Why this programme

Before starting the master programme Media, Culture & Society in 2020, Nicole already knew she wanted to work in the Netherlands after graduation. And so happened! Since June 2022 she is coordinating different marketing strategies internationally and improving the Employer Branding internally and externally at Picnic Technologies. Nicole: “I'm passionate about my role as Recruitment Communications Coordinator, because it allows me to be in close contact with our Supply Chain colleagues, while learning from top practices in the retail sector! As part of my role, I also conduct research efforts with employees to make sure our communication efforts are as effective as possible. That requires a set of skills that I was able to develop thanks to my master’s.” 

How did you land in your current role as Recruitment Communications Coordinator at Picnic Technologies?

When I was still an Employer Branding and Recruitment Marketing Intern at Signify, I saw one of Picnic's adorable electrical vehicles ride in my city. It sparked my interest, so I started researching the company, their values and contribution on a societal and ecological level. Coincidentally, they were looking for someone to strengthen their Employer Branding and Recruitment Marketing efforts; an area I had already fallen in love with thanks to my internship! After applying and meeting the team in person, everything was a great fit. 

What is your experience with finding a job in the Netherlands?

I decided to look for an internship right after submitting my master thesis, since I knew a company could hire me as a student intern, and then extend my contract with the orientation year visa. In that search, I felt the competition in the Marketing field was quite fierce, mainly due to my lack of professional experience, but also given that I did not speak fluent Dutch at that time. I mainly used LinkedIn to look for my roles, but I also sent open applications to companies that resonated with my personal values. The main challenge I faced, like many internationals, is that working in Communications/ Marketing often requires excellent Dutch skills. Because my mind was (and continues to be) set on surpassing that obstacle, I enrolled in Dutch lessons since I arrived three years ago, and now I can thankfully see the fruit of that effort!

In what way have extracurricular activities next to your studies helped you in your career orientation/ application process?

While I was studying, I worked different side jobs in which I had to speak Dutch. That certainly set the basis to start learning the language next to my courses with the municipality. Moreover, my internship with a very well-known Dutch company helped me gain significant insights into the Marketing field within Europe, so I definitely recommend being open to an internship as part of your study period! 

How do you feel working as an international alumna in a company in the Netherlands?

I am very fortunate to work in a very international company, while being supported by my Dutch colleagues in my journey with the Dutch language. There is always room for growth and for me to contribute from my experience living and working in other countries in Latin America.

What is your advice to international students who are seeking a job in the Netherlands? 

I would recommend that you thoroughly inform yourself about the visa possibilities offered by the government, as companies will often have more questions than answers in this regard. Also, I advise you to stay open to job opportunities outside the Randstad: competition can be less strenuous there, than in bigger cities. Besides, The Netherlands is a beautiful country, so you can also experience other sides of its culture by visiting regions like Zeeland or Limburg.

Back to school

When I was forced to work from home in 2020 (along with many others), something started to gnaw at me: I wanted to go back to school. I wanted to learn about communication and media on a more academic level and related to societal issues. That is why I decided to follow the master programme Media, Culture & Society at Erasmus University Rotterdam (EUR). 

Looking back at my study programme, the thing I enjoyed most was the freedom we had in the choice of paper topics. This allowed me to delve deeper into material that interested me the most: related to equity and media. This interest was further sparked by the EUR Master Honours Programme: Tackling Inequalities. Through a combination of the master and honours programme I have met a lot of different interesting, friendly, and inspiring people - both the students and the staff of EUR. 

The perfect mix

At the time I was writing my thesis, I started to get slightly anxious and also excited about what to do next. When I saw the vacancy of Community Manager at the Municipality of Rotterdam, I knew straight away I wanted to apply for it. It was the perfect mix between the experience and expertise I had already gained in previous work and in the masters programme, as well as my ambitions to work for the local government and someday have a positive impact on the world. As a community manager I am responsible for the local Facebook and Instagram pages of four areas in Rotterdam. The goal is to help people in finding their way to any help they may possibly need. For instance, if they want to organise something for their neighbourhood, or if they need financial support. On the other hand, it is also key to provide content people are interested in. 

