Business and Recruitment Marketing Intern, Hong Kong
"To be a successful intern, you should always give more than what's expected. In the end, it all proves how you can bring value
to the company."
Clorinda is a rising senior at HKUST studying Marketing and Information Systems. She is avidly interested in tech and hopes to pursue a career in the tech industry in the future. Prior to this internship, she has interned at Jebsen as a marketing intern before. She is also heavily involved in AIESEC and is now the Manager of Partnerships and Development. To be a successful intern, always give more than what’s expected. That way, it can prove to people how you can bring value to the company.
Q: We’ve done a little Linkedin search on you and noticed that you’ve done an internship at Jebsen before. Could you share a bit about the key differences between your experience/internship here and over there?
As a business marketing intern at my previous internship, which was at a large B2B product distributor unlike a medium-size firm like Meltwater, I was mainly responsible for preparing marketing materials, contacting vendors, and holding trade shows to showcase the company’s products. Most of the time was spending on preparing for and managing trade shows to sell products like cameras and floor stones.
However, at meltwater, I’ve had a wide range of responsibilities, such as revamping the Greater China career website, preparing employee success stories, building a dashboard for clients, and conducting market research. I was trained to think like a consultant and provide customized service to clients. For example, fashion companies would ask us to build dashboards to track their product promotions, and food retail companies might need us to help them track food safety issues.
I was trained to think like a consultant and provide customized service to clients.
Q: How has your training at Meltwater differed from your previous internship?
Meltwater trains their talent differently than the typical company. Meltwater believes that to develop talent, their talent should be exposed to a range of challenges and learn from the mistake. Here, seniors encourage and help interns to seek challenges and push themselves outside of their comfort zone to learn as much as
possible, which may differ from some companies where interns are left to learn and work on their own. My TA supervisor would always remind me to actively ask for tasks from other departments, and when she sees value in a project she will immediately invite us to join. My seniors here always encourage me to be more involved, so I can get more real work experiences as much as I can. It is very rare to see at other companies. And this, I am very grateful for.
Q: What was your first impression of Meltwater?
From the first moment I stepped into the office, I could already sense that Meltwater wasn’t like the average company where you would have fixed responsibilities and limited exposure, but a collaborative working environment with lots of interaction with seniors and clients. At my previous internship, the space was very packed and everyone had their own cubicle. However, at Meltwater, it is an open space that encourages idea exchanging. Sometimes I would sit with the Talent Acquisition team for recruitment marketing projects or with the Client Success team for market research projects. This really prompts free thought exchange, and I am also able to learn a lot by observing how the seniors provide consultation to clients and asking them questions whenever I find something interesting. The atmosphere here encourages you to continuously learn new things and improve yourself – I really like it a lot.
In terms of tasks, Meltwater company culture is driven by impact, ownership, accountability, and teamwork. All the interns are tasked with real responsibilities from Day 1 and empowered to take ownership of their work. I had a difficult time learning how to build booleans for clients as the pressure and workload were substantial. However, it is rewarding to see the impact of my efforts and how they are able to help clients. I also had the opportunity to directly receive feedback from clients and through this, I was able to comprehend the full impact of my help, which was very rewarding. At some companies, they would limit interaction between interns and clients to avoid mistakes and risks. However, at Meltwater, interns are encouraged to interact with real clients at business calls which is something I never thought that I would have an opportunity like this.
The atmosphere here encourages you to continuously learn new things and improve yourself – I really like it a lot.
Q: Now that your internship is coming to an end, what elements of Meltwater’s company culture would you like in your future workplace?
The people. Everyone here is willing to help each other. Even as an intern, I have been included in many projects and been given constructive feedback on my work. One time, I was tasked to do a presentation on a fashion brand’s marketing efforts. After the meeting, my senior took the time to give me feedback on how I could improve my presentation skills. Moreover, at Meltwater, people will not deny your help or devalue your work because you are an intern. Instead, they think of you as full-time and give you similar responsibilities. So, in the future, I definitely would like a company like Meltwater where I am able to be exposed to different tasks and maximize my learning experience.
An internship is as important to me as a full-time job, so what I want or expect in a workplace is the same whether it is for an internship or a full-time job. Of course, when thinking about the future, you may also take into account the opportunities for a stable career. However, to me, the most important variable is just to work things that excite me and make an impact. All in all, I hope that my contributions, as an intern or a full-time, would bring value to any company I work for.
At Meltwater, people will not deny your help or devalue your work because you are an intern. Instead, they think of you as full-time and give you similar responsibilities.
Q: I am sure you’ve been assigned a plethora of tasks during your time at Meltwater? What kind of tasks do you find the most value in?
Tasks I did for the Talent Acquisition team, such as LinkedIn posts were very meaningful to me.. Some people may not know about Meltwater, and therefore, social media is a great way to increase awareness for our brand. We tried our best to use the shortest captions possible to both encompass everything we want to convey as well as catch people's attention right away.
