While some people have had a well-defined career path from a young age, the majority go through school (and in some cases university) clueless to what they want to be when they grow up. It can feel like wandering through a maze of endless, overwhelming options. To add to the confusion, there are often multiple pathways to securing a dream job, so it is often hard to weigh up the pros and cons of each route available – for example securing an apprenticeship compared to going to university.
That’s why educating young people on all the opportunities available to them is invaluable. Having the time to ask questions from people who are actually in the working world can be really beneficial. It allows students to be curious about different career paths, ask questions about day-to-day roles and interrogate what is really important to them. Do they want to travel with work? Do they want to work in a team or independently?
Here at Wild Card, engaging with the younger generation is something we see as imperative. After all, they are tomorrow’s employees, clients, and leaders.
We want to shine a light on a part of marketing which is often overlooked at GCSE and A Level: the world of PR. It is a fascinating, fast-moving and creative industry which has a host of opportunities across a variety of sectors – from heat pumps to hotels (and that’s just within our own client portfolio!).
So, we have committed team time to engage with schools and students because we can see the power behind these conversations. From attending Business Breakfasts and Women in Leadership Events to giving talks directly to business students, we hope to open eyes to the world of PR and ignite conversations. We have been blown away by the curiosity and enthusiasm of the students we have spoken with so far.
But it’s not just about what we can offer them; it is also about what we can learn from them. We work with many brands who are looking to target Gen Z, and for us to create and deliver a successful PR strategy for this, we need to be able to get under the skin of what is important to this generation. Alongside our engagement with schools, we also have set up our very own Gen Z task force who give us insights into what is trending right now.
Opening up these conversations has allowed us to understand what matters most to this generation, from the brands they are engaging with on social media to their preferred media channels (hello, TikTok!) and brand values they align with.
By listening, sharing and learning, we hope to inspire the next generation, and just maybe help start the career of the next PR superstar.