One man’s opinion on how to survive the sucky economy by finding and keeping a job you actually want.

OR: Real-world tips on what I look for in a new hire.

Originally published Mar 22, 2009. Updated Jun 1, 2025

No one will deny that the job market sucks right now. But no matter how bad it gets, you can always find companies that are hiring. The biggest problem, of course, is that the more people who are looking for jobs, the more competition there is for the one you want. Which means today, more than ever, you cannot afford to blow an opportunity.

With so many resumés and portfolios crossing my desk these days, I thought some people might find it useful to hear what goes through my mind when I am sorting through literally hundreds of them, trying to decide who merits an interview, let alone a job offer. The old days of stiff resumés and stuffy interviews have been replaced with more progressive, practical ways of finding the right person. While these notes are specific to our agency and advertising in general, many of them are still relevant across the board.

The Resumé

Your resumé is the first impression. Before I meet you in person, it tells me how seriously you take the opportunity and how much care you put into presenting yourself. Here is what I look for:

1. Write like a human being, not like someone who just read “How to Write a Resumé to Win Friends & Colleagues.” Too much content sounds like bragging. Too little seems like someone’s got a thin one. Hard to judge, but that in and of itself is also part of what makes one stand out more than another – if you can properly edit your own resumé, you’re half the way there. 😉 Be human. I can’t say this enough. Do not come across as a machine. Pepper in a little personality. Don’t be flippant or disrespectful, but a few creative gems buried in the text can be very rewarding to a reader who’s just gone over 100 different boring resumés. They are also memorable.
2. Avoid generics. Do not write cover letters that are generic with “fill-in-the-company-name” areas in them. They are usually very easy to spot, and are the very first reason why I toss a resumé aside. If you don’t take the time to write something specific to a company (me), then I don’t believe you’re really interested in my company – instead, you’re just mass-mailing multiple companies. Not good. Don’t spam me. Write something that shows you actually went to our site, and in a perfect world, show how your experience is relevant to our client list. Don’t brown-nose. Just show that you actually care.
3. Be relevant. I’m always looking for someone who understands what’s real and what’s fantasy. ie, everyone wants to talk about big, exciting brands like Nike, Apple, Coke, etc – but the truth of the matter is, only a handful of people will ever really get to work on those kind of accounts. In the real world of advertising, we deal with a lot of un-sexy stuff: brochures, email campaigns, research… I look for resumés that creatively show me that someone gets this and embraces it. Tell me what’s relevant to me – most importantly, how hiring you will not only make my life easier, but also how you might become a revenue generator, as in this economy, someone who brings skills that are billable/sellable is huge. Show experience (and willingness) in handling the un-sexy stuff, and you’ll instantly become VERY attractive.
4. State your objectives. I find it helpful to have a simple objective listed at the top of the resumé, as it’s always good to know what someone really is striving for, rather than feeling someone will take whatever job their resumé fits into. I’ve been told by many others (my lead AE for example) that they disagree with this and find most objectives to be very superficial. So if you do choose to include one, make sure it doesn’t come off as generic – add a little personality into it if you can. And when interviewing, be specific as to what you want to do, what your short-term goals are, and what you see yourself growing into down the road.
5. Design your resumé like you care. Whether you’re a designer or not, it matters. Sloppy resumés present you as a sloppy employee. If you don’t care about your own sales piece, why would you care about someone else’s? If you can’t design, find someone who can. It doesn’t have to be a One Show candidate, but at the very least it should be crisp, clean and VERY well organized. There’s a simple hierarchy as to what I look for in a resumé, and the design should allow the eye to hit these points in order: (1) Name, (2) Companies worked at, (3) Titles at those companies, (4) Years worked there, (5) General job description, (6) bullet points of RELEVANT specific accomplishments for each job. Your resumé has one purpose and one purpose only: to get you an interview. Trying to make it do anything more than that is only going to complicate things.
