Client-centered Skill Sets: What Small IMC Agencies need from College Graduates

Abstract

The authors, whose students find work primarily in small organizations, sought to understand what preparation these employers expect from recent graduates seeking IMC jobs. The authors invited managers at IMC agencies in a mostly rural state to participate in a survey. The response rate was 63%. Results indicate that respondents want new hires with multiple types of expertise: strong communication ability, computer and new-media skills, a broad liberal arts education, the ability to think strategically and creatively, a professional work ethic, productivity and experience with working in teams. In addition, small-agency employers seek what the authors identify as “a client-centered business perspective”. They need every employee to understand the financial concerns of businesses and contribute to the bottom line. Implications for curriculum development and revision are discussed.