Audience Expectations
The explosion of the Web and new media has redefined and created a whole new set of user expectations. Never before have audiences taken in so much information so fast. Quicker, tighter, shorter. If users can’t find the information they need in a matter of seconds, they’ll tune out or click away.

Similarly, if you cannot show a potential employer that you understand this shift in expectations, they too will move on to the next job candidate. If you are a designer, you must design an interface that is intuitive. If you are a writer, you must be concise. If you are an information architect, you must put the information that users want at their fingertips.

Knowledge of the Tools
Show your value to potential employers by demonstrating an understanding of the tools you will be using to communicate. Be familiar with basic HTML, understand how Dreamweaver structures Web pages, know how sound tracks are synched in Flash. Unless you are a developer, no employer is going to expect you to use or have in-depth knowledge of every piece of software but they will expect you to know the limitations of each of these technologies and programs.

Knowing Strengths and Weaknesses
Communications firms will always demand a working knowledge of your tools, but more importantly, they will need you to know the strengths and weaknesses of each of these tools and technologies in delivering your message to a specific audience. Demonstrate to a potential employer that you know when a Flash intro to a site is and isn’t appropriate. Know how much copy you can expect someone to read on a banner ad versus an email newsletter. Go into an interview touting any tool or program as the end-all-and-be-all of communications, and you probably won’t be invited back.

Using Technology as More than a Vehicle
Your use and understanding of technology should not just stop with your craft to be truly valuable to a potential employer, you need to demonstrate how you use technology to work smarter. Today’s communications firms are always looking for better, faster, more efficient ways to work. Know how project management tools–including such innovations as client extranets–can be both an inexpensive and convenient way to share information with clients. It saves the company time and money to invest in more important issues, like “being creative.”

Respect for Proven Communications Principles
Technology is important, but the most valuable asset an employee can offer is the ability to communicate verbally and in-person. Face-to-face communication skills are a necessity for any communication industry professional. The Internet has made it easier to connect with people, but has not replaced the importance of meeting with people in person. The competition for spots in today’s communications firms is tough. Not only do employers require the same set of skills they sought five years ago, they also want an entirely new set of skills that are technology-based.

To succeed in this industry, you must demonstrate a knowledge and respect for technology and understand both how it has and, just as importantly, has not changed the ways we communicate.

“Anyone in the state would have been proud to work for Koss,” says McCurdy. But, eight months after she joined, the winds of change suddenly altered her course. Koss summoned all employees into the cafeteria to announce the company had filed for bankruptcy. Like everyone else, McCurdy listened to the bad news in disbelief.

History Repeats Itself
In the face of an ongoing dot-com shakeout, thousands of workers across the United States find themselves in the same situation. What happened to McCurdy is all-too-familiar: A new management team took the helm, spent money aggressively, and expanded the company too rapidly. Before anyone knew what happened, the company was in trouble. Koss’s credit dried up; suppliers wanted payment in advance.

“We were in over our heads,” says McCurdy. Before long, the layoffs began, leaving just empty desks and darkened offices. In short, crisis ensued. McCurdy feared she might be on the pink-slip list. She had seniority on her side and was safe for the time being. But this was only a temporary consolation–the company could always close down completely.

Suddenly, McCurdy had to make a decision. Should she jump ship or pitch in and help resuscitate the ailing business? She opted to stay, a decision she has never regretted. Even though she faced the prospect of losing her job within weeks, it wasn’t a tough choice. “I loved the industry and I liked the people I worked with. Even though the company was in trouble, I saw it as an opportunity to take on new responsibilities and make a difference,” she says.

No Substitute for Hard Work
Like other loyal staffers, she rolled up her sleeves and wound up doing the work of three people. “We practically worked around the clock,” she says. “As scary as it was, it was exciting. Everyone lived and breathed the company because we had a big stake in turning it around.”

Hardly a year later, the company overcame its financial crisis and was out of the woods. McCurdy and a few others emerged as heroes. Management was grateful and McCurdy’s loyalty during times of duress paid off and opened doors that would have been difficult to pry open under normal conditions. In the space of six years, McCurdy ascended through the ranks from a training and development job to vice president for product development.

