From studies to work: Becoming the managing director of a social media agency

Fee Lobinger successfully completed her bachelor's degree in media and business psychology at HMKW Cologne in 2017. After internships in change management and HR consulting, she is now a lecturer in HR psychology, HR business consultant and founder of the social media agency zwoelfstein.

Hello Fee,

what comes to mind first when you think of HMKW?

I had a great time studying and learned a lot. I look back on my years at HMKW with great pleasure. We always laughed a lot in the lectures and in the breaks in between. So the first thing I now think of are definitely the great friends I made during that time.

You studied the B.A. Media and Business Psychology program. What and where do you work now?

That's not even that easy to answer. I currently work mainly as the managing director of the social media agency zwoelfstein in Düsseldorf. On the side, however, I also work as a lecturer, including courses in personnel psychology and corporate management. I also work as a management consultant for HR and transformation topics on a project basis from time to time. So I still live the combination of my bachelor's degree in my everyday work.


Did you get any work experiences prior to your master’s degree that you would like to share with us?

Before I started my own business, I went through a few steps and that completely in HR. After my bachelor's degree, I completed a few internships, for example at IKEA in Change Management and at Deloitte in Risk Advisory. After that I spent almost 2 years at Michael Page in Düsseldorf and helped to build up a new division as an HR consultant. After that, I worked as an HR Business Partner at Abercrombie & Fitch for a few months before taking the leap into self-employment.


When did you figure out your preferred career path? How much was your choice influenced by the compulsory internship?

At least not in a typical way! When I did my internship, I really wanted to go into the fashion world. After my compulsory internship, the dream seemed to be over. Today, I don't even mention it anymore... But that's also part of studying and growing up. It became clear to me in the later semesters that my heart beats for HR work, especially through the coaching module. I had not expected that at all beforehand!


Why did you decide to study “Media and Business Psychology”? And what made you choose HMKW Cologne?

As a high school graduate, I was convinced by HMKW right away. Not only the warm-hearted and relaxed, friendly nature of the staff there, but also the module content and the lecturers immediately won me over. To this day, I have fond memories of my lecturers and the many discussions I had with them.

Which contents of your studies are part of your current job? How do your studies help you in your work routine?

My switch from human resources to social media allowed me to draw on many of the fundamentals I learned in college and I am very grateful for the hybrid degree program.

What are your plans for the future?

When the Corona crisis is over, my fiancé and I want to convert an old camper and see the world together with our dog. Thank God we have great staff that we can rely on 100%. With our agency we can work around the clock and from anywhere. We want to make the most of that!

Could you tell us more about the application phase after your graduation?

I don't think any job search is all peace, joy and happiness. I, too, did not get a job that I really wanted. That is part of it! But internships, a well-designed CV and my education at HMKW have certainly brought me to where I am today.

Which characteristics should students have that want to study „B.A. Media and Business Psychology“?

Even back then, there were so many different students at HMKW that every pot has its lid. What they all had in common, however, was a certain open-mindedness that sometimes made things a bit noisy in the cafeteria, thanks to all the greetings that were shouted across the room.

What would you tell fellow students that study at HMKW?

Please listen to your heart and do what makes you happy! That is not always congruent with what you can do best. Learn to differentiate and then do what makes you happy. Sounds cheesy - but then the rest comes all by itself! And: swings to the left and to the right don't ruin your CV - they just make you unique. :-)


Thank you for your insights and helpful tips. All the best for the future!