Bleustein Blanchet – one of the late fathers of advertising – once said that the Communications Industry was all about difference. I could not be more in agreement with him and have even extended this statement to Marketing and our every day’s life. Having a look at the employment market, the release of the “Doyoubuzz” website highlights this quest for differentiation: job applicants are now more than ever looking at ways to differentiate themselves from the crowd. That’s right, this is individuals marketing themselves on the job market.
If the CV and the covering letter are evolving, one would be mistaken to think they are disappearing. The CV is, to me, the ultimate way to give the employer what he wants (on top of its administrative purposes). It needs to be simple and almost standardised – imagine everyone using the same template for their CVs just like most corporations are now asking us to fill in these lengthy questionnaires that literally re-organise the information already presented on your CV. With this in mind, the only way to differentiate yourself will be to do anything around the CV that will be clever enough to 1) make your voice heard, and 2) sell yourself.
A (very) basic way to understand the message in Marketing Communications could be to split it between the What and the How. The How could be a ATL comms, raising awareness whilst driving engagement through emotional cues, and the What that could be a retail leaflet or a company website, providing your audience with detailed info about the product in a convenient format. Back to our employment market, the How will be your covering letter (showing your personality and getting your reader to consider your CV), and the What will be that very CV. Again, agreeing that all CVs should be standardised, your only opportunity of differentiation will be your covering letter or whatever this is. Let’s look at an interesting example: the video CV.
Typing “video CV” on YouTube will give you a broad range of good, bad and even ugly executions. I have given myself a try at this risky exercise (risky as, if it will undoubtedly give you fame, that fame can easily turn into bad publicity) after graduating, and therefore having a fairly “light” CV in terms of experience. Here are my advices to any fellow ambitious risk-takers:
- Have a clear goal. This will narrow your ambitions, making your video to the point and relevant. There is a huge difference between “I want a great marketing job with great money” and “I want to be a successful advertising account executive in London”.
- The idea. This is not a CV but an inspiring deliverable with sole goal to inspire your employer to read your CV. Ideally, the end frame will actually call the viewer to download your actual CV.
- Relevance. I have seen some fairly bad examples that were so famous they probably destroyed these guys’ careers. Why? Because you don’t make a video of yourself if you don’t have that minimum of charisma, creativity or if you have nothing better to say than reading your CV in front of a camera for 5 minutes. Relevance also covers the Industry you are after. You wouldn’t do a video CV to land a part time job at McDonalds would you?
- The execution. Remember that the execution supports the idea, and not the other way around. You could simply post it on YouTube and wait for the buzz to take off, or send it directly to employers with a catchy line, or you could combine both into a clever activation plan whereby you will start broadcasting it (online and auto-generated buzz) to then narrowcast (direct emails)
The video CV is just one of the ways to market yourself on the employment market, just like putting yourself on eBay for auction. Remember to always stay true to yourself, to showcase your personality instead of replicating your CV in audio, and to execute it as part of a well-thought activation plan. Here’s mine open to critics… I would steer away from Barney Stinson’s execution!