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.