270 Comments
User's avatar
Rachel Karten's avatar

My best advice (and something I wish I did earlier in my career!) is to create a social media portfolio. Some of my favorite projects are now hours-long scrolls back. I am always impressed when a candidate has a site where I can not only look at their work but also their thinking. I love Alex Hao's here: https://alexhaobao.com/. Don't be like me! Start compiling your work in a doc! You can always turn it into a site later on.

Neil Tennant's avatar

Gondola is an amazing resource for this as well, would definitely recommend checking it out! 🚠

Caitlyn Kissel's avatar

Thank you so much for recommending this resource, Neil! Just made a page for everything I have worked on in my career thus far: https://gondola.cc/caitlynkissel29

Kristen Creager's avatar

Yesss! That's what I use for mine, a totally underrated tool.

Jared Kleinstein's avatar

What, THIS portfolio??? 🔥🔥🔥

https://gondola.cc/kristencreager

Jared Kleinstein's avatar

YES agreed, Neil!

Jordan Anderson's avatar

Yes!! I make a portfolio (s/o Gondola) a requirement for our applications.

gabi's avatar

Hi! I’m gabi, and I currently work as the Social Media Manager at the Guggenheim. 🤳✨🌀I’m also a filmmaker! 🎥

Something that really helped me when I was navigating the job market for social media roles was realizing just how many different industries you can actually work in. When I first started, I thought social was mostly an option in the tech space, but there are now so many opportunities to create content for just about any niche. That’s actually how I found my way into the museum space! 🖼️

Look at what genuinely interests you, whether that’s the arts, gaming, fashion, sports, or even something super niche or random. There’s probably a brand or organization out there looking for someone who understands how to tell stories within that space. And once you figure out where your interests intersect with your skills, it becomes much easier to talk about what makes you valuable as a social media professional.

That’s also something I’d keep in mind when interviewing. Share more about yourself and what you bring to the table beyond your technical skills. With the current landscape, brands are looking for the people behind the screen and the perspectives they would bring to the team. It shows that you strike a balance between being online & offline, which often brings the best ideas.

A good social media manager knows how to create content and post, but we all know that’s never the full extent of the job. The real magic happens when you can create strategic content that makes people want to stop, engage, and ultimately explore more of what you do. Then you use that data to create more content that works. It’s also always going to be an experiment. There’s going to be content that doesn’t “perform” well, and that’s ok! How can you still use that data to inform, that’s the real learning moment ✨

Connect with me on LinkedIn: https://www.linkedin.com/in/gabrielaperalta21?utm_source=share_via&utm_content=profile&utm_medium=member_ios

Connect with me on IG: https://www.instagram.com/itsgabip?stkn=emZpZjVpODdueHF0&utm_source=qr

& of course, professionally @guggenheim ✨🌀

Rachel Karten's avatar

love this advice so much!

Erika B's avatar

Gabi is a real gem of a human and this post further proves it ✨

Caitlyn Kissel's avatar

Wow Gabi, what amazing advice! I live on the same block as the Guggenheim, so this is so exciting and cool to see!

Lizzie Sol's avatar

Hi Gabi!! I'm a social intern at Crystal Bridges, and it's awesome to hear advice from someone in the museum space!

Graham Lazar's avatar

Just connected on Linkedin + IG @ gabi! My team works closely with the Guggenheim team on product for the stores. Looking forward to being in touch <3

Tucker  Legerski's avatar

This is great! Lots of ideas now in my local area. Thinking of my interests and looking where I could maybe help out in social.

Rojina Pradhan's avatar

love the tip you shared here! thank youu

FM's avatar

Commenting to share my best advice - the jobs you're looking for are hidden in the paid Circle communities (or membership Slack channels) where folks share postings for jobs that would never make it on those big platforms, let alone be found through search. They're typically hiring out of absolute need. The poster is usually someone who already works within the company. Don't go wide; look for the pockets.

