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Nikolas Hoenig is an online marketer. All texts by Nikolas Hoenig.

Job profile! Career changer in marketing: Successful despite long-term studies

A friend asked me to share my social media experience on the Facebook- Apply a friend's appearance. In fact, I was able to motivate myself and wrote her a few ideas. Nothing came for days. I thought the mail had ended up in the spam folder.

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Vocational choice after social studies

But when you read these lines, you know that she has still answered and what was her thanks. Once again a proof of what networks are good if you are always ready to give without thinking of your own benefit. Let's see what you can implement from the suggestions.

A little story at the beginning is nice but actually I wanted it Career choice dedicate it to a social science degree, or even more abstractly: experience. Because according to my perception, this is exactly what a lot is about at the moment! At university it is about being able to write down or articulate knowledge experiences, on the part-time job market it is about the chance to acquire and use it and in the social web generally it is about being happy to pass it on - otherwise it would be Items probably never emerged.

Who can combine well, has learned that I am not yet directly and the entry-level job. Or is it? Difficult question. A few days ago, I finished the final exam. After 16 semesters, the Magister circle closes with interesting but partly uneconomic findings on political relationships, participation in the political system, perception of risk, further development of the rational choice model and analysis of society through changes in working practices and (online) networking.

Oh God, a long-term student!

16 semester? Social Sciences? Are you a long-term student? It seems so damn it goes faster than you think! What do you do with your studies? Hoping or entering? Those who hoped were not all lucky. Those who are present, be it party or federation, club or university, have it better but both was nothing for me. Too naive on the one, too fixed, bureaucratic or theorielastig on the other.

Even though the status as a student provided enough security in the beginning, I began to look for part-time jobs after the lengthy basic studies, which at least provided insights into the normal professional world and answered questions about them. Some still believe that you do not become unemployed as an academic.

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The note is not the most important

My worst oral exam (3,0) commented on that Professor recently with the words: “All in all, you're still on the two. Stay focused. With a satisfactory degree, the job market becomes difficult. Keep this in mind when doing your thesis. "

A year ago, I probably would have absorbed his words like a sponge and written a great thesis that met the needs of a scientifically minded person Professor satisfied or better "good" satisfied. Now the grade is no longer the most important thing for me. I made my experiences. A nice feeling when you have the impression that you have a better assessment of the situation than that Professor.

Have fun as a career goal

The probability of unemployment is less than five percent. One can systematically grasp experiences and quickly get involved in new topics, which seems important. But you also want to do something which is fun, this statistics says nothing. These very essential qualities will become even more important in times of lifelong learning. A necessary tribute in times of a generation (always) -on (line) and innovation cycles, which are faster than the site setup with an 14.400 modem!

Anyone who still knows that should smile now. Or brooding. Because such times are actually predestined for a degree that promotes these "basics" such as structured thinking, quick familiarization and imparting deep knowledge in the basic area as immediately applicable skills, which after three years in the job at the latest with the first Further education are outdated. Generalists to the front! Actually.

Supposedly rapidly deployable workers vs. innovation

Unfortunately, some do Company prefer a workforce that can be deployed immediately and that works. The fact that this is done at the expense of process optimization, better adaptability to new processes and innovative strength seems to be economically insufficiently scalable to be able to implement it.

Experiences with software, experience in the operational area or experience in project management are required and increase the job prospects exorbitantly. The only thing that is silly is the fact that the knowledge that is conveyed in the social sciences consists rather of social structures and human behavior rather than English terms which attempt to express supposed market principles or routine procedures for machine constructions.

Classic student jobs at prestigious companies

That's why I got a taste of classic semester jobs at Daimler and Behr, a trip to the door in the nightlife and a € 400 office job in a notary's office for the first time at a freelance agency. Small medium-sized company in what was then a growth market. Then I was a “junior researcher”.

If someone reads this blog via 50: I helped experienced people searchers in the search for good IT specialists for free project sites in companies. I asked CVs, looked for suitable candidates on Xing and Gulp and had the impression for the first time of a side job that gave an insight into a possible career.

Flexible employment on the advance

Flexible forms of employment are on the rise. Companies want to keep their workforce more flexible in more volatile markets, a market-logical behavior. The impact on society is ambivalent. But in the mediation of freelancers who sometimes pay hourly rates where even uni-ProfessorThe risk of self-employment or constant insecurity was well paid. A fair deal.

My limit was clear: Send construction workers to the construction site for € 6,80 gross per hour and if you don't like them again tomorrow cancel to be able to, I will never do. Freelancers who can sometimes make a princely living from it: No problem. Is it just that you can choose your job in HR management? I always had a look at the student job offers. After a year as a researcher, I discovered a job with a graduate agency in applicant marketing.


A little more creative, why not? Although not paid better, the challenge appealed to me and I switched. The job was more demanding. The good thing is that you learn a lot and the demanding thing that Ego promotes.

Not that I had any problems with it, but an improved basis for discussion compared to economically-oriented students, since you also do something “right” on the side and there was a growing arrogance towards copying “student assistants” whom you could accuse of never having worked properly Partly the hourly wage of less than ten euros. Because more with every monthly statement, you noticed how cheap you were doing work as a student. Anyone who has ever seen the ancillary costs of a normal employee can confirm the difference.

Knackpunkt Dresscode

On top of that, there was the dress code. No, I don't mind suits. I don't have to wear one every day to feel good, but I don't find it generally stuffy either. Only with this one Payment and walking around like a salaried banker every time with very rare customer contact slowly struck me. Especially since I sometimes had to go to university after work and everyone looked at each other imagine can when you see a student in slacks and shirt. I hated her myself!