The moral of her story is simple: Crisis often breeds opportunity. “Many people make the mistake of jumping ship at the first sign of trouble,” says McCurdy. “But, often there is a good chance the company will pull through, which could mean incredible opportunities for the survivors.”

While the hero stuff sounds great, how do you know whether it’s worth sticking around? After all, nobody wants to go down with a sinking ship. “All you can do is try to make a good decision based upon the variables,” says McCurdy. “I believed in the company’s founder and its products. I saw real integrity and felt the company had what it takes to survive.”

Loyalty vs. Common Sense
While loyalty is admirable, Franklin Loew believes in looking objectively at the crisis situation from different vantage points. Loew is president of Becker College in Worcester, MA, and former head of a Boston-based pharmaceutical company. First, he says, you should evaluate the company’s products and services. Do they have what it takes to weather the storm? If the company is involved in unethical practices or if its products are flawed, get out fast. Second, can you risk taking a pay cut and losing your job? “If you have a family to support, it may not be possible,” Loew adds. “All these factors must be taken into consideration before you make your decision.”

An equally dangerous option is taking a job with a company that’s already in trouble. Many dot-coms fall into this category. According to a recent study by San Francisco-based Webmergers.com, a research service for buyers and sellers of Internet companies, 130 Internet companies folded since January and the closure rate is accelerating. More than 8,000 jobs were lost due to closures. About 75 percent of the dot-com shutdowns were in the B2C sector and 60 percent of the shutdowns involved e-commerce companies, Webmergers reports. And it’s not over yet.

You’re definitely taking chances when you stay with an ailing company or take a job with one struggling for survival, warns Amy Fried. She is an executive recruiter with Roz Goldfarb & Associates, a search firm specializing in new media placement in New York City. “In this sluggish economy,” Fried warns, “taking a job at a dot-com or telecommunications company is chancy. But, if you’ve been out of work for several months with nothing in the offing, what do you have to lose? It amounts to a smart survival strategy, especially if you have a family to support and a mortgage to pay.”

Crisis may be the ultimate networking opportunity, according to Gerald C. Meyers, former chairman of American Motors and co-author of Dealers, Healers, Brutes and Saviors: Eight Winning Styles for Solving Giant Business Crises (Jon Wiley, 2001). “Do the best you can and you won’t be forgotten,” he says. “Virtually every contact–company brass, employees, vendors, clients and customers–is a potential networking lead.” It’s also an opportunity to master new skills and potentially emerge as a leader.

But what does this mean to recruiters? While sources in the recruiting industry say they were concerned in the fall and winter, they are now predicting a healthy year as businesses continue to request candidate searches across a broad range of fields and industries. And with some of the “gold rush” mentality gone, recruiters are working under more normal conditions.

Not All Doom and Gloom
Several recruiters in the Boston area report that economic conditions are more realistic this year. New jobs are being created and new companies are starting up, but the sense of urgency has vanished. The new positions, recruiters say, are a result of careful business planning, and are thus less risky for both employers and candidates.

Traditional recruiting firms report that it has become easier to attract good candidates now that employees are not being bombarded daily with job opportunities and “grass is greener” messages. “We are back to the late ’80s and early ’90s and this means that the industry is back to normal,” says Dennis Moran, principal of Moran & Associates of Framingham, MA, a professional search and placement firm specializing in tax, accounting and finance specialists. “There are plenty of jobs in accounting and finance and good candidates. It is simply easier to find the good candidates because they are less likely to jump quickly for the latest new economy company,” Moran says.

Shifts Seen in Hiring Needs
Mark Warter, principal of Frontier Partners, a Boston-based firm that specializes in searches for early-stage start-up companies, has seen a shift in hiring. “Some companies are laying off across the board,” he says, while “others are bringing in marketing talent to find new and better ways to increase sales.” Warter has seen less demand for financial and telecommunications professionals, but adds that clients in industries that are not as market-dependent—such as health are and higher education—”continue to have a steady need for professional employees.”

Echoing those observations is Susan Kelly, a 25-year recruiting industry veteran and principal owner of S.D. Kelly & Associates of Dedham, MA. Her firm conducts searches that relate to the electronics industry. “Things are very different. I am finally able to take a breath and follow up with my wide network of clients,” says Kelly.

