Say you're one of the people out there looking for a job. Or, for that matter, have a job and wish to move elsewhere. You place your paper resume, portfolio or calling card at the feet of a potential employer, and what do you think happens? Boom! They go online and Google you. They dive into stories, blogs, news and other sources to find out about the "real you." And I'm not even talking about those sex offender maps.
I'm talking about Facebook, Twitter and LinkedIn, to name a few.
What does the job prospector like, dislike, talk about, bitch about or join? What are his favorite movies, issues or charities? This research is addictive, interesting and sometimes extremely entertaining. In our search for employees, we've come across great people inside and out, but we've also uncovered a couple felons and several "haters."
The advertising agency market is just too small -- even without the shrinking effect of technology. Information is quick to find and could be quite revealing for a contender in any job search.
A few months ago, a "social media expert" from a national agency went to visit a client (FedEx) in Memphis to enlighten the client on the potential and wonder of this emerging opportunity. While still on the plane, said expert tweeted about his dislike for Memphis. Unfortunate for him, some of his followers on Twitter worked for FedEx. His tweet ignited a firestorm that swept through FedEx -- right up to the CEO.
By the time the not-too-savvy account guy arrived at FedEx, he was greeted with anger.
"We love it here in Memphis," locals and FexEx employees told him. "How dare you trash our town," they scolded. His "innocent" tweet called into question his professionalism -- and his agency's ability to manage the FedEx account.
Yikes.
Just recently, the Wisconsin Department of Tourism rolled out a new logo and tagline. And granted, anything "new" is bound to raise eyebrows, but the response to "Wisconsin, Live Like You Mean It," has been a little overboard. Attacked by the media, competing ad agencies and a number of folks on Twitter and Facebook, it has received much attention.
While the Department of Tourism is our client, another agency was given the task of logo and tagline development. And I must say, I love the work they did. And I was a bit put off by the pushback they received -- especially from fellow ad folks. Currently, there lives a group on Facebook called, "People Against Wisconsin's New Logo."
And I'm wondering to myself, "What the hell are these people thinking?"
A few of them are looking for jobs, others are at certain agencies, but no matter, they are in the ad community. Do you think they have a chance at getting a job with anyone connected to the state? Six months from now, one of these self-righteous members may be across the table from a tourism official, and it could be a little awkward.
And imagine one of them coming in for an interview for a job on the tourism account? Whoever has the account a few months from now couldn't hire them. Why risk poisoning the water? Just like the FedEx account guy, these folks need to realize the breadth and power of social media. They need to realize that it can speak volumes about their career -- and can limit their potential.
Freedom of speech is essential in our society, however, it can be deadly in a world where you represent someone else's corporate brand. Welcome to the new resume.
