I don’t want to make light of the current state of employment in this country, nor do I believe that the current guard of business is asleep at the wheel. I am proposing that the savvy graduate coming into the business world will need more than a business degree to make a difference. The opportunity for new graduates to make a mark for themselves is leveraging what they have likely been using to communicate with their friends and family, using to promote their band, and using instead of a television to entertain themselves. They will need to bridge those tools to promote businesses and brand, but do so in a way that makes sense for the channel and time.
The same successful graduate who uses these tools will also need to be know why they are using them. Is Facebook a better choice because it has a broader demographic than Google+? Will Google+ provide a platform relevant to marketers? Having a hunch which is the right choice (and being able to articulate why) is what companies need right now and will be willing to pay for.
It sounds insane, but what the modern business needs is more alchemy than science. It’s the individual who can understand how to apply what is available now and read the tea-leaves to for the next big thing to come from Disrupt.