Working for “exposure”
You should work for “exposure.”
But not the way you might think.
As creatives, we’ve all been there. We have a client who brings a project that sounds fun and would be great for the portfolio. You go through all aspects of the project except the price as you nervously wait to ask them about their budget. Inevitably, this client will utter something like: “This will be a great project for you to get your name out there.” Translation: they want you to work for free.
This is a huge red flag that most of us miss early on in our careers. Many, many hours later we’re left exasperated and overworked by a client who isn’t paying to put food on the table.
The reality is this: rarely (if ever) is any work-for-hire creative tagged with the designer or writer’s name. And even if it is, the number of times an unmet potential client will notice a byline or caption has your name on it is slim. At best, you’re at the whim of this client to do word of mouth advertising on your behalf if they’re feeling generous.
(Side note: paying clients are more likely to do referrals and word of mouth for you because the value you provide for the price you charge is a data point they remember. Clients who get their work for free have no real value attached to the work or you as a creative.)
But, believe it or not, there are situations where working for exposure can be beneficial for your career. Doing pro bono work for individuals, nonprofits, and other charitable organizations can be a good way to both get technical practice for your portfolio and make connections within your local community.
The difference is in the power dynamic. One is altruistic, the other is predatory. When you approach working with individuals and nonprofits to offer your services, you have the power to set boundaries on what you are able to volunteer and contribute for your time. And most local community efforts are thrilled to have someone who can help them with design, writing, marketing, etc.
Twenty-five years into my career I still volunteer my time to individuals and nonprofits who could use my skills and align with my personal values. I was raised in a family who volunteered countless hours for our local Lion’s Club. As a nine-year-old, I was skipping school with my parents to volunteer around the area to raise money to expand the Medical University of South Carolina’s Storm Eye Institute (which still operates today).
(Side note no. 2: consider becoming an organ donor. Just…trust me on this one. You never know whose life you could save.)
Most of the time I approach them with an offer and a small pitch of what I could do for them simply because I want to see them be successful. I’m rooting for them. At times, it’s even more fulfilling than my paid work.
Is this right for everyone? The answer will be different depending on your career. But I’d encourage you to consider it.