6. Emailing a Word document can be job hunting suicide. If you’re sending your resumé via email, DO NOT SEND A WORD DOCUMENT – send a PDF. Word often reformats itself based on the computer it is opened in (especially if you built it on a PC and it is opened on a Mac) – meaning fonts can get substituted, margins can go wacky, line breaks can randomly occur in the wrong spots, tabs can shift out of place, and in general, your beautiful resumé can look like a total, jumbled pile of crap. Export it as a PDF, rest easy, and make your and your potential employer’s life simple. Oh, and just to make sure I’ve made this clear, I’m going to say it again: If you’re sending your resumé via email, DO NOT SEND A WORD DOCUMENT – send a PDF. OK, I think I’ve made my point.
7. In-body email resumés. I have to admit, I am not a big fan of resumés sent within the body of the email, for the same reasons as stated in the previous point. All kinds of crazy can go on with formatting, and it’s important you make all attempts possible not to lose the little control you actually have in this horrific application process. Hoping and praying someone’s computer has all of the same fonts your particular email client has is not a good start to things. Write a nice cover letter in the body of the email (something a little more personable than simply, “Attached for your review.”), and if you feel strongly about including an email-formatted resumé, make sure you also include a PDF of your resumé for easy downloading and printing.
8. Your website (if you need one). Whether you’re a designer, a writer, or an AE (or any one else for that mater), your website is the first place that your skills will be judged. If you’re going to build a website to showcase your work and/or your experience, make sure its simple, easy to navigate and smartly designed. It’s often one of the first exposures someone will have to you and your work, so make a good first impression. Focus on the work and keep personal things to a minimum. It’s nice to know a little bit about you personally, but at this stage I don’t really need to see a full gallery of your vacation photos or your weekend side projects unless they directly showcase skills that are relevant to the job. If you can’t build your website well, then post clean, well-laid out pdfs of your work for easy download. Those are better than a website built by someone who doesn’t build websites. And if you aren’t sure if your site is polished enough, don’t ask your mom for her opinion. You know what she’s going to say.
9. Junk mail is not always your friend. I can not tell you how many times someone’s submitted resumé has wound up in my junk mail folder, and it’s fortunate that I’ve made a habit of scanning it once a week or all of those misdirected emails would be long gone. Be very careful about the words you choose to use in your subject line, as there are a variety of “junk” words that most email clients will snag. Words like free, marketing, advertising, compete, amazing, promise, and viagra (just kidding) amongst many others should be avoided at all costs. Try not to be too creative with your subject line and instead, use the body of the email to do your dirty work.
10. Check you own junk mail periodically. Yes, even a potential employer’s emails can often get caught in your own spam filters, depending on your email client’s spam sensitivity settings. Many people have felt they’ve been left behind in our searches, only to realize months later that our “call-back” email got stuffed into the junk mail folder, left to slowly fade away. So if you are corresponding with a potential new employer via email, you owe it to yourself to occasionally scan your junk mail folder, just in case something accidentally found its way in there.
11. Cut & Paste can leave an ugly trail. If you do cut & paste a standard reply into an email, make sure you’ve turned off any indenting or quoting your email client might insert. There’s nothing more heart-warming than seeing an email come into my in-box with multiple indents along the left side, making it perfectly clear just how many times you’ve forwarded that same email to others. Try your best to at least make it seem like the job your applying for is one you’re interested enough in to make it look as though you might actually, possibly, in some way shape or form, care about.
12. Video or no Video? This one’s a tough one, as it really depends on how good you are on camera. If you choose to send a video of yourself you will be putting a lot of emphasis on your personality – which could be a good thing if you believe the job you’re applying for puts a premium on that. I’ve seen this done well, and not so well, so it will really be up to you as to whether this is something you feel will be valuable to the resume-reader. BUT if you do choose to send one, it definitely helps if its personal – ie it mentions our company and feels as though you’re addressing me (or whoeever is viewing it) personally. Don’t make it too long – a few minutes is more than enough – and try to show both your personality and your style as best you can. Don’t be cocky, but do be confident. And I hope it goes without saying that you should dress for the part. This is your first impression, and how you present yourself makes a huge difference, no matter how good your personality may be.

The Portfolio/Work

Your portfolio shows how you think, what you have done, and how you present yourself. A strong portfolio tells me not just what you can create, but how you approach the work.

