Our agency has been getting in more resumes than usual, which is always flattering to me. Many of them are from students about to enter the workforce, but, this being an economic nightmare, we’re getting plenty from talented folks in the industry as well. And I fear some of them have the notion that talent is all that matters to a Creative Director. Well, it’s not. Not this one anyway. So here are a few tips that I pass on to you in hopes that you will keep this in mind during your search. These are my and my observations alone based on the encounters I’ve had in just the last several months. Forgive me if my tone is a bit more blunt, but frankly, some people who just don’t get it need to hear this:

1. I don’t hire artists and poets. I hire Designers and Copywriters.
If you want to do art and poetry, do it in the privacy of your own home. In fact, don’t even get into our business if you want to be an artist or poet. Because here, you get paid for your design and writing. That means your “expression” is not always going to be favored by the client. You will have to revise it. Again and again. And just when you think it’s approved, you’ll revise it a few more times. Believe it or not, this will make you a better designer and writer because you will be continuously challenged to work within tight parameters and find ways to be nimble while you strive to deliver a product that is every bit as good — and hopefully better — than your original concept.

2. Get anything that doesn’t resemble an ad out of your portfolio. Now.
Wow, what an interesting illustration of the lead singer of Metallica. When do you plan on presenting a concept like that to one of our clients? Oh, I know — you just wanted to show me you can illustrate. Seriously, it’s cool that you have that versatility. But I’ve got a better idea: List that skill on your resume. Then, if I ask about your illustration, you can show me examples of that skill kept separately from the rest of your work, prefacing it by saying, “I realize that this concept isn’t an ad obviously, but if you want to see my illustrative skill, I have some examples here I can show you.”

3. You will not always work on what you want to.
I have worked on insurance, mortgages and semiconductors. You can make anything fun and creative if you push yourself hard enough. For me, the satisfaction in doing what I do comes from completely absorbing myself in the client’s business so I can understand their challenges and then produce a creative product that addresses that challenge. Look, many accounts are not “sexy.” Yet many writers and designers want to work on the “sexy” accounts. Now imagine how much more you’ll stand out by being the writer or designer who wants to work on anything at any given time — with a smile on your face while doing it. Stay hungry and stay humble.

4. Where you worked before doesn’t mean as much to me as you think.
Don’t get me wrong. I’m impressed that you worked here or there. Because that place you worked was probably a hard place to get hired. But I’m much more interested in the ideas in your portfolio. I’m also incredibly interested in the course of our conversation that you aren’t an arrogant prima donna that won’t get along with my team or a person who turns his/her nose up at an assignment.

5. Get to know my agency before you write or call me.
I know all the tricks. You think that you can get a little more of my attention by sending me a form letter that says “I respect the methodology of (AGENCY NAME HERE) and I’d like to work with you because you do work on (ACCOUNT NAME HERE).” Nice try. But I can tell that you’re trying to send out as many emails and letters as possible in hopes of something that hits. After all, all you need is one, right? Wrong. That’s a lousy way to look for a job and any agency worth a dime is going to sniff out the fact that you didn’t do your homework on them. So spend some time getting to know our company. Go to our website. Read our philosophy and get a feel for what makes us tick. Send me a letter that convinces me there’s no way in the world you would know the things about us that you do unless you really absorbed what WE are about. Yes, it’s more time-consuming to do this. I’m sorry, am I putting you out to spend 15-30 minutes studying me but you want 15-30 minutes of my precious time? It works both ways. Prove to me you give a damn.

6. Don’t make the kind of mistakes you would’ve been caught for in elementary school.
Spelling errors on your resume? Are you kidding me? That does a lot for my confidence. Thanks for the red flag that says you don’t pay attention to the details on important jobs. Next candidate, please.

7. Talk strategy with creativity.
There are many, many, many creative people out there. But let’s get one thing straight. You are not here to do cool ads. You are here to supply business solutions in a way that is strategically and creatively incredible. Creativity without strategy is a pretty picture and flowery words. It will impress me more if you go beyond saying, “I did this because it’s cool” and instead say something along the lines of “The target audience being a group of people in the southwestern United States between 25-35, it was clear that this group uses and responds to media in a way that’s different than their older counterparts. With this in mind, I built a campaign driven by their behavior that includes….” Remember, creativity is not solely about the content, but also in the way you are creative in the use of media in relation to the target audience. That shows me a strategic thinker who also happens to write/design.

8. Respect my time and rules for interviewing.
“Can’t I just come in and show you my portfolio?” Sure, total stranger. Let me move everything on my plate to accommodate you. Or maybe you can send me a resume and PDF samples of your work along with the aforementioned letter that shows me you would like to get to know my agency. Once I receive that, we can potentially move on to the next step. It’s a relationship we’re potentially having here and I’d like to make the right choice by taking my time. I know you need a job now, now, now, but I want to make sure I have the right people on the bus if I have an opening. Chemistry accounts for a whole lot in these parts.

9. Don’t be a pest.
Call and email me every day and you will not get hired. Persistence does not get you the job. It gets you a Restraining Order. You can check in from time to time to see where I’m at in my decision making process, but just be reasonable at the same time.

10. Never, ever turn down an informational interview.
I’m not hiring right now? So what? Next week can change. The big man upstairs can smile upon me and rain 5 large accounts on my doorstep next week (I can dream). Which means if you’ve left a good impression with me, I’ll remember you and you’ll have been in the right place at the right time. Or perhaps I might know of someone in town who could use your services if I can’t. Again, show that you have an interest in my agency, not just a job.

I hope these words from the other side of the desk give you inspiration and encouragement on how to tailor your approach toward the agencies and other types of businesses you might be interested in. Granted, some of these words are blunt but remember they’re for your own good. If I don’t tell you this stuff, you might get eliminated from the process for the simplest of reasons. Here’s to you standing out from the rest and making the finish line at a place that you absolutely love working.

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