Every once in awhile, I’ll take a look at Career Builder or Monster and see what kind of jobs are being created that are directed related to social media. There are so many companies and organizations using social media as part of their overall marketing strategy.
One thing I have noticed is that some companies are really stretching the requirements for these positions to unreasonable limits, particularly those that are requiring a Masters Degree in Marketing in order to be considered.
It led me to share this tweet:
The tweet received support from Austin Lee. John Saddington made a good point when he wrote:
There were jobs I saw where social media was part of the overall responsibilities of a job as Marketing Director and surely a higher education requirement is perfectly reasonable. But, I saw several jobs where it was merely the red meat of social media – Twitter, Facebook, Blogging – was the focus of the position and the masters degree was still required.
Then I saw a tweet pop up in my timeline where I was kind of taken aback. It was from Ed Stetzer:
He followed up with:
I wasn’t sure why I was the subject of such ire until I saw that Lifeway (where Ed works) is looking to hire a social media strategist and yes, as Ed told me, the Masters Degree is preferred.
While Ed may construe my tweet as me just “foolishly blurting” on Twitter, I was merely making an observation (Believe me Ed, it was not personal!). One that I stand by. And here’s why:
1. Social media marketing is unlike conventional marketing. It’s completely different. I personally know people that can devise amazing print marketing campaigns, radio campaigns and television campaigns. But they’re clueless when it comes to social media. It’s a different animal altogether.
2. Social media as we know it did not exist just 5 years ago. Facebook for example, just passed the 5 year anniversary of when it opened its service to anybody over the age of 13 with an email address. Twitter did not launch until 2006. Even YouTube, which seems like it has been around forever, is only 6 years old. What advantage does a masters degree in marketing received ten years ago offer especially when taking into account, point 1?
3. By requiring a Masters Degree, companies are missing out on a wide pool of talent. I know people without these requirements that could run circles around those who do when it comes to implementing a social media strategy.
In fairness, my viewpoint could be clouded by the fact that I am somebody that doesn’t hold a college degree. It’s something that I regret. But it seems to me work experience is often given a back seat to a degree. I’ve worked in IT and third party logistics/supply chain management for the last 14 years. I would be astounded dealing with people who would have a BS in Global Supply Chain Management who didn’t have a clue how to move a load of pipe tubing from Point A to Point B or couldn’t understand why an LTL (less than truckload) shipment of bricks cost less to move than a load of light bulbs (it has to do with classification and dimensions). How about showing somebody with a degree in computer science how to format a Powerpoint presentation? I’ve had to do that.
So, I want to hear from the community.
Is my viewpoint fair? Or is my judgment being clouded by my own personal experiences?
Would you require somebody to have a masters degree in marketing to handle a social media campaign or to be a social media director?
James Brooks says
In this line of work I don’t give a crap about whether you have a degree or not. It’s about who you are and what you can do…..
Jonathan Gardner says
Agreed. I’ve met many people with multiple degrees in communications, who do the job worse than someone with a GED; and sorry Mr. Stetzer, but “education” doesn’t make you any better at not tweeting or posting foolishly!
Andy Darnell says
I saw that exchange, and honestly wondered if you were actually talking about Lifeway or it just happened to be another coincidence.
I agree, You’re missing out on a lot of talent with the requirement.
In a lot of cases that I have personally seen, those with masters degrees in marketing were and are VERY SLOW adopters of social media. That’s why they started out hiring interns to come in and run the social media channels and teach C Level execs on what Social Media was.
ThatGuyKC says
I think #2 is your strongest point. The requirement of an MBA is just a natural progression. Pretty soon you’ll need a PhD to work in a call center.
While I think each scenario might be different you make a good case that just because someone has a degree doesn’t make them good at their job or more intelligent.
And don’t even get me started on the PowerPoint. I’ve suffered death by bullet riddled slides too many times.
That all being said, I do have an MBA, but it’s the combination of the degree, work experience and creating a niche as a linchpin that will lead to success.
However, interestingly enough, I don’t have a high school diploma or even a GED. 🙂
Eric Dye says
Nor do I.
Djs says
I would go a little farther than say it’s stupid. I would say the ad should read “Those with a Masters Degree in Marketing Need Not Apply”
If your assertion that social marketing is a whole new beast is true (I think it is), then the implicit “doctrine of success” taught in any degree is likely to be a hindrance.
In the case of the marketing of the past, it seeks to create a visual image and visceral response in it’s audience – at arms length and on long time cycles. Social marketing holds the expectation that it can, when necessary, be much more centered around authentic interactions with the message bearers on very short time cycles. The old school is a like a “General planning the war well behind enemy lines” while the new school is like a “Soldier fighting the battle in the trenches”
Every person is an individual and it is VERY possible that many who hold Master’s degrees have awesome talent and flair and just wanted the paper to get past the resume gauntlet – but then, formal school in both it’s execution and it’s resultant indoctrination is largely about “qualifying for various and sundry gauntlets of life” using objective measures and credentials. Explorationists need not apply.
Dave Shrein says
I think requiring a degree for many fields is ridiculous. Let’s take being a pastor. So many churches are looking for a bachelors degree but for what? If one had a bachelors degree in mathematics does that somehow qualify him more to be a pastor than someone who interned under a pastor for 7 years (3 more years than a degree)?
I think a lot of times church leaders put far too much trust in a university system with is systemically flawed rather than looking for candidates who demonstrate a proper command of scripture. I know all would say that the latter is the most important. If so, why make the decision to only interview candidates who have a degree.
There is wisdom in education. I just think there are some avenues that are better for education than a four year $100,000 university degree.
austinklee says
You’ll have to excuse Ed…he was too busy pointing out the speck in your eye to realize his response was “blurty”. I guess his position doesn’t require as much education.
Ben says
+1
Eric Dye says
Touché.
Adam Lehman says
Interesting, but Tim Ferris’s blog just featured a guest post on how to “hack” the job search world. Pretty solid steps there. Anyone who’d spent the effort in that manner would be much more valuable hire than someone with a degree.
Here’s the Link: http://www.fourhourworkweek.com/blog/2011/09/29/8-steps-to-getting-what-you-want-without-formal-credentials/
Kyle Reed says
that post was spot on
Loved how he talked about jobs using education to weed out people. That shows you right there how people view education and the use for it.
Jason says
Sometimes I think those requirements are there solely because the hiring director wants to make it easier on themselves and lessen the candidate pool before they have to work on fulfilling the job.
I know many people who could knock a job out of the park who never get a sniff because they don’t have a degree or have the “right degree.” It’s as if employers don’t want to hire the best person for the job anymore.
Just like that Lifeway ad…they very likely will not hire the best person for the job but the best person who fits their “preferred criteria.”
Kyle Reed says
As someone who just got a full time job in communications at a pretty legit org I seriously have my doubts about education.
I have a degree in youth ministry. I never took a class on marketing. I took preaching classes and greek classes.
But I think in a lot of ways companies miss it because they don’t want to do the work of looking for legit people, instead they want the system to do it for them. So education is the the thing that does the work. If you have the paper then you can be considered. They make big decisions about big jobs all based off the idea that someone went to school.
Just doesn’t make much sense.
Great thoughts Jay