For years, you've been doing TV, radio and print. Life was good. After all, it's the sexy side of advertising. It still is. But is it the most relevant? That's up for debate. If you have a strictly traditional book, don't expect many callbacks from places demanding digital and social media experience.

If you are a traditional ad man or woman, there's nothing wrong with sticking to your guns. That work isn't going away. You just have to keep your eyes open for opportunities. Now if you want to make the shift to non-traditional, you can make your profile more appealing by:

• Highlighting the most minimal experiences. Maybe you worked on a few email blasts. It's not as great as your award-winning TV campaign, but you are going to have to sacrifice space on your resume and portfolio to talk up your lesser digital efforts.
• Realizing that they don't care about your traditional experience. Your magazine ads and TV spots won't win over digital people. That should make it easier for you to make the necessary cuts.
• Creating social media or digital campaigns with your work. So you didn't have a digital or social media component to your campaign. How would you do it if you did? Create some spec work for the campaigns you've worked on. Show how you think across different mediums.
• Freelancing. Take on small jobs that will take a chance with a newbie and build your experience.
  

Even if you make these changes, you will still have a tough time beating someone with extensive experience in non-traditional mediums. But if you make the proper changes, you may, at least, encourage decision-makers to take a closer look at you.

Graphic courtesy of stock.xchng.