Careers in the Creative Industries: hints & tips

creative

Marketing Yourself as a freelancer

1. Research the market
Marketing is about raising awareness or creating the desire for  something in this case your services, skills and experience. To market yourself effectively you need to develop a strategy. Your goal is to identify potential employers and match your skills and experience to their needs. Thorough research is essential. T  here are various production intelligence/research publications on the market which identify projects in the early stages of development. Subscription rates are high, so its worth checking with publishers for any free trial-period offers. Two examples are PCR (Production and Casting Report) listing film, TV and theatre projects, and Programme News, which is a guide for advance radio and television broadcast planning.  When working for a company, look out for in-house publications or staff bulletins. This is a useful way of finding out about up-andcoming productions, projects and business development plans.

Potential employers
 Having a passion for what you do is essential to work in the Creative Industries and always remember that people who work at something they actively enjoy generally do much better at their job than people who dont. Identifying what you are good at and choosing a course that reflects your abilities and plays to your strengths is essential. If you find it difficult to recognise your strengths and weaknesses ask your tutors, peers or colleagues.  Some trade and manufacturers publications may offer free or trial-period subscriptions to freelancers eg In Camera (a Kodak publication), The Photographer (BIPP), Exposure (a Fuji publication), Televisual (The Business Magazine for the Broadcast and Production Industry), Regional Film & Video (recommended for freelancers working outside London), and www.screendaily. com has international production news and listings.

Networking effectively can help you to develop your career

Thorough research is essential

Helpline Numbers:
England & Northern Ireland 08080 300 900 | Scotland 0808 100 8094 | Wales 0800 0121815 You can also access the service via Typetalk - 18001 08080 300 900 or Minicom - 08000 568 865

www.creativeskillset.org/careers

The sector in which they operate

W  hich sector are you targeting TV, photo imaging, radio, cable, business-to-business, film, interactive media etc? Think about how you can exploit particular developments in your target sectors, in terms of commercial trends, production techniques and technological advances. U  nderstand how the commissioning process works and always maintain a strong customer focus. The more you know about the way different sectors approach production, and understand current tastes and styles, the more easily you can decide where to apply your efforts, and the more inclined an employer will be to engage you. L  ook at statistics such as ratings, reviews, box office returns etc, and assess which production and programme formats are successful. Look at magazines and advertisements to see how images are used, and be aware of current trends and fashions. Consider how your skills could be of use on future productions/ shoots. Explore the advantages of living in your region.

2. Effective networking
The Creative Industries are built on networking and doing this effectively can help you to develop your career. The idea is to build up a network of contacts that you can call on for help, advice, and jobs. You have to know why you are networking, so work out who and what you need to know. You might not see an immediate benefit, but over time you will increase your knowledge of your own profession and make useful contacts. Be prepared to share information as well.

Establish useful relationships and contacts

Think about: p  eople you know already (relatives, family friends, colleagues) and who they could introduce you to p  eople you dont know but could easily contact in a company or from your social circle p  eople (or types of people) that you dont know but who, with some effort and initiative, you could contact producers, journalists, photographers, and professionals in areas of interest.

Your own strengths and experience

Assess the skills and experience you have acquired so far in the industry: p  roduction-related skills ie those technical skills related directly and specifically to your area of work, including equipment and techniques with which you are familiar (eg Health and Safety) b  usiness-related skills eg finance, communication, marketing, project management etc. p  ersonal skills eg communication skills, ability to work under pressure, team-working etc. Match these to your knowledge of the current skills needs of the sector. Its not enough to know what you can and want to do; you also have to know if there is a market for your skills.

Organise your contacts into an easily updateable system

eg database, notebook, personal organiser, index cards etc. It can be useful to include the following: Name Job/role W  ork details company, address, phone, mobile, fax, e-mail, website Notes on the company recent & future jobs, press coverage etc.  How/when you met Mutual friends/acquaintances Ideas & possible kinds of collaboration Timeframe to follow them up after meeting/talking

Also available in large print, Braille, audiotape and PC formatted disc formats.

