The High-Five: 5 Questions with Stacey Finkelstein, Associate Professor and Area Head of Marketing at the University of Stony Brook
Q.. As the area head of marketing for Stony Brook's marketing department, what advice have you given to your students who just graduated, as they look to brand, market and differentiate themselves in this challenging job market?
A. This is such a great question - I have so much empathy for what my students are experiencing. I was first on the job market during the last recession and I remember seeing job postings disappear and hearing stories of hiring freezes. My advice was that students just need a job so that they can pay the bills, and, ideally, they find a boss and team that will mentor them and offer professional coaching so that they can build skills in whatever facet of marketing or business they find themselves in.
This might mean following a different career path than what the student initially envisioned, but finding the right company culture and fit is so much more important than what job title they have. While the economy struggles and businesses pivot or, sadly, close, students should build their skills in the area they eventually want to end up in. For instance, if a student wants to end up in digital marketing, they can take free courses through Google Academy and earn certifications and there are other places offering free education as well, including HubSpot. If a student wants to end up in advertising, now is the time to boost their written communication and consider MOOCs in journalism. So, generally, my advice is to find a good company culture and if it's not in the industry they want to end up in, to use their time to boost skills using free coursework or MOOCs so that when the economy DOES recover, they can transition with relative ease.
Q. Flash forward to September: What do you believe the classroom experience looks like? What learnings from the tail-end of this year are you currently bringing forward in conversations with your peers and colleagues to help shape and inform those experiences this Fall?
A. I wish I had a crystal ball as this question is on everyone's minds. I am not sure what Fall will look like. My own experience and discussions at SBU have focused on readiness and experience with technology. Many of us had experience teaching online and had time to work with instructional designers to build over months - or even years - well thought out online courses. Some of us had less experience. I've been happy to see the faculty and staff come together to promote the best outcomes during a tough time - students still learned so much in our courses and made progress towards their degrees.
As face to face instruction resumes, it will probably look very different. We might be wearing masks or be in distanced classrooms and we might rely on some of the same tools we used this Spring to promote experiential learning (such as group break out rooms in Zoom when groups can't meet face to face). There are other potential apps that can boost engagement - i've heard from some faculty at other universities that Slack channels limited to class registrants can allow for a robust real-time discussion. It's encouraging to see innovation that solves the need to connect and promote experiential learning.
“I have so much empathy for what my students are experiencing. I was first on the job market during the last recession and I remember seeing job postings disappear and hearing stories of hiring freezes. My advice was that students just need a job so that they can pay the bills, and, ideally, they find a boss and team that will mentor them and offer professional coaching so that they can build skills in whatever facet of marketing or business they find themselves in. ”
Q. As the world shifts to a new way of life in the midst of a global pandemic, marketers are facing new challenges, scrambling to adapt to changing consumer needs and experiences. What do marketers and brands need to do now to adjust their strategy in order to help ensure they will be viable in the future?
A. I think many businesses are seeing the way they do business undergo a massive revolution. The restaurant industry has to figure out how to still turn a profit when businesses reopen to reduced capacity and the retail space will certainly see massive shifts. There's certainly much room for improvement in website development, social media efforts and how to manage effective campaigns and identify new customers and messaging tactics to reach them, and to use incoming data to understand how business decisions are impacting profitability. Many small businesses in particular will grapple with all of these considerations under uncertainty and messages related to hope and community will probably resonate and cut through the cluttered media space.
Q. Healthcare decision-making and consumer behavior are just a couple of your research specialities. In the wake of COVID-19, the delivery of healthcare, and the decisions affecting it, will likely prompt an increase in virtual health platforms and tele-medicine models. Against that potential eventuality, what roles do you believe marketing and technology will play related to the shift in consumer behavior and experiences in this emerging space?
A. Funny you ask since I just spent 90 minutes today in a roundtable at the Marketing and Public Policy conference talking about exactly this! I think telehealth poses unique opportunities and challenges for consumers (in this case, the consumers are patients) and providers. Of course people might be concerned about privacy, but there are also differences and disparities in access to technology and internet service and comfort with technology and this will shape a lot of when and how patients decide to access care. Additionally, many consumers are engaging in decisions about when to see a doctor and whether or not seeing a doctor or receiving care at an ER or Urgent Care Center for something non COVID related poses so great a risk that they decide not to seek care at this time. While telemedicine can help, many physicians find that they are unable to offer diagnostic tests and so some in-person visits might be required for labs, testing etc and how risky this in person exposure is varies as a function of cases in the area, medical capacity, and individual patient risk. Privacy and how information is kept confidential is also probably top of mind for consumers.
Q. Life in perpetual BETA is essentially the notion that you are constantly and continually in the state of becoming. You’re never quite there and always are striving to improve. This concept is one I introduce when I speak about rapid organizational change and individual development and growth. I have introduced BETA as a mnemonic to explore ways in which one could bring about positive change in one’s life or organization. The mnemonic is below. Would you indulge me and share how you would apply these words as it relates to your personal or professional life?
Belief - I think people who have the ability to update their opinions and change their mind will go far in life, especially during this time of societal polarization
Empathy – I often speak to my students about what's called the fundamental attribution error or the tendency for people to under-emphasize situational explanations for an individual's observed behavior while over-emphasizing dispositional and personality-based explanations for their behavior. What this means is that if someone lets you down, instead of thinking of them as being a "mean" or "bad" person, ask what in the environment might have prompted them to act that way. Thinking more broadly about the environment and situational factors that shape behavior allows space for empathy - to put oneself in another's shoes and consider how you would react if you were in their situation. This relates to how negative rumors are spread through organizations, professional assessments/evaluations, and any number of other interpersonal issues in the workplace.
Trust – I firmly believe (and research supports) the role of authenticity in building trust.
Advocacy – I think of this in two ways. The first involves advocating for junior talent when you are in a position of power and lifting up voices that are traditionally marginalized. The second relates to advocacy in that business plays a large role in societal well-being and collectively organizations can shift to more sustainable and equitable practices as relates to how they treat their employees and also the products/services they offer to consumers.