Transparent communication

Because my study programme focused so much on equity, I have learned to look at governmental communication through this perspective as well. In times of low government trust, it is up to us to communicate in a transparent way. Moreover, I want to communicate in a way that speaks to all ‘Rotterdammers’. Therefore, our aim is always to word every message as clearly as possible. The Honours Programme also helped me a lot in coming to understand the possibilities and struggles local governments have to deal with. During my time at EUR, I have learned a lot about the power of clear and transparent communication. 

After my bachelor’s graduation, I spent a year working in social media marketing and web editing for a company operating in the beauty industry. As my days in the office went by, I knew we needed to make some structural changes in our language and representation practices. Our communication strategies and materials were far from inclusive and diverse, and I constantly felt the urge to turn things around.

However, although I have always been passionate about intersectional feminism and inclusion, I didn’t feel like I had the tools to implement such changes in my work at the time. That’s why I applied to the master specialisation Media, Culture & Society at Erasmus University, and I can happily say it was one of the best decisions I have ever made.

Research my own interests

Media, Culture & Society is everything I have hoped for: a solid, yet flexible dive into the complex workings of the media from a socio-cultural perspective. The most exciting aspect of the master specialisation is the opportunity to explore my own research interests within the structure of my studies. Every assignment, paper and essay I write allows me to use the knowledge co-produced in class with my peers and professors and apply it to real-life cases of my interest. In addition, the master specialisation is small-scale and easy to navigate as an international student. The professors speak excellent English, and the classroom is always an interesting and respectful site of intercultural exchanges. 

Favourite courses

My favourite courses so far are Media & Socio-Cultural Change, Digital Media & Cultural Identities and Television Audiences. These courses allowed me to understand how media can generate change in society, participate in better representational practices, challenge discriminatory narratives, and ultimately create more inclusive and fairer (digital) environments for everyone.

Minor difficulties

Throughout my studies at Erasmus University, I have encountered minor difficulties in getting acquainted with the research methodologies, typical of Media Studies. I had never applied any qualitative or quantitative research methods in my previous studies. Therefore, the contents of the Methods courses were new and foreign to me. However, the tutorials and professors were always very helpful, and I never felt overwhelmed by the assignments.

In addition, Media, Culture & Society is very fast paced and requires students to be on top of their deadlines at all times. That’s why time management and a good dose of organization are key to academic and personal achievements.

Future plans

My future plans (hopefully) include a PhD and a career as corporate communications director, expert in matters of diversity and inclusion.

Having done my Bachelor’s in Media Studies in my hometown of Pune, India, I always dreamed of pursuing my further education abroad. And so far, Erasmus University Rotterdam has exceeded all of my expectations.

Specifically talking about the master specialisation Media, Culture & Society, I love the holistic approach this master specialisation takes by providing students with a good theoretical foundation while giving relevant practical tools necessary for our future professional careers. This combined with the dynamic, multicultural and international-friendly environment on campus has only made my experience better and really memorable thus far.

I look forward to starting my career path in the field of media using all the knowledge I will have obtained from Media, Culture & Society and applying it in the real world. I believe calling Erasmus University as my alumnus university can only hold good things for me in the future!

Why did you choose the Master Media, Culture and Society? Was it a conscious choice for a specific career path? What other factors contributed to your decision?
I chose the Master Media, Culture and Society because it was a perfect addition to my Bachelor in Sociology and my strong interest in media. I read amazing things about the master and the Dutch teaching system and I wanted to add a more specialized education to my bachelor.

The fact that the master takes only one year while entailing the material of two years was just the cherry on the top, as I knew I'd gain a very intense education in the field of media culture. It was a very conscious choice for my career dreams, yes. I always wanted to become an editor. I wanted to learn as much as I could about the field of media and to conduct my own research on my special interest (fashion media) in order to really understand the sector.

Do you have any tips or recommendations for current students?
In the beginning it seems to be a huge workload. The important thing is not to panic and to have faith in your own abilities and the teachers: if you got in the master, you are able to pass it. The whole academic year is so perfectly organized, that it is more than possible to get everything done by the time it should be. So just breathe and go step by step.

How long did it take you to find a job after graduation?
It took me two months to get a traineeship. But in the meantime I was working already as a freelancer, so actually I was working right after I handed in my thesis.

