Charting New Territories | How Immigrant Marketers and Fresh Graduates Can Navigate the UK Job Market
Femi Falodun, DipM MCIM Chartered Marketer
For international marketers looking to build a career in the UK, the path can be both exciting and challenging. I spoke with four immigrant marketing professionals who have successfully made the leap to share their experiences and advice that may be useful for other marketers following in their footsteps.
These insights can also be useful for recent graduates from the UK looking to kickstart their marketing careers.
Starting Out: Finding That First Opportunity
Dumebi, 23, a Marketing Executive from Nigeria, emphasises the importance of persistence when job hunting. "I submitted over 300 applications," she recalls. "I also attended job fairs and worked with recruitment agencies, sending my CV to them."
This persistence is echoed by Ammu, a 27-year-old marketer from India working in the IT sector. "It took me 4-6 months to get my first marketing job," she shares. "I applied through LinkedIn and also portals such as TotalJobs. I might have sent close to 100 applications before I received my first offer."
For Justyna, 34, a Senior Creative Producer from Poland, the journey wasn't as straightforward. With a background in media and film, she initially took a job in telesales while building her portfolio through freelance work. "My advice: consider niche sectors where competition is less intense, and where wearing multiple hats is common, allowing for broader learning opportunities," Justyna suggests.
JT, 32, a marketing and management consultant from Ghana, found success through targeted programmes. "10,000 Black Interns and Bright Networks were key in helping me secure my first role," he shares.
Leveraging Education and Skills
All four professionals highlight the importance of education and skill development. Dumebi credits her Masters degree in international marketing as giving her career the biggest boost. Justyna emphasises the value of diversifying one’s skills: "I've tailored my CV for different roles and consistently sought to take on responsibilities beyond my official job description."
Ammu offers a unique perspective on leveraging overseas experience: "My previous work experience from India is probably what has given me the biggest boost because it meant organisations could hire someone with few years of work experience but at the pay that a fresh graduate might receive in the UK." This insight suggests that while overseas experience may not directly translate, it can still provide a competitive edge when combined with flexibility on remuneration.
JT adds a sobering note for those with overseas experience: "Your prior experience means very little. Experience in the UK is what counts." This underscores the importance of gaining UK-specific experience, even if it means starting in entry-level positions, internships or volunteer roles.
It’s also worth noting that all four marketers possess Master’s degree qualifications from UK universities.
The Power of Networking
Networking emerges as a crucial factor across all accounts. "Always network with people," Dumebi advises. Justyna's experience bears this out––she secured a role at an advertising agency by networking on location during a temporary film production gig.
JT emphasises the role of cultural communities in providing career boosts, alongside networking. For international marketers, tapping into these social community groups can provide valuable support and connections, particularly for minorities.
Adapting to UK Marketing Culture
Understanding and adapting to British culture is crucial, especially in marketing where communication is a core part of the job. Justyna notes, "The UK's unique sense of humour plays a big role in marketing here; brands like Nando's with their 'cheeky' tone of voice are great examples of how a well-crafted message can resonate with the audience."
Ammu highlights a positive aspect of UK work culture: "I love the lack of hierarchy here and how I am free to make creative decisions without having to wait on multiple approvals. Although I assume it might be different in bigger companies." This flatter organisational structure obtainable in smaller firms and startups can be particularly empowering for those coming from more hierarchical work cultures.
Navigating Challenges
All four marketing professionals highlighted different challenges they’ve had to deal with on their journeys. For Dumebi, visa requirements posed a significant hurdle: "Needing a work visa to progress my career" was cited as a big frustration.
JT pointed out the pay disparity between agency and client side work: "Low pay in agencies means you get smaller rewards for the really impactful work."
Justyna warns about the unpredictable nature of the industry: "Expect the unexpected: Marketing is a fast-paced, ever-evolving field. Projects can be cancelled or drastically changed at the last minute, sometimes due to factors completely out of your control."
Ammu adds an important reality check: "I wish I had been told that most people with experience from other countries might have to start at entry level especially in marketing roles." This underscores the need for realistic expectations when entering the UK job market.
Looking Ahead: Advice for Newcomers
For those just starting out, the four marketing professionals offer these key pieces of advice:
● Gain UK experience: Consider internships or entry-level positions to build your UK portfolio.
● Network extensively: Attend industry events, join professional associations and organisations like the Chartered Institute of Marketing (CIM), and connect with fellow marketers.
● Be persistent: Job hunting may take time, but persistence pays off.
● Adapt to British culture: Understanding local nuances will help you engage and communicate more effectively with stakeholders, while also delivering value in your primary job role.
● Develop a diverse skill set: Be ready to wear multiple hats, especially in smaller companies or agencies.
● Consider niche sectors: Look for opportunities in less competitive areas and specialisations where you can gain experience.
● Be flexible: Ammu emphasises, "The most important factor is the candidate's willingness to be flexible and try on new hats."
As Justyna puts it, "For mid-level professionals, it’s best to focus on building your personal brand, finding a niche, and staying up-to-date with industry trends. Joining professional associations can be particularly valuable for networking and establishing yourself in the industry."
JT offers a final piece of strategic advice: "If you want experience, join an agency. If you want money, go corporate."
Ammu concludes with a balanced perspective: "It really helps to have some experience under your belt before starting out but please be aware that you might have to start from scratch at entry level and work your way up."
While the path may not always be smooth, these stories show that with persistence, adaptability, and a willingness to learn, immigrant marketers can successfully navigate the UK job market and build thriving careers in the industry.