Author: Linda

Hiring for Potential, Not Just Experience

Recently,  our CEO Viv Maher shared an important reminder. With the Leaving Cert complete, it’s worth remembering that exam results are just one chapter, not the whole story.

Leaving Cert in Ireland usually means two things: the weather suddenly gets better and thousands of students are sitting exams believing that these results will decide their future.

Most adults know that’s not how life works.

If we could give our 18-year-old selves one piece of advice, it would probably be this: there is rarely just one path to success.

In fact, many of the best people working in media, advertising and sales today never planned to be here. They found their way through a chance conversation, a temporary role, a recommendation from a friend or an opportunity they decided to take.

They were curious, creative and willing to learn. Someone spotted their potential and gave them a chance.

But it raises an important question.

If some of today’s industry leaders were applying for entry-level roles now, would they even get an interview?

Have We Made Entry-Level Roles Too Hard to Access?

Many junior roles now ask for qualifications and experience that seem out of reach for someone just starting their career.

We regularly see requirements such as:

• Two years’ experience for an entry-level position
• A Master’s degree in a very specific subject
• A strong personal brand before someone has had the opportunity to build a professional one

At the same time, employers say they want fresh ideas, diverse perspectives and new ways of thinking.

Yet recruitment processes often favour candidates who have followed a very specific path.

When that happens, we risk overlooking talented people simply because they don’t tick every box.

Potential Doesn’t Always Show Up on a CV

The next generation of talent is already out there.

They’re creating content, building online communities, spotting trends, learning new skills and finding creative ways to connect with audiences.

Many have a natural understanding of digital media and consumer behaviour because they’ve grown up immersed in it.

But if their degree isn’t in the “right” subject or if they don’t have the exact experience listed in a job description, they can be filtered out before anyone gets to know what they could bring to a role.

That’s a missed opportunity for employers as much as it is for candidates.

Looking at Talent Differently

The media industry has always been shaped by people with different backgrounds, experiences and career journeys.

Some planned their route. Many didn’t.

What they shared was curiosity, creativity and the ability to learn.

Before finalising the next job brief, it’s worth asking a simple question:

Are we hiring based on potential, or are we hiring based on what we’ve hired before?

The talent is out there.

We may just need to look at it differently.

At Think Differently, we help media, sales and marketing businesses connect with talented people who may not follow a traditional path but have the skills, mindset and potential to make a real impact.

Top 5 Emerging Roles in Irish Media & Digital Marketing

Back in April, as part of our Entry to Media Programme, we had a super insightful and eye-opening Masterclass with The Business Post’s David Cochrane. The Irish media and digital marketing industry is changing FAST, especially with the rise of AI, automation and new digital tools. There’s much talk about jobs being taken over by AI. But there’s also a lot of talk about NEW roles that fit into the changing landscape. During the session, several emerging roles stood out as key areas for future career growth.

Here are five roles that are becoming more important across media, marketing and creative industries in Ireland:

1. Editorial AI Operator & Prompt Engineer

This job is much bigger than just typing basic questions into ChatGPT. An Editorial AI Operator knows how to talk to AI models so they produce high-quality work. For example, they might use AI to generate 10 different headline options for a single story to see which one works best.

• Why they matter: They make sure the computer matches the brand’s true voice, style and values.
• Key skill: Clear communication. As David Cochrane says, “Prompting an AI model is the same skill as briefing a junior colleague”.

2. Audience Intelligence Specialist

Data is useless unless someone can explain what it actually means. This professional sits right between the editorial team and the data analysts to turn numbers into a winning business strategy.

• Why they matter: Instead of chasing  pageviews, they look at what makes readers truly value a brand and stick around long-term.
• Key skill: Data literacy. This means knowing how to spot a misleading stat and finding the numbers that actually matter to the business.

3. Product Thinker (Embedded in Media)

Websites, apps and newsletters are no longer identical for every reader. AI can now customize what a person sees based on what they like to read. A Product Thinker brings user-experience (UX) and digital sales funnel skills directly into the content team.

• Why they matter: They build smooth, smart paths on websites that encourage casual readers to become loyal, paying subscribers.
• Key skill: Understanding how users interact with digital platforms and optimising their journey.

4. AI Systems Architect

We are moving toward a world where different specialised AI tools talk to each other to complete big tasks—this is called the “agentic shift”. For example, one AI agent might spot a breaking financial trend, another gathers the facts and a third writes a basic draft. The AI Systems Architect is the engineer who builds this chain.

• Why they matter: They design the automated systems that handle data safely and efficiently.
• Key skill: System design, mapping out automated workflows and digital safety.

