What WeWork’s former head of social media has learned from running a job board for women throughout the pandemic

In the fall of 2019, WeWork laid off 1000’s of staff as the enterprise that will finally spawn a juicy documentary crumbled. Lia Zneimer, who served as WeWork’s head of social media, wasn’t laid off. But as she watched her former colleagues—many of whom have been women who’d held advertising and marketing positions at the firm—look for work, she needed to assist; she felt as if they have been “scrappy, resilient, proficient individuals who truthfully may flip hay into gold.” That’s how The MarketHer, a e-newsletter that curates advertising and marketing jobs for women, was born.Through The MarketHer, Zneimer needed to make it simpler for her former colleagues to seek out alternatives. Plus, it was a aspect hustle that allowed her to flex expertise exterior social media. Since then, the e-newsletter has expanded exterior of the WeWork bubble—now, anybody who works in the advertising and marketing or artistic industries can subscribe to the e-newsletter or submit a job opening. According to Zneimer, she hasn’t monetized The MarketHer or its web site but, although she informed Marketing Brew she’s engaged on some doable income stream alternatives. “It actually began from a place of desirous to do good and provides again not directly. And so it is simply me. It’s a time-consuming course of at the second, all accomplished by hand,” Zneimer defined.The MarketHer has advanced into a group the place Zneimer and her friends discover the finest women for the jobs out there. This includes introducing job seekers to employers and highlighting women on the hunt for employment by way of The MarketHer’s web site. Much of her position includes chatting together with her community to seek out open advertising and marketing positions, which means Zneimer has seen what jobs have been in style pre-pandemic, what varieties of positions took a hit, and which of them are coming again…or being invented as we communicate. Marketing Brew sat down with Zneimer to study extra about hiring developments she’s seen throughout the pandemic and the way distant work has impacted advertising and marketing alternatives. This interview has been calmly edited for size and readability.Marketing Brew: You began this article earlier than the pandemic started. What are some of the hiring developments you’ve seen throughout the previous 12 months, significantly as they pertain to women?Lia Zneimer: I’ve seen an elevated concentrate on hiring women particularly seeking to get again into the workforce after sacrificing their careers with the intention to present full-time childcare throughout the pandemic. There’s extra generosity in phrases of understanding gaps on resumes. I believe employers have extra empathy than they did in the previous.MB: Tell me what the e-newsletter’s proven you about how advertising and marketing trade roles have modified throughout the pandemic. LZ: As layoffs started extra broadly over the course of the pandemic, out there advertising and marketing roles positively noticed a lower. But they bounced again extra rapidly than a lot of different industries. There was simply this want for storytelling throughout the pandemic. So many advertising and marketing roles have the luxurious of being distant jobs that may be accomplished from wherever, which is wonderful. The distant work motion actually enabled folks to use for positions that they may not have in any other case had a probability to. I’ve seen a enormous improve in the quantity of roles that provide distant flexibility, extra flexibility than what I used to be seeing in 2019 when the e-newsletter first began. Back then I used to be tremendous conscious of making an attempt to incorporate roles based mostly in cities aside from New York, LA, and San Francisco. At this level, it is a very even cut up in the case of distant alternatives. MB: You talked about that firms are making a concerted effort to rent women who left the workforce as a result of of the pandemic. Can you share an instance?LZ: One of the firms that I’m that includes in an upcoming version of The MarketHer is doing this wonderful factor: They are purposely and deliberately hiring women who do not essentially have conventional backgrounds of their trade. They’ll present the coaching and the assets wanted with the intention to achieve success in these roles, serving to women get again on their toes post-pandemic, which I believe is actually cool. I do assume we would see extra of that as the world comes again from this previous 12 months. Overall, I’m positively seeing firms make extra of an effort to be inclusive of women and of varied way of life modifications. MB: Do you will have any means of gauging what number of women are trying for jobs proper now, versus throughout the peak of the pandemic? LZ: I seen a spike in subscriptions come November 2020 via March of 2021. It began out with a surge of subscriptions, then trickled off a bit, then boomed once more in This fall. I used to be really type of stunned by it as a result of I really feel like a lot of firms pre-Covid have been hesitant to rent in This fall, given funds constraints and whatnot. But I really feel as if it was of us making an attempt to get forward of the 2021 New Year’s decision job search bandwagon. MB: What was the most typical criticism from women in the advertising and marketing trade looking for jobs earlier than the pandemic? LZ: Pre-pandemic, I believe a lot of basic job search frustrations stemmed from not feeling like there was a hand crafted or curated course of. It simply felt like blindly making use of to firms via LinkedIn. You hoped you knew somebody who labored there that you would attain out to, however it did not really feel as private. MB: And how did these frustrations change throughout the pandemic? Were they ever addressed?LZ: There are some actually wonderful advertising and marketing job looking assets which have grown and are available from this. The want for companies or newsletters like The MarketHer or firms like Teal has elevated. I hope there are extra firms like these that come about. I’m going to be actually curious to see how that unfolds, and truthfully, how many individuals wish to return to the conventional 9 to 5 in an workplace, now that they’ve had a style of one thing totally different for a little bit. MB: Did the pandemic have an effect on the varieties of roles listed in The MarketHer in phrases of seniority? LZ: People began making profession modifications out of necessity, not selection. There was an fascinating shift: Because so many of us have been out of work, extra senior candidates utilized to issues they have been in all probability overqualified for. It precipitated a chain response in phrases of making it tougher for a youthful set of folks to get their foot in the door. But a stunning factor that got here out of it’s the indisputable fact that a lot of of us determined to go unbiased, or begin freelancing, or begin their very own companies in the wake of Covid-19. It led to a kind of rebirth.MB: What varieties of jobs have you ever seen changing into more and more out there in the previous 12 months? LZ: The two that come to thoughts are associated to occasions and TikTok.There had been fairly a few occasion roles out there in late 2019, early 2020. And then they fell off for a number of months—folks have been simply not hiring for occasions. And then there was a little bit of a surge with digital occasion planning. Those roles are positively on the rise once more with Covid-19 restrictions lifting and people getting again to actual life occasions. Another one which’s been fascinating to see unfold over the course of the pandemic is the particular want for TikTok content material creators. That was positively not one thing I’d seen when the e-newsletter first began in 2019. Those TikTok roles are nice for these of their early twenties trying for a foothold in the social media advertising and marketing area. MB: What’s the greatest problem for women in the advertising and marketing trade proper now?LZ: My hope is that firms will take salaries critically for women and produce them as much as par with what males have made for so lengthy. 

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