#4 Podcast: Erik Barber and Sawyer Briel of Vortex Optics
In this episode of The Grit Show, host Chase Baker sat down with Erik Barber and Sawyer Briel from Vortex Optics to delve into their journeys within the outdoor industry. Erik is the Content Manager, and Sawyer is the Marketing Communications Manager at Vortex. They shared valuable insights into how they landed their roles, what it’s like working at Vortex, and offered advice for anyone looking to carve out a career in this exciting field.
Where Do You Currently Work, and What Are Your Roles?
Chase kicked things off by asking Erik and Sawyer about their current positions at Vortex Optics. Erik explained, “I’m the Content Manager here at Vortex. I oversee our social team, manage our podcast, and handle a lot of the content we put out, whether that’s newsletters, videos, or social media. I work with a lot of talented folks here, and it’s an awesome place to be.” Sawyer added, “I’m the Marketing Communications Manager. Our team works extremely closely with Erik’s. We primarily deal with paid marketing, ambassador marketing, our PR strategy, and event strategy. We collaborate a lot, especially when it comes to content creation and dissemination through various channels.”
Why Did You Choose a Career in the Outdoor Industry?
Sawyer shared his story first. “I grew up hunting and fishing in a super small town in Southwest Wisconsin. After high school, I went to UW-Madison, starting out in pre-law but wasn’t quite sure what I wanted to do. I worked at the Wisconsin Department of Natural Resources (DNR) for about six years, which scratched both the policy and outdoor itches for me. I got to work directly with fisheries biologists and wildlife biologists. Eventually, I connected with Vortex on a project, saw a job opening, and here I am four and a half years later.” Erik then recounted his journey. “I went to college for communication and business marketing but didn’t really know what I wanted to do. I was always into hunting and the outdoors–it was a dream job but felt like a pipe dream. In my junior year, I landed an internship with Midwest Whitetail, which was a gateway into the industry for me. After college, I worked there full-time until 2017, then moved to the DNR where I met Sawyer. About a year later, I joined Vortex in the spring of 2018. It’s been awesome watching Vortex grow and being part of that evolution.”
What Steps Can Listeners Take to Reach a Similar Position?
Chase asked for advice for listeners hoping to get into similar roles. Erik suggested, “Keep your eyes wide open and be willing to do any type of job that has a connection to where you want to be. Don’t focus on being right where you want to be right now, there’s a process. Diversify your skill set, especially early in your career. Play the field a little bit; it helps a bunch.” Sawyer agreed, “In a perfect world, someone knows exactly what they want to do, and that position magically opens up. But in reality, it might not be the perfect job right now. Having the foresight to see where it can go and what you can learn in that first or second position is critical. Go all out for that first position, make sure you get that, and then you can work toward the other one.”
What Is Your Favorite Part of What You Do?
Curious about their day-to-day experiences, Chase asked about their favorite aspects of their jobs. Erik said, “It’s kind of twofold. Selfishly, I love the things that Vortex stands for the outdoors, hunting the brand’s values align with mine. That makes it easy to come to work every day. But we’ve always joked about this with the people we work with. We’re so fortunate. Everyone is good friends, and we have great work relationships, which helps us work well together.” Sawyer added, “Beyond the people, for me, it’s the advocacy side of things, working with conservation organizations, getting new people interested in shooting and firearms, and conservation. It’s really rewarding to be able to provide funding or products that have a tangible, positive impact on the future of what we like to do.”
What Is the Biggest Challenge of Working in the Outdoor Industry?
Chase then shifted to discuss the challenges they face. Erik noted, “From my standpoint, it’s probably balancing personal passion with professional responsibilities. When I was in field production, people don’t see that it takes a lot of time away from your personal hunting or shooting. Mixing pleasure with passion is tough. You have to separate work and play.” Sawyer said, “For me, specifically with what our team does, you have to be very comfortable with the volume of ‘no’s’ you’re going to give people. The barrier to entry to become a content creator has never been lower, which is fantastic. But we can’t work with everyone. It’s difficult managing that from a brand level and leaving people feeling that while it wasn’t a fit, they seem like good folks.”
