Ben Foster is CEO of The SEO Works, ranked as one of Prolific North's Top 50 Digital Agencies of 2023.
Foster joins the Sheffield agency with over 15 years of client-side and agency-side experience. Previously a managing director, he was appointed CEO last year and is now responsible for the overall success of the business, including its vision, mission, direction and overall strategy.
From how he got into the industry to his most fortunate turning point, Foster shares his career journey and words of advice.
How did you first get into your industry?
I have been interested in computers and media since I was a child, so I decided that I wanted to study a media-related degree at university. I chose a course that combines theory and practical learning.
I really enjoyed creating websites and 3D animation as part of my degree, so I applied for a lot of jobs in that field. Luckily, I was able to get an interview for the first job I applied for. It was his web designer at PlusNet (his broadband provider). I think my portfolio of practical work was the key to getting the interview.
I was even more surprised when I was offered the job. It started in September after I graduated, so I packed up and moved to Sheffield without knowing anyone. Sheffield is a great city and that's why I stayed here.
What do you like about your job?
I love working in a fast-paced field that requires constant learning. Being able to measure our impact on our clients' digital growth is extremely rewarding. You know you're helping other people and businesses succeed and it feels great.
Growth and improvement is what drives me. We regularly review the way we work and strive to make small but continuous improvements. It's amazing how doing this can evolve your business and make you better at what you do. I love seeing talented people come together, grow with themselves, and create work they can be proud of.
Who or what has inspired you in your career?
I've drawn inspiration from many things in my career, from athletes to executives to former managers. I am also an avid reader, and the book that stands out to me is Viktor Frankl's Man's Search for Meaning. If you need perspective, read this. It makes me realize that no matter what the situation, there are always people who are better off than me and others who are worse off. It also makes you realize that you can do almost anything if you have the right purpose in life.
What is the biggest challenge in your job?
There are always challenges, and they vary. You need to look at things objectively and try to evaluate the things you are facing in a balanced manner. There are ups and downs and how you deal with both is very important. Rudyard Kipling said… “If you can meet triumph and disaster and treat both impostors alike.”
Work/life balance is very important. Without the right balance, you can lose visibility and actually reduce the efficiency of your business. I have some basic rules. For example, keep your work phone separate from your business phone, and put your work phone aside at the end of the day. Try to get outside and exercise every week. Make sure to take a vacation and avoid work 100% during that vacation. Also, accept that there are times of the year when you need to work more, but don't make it the “norm.”
What skills have been most important to your success in your career so far?
I've always worked in roles where I was empowered to own my work, so the ability to learn on my own and figure things out as I went along was important. You don't know everything, but you can usually learn enough by talking to the right people or researching online.
Distilling sometimes complex challenges into component parts was essential to creating solutions. Commercial awareness and context are always important.
It also helps that you can flexibly adjust your style to suit different personality types. Ultimately, in any role you need to be able to get along with and influence a wide range of people, and it's important to articulate things in a way that resonates with people.
What was your first salary and how much can someone entering this industry expect to earn now?
My starting salary was £16,000 a year and it took me quite some time to get over that. Currently, entry-level applicants are likely to be making between £21,000 and £23,000 per year, depending on the role and location.
What kind of education or training would be most helpful to someone looking to follow your career path?
I think it's very important for students looking for jobs in media/advertising/marketing to have work experience in the field. Having work examples and experience (especially with digital) will help you stand out as a potential employee. This makes a huge difference in this field when compared to students who only have theoretical knowledge.
So if you have a degree, make sure it has a practical/productive component. But you don't need a degree to get into this field. There are many online training courses that you can join for free. Also, starting your own website gives you a place to experiment.
However, it's not just about practical skills. Look for opportunities to step out of your comfort zone and develop your interpersonal and communication skills, such as joining a sports or hobby club or working in a high-contact service job such as retail or hospitality.
What advice would you give to someone trying to follow your path?
My advice to anyone starting their career is to focus on being the best at what you're doing. Having a strong work ethic is very important. Showing up to work every day and consistently presenting yourself will lead to progressive results.
Spend some time thinking about what your personal values ​​are. If you work hard and have the right attitude, opportunities will come your way that will help you continue to develop the tools and skills you need for continued progress. Be patient – ​​things don't happen overnight. And while you will make mistakes, they are often the biggest part of personal growth. The key is to take the time to reflect on them and learn from them.