As the frenetic pace has eased, some companies are refocusing on long-term needs, Kelly says. “During the boom, manufacturing was racing to keep pace with orders. There was little time and fewer resources allocated for business development,” she says. “Now these same companies are rebuilding internally and externally. It may feel like we are standing still. Yet, the reality is that companies are rebuilding and creating key jobs that will position them for future growth.”

Currently, Kelly is filling senior-level positions in design engineering, sales and marketing. She notes that employment packages have changed. Salaries have remained the same, but stock is not awarded as freely and is often promised after performance goals are reached.

For Candidates, Patience Is A Virtue
Whether search firms specialize in new or old economy recruiting, it is clear that the recruiting industry is holding its own. There have been shifts in hiring as business needs have changed, but the volume of job opportunities is steady. Employers are taking their time to make hiring decisions. They’re still looking for good candidates, but they can be more selective about employees and more conservative with perks and stock.

That means job candidates need to be patient and more resourceful. They’re being forced to think more carefully about long-term career growth before leaping into a new opportunity. So shelve those dreams of getting rich quick with outrageous expectations for stock options, and hunker down instead to acquire solid experience while the economy rebuilds and rebounds.

According to the latest report from webmergers.com, 55 Internet companies shut down in April 2001, compared to only one dot-com shutdown in April 2000. Since January 2001, 435 Internet companies have folded. However, the layoffs aren’t only affecting the dot-com sector. Many non-Internet companies are also scaling down their workforces. Peter Vogt, President of Career Planning Resources and producer of The Career Services Kiva (www.careerserviceskiva.com), a comprehensive news and information web site for college and university career services professionals, believes employers may increasingly decide not to fill open positions, especially if the economy continues on its apparent downturn.

“This could hurt new grads in that many of those open positions might be entry-level positions or positions deemed non-essential, which often turn out to be the ones new grads have the best shot at,” Vogt said.

He is, however, optimistic that it be may too early to tell how the slowing economy will ultimately affect new college graduates. Vogt encourages new grads not to get complacent about their job searches. This is especially important considering the increased competition from recently laid off workers. Vogt believes that there will be more competition, especially in the technology and dot-com sector.

“I’m hearing more and more from people who graduated, say, a year or two ago and who now find themselves the victims of layoffs. These people haven’t accumulated much professional experience yet, and so they’ll likely be competing with brand new graduates for some entry-level jobs—and, in some cases, one-step-above-entry-level jobs,” Vogt said.

Seek Intelligent Counsel
Never assume there is a job out there with your name on it. Employers care about their bottom line and how you can help them. In order to answer that question, have your resume evaluated by a career counselor. They will help you to find your strengths and how you can fill a prospective employer’s need.

Dawn Rosenburg McKay, an About.com Guide for the Career Planning Site, believes students need to use all resources at their disposal.

“You have to be proactive about this (your job search). Use all avenues available to you—your college’s career services office, online/print job listings, and members of your network.” McKay said. “Make sure you have the best resume you can have—with a clear objective on each one you send out (this objective can change depending on the job for which you’re applying). Prepare for job interviews so you can present yourself well.”

Vogt gives the following tips for working with a career counselor:

If you are out of school, look into working with a private-practice career counselor, a counselor at a local community college or technical school, or a counselor at a local workforce development center. If you are a graduate who is geographically distant from your old school, see if you can work with a career counselor from a nearby college or university.

A counselor can evaluate your skills with assessment tools such as Strong Interest Inventory Campbell Interest and Skills Survey, Myers-Briggs Type Indicator, and computerized career guidance programs like ACT Discover, and SIGI+.

If you don’t want to work with a career counselor, there are many resources available to you. What Color Is Your Parachute? by Richard Bolles is an excellent resource.

If All Else Fails
Graduation has come and gone and you don’t have a job lined up. What do you do now? Vogt recommends earnestly searching for a job and using a variety of job-hunting strategies.

“It’s too easy to use only fairly low-percentage strategies like responding to classified ads or sending out ‘cold’ resumes,” he says. “Go ahead and use those strategies, of course, but understand that they can’t be your ONLY strategies.

