Carla Carstens on Entrepreneurship and Job Seeking in 2020
“It took a lot of work, and it did not look like how I thought it would. It was really hard releasing that idea in my brain of what my career was supposed to look like versus what it actually did look like. It took a while, but I got there, and it just got better and better every year!”
Photo: Carla Carstens
As three recent graduates of the Gabelli School of Business at Fordham University, we (the three C&W co-founders) have been navigating the post-grad job search while managing our own business at the same time. Trust us when we say it’s been challenging. With this, we consulted an industry expert and highly regarded career coach, Carla Carstens, to answer all of our burning questions on entrepreneurship and starting a career in the fashion industry. Not only does she help women get their dream jobs, but she is also the founder of FreeFashionInternships.com and CC Party Co., a keynote speaker, the Director of Communications and Events at Kinship, and candidate for a Masters degree in Management from Harvard.
Spoiler alert: she gives some of the best advice around.
The C&W co-founders on a Friday afternoon Zoom call with Carla!
How do you juggle managing multiple businesses, running Communications and Events at Kinship, getting a master’s in Management at Harvard and acting as a career coach and public speaker all at the same time?
You know, it’s so cheesy, but it’s literally priorities. I know it’s not as black and white as you either want to do something or you don’t, but I have to make hard decisions, and if I want to do everything that I want to do, that means I have to make sacrifices. So, I just prioritize all of that plus being social. I don’t sit and binge watch Netflix on a Sunday; it’s just not something I do. I really want to watch all the Housewives, like really badly... but I wake up early, calendar my day and don’t stay out until 2am. It’s just choices. I have the same amount of time as you guys, and we all have the same amount of time as Beyoncé… so it’s all possible! It’s all about organization and being strategic with your time. It’s boring but it works.
You’ve founded multiple successful companies so far in your career. What advice can you give to female entrepreneurs looking to start their own businesses?
Truthfully, any idea I’ve ever had is because I’m trying to solve my own problem. [I started] FreeFashionInternships.com because I didn’t understand why it was so hard to find fashion internships if I didn’t go to a fashion school and had to click to 30 different tabs. Indeed and LinkedIn didn’t exist when I was in college, so it’s a completely different landscape [now]. I sell party decor on Amazon. It’s mainly for bachelorettes and baby showers. The reason [for that] is because over the past ten years, all of my friends have been having baby showers and bachelorettes. One of my girlfriends was having a bachelorette in Tulum, and I was in charge of decorations. I [went] on Amazon, and it could’ve just been a little bit better, so I made it a little bit better. I started that business with $200, and I started FreeFashionInternships with $0. None of the businesses I’ve ever started required thousands and thousands of dollars; it was all personal time invested. Solve your own problem because chances are, other people are experiencing the same thing. Don't convince yourself that just because you don’t have $100,000 in the bank that it’s not possible, and also don’t shop for people’s opinions ever. Like, ever.
Carla is originally from San Diego, California and like many people, was passionate about fashion but didn’t know it was possible to work in the industry growing up. Once she realized it was an option, she began seeking out internships with small designers in Orange County, mainly surf and skate brands, which led to bigger and better opportunities. After graduating from college, she moved to New York City, and after interning for a few months, eventually landed a job at a celebrity PR firm that was starting a branding division.
“I like to remind people just because your first few opportunities and even your first few jobs aren’t perfect, it doesn’t mean that you’re never going to get there.”
What are your top three tips for college students and recent grads looking for internships or job opportunities in 2020?
I will say - and it’s an unpopular opinion - but there are a lot of really great jobs out there [right now]. They’re a lot harder to find, and it’s harder to stand out because you’re now competing with people who are more experienced than you but, given financial circumstances, are 100% willing to take pay cuts because the stakes are frankly higher for them.
So much of your job search and your success actually comes from an emotional confidence standpoint. So numero uno, remember who you are. Like, straight up.
You need to write your resume for the job. They’re not going to infer anything or read between the lines; you need to tell them. To have one resume is just not going to get you anywhere. They want to read your resume and be like “Damn, this person is literally who I’m looking for!” So take the job description and your base resume, and bridge the gaps.
Have a strategy in your job search. Job search fatigue is very, very real. You’re wasting your time applying to every single thing out there, even just for the sake of it. Psychologically, say you apply for ten jobs that you don’t even care about, you know you’re not really qualified for, and you don’t exactly live in Miami … You’re going to walk away from that day, and if you didn’t hear back from ten jobs, it’s not like you didn’t hear back from ten jobs you didn’t really like, it’s that you didn’t hear back from ten jobs. If you’re not strategic, you’re going to miss out on other opportunities. Make sure you’re applying for jobs you really want, be honest about what you’re qualified for, and again be strategic about how you’re going about it. Apply through the LinkedIn posts. I always say do it - you never know - but rarely do people get jobs that way. Use LinkedIn to see if anyone you know knows someone there. In reality, there are a lot of politics that come with hiring.