5. Business Model Fluent Media Planner

Today’s top media planners look deeply at how a publisher makes money (like whether they rely on ads or paid subscriptions).

• Why they matter: They protect their clients’ brands. They know how to audit a publisher’s AI policies to make sure ads don’t end up next to low-quality, automated content.
• Key skill: Critical thinking. They know how to ask tough, smart questions about a publisher’s actual audience quality.

Our Takeway

In a world flooded with  fast AI content, trust and human judgment are the ultimate competitive advantages. The jobs that are fading away are the ones that just follow a simple formula. The jobs that are booming require a mix of analytical thinking and human creativity.

In our business and in the media and marketing world, we spend a lot of time polishing our CVs and rehearsing our greatest achievements until we sound like a real life Linkedin page.

But here’s the thing, an interview isn’t just a chance for the company to get to know you, it’s your chance to get to know them too!

At Think Differently, we believe that finding your next move shouldn’t be a leap of faith. It should be a strategic alignment of what you love and where you can actually make an impact.

Before you commit your time to an interview, here are five questions to ask your recruiter to ensure the role is actually worth your time.

1.”Is this a brand-new role, or replacing someone who’s moved on?”

If it’s new, you’re likely a pioneer. Expect autonomy and the chance to shape things. If someone’s moved on, ask about their journey. Were they promoted internally? Did they take on a fresh challenge elsewhere? Each answer gives you helpful context for your decision.

2. How does the company define ‘success’ after six months?”

You want to know what are the most important skills or experiences the hiring manager is looking for. This question ensures that your definition of ‘success’ matches theirs.

3. “What’s the team culture actually like?”

Forget the ping-pong tables and the office beer tap! Yyou want to know about the people. Are they a group that brainstorms over coffee, or do they prefer heads-down focus time? At Think Differently, we’re big on culture add rather than culture fit. You want a place genuinely excited by what makes you different, not somewhere just looking to fill a seat.

4. “What can you tell me about the hiring manager’s style?”

Another one relating to culture but just as important. Your day-to-day experience at a job is shaped heavily by the person you report to. It would be good to know their style to ensure it matches yours.

5. “Is the company scaling fast?”

If it is, great! This infers that there’s lots of opportunity for progression. You can ask about that too!  A transparent recruiter will give you the context you need to understand the urgency and the opportunity.

PS: (A secret 6^th question!) Don’t forget to ask about the interview process, how many rounds, presentations etc.

Looking for your next move in media or marketing? Browse our current roles or get in touch for a confidential chat.

We might be talking about it a lot but we believe investing in the future of media talent is the best way to stay on top of a changing media landscape. Our Entry to Media Programme is officially in full swing, and we are loving every minute! 

So, here’s a reminder of what it is! 

Think of this programme as the ultimate bridge. We connect ambitious, entry-level talent, from fresh graduates to bold career-changers from all backgrounds with top-tier organisations across media, marketing and advertising. 

It’s not just about filling a seat. Candidates land real, paid roles and receive a year of structured training and mentorship to ensure they don’t just “start” a job, they thrive in it and learn more about the industry as a whole. 

So, what have we been up to?

Our latest cohort has been busy soaking up wisdom from some of the best in the business. 

Masterclass with Mairéad Kearns: The legendary Mairéad shared her 25+ years of leadership experience, teaching our group that trust and reputation are the real “secret sauce” of a long-term media career. 

Masterclass with David Cochrane: David (Business Intelligence & AI Director at The Business Post) took us on a deep dive into how Data and AI is reshaping journalism and audience trust. 

Winning Words with Des Doris: We got the inside track on how to craft a media award entry that actually stands out from the pile

Coming Up Next: We are buzzing for a Masterclass session with with Core’s Group Strategy Director, Andy Pierce. Our wonderful mentors are working away too!

Every person in the programme is matched with an industry mentor for their first year. These legends provide a “safe space” for career advice and industry navigation. A huge thank you to our  mentors representing the full spectrum of the industry:

• • The Agencies: Eiméar Ryan (OMG) and Manuel Yoacham (formerly WPP). 
  • The Media Owners: Dave O’Brien (Bauer Media)
  • The Data Whizzes: Christine Matthews (Kantar).

Want to Help Shape the Next Generation?

We’re looking for more forward-thinking companies to join us. By partnering with the Entry to Media Programme, you get:

• Job-ready talent who have already been screened for cultural fit and digital literacy. 
• Reduced hiring risk through our structured support during those tricky first few months. 
• A serious boost to your brand reputation as an inclusive employer who actually invests in diverse talent. 