How Much Volume Do You Deal with Regarding Inquiries and Applications?
Chase wanted to understand the scale of their interactions with content creators and applicants. Sawyer estimated, “It would be hard to put a number to it, but probably three to four hundred a year, maybe more. We look at every email and sizzle reel people send over; nothing slips through the cracks.” Erik emphasized, “Building relationships often takes time and multiple interactions. Even if it’s not a fit for us, we might know other companies where it could be a great fit.”
What Skills or Traits Have Contributed to Your Success in the Field?
Erik responded, “I would say a lot of it is persistence. For example, the first time I applied for a job at Vortex, it wasn’t the right fit. I didn’t walk away holding a grudge; I came back and tried again. Also, not taking stuff too personally when you get feedback—knowing that feedback means someone cares.” Sawyer added, “Leaving your ego at the door is a big one. We have a lot of talented people here with great ideas. You have to focus on what’s good for the brand and the consumer, rather than what’s going to help you personally.”
What Skills Are Highly Valued by the Team at Vortex?
Erik said, “People skills. You can teach someone to do a job, but you can’t teach them to be the right person for the role. We hire for culture first and foremost.” Sawyer agreed, “You have to be driven. Everything moves incredibly fast here, ideas, product launches. You don’t have to hunt or fish, but it serves you well to be passionate about these things. It’ll make your experience more enjoyable.”
How Can Listeners Interested in Working at Vortex Reach Out?
Sawyer suggested, “LinkedIn is always a great one. If you go to vortexoptics.com, all our positions are listed there. Our HR department is great, you’ll get to talk to a human being. They’re good about answering questions you might have about positions. There aren’t really any barriers that way.” Erik added, “Find us at a show, talk to anybody you find representing Vortex. Don’t ever be afraid to talk to someone; it always helps a ton.”
Are There Any Misconceptions About Building a Career in the Outdoor Industry?
Erik reflected, “The hunting industry is a business just like any other. The subject matter is different, but you need to approach it like a business. It’s a career and a job that’s transferable regardless of what industry you’re in.”
Can You Tell Us About a Memorable Project You Worked on at Vortex?
Erik shared, “For me, it’s been watching our social platforms grow, not just in numbers but in building a community. We call our customers Vortex Nation. It’s fun to go through comments and recognize people who are genuinely engaged. It’s an authentic way to grow a community, and it’s rewarding to see that what we put out affects people.”
Do You Have Tips for Small Businesses Looking to Grow in the Outdoor Industry?
Sawyer mentioned the importance of understanding your audience for small businesses aiming to grow. Knowing your consumer deeply allows for more intentional and cost-effective marketing, which doesn’t require a large budget, just a targeted, thoughtful approach. Erik also added that social media is a powerful tool for small businesses, offering a way to reach a broad audience at no cost. By sharing relatable and engaging content, businesses can effectively connect with their community and grow their brand without significant advertising spend.
What Are Your Predictions for the Outdoor Industry in 2023?
Erik noted, “Right now, people are being a little more cautious with their money. We’re coming off an interesting time with an uptick in hunter numbers post-COVID. But now, with the cost of everything going up, people’s buying behaviors are changing a bit. Brands that really engage with their customers will maintain those people.” Sawyer added, “My hopeful prediction is that the industry continues to engage the new people who came into the outdoors during COVID. We need to keep them interested through education and entertainment to retain them.”
Final Thoughts
As they wrapped up the discussion, Erik expressed gratitude for the opportunity to share their insights and encouraged listeners to reach out if they found any part of the conversation interesting. He highlighted their openness to continuing dialogues, whether it’s about something amusing on social media or offering guidance to those seeking positions in the industry.
Sawyer echoed this sentiment, advising those striving to enter the industry to remain persistent. He acknowledged that initial attempts might not always yield immediate results but emphasized that continued effort, like sending emails and proposals, can eventually lead to success.
Whether you’re aiming to work for a company like Vortex or grow your own venture, focusing on community engagement and understanding your audience can make all the difference. Keep pushing forward, stay passionate, and you might just find yourself on a similar path. Remember, the outdoor industry is as much about people as it is about products, so build those connections and keep the conversation alive.