{"id":3371,"date":"2025-03-06T14:58:49","date_gmt":"2025-03-06T20:58:49","guid":{"rendered":"https:\/\/capertongillett.com\/blog\/?p=3371"},"modified":"2025-03-06T15:03:37","modified_gmt":"2025-03-06T21:03:37","slug":"what-ecds-need-to-know-about-that-resume-youre-looking-at","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/what-ecds-need-to-know-about-that-resume-youre-looking-at\/","title":{"rendered":"What ECDs need to know about that resume you\u2019re looking at"},"content":{"rendered":"
\n
\"Photo
“Yup, that’ll do ‘er.”<\/figcaption><\/figure>\n<\/div>\n\n\n

For an advertising creative currently in a hard-core search for a job (reasonable rates, inquire within<\/a>), I seem to spend a lot of time producing content that\u2019s so frank as to possibly hamstring me on the job market.<\/p>\n\n\n\n

3\/10, extremely talented but probably a hassle to work with.<\/em><\/p>\n\n\n\n

Today\u2019s effort to torpedo my own job prospects is a note about creatives\u2019 resumes, and a lack of creativity in resumes.<\/p>\n\n\n\n

Of late, I\u2019ve seen CDs and ECDs in the hiring process talking about judging resumes for not being creative enough. The format is boring \u2014 it looks like a Word doc, and they\u2019re supposed to be an art director. Where\u2019s the art? Where\u2019s the use of colors and fonts? Where\u2019s the structure? How hard is it to make your resume look at least a little bit interesting?<\/em><\/p>\n\n\n\n

I\u2019ve seen it for copywriters, too. What does this resume tell me about their writing ability? The language is all stiff and stilted, and it\u2019s full of numbers and KPIs and things. Why do I care about KPIs? I\u2019m looking for a copywriter who can come up with big ideas and turn them into compelling creative. There\u2019s nothing compelling here.<\/em><\/p>\n\n\n\n

It makes sense to expect creative people to present themselves creatively. But it\u2019s important to understand who you\u2019re looking at, and how their resume got to your desk. Because you aren\u2019t necessarily looking at the most talented, most promising creatives.<\/p>\n\n\n\n

You\u2019re looking at the ones who appeased the robot.<\/p>\n\n\n\n

Problematic: ATS, and also those robot dogs those guys keep hitting with a hockey stick<\/h2>\n\n\n\n

(That just seems like it’s not going to end well.)<\/p>\n\n\n\n

One great thing about the availability of remote work in the ad industry is that candidates from all over the country can apply for the same job. The less-great part is where that leaves employers sorting through literally thousands of resumes. They can\u2019t possibly evaluate each one individually \u2014 they have to rely on an automated system (usually one that incorporates AI) to determine which candidates to shortlist. <\/p>\n\n\n\n

The problem with ATS (applicant tracking systems) is the automated part. We say the ATS \u201creads\u201d resumes, but really it skims and scans, pulling out numbers and keywords and ranking candidates, ultimately, on their ability to put the right numbers and keywords on their resume.<\/p>\n\n\n

\n
\"Photo
“Yup, that’ll do ‘er.” (Jason Safoutin<\/a>)<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

You might not care about an art director improving CTR by 13%, but the system certainly does. You\u2019re looking for a candidate with a bachelor\u2019s degree \u201cor equivalent experience,\u201d but you don\u2019t specify what kind experience qualifies? The system will only give you bachelor\u2019ses. It\u2019s hard to come up with keywords for \u201cfollows the brief but manages to make it creative,\u201d or \u201cgreat at coming up with those little details that make a difference in addition to Big Ideas,\u201d but keywords are what the system is skimming for. And any candidate who\u2019s been on the market for more than three days has tailored their resume to accommodate that.<\/p>\n\n\n\n

And it would be great if a candidate could have a resume that\u2019s both creative and<\/em> effective at getting through the ATS, but that\u2019s just not possible. The systems are confused by colors, interesting fonts, and nonstandard formats. They\u2019re auto-skimming for digits and percent signs and keywords, demanding copy so data-stuffed there\u2019s no room for individuality. The system doesn\u2019t just not allow for creativity \u2014 it actively penalizes it.<\/p>\n\n\n\n

What you can kind of do about it a little<\/h2>\n\n\n\n

So what can you, as an individual charged with evaluating creatives for hiring purposes, do about it?<\/p>\n\n\n\n

Not a whole lot, unfortunately. At this point, automated systems \u2014 and resumes tailored to satisfy them \u2014 have become the norm, and moving to a practice that evaluates candidates on their actual potential would require an industry-wide shift. A lot of it is beyond your control. \u2026 But not all of it.<\/p>\n\n\n\n

Take all this into account when evaluating resumes.<\/strong> All the stuff I just said. Be conscious of any tendency you might have to subconsciously judge a resume itself on its creativity \u2014 it\u2019s like looking at an athlete\u2019s outfit to determine whether they\u2019re a good hurdler. And in the interest of that:<\/p>\n\n\n\n

Look at portfolios basically every time.<\/strong> It\u2019s a thrash, I know, but at this stage, the portfolio is the only insight you\u2019ll have into their creative capabilities. So if you\u2019re looking for the best creative, you need to look at the book of every<\/em> qualified (most about that below) candidate \u2014 not just the ones with the good vibes.<\/p>\n\n\n\n

Bypass the ATS whenever possible.<\/strong> This is obviously something to work on with your hiring team, but make yourself as available as possible for a direct resume handoff. Professional events, colleges and universities, cold emails. In addition to posting jobs on LinkedIn\u2019s board, announce job openings in your feed, and instruct candidates to email or DM. Get creative, and don\u2019t let a robot make your decisions for you.<\/p>\n\n\n\n

Determine what qualities are important to <\/strong>you<\/em><\/strong>.<\/strong> Now that you\u2019re getting loads more resumes, you are your own ATS. (Sorry.) What experience are you looking for? How many years? Which skills? You aren\u2019t stuck with digits and keywords \u2014 you get to choose what\u2019s important to you<\/em>, and determine what \u201cqualified\u201d means for you<\/em> (your hiring team, I mean) to move forward. It can help the team evaluate resumes and even fine-tune their ATS as much as possible for qualities that actually mean something.<\/p>\n\n\n\n

ATS aren\u2019t going anywhere. And they\u2019re not something you, as an individual, have a whole lot of power over.  All you can do is work through and\/or around them to get as many talented, promising creatives in front of you as possible \u2014 whether or not they\u2019ve been able to appease the robot. And remember, as you look at the resumes you\u2019ve been handed in search of a diamond in the rough: It\u2019s all rough out here, all the time.<\/p>\n\n\n\n

(Reasonable rates, inquire within.<\/a>)<\/p>\n","protected":false},"excerpt":{"rendered":"

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