How did you experience the job hunt and job application process?
I found it challenging, but manageable. Of course I was getting nervous and anxious to find a job as fast as possible, because I didn't want to depend on my parents anymore. But I had a quite high success rate with my applications: I was often invited to interviews and within the short period of two months I found a perfect match for me.

Were you well-prepared when you started your first job? Why/why not?
I started a traineeship, so it implies that I'm still being trained a lot. I had to learn a lot just by doing it. There are many practical things that are simply not taught in university, and that's okay. However I felt quite prepared with my degree and my specialized education.

For which organization or company do you currently work, and what is your position in the company or organization?
I am working at Mode Media GmbH in Munich, Germany. It is an international company with its headquarter in San Francisco. I am trainee editor.

What are your most prominent tasks?
I write and edit articles (for three websites), curated content from our network of blogs, I take pictures and edit them, but also I'm responsible for all our social network channels like Facebook, Instagram, Lookbook, Twitter, Pinterest. We just started the production of video content, so I'm part of that too, as well as communicating with PR agencies for different projects. 

Which components of your Master are useful in your current position or career trajectory?
Due to my thesis, I'm very familiar with the international blogosphere, which is a huge part of my job. Another point is that I'm super organized and can work under time pressure – two things that I've learned in my master as well. I just feel like I have a lot of knowledge that contributes to me feeling at home in this field. 

Is there anything you would like to add?
I enjoyed my master at Erasmus University very much and can only recommend the university to anyone who is serious about a certain field, especially when it comes to Media Studies. 

What was important in making up your mind?
Due my positive experience with IBCoM, I decided to pursue a Master program within the same faculty. Although my focus areas in IBCoM leaned towards another Master program, I reviewed the broad range of courses that I had taken during IBCoM and realized that my strengths and interests were more aligned with the Master in Media, Culture & Society. In my case, reading the course descriptions for this master program was very helpful because I got a better idea of what to expect in terms of content, which confirmed my interest in the program. 

What made you decide to choose for this master?
Accreditation of the program and the university, my positive experience with the faculty, as well as the research orientation and the international aspect of the program were all important factors in my decision. Having graduated from IBCoM, these decision factors needed no second thoughts. Instead, what was difficult for me in the decision-making process was to be sure that I was making the “right” decision (I emphasize the word “right” because there is no right or wrong decisions). Being an overthinker, I tried to predict my future career and include that as a factor in my decision. However, as it turns out, it can be hard to include that in your decision if you are uncertain about your future career plans. Therefore, my decision ultimately came down to listening to my strengths and interests. It might sound cliché but I realized that the only way for me to excel in my future career would be to build it on a master program that I’m passionate about. It was as simple as that; I just did not see it as clearly at the time.

How would you describe the connection between IBCoM and your master?
While there is a strong connection between IBCoM and Media, Culture and Society, the knowledge that you acquire during the master is more advanced. While you ‘dip your toes’ into many different aspects in IBCoM, you delve deeper into selective aspects in this master. What you learn in the Media, Culture & Society program is thus certainly not a repetition of what you learn in IBCoM!  

How would you describe your master?

• Intense but doable. You should expect a busy year, but it’s all worth it in the end. 
• Focused yet broad, meaning that you have the freedom to tailor the program to your interests within the realm of Media, Culture & Society. I was positively surprised to experience the different interests of my classmates, which was reflected in the diverse master thesis topics.
• Hands-on approach to the studies. More often than not, the students take the central role in this master through class discussions, presentations, debates etc.

In hindsight, what would you have liked to have known before, what you know now?
In hindsight, what I would have liked to realize more before, especially if you are graduating from IBCoM and you think that you know exactly what to expect: The Master in Media, Culture & Society is not the same as IBCoM or other Bachelor programs. It is on the next level and the expectations are in line with that (like it should be, of course). In my experience, your studies automatically become more of a priority in your master compared to before. This might seem evident, but many of us did not realize it beforehand. I guess you only know what I mean after experiencing it first-hand.

Any other points you’d like to add?
Studying and living in an international environment is, in my experience, one of the greatest ways of learning and developing as a person. The teaching approach in this master program, namely to explore the course subjects through discussions with students from many different backgrounds, takes great advantage of that. Consequently, you develop a more culturally sensitive and reflective attitude towards your studies, and surprisingly towards yourself.

More information about the Master can be found here: www.eshcc.eur.nl/english/mamedia/