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Value of Professional Development & Continuing Education in the Time of Mass Layoffs

Ace Hilliard, M.S., Hailie Rivera, Alyssa Spiel

Moderated by Jessica Wagner, PCM

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In the headlines

Layoffs peaked in 2020 with 41.7 million
15.4 million laid off in 2022
Retail, consumer, transportation and healthcare hit the hardest in 2022
102,000+ in tech companies so far in 2023

Twitter, 10% of workforce
Zoom, 15% of workforce
Twilio, 17% of workforce
Salesforce, 10% of workforce

Source: demandsage.com/layoff-statistics

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Continuing Education: What is it and do I need it?

WITH ACE HILLIARD, M.S.

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What is continuing education & how can it help me?

Refers to the process of pursuing additional education and training after completing a formal degree or certification program.

Assists with:

Staying up-to-date on trends

Developing new skills

Expand your professional network

Enhancing creativity

Increasing job opportunities and earning potential

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What does continuing my education look like?

Advanced degrees
Certificates and certifications
Informational interviews
Workshops & seminars
Books & lectures
Podcasts
Memberships to professional organizations
AND MORE!

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Well Mr. Smarty Pants, how do I know what I need?

Assessment + Reflection

Where are you in your career & where do you want to go
What are your strengths and what can be improved

Research + Strategize

Jobs/Career paths- what are positions asking for
How does your experience align
What sticks out that you can add to your knowledge/experience tool box

Plan + Execute

What does it look like in your day to day
What adjustments need to be made

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Proper Preparation Prevents Poor Performance

LinkedIn Learning Workplace Report - 2018

143 million workers in the U.S. have LinkedIn profiles; 20,000 companies use LinkedIn to recruit; over 3 million jobs posted on LinkedIn every month

Keep an updated social media profile (if you have one)
Maintain a running CV of all of your experiences, skills, education, etc.
Develop and nurture professional references
Clean up your digital footprint
Do not ignore emotional intelligence

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Let’s Connect!

Ace Hilliard, M.S.

Adult Career & Special Student Services

ace.hilliard@wisc.edu

https://www.linkedin.com/in/ace-hilliard

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What are the most valuable certifications, programs, degrees, etc. from a recruiter’s perspective?

WITH HAILIE RIVERA

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It depends on the market…

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It depends on the position…�

Product Marketing Manager

Digital Marketing Manager

Experience & Qualifications

B2B product marketing experience
Experience bringing new products to market
Knowledgeable in SaaS
Demonstrated ability to create customer-facing content and messaging that resonates
Solid customer relationship skills enabling development of products that meet market needs
Pricing strategy skills
Self-starter with ability to prioritize, implement, and champion products
Experience working with marketing automation platforms such as HubSpot or Marketo

Experience & Qualifications

Experience as a Digital Marketing Manager, preferably in the technology space
Hands on experience with SEO/SEM, Google Analytics, email campaigns, social media, and marketing automation platforms
Experience working in WordPress or other CMS
Experience with creative campaign development, ABM, and digital marketing and advertising
Strong knowledge of lead generation, content development, and website strategies
Strong focus on metrics and analysis to improve marketing effectiveness across channels
Critical thinker and problem solver
Experience owning marketing automation platforms (HubSpot, Marketo or Eloqua preferred)

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Networking & Demonstrating Value

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Layoffs & Reduction in Workforce (RIF)

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One professional’s journey

WITH ALYSSA SPIEL, Associate Manager, Brand & Product Expression

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When a Pandemic is a Blessing in Disguise…

Am I happy?

What is next for� my career?

�Am I fulfilled?

How can I make �more money?

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What DID I want?

To feel more challenged and fulfilled
More exciting work
Switch from marketing services to products
Focus more on branding
Higher education in marketing or business
Promotion / higher salary (can be tough in marketing!)
Work at a large CPG (consumer packaged goods) company

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Center for �Brand & Product Management

Highly ranked MBA program
High starting salaries / great ROI
Specialize in brand management
Recruiting companies
Knew successful alumni

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Application: Professional Development was KEY

Essay: Describe a time you demonstrated leadership in a way that made an enduring impact.

��Involvement in AMA board—eventually serving as President��- Established a Comms Team with defined roles

- Co-founded Craft Marketing event

Led a team to plan & revamp annual conference

References: Coworker and past AMA president

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MBA Experience: �Key Takeaways

Glad I went in with my work experience
Full-time is the way to go; scholarships available
Direct connections to big corporations
Interview skills & frameworks
Invaluable network

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Full-time Job Search

Take your time and BE SELECTIVE.

But…consider low-stakes interviews for practice

STAR story interview framework

Situation
Task
Action
Result

MBA and AMA stories helped me to stand out / show breadth of experience

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My Professional Journey

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Brand & Product Expression

Identify relevant brand stories and how they will translate �into product claims and marketing communications

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Getting from A to B

Figure out what you really want
Research how to get there
Make a plan

How can continuing education and/or �professional development help me get there?

Identify roadblocks
MAKE IT HAPPEN!

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Indirect Benefits of Professional Development

Meet new people: Have a goal for networking
Find a mentor
Learn a new skill / work on a weakness

Leadership, public speaking, etc.

Demonstrate passion for your profession / �desire to learn