IBCoM Alumni Experiences

Meet ESHCC alumna Anastasia Tumchenok. She graduated in 2018 from the International Bachelor Communication and Media (IBCoM). After completing her studies, she started her professional career in the Netherlands. Anastasia reflects on the IBCoM programme and shares her career experiences.

You are an international alumna working in the Netherlands. What is your experience with finding a job in the Netherlands?

Job hunting in the Netherlands as an international graduate has its 'unique challenges'. It largely depends on the industry you want to work in, but the language and networking nuances are ever-present. The first and foremost advice I would give to current students is to try and get as much work experience as possible. Start preferably during your studies with an internship, part-time job, or freelance position, as it will be more difficult to find a job when you are leaving university with a blank CV. 

My job search approach involved extensive research on companies with a global outlook and a strong brand presence, that would see an international candidate as an asset rather than nuisance. I tailored my CV and cover letters to fit each role, applied meticulously and invested time in LinkedIn networking. Finding a job did take persistence and time, but building a strong professional network and demonstrating my adaptability played a big role in landing interviews and eventually, my first full-time job in Digital Marketing & Communications at Polette, an eyewear scale-up brand.

Since March 2022 you are working as a Senior Global Brand Marketing Specialist at Karl Lagerfeld. Can you tell us what a day in the office at Karl Lagerfeld looks like?

In my current role, I manage end-to-end seasonal brand activations, product marketing projects, and overseeing brand partnerships/collaborations and market launch processes, which includes briefing creative projects and a lot of cross-functional collaboration across departments. On top of that, I am also leading all corporate social responsibility (CSR) and sustainability initiatives, aligning our campaigns with impactful brand stories. 

A typical day in the office involves a lot of calls, emails and presentation-making while planning a seasonal launch, coordinating with dozens of teams, finalising briefs for upcoming projects, managing cross-functional roll outs, or sometimes being on set for the shoots. I really love my job, especially because of the diversity of projects, the incredibly talented people I get to work with, and the opportunity to be a part of impactful campaigns that resonate globally.

Which elements of the IBCoM programme prove to be valuable – or have helped you – in your career?

The exposure to so many different cultures and the boost it gave to my communication skills, the applicable knowledge of media & communications, group projects with real-life cases, critical thinking built through engaging seminars, adaptability that was fostered every step of the way, the list goes on...

Overall, the interdisciplinary focus of IBCoM has been incredibly beneficial- the well-rounded foundation in theory & practice has been crucial to building a solid foundation for any potential growth or success throughout my career path.

What advice would you give to recent (international) IBCoM graduates entering the (Dutch) labour market?

Embrace a global mindset and try to work on building a versatile skill set. Networking is key! Connecting with alumni, attending industry events, and actively engaging on platforms like LinkedIn can truly open doors. Being proactive in seeking internships or freelance opportunities is also invaluable, as it helps build practical experience and credibility, and you really need that, no matter how wonderful your study programme was.

Additionally, since many companies value language skills, learning Dutch or even another language can be a major asset in the job market - you can genuinely see the importance of having several languages at your disposal, especially in our increasingly more connected world. Do focus on your international background - bringing a unique perspective to the table is a strength.

David Joon graduated from the International Bachelor of Communication and Media Studies (IBCoM) at the Erasmus School of History, Culture and Communication in 2022. After his studies, he joined the European Parliament, working as an external contractor in DG COMM's Strategy and Innovation Unit. This might not be a field of work you would immediately think of working in with an IBCoM degree. In a short interview, he reflects on the IBCoM programme and explains his interest in working for a European institution. Do you read along?

Why did you choose to study IBCoM and what do you remember most from this study programme?

I chose to study IBCoM because of the international character of the study programme: studying with fellow international students, about topics and themes with a global perspective. I was already interested in communication before I started my bachelor programme, but only discovered during my studies how communication is more than just simple marketing, namely: an art with many forms. What has stayed with me most is precisely that variety of perspectives, topics and themes, and the freedom in the programme to choose what I wanted to learn in years 2 and 3.

How did you find out what you wanted to do after studying IBCoM?  

During IBCoM I discovered that I was very interested in the European Union, in particular in the question of communicating such a complex machine in an understandable and accessible way to people from 27 different countries. Since I was able to select my subjects in such a way that I could study what seemed interesting and useful to me, I ended up choosing mainly subjects dealing with political communication. So for me it was already quite clear in which direction I wanted to go after my studies. But even if you don't know what you want to do later, IBCoM is a good study programme, because you have a wide range of subjects that allows you to discover step by step what suits you and what doesn't.

