What's In a Name?

That which we call a rose by any other name would smell as sweet. Or would it??

I've accepted the official offer from Google to join their events team in the marketing department for 6 months in EMEA Events (Europe, Middle East and Asia). I was also offered the internship with ThinkJam for the same amount of time. Af first the choice seemed obvious, and I immediately accepted Google's offer without much thought to the matter. Later, I began to consider the factors that informed my decision. What about the Google name is so powerful that I would not even consider an internship in the original industry that I sought out (online marketing and PR)?? Why is branding so important to me while navigating a career in the Cultural and Creative Industries?

I believe that it all comes down to Helen Blair's concept "You're only as good as your last job" (2001). In her paper concerning the labour process in the British Film Industry as it relates to all creative labour practices, Blair discusses the changing nature of work and the ramifications for the future of creatives. Blair argues that work is becoming increasingly project based with short-term groups completing specialized tasks and then moving on to various projects. She states "people need to continually re-secure work and maintain positions within groups and contacts" (2001, 8). Because this working culture has become increasingly competitive, labourers often feel 'you're only as good as your last job'.

In considering my decision about Google, I believe I was greatly influenced by the importance of a large brand name. After my MA program I hope to stay in the UK and earn a working visa, and the only way to do this will be through great recommendations from my previous employer, or my 'last job' as it were. While a recommendation from ThinkJam may have been useful, a recommendation from Google, whose brand carries such prestige and power, is invaluable. Although the quality of my work will of course be important, when I next send my resume to a recruiter or HR team, the Google name will immediately stick out in the sea of resumes. Thus, we can clearly see the (sometimes unjust) reality that a name can carry significant importance.

Does Size Matter??

This week I've thought a lot about the differences between large corporations and small independent companies in the creative industries - how, as a creative worker, should I decide which type of environment is right for me???

I've had two interviews with two very different companies over the past 10 days. A third interview at Google, where I've met with Human Resources, the head of the events department, and the VP of the events division, went extremely well. I've received a call from HR and they are going forward with my application. On the other hand, I've had a second interview with ThinkJam, a small independent marketing company who handle viral online campaigns for film companies. The interview process at these companies was so different, and I think very representative of each organization.

At Google, everything is structured - there is a definite hierarchy to be followed in terms of the interview process and an applicant must make their way up the chain, so to speak, and impress each person along the way. Now that I've done this, I am being asked to compose a document about myself - a history of all of my academic achievements, leadership ability, outside interests and general 'things you should know about me' from high school through today. This document will then be presented to an Internship Board which must approve my hiring. Thus, an applicant for this internship must not only impress human resources and everyone in the department to which they apply, but also an anonymous 'board'.

In contrast, at Think Jam I've met with two people - the head of online PR and the director of online PR. The meetings have been informal 'get to know you' sessions rather than typical interviews. The general feeling around the office is youthful and laid-back, yet very busy.

Coming from a background of working at big corporations, the idea of a small indie company really appealed to me and interning with one was my original goal. The corporate structures in a large company often impede creative outlets - hierarchy takes precidence over imagination and power struggles abound. But in that same vain, as a creative worker, you have much more stability and support at a large company. The smaller indie, in this case Think Jam, is constantly pitching projects and trying to find new business. Work is precarious and unpredictable here, whereas at a company like Google, business comes in at an alarming rate and stability is unquestionable. As a creative worker, it is so difficult to decide what kind of company will suit you best. In the end, I don't believe there is a right or wrong here - both types of company have different things to offer and at such a competitive time, you are lucky to find work in the industry at all.