Here are some strategies he recommends:

• Talk to people who work in your chosen field.
• Join a local professional group whose members work in your chosen field.
• Talk to family, friends, and acquaintances—especially well-connected acquaintances like clergy, attorneys, and others.
• Consider doing an internship or a co-op after you’ve graduated. Consider temp work. By temping, you can gain additional experience and get to know people working in various companies.

Vogt says that research has shown again and again that most jobs are landed through these types of networking efforts.

Keep Up Your Spirits
Vogt has some final encouraging thoughts and advice.

“When you’re down and not feeling good about yourself, it tends to come across in your demeanor and the way you carry and present yourself to employers. If employers think that YOU don’t feel good about yourself, why should they feel good enough about you to hire you?” he said. He recommends exercising, getting together with friends, reading, writing in a journal, or going fishing as ways to maintain healthy self-esteem and life balance.

Trends Favorable for Employment
The big picture, drawn by the National Education Association, the American Federation of Teachers, and federal and state Departments of Education, indicates teacher shortages through 2010. The number of teachers needed nationwide may rise by four percent, according to federal projections for 1998-2010.

The smaller picture shows acute shortages in the South and the West. According to the NEA, California alone will need 300,000 new teachers by 2010. If you are in the Northeast or Midwest, look for jobs in low-income areas. Also pay attention to enrollment and retirement trends. According to the National Center for Education Statistics, public elementary enrollment, which rose in the previous decade, will stabilize through 2010, while public high school enrollment will increase everywhere except in the Midwest and a few eastern states. High school enrollment in 13 western states may rise 11 percent between 1999 and 2010.

The line of gray heads marching toward retirement is good news for job hunters. In New York State, for example, 56 percent of all school employees in 1998-99 were age 45 or older, with 13 percent of those over age 55.

As in many other professions, minority and multilingual candidates are in particular demand. So, the education graduate most likely to get a job this year will be eligible to teach math, science, or a special need in a low-income high school in the West; will be an under-represented ethnic minority; and will speak the language of one of the school’s second-language populations. For this, an education graduate can expect a salary ranging from the low 20s to the mid 30s, but not before undergoing scrutiny worthy of a CIA recruit.

Requirements and Incentives
Teacher candidates face a host of requirements for certification. Provisional certification often requires passing a standardized exam and undergoing a criminal background check. In some states, such as Connecticut, full certification requires a master’s degree. However, most states offer alternative pathways to certification. Private schools, which often pay higher salaries, tend to demand master’s degrees but not state certification.

Many employers are turning to financial incentives to lure promising educators to areas of need. Massachusetts provides $20,000 bonuses for candidates who meet certain specifications. Some Baltimore teachers receive financial help toward buying houses, and a $10,000 bonus may be in store for new teachers in New York’s high-need areas.

Salaries Remain on Low Side
Teaching is not lucrative, according to statistics compiled by the American Federation of Teachers. In 1999-2000, the average salary was $41,820, with Connecticut reporting the highest average, $52,410. Alaska, at $33,676, had the highest average beginning salary, although the California Federation of Teachers is lobbying for a $40,000 minimum. California, New York, Delaware, the District of Columbia, New Jersey, Connecticut, Georgia, Massachusetts and Pennsylvania rounded out the top 10. Offering $20,422, North Dakota was 51st, with Idaho, Montana, South Dakota and Arkansas offering a bit more.

Help Online and In-Person
Some of the best sources for openings, requirements, incentives, salaries, special programs, and resume advice are the organizations mentioned above and the National Teacher Recruitment Clearinghouse (NTRC), all of which have web sites.

If you want to be an English teacher near Houston, for instance, an online search through NTRC will take you to Houston’s many listings. A few clicks on Georgia’s Department of Education site in mid-May revealed 120 openings in DeKalb County.

Of course, you will want to turn to real people in the real world for help. Consider the advice offered by two educators in western Massachusetts, where demand for teachers is spotty.

“Be specific about your classroom experience,” says Anne Mislak, principal of Sanderson Academy, a public school for K-6 in Ashfield. “Mention the grade level and school.” Interviewees are asked to bring something indicating their qualifications. “What they bring tells a lot about them,” Mislak says, adding that a portfolio is a good choice.

