Job Postings Research:
What are Employers looking for in a Graphic Designer?

By CRAIG KUNCE

Each year my students and I study real job postings (want ads) to learn what employers want graphic designers to know when they hire them. It is important research and has been helpful in recognizing trends and changes in our field. It also helps direct what I teach in my classroom.

As graphic designers working in a rapidly changing and evolving industry, we must keep our knowledge and skills up-to-date and marketable. I encourage my students to continue this research throughout their careers. It helps each of us maintain a level of professional competence and confidence knowing that we are in-step with our peers and valid in our career field.

Research Results

Students search for entry level jobs in "Graphic Design" only. They search four Midwestern States including Wisconsin, Minnesota, Iowa, and Illinois. Web sites include Indeed.com, CareerJet.com, SimplyHired.com, and JobsOnline.com. Some searches may overlap, as employers may advertise their job in multiple states.

Trends appearing in spring 2011 job postings

• Many companies asking for PowerPoint and sales/mktg presentation skills (possibly to save money and present to clients through the web and email—no travel expense).
• New skills: Social Media, WordPress, Mobile Devices, Google AdWords
• Far less requests for Graphic Designers to know programming languages—DW still popular
• More employers requesting applicants to have a web portfolio—URL link should be provided
• PDF portfolios DOA

• Strong continued trend to understand branding

• Strong continued trend to apply for jobs online
• Continued trend to know email marketing (no mention of how though—Constant Contact?)
• Continued trend to understand prepress (not very specific though)

Software

Employers Want Graphic Designers to Design

• Brand identity / Brand Campaigns
• Extend brand identity to advertising and marketing material
• Packaging
• Catalogs
• Brochures
• Advertisements
• Web sites
• Posters
• Sales material
• Print collateral
• Direct mail
• Sales & marketing presentations
• Interactive PDF presentations
• POP, POS (point-of-purchase/sales displays)
• T-Shirts
• Post cards
• Web banners
• E-mail blasts
• Web banner ads
• Newsletters
• Books
• Press kits
• Invites
• Banners
• Trade show booths and materials
• Signage

Other Things Employers Want Designers to do

• Design products that reinforce our brand image
• Launch campaigns in print and on Web
• Develop marketing strategies
• Strong typography skills
• Direct photo shoots of products
• Copy writing
• Write taglines
• Update Web pages with copy and images
• Photo manipulation, retouching and color correcting
• ADA compliant Web sites
• Understand online usability
• Illustration ability

Soft Skills Employers Want in Designers

• Marketing knowledge
• Prepress/production knowledge
• Communicate effectively with internal and external sales and marketing team
• Strong communication skills
• Able to present art and ideas
• Self-directed
• Understand generational design trends
• Creative, strong ability to conceptualize
• Team-player, cooperative
• Able to collaborate with sales
• Meet tight deadlines
• Flexible
• Positive attitude
• Accurate and detail-oriented
• Project management ability
• Strong customer focus

Education

Most employers request an associate degree, bachelor's degree, or "equivalent work experience" in graphic design. I suggest that students with an associate degree apply for a job that requests a bachelor's degree. The main factor during an interview is your ability to communicate that you are the best designer for the job, and that you show an outstanding portfolio of design work.

Experience

Here are some general guidelines to follow when considering how much experience an employer wants

• No Experience Necessary - Anyone can apply. An interest in the field helps here.
• 1–2 Years Experience - I suggest college grads apply. Most college grads have some freelance experience, and a few design contests under their belt. Also, most have a portfolio full of real-life projects and samples (that you did in class) to impress a potential employer with.
• 3–5 Years Experience - Only designers with 3–5 years experience should apply. These employers are looking for someone to take over and hit the ground running with little or no training or supervision.
• 5–10, or 7–15, etc., Years Experience - Again, only designers with 5–10, 7–15, etc. years experience should apply. These employers are looking for a seasoned designer.

Benefits You Should Look For

• Health Insurance
• Dental Insurance
• Retirement (IRA, 401K, pension plan)
• Paid Holidays
• Paid Vacation
• Sick Leave
• Bereavement Leave
• Personal Leave
• Flexible spending accounts
• Education/Tuition assistance or reimbursement
• Ongoing employee training
• Vision Insurance
• Profit sharing
• Employee stock plans

Application Materials Requested

Most employers expect applicants to apply online. This means that applicants should have a portfolio web site and application materials in PDF format, and a resume in .doc, .rtf, or .txt format.

• Resume
• Cover Letter
• Color Samples
• Portfolio Web site

Searched for "Graphic Designer" Jobs

"Web Designer" Jobs

Employers Want Web Designers to Create and Know

• Web sites
• Audio
• Video Streaming
• RSS Feeds
• E-mail Blasts
• HTML
• CSS
• Web Standards
• ADA Compliant Web sites
• Fireworks
• Understand Online Usability
• Strong Organizational Skills
• A Plus: CMS Development, SEO (search engine optimization), and eCommerce
• Applicants should submit URLs for at least five working sample web sites