Rachel Karten's avatar

very true. i'd say this is a benefit of the link in bio discord.

Ritch Duncan's avatar

100% this this

Caitlin Poltzer's avatar

Can you reshare the discord invite link? I’m not seeing it anywhere!

Rachel Karten's avatar

dm me for it!!

Gabby's avatar

100% agree. And I'd add to that — focus on networking / letting people know you're looking for work, rather than submitting a bunch of online applications. My last two job offers were purely through networking!

George Cole's avatar

(This is a fantastic idea Rachel)

Morning! I am the Senior Global Brand Social Media Strategist for adidas, and have been for the last 4.5 years. Writing social media platform strategies for every and all social media platforms, but also the tools, tactics and approaches across them all too (from how teams should do community engagement to why using Rachel's On-Ramps lens for content roll-outs could win you the internet). It's an utterly brilliant role to be in, which I would do forever, and would recommend anyone who looks at Instagram/TikTok/YouTube and thinks "why do people spend so much time here?" to explore this career route. I didn't know it existed and originally applied to be a 'Digital Publishing Manager' here in 2022...and then found out my Director had other ideas for my weird brain.

I would love to see more organisations from the niche to macro hire social media creative strategists. I have met many members of the social media community across the world who are stuck in social media manager roles but are doing strategy, or are in marketing strategy roles - doing social media strategy (alongside retail or digital strategy and they are not the same thing). It's a fascinating role to take on, from how you learn more about our modern-world through consumer insights to understanding the psychology of our basic technological behaviours...all while being creative, sometimes silly and more.

My advice to anyone in a social media strategy role, or wanting to be, is to try and create your 'roster of sources'. If you're reading this, then you have already found one of the best there is with Rachel. However, I would recommend having 10-20 Substack writers, TikTok-creators, YouTubers, podcasters, WhatsApp Channels, etc. that give you the latest and greatest from the world of culture, social media, your sector/interests and relevant news. Being the most clued up person in the room, mixed with proactivity, already gives you a HUGE advantage no matter what seniority you are. Knowledge is power, and it can help you become 'that person' in your organisation or freelance. I have met some people who are okay at their day-to-day role but they know EXACTLY what is doing down, and it has led me to thinking they are a genius on more than one occasion!

I could waffle a lot here, sorry for an essay already, but I am always happy to chat to anyone, meet new people and learn from you (especially if you have good film or book recommendations)!

Also, if anyone does what I do in the film industry, hit me up!

Rachel Karten's avatar

george! i love this advice so much and really appreciate the kind words.

Jessye McGarry's avatar

I'm a career comedy writer looking to help your brand go viral with actually funny jokes.

LOOKING FOR: Freelance social and creative work

EXPERIENCE: 10+ years as a staff writer at ClickHole with a decade of viral comedy posts under my belt

OTHER COMEDY EXPERIENCE: SNL's Weekend Update, The Onion, Reductress, Wondery podcasts

BRAND EXPERIENCE: Duolingo, Cards Against Humanity, Netflix, Old Spice, Mozilla Foundation, America's Finest (The Onion's Creative Agency)

EMAIL: jessyemcgarry@gmail.com

http://www.jessyemcgarry.com

Kimberly Morales's avatar

Hi Jessye!!! I’ll be reaching out! I currently work on 11 CPG brands and I’m looking for freelance/contractor roles for 2027! Would love to learn more about you!

Jessye McGarry's avatar

sounds great, excited to hear from you!

Marisa Thomas 's avatar

I would love to chat! We need somebody just like you - emailing you now - please check spam, it's apparently my second home. It'll come from marisa@orderlyfluid.com

Graham Lazar's avatar

Hey Jessye! what an awesome background. I'm bringing on a Marketing Manager with my team at Apply Stickers -- looking for a right hand A+ creative strategist to bring our social to the next level.