When Anna Garbiel reads resumes from recent graduates, she also looks first for classroom experience, then to transcripts for grades. Garbiel, principal of Montague Center School for preschool through grade 3, in Montague, MA, says references should relate directly to a candidate’s teaching experience. The way you present yourself on paper counts a lot, she says, but “be yourself. You should feel very good about yourself if you get an interview.”

If you don’t, just consider the big picture. Given the need for teachers nationwide, somewhere, someone wants you.

More Than Code
Game designers and programmers use the same code as other software programmers. If your interests lie in building games from the foundation up, you’ll need to have serious coding skills. “But your ability to tell a story with code is definitely a unique set of skills for the video game industry,” says Mike Goodman, a gaming industry analyst with the Boston-based research firm The Yankee Group.

“In general, most programmers can write the [code] that [is] necessary. But the really good ones can do that and then conceptualize it into the bigger picture of telling a story and providing entertainment,” explains Goodman.

Tammy Dargan, a project manager at Sierra, a Seattle-area game publisher, says that game designers need a wide variety of talents, from the ability to think algorithmically (”If this, then what?”) to an understanding of current and future technologies to solid written and oral communication skills.

Diverse Backgrounds
Game designers can come from any background Dargan once worked with a designer who had been a cross-country test driver for a Japanese auto maker. If you’re not a programmer, you might be able to find a way to tie your current calling to the game industry. For example, take David Wehr, a former architect who is now a level designer for San Rafael, CA-based LucasArts Entertainment.

“Level design and architectural design are actually very similar,” says Wehr. “You are dealing with many of the same spatial design issues. Working in a game world is way more fun, however. For one thing, the projects are cooler. Rather than working on office buildings and loft remodels, you work on space stations, giant off-world fortresses, and star ships.”

If you’re interested in working on game or level design, Wehr recommends that you play many different games. Pay attention to what works and what doesn’t, and how you could make a not-so-good game a great one.

There are plenty of free level editors and game design tools on the Web that anyone can use to try their hand at the creative process. For starters, try Wild Tangent (http://www.wildtangent.com), OpenFX (http://www.openfx.org), Macromedia (http://www.macromedia.com), and 3D Matrix (http://www.3dmatrix.com ). Interested designers can also check out their favorite games’ Web sites for more information. Many games ship with their own editors to encourage level and “mod” (modification) creation. “It’s a good way to see what’s involved, see if you like it, and get some experience. If you have some killer playable (well-designed) levels in your portfolio, that really helps if you’re trying to break in,” advises Wehr.

Write All About It
There’s another way to be involved with the gaming industry: as a reviewer. We all have opinions about the games we play. If you can get someone to pay you for those gripes and praises, then all of a sudden it’s a job.

Getting started is the hardest part, says Olafson, whose most recent articles were “Game Theory” columns for the New York Times. Olafson felt that his journalism background helped him break in. Having an English or journalism degree and experience with publications can be a definite plus, but it is not a prerequisite. “This is still a fan-based industry, and I’d bet there are still many more gamers who write than writers who play games,” he says. “You do need to love games and have at least some knowledge of their history and how they work. And you need to be able to express yourself in a cogent, interesting way.”

Game Prizes
Gaming industry salaries vary widely. Entry game designer salaries start at as low as $20K a year, and experienced designers get as high as the low six figures, with an average in the $50K to $60K range. Royalties are an additional source of income for some successful game designers. Game journalism salaries also vary, but they average in the $30K to $40K range.

Despite the attitude that working in the gaming industry isn’t all playtime and cotton candy, most of the folks who are lucky enough to work there realize their good fortune. “It’s an incredibly cool place to work,” says Goodman. “Where else can you get paid to play games?”

The American Institute of Certified Public Accountants (aicpa.org) has a different explanation for the higher standard. “As an accounting major in college, you must take a stipulated number of accounting courses. Therefore, you don’t have a chance to take many electives,” says Joe Bittner, manager of career services for the AICPA. “Students were coming out of college well prepared to do accounting problems, but lacking in business and communication skills.”

When plotting a career course, today’s college student prefers the MBA degree. It offers a hotter ticket to opportunity and income potential, according to Bochner. “The pay in our field is not great. At one firm I did some consulting for, there were guys with 15 to 20 years of experience making $65,000 or $70,000.” That’s why many accountants bring in additional income outside of their jobs.