Ready to find your next star? Drop a line to our Programme Director, Linda Healy, at linda@thinkdifferently.ie or visit thinkdifferently.ie. Let’s build the future of Irish media together! 

We are all talk here at Think Differently about mentorship lately. That’s because it plays a big part in our Entry to Media Programme, our own career and life journeys, and the media industry as a whole. So why does it matter?

Most careers don’t follow a straight line. They stall, accelerate unexpectedly and occasionally take a turn you didn’t expect. While obviously ambition and hard work are essential, are they enough on their own? This is where we suggest that mentorship can make a difference.

We recently ran a poll on our Think Differently Business page asking: Where do you think mentorship creates the most long-term value? The options were Leadership Growth, Faster Career Progression, Better Decision-Making and Personal Fulfilment. One comment really stood out: “I wish there was an option for all of the above!” Honestly? We agreed. Because the truth is, what you gain from mentorship can’t be something Googled or… Chat GPT’d! (We’re millennials, but we’re trying, okay?)

Leadership growth is often the most obvious benefit. Great mentors don’t just teach you how to do the job, they show you how to be a leader. You see how they handle challenges, communicate when things get tough and own their mistakes. That kind of real-world example sticks with you.

When it comes to faster career progression, mentorship isn’t about cutting corners. It’s about having someone help you make sense of the road ahead. A mentor can spot opportunities you might miss, help you avoid a few wrong turns and give you the confidence to take the next step. That simple “you’re ready” at the right moment? Our CEO knows just how powerful that can be from her own experience. And here we are now.

Better decision-making is another big plus. Early in your career, even small choices can feel overwhelming. Mentors bring experience and perspective. They won’t tell you what to do, but they’ll help you think things through, see the bigger picture and learn from mistakes without letting them knock your confidence.

And then there’s personal fulfilment, which often gets overlooked. Mentorship isn’t just about careers, it’s about people. Feeling supported and encouraged can build confidence that carries into every part of your life. It’s a reminder that you don’t have to figure everything out on your own. And some (in this company) would argue this is the most important part of all.

So yes, we wish “all of the above” had been an option too. Because mentorship isn’t just one thing – it supports growth in lots of different ways. And in an industry built on relationships and creativity, that kind of support really matters.

Our Entry to Media Programme is underway with industry mentorship playing a key role. Please reach out to entrytomedia@thinkdifferently.ie if you would like to get involved.

Trust is the foundation of every strong media partnership. Across newsrooms, agencies, production companies, creative studios and digital-first brands, the industry depends on genuine relationships. When organisations search for talent, they are not only filling roles. They are placing trust in partners who understand the pace, the culture and the personality of a close-knit media world.

Media is an industry where reputation moves quickly, and networks run deep. Employers want partners who understand their goals, values and team dynamics. Candidates want honest guidance and real support.

With trust, recruitment becomes more than matching a CV to a job. It becomes a relationship that strengthens teams and supports long-term growth.

We LOVE to talk about ATS Systems at Think Differently! They have their place but PEOPLE build trust

AI tools continue to evolve, helping improve searches, manage volume, and streamline processes. ATS systems also play a massive role in managing applications and keeping workflows organised.

But technology cannot replace trust.

Behind every CV is a person with ambition, personality and potential. Behind every hire is a team with its own rhythm, culture and creative style. Understanding these human elements takes conversation, insight and empathy. It comes from real industry experience, not algorithms.

AI can support the search. Trust shapes the outcome.

What builds trust with a recruitment partner?

Deep industry understanding
Media moves quickly. Trust grows when recruiters understand content, creative, digital, advertising, PR, technology and emerging trends, with confidence and clarity.

Clear and honest communication
Straight talking matters. Trust builds when recruiters offer open feedback on roles, expectations and market conditions.

A people-first mindset
Candidates trust agencies that see their full potential, not just their paperwork. Coaching, preparation and genuine care make a real difference.

Consistency and integrity
Irish Media is close-knit. Confidentiality, fairness and reliability earn long-lasting respect.

Trust connects the right people with the right opportunities. It speeds up hiring, strengthens performance and builds confidence for everyone involved.

At Think Differently, we understand the media and marketing landscape at every level. Our deep sector knowledge helps us connect top talent with roles across advertising, marketing, PR, creative, ecommerce, technology, digital and social media. We bring over 35 years of combined media and marketing experience. Together, we combine industry insight, strong relationships and a commitment to inclusive, people-first hiring.

Media is our home, talent is our passion and creating impact together is our goal.