Listing here: https://apply.notion.site/Marketing-Manager-Full-Time-Dumbo-3d1b7acf70d48051a3b3dbe395fdef6a

Would love to chat if interested 🧡 

Amy's avatar

Um your portfolio rocks Im gonna email you!!!!!!!!!!!!!!!!!!!!!!!!

Jessye McGarry's avatar

looking forward to it :)

Anjali Khandelwal's avatar

This is so interesting! How does one even get into comedy writing and develop the skill?

Jessye McGarry's avatar

In most cases I'd say you get into it by being really funny but not wanting to perform, or being a performer whose material is a bit more writerly. The best comedy writers are preternaturally hilarious, but I do believe it's a teachable skill. Joke structure is something you can study and replicate. For me, rewatching 30 Rock so many times I practically had it all memorized is how I learned.

Ritch Duncan's avatar

Advice for social media job seekers:

1) While you're job hunting, look hard at the experience you already have, and work backwards to brand yourself in a unique way. After I was laid off by Warner Media, I'd spent the early 2020's working several high profile TV social media handles, both at agencies and as a freelancer, including writing first person social posts for the Sesame Street Muppets, Ted Lasso, and Dexter (the serial killer, not the cartoon laboratory kid.) Needing more steady work badly, I branded myself on LinkedIn as "an Expert in Social Media for Fictional Characters," and regularly created posts on LinkedIn highlighting posts from these famous characters I'd written for. The pics of the well known characters grabbed eyeballs, and the copy explained the best practices I'd used to cause the posts to perform well. In truth, almost any social best practice that performs well for a fictional character voice also works for "brand voice." A familiar fictional character basically IS a well defined brand, so honestly, if you're even a half decent writer, fictional character voice is actually significantly easier than voice for a brand that hasn't broken out yet. But "brand voice experts" are a dime a dozen, and I didn't see anyone out there claiming to be an "Expert in Social Media For Fictional Characters." It was a branding angle, which as a social media writer, it's ALSO my job to be able to come up with. I'd been doing these posts for almost a year, when the marketing director from Amazon's Alexa reached out. Turns out Alexa is a fictional character with a unique voice, and she wanted to talk. I did a two year contract there from 2022-2024, (contractors used to only be able to work two year stints at Amazon) spent the next two years working in places like Microsoft and Fox Entertainment, and was recently asked back at Alexa this fall, to do copywriting for the Alexa Marketing team.

Please don't hesitate to reach out:

http://www.RitchDuncan.com

https://www.linkedin.com/in/ritch-duncan-6112085/

Http://www.DeathbedWriting.com

Paul Marvucic's avatar

Hey LIB friends!

Cousin Labs is hiring for (1) social producers & (2) a head of social role. We are the team behind Arby's Boys and Not_Spirit Airlines that were previously featured by Rachel. https://www.linkinbio.news/p/the-agency-creating-fan-pages-for

Our team consists of amazing organic and growth marketers with folks from Mr. Beast, YouTube, Google, and Ampush/Tinuiti based in NYC and LA. Our organic social team is extremely hands on with content ideation, production, and collaborating with creators (Ideally you are a creator yourself!)

Would love to get in touch via LinkedIn! https://www.linkedin.com/in/paulmarvucic/

Thank you Rachel for this amazing idea!

Paul

Elizabeth Kidd-Chamberlain's avatar

I sent a connection request on LinkedIn, and I'd love to chat more. I've been talking about your work constantly since it was featured here!

Ben Rapson's avatar

Ooooooh consider me enticed!

Devin McGovern's avatar

Sending you a message. Former reality TV producer now dad content creator.

Lenny's avatar

Sent you a connection request! 💼

Megan Maquera's avatar

Hi! Hiring! I’m the VP of Digital at Assouline and we are looking for Social Media talent at mid and senior levels, contract, part-time and full time. We have multiple accounts including our main brand account, but we’re also looking for people with expertise in founder/personal accounts and hospitality accounts (food & bev). Email me your resume at megan.maquera@assouline.com if interested!

