The work of a copywriter - a basis of an advertising campaign

However, the creative component of the profession is more than "compensated" non-standard schedule, the need to work in an emergency mode, offering more and more options for solving the problems that, in principle, inherent in the advertising market as a whole.

The name "copywriter" profession comes from the English word copy (in one sense - ad text) and write (write), which actually corresponds to the duties of a copywriter, that is to write advertising textsfrom the name of the advertised product and slogan to the whole article, or movie script. The purpose of the expert - to report bright and simple language information in a predetermined format on the benefits of the advertised product or service.

Education

Today, no one Ukrainian university does not teach the profession "copywriter" as the advertising market in our country is still very young. There is no independent and courses that would be devoted to the basics of the craft. However, there are schools, studios and training programs with the largest advertising network. It is also possible to get the original experience through internships or training in advertising agencies, many of which are organizing training for their employees, but in order to participate in them, you need to get admission to the staff of the company.

Functional responsibilities

Among the main responsibilities of the copywriter can be defined such as participation in the elaboration of the strategy of an advertising campaign; offer creative ideas for the promotion of advertising products; creation of promotional articles, slogans, scripts; adaptation and editing of advertising texts.

The main specifics of the work of these specialists is that the copywriter should take into account the wishes of customers and management, and not just its "creative" view. It often happens that in the process of being revised task and have to redo all of the material. Or is that the customer does not like it and was unable to explain it.

In this case, the main difficulty lies in the fact that the assessment of labor copywriter how and creativity, in principle, is often subjective. Therefore, we must be prepared to ensure that the same work will have to redo a lot of times, even if it seems to be done perfectly.

skills

Copywriter in an advertising agency should be able to work in a team, often in an emergency mode, and in any situation. Writer in need of complete silence and a separate room, to create, to be able to become a copywriter.

In addition to an excellent command of the native language and style, in most companies, advertising copy writers must be free to know the English language, including the adaptation of foreign advertising texts, as well as the confidence to use a PC and the Internet.

Pros and cons

The main advantage of the profession of a copywriter is a wide range of its tasks. Working with different formats and genres, the specialist is constantly expanding their horizons, sharpens and builds the necessary skills - become "pro-mnogostanochnik". In large agencies, where a large staff of copywriters is divided along the lines of this "coverage" may not be, but in the narrow specialization, for example, in the writing of jingles scenarios copywriter will be ace. However, it will have to call a screenwriter radio advertising.

The main drawback in the work of a copywriter - the inability to take a break from it. Included in the process and starting to think about the task, carried away by the professional he continues to bear the idea and after work and on weekends, trying to draw ideas out of everything that is happening around.

At the same time, the copywriter necessarily need "nerves of steel", and the ability to come up with a "fifty-five original slogans of the three words of the children's wooden blocks." On the other hand, the copywriter should also be able to forget about these slogans and come up with another forty-four, because the concept has changed, says the expert.

prospects

Talented copywriter who has artistic taste, is able to grow quite rapidly to the position of creative director. And you can use this profession as a launching pad to move into an adjacent sector, experts say. For example, quite often become copywriters Account Manager, marketers, brand managers, content editors and so on. D.

Art - Fine maestro Sciences

Art criticism - quite a young science: it appeared in the XVIII century, thanks to Johann Winckelmann, a German historian and antiquarian. And as a university specialty art criticism emerged at the turn of XIX-XX centuries. Today, the future experts in the masterpieces and rarities bring in dozens of universities around the world. Study abroad - it's a great opportunity to not only get a quality education, but also personally acquainted with the richest art collections.

Hard to learn without practice ...

During his studies, you have to remember a lot of names, names, terms, write an essay on a given topic. And also to train visual memory for the fragment pattern to determine the master, style, era. One of the most important aspects of learning - visits to exhibitions, museums, participation in the preparation of thematic exhibitions and catalogs.

But not become an art without practice. It is necessary at least once to see with their own eyes what will be then written an article or thesis. This is especially true for those who are planning to become an expert in a narrow range (antiques, jewelry, art, and so a certain period. N.). Combine theory and practice can be, if you go to a country where the tradition of art is closely related to the direction of studied or have a large collection of world art. Once could only dream of such an opportunity.

Aimlessly?

Most people choose a specialty "Art", have a tendency to a certain area and the direction in art and clear idea of ​​what they want to study. Yet the final choice of the country and institution where you are within a few years will be to study art - is not easy. Firstly, you need to get a student visa. The condition of issuance is an invitation from a university or institute. But to get such an invitation, it is necessary with a test to confirm the required level of knowledge of the language of instruction. Secondly, it is necessary to pass the entrance exam, or pass the competition. "Art" - a rare specialty, and the number of places in the world's best schools are always limited. In this there is a reason: the expert in the field of art - piece "goods", and issued in-line. Thirdly, There are different approaches to teaching. In some schools, the emphasis is on the study of the practice, assessment, and determining the authenticity of works of art. On such programs prepare experts who work at auctions and exhibitions, antique shops, on the opening day.

