How to Get an Advertising Career Going in Mainland China

Over the last year, I received regular career inquires from (non-Asian) foreigners about job prospects in Advertising Agencies in Mainland China.

Clearly, many Agencies have switched to localization as their primary recruitment strategy because of high employment costs associated with foreign staff. However, these Agencies will still continue to hire foreigners because the local talent pool is too small and Agencies have demonstrated a strong reluctance to invest in and develop the local talent. Consequently, a gap and opportunity exists.

As a result, the odds of being hired are positive. But, there are several issues to be aware of:
1. Foreigners are seldom employed in positions lower than "Director" level. Thus, candidates should have enough experience and expertise to join at least at the level of an Account Director or Creative Director.
2. Multi-Media, Digital Marketing, and Integrated Campaigns are the current key words of the Modern Advertising World. So, if you are passionate about digital and have completed excellent digital work in the past, then highlight these points in your CV.
3. Foreigners are hired primarily because of their unique professional skill set and not their Mandarin fluency. Hence, starting to study Chinese should not be your "unique selling point" in your application. It will make your everyday life a lot easier in China though.
4. Almost always, hiring managers worry about an applicant’s lack of knowledge and experience in the Chinese marketplace. So, if you have already worked and/or lived in another country for some time and have shown flexibility and adaptability and proved intercultural awareness and interpersonal skills in the past, then emphasize these points. At the same time, you must allocate time to research, read, and learn about Chinese culture and the Chinese market; advertising campaigns, the players, etc.

Other things to consider include:
1. "Make a mark at home first" until you are in a higher level position and then look into being transferred within your Company to Mainland China as an Expat; it will be less frustrating and more financially rewarding.
2. Target smaller and faster growing international newcomers in Mainland China who do not have the budget or time to grow local talent and instead prefer to tap into a pool of highly qualified international talent.
3. Connect with Recruiters; introduce yourself, hear first hand current hiring trends, and get a few leads.
4. Arrive in Mainland China for a "trial period" and take on a few freelance projects. This approach will provide an opportunity for you to show your skills in practice and get a taste of what life is truly like here.
5. If you are a Creative, try to meet with a few Creative Directors for an informational interview and use this opportunity to show them your portfolio.

Lastly, if you have the desire to show up in Mainland China early in your career, then go for it but expect to receive dismal replies or minimal interest because of lackluster concern for green foreigners. Be also aware that compared with your home country, companies in Mainland China will likely offer you less mentorship and training opportunities and compensation. This is why you must consider the impact of coming here on your long-term career and personal goals. Finally, be willing to sacrifice on more than a few points to fulfill your dream of working here and have the endurance to stick around long enough until an opportunity opens up.