Experts Weigh In On Current Job Market Trends
November 2, 2021
Given the change of course that has happened in the world, we wanted to provide expert opinions on what aspiring graduates can do to start off their careers in an uncertain economic climate. We wanted to know what skills will be more important, where the economy is doing relatively well, and if there will be any lasting effects on the job market.
Companies are looking for candidates that can handle the new responsibilities of the job market. Recent graduates actually have an advantage because they are comfortable using newer technologies and have been communicating virtually their whole lives. They can take what they've learned and apply it immediately.
We spoke to professors and experts from several universities and companies to get their opinions on where the job market for recent graduates is heading, as well as how young graduates entering the industry can be adequately prepared. Here are their thoughts.
Our Panel of Experts
West Liberty University
Pennsylvania State University
Nebraska Wesleyan University
Dr. Danielle Mehlman-Brightwell Ph.D.
Assistant Professor of Communication; Director of The Trumpet & Academic Liaison to Topper StationWest Liberty University
College of Liberal and Creative Arts
What skills stand out on Communications Associate resumes?
Dr. Danielle Mehlman-Brightwell Ph.D.: Organizational skills stand out on a Communication Associates resume. I also take notice of how those skills are applied to the aesthetics of the resume.
What soft skills should all Communications Associates possess?
Dr. Danielle Mehlman-Brightwell Ph.D.: Top soft skills for a Communications Associate entail having excellent problem-solving skills and outstanding communication skills, both oral and written, emphasizing storytelling capabilities. Being able to work independently and as a team is also a valuable soft skill.
What hard/technical skills are most important for Communications Associates?
Dr. Danielle Mehlman-Brightwell Ph.D.: Top hard technical skills for a Communications Associate include digitally communicating using graphics, videos, and other visual media. Working knowledge of AP style and a keen understanding of Microsoft Office Suite (Word, Excel, PowerPoint). Having presentation skills that are backed with research and data.
What skills will help Communications Associates earn the most?
Dr. Danielle Mehlman-Brightwell Ph.D.: Paying attention to detail and applying those details in quality deliverables by meeting deadlines.
Bob Martin
Assistant Dean for Internships and Career PlacementPennsylvania State University
Career Services, Telecommunications and Media Industries
What skills stand out on Communications Associate resumes?
Bob Martin: Depending on the role of the communications associate, different skills are required to stand out. For example, students seeking post-production roles in film/television will need to be proficient in editing software skills. Our students seeking public relations skills will need to develop media kits, press releases, and public relations campaigns. Students seeking advertising media planning roles will need to have strong research skills and understand media planning software utilized in the industry. These are just three snapshots of the different skills that apply and are necessary to different communications career paths. Regardless of the communications sector, everyone must be a strong storyteller. That is paramount.
What soft skills should all Communications Associates possess?
Bob Martin: I am not sure I would classify writing skills as a soft skill, but I would certainly put it at the top of the list of skills necessary for all up-and-coming communications professionals regardless of their career focus. The ability to work in teams under deadline, adaptability, leadership, emotional intelligence and problem-solving skills are critical soft skills that communications professionals must possess.
What hard/technical skills are most important for Communications Associates?
Bob Martin: Once again, different communications sectors require different hard/technical skills. Here is just a snapshot for specific sectors:
-Film/Television Editing: Final Cut Pro, Adobe Premiere, Avid
-Digital analytics: Google Analytics, Microsoft Office
-Media Planning: ComScore
-Public Relations: Cision, Sprout, Hootsuite
What skills will help Communications Associates earn the most?
Bob Martin: Adaptability, leadership, and possessing emotional intelligence will allow you to maximize your earning potential over the long haul of your career.
What are the biggest trends we'll see in the Communications Associate job market given the pandemic?
Sue Schlichtemeier-Nutzman Ph.D.: More employees and contractors will continue to work from home. They have spent a year establishing a workspace and setting up their systems. A Stanford University study found that 42% of the U.S. workforce has been working full-time from home during the pandemic. Several forecasts have found that 30% of those now working from home say they would quit if forced to return to the office... after the pandemic. Ninety percent of a sample of 130 human resources leaders surveyed by Gartner in February said they plan to let employees work remotely at least part of the time, even if the vaccines are widely adopted.
A new hybrid (three days/two days perhaps) is likely.
What soft skills should all Communications Associates possess?
Sue Schlichtemeier-Nutzman Ph.D.: I tend to look at skills and competencies as "relational" and "content-oriented". Relational skills such as excellent communication (oral and written), leadership, conflict prevention and resolution, cultural competency, and self-accountability will be critical.
The Consumer Confidence Index surged in March, according to the Conference Board, rising from 90.4 in February to 109.7 one month later. The Present Situation Index and The Expectations Index have also risen markedly. So, as consumers feel better about buying and attempt to return to some of their previous purchasing habits, businesses will face unique competition. Ordering some items online will probably never change. But, "the old regular" places of making purchases can lure customers back with employees who have good relational skills. "New" places of making purchases will have the opportunity to retain customers who have re-habituated during the pandemic.
How have salaries changed over time for Communications Associates?
Sue Schlichtemeier-Nutzman Ph.D.: The average salary for Communication majors in the Lincoln area is about $55,000 (lower for new graduates). According to National Association of Colleges and Employers (NACE), Communication graduates (public relations, advertising, etc.) were expected to see the largest increase in average starting salaries in 2020, up approximately 8.5% from the previous year. Some organizations were not able to make that jump because of the pandemic, but most businesses are now realizing that Communication majors are essential to their continuation, growth, and success.