Other "incarcerated" under the program of art history research: they are prepared historians and analysts. Therefore, when choosing a university or faculty need to carefully study the program and decide whether it meets your objectives. All modern methods of teaching of art in the West, based on the synthesis study of classical art theory and contemporary processes in the area of ​​the art market, and virtual media technology.

Across countries and continents

"For art" can go to Europe, the USA and even Australia. Limitations associated with the financial capacity and the level of knowledge of the language. So, if you intend to study in the UK or in the US, it is loose enough to speak in English. But if your choice has fallen on Italy or France, then other than English require Italian or French. Of course, art ideally better to know two or even three languages. Each country has its own peculiarities, and each institution - its own merits. It remains only to choose.

The British spirit

Most people choose a specialty "Art", have a tendency to a certain area and the direction in art and clear idea of ​​what they want to study. Yet the final choice of the country and institution where you are within a few years will be to study art - is not easy. Firstly, you need to get a student visa. The condition of issuance is an invitation from a university or institute. But to get such an invitation, it is necessary with a test to confirm the required level of knowledge of the language of instruction.

Secondly, it is necessary to pass the entrance exam, or pass the competition. "Art" - a rare specialty, and the number of places in the world's best schools are always limited. In this there is a reason: the expert in the field of art - piece "goods", and issued in-line.

Thirdly, there are different approaches to teaching. In some schools, the emphasis is on the study of the practice, assessment, and determining the authenticity of works of art. On such programs prepare experts who work at auctions and exhibitions, antique shops, on the opening day. Other "incarcerated" under the program of art history research: they are prepared historians and analysts. Therefore, when choosing a university or faculty need to carefully study the program and decide whether it meets your objectives. All modern methods of teaching of art in the West, based on the synthesis study of classical art theory and contemporary processes in the area of ​​the art market, and virtual media technology.

The basic idea of ​​the educational process - to stimulate creative thinking of students, and to create conditions for the development of new ideas in the field of art. In the course of training in high schools, the future art are independent research and take part in the actual creative projects (for example, in the annual Festival of the Arts) and all important cultural events.

In the homeland of Leonardo Raphael and Michelangelo

Education in the field of art in Italy, you can get everywhere. In addition to the Italian universities and schools under the jurisdiction of the Ministry of Education or the Council on the national cultural heritage of the country, on its territory there are branches (base) of the other European institutions (for example, the Institute of Winckelmann, the Vienna Academy of Fine Arts).

University of Rome, University of Bologna, the Academy of Fine Arts with branches in Rome, Florence, Milan and other cities. Art history course in Italian universities, academies and art schools last four years and is divided into two parts - theoretical and practical. For admission must pass exams, sometimes it is required to provide a portfolio of creative works. Practice in the Italian museums and galleries delivers indescribable aesthetic pleasure (which is one the Uffizi Gallery in Florence!). By the way, in the Italian Academy of Fine Arts there are no quotas for foreigners: the laws of the country, on the contrary, encourage entry to the study of culture and art.

From Paris to Vienna

France, Germany and Austria, too, has always been among the countries of the Protecting art. No wonder there are focused the world-famous museums with collections of masterpieces from ancient Egypt to the present day.

Vienna Academy of Fine Arts, University of Music and Performing Arts in Salzburg are among the most prestigious universities among critics. And in Berlin im.Gumboldta University - as many as four of the Faculty of Arts.

In France, the most prestigious is the Paris Higher National School of Fine Arts, founded in 1648 by Cardinal Mazarin. Public and private institutions of higher art schools (Ecoles d'Art), under the patronage of the Ministry of Culture, there is in other cities (Rennes, Lyon, Angers).

Training term - three to five years, at the end of the diploma in art specialist. Just EduArt association in France includes about 50 art academies. They offer about a hundred educational programs in art, art history and cultural project management.

open America

To travel to the United States from Russia is far and expensive. However, the quality of education in American schools of art is not inferior to European, but some believe that even surpasses.

US should choose those who intend to become an expert on contemporary art. The most striking art schools are The New York Academy of Art, School of Art, Yale University, Art Institute of Chicago and the School of Design, Rhode Island. In addition to studying traditional arts much emphasis on contemporary trends in art curricula included "classes" on the theory and critique of contemporary art.

A distinctive feature of American education in the arts - on the same course are to teach the orthodox professor connoisseur of classical art and the artist, performance artist.