Can you tell us something about your work at the Directorate-General for Communication in the European Parliament?

Shortly after my studies, I had the opportunity to do an internship in the communication department of the European Parliament in Brussels. Here I experienced the most interesting period from a communications perspective: the institutional campaign to inform the 350+ million voting European citizens about the 2024 European elections, and to convince them of the importance of using their vote. After my internship, I was given the opportunity to continue working in my team as an external contractor, which I have been doing for a year now. I am currently working with my team to prepare the communication strategy for the next five years - super interesting! In doing this and other tasks, I greatly benefit from the strategic thinking on mass communication, intercultural sensitivities, and writing skills that I developed during IBCoM.

Finally, do you have any tips for current IBCoM students who will soon enter the job market?

My most important piece of advice, perhaps a bit of a cliché, is to follow your heart! Do what makes you happy, and what gives you satisfaction. It's a bonus if what makes you happy does not only help yourself, but also others, or society as a whole.  

Ever since I was young, I found media a very interesting subject and I wanted to expand my horizon by studying in an international environment. The choice to study IBCoM was therefore not a difficult one for me, as it brought these two aspects perfectly together. The international environment is one of the things I liked most about IBCoM; it was very interesting to hear different perspectives on things. Of course, the opportunity to go on exchange, to Leeds (UK) was a very valuable experience as well, and one of my highlights during the three years at IBCoM.

After completing my bachelor’s in Communication and Media, I decided to continue my education at Erasmus School of History, Culture and Communication by joining the Master Media & Business. One of the courses I followed was Media Policy, which prepared me well for my current job: Senior Advisor Strategy & Policy at the NPO, the Dutch Public Broadcaster. It certainly helped as well that I did my Master Thesis on public values in the online world, as this is a question the NPO grapples with. It is a very interesting time to be working at a public broadcaster: what does it mean to try and fulfill a public service purpose in a world where the choice in entertainment options is abundant and commercial international corporations play an increasingly important role in the life of Dutch citizens? It is very interesting and rewarding to get to think about this on a daily basis.

The research method courses during IBCoM have proven to be very valuable. Not because I do a lot of academic research in my current job, but because it helped me in developing analytical and critical thinking skills. This now enables me to think strategically about a number of challenges the NPO faces in the current environment. The course Media Systems also fits well with my current job. The way the public broadcasting system in the Netherlands is structured, makes much more sense when you have completed this course.

A piece of advice to all current and prospective students: always do the reading assigned to a course. Not because it’s obligatory but because it’s genuinely interesting and helps you to appreciate the subject you are studying more fully.

For which organisation are you currently employed and what is your job title?

RTL Nederland, Management Trainee

What main tasks do you perform?
During my traineeship of 18 months I will be working 6 months each for a different department within RTL. The first period I have worked as a project lead and data analyst at Videoland and RTL XL, RTL’s video on demand platforms. Working in multidisciplinary teams, I was responsible for setting up a new marketing project, managing a migration of a set of customers as well as analysing user behaviour, product features and A/B tests. Currently I am working as a data analyst at RTL Nieuws, the TV and online news department of RTL. Here I will be working towards better personalisation on our various online platforms by using the different data sources RTL has at its disposal as well as optimising user engagement. 

What made you decide to choose for a master (rather than immediately pursuing a career) after IBCoM?
Next to the expectation of employers in the Dutch Labour Market that you have completed a master degree, I also felt that it would better prepare myself for my future career if I had some more theoretical knowledge about my field of interest, in my case being Media & Business.

How long did it take for you to find a job after graduation? How did you find your job?
I already had a part-time job as a (social) media analyst during my studies, at which I could continue working during after completing my master. After that I quit that job to go on a three month-long trip to the other side of the world. Once I came back I started looking for jobs, leading to my application for the Management Traineeship at RTL a few weeks later, which ended up with me actually getting the job I wanted.

Is there a connection between what you have learned in IBCoM and your work? If so, how would you describe it?
Yes, there certainly is. I think IBCoM gave me a wide base of knowledge in the field of global communication and media, which combined with my own interest in the topic, still helps me in keeping up with market developments that are relevant for my current position at a major media company in a market that sits in the middle of vast (technological) disruption.

What advice would you give current IBCoM students about entering the labour market?
Try to find where your interests really lie before choosing which jobs to apply for. Does the company fit with your ideals and interests? Does the role give you enough opportunity to improve your skills and learn new things? Do you get responsibility for the work you deliver? If a job doesn’t feel right for whatever reason you can think of, it probably isn’t right for you at this early stage of your career. I don’t believe there’s something as a dream job, but I do think that working should be fun, so try to always keep that in mind!