On the business side, I found writing insight reports the most rewarding. I had to start from scratch, building boolean searches to look for interesting insights, forming a hypothesis, and investigating the findings by building dashboards. For instance, I was tasked to write an email marketing article on the topic of virtual banking. In the beginning, I did not have any clear idea of where to even start. I started building searches about virtual banking industry landscape, including the names of all the virtual banks in Hong Kong to configure the industry share of voice. Then, I moved on to see if there were any correlations between the announcement of the National Security Law and the increase in demand for offshore accounts through looking at news and social mentions. Having to work on a project independently from start to finish, and in the end, present my insights to my seniors and get feedback was very valuable to me.
Q: What was the favourite/most exciting task you’ve been assigned to do?
It would be one of the longest projects that I’ve done during my internships – a project for a client in the food and beverage industry. Although I was still building insight reports and doing demos, this project was special because I got to look at insights for the client not only in Hong Kong but in three
other regions as well – Indonesia, Malaysia, and Singapore. Moreover, I also found this project meaningful because I had to do an in-depth competitor analysis looking at different competitors and their preventive measures for COVID-19, digital marketing initiative, and CSR efforts. This was all very different from what I had done before. And again, I find completing a task from scratch very rewarding as it gives me a sense of real responsibility and value.
Q: Which is your favourite Meltwater platform and why?
I like Fairhair the most because it has everything on one single platform. It has engaged (an influencer outreach and contacting platform) and explore (a social media-specialized mention activity tracker). Fairhair searches also allow you to track information from a range of news and social media platforms, such as Facebook, Twitter, Reddit, Blogs, and even local forums like LIHKG. I think this is very useful for companies since they are able to track everything in one place in an organized manner. I am also able to filter the key media by region and by level of reach, which allows you to easily get the most significant and relevant news only. Dashboards can be built on Fairhair, which provides overviews of data gathered from your searches through visualizations and graphs by means of different media variables like share of voice and trending themes. This makes the research process much easier since you don’t have to look through all the search results to generate insights.
Over the course of my internship, I actually noticed that many companies use Fairhair to track news about COVID-19 and political issues, especially in Hong Kong given our political climate. Firstly with COVID-19, companies would like to track mentions of COVID-19 that may be negatively affecting their brand. On the other hand, with political issues, companies are worried about being linked to different political stances. So, they track their mentions to avoid boycotts or look out for incoming events, such as gatherings and riots, that may affect them.
In this day and age, data is the new currency; it is literally needed to substantiate every decision, whether it is related to marketing, production, or other business functions.
Q: How has your perception of the media analytics and intelligence industry changed?
A key realization is how media analytics can inform decision making. In this day and age, data is the new currency; it is literally needed to substantiate every decision, whether it is related to marketing, production, or other business functions. Before coming to Meltwater, I didn’t realize media analytics could be done in such a big scope.
Discussion around data usually surrounds internal data, for instance, revenue, profits, or return of investment. However, I’ve come to comprehend the impact of using outside insights - using externally collected data online from social and news channels to evaluate a company's performance. And media analytics enables us to track and predict our competitors’ performances.
I also think that using Meltwater, or having media data, in general, can help substantiate and increase bargaining and decision making power of departments internal to companies. For instance, KPIs for PR and marketing departments have previously been relatively vague, and quantifying increase in brand awareness is less possible. However, with Meltwater, they will be able to provide quantitative measures to support their KPI. Using measures like sentiment analysis and media exposure, a number could be put on their performance and used to help them to evaluate the effectiveness of their work.
Media analytics is an ever-growing industry; it is rooted in providing tech solutions to communication efforts. Everyone is getting their information online, and therefore, reliance on online data has been growing. If you want to grow your brand, you must consult data on your performance to inform expansion decisions. However, to validate the industry’s prevalence, it is crucial for it to stay up to date with data trends of different industries and innovate tailored and helpful tech solutions.
Q: What tips do you have for any aspiring Meltwater interns and how to be a successful intern in general?
The first thing is simply to be proactive to ask for help or offer help. Everyone at Meltwater is very friendly and they are willing to include you in their tasks or teach you things. Although I am a pretty shy person, I'm empowered to take action, contribute to the company's success, and drive value to clients. I would always send seniors a quick message to offer my assistance. After I finish a task, I would
ask for feedback to learn what I have done well and what areas need improvement so I can perform better in the future. I believe asking for feedback shows that you bear a positive learning attitude and that you are taking your work seriously. And thus, people will start to trust you with their projects and include you in them even if you haven’t asked them.
Moreover, be attentive to details at work and constantly seek ways to improve. For instance, I was once tasked with doing keyword searches for a client. When doing those searches, I didn’t just copy and paste the results and send them as they were, I looked through the results and provided my insights, such as what if there were any new recurring topics that should be included in future searches. Generally, to be a successful intern, always give more than what’s expected, in the end, it all proves to people how you can bring value to the company.