The Curriculum Vitae, (yes the CV) and the resume, followed by a series of interviews, entrance exams and plenty of nervous sweating in boardrooms across Ad Land have for so many been the green shoots of careers that have since flourished into the PR and Marketing men and women of Soho and Madison Avenue.
However, that once heralded sheet of A4 is becoming less and less appealing to HR directors, whose inboxes are filled daily with the word document versions of young hopefuls, applying for graduate schemes and alike.
So many are now trying their hand at getting noticed by the powers that be, by using a different set of tools – those being digital, mobile and most importantly social (Will your next CV be an infographic? [infographic]).
Even just this last week a rather ingenious little example reared it’s head in the form of a Facebook Ad on my own News Feed. I logged in to find the display ad above (see pic), informing me that this young PR chap was looking for a job at Ogilvy (where I previously worked – a detail included in my Facebook career history).
By using the Ad targeting system in Facebook he had targeted these ads to all those who had listed Ogilvy as a previous place of work, and had uploaded a link through to an online version of his CV, explaining his mission to gain employment.
Asides from the obvious risk of his current employer (another London based, reputable agency) seeing this – after all there is no way of knowing just who has worked were 100% of the time – I think this was a fantastic way of getting noticed.
Since seeing this I have spoken with the guy, and have also put him in touch with Ogilvy’s head of social media – I wish them both well.
Of course this isn’t the first time we have seen this kind of thing – just last year Alex Brownstein gained some attention by using a similar tactic using Google Ad’s to get the attention of the New York marketing community. Could this be the future of HR, don’t advertise for the applicant – let the applicant advertise to you?
PPC lends itself nicely to this kind of thing – cheap, easy to set up and can, when used correctly, be very targeted. However even this means of getting attention only holds its novelty for so long – and it seems that the big recruiters and marketing houses are asking for more and more in the creative stakes from talent seeking to get ahead.
This past week both my own agency and Saatchi & Saatchi opened the process for graduates to try and use social media to grab their attention. Saatchi’s chose to pose a challenge for grads to set up a new twitter account and race to acquire followers before the agencies chosen deadline. Many have argued that the ad house are so far missing the point of social media altogether by “focussing on the numbers” and it seems that those applying for the scheme are also keen to highlight this.
The blog “The Saatchi Experiment” appeared this week (gaining coverage across the blogosphere including on eConsultancy – and now here on the WallBlog), very tastefully discrediting the premise of the agencies attempt to show they “got” social media.
Whatever you think of the Saatchi & Saatchi campaign, one thing is clear – agencies are after creativity first, credentials second.