Caitlyn Kissel's avatar

Hi Megan! As someone who is currently staring at their copy of Dolce Vita from Assouline on their coffee table, I am definitely sending you an email. I am the former social media manager at the kitchen and housewares brand OXO and have experience in food and beverage social media content from my time there and in previous roles. Here is a link to my portfolio: https://gondola.cc/caitlynkissel29

Sophie Trauberman's avatar

Just sent you an email!

Veronica Correa's avatar

✅ hospitality (food & bev)

✅ multiple brand accounts

✅ founder/personal accounts

Just sent you an email, would love to learn more!

Nostalgia Maxxing's avatar

Looking for: 🚀 social media management and strategy roles in brands with purpose, social justice, climate action, abortion rights, non-profit, progressive politics and news spaces.

Offering: 🚨 10 years of social management and strategy for Photoshop, Lightroom, Adobe, ProWritingAid, Columbia Sportswear, COP28, and more.

Portfolio: https://canva.link/n2083gcvpww3qrh

LinkedIn: https://www.linkedin.com/in/clairekpetras/

Email: clairekpetras@gmail.com

Graham Lazar's avatar

Hi Claire -– looks like your experience is super relevant to our Marketing Manager role. Would love to chat if interested. 🧡

https://apply.notion.site/Marketing-Manager-Full-Time-Dumbo-3d1b7acf70d48051a3b3dbe395fdef6a

Cheers, GL

Charisandra Perez's avatar

My best advice is to stop comparing and start getting inspired. This is something I have yet to master and work at every single day. It’s not easy, but stopping myself when I find myself thinking, “I wish I did that” or “I wish I came up with that,” and instead pivoting it towards “What can I learn from that?” or “How can I be inspired by that the next time I work on a project/campaign/post, etc.?” has made my life (and work) a lot more enjoyable! Any time a post makes me say dammit wish that was mine, I save it. And just know, someone is probably thinking the same about something you worked on, too!

Rojina Pradhan's avatar

THISSS

Brittany Arnett's avatar

Hi all! I'm Brittany, the founder of ARAME, a new oral care brand designed like skincare. We're 1 year post launch and very content focused (& growing!). We're focused on becoming the next big beauty brand, so if that sounds interesting to you, let's chat!

Website: https://aramecare.com/

IG: https://www.instagram.com/aramecare/

Looking for: a freelance/part-time social media manager who can help with content creation, content brainstorming, brand vision & creative direction, etc. It's a plus if you live in NYC for collaboration days IRL.

If this sounds like a fit, feel free to email me at brittany@aramecare.com <3

Christian's avatar

Hi everyone! I’m Christian, a social media manager and science communicator. I run social for Dr. Laurie Santos (host of The Happiness Lab podcast) and Lori Gottlieb (author of Maybe You Should Talk to Someone).

Looking for: full-time or freelance roles in AI + tech, design, science (neuroscience and psychology). In person or remote.

Strengths: translating complex/expert ideas into scroll-stopping social and building trust for thought leaders

Would love to connect!

Portfolio: christianselden.com

LinkedIn: https://www.linkedin.com/in/christian-selden/

Thank you for putting this together, Rachel!

Melissa Bermudez's avatar

Hey Christian, I'm late to the party here but your post resonated and I wanted to reach out! We're in a different category than you mentioned (mission-driven food & bev) - but if you'd be interested to connect, feel free to send me an email at melissa@unrefinedfoods.com

Thanks!

Our company: www.UnrefinedFoods.com

Christian's avatar

Thanks! I just sent you an email.

Christian

Jane's avatar

Big fan of Lori - listened to lots of the podcast, follow on IG and bought the book! Great job on her socials!

Emma Storm's avatar

Hi everyone! I’m HIRING for a Social Media and Campaigns Strategist or Sr. Strategist at international nonprofit Human Rights First.

