The last two years have been tough for everyone around the globe. We’ve experienced loved ones falling ill from COVID, widespread mental health decline, company-wide layoffs and the rise of the “Great Resignation”. We’ve heard brands make statements like “we stand by you during this time of uncertainty” or “in uncertain times, we must stick together”. These were the words we heard on our radios, TVs and online. Two years later we are still hearing similar words. As I sit down to write this article, the newscaster on my TV says, “during this time of economic uncertainty we must…”. I’m not sure what the Newscaster said after that because I quickly grabbed my remote and turned off the broadcast to focus on writing this article.
Today you might be thinking – so how did we end up here? Didn’t our time of uncertainty end? Why, why, just why? Or even – How can we make a change for the better? These are all valid questions, and they all deserve their own articles. For now, I want to focus on a question that’s been on my mind, ”how do I teach the next generation of Advertising Media students to be energized and passionate during a time of economic uncertainty?”
My students are second year Advertising and Promotions students at Durham College. Last semester they learned about each media channel from out-of-home to digital media. This semester we’re focused on the never-ending world of media strategy and planning excellence. Although there’s an approved curriculum, I can’t help but wonder if I’m doing them a disservice by not focusing on the challenges ahead. Questions arise such as, ‘how to land the job against hundreds of other applicants during a hiring freeze?’
Instead of simply teaching by the book, I plan to bring the real world into the classroom and prepare my students for the harsh realities they may face. We’re going to review resumes, introduce them to new and diverse talent within my network and even strive to go above the approved curriculum with certifications in topics like design thinking. This won’t be easy but will set my students apart and help them sharpen their skills before they set foot beyond college. This will equate to extra study time, extra time in office hours, extra networking sessions but it will better prepare my students for what lies ahead. I want nothing but the best for my students (past or present) which sometimes brings harsh realities that we don’t want to face.
My students are not alone in this journey. It is going to be tough for all students entering the workforce during a downturn in the economy. Fair warning, even if you go above and beyond…you still may not always win. You still might not get that dream job at your dream company. You still might land the job and be a part of a mass layoff three months later. Nevertheless, you will learn to be agile and never stop learning. These are moments that make us better and make us stronger even though they can be tough to handle.
If you are one of my students reading this, I first want to say thank you. Thank you for bringing passion and open mindedness to every class. Thank you for pushing yourself to learn this amazing world of advertising and media and thank you for trusting me to be your teacher.
One thing I’ll leave with you, whether you’re a current student, past student of mine, or just a regular reader of the AdClub Newsletter.
This version of you (the one you see in the mirror today) is the best you, you’ve ever met because everything leading up to this moment has made you amazing and deserving of incredible things.
Thank you and take care!
PS: Remember to use your PTO. That means turn off the email and Slack notifications and enjoy some much-deserved relaxation!