On-the-Job Training
Aside from the academic and national exam requirements, CPAs must also work in their field. A decade ago, a majority of students aspired to work for public accounting firms, where they gained hands-on experience in assurance services such as auditing. But now they dive right into industry or specialize in non-traditional areas. “About half of the AICPA’s 337,000 members,” Bittner says, “work in areas other than public accounting.”

For example, a growing number of CPAs are handling WebTrust or SysTrust work. Bittner explains: “CPAs go in, audit a Web site, and decide whether or not to grant it a seal of approval.” And because business software programs are so popular, CPAs are often tapped as system consultants in the development phase. Though Uncle Sam is not exactly a magnet for today’s accounting grad, government work is available. “Six hundred forensic accountants work for the FBI,” says Bittner. “They concentrate on white-collar crimes like money laundering and bank fraud.”

The gradual graying of America has stepped up the need for more elder care professionals, and thus it’s become another niche for accountants. “People are living longer. And as they do, CPAs work with their family members, health care organizations, and assisted living facilities to work out legal and financial issues and make sure a person’s goals are met.” Thus, CPAs can also leverage their expertise by doing estate planning. “If you don’t do proper estate planning,” Bittner says, “the government can take about 70 percent of your property and other assets. CPAs are well versed in the laws and can help you take measures to produce the best outcome.”

Home and Small Business
The ability to work for oneself is a highly valued (and often exercised) benefit for CPAs. After graduating from Syracuse University and obtaining his CPA license, Bochner paid his dues by working in the tax departments of two large accounting firms. Since opening his own practice, he has built a large client list and prospered financially. Plus, he doesn’t have to worry about being laid off.

Bochner’s small business clients call on him to handle payroll issues, submit corporate tax returns, balance checkbooks, make financial projections, and prepare disclosure statements. “I may also advise them on whether to buy or lease equipment and cars,” he adds. But there is one service that he will not provide: money management. “There’s a tremendous amount of money to be made,” he says, “but you may be looked on in a different light, especially if [your client] may buy mutual funds and insurance from you.” Upon request, Bochner simply refers his clients to trusted third-party vendors.

Evolution and Survival
The accounting profession has evolved over the last few decades–and the computer has made a sweeping impact. “Back then,” Bochner says, “a PC wasn’t on everyone’s desk. You’d take a tax return, send it out to a service bureau, and they would send it back to you.” But with accounting software programs like Quicken and TurboTax on the market today, more individuals are filing solo.

Will the accountant’s role become extinct? No, says Bittner. “These programs are purely mechanical. They can multiply and divide for you, but they can’t say, ‘Did you know that you can deduct this or that.’ A person may save a few hundred dollars that they’re not paying their accountant, but what about all the time it takes to prepare the program? And there are deductions that they may have left out. For parents who have children in college, the recently adopted child tax credit is worth thousands. A computer may not ask the right questions.”

Not all the layoffs have been in the dot-com or high-tech fields. Delta Air Lines subsidiary Comair announced layoffs of 2,400 people in May.

What does all this mean to the new college grad or job seeker? Should you crawl under the covers with a bag of chips and the remote, or get out there and pound the pavement? It seems like few industries or regions are immune from layoffs, but there are bright spots.

What Does It Mean for You?
Despite the big layoffs, unemployment is still low, but the skills in demand have changed. In the technology field, those with softer skills—writers, editors, marketing personnel—are finding it tough to get hired, while computer programmers and other computer specialists are still in demand.

In Texas, the high-tech industry has more openings than job candidates. Last year, Texas needed 35,000 IT workers, but half of the positions remained unfilled. The situation is similar in Washington State, home of Microsoft, where industry association Washington Software Alliance says hiring outpaced layoffs in the Internet and software sectors and will continue to do so through 2002.

Although industry growth has slowed, the WSA projects a need for 12,000 new technically trained employees by 2002, with about half as programmers or software engineers.

Not technically-oriented? Other national surveys report that the best prospects for finding jobs this year are in retail, transportation, education, and public administration.

Time to Think Small
While the layoffs at industry giants grab the headlines and cause shudders on Wall Street, small companies go merrily about their business, and many cannot find the workers they need.