“It’s important that you’re strategic and that you do everything you can to gun for the jobs you want. It’s the only way you’re going to get hired in this climate. Fight the fatigue, and be strategic!”
In these unprecedented times, it can be difficult for those on the search for full-time jobs and internships to stay motivated after not hearing back from their dream companies. How can they maintain motivation, and what are a few common mistakes they may be making?
That’s such a good question, and I hate answering it because it’s not anything anyone wants to hear, but it’s the truth. The people who get the jobs are the ones who are gunning for them so numero uno, check yourself. Are you really doing everything you’re supposed to be doing? I know it sucks to reach out to people. It’s awkward. But you know what’s more awkward? Living with your parents two years later. Email your boss; they expect it. You’re working for free [as an intern], so it’s an exchange of services.
So let’s say you are doing everything you’re supposed to be doing. Give yourself a day, and try to move on, but don’t let it linger. Get moving, exercise, do something that makes you happy, go out with your friends and have a night - corona-style. Get that confidence back the way you need to. You have to let go of the idea [that you career path will be perfect]. Your career is not going to look like what you thought it was going to. It’s about timing and being at the right place at the right time, and it’s okay if your first job isn’t perfect. It’s ok if you don’t work in fashion for your first job. Look at other options, especially right now. Don’t pigeonhole yourself in a job that you hate hate, but take a PR job in lifestyle, beauty or celebrity. There are other ways to pivot, but just make sure that you’re supporting what you want to do [in the future]. You must be networking with the right people, and don’t rest on your laurels. Make it happen for yourself. That’s what I did. It took a while; on paper it took me, like, almost 3 years, but it happened.
For someone interested in working in fashion, what are some things they can be doing right now, outside of their job search, that will help them stand out and have a better chance of landing a job in those industries?
Your networking is completely stuck online, so vetting your creativity out there in a different way and making it work or you [is important]. Look at second-tier jobs, ones that require 2 years of experience, and see what the requirements are. Also, stay inspired. Read. Not everything has to be about your job. I think it’s important to stay happy and be passionate about other things because that happiness is helpful in making you a more interesting candidate. At the end of the day, people want to hire people they want to work with. So, read, have hobbies, and be happy. It helps.
What advice do you have for women who are getting job offers or internships in fields they aren’t as passionate about? And how would you suggest framing that experience if they did want to try and move back into the fashion industry?
Frankly, for whatever reason, it’s so much harder to transition into fashion than it is to transition into other careers. Fashion is just competitive, and this is not coronavirus specific. It [will] be hard, but you have to start making it happen in your current role. Look into what the requirements are for that job you’re trying to get, and get that experience in your current role and then frame it so it’s relevant to the next job. Then, display a consistent interest in fashion because otherwise it’s super left-field.
I find it important to underscore that the thing about fashion - and especially about PR and buying careers - is that it’s about who you know, and I’m not even saying about who you know to get the job. It’s a year or two in - they want to know what editors you know at magazines because your job is to get coverage in magazines, or your job is to get the collection sold at different stores. They’re not going to hire somebody who doesn’t have those contacts. It’s really difficult the further you get along, so you’ve got to start making that shift a year in. Chances are, depending on the career you choose, your salary will be lower, and you probably won’t get a title raise. You’ll probably stay an assistant.
But you came to me saying you want a career in fashion. I can help you navigate that, but there may be concessions. And guess what? It’s okay to make those concessions. But do you want to make them? Fashion is notoriously underpaid, and a lot of people go into their first job with the intention of transitioning out, and they’re making a really nice salary. They go to make the move, and they’re like wait what? And I get that. It can be a little jarring, but it's important to discuss the compensation piece.
Obviously negotiating a salary is a major point that is encouraged, especially for women starting out in their career. Would you still encourage women who just got a job offer to negotiate for a higher salary, given the competitive job market, and if so, how would you suggest going about it?
This question gives me all the feels. Half the reason I do what I do, career coaching and fashion internship wise, is because I want to give the information that I now know at 35-years-old to my 25-year-old self. I wish I knew these things, and for whatever reason, I was so used to hearing “you’re so lucky to even be here.”
