How To Get A Job In Web3: Marketing Edition
Web3, Crypto, NFTs – all words that either get someone talking non-stop on the future of the web, kicking off enough acronyms to create a brand dictionary, or it gets the response “yah, I don’t get it.” Regardless of which camp you fall in, Web3 is rapidly growing, making it likely that the next unicorn companies will come from the startups launching in this space right now.
Why Should Marketers Work in Web3?
Similar to social media and digital media of the early 2000s – Web3 is a brand new industry, which means that everyone in web3 right now is writing the playbook rather than following a playbook, which is a unique place to be. It’s attracting talent from all disciplines, industries, and backgrounds. From entrepreneurs to lawyers to doctors and Wall Street analysts, to marketers and brand makers. Everyone that is interested in truly building something new is flocking to Web3.
It’s not “the future” – it’s a chance to write the future of an entire industry and walk away with great stories to tell. The opportunities are challenging, the companies are breaking new ground, and each voice matters. It’s everything you want a startup to be.
How to Get a Job in Web3
Web3 (also called Crypto) is an unconventional industry with a brash and often unapologetic exterior. The jobs are often through VC networks, private communities, and personal connections – which can make it less than diverse. That’s why it’s more important than ever to do what everyone always says, network. But we’re not just telling you what you can do – we’re going to show you how.
Step1: Be Okay with Ambiguity
Understand that you are not going to get a perfectly laid out job description that will detail your day to day. If that’s the kind of role you are interested in, startups – especially startups in web3 – aren’t right for you. But if you’re interested in building, growing, and learning simultaneously – embrace that part of yourself and talk about it during interviews.
For marketers, know that the last 10+ years of acquisition marketing won’t be enough for web3 startups. Many of them don’t have a user facing product yet, others are focused on building rather than acquisition. Retention is something that is further down the line and very few companies are thinking about it deeply yet. Find a combination of skills that will work for you to be both a specialist and a generalist.
Step 2: Learn the Basics, but Know you Don’t have to Know Everything
This space is forever changing. Everyday has a new favorite term that you’ve never heard of and there is constant breaking news on what is happening in the industry. You don’t have to know all of it – but you should know the basics.
Know that blockchain is the underlying technology this industry is built on. Dig into the multiple uses of blockchain and the communities it can affect. Understand the difference between an NFT and an FT, not at a technical level but at a conversational level. Ask questions if you haven’t heard of something before – Guilds, DAOs, DeFi. This community loves answering questions, so be open about asking them.
Know the true function of the companies in Web3 you are interested in. Don’t apply just because it’s Web3 – apply because they are doing something you are interested in. For example, at Stardust, we’re focused on the technology that makes it easy for game developers to implement NFTs in their games. Our marketing team members are here because they are interested in how users will interact with our technology. We talk about building for existing subcultures and how to build a brand with trust – and that’s what we look for when we hire marketers to join the team: individuals who are interested in what we’re building and who we are building for.
Step 3: Join Communities
Web3 communities are popping up everywhere – on Discord, Telegram, Slack, Twitter. Many of them are by referral or invite so it takes a little bit of work to find them, but they are exponentially helpful.
The ones I love – these are specifically women focused – are:
These communities help you answer questions, post jobs, prep for interviews, and learn.
Step 4: Get on Twitter
While many Web3 folks are on Discord and Telegram, they are also on Twitter. Marketers are almost always on Twitter or some social platform. Find the Twitter handles of hiring managers for the companies you are interested in, follow them, and engage with them. Note: engage does not mean DM them for a job, engage means truly engage. I’ve hired multiple people in the past off of Twitter, as have several hiring managers in the tech space. Build your network here.
Step 5: Talk About More Than your Interest in Crypto
When you land the interview – talk about your interest in the company not your interest in crypto. Marketing is one of the most human-centric parts of technology companies, especially web3. Focus on how you want to learn about the user, how we’re building for the user, and how what we’re doing will benefit the entire user base. Make the conversation about your interest in the web3 space because it’s new and cutting edge, not because it’s “the future,” and discuss how your skills can be transferred to an industry where everything is new.
Getting a job in web3 is about getting over the hurdle of “I don’t know what this is” and embracing the idea of wanting to learn and build with a smart, driven group of people. So find us all on Twitter and start engaging.