1. Explain what your role was. Although I don’t see it done too often, I find it very refreshing to know exactly what someone’s role was on a particular piece of creative. In this business, a lot of people get their hands involved on a lot of things – so if someone else art directed a brochure and then you laid it out and saw it through production, say that. In my own portfolio (when I used to need one 😉 I list EVERY name along with their role on each piece I show (CD; AD; CW; Prod; etc) just to make sure there’s no confusion. Don’t take credit for something you didn’t do, as it’s a very big letdown for me to have expectations of you that you ultimately can’t live up to. It’s better to see a lot of your own spec work than a bunch of work you really didn’t have a hand in. Remember, 5 great pieces of your own are far superior to 25 pieces of someone else’s.
2. Show spec work. Spec work is often welcomed and encouraged, as it shows a level of proactivity that is highly desirable in someone. But remember, spec work comes with a higher level of scrutiny, since you have the final say on its layout, content and presentation. There’s no one else to blame if it’s not perfect in every way. Treat spec work as if it’s a direct reflection of your own creative ability.
3. Specialization vs generalism: Depending on the company, having a niche (say content marketing, social media strategy, UX design) can make you more attractive. But it can also pigeon-hole you into an area you may find it difficult to get out of. Smaller companies tend to look for someone who has well-rounded experience in many areas, while larger companies may find your resumé more useful if you focus on a core strength. This one you’ll have to play by ear, depending on the job and company.
4. Be realistic. Don’t design/write spec for big-time clients like Nike, Apple, MasterCard, etc (ie, point #3 from above). Its very easy to execute creative off of someone else’s idea (I can’t tell you how many spec MasterCard spots/scripts I’ve seen for the “Priceless” campaign). All that shows is that you can plagiarize someone else’s idea well. Unless you’re a senior AD/CW, most likely you’ll be writing/designing smaller, more pedestrian items. Again, brochures, email templates, catalogues, financial forms, social media posts, PPC ads, general billboards & print ads, logo designs, etc. Don’t exclusively show those kinds of pieces, but make sure they are well-represented, as those are the reality of the position you’re likely looking at (again, assuming you’re not looking for a senior-level position). Many people can create great image-driven advertising. Not a lot can do copy-heavy, offer-driven creative. It’s not the sexy side of the biz, but it’s about 75% of it. Show that you understand it and embrace it. And you’ll be incredibly marketable.
5. Flesh it out. To be a really strong candidate (to me), you need to be able to see a brand all the way through its various tactics. I’m more interested in 10 pieces from one brand – showing all kinds of tactics based around a campaign – than by 10 various tactics from 10 different brands. I want to see smart, consistent thinking – and understand how you translate a great print ad into a brochure, a splash page, a banner ad, a billboard, an email blast and a promotional event. Throw in a t-shirt design that fits with the whole package and you’ll be cooking with Crisco.
6. Understand the business side. For marketing roles, knowing basics of ROI, analytics, metrics, campaign measurement, advertising platforms, digital marketing channels (SEO, PPC, social ads) is often expected. Lots of platforms (Google for example) provide free courses and certifications in this area, so take advantage to learn wherever you can.
7. Growing the business & managing the work. For AE’s, it’s incredibly helpful to show how you’ve handled briefs, as every agency has a different way of managing jobs, and the brief is the key to everything. Also, if you are able, demonstrating how you’ve grown previous company work flows from their current clients is an easy way to show how you can immediately help with the increase of revenue for the new company you’re looking to interview with. In other words, if a client asked for one thing (ie, a logo design) and you were instrumental in logically and strategically explaining and selling why it needed to be expanded into 4 more jobs (ie, a naming exploratory, complete stationary design, signage, and a re-thinking of their website), that’s music to anyone’s ears.

The Interview

The interview is where personality, preparation, and professionalism matter most. Whether it takes place in person or over a Zoom call, by the time you sit down with me your resumé and portfolio have already made their impression. This is your chance to show you are a good fit.