Helpline Numbers:
England & Northern Ireland 08080 300 900 | Scotland 0808 100 8094 | Wales 0800 0121815 You can also access the service via Typetalk - 18001 08080 300 900 or Minicom - 08000 568 865

www.creativeskillset.org/careers

Be proactive in developing and maintaining contacts:

C  ollect potentially useful business cards/numbers from conferences, meetings etc. J  oin a professional group or trade association representing your area of interest I f you attend a course, ask fellow participants and tutors about their work and contacts T  hink about your social contacts they may have friends or colleagues in the industry M  ake an effort to go to meetings, events, regional cluster groups, festivals

Dear [NAME] (find out the best person to contact. Dont just rely on trade directories which can go out of date quickly)

Paragraph 1
Say something positive/interesting/relevant about their company: I was interested to read, in last weeks Broadcast/Edge/BJP about the new work you are doing in the [NAME] sector... Or At a recent meeting, I had a very interesting conversation with [NAME] and s/he suggested that the experience I have gained with (NAME of other companies) could be of interest to you... Or Ive noticed on your website...

3. Making speculative approaches

How can anyone employ you if they dont know that you exist? Making speculative approaches to companies, showing that you have done your research and know about their business can be very productive. Again, have a look at companies websites.

Paragraph 2
Introduce yourself in a positive way eg As a freelance [JOB TITLE] I have worked on a variety of projects, but I am increasingly committed to the [TYPE OF PRODUCTION/ PROJECT] where I feel my particular skills and knowledge [ELABORATE...] are used to the full. In particular, the experience I gained during [EXAMPLE] could be relevant to the type of commission/work your company specialises in.

Establishing contact: A suggested outline for a standard letter

Your aim is to set up an introductory interview by sending a small number of letters or e-mails and short CVs (probably no more than 10, and not all at the same time) to people that could be interested in your skills and experience. Scattergunning standard letters is not a good idea. It is important that the recipient feels special; otherwise they will put your letter in the bin.

Paragraph 3
Dont ask for a job, ask to meet, eg I would welcome the opportunity to meet you, or one of your colleagues, to find out more about your plans for the future, and discuss how my skills and enthusiasm for your work could contribute to the continuing success of [COMPANY NAME] in the future. I attach a CV and look forward to hearing from you [and remember to follow up yourself]. Yours sincerely.

Also available in large print, Braille, audiotape and PC formatted disc formats.

Helpline Numbers:
England & Northern Ireland 08080 300 900 | Scotland 0808 100 8094 | Wales 0800 0121815 You can also access the service via Typetalk - 18001 08080 300 900 or Minicom - 08000 568 865

www.creativeskillset.org/careers

Preparing for and managing meetings

Setting up meetings takes a mix of courtesy, common sense and business-awareness. You will need to follow through from your letter and send out a clear and positive message about what you could contribute to their team. Prepare for your meeting: Think about what you want to achieve S  uggest a mutually convenient time and location eg in the workplace or a social setting M  ake sure you are familiar with the companys work and have something positive/interesting to say about it. View/listen to a representative sample and check their website. At the meeting: T  hink customer focus and gear your answers to reassure them that you would be an asset: eg Q. Why are you interested in working with us? A.  I think I could work well with your team the skills and experience I gained on [NAME of production/shoot] are similar to your production/presentation style. Because I think it would be interesting.

4. Other forms of personal marketing: things to keep in mind

B  usiness stationery headed paper, business cards, compliment slips, invoices etc essential to convey a professional image. If possible, have them professionally designed A  dvertising in the trade press/trade journals not usually very productive for individuals Direct mailshots again, may not be productive for individuals P  rinted brochures expensive, and can be less effective than letters Showreels keep them short (about 3 minutes) P  ortfolios make them relevant to the client with sufficient recent examples of your work S  elf-presentation people make quick judgements at meetings. Dress appropriately to show that you take it seriously  Christmas cards very useful for keeping in touch

5. And finally
In this business, maintaining personal contacts and networking are vital. Keep in touch with your contacts even when you are not looking for work. Ask about their current projects and future plans. Be prepared to do a few favours it often pays back. Above all, keep positive!

Not

A  lways ask the person you meet whether they can recommend you to other sources of advice, and if you can use their name in any approach. A  lways thank them for their help. Follow up with a thank you after your meeting.

Also available in large print, Braille, audiotape and PC formatted disc formats.

Helpline Numbers:
England & Northern Ireland 08080 300 900 | Scotland 0808 100 8094 | Wales 0800 0121815 You can also access the service via Typetalk - 18001 08080 300 900 or Minicom - 08000 568 865

www.creativeskillset.org/careers