The Goldilocks Fit: Finding The ‘Just Right’ A/E/C Firm for You

by Jen Gelose

The AEC industry offers diverse opportunities for marketing professionals, with both small and large firms providing unique advantages and challenges. Picking a firm is part The Dating Game and part Goldilocks and the Three Bears to find the best fit for your skills, ambitions, values and goals. Understanding the benefits of working in different environments can help marketers make informed decisions about their career paths. I’ve been lucky enough to work at different firms, of different scales, across the A/E/C industry and below is what I’ve learned in my experience.

Small but Mighty
Working in a small A/E/C firm can offer marketers a range of opportunities beyond the primary ‘marketing’ role. Don’t let the ‘small’ label fool you, these companies punch above their weight as integral players in projects of varying scales across markets. Having a hand in many different activities requires stellar organization and time management skills as well as the backbone to set boundaries and say ‘no’ when required. Other key benefits of smaller firms are:

• Versatility: In small firms, marketers often have the chance to wear multiple hats, expanding their skills beyond marketing. They may contribute to business development, public relations, website development and management, or even graphic design. Depending on the firm size, they may even help with billing, administrative tasks, or drafting. Involvement in such a wide range of tasks promotes professional growth and a diverse skill set.
• Intimate Team Environment: Small teams foster close-knit relationships, allowing for effective collaboration and teamwork. Marketers in these firms can build strong connections with colleagues, fostering a supportive and cohesive work environment.

• Local Community Integration: Small A/E/C firms often have stronger grassroots integration within their local communities. Marketers can participate in community events, establish relationships with local stakeholders, and contribute to the firm's brand and reputation within the region.
• Impactful Contributions: In small firms, individual efforts can have a noticeable impact on the company's success. Often, marketers have a seat at the leadership table fighting for projects, helping with the go/no-go process and persuading leadership whether a proposal is worth the cost of the effort. Marketing professionals can see the direct results of their work, gaining a sense of accomplishment and job satisfaction.

The Goldilocks fit: a small firm is ‘just right’ for:

• Marketers who thrive in situations that challenge them to be creative and resourceful, maximizing their impact with limited resources.
• Doubling down on organization and time management skills to work as efficiently as possible in the face of deadlines and multiple projects.
• Marketers who are ready to take on ambiguity and pave their own path to create defined, streamlined processes.
  
  

“Too hot/too cold”:

• A Marketer who wants to focus and hone their proposal skills and doesn’t want to be pulled in 15 different directions
• New marketers may find ownership of the entire process to be overwhelming and should focus on opportunities to learn the ropes from a mentor or marketing leader.
  
  

The Power of Large Firms
There is so much to learn working on a robust and talented marketing team, even if you’re a small fish in a big pond. Collaborating across a diverse team provides plenty of opportunity for knowledge sharing, sparking creativity, and building new skills. Large firms offer a variety of career paths for marketers to branch out into areas of interest like business development or communications or even discover something non-marketing related like a “technical” path in sustainability or funding. Additional advantages working in large firms include:

• Depth of Resources and Budget: Large firms typically have more substantial financial resources dedicated to marketing efforts. Marketers can leverage these resources to execute ambitious campaigns and initiatives.
• Scale of Opportunities: Large firms pursue high-profile projects, providing marketing professionals with a broader range of opportunities. Working on such projects can elevate their portfolios and open doors to future career prospects.
• Industry Recognition: Being associated with a renowned large firm can enhance a marketer's professional reputation and credibility within the industry. The firm's established brand can serve as a powerful platform to showcase their talents and expertise.
  
  

The Goldilocks fit: a large firm is ‘just right’ for:

• People who like to strategically network and work a room, they won’t get lost in the shuffle of large teams.
• Marketers who can navigate sometimes complex decision-making processes and hurdles to ensure timely execution of their initiatives.
• Ample collaboration opportunities around working with other marketing professionals on your team.
  
  

“Too hot / too cold”:

• A marketer who thrives on building relationships, there may just be too many people and this can feel daunting
• If marketers want to have a hand in all aspects of the marketing department, including strategic thinking, working with upper-leadership, and being involved in the entire marketing process.
  
  

One thing to note: the list above is not all-encompassing. The character of each firm can vary regardless of firm size. Ultimately, the choice between working for a small or large A/E/C firm depends on individual preferences, career goals, and the desire to balance the benefits and challenges inherent in each work environment. Goldilocks would be wise to tap into the SMPS network and get first-hand accounts of what working at a firm is really like so she can decide whether it is too large, too small, or just right.

Authored by Jen Gelose, who is a marketing professional who has completed the A/E/C industry trifecta, working in architecture, engineering, and construction. Her current role is as a Marketing Specialist at KPFF with a hand in proposal strategy, communications, and knowledge management. When not chasing deadlines, Jen likes to explore the area as a relatively new California resident, particularly pet-friendly restaurants and wineries so her pups Molly and Jeter can tag along.