1. Cold calling is a no-no. Cold-emailing is fine, but don’t expect a response. And as far as follow-ups go, a nice handwritten note will go a lot further than a bunch of calls or a generic, easy-to-send email. Cards often get kept. Emails do not. And if you believe that calling 10 times in order to get an interview is going to make you remembered in a fond way, you are sorely mistaken. Our people have a lot to do as it is – answering calls from everyone who wants a job would be a full-time gig in and of itself. Don’t do it. Be respectful of the people and process. It will reflect well on your character.
2. Be on time. In fact, be a little early. Don’t actually show up too early, but be in the general area of the interview 10 minutes or so early – so that you can literally walk in right on time. Those who show up even a minute late are sending a message that this is what should be expected if they are to be hired. Be on time. I cannot stress this enough. If you can’t leave early for an interview to ensure that things like traffic, rain, hail storms, snow squalls, and meteor showers don’t get in your way, you really don’t want the job that badly. Be honest with yourself and don’t waste people’s time if you can’t manage your own. This includes zoom calls. Better to be in the waiting room 5 minutes early. Its never a good sign if I’m in there first, waiting on you to arrive.
3. Dress for the Part. I’ve mentioned this previously regarding videos – you will be telegraphing a lot by how you present yourself, so show up looking like you care about your apprearance and that you respect the person who you’re meeting with by taking how you dress seriously. This doesn’t mean you need to wear a suit or overdress for the part. But showing up at an interview in jeans and a T-shirt sends a clear message, no matter what the job is or what the eventual dress code will be. So if you want to be taken seriously, show them your best side right out of the gate. You can always dumb it down later.
4. Be relevant and be up-to-date. The industry is moving fast, and if you want to stand out you need to show you are moving with it. Knowing the classics like InDesign, Illustrator, and Photoshop is table stakes at this point. You should also show that you understand how technology is rapidly changing the way we work. Things like AI are not just buzzwords, they are tools that are already reshaping creative, production, and strategy on a massive level. UX/UI tools (Figma, Sketch), motion/animation, digital analytics, social media ad platforms, maybe even some basic coding or tool-automation are good-to-have’s as well. You do not need to be an expert in everything, but you do need to demonstrate that you are curious, adaptable, and willing to learn. Show me you are not stuck in the past, but ready to take on the tools and trends that will define the next wave of the industry.
5. Come with questions that show you’ve done at least a little homework. It’s imperative to remember that you are not only being interviewed to see if you fit the job, but also doing the interviewing to see if the job fits you. Sitting there and answering questions is only half of the interview. Asking challenging – yet respectful – questions to better understand what you’re possibly getting yourself into not only gets you remembered, but also respected. If you’re a Yes-Man/Woman in the interview, then that’s the kind of person I’ll expect you to be on the job – and that’s not good. Because while I want people to do what’s expected of them, I also don’t want an agency of robots. Clients hire people, not agencies. It’s the personalities that define our companies. Which leads me to my next thought…
6. Be yourself. Most of the time when I’m interviewing candidates, I remember interesting things about them as opposed to details about their careers or the work they’ve done. Loosen up. And let the things that make you who you are come through. THIS is the time to let your persoanl side shine through, to help give me an idea of who the person behind the resumé is. In the end, we’re looking for someone to fit into our culture and contribute from day one. So if you’re into the music scene, talk about it. If you’re a foodie, speak up. I’ll likley remember an Account Executive who spent a week camped out at Woodstock 2 better than one who talks about crunching numbers on a spreadsheet. Although, that would depend on the spreadsheet. 😉
7. Thank you’s matter. This one seems obvious, but you’d be surprised. A simple “thank you” email is really all you need, although there’s certainly nothing wrong with a hand-written card if you choose to go that far. In my experience, neither is better or worse than the other. Just remember, this is likely your last chance to connect with your potential employer and make a last – hopefully good – impression. Good manners are always a desired trait by anyone looking for a new employee. So if you got this far, you’d be foolish not to put the cherry on the proverbial cake. That way you leave them with a good sense about you, whether you land the job or not. Because you never know when your paths may cross again.

Final Thoughts

Remember, this is just one man’s opinion on things I look for in people who connect with us for potential work. Results will vary depending on who you talk to as well as what your own personal style is like. The most important thing to remember – imho – is to sell who you are, not who you think someone wants you to be. Stay positive, try not to look desperate, and never play hardball unless you’re prepared to get hit by a pitch. There are a lot of talented people out there looking for the same job you’re interested in. Do your best not to give anyone a reason to move your resumé into the “thanks but no thanks” pile (and do it without completely prostituting yourself), and in the end, you’ll be a happier person throughout the process.

Good luck.