You deserve to get paid. Asking for more money in a negotiation is not insulting. It is not rude to counter-offer salary. I need anyone reading this to realize this - it is an HR person’s job to have a budget they need to stay within for employees. So just like someone getting a press hit in a magazine for a client, the least amount of money that they are able to get you to take is a win for them, but very rarely do they come to you with the maximum amount they have. They will say that and expect you to be young and not aware of negotiations and frankly, “she’d never.”
“But, they know that there’s a chance so always, always, ALWAYS, ask for more money. Do your research and do it extensively because a lot of salaries are inflated online. Fashionista does a great report of all of the fashion industry salaries so check that.”
Also, there’s so much more that can be negotiated besides salary. Always start with salary, but there’s time off, education stipend, [and a] signing bonus is a really good one. Also, once you’re in and trying to get a raise, don’t ever think for one second that you’re entitled to a yearly raise. Straight up, put together a presentation of how you hit your goals - I did X, Y, and Z, like literally toot your own horn, and have an exact number in mind. If [the company says] no, they say no. They’re not going to rescind the job offer from you if you ask for more money.
Also, good time to revisit: the fashion industry pays like crap, straight up. It’s not even worth discussing beyond that - it’s just a fact. Sadly, a lot of people I worked with worked at the bars at night or did virtual assisting on the side. Make sure this is a career that is financially feasible for you by researching cost of living. Don’t wait until the last minute to find out that you can’t survive on a $34,000 yearly salary because that’s typically what a lot of the salaries look like. It’s the darker side of figuring this out, but it’s also worth [noting] that sometimes your career doesn’t have to be your passion.
Your career could be something that facilitates that passion. I am still very passionate about fashion; however, I like being able to buy the clothes, and I like being able to go on vacation with my friends. You’re allowed to change your mind, and you’re not a failure if you decide you don’t want to do fashion [anymore]. You can still go to the parties with your fashion friends, but I think the main takeaway is to educate yourself and have honest conversation as to what that looks like.
Still in many industries today, it’s important for women to gain the respect of their colleagues early on. What is your main piece of advice for women in the workplace who want to assert themselves and ensure respect without overstepping their boundaries?
Number one, it’s never okay to be treated poorly. I personally don’t believe in staying in environments that treat you poorly, and my resume reflects that. I think if you’re in an environment where your superior considers having your respect means treating you poorly, it needs to be addressed. It’s scary to address those things. I know from personal experience, but it needs to be done because I will tell you the aftershocks of [being in] a work environment like that goes into your personal life, so it’s just not worth it. Sometimes, people are able to change, and sometimes people don’t know how hard their work style is to handle, but I always say that if that conversation goes poorly, you have the data you need, and you know what your options are.
No one is forcing you to stay, and I'm not telling you to quit in a blaze of glory. Time to start looking for another job though, and time to start putting priority there instead of the very toxic workplace that you’ve diligently tried to remedy. That’s the key there - you tried to make it better.
But say you’re in a normal, happy work environment, and you’re just trying to get your voice heard. How do I speak up without speaking out of turn? I think it’s really important to know your boundaries of the space you’re in.
When you’re invited into spaces as a lower level employee, like meetings, it’s [all about] making sure that you are showing your boss that you are actually learning from the experiences. You’ll know if you should participate and offer your suggestions. It’s all about navigating it strategically, and I know it’s sometimes hard to read the room, but if you’re being invited into a space, try to make your presence known in the space.
Be confident, but don’t be overly cocky, and don’t talk over your boss. If you’re the lowest level employee in the room, ask if you’re supposed to be taking notes. Be as useful and helpful as possible.
Ask for guidance. Always ask for feedback, and you’ll see how appreciated it is. A lot of employees make the mistake of doing just what they’re told to do, but you won’t get far doing that. You need to seek out your own opportunities because everyone’s really busy.
“The main takeaway for me is that you’re in charge of your own destiny.”
A career is fantastic, but as much as your boss loves you, she’s your boss, not your friend. You are an employee, and [it is important to] do a good job, but [the company] should treat you well too.
One last piece of advice beyond prepping for questions and [discussing] your resume is that it’s so important to practice saying out loud how much money you want. Don’t say it in your head because if you say it with a wavering voice, they’re going to see through you. Say, “I’m hoping to get $60,0000,” and be quiet. It’s awkward but very important. If you’re going to say anything out loud, practice saying your salary requirement out loud.
Also, check out iwillteachyoutoberich.com. It’s this guy Ramit Sethi. He gives amazing finance advice that’s really relatable, and he’s actually a master negotiator and has great salary negotiation tips. Or of course, follow my blog.
Book a career coaching session with Carla on carlaisabelcarstens.com.
Be sure to follow Carla on Instagram, LinkedIn, and YouTube!
This interview has been edited and condensed for clarity.