On Monday, I visited a UWO Continuing Studies Public Relations & Corporate Communications class (my friend Julia Michienzi from Richard Ivey School of Business is the professor) to answer questions students have about what to expect when they graduate and how to set themselves up to win in their career.

Magnets. How do they work.

I must admit, I’m not the best in these classic settings because how we deliver campaigns and run tbk Creative is probably unlike any other marketing agency in North America. We developed our own project management process, our own creative brief process, and our own framework to build social media marketing strategies.

These unconventional processes exist either out of our own ignorance or creative ambition to be and do different – maybe a bit of both.

Sitting in the room, I was asked what students could be doing to ensure a job.

I told them to focus on creating content.

As simple as this statement is, I thought it was important enough to write a blog article on it.

I believe the question isn’t what social media are you doing these days, but what content are you creating?

Content is king.

In the social media space, content is what sets personal brands (and corporate brands) apart, adds value to readers/consumers, and is one of the best ways to start conversations.

So if you’re a student reading this, I recommend (for what it’s worth) go start a blog. If you can’t write well, then practice. If you’re still convinced (I’ll still disagree), then go start a podcast. If you’re convinced you don’t have a radio voice (P.S. you don’t need one), then go start a YouTube.com channel. If you don’t have the time, then make the time.

In other words, go start something, and stick at it.

I heard a great quote once about commitment. I need to paraphrase it as I can’t remember it word for word and Google.com didn’t provide me the answer (if anyone knows the correct quote, please post below): “Commitment is the thing you do when the feeling you had when you created the commitment disappears.”

And don’t worry about the quality of the content. All that will come as your thinking matures (it’s going to mature your whole life). Focus, instead, on the content being passionate and expressive.

Focus on the content expressing you (your core never changes).

And when you can express you, employers will like you, connect with you, and want to hire you.

You’ll be like a magnet in a kettle shop.

P.S. – if you’re a corporate brand reading this, you may want to jump in too.

P.P.S. – Thank you Neil Hopkins, Dawn Lyons, Karen Douse Try, & Marti Lussier for working with me via Facebook.com and Twitter.com on the cheeky (borderline cheesy) kettle analogy above.

Andrew Schiestel is the Chief of WOW! Projects at tbk Creative, a web design & social marketing agency that instigates and accelerates consumer action around brands. To contact Andrew about speaking at your upcoming web marketing & communications event, click here. Andrew can be followed on Twitter here.