4 career tips for Gen Z to break into the ad industry

It’s no secret that the advertising industry is highly competitive, and Gen Zers looking to break in need more than just a degree or internship experience. Amid marketing budget cuts and a challenging job market, the prospect of breaking into the industry is bleak, and finding a job is more challenging than ever. For Gen Z’s young professionals—the eldest members of the group turn 28 this year—it can be a difficult process to navigate. There are approaches Gen Z job seekers can take to stand out in a sea of applicants, speakers said at the NextGen Marketing Summit career forum. Also read: How to recruit and retain Gen Z advertising employees See all of Ad Age’s 2025 Agency A-List winners here During a session titled “Breaking and Entering into the industry,” speakers emphasized that Gen Z candidates must be proactive, strategic and adaptable in their job search. The experts underscored the need to take advantage of networking opportunities, create out-of-the-box resumes and enter advertising competitions and fellowship programs to improve their chances. The four recruiting and industry experts on the panel were: Here are four of the key strategies they shared: Be proactive With the advertising market packed with candidates from multiple generations, simply applying to jobs and waiting for a response will not be effective. Instead, Gen Z job seekers should research as much as possible to find information that can help them set realistic expectations about the job market, such as a company’s hiring cycles and quarterly activity, said Elyshevitz. “One of the biggest challenges right now is [people] not knowing how competitive the market is and then approaching the job search the same way across the board,” she said. “Doing a lot of research is just one of the things that you have to do.” That includes researching a company’s growth trends or recent projects, all of which candidates can use to tailor their applications and network accordingly. Additionally, panelists emphasized identifying specific recruiters or individuals at the company to reach out directly and establish a personal connection. “Right now, the market is well oversaturated with the most talented individuals I’ve seen. That, mixed with business challenges of trying to constantly be adaptable and agile, makes for a very complex market,” said Ramsey, underscoring that personal connections could make or break your application. Gen Z applicants should also explore the prospect of working at smaller agencies or independent shops that are not attached to a holding company for a better chance of establishing a connection, added Reeves. If you’ve done your research, it will be clear to the potential employer from the first call. “When I do calls with students, and I do them pretty often, you can tell right away if they’re super passionate about this industry, said Schellenberger. “So you have to ask yourself: do you know what the agency’s about? Are you excited about the past work? Did you hit the news section on Google to see what the agency did recently? Are you reading Ad Age? That passion is so clear to tell very early on in the conversation.” Use networking to your advantage In an industry built on relationships, networking is critical beyond simply reaching out to an executive for coffee. Panelists urged Gen Z to use LinkedIn to engage with industry professionals and sign up to attend industry events. Reeves also noted the value of participating in competitions such as the National Student Advertising Competition (NSAC), noting that one agency she works with only hires the winners of that competition. Cold calls and messages are also a beneficial tool at candidates’ disposal, panelists agreed. Oftentimes, they can turn into a full-blown interview, said Ramsey. “I’ve given jobs and I’ve hired from cold calls,” she said. “The way people are showing up on LinkedIn is changing every single day. So if you have those passion projects, post those things. If you start engaging with people who are above the level that you are entering in or adjacent to, or someone that you just want as a mentor, don’t be afraid to contact them.” Incorporate storytelling and creativity into your resume As marketers, applicants must treat themselves as a brand, panelists said, underscoring that text-heavy resumes may not be enough to capture the attention of recruiters. Instead, candidates should create visually appealing materials that highlight their work and be specific. Being too general could kill your application. “You are all marketers—think like a marketer when you’re marketing yourself,” Ramsey said during the panel. “Nothing moves without a story.” Examples of how to tell a good story include creating pitch decks or portfolios to show off skills. Alternatively, spec work or even TikTok videos could grab the attention of a potential employer. This becomes especially necessary if you’re looking to pivot from a different career path where your transferable skills may not be immediately obvious. Stay adaptable and embrace emerging trends Of course, adopting new skills can also be beneficial, panelists suggested. As the advertising landscape continues to change, Gen Z should try to learn new skills, particularly in digital media and AI. “The industry evolves literally every single day. You will create something today that is outdated tomorrow,” said Reeves. “Lean into AI and every bit of technology at your fingertips. I don’t think AI will ever replace the human touch, but it’s certainly a tool that if you fine tune and use to your advantage, it too will help you stand out in a crowd.” Companies are looking for talent that understands new platforms, has experience with emerging technologies and is willing to learn quickly, she added. However, applicants should be careful where they employ AI, as recruiters and hiring managers can easily spot AI-generated resumes, requiring candidates to exercise caution to ensure their application retains a creative and personal touch.

4 career tips for Gen Z to break into the ad industry

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