Hey there, fellow students and future interns! If you’re reading this, you’re probably curious about what it’s like to intern at a cool place like Odgers Berndtson.
About Odgers Berndtson and Internship activities
Starting my internship in the Marketing and Communication department under the supervision of the Marketing Director (will keep her anonymous). She was really friendly and supportive, and tried to make me feel at home from the get-go. Odgers Berndtson is an executive search and leadership firm. You might wonder what that means. Imagine you’re hired as a scout by a professional sports team to find the best players for their team. But instead of sports players, you’re searching for the best people to fill jobs at the highest level (like CEOs, CFOs, etc.) at big companies. That’s what an executive search firm does! They’re like matchmakers for businesses and talented leaders.
My main internship tasks included:
- Drafting external newsletters for various practices (e.g., healthcare and private equity).
- Managing the website and social media (LinkedIn), both organically and through paid efforts.
- Mapping the customer and candidate journey.
- Managing and executing the company-wide activities calendar.
Their office in Amsterdam is, hands down, one of the coolest places I’ve worked at. It’s in the Valley in Amsterdam (Zuidas). It is a relatively new building, and maybe you have seen it before and wondered what was happening inside the place. Well, one of the things is, besides doing my internship tasks, was me golfing with an amazing view. It has a golf putting set I used way too many times, haha. I’m actually a footballer and never really golfed before, but this internship not only taught me how to apply my communication science knowledge into the real world; it also taught me how to golf a bit as well.
Finding My Groove on LinkedIn
One of the coolest parts of my job was managing the company’s LinkedIn account. Drafting posts, keeping an eye on competitors, and trying to figure out why some posts were getting all the likes and love while others just…didn’t. My host supervisor gave me a great starting point with a document on best strategies for LinkedIn posts. But I was curious to analyze this more in depth—what exactly makes a post pop (and what does not)?
I decided to dig into what really drives engagement on LinkedIn by conducting Content Analysis on LinkedIn posts. I started analysing different LinkedIn posts in the executive search industry. I looked at Odgers Berndtson posts and to those of their competitors. I wanted to know which content elements—including post categories (e.g. firm news, event invitations, leadership insights), Cialdini’s seven persuasion principles, sentiment and emotions could possibly explain the secret sauce behind high engagement.
As my internship comes to a close, I’m working on putting together all these insights into a report for Odgers Berndtson Nederland. My goal is to give them some valuable content strategies based on my research finding to boost their LinkedIn game up a notch. My internship has been an incredibly useful and surprisingly fun experience. I’ve learned a lot about digital marketing, CMS-systems, sharpened my writing and analytical skills, and even proved myself I can be a morning person, hopefully some of you guys can relate.
A Little Advice for Future Interns
Some advice based on my personal experience. I know it’s cliche, but communication is key for a more productive, smooth and enjoyable (work) experience. Do not hesitate to ask for help and ask questions, even though you think you can manage your tasks on your own. Your host supervisor and other colleagues are more than happy to help and this will not only improve your relationship with them but also minimise any issues that may arise. This was one thing I could have done better (especially at the beginning) looking back at my own internship journey.
If you’re considering an internship in this field and department, go for it! If you find my specific internship company appealing, feel free to contact me. I might be able to help you get a spot on their team in the future. And who knows? You might just find yourself in the coolest office in Amsterdam.