Communications professional, Tourism sector - Canada & various

What does your organization do?

Operation Groundswell is a non-profit organization that facilitates international service learning programs for young adults. All of our programs focus on and explore a specific social justice issue, combining cross-cultural education, meaningful community service, and off-the-beaten path adventure. We work in partnership with local non-profits and charities on community-requested projects to ensure true sustainability.

Our aim is to build a community of “backpacktivists” who are socially, environmentally, and politically aware of their impact in the communities they travel to and live in.

Can you please describe your current position? What are your day-to-day tasks or responsibilities? How does your role fit within the goals of your organization?

As the Communications & Marketing Director, I’m chiefly responsible for developing and implementing an integrated marketing, communications, and digital strategy for our organization. From planning our Facebook advertising campaigns, to managing our university outreach, speaking at different conferences and designing our promotional material, I bottom line it all.

On a day-to-day basis, I manage an internal team that promotes our programming to various universities across North America. I also liaise with external graphic designers, web developers, video editors and SEO consultants to direct the design and production of various brand assets including our website, posters, brochures or pamphlets, videos and other multimedia promotions. I also personally handle all of the content creation and distribution on our digital platforms including Facebook, Twitter, YouTube, Instagram and blog. There are a number of different moving parts to our marketing and communications strategy and it’s my responsibility to ensure that all of them are running smoothly and successfully.

Working at a small (but growing) non-profit organization means that I wear a bunch of different hats and no day is ever the same. But essentially, my primary role and responsibility is to spread the word about our organization, promote our model of ethical travel and responsible volunteering, and ultimately, find those backpacktivists to join us overseas.

How did you get your job?

Prior to my gig at Operation Groundswell, I worked with non-profit and development organizations, where I specialized in social media and digital communications at a time when it was just a nascent field.

More specifically, I spent two years working at Journalists for Human Rights, an NGO that trains journalists on how to report on human rights and governance issues in their communities. I was the organization’s first-ever Social Media Coordinator and was responsible for building their social media strategy and measurement frameworks. I developed social media guidelines for employees in both Canada and Africa; cultivated an online community of 3000+ students, journalists and human right advocates; managed a field notes blog from journalists on the ground; and even hosted social media workshops for citizen journalists.

Immediately after that, I spent time in the Philippines working at a press freedom organization called the Center for Media Freedom and Responsibility. I was responsible for researching and documenting profile cases of slain journalists in the Philippines while also assisting in the launch of the Philippines’ first-ever “Blog Action Day to End Impunity.” This gave me the opportunity to hone my writing skills for an entirely different audience, which is simply crucial for any communications position. It also gave me more experience with and exposure to that “bootstrapping” nature that makes the non-profit sector (and those who work within it) so resourceful and creative.

Those are just two examples of the kind of work I did prior to my current position, and it was definitely that kind of concrete experience I needed to really take on this position in marketing and communications. But beyond just having the qualifications and experience, what really got me this particular position was my ability to set myself apart during the application process. I knew there would be many other people with similar qualifications and I wanted to make sure I stood out from them all.

I sent in a pretty funny “visual resume” that my boss always says really got his attention from the get-go. It’s a PowerPoint presentation that laid out all of my experience and qualifications, but in a fun and quirky way that showed off my personality. I also did some “research” once I had sent in my application. I looked up the staff page and searched for mutual friends on Facebook and LinkedIn and asked those friends to put in an informal good word about me.

So I had the experience, but I also took the time to really find a way to set myself apart from other candidates and make sure I was the most memorable. It’s a tough job market out there and you really need to do your very best to market yourself and leverage your networks.

How important or relevant do you think a degree or education is in achieving work in this given field?

I’m not formally trained in marketing or communications for non-profits, or any other industry for that matter. When it comes to my day-to-day responsibilities, everything I do has been entirely self-taught. And with a role that is so heavily focused on digital media and communications—a constantly evolving and advancing field—practical, hands-on experience and continuous learning are essential for success.

Having said that, my studies in political science and sociology gave me some of the theoretical basis and broader background necessary to understand international relations and development. They were also invaluable in teaching me the research and analytical skills that are so crucial to my job.

So there’s a bit of interplay between my more formal background and the practical skills I’ve learned on my own—though I do tend to lean on the side of hands-on experience.

What would you say at the most important skills and abilities necessary to succeed in this career?

Writing, writing, writing! Working as a communications and marketing professional, you're going to be writing website copy, social media captions, media pitches, grant proposals, and all sorts of other pieces for a variety of media. It's essential that you are articulate, eloquent, and concise with your words and know what really engages your audience. You need to be versatile with your voice and tone, but still embody your organization's core messaging.

In international development, generally, cultural literacy is a big one. Being able to understand differences and nuances in the culture that you're working in will be integral to building trust and collaborating more effectively with your colleagues and partners.

How has your job allowed you to travel for work?

After my first year at Operation Groundswell, I was given the opportunity to join one of our international programs to really understand the work that we do on the ground. I travelled with a team of 13 to learn about LGBT rights, gender equality, and youth empowerment initiatives in Kenya, Uganda and Rwanda. The year after that, I travelled to Guatemala where our organization is building a hub on the shores of Lago Atitlan. I met with many of our incredible partners there and even got to roll up my sleeves and get a little dirty at our hub’s construction site.