But go looking for applicants for well-known companies and a social mediaConcept ABC School Joke Oud It was interesting to be able to develop and implement. Of course, database maintenance, customer service and administrative activities were also part of the scope of work, but all in all, I made my experiences.

Then came the crisis. The social media project had just been successfully completed when it caught the first permanent employees in their probationary period and as the Manager asked me in, it was already clear what was coming: great work but easier to terminate than others. Hands tied. I took it sporty. I was still a student and it was just a part-time job.

Experience, experience, experience!

Still, gained further experience: Marketing is more creative than pure research. The combination was fun! Why not go two ways? On the one hand, I looked in the human resources department and, on the other hand, in the marketing area.

Theoretically, the course gives something for both disciplines: knowledge about social groups and their regularities, structure and identity formation as well as milieu research and decision-making models as development the classic cost-benefit model of economics help enormously in marketing.

What are my strengths?

I know a great deal about work at an abstract level: the erosion of the standard employment relationship and the development towards a workforce entrepreneur who no longer offers their work potential but their job performance. And for that you need applicable experiences. Only: which ones do I have?

In addition to the general university advantages, perhaps an expanded vocabulary, ability to express yourself, internet affinity, office experience, online searches, creative marketing ideas? Would others have done the marketing concept better? I don't know, but it sure wasn't bad. Of course, I successfully completed a workshop on online surveys, a didactic seminar to convey European content to schools - also nice. It was time to saddle up on these experiences.

I had a job interview with a large temporary employment agency, which meanwhile also had a subsidiary in order to be able to serve specific market segments, especially in the qualified area. I received two ladies. After the initial small-talk questions about finding out, which is not that easy, and the weather, they wanted me to tell them something about me.

Fauxpas in the interview

No problem. While I was talking like that, I noticed that the last interview was much more relaxed, which was due to the non-resigned position at the time. After my introduction, one of them wanted to know if I had completed a writing course. The question puzzled me, but I replied “No, but I've already written some homework, which is why my writing speed should be above average.” “So none.” She summarized my statement. "No." and wondered why she hadn't included the writing course in the job advertisement right away.

"What could you imagine negatively with us?" That’s why I’m sitting here and not with your main company ”. The effect of the sentence became clear to me through the expression on the face of the writing course advocate. The other lady tried to appease "Don't worry, we pay according to the industry."

Creative application

The area of ​​responsibility (research, office support, making appointments, in the medium term also conducting job interviews) would have been interesting, but I was probably too open-minded in the formulation. Or just too honest? Before I could ponder it for a long time, I came across another student job on Xing: working student in online marketing. Another plus point: You shouldn't be conventional apply but come up with something original. So the boss was googled and facedebook-Message with an eight-liner in rhyme form:

I like beer ... no Hartz IV!

Ergo, if I wanted to
on your student job!

Marketing has always been my thing
try it out if I can do it again!

If you don't think now: "Total bull" - more information here:

Employment references and the rest under this address:

I'm gone now and I'm looking forward to it Feedback...

Looseness is rewarded

It worked. Looseness is rewarded in a creative environment! Although there again concessions made at the hourly wage and remained under the 10 € line but the feeling was good: No dresscode and a boss who was in search of the marketing idea, which cost little, took advantage of the new communication channels and struck big!

So I came up with a single campaign on StudiVZ, where selected men and women each received half of a coupon code and, by looking for a single of the opposite sex (and other criteria), could ask for their dream partner and / or the other half of the coupon code , Good idea, but it did not work. Another experience more.

uniebook-Marketing for the online shop

Since the online shop wasn't the new company's only project, we both quickly realized that some good ideas had to fail because we didn't get any IT resources. The boss left, a new one came. Younger than me But he got more resources and thanked them with a breath of fresh air: Regular newsletters that I was allowed to write. SEO and SEM were intensified. A facebook-Bought a fan page that was filled with blog posts about beer from me. Cooperations were initiated, marketing campaigns planned and implemented. I was and am right in the middle of social media marketing.

I came across another facebook-Marketing idea that has now brought me another part-time job. At an advertising agency. “Agency experience” seems to be important, so I'm curious what to expect from next week. Another experience for sure. All in all I have passed the exams with a “good” and now I have to do my master’s thesis. The last step in the university. I would like to combine science and business. Social media is suitable for that, I mean. The young boss has meanwhile also gone again and the new one still finds social media too difficult to grasp. The return on investment is still too low and you don't even know how the shop will go on.

Master thesis as a plus!

After all, I could still write my master's thesis there and would even be financially compensated, but I am drawn to new shores without tearing the common thread.
My experience makes me look to the future with optimism.

The master's thesis I now appreciate more important than the grades. I do not know yet what will come out. And I do not know yet whether the screen work in the social media area is not too monotonous, but I know at least once what a good working environment means what I do not want and where I already had experience.

Tips for graduates

Whether I am looking for a new company in which I can write the work or whether it is the old company, I have made the options possible because I was always open and the initial Internet affinity and the talent in the search for candidates brought me to Berberbermarkting from which now social media marketing became. A common thread is recognizable and experiences are also.

My tips to graduates: Open your eyes and sniff wherever you can. A good and fast conclusion is only half worth without the appropriate experiences. Find out where you want to go and not after studying. Perhaps the study helps to realize the reality so systematically, that one sees future markets or generally chances faster. Whether you want to work there, you should learn early. Literally.

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2 responses to “job profile! Lateral entry into marketing: Successful despite long-term studies ”

  1. Nikolas Hoenig says:

    My experience report about studying, secondary jobs and what it takes!

  2. Johannes Lenz says:

    LESSON: Despite the long-term study successfully: "On the experience it comes!" - Very interesting!2kXU2 by @SimoneJanson

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