View from the Top

Every issue, we talk to an executive who gives us their personal view of recruitment and HR in relation to their particular industry sector. Here we talk to Gemma McCartney who is a Talent Director of Weber Shandwick, a public relations agency. Gemma manages the recruitment and resourcing needs for PR and media clients such as Golan House, Future Brand and WS. For our inaugural issue, she gives us her take on the media industry from a graduate recruitment viewpoint.

What is the main challenge facing graduates entering the PR industry today?

As you might imagine, the PR industry is no place for shrinking violets; it thrives on interaction confidence, ability and enthusiasm. It's also open and receptive to good ideas and good people. Of course, getting a job in this sector is correspondingly more competitive as it is almost a glamour industry and has always been perceived as such. The good news is that the industry is in good health and has always looked to nurturing graduate talent. What's more, it is not as elitist as some people seem to think. We take graduates with good 'redbrick' degrees so perhaps we can change that perception a little in this piece.

Notwithstanding the particular skills for a particular role, what chief characteristics do you look for when recruiting graduates into PR?

Naturally enough, the main route into the industry is through graduates who have strong communications and word skills. Graduates often come with good degrees in History, English Language and Communications, but it's the grasp and use of language and interest in the industry that's equally important. Those who've been editors of student newspapers, taken a role on student radio, written shorts stories or worked on newspapers are generally already demonstrating they have what it takes to communicate. Don't forget, PR has widened far out from press releases and launches - nowadays it takes in the whole digital spectrum of blogging, podcasts, internet, networking sites, plus, of course, traditional radio, TV and press.

What are the overall challenges or opportunities for recruitment within the PR industry in the UK?

The industry, especially some of the leading agencies that I represent, undertake a heavy investment in Protégé Schemes, taking on talented interns who are placed as assistant account executives - and paid for the duration of their experience, often for three months at least. As these are paid schemes, it does mean that the competition for these places is high.

What trends do you see emerging in your industry which will have a bearing on the recruitment marketplace overall?

The PR industry has traditionally taken on journalists and broadcasters but there has been a trend emerging for graduates with specialist subjects to come and use their detailed knowledge in a PR context. Pharmaceutical, ethical healthcare and IT knowledge, for example, enables a PR agency to bolster its 'technology offering' to its clients.

Do you always take up references?

Yes, always. Usually during the recruitment process.

What methods or systems do you use to access candidates? (E.g. psychometric testing, etc.)

We use the Thomas System - a personality profiling tool which tends to analyse the personality preferences of the individual. There's no such thing as a bad profile, but it tends to reveal where strengths and possible weaknesses can lie.

How do you go about conducting your interviews?

Personally I like to see people who have researched and prepared. People who have given some thought to the job. A good CV without typos is also a must. This is PR after all. And never forget, first impressions really count. You can't redo a first impression. It's massively important to get it right.

Why should someone consider a career in PR?

PR is a bright, busy industry and it's on the up. Ways of communicating are more varied and more subtle than ever. It's a great place to be so it's worth making the effort to be a part of it.