Internships: separating the driven from the deluded

An intern program can be a win-win situation. Students, on the one hand, want to learn and grow, and will enjoy the opportunity to put theory into practice. The company, on the other hand, can profit from the fresh new perspectives of the industry's future best and brightest.

In order to make sure you employ the right person, the first step is in understanding exactly what an internship is - and what it is not. Are you looking for a go-getter who is determined to make the most of his or her time at your company, or are you simply looking to snag some student to fetch coffee and make photocopies three days a week?

Hopefully, you will see an internship as an opportunity to give a bright pre-professional some fundamental, real-world work experience - and a positive outlook on the advertising business.

Process

Once you have decided to employ an intern, the next step is an eyes-open commitment from everyone who will be involved in the program. But where do you start?

Before an intern is appointed, you need to put together a system, develop goals and objectives, and establish policies and procedures that will address the needs and roles of everyone involved because the success of the program will ultimately depend on commitment from all parties.

You should also consider conducting a training session to cover the requirements and the overall purpose of the internship program so that interns can maximise the benefits of the experience from the start.

Adequate supervision must be built into the internship program, and thus, a supervisor - one that can handle duties such as pre-employment orientation and paperwork in addition to their day-to-day responsibilities - should be chosen to oversee the intern.

Look for someone that has strong instructional skills, someone who can make an extra effort in assisting the student to developing creative, strategic, and interpersonal skills, and ultimately, someone who will be patient as the intern grows professionally.

An important factor to consider before you start your search for an intern is how much you are willing to invest in the program. Basic decisions include how many interns to hire, how long they will stay for... and how much you are willing to pay them.

Although many students would consider relevant work experience as adequate compensation, the reality is that almost no-one is financially able to work full-time while earning no income. In addition, offering reasonable compensation will convince most potential interns of the value of the program.

Progress

While interns will not be experienced enough to perform certain tasks, they should be challenged. Students who continually receive the same type of assignments will easily become bored, and your potential gains may become liabilities.

Thus, reasonable expectations should be set, and varied projects should be assigned, allowing interns to learn as much as possible during their stay.

Interns should also be evaluated. By discussing progress and offering advice, interns will have enough time to work on any faults. That said, they should also be allowed the opportunity to discuss any problems and concerns they may have.

It is important for an intern to feel like an investment instead of a burden, so treat them like professional staff. Give them a job description. This not only makes them feel important, but it also sets the standard of what is expected in terms of objectives, responsibilities, and what the student is expected to learn from the experience.

Also ensure that there is ample work space available because no-one likes being crammed into the broom cupboard or storage room. Having a space to call their own will also help an intern feel like part of the staff.

At the end of the day, employing an intern is not risk-free. But by providing a nurturing environment, you will permit a student's full potential to develop - and that should reward enough.