TORONTO - Although many students expect to gain new skills via summer internships, a new survey by The Creative Group shows that much of the value may stem from less tangible aspects of these programs. Thirty-one per cent of marketing and advertising executives polled said experiencing different work environments is the greatest advantage of participating in internships, aside from pay. Nearly another quarter (24 per cent) cited improving soft skills as the chief benefit.

The study was developed by The Creative Group, a specialized staffing service providing creative, advertising, marketing and web professionals on a project and full-time basis, and conducted by an independent research firm. It is based on 250 telephone interviews -- 125 with advertising agency executives and 125 with senior marketing executives.

Advertising and marketing executives were asked, "Aside from pay, what do you think is the greatest benefit to students or graduates who participate in an internship program?"

Their responses:

Experiencing different work environments............ 31%
Improving soft skills............................... 24%
Acquiring technical skills or knowledge............. 22%
Making industry contacts............................ 12%
Learning about office politics and
other workplace issues............................. 9%
Don't know.......................................... 2%
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100%

"In addition to honing your technical skills, internships offer an opportunity to learn about yourself and the professional environment in which you are best suited," said Collin Maria Ezzell, division director of The Creative Group. "These programs also allow you to work with a variety of individuals and personality types - an important skill to perfect in your career."

Ezzell warned, however, that not all internships are created equal. "Ensure that your internship offers the opportunity to learn and shadow experienced professionals in your chosen field," she said. "While a certain amount of entry-level work can be expected, programs that offer exposure to a wide range of projects, people and experiences will better prepare you going forward."

The Creative Group offers the following tips for landing beneficial internships:

- Don't be shy. The best programs fill up early, and competition may be especially fierce in this economy. Aggressively pursue attractive internships. Showing some chutzpah, while still acting professionally, can work in your favour.

- Put on the polish. Your cover letter, resume and portfolio should be professional and without error. Likewise, when interviewing, your dress should be appropriate for the work environment.

- Assess the real value. While internships that pay well are attractive, carefully consider a program before committing to it. You might be better off with an internship that pays less, or is unpaid, but is dedicated to creating valuable experiences.

- Show your independent side. Many firms are stretched thin right now, so demonstrating an ability to work without a lot of direct supervision can be a plus.

- Exhibit a can-do attitude. Inquire about the firm's greatest challenges and needs, and then propose how your skills and experience can help.

- Emphasize your social media skills. Many firms seek professionals who can help them implement compelling e-marketing initiatives. If you're a whiz with tools like Facebook, Twitter and YouTube, you could have an advantage.

Added Ezzell, "While the economy has prevented many companies from hiring full-time employees, summer internships provide recent graduates a foot in the door with prospective employers. If successful, these internships may transition into full-time jobs."