Alright – so today we’ve got the honor of introducing you to Yolanda Carreras. We think you’ll enjoy our conversation, we’ve shared it below.

Yolanda, appreciate you joining us today. So, let’s start with a hypothetical – what would you change about the educational system?

I believe the educational system should emphasize the importance of choosing a career that not only provides financial stability but also aligns with an individual’s passions, strengths, and well-being. Too often, students feel pressured to commit to a career path prematurely, prioritizing external expectations over personal fulfillment. It’s crucial to create an environment where it’s okay to be uncertain and explore different paths, as these decisions profoundly shape the course of one’s life.

As a first-generation immigrant, my own journey highlights this struggle. Navigating an unfamiliar educational system in the United States required me to learn about resources and processes I had never encountered before. While the system encouraged me in many ways, I often felt that it didn’t quite understand me or my background. Greater representation of minorities and different cultures within the education system would have made a significant difference, helping me feel seen and better supported.

In an effort to ensure financial stability and make my family proud, I pursued a career in healthcare, believing it to be the most responsible choice. However, in doing so, I set aside my interests, passions, and natural strengths. My cultural background also played a significant role in my decision-making. Coming from a family-oriented culture, I often felt a sense of betrayal if I didn’t prioritize my family’s expectations in my academic and career decisions. Yet, I didn’t fully understand at the time how choosing a career I didn’t feel connected to would ultimately impact my ability to show up for my family in the way I truly wanted—both emotionally and physically.

Through my experience, I’ve come to realize that it’s possible to make your family proud while also pursuing a path that brings you happiness and fulfillment. I hope that by sharing my story, other immigrant individuals, or anyone facing similar pressures, can feel less confined by societal or familial expectations. Moreover, the educational system can help students achieve this balance by prioritizing representation, encouraging diverse voices, and fostering an environment that supports individuality while respecting cultural values.

Yolanda, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

For those who may not know me, my name is Yolanda Carreras. I’m a 23-year-old graduate from the University of South Alabama, holding a degree in Advertising and Public Relations with a minor in Psychology, specializing in Advertising. I’m also a proud first-generation Cuban immigrant. I came to the United States at the age of nine and have called Mobile, Alabama, home since 2011.

My journey into the creative and marketing industry began when I was 19. I started as an office assistant at a local insurance agency but quickly moved into the role of Marketing Manager after my boss recognized my enthusiasm for event planning, social media content creation, and other creative areas. At the time, I was pursuing a Bachelor of Science in Nursing. However, this marketing role shifted my trajectory, inspiring me to fully embrace my passion for creativity and communication, ultimately leading me to where I am today.

I’m currently a Social Media Manager in the restaurant industry, working specifically with small business owners to help them grow their brands and reach profitability. My work involves creating tailored strategies, designing eye-catching graphics, crafting engaging copy, producing compelling video content, and helping clients better connect with their communities through social media. My focus is on solving real-world challenges for my clients, such as maintaining consistent posting schedules, targeting their ideal audience, and driving sales through organic digital growth—all without relying on paid ads.

Before transitioning to the start-up and corporate world, I gained invaluable experience through freelance, nonprofit, and contract work. These roles sharpened my multitasking and strategic thinking abilities, equipping me to support clients from diverse industries. What truly sets me apart from other social media professionals is my ability to create content for both Spanish and English audiences. This skill has been especially valuable in working with nonprofits to reach low-income communities, including many Hispanic families. In my current role, I bridge the gap for restaurant and food truck owners who don’t speak English, helping them market their businesses effectively to both English- and Spanish-speaking audiences.

I’m most proud of my adaptability and my ability to identify the unique needs of my clients, providing them with that extra edge on social media. In addition to my role in the restaurant industry, I continue to freelance as a content producer, photographer, and consultant, helping clients bring their visions to life.

You can view some of my work online at this link: https://bit.ly/4iOd8ov or connect with me on LinkedIn under Yolanda Carreras.

Any resources you can share with us that might be helpful to other creatives?

Absolutely! If you’re a college student, there are so many resources available to help you grow as a future professional, and I wish I had taken advantage of them even earlier in my journey. For example, Handshake was my go-to platform for internships while I was a student. Through this app/website, I secured a total of five internships. What sets Handshake apart from other job boards is its focus on students—it requires a student email address to create an account, adding a level of confidentiality and security that can ease concerns about scams or unverified postings.

Another invaluable resource was LinkedIn, which I used extensively. From connecting with industry professionals and reaching out to them, to posting content and engaging with like-minded individuals, LinkedIn became my way of building a professional community. I can’t stress enough how important it is for students, especially in creative industries, to learn how to leverage LinkedIn effectively. Think of it as another social media platform—but one where recruiters and potential collaborators are actively looking for you.

Many recruiters search for candidates on LinkedIn, especially in fields like social media management where building communities and engaging audiences is essential. If you claim to have those skills but don’t maintain a strong LinkedIn presence, it can send mixed messages to recruiters. LinkedIn is also a key platform for B2B-focused companies, making it an essential tool for standing out, building credibility, and showcasing your professionalism.

I even hosted a LinkedIn workshop to help others build their profiles and develop a strategy for using the platform effectively. If you’re interested in learning more, feel free to reach out to me—I’d love to share insights!

Let’s talk about resilience next – do you have a story you can share with us?

Where to start! Switching my career from healthcare to communications was one of the scariest decisions I’ve ever made. I knew I was entering the field later than my peers, so I asked myself: How can I learn as much as possible and gain the credentials to back me up? That question fueled my determination.

As soon as I started classes at the College of Communications, I dove headfirst into opportunities. I completed five internships during my program, worked in the Communications Office to build relationships with classmates and faculty, and took on the role of Promotional Manager at JagMedia Productions—all while maintaining my grades as a full-time student. By the time I graduated, I had 2.5 years of professional experience and a portfolio strong enough to land me a job right after graduation.

In fact, I landed my first full-time role as a Social Media Specialist two months before graduation. I thought I could juggle a full-time job while finishing school, but it quickly became overwhelming. I was leading an initiative to combat drunk driving at my university, organizing an event with city officials and the Department of Fire and Rescue alongside my teammates. While the event was a huge success, the workload took a toll on me. I overextended myself, leading to exhaustion and ultimately going on medical leave. Shortly after, I was let go from the role.

At that moment, I wanted to give up. I felt like all the hard work I’d put into switching careers had been wasted. But thanks to the unwavering support of my partner, friends, and family, I kept going. I held onto my goal, applied to countless jobs, endured multiple rejections, and kept pushing forward. Eventually, my resilience paid off—I landed a new role that reignited my passion and proved to me that setbacks are just stepping stones to growth.

Our industry is competitive and often undervalued, but that’s exactly why standing out is so important. For me, it’s about showing passion in everything I do and refusing to let challenges define me. To all the job seekers out there: stay resilient, keep learning, and don’t give up—you’ve got this!

Contact Info:

• Website: https://bit.ly/4iOd8ov
• Instagram: yoliinsocial
• Linkedin: https://www.linkedin.com/in/yolanda-carreras-3b36a523b

Image Credits

Sara Palmer