Situation. New York City moves at a clip and so does the city’s professional class. Me: minimal professional network or connections, few leads or hot opportunities. Between applying online and looking for connections in advertising and marketing, my progress is extremely slow as the city can be competitive.
Task. Reach out to one of my largest target companies, Geometry Global, in a way that makes my resume jump off the page and calls the attention of the hiring manager. It should demonstrate my marketing, targeting and advertising skills in a way that is both provocative and persuasive.
Action. Create a multi-step experiential application. I designed an application that firmly placed my name and resume in the hiring manager’s lap and fast-forwarded the interview process.
- Hardcover Book – I repurposed a book from a street vendor in NYC and redesigned the cover to be my visual resume, showcasing my experience and “critical acclaim” (recommendations).
- Cheap Cellular Phone – I slowly hollowed out the center of the book, creating a secret hidden compartment. I purchased a cheap disposable phone with a simple cellular plan and programmed one phone number on it. The phone was placed inside the book.
- Virtual Interview – The number led to a Google Voice account recording that directed the listener by name to go to iwanttoworkforgeometryglobal.com. This website housed an interactive virtual interview where the viewer could pick and choose from a wide range of interview questions. This functioned as a pre-interview to instantly get face time with hiring mangers.
- Courier Delivery – the entire package was delivered in person by courier to the hiring manager, ensuring it ended up in their hands.
Result. I secured an interview in 3 hours flat. The entire office at Geometry Global started talking about my unusual application, leaving an unforgettable positive impression.
Lessons. Multiple learned.
- Passion is not always visible on a piece of paper.
- The job search is like dating - pay attention to details and get results.
- A virtual “video pre-interview” allowed the hiring manager to meet me efficiently, extending my reach into their office.
- Create purposefully creative content and people respond.