Art critic to be in love with his profession. Employment expert is full of mysteries and discoveries, it requires curiosity, hard work and profound knowledge. Studying abroad gives the opportunity not only to witness the world's masterpieces of painting and sculpture, but also to understand that nowadays the line between art history and practical art has become very thin.

How much is

Art history program is quite expensive. For example, studies in the School of Arts, Architecture and Design at the University of Brighton will cost 8-9 kips per year, and at the Faculty of Arts at the University of Glasgow - about 7 ksi, in any of the French art schools - an average of 5-8 TEUR

The point of view on the profession

Art critic - a seller of rare books, who knows how any object of antiquity represented as an attractive for the buyer of art. The rest - a matter of tactics. And here it all depends on the talent. One uses well-known methods, other invents his own. Gilles Deleuze, for example, wrote an interesting book about how the work of art thanks to Francis Bacon, an artist is quite ordinary, acquired the status of a living classic.

Accountant - the heart of the company

Accountant with English can claim double the salary. When searching for an accountant is best to rely on the recommendations of former employers and reputation earned by him during his previous work

Find the chief accountant, who can be trusted with all the ins and outs of a really hard time. We are talking not only about the professionalism of the expert, but also his personal qualities, such as honesty, responsibility, attentiveness. Therefore, advise recruiters in finding an accountant is best to rely on the recommendations of former employers and reputation earned by him during his previous work, and to assess its professional level, future employer should conduct applicant testing for knowledge of issues of accounting, theoretical and practical.

The most highly valued accountant in the industrial sector. This is due to a complex cycle of the final product, each stage of which is accompanied by a particular financial transaction. Recruiters say that today the main component of the cost of an accountant is a knowledge of the English language: experts with knowledge of English can cost twice as much.

In addition to accountants, are now in great demand in the market are the financiers, are familiar with international financial reporting standards, which operates a growing number of Ukrainian companies. , The applicant must necessarily be qualified ACCA, CAP / CIPA or the other to get the post of internal auditor or a financial controller.

How to attract qualified IT-staff

In addition, respondents noted other factors - stability, good relationships with colleagues, the level of equipment working space.

To learn how to attract qualified IT-staff, it reflects virtually every leader. But while most of these companies based on their own ideas about what should be a "bait" for such employees, are not listening to the opinion of their own.

According to the results of another survey conducted by the overseas research company Ciao Research, the vast majority of office staff, for example, "suffers" from lack of sunlight and restriction of personal freedom because of the constant need to be in the workplace.

Modern technologies allow to conduct remote work, and let's not forget that it is the "pros" were the first to develop such schemes. Not necessarily completely "withdraw" from the office staff. Many IT-staff gladly respond to the opportunity to work on some days from home.

Part of employers still see behind such aspirations desire to "take time off" from work; although, in practice, "pros" in comparison to many other categories of staff are much more interested in continuing their studies and personal growth.

Education is an incentive only for a certain category of employees, for example, can be called a certified training, particularly in the cellular companies and IT. Not necessarily equate increasing employee competence and a variety of courses; It is possible to apply other methods.

However, it is not necessary to focus only on training; and indeed, to put "accents" in the motivation to be careful, ideally giving it the right to own employees. One needed the money, the other - a career, the third - clearly defined objectives. Ideally, the head should be a motivational profile of each employee.

Various studies show that women are more sensitive to non-financial motivation techniques. For example, according to the Institute of Psychology, the performance of the "fair sex" most strongly affect friendly relations with colleagues, corporate parties and interest superior to their personal lives. Of course, a good financial incentives is also necessary, but without creating a comfortable emotional atmosphere it loses its meaning.

Universal techniques "seduction» IT-staff no one has yet invented. Therefore, the employer must show some ingenuity, while adhering to the requests of the workers themselves.

Methods of recruitment

To search for and selection of necessary staff used a variety of means from the arsenal of psychological science: biographical questionnaires, standardized and non-standardized interviews, assignments, modeling work performance and situational exercises, achievement tests, personality, intelligence and abilities, printing inspection, and much more. What just not learned to staffing agencies and recruiters in the past few years. We can not say that the use of psychological techniques are absolutely devoid of any complications, but many years of experience in the use of selection tools in a competitive environment, often rests on the details such as the drafting of employment contracts and ensure complete motivational package.

Available to local psychologists few techniques borrowed abroad, and their adaptation to the overwhelming number of cases has been reduced to a simple translation. As a result, techniques that still somehow can be used in search and selection of staff do not meet basic psychometric requirements.