In a recent survey, American City Business Journals found that only 1 percent of small businesses expect to reduce staff over the next six months. In fact, about 18 percent are planning to hire more employees during that period.

Loving Las Vegas
While this might not be the year to move to Silicon Valley, other regions are prospering. Consider two: Las Vegas and Washington, D.C.

According to the most recent census, booming Las Vegas is the fastest-growing metropolitan area in the country, attracting 6,000 new residents a month. And those residents are finding work. The unemployment rate in Nevada is at or below the national rate of about 4 percent. Look for work in services industries, which dominate the local economy, starting with tourism and casinos.

Before you move, consider the book The Money and the Power: The Making of Las Vegas and Its Hold on America, 1947-2000 By Sally Denton and Roger Morris. It will give you a real understanding of what makes Las Vegas tick and why you might want to throw the dice and make your move out to the neon oasis.

Another employment hot spot is the nation’s capital and the surrounding suburbs, where businesses are creating jobs faster than they are cutting them. The region’s mix of industries—government, service, and technology—has softened the impact of the slowdown felt elsewhere in the country.

If you’re looking for a job, expand your search to new regions and new industries and be part of the next big wave in employment: the return to the real world.

Technology Skills Are in Constant Demand
Today, the twin catalysts fueling the Internet are content and commerce. Both are data-driven applications. The telecommunications industry is finding itself in the enviable position of being a conduit to the world’s emerging economic engine. The industry is racing to install advanced technology and create the necessary alliances to manage the explosion of data traveling through its systems. The sheer volume means skilled database administrators will be in constant demand.

Programming skills are becoming an increasingly important prerequisite for landing almost any technology-related position. Visual Basic, C/C++ and Java are appearing in want ads, even for positions that typically have not required them, such as:

• Project managers
• Business analysts
• Training managers
• Technical analysts

Software engineers face unprecedented challenges in developing user-friendly interfaces for the legions of marketing managers, financial officers, customers and other non-technical types who are demanding the capability to manipulate data on a daily basis. As any business leader will attest, there is still plenty of room for improvement.

“Business is still somewhat uncomfortable with technology,” says Angela Malezciuk, owner of IT consulting firm, Zipperhedz Technologies Inc., in Ottawa, Canada. “We do find a greater understanding when we talk to technical people. However, that’s starting to change for the better.”

Artists Team with Tech Experts
For those with a creative streak, one of the more interesting partnerships to develop from the Internet is the teaming of professionals in creative fields with technology experts who adapt their vision for the Internet.

“The Internet is a tool like other media,” observes Sheila MacLeod, president of Internet marketing communications and public relations firm, Sheila MacLeod and Associates, also in Ottawa. A lifelong fascination with technology has helped her gain the respect of IT professionals while interpreting complex subject matter for a business audience.

“As a communicator, I am constantly walking the line between two camps,” she notes. “Both sides are relieved to deal with someone who understands their point of view.”

Those with artistic personalities, as well as scientific, are finding rewarding Internet careers in creative pursuits such as:

• Film production
• Advertising
• Copywriting
• Music
• Photography

Although techniques developed by these teams eventually filter through to not-for-profit fields like education and medicine, they typically make their first appearance in the business world.

E-business on the Rise
The Internet has been something of a disappointment as an engine for profit, but that, contends Bruce Temkin, an analyst with Forrester Research, Internet research specialists in New York, is already improving.

His recent study of e-business trends differentiates between the current, but fading, environment of e-commerce and the rise of e-business. E-commerce is the sale of tangible products to consumers (business to consumer, or B2C). E-business is a broad category encompassing the multitude of relationships involved in business-to-business (B2B) transactions.

The hallmark of e-business is networks, both technical and personal. If you have 90 names on your chat list, you’re already a skilled networker. Temkin believes the current crop of 16- to 24-year-olds will excel at dealing with the intricate web of marketers, procurement specialists, manufacturers and distributors from around the world that will shape the character of economic activity in the coming years.