These experiences have been critical for my understanding of the countries we work in, the social justice issues we uncover, our programming, and our partners. As the Communications Director, I act as the face and voice of our organization, so being able to speak to all of these points is essential. On some occasions, for instance, I travel around North America to speak at conferences or universities to promote our organization, and also to share the lessons we’ve learned about the opportunities and pitfalls that lie in the voluntourism industry.

For the most part, though, I’ve planted my roots in our head office in Toronto.

What do you enjoy most about working abroad, both personally and professionally?

Professionally and personally, I love the challenge and opportunity of cross-cultural exchange. When you’re working abroad, you’re forcing yourself outside of your everyday routine and comfort zone, you’re interacting with people whose values, ideas, or experiences may be far from your own and that is something truly special. That cross-cultural exchange allows you to gain a deeper understanding of the history, politics, and social background of another people and how that relates or completely diverges from your own home. It brings you face-to-face with your own cultural biases and simply forces you to think more critically about the world. Working abroad, as with any kind of immersive travel experience, expands your worldview entirely and immediately.

What are some of the personal challenges that you’ve faced while working overseas?

I personally think that my ethnicity is somewhat of a challenge—or at least a topic of multiple conversations. It’s funny, because coming from Toronto, you get used to seeing such a variety of faces and hearing different languages. It’s often easy to forget that other places are way more homogeneous. I’m Filipino-Chinese-Canadian and people have a hard time placing me when I’m abroad.

When I was working in Kenya, I stuck out quite a bit and I was received with a bit of wonder. In the Philippines, ironically, I was struck with the same sort of “outsider” feeling. I was born in the Philippines, I can speak Tagalog fluently, I know many of the cultural norms—but people still approached me with a slight difference. But alas, anywhere you work overseas, you’ll be a bit of an outsider because, well, you are. Best to embrace that and build bridges!

Being homesick is also often a thing I have to deal with. I love to travel and explore the world, but I’m also very rooted in Toronto, so there are days when I long for home. But that’s a special feeling that I cherish too!

What are some professional challenges that you’ve encountered working cross-culturally?

There are obviously cultural nuances that differ from place to place but, generally, I’ve found that things operate a lot more informally or casually in the countries I’ve worked in. Things just tend to move in a slower pace than we are used to in North America. Time is more fluid, and that can be frustrating. People don’t necessarily stick to the rigid schedules that tend to dominate our lives in North America.

When I was working in the Philippines, I also found that there was a more familial or friendly tone to relationships with colleagues, and a different level of respect for authority. My colleagues and I often referred to each other as either kuya or ate, which mean “brother” or “sister.” Meanwhile, anyone with seniority is always “sir” or “ma’am.” This isn’t so much a challenge, but just an example of the subtle nuances in culture that you have to adapt to when you’re abroad.

I’m lucky that many of the organizations and communities I’ve worked with abroad have always been warm and hospitable, but a critical challenge is definitely establishing trust with the people you are working with. There was a skepticism—if not just a curiosity—as to why I decided to volunteer in Kenya or work in the Philippines as a young woman coming from Canada. Going with the flow, keeping your cool, and adapting to cultural norms are essential to building and cultivating trust with colleagues.

As someone who has found success working abroad, is there any advice you might have to offer those who are thinking of taking their career outside of their own country?

Do it! It’s an unparalleled experience that will change your perspectives on development, the world, and life in general, a million times over.

But, be sure to do extensive research before you take that plunge. Where do you want to go? What do you look for in a place you’re living in? Remember that you’re not just working abroad, you’re also living abroad. This will be your life for months or years, so it’s important to have an idea of what you like in a country or city, first and foremost.

For instance, I’m originally from the Philippines but moved at a young age and always knew that I wanted to work in Manila at some point in my life. I was familiar with the place, knew the language, craved that tropical heat, loved and related to the culture. So I had a good idea of what I was getting myself into.
You should also go in with a realistic plan. Research the opportunities available in that city so you can better position your qualifications and experience. Securing a job in another country isn’t necessarily easy. Leverage your network to see what connections exist that might be able to open up more opportunities to you. And be prepared to show off your stuff!

Once you’re in country and ready to go, just also remember to be patient with yourself. Culture shock will happen, homesickness is definitely a thing, and cross-cultural miscommunications will inevitably happen.

Working in Kisumu, Kenya, for instance, was frustrating for me at times because the culture, the food, the language, the pace of life—everything was unfamiliar to me. More than that, my work there was different from what I was used to; I was still working in the non-profit/development sector, but I was working directly with communities as opposed to at head office, which was a bit of a culture shock itself. But it just takes a bit of time to adjust to your surroundings. Be patient, be respectful, and always keep an open mind.

Is there anything else that you would like to add?

As a communications professional, you are the gateway between your organization and the general public. Represent your organization’s cause, the complex issues that surround it, and all the people affected by it with as much respect, dignity, and justice as you possibly can.