Thursday, May 15, 2008
5476: Help Wanted Ads Need Help.
AdPulp noted this actual job listing, which is on the opposite end of the spectrum versus the help-wanted pleas from Saatchi & Saatchi X. Scroll through it and read the additional MultiCultClassics comments below.
Copywriter/Art Director Team
BOONEOAKLEY — Young, fun, award-winning ad agency in Charlotte, NC seeks talented, award-winning art director/copywriter team.
We’ve set the bar high for our agency. So we’re setting the bar high for our applicants:
UNLESS YOUR WORK HAS BEEN IN “CA” ADVERTISING ANNUAL OR THE ONE SHOW, PLEASE DO NOT SEND YOUR BOOK.
IF YOU’VE BEEN IN CA OR ONE SHOW, THEN KEEP READING…
We have some pretty cool clients who like to do pretty cool work.
We have a mission: to be an extraordinary agency that does extraordinary work.
We have a great work environment, great people and great potential.
We have an indoor basketball court.
What we don’t have is you.
Okay, now stop reading and send us your PDF book.
P.S.: We may consider individual books, but we’re really hoping to find a proven team.
OK, to be clear, the following observations are not intended to criticize BooneOakley, although it’s likely many will see it as such. Please attempt to view this as an opportunity to consider our individual behaviors, attitudes and actions.
Based on comments left at AdPulp by agency co-founder John Boone, the job listing addressed a specific target and company need.
But it does symbolize the advertising industry’s recruitment practices, as well as spotlight the challenges of diversity.
When it comes to hunting for talent, agency executives with hiring authority tend to fish in a limited, exclusive pool. In this case, the pool has been sucked even smaller with the requisite CA Annual and One Show credentials. These honors are arguably prestigious, yet neither is particularly inclusive.
Heaven forbid creative directors should be capable of making the call on potential talent, as opposed to relying on the controversial opinions of award show judges. While it might not apply to BooneOakley, owning trophies does not automatically equal success. Think of the countless BDAs that woo rock stars, only to have them flame out in a different environment.
To repeat, this is not intended to spank BooneOakley. They’re hardly the first guys to hang a “Fill-in-the-blanks Only” sign. Plenty of shops demand diplomas from portfolio schools, citizenship from specific cities, membership from clubby cliques, etc.
It seems the common tactic is to hire clones. Bring in people who think like us. Dress like us. Act like us. Look like us. Need proof? Visit BooneOakley.com and scan the staff photos under the heading “OUR KULCHUR.” Like most agencies, the KULCHUR lacks culture.
Why does an industry that allegedly embraces breakthrough and unconventional solutions never apply the bravado to selecting new employees? Why do we go for the most expected, clichéd and obvious choices?
In his comments at AdPulp, Boone wrote, “Like much of what we do, [the job listing is] experimental. We’ll see if it works or not.”
Honestly, what’s so experimental about this exercise?
P.S., Pardon the digression, but here’s a persistent pet peeve: When searching for general talent, we’re attracted to “proven” winners. When looking for Black talent, we don’t hesitate to sign up Jay-Z, Jermaine Dupri, Diddy or any other hip-hop artist with zero industry experience. How come we never offer CD titles to Josh Groban or Celine Dion?