By Bruce Apar
One of my pet peeves when I was a daily commuter on Metro North is the slothfulness of those who made a habit of leaving newspapers on their seat at either end of their journey. Notwithstanding that there are workers who get paid to clean the cars of debris, how hard is it for the person who bought the paper to take it with them and deposit it immediately in a bin on the platform? Hard enough that too many folks didn’t bother.
Since I’ve returned to riding the rails more regularly, a funny thing happens on my way to Manhattan to audition for acting jobs. That peeve about newspapers strewn on seats has all but disappeared, along with the newspapers that I used to see commuters hold aloft in unison, as if they were members of a choir. Nobody is going to leave a smartphone or tablet on a train car seat on purpose. Based on my careful if anecdotal observation, those devices are what commuters now peruse, almost to the exclusion of daily newspapers. If I took a random count in a car—as I have done a couple of times—at least seven of ten people are engaged with a screen of some sort.
No longer is it news that our culture is being endlessly upended by digital media. Post-analog devices and technology are so pervasive at this point, even the word “digital” is no longer descriptive enough to faithfully denote the infinite and wondrous ways it works itself into our lives. Some companies are ditching now-nebulous job titles like “VP – Digital,” to revert to past nomenclature with a tad more specificity, like “VP – Interactive.”
If you’re further on in years and happen to ask a millennial what he or she does for a living, you may need a 21st-century thesaurus of job titles to decipher the answer. What comes back could be something as bizarre as “I’m a Buzz builder” or “I was just promoted to data guru” or “UX is my bag,” with UX short for user experience.
Don’t feel embarrassed if you mistake someone whose business card reads “Director of Talent and Culture” as an entertainment industry mover-and-shaker. That’s an actual title that has nothing whatsoever to do with Hollywood. It describes a recruiter whose job it is to find the most qualified and compatible hiring candidates for all kinds of employers.
Yesterday’s headhunter is today’s head of talent acquisition. Not everyone with me on a train car is heading to Manhattan to audition, but in other ways, everybody wants to get into the act.
Media and marketing specialist Bruce Apar, also known as Bruce The Blog, is Chief Content Officer of Pinpoint Marketing & Design, a Google Partner agency. He also owns APAR All-Media, a Hudson Valley marketing agency. Follow him on Hudson Valley WXYZ on Facebook, Twitter & YouTube. Reach him at email@example.com or (914) 275-6887.