VCU Brandcenter students go in ‘reverse’ to advance their careers – VCU News

By Audrey Alder

Turning the traditional job fair inside-out, a recent Virginia Commonwealth University Brandcenter event put its students in the spotlight – not the companies that visited campus to recruit them.

Instead of going from table to table to introduce themselves, it was the students who set up shop at the annual “reverse career fair,” held over two days in late April. On tables that spotlighted their creative work in VCU’s two-year graduate advertising program, the students fielded visits from more than 100 prospective employers.

“One thing that really stands out about Brandcenter students is their commitment to mastering their craft –  it’s honestly undeniable,” said Pam De Leon, talent acquisition director for the ad agency Johannes Leonardo. “There’s a depth to their thinking and a polish to their work that feels super intentional.”

That craftsmanship was on display – literally – at each table. Looking to make connections and stand out in a competitive job market, the students defined their spaces with posters, snacks, knick-knacks and other personal touches, all providing a sense of their work as well as who they are beyond a resumé.

Harper Lock, a second-year student in creative brand management, embraced the opportunity to showcase his charisma, managerial skills and personality. Drawing inspiration from a campaign he developed to incentivize Spotify customers to upgrade to Premium plans, Lock handed out CDs instead of business cards.

Each CD contained three songs: “Everybody Loves Me” by OneRepublic, “You’re the Best” by Joe “Bean” Esposito (from “The Karate Kid” soundtrack) and “Remember the Name” by Fort Minor. Lock hopes the physicality of the CD will retain recruiter attention long after the April event.

“The reverse job fair makes me feel less like a number. It almost flips the script a little bit and gives us more of an opportunity to have the control,” he said. “It also just makes the conversation a lot more engaging because they had to choose to come up to us.”

Sarah Wallace Carr, a recruiter for the ad agency Familiar Creatures, is also a Brandcenter alum. She said she felt a sense of pride in seeing a new generation of students developing their skills through the master’s degree program.

“I know personally it prepares you to jump into an agency so well because a lot of these projects function as mini-student agencies, because they get teams from all the different disciplines,” Carr said. “So, you’re more prepared when you’re going into an agency and working with different specialties. You’ve gotten a mini-version of that in school, and then you go out there and you’re like, ‘OK, this is not too dissimilar. It’s just a higher caliber.’”

The Brandcenter opened in 1996, and more than 2,000 alums have launched or accelerated their careers through master’s programs in art direction, copywriting, creative brand management, experience design and strategy.

Executive Director Vann Graves, Ed.D., sees the reverse fair as a culmination of sorts – a reflection of how students have not only built impressive portfolios but have also gained the confidence, versatility and professional polish needed to stand out.

“The event serves as a launchpad for many students’ careers,” he said. “Resources and experiences like this show that the Brandcenter is founded on collective hard work, a commitment to excellence and a dedication to the craft.” 

Besides the annual “reverse” career fair, the Brandcenter provides resources such as student-alumni mentorships, portfolio building, student highlights, networking events and real-world experience, which prepare students for the demands of one of the most competitive creative industries.

A number of students already had secured work for after graduation through these opportunities. One of them, Jackson Wald, got connected through the Brandcenter to a mentor at Wieden + Kennedy.

He called the Brandcenter “a crash course in advertising and teamwork and collaboration. … It’s given me the confidence to know that I could go to a big place like Wieden + Kennedy and really believe that I can contribute meaningfully.”

Allison Lu, director of talent for the Pereira O’Dell agency, was among representatives at the reverse fair. She noted that in recruiting at the Brandcenter, the threads of creativity – and lasting support – are strong. 

“The VCU Brandcenter is like a big family. The network of alumni they build is truly remarkable,” she said. “These are people you will know and faculty you’ll be able to consult with for years to come.”