Another major obstacle to the use of modern psychological diagnosis in the practice of professional selection is a low level of mental preparation as the heads of the organizations, customers, and, alas, the candidates themselves, who wish to gain workplace not applying for this special effort. Therefore, for professional psychological selection of staff and other tasks in the company related to the assessment of staff needs not only trained professionals, psychologists, but also well-established psychological assessment tools that meet all necessary requirements.

Using recruitment agencies

Using a recruitment agency in recruitment you and your company will likely have to spend considerable financial resources. There is another, no less attractive option than engaging with the agency. Your own personnel department can be very helpful, and even bring you a regular income. This is all feasible only if the selection of the personnel will be engaged professionals. Therein lies a trap - a regular supply of "quality" of staff and regular income in the current format, agencies came into conflict. In the present approach, the owners and managers Recruitment to business, made abroad, followed by a crash, or a rethinking of what is human resources business.

None of us have no doubt that recruitment agencies are the enterprises to provide services. Employment agencies, currently focused on the regular customers, with which for them are the enterprises, regularly ordering staff. At first glance, all right, but only at first glance. Even those companies that regularly need to find the staff do not know how many recruitment agencies work in their city. Lately, it seems that the economy is growing galloping pace and frame all the time is not enough. While the market, on the contrary, a crazy amount of recruitment agencies serve specific companies. Accordingly, a staffing agency does not deliver the personnel or work so poorly that the enterprise client must constantly change agency. There are cases, when necessary personnel on the market do not, then the process begins, "I was blinded him from what was." The difficulties encountered in this connection is not difficult to resolve, once again referring to the new recruitment agencies.

The war for talent

Recruitment in our time - a real "war for talent" and the weapon should be used appropriate. Poaching staff from competitors - an important competitive tool. This selection strategy is the result turned out to be one of the most aggressive and effective on the market. The motto of the professionals involved in Head Hunting: "if we are constantly luring customers of other companies, why do not we do them better employees" As part of an aggressive HR-department often isolated group of "internal direct search." The group specializes in finding talented executives within the company: in the branch network in the country are monitored and assessed frames of work of employees who have distinguished themselves stimulate managers move up the career ladder. The result: thousands of dollars,

It developed a long-term plan for the need for talented employees for six months or more. It is based primarily on the career plans of its employees, as well as the forecast of the company's growth. HR-department enters into written agreements with internal customers, other departments and branches of the quality of service and the order of interaction. The goal - clarify the needs, improved service for internal clients, optimization of resources. All is planned to the last detail. For example, recruiters undertake to respond to any request for 24 hours; make proposals to the selected candidates within 2 hours after the receipt of this decision, and more. Line managers also, for example, are required to take a decision on the candidates within 48 hours.

aggressive recruitment

Companies engaged in aggressive recruiting, allocate priority positions that are critical to the company's mission. Considered the most important positions related to customer service and profitability. Developed advanced competences map for internal recruiters, including the ability to persuade, to make decisions, autonomy, excellent communication skills, energy, the ability to sell. It is believed that a recruiter - a key position in the company, has a direct impact on profit growth. Head and internal trainer periodically tapped as recruiters make "cold" calls as negotiate with candidates and referees. And recruiters know about it. After the call they hold "debriefing" and develop a negotiating technique. weekly pass is also a 4-hour training sessions on topics such as "the Secretary-pass without legends and lies," "overcoming objections" I am not the type of candidate needed a new job. " Recruiters are taught how to work with "passive" candidates, information sources, agents of influence, how to establish long-term relationships with the right people, and more.

Line managers are also trained in the technique of behavioral interview. Although this technique and adopted by many companies, it usually only use recruiters. For precision selection and reduce errors special questionnaires developed for the different departments, and managers are trained to use them. Base of these candidates, the aggressive recruiting, contains information about the "competitive advantage" of the candidate and the data necessary for future sales job: possible motives job change, decision-making criteria, who can influence the decision-making and contacts his "agents of influence". Oddly enough, the identification and fixing of reasons for the decision of the candidate - a fairly rare phenomenon in the recruiting environment. Recent trends of the market developments suggest that in the coming years search and selection methods vary considerably. What changes are waiting for HR-managers and employees staffing / recruiting companies in 5-10 years, today exactly no one can say. As computers and the World Wide Web changed the way we search for products, and rapid changes in the business world and new technologies will change the recruitment so that it becomes unrecognizable, even for veterans of this business. It only remains to wait for the global database, which contains information for every professional to search candidates easier and more accessible for every specialist HR. that it will become unrecognizable, even for veterans of this business. It only remains to wait for the global database, which contains information for every professional to search candidates easier and more accessible for every specialist HR. that it will become unrecognizable, even for veterans of this business. It only remains to wait for the global database, which contains information for every professional to search candidates easier and more accessible for every specialist HR.