[Njabs-talk] NYT Article: THE SEARCH. Graduates' First Job: Marketing Themselves

[EVELYN E. VALDEZ]

THE SEARCH. Graduates' First Job: Marketing Themselves. By PHYLLIS KORKKI. 

E-mail: thesearch at nytimes.com.. THIS 

spring, college seniors are entering a better job market than  the class of 

2009 faced. Unfortunately, that is not saying much because 2009 was one of the 

worst years in the history of hiring. 

Still, hiring of this year's crop 

of graduates is up 5 percent over the previous year, according to the National 

Association of Colleges and Employers. 

To employers the most desirable 

majors include accounting, engineering, computing and mathematics, according to 

Edwin Koc, research director of the association. Companies are also seeking 

evidence of communication and writing skills, analytical ability and teamwork, 

Mr. Koc said. 

Whatever your strengths and weaknesses, you will  

need to 'bring your  A game' to this job market, said Katharine Brooks, 

director of liberal arts career services at the University of Texas at Austin 

and author of a career guide called 'You Majored in What? 

Dr. Brooks has 

seen some evidence of an upturn. For example, Facebook just opened an office in 

Austin with many positions that would be appropriate for new college graduates. 

But over all, 'we're just talking a glimmer of hope in an otherwise bleak 

picture,' she said. 

That means you can't be casual about your job 

search, she said, and your resume, cover letter and interviewing skills must be 

top notch. 

Above all, 'you need to be able to articulate the value of 

your degree,' she said,  especially if you are in the liberal arts, and 

there isn't a linear connection between what you majored in and the job you are 

seeking. 

Take philosophy majors. There aren't a lot of jobs for 

philosophers. But people use logic to formulate and weigh ideas and to reach 

conclusions, which can make  training in philosophy very effective in the 

business world, Dr. Brooks said. Being able to spell that out concretely, with 

specific examples, could be crucial to being hired. 

English majors face 

similar hurdles. But in most fields, it is important to write and speak clearly 

and to see things from different perspectives. A graduate with an English degree 

who tailors those strengths to a particular job description can make a strong 

case for being hired. 

An understanding of the human condition gained 

through great literature can be helpful in professions like social work, Dr. 

Brooks said. 

Beyond your major, have stories to tell about how your 

experiences would make you a good employee, suggested Nathan Bennett, co-author 

of 'Your Career Game' and a professor at the Georgia Tech College of Management. 

And it doesn't have to be work experience. For example, someone who has been a 

camp counselor will have leadership stories to tell, he said. 

In this 

market, graduates need to be flexible about geographic location, job title and 

salary, Dr. Bennett said. And they should be willing to consider a smaller 

company rather than a marquee name. 

Take full advantage of your school's 

placement office and alumni network, Dr. Bennett said. But 'the trick is not to 

aim too high. If you are applying for a job at a bank, talk to a 25-  or 

26-year-old alumnus there  rather than a 45-year-old, he said, because that 

person will have a better idea of how to get hired at the entry level. 



Many new graduates are not sure what they want to do and are worried 

about taking the wrong job, Dr. Brooks said. Remember that no job needs to be 

permanent. 

She uses the metaphor of chaos theory to explain the job 

search process. It's a complex world, and you can't predict everything, so don't 

try to,' she said. When you are starting  in the work force,  'Look 

for opportunities to learn, take a risk, try things out, see what you like, and 

always be open to the next opportunity,' she said. 

If you don't like 

your first job, at least you have learned what you don't like, and you can carry 

that knowledge to your next job, she said. 

Graduates can fall victim to 

a sense of paralysis if they aren't sure what direction to take, Dr. Bennett 

said. People in their early 20s have plenty of time to take chances. After 

all,  their working life is probably going to last at least twice as long 

as their current age, he said. 

Some graduates with little or no work 

experience may wonder what they have to offer over an applicant with more 

experience. But recent college graduates are less expensive than more seasoned 

workers, and that can be an advantage (to the employer, if not the graduate's 

wallet) in a tougher economy. 

But mainly, businesses hire new graduates 

as an investment, said Dan Black, Americas director for campus recruiting at 

Ernst & Young. 

For one thing, younger people tend to have a stronger 

grasp of the latest technology,  Mr. Black  said. In addition, this 

generation of students has been exposed to greater cultural diversity, he said, 

and they are using the Web and other technology to connect globally. 

Add 

the energy and enthusiasm that new graduates tend to possess and their value is 

clear. As Dr. Brooks put it, 'They may not have the experience, but what they 

have is potential. 

DRAWING (DRAWING BY SEAN KELLY)  .