Some of our current work includes tracking ICE deportation flights, suing the Trump administration to defend refugee programs (including at the Supreme Court), and reporting from the front lines of the Ukraine war.

We are a small team so there are responsibilities outside of full social ownership but this is a social-first role and I am more than willing to train on the other aspects. Please don’t shy away from applying if you don’t have the non-social experiences listed.

Reach out directly to me at StormE@humanrightsfirst.org and connect on LinkedIn! https://www.linkedin.com/in/emmakstorm

NYC, DC, remote considered as well. WFH org. $69,870 - $80,222 salary, union role

Link to posting: https://recruitingbypaycor.com/career/JobIntroduction.action?clientId=8a8725d0489b99840148aeb794273e80&id=8a7885aca03fc28401a05e1a93195697&m=t&source=&lang=en

Ben Rapson's avatar

I saw this job listed yesterday! Writing my application as we speak :)

Nostalgia Maxxing's avatar

Hi Emma! I am definitely interested. This is exactly the type of work I am looking for - just sent you an email!

Ivanna Pidborska's avatar

Emma, thank you for supporting Ukraine and for reporting from the front lines of Russia’s war against Ukraine. I’m Ukrainian, and your work at Human Rights Fight means a lot to me. Thank you for what you do!

kale's avatar

Hi! I'm Kailey, and I'm on the social team at Planned Parenthood! I have a job that can't be narrowed down to one specific thing, but it's a mix of how the organization shows up on social media, from our channels to brands to partnerships. Most recently, I had the honor of working on Planned Parenthood's collab with Olivia Rodrigo's Daisy Chain Fields (and interviewing Olivia herself!)

I'm not looking for a new role as of now, but I am in a new era of growth and want to meet new people in the brand/entertainment/music space.

Find me on LinkedIn, my portfolio, or Instagram.

https://www.linkedin.com/in/kaileyctown/

https://kaletown.my.canva.site/

@townzun

Might Quit Social's avatar

If job hunting is giving you burnout and making you feel a little crazier with each interview or job application, don’t be afraid to lean into the craziness with your answers to an interview or take home assignment. Make a fake LinkedIn strategy for that character on that show you’re watching when you run of our jobs to apply for. Talk about what you’ve learned about the community surrounding your latest cyber fixation and why that inspires you as a social media manager. Mine was r/composting. I am so desperate to see a brand get really into the composting scene. I have been offered jobs before because I said something so wacky the interviewer couldn’t stop thinking about it.

Rachel Karten's avatar

yes! love the advice of being able to break down the “why” behind a “cyber fixation” you have.

A Few Petty Things's avatar

I feel the more cover letters I write, the braver they get. They started very professional and formal and now it's basically we're already friends. I'm not sure this is a *winning* technique as I still haven't been hired but at least it's entertaining.

Michelle Goldchain's avatar

Hi! I’m Michelle, a D.C.-area journalist, social media manager, photographer and videographer currently looking for part-time, remote work in social media, digital content, writing/editing, or photo/video production.

I’m the author of "D.C. by Metro: A History & Guide" and have written for outlets including Vox, Curbed, Eater DC, Washington City Paper, DCist, Washingtonian, Washington Business Journal, Education Week, Greater Greater Washington and Technical.ly DC. My background also includes social strategy and short-form video for news, along with photography and videography for restaurants and food-focused content.

I’d especially love opportunities where I can combine strong editorial judgment with social storytelling, food/culture coverage, photography or video.

Find my portfolio here: https://michellegoldchain.com/

LinkedIn: https://www.linkedin.com/in/goldchainam/

Email: goldchainam@gmail.com

Rachel Karten's avatar

michelle! thank you for sharing and thank you for being the first comment!

LL's avatar
Sep 11Edited

Hey Michelle, I'm on the social media team at Substack and would love to meet you and learn more about your background/work. May I ask you to please shoot me a DM here on Substack, or an email to linda@substackinc.com and we can set up a chat? ✨