s imperative to have the basic skills of reporting, writing, and editing under your belt as a foundation in this field
    2. In order to maximize your opportunities, you should familiarize yourself in one way or another with all the different facets of journalism, content marketing and strategy and
    3. Once you find your strong suit, it definitely pays to become in expert in that because nowadays jobs are as specific as they are demanding.


  25. In a piece called “Beyond Tweeting: Demystifying the Social Media Editor,” Digiday dispels some rumors about social media editors and Tweeting in general.

    In my time interning at DTC this summer, a good portion of my time was spent serving as the “social media editor,” so the majority of this article hit home for me.

    A note that I get a lot from professors and teachers in high school is that I am very verbose – if only I can cut down on my wording, my news story could be that more compelling and tight. I think using Twitter so fiendishly this summer has better prepared me to write without the “thesis paper fluff” that often comes as a result of my writing (and wanting to explain things to their full extent).

    As the article says to reiterate this point, “The reality is that squeezing a thought or opinion — not to mention a compelling one — into such little space is actually quite difficult. In many cases, it’s less time-consuming to explain something if you have a few paragraphs to do it […] Optimizing for social media usually doesn’t seem like a challenge until someone is forced to do it.”

    The biggest piece of advice was probably about breaking news: “When it comes to breaking news, the whole point is to get the correct information out to the most number of people.” It seems obvious, but sometimes it is the reporter’s gut instinct to report whatever he/she heard about a breaking news story, then go and do some reporting about it, and then check back in on Twitter to give live (and more accurate) updates. But really, reporters should focus on sending out that initial Tweet that is accurate, detailed and compelling for audiences.


  26. One of the things that caught my eye in John Hiner’s comments in the Poynter chat was when he was asked what skills journalists need in this world and he replies, “We can teach people to use the technology. The biggest hurdle we have had is ingrained behaviors that are skewed toward legacy outcomes. The daily deadline. The print-length story. Staying in the bubble, inside of the citadel that is most newsrooms.”

    I found this to be so true, especially being involved in broadcast and print. Journalism is not a “skill” but rather a journalist must be able to mold to their audience and maintain a respectable lifestyle on social media or in other words, personal branding.

    He is asked how old folks can get involved. And earlier he mentioned anyone can learn technology.. Our grandparents did not grow up with the technology we have, but many have learned it and adapted to it. I know some grandparents on Instagram and Facebook who do not need to personal brand, but they do it to keep up with the social norm and reconnect/ keep up with old friends and family.

    I disagreed with Hiner when he said, ” No college student I have seen has a sense of their own audience, and how to grow and engage it.” I do think some college students have a sense of their own audience and possibly more than an older crowd would, merely for the fact that we have grown up with social media platforms and by college you should have a sense of your own audience. It is up to the person how they use social media, but if it is for personal branding most would probably have a good idea how to grow and engage it. Especially with it being so much more common to have classes like Digital Journalism, where we learn how to grow and engage our audience.


  27. The most memorable piece of advice I read was from the DMN graphic about “The Social Media Résumé. The first time I encountered a social resume was about a year ago. A blogger I follow made a post about it so I decided to check out her resume. It was entirely comprised of links to articles or posts she had contributed to and projects she had created. While it was an interesting format, I wasn’t initially in love with it. Call me old fashioned, but I like being able to walk into a place and hand someone a hardcopy. And then this past summer, one of my very good friends from high school posted her digital resume online and it just clicked for me. She is a graphic design major and resume was not only a place to talk about all of the work she has done, but also to display it. While reading “The social Media resume” I was shocked by the number of people who had this type of resume and 89% of recruiters have hired from social media sites shocked me. It really hit home, the importance of an online presence.


  28. I’ve always thought of designed resumes and websites to be in the creative field. As someone with a design background, I tend to shy a way from using designed resume work for journalism. However, the DMN graphic changed my perspective on that. Just because it’s journalism, it doesn’t have to be stiff and traditional. Now, that i understand it’s more prevalent, i feel more comfortable using in my job applying process.


  29. The point that stood out to me the most in the Poynter talk was Hilner’s comment that editors are finding themselves disappointed with students graduating from J schools. The reason this caught my eye is probably obvious, but it really got me thinking, because I don’t believe we are just “talking the talk” although that may be true for some. The importance of digital journalism reporting tactics and techniques clearly cannot be highlighted enough in our courses. It is pretty crazy to hear older, professional journalists saying this is such a driving point for them. This goes hand in hand with his comments about younger journalists bringing social media skills to the table that older journalists may not have as naturally. Knowing companies train in these skills is comforting, but I have a better understanding that we need those skills mastered as we are going in, not once we get there, if we want to stand out.


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