Internet, Telework Remove Obstacles
There has been considerable discussion about the “new” Internet becoming perhaps more rigid than the early days of the cowboy dot-coms. While a more formal aspect is undoubtedly emerging, it has by no means eliminated the freedoms envisioned by Internet pioneers and early entrepreneurs. For every Armani-clad negotiator heading into a boardroom, there are legions of teleworkers whose uniforms of jeans and bathrobes is unlikely to hotwire any fashion trends. Many are parents, who have found the flexibility of Internet-based occupations the ideal solution to the careers/children conundrum.

“With increasingly sophisticated security and more systems open to the Internet, telework is becoming a much more diverse work experience,” says Malezciuk. Her company provides telework opportunities for military spouses, whose frequent relocation previously proved an obstacle to sustained career development. “The key is to find something you enjoy doing and are good at.”

No matter what your area of interest, chances are good that some aspect of it will eventually involve the Internet. Rounding out your skillset to include creative, business and technological expertise will ensure you a place at the forefront of a globally competitive labor market.

Do Your Homework
Research the expected salary ranges in your prospective company’s market before you negotiate. Calculate both what you want and what you need to live on. Keep in mind the lowest offer you can accept before looking elsewhere. Consider both the value of the job and your value as a potential employee.

Getting Started
Maryanne Wegerbauer, author of Job Offer! A How-To-Negotiation Guide, suggests waiting until you have been offered the job before bringing up salary or benefits. Without an offer, you have no leverage. “Once an offer is made, thank the hiring manager, affirm the positives about the offer, ask for a copy of the employee handbook, and ask for a time to get together to review it. This opens the door for further negotiating,” says Wegerbauer.

Wegerbauer suggests you consider the negotiation process in the same way you would a project, with both advanced preparation and communication of your needs to your potential employer.

“Manage your career as if you were building your own business. What does each company have to offer if not high salary? Does this company offer career growth and job satisfaction? If there is a development opportunity, it may be an acceptable trade-off,” says Wegerbauer.

Creative Negotiating
Salaries drop when more people are looking for work, but you can ask for other workplace perks. If a company offers you a lower salary than you want, counter-offer with a well-researched rationale on why you deserve more.

Genice Reed has gained much negotiating experience over the past five years in various human resources roles at Motorola. She meets potential employees with more on their minds than salary.

“Because things have changed in the market, all is fair. If it’s more important for the person to have fewer stock options and more salary, that’s okay. If the salary isn’t what you had hoped for, but you’d be happy with half-day Fridays, that’s okay too. Also, having a life outside of work is more important now than ever, so people are willing to trade certain benefits for others,” says Reed.

Ron Marshal is a headhunter at Synergy Partners, Inc., an executive recruiting firm in New York City. Marshal says that a job candidate should not push for more salary than is possible in his or her particular market. Health and 401K benefits are not usually negotiable either, but one can ask for tuition waivers, guaranteed minimum bonuses and stronger relocation packages. Marshal also points out that a candidate with two or more job offers has more power when hitting the negotiation table.

“You have more control when you know you’re getting more than one offer. The more offers you get, the more leverage you have in negotiating a salary and benefits package,” says Marshal.

Helpful Hints
There are many ways to get additional help when negotiating. A headhunter can often be beneficial. Since companies pay headhunting firms a 20-30% cut of your salary, it is in the headhunter’s best interest to help you get the best deal possible. These agencies also provide clients with detailed market research and offer interview training.

Wegerbauer recommends joining a professional organization in your field that can put you in touch with your peers and help you network to find the perfect job. Other helpful hints include contacting your local chamber of commerce and taking advantage of state-run “jobs and benefits” counseling.

Hanging On
When recent college grad Susan Jennifer hit the work force, she discovered that universities often quote salaries well above the market mean.

“In school, they tell you that finding a job will be easy, but in reality, it is a very difficult process. Your first year out can be intimidating and sometimes you may feel like you have no room to negotiate, especially with today’s economy,” says Jennifer.

She explains, however, that if you can show the company market data displaying the salary you want, you may find yourself with more money. Also, if you can reiterate your value to the company and demonstrate how you differ from other candidates, you will have more negotiating power overall. If you still come up short, Jennifer suggests looking into freelance or part-time solutions.

You may have to make short-term compromises, but keep in mind your long-term goals. Knowing what you want, when you want it and how you plan on getting there will help push you toward achieving a job and salary you can live with–until the slump is over.