Josh Tolan is the CEO of Spark Hire, a video powered hiring network that connects job seekers and employers through video resumes and online interviews. Connect with him and Spark Hire on Facebook and Twitter.
“Plans disappear, dreams take over,” Brad Pitt says gravely in his recent Chanel No. 5 commercial. Whoever dreamed up Pitt’s commercial must be shocked at all the fuss it’s been creating. The 30-second spot currently has more than 4 million views on YouTube and was spoofed everywhere from Saturday Night Live to the Conan O’Brien.
The spot, which features Pitt standing motionless in black and white making a borderline-incoherent speech, is a viral sensation. Unfortunately for Pitt, it’s gone viral because the spot is perceived as both strange and awkward. While bloggers and news outlets weigh the pros and cons of whether the viral smash is good for Chanel’s bottom line, it seems likely to be bad for Pitt’s personal brand.
This is a great example of why branding is so important, especially on video. For job seekers looking to nab their dream job, an attractive video resume can make them stand out from the pack and surpass the herd of other qualified job seekers. Job seekers who don’t pay attention to their brand in their video resume, however, could easily become spoof fodder, like Pitt’s Chanel ad.
Here are some video resume branding lessons from Brad Pitt’s Chanel commercial you should be sure to keep in mind before hitting the red button.
Don’t Speak in Motivational Cliches
[youtube https://www.youtube.com/watch?v=mGs4CjeJiJQ?enablejsapi=1&&w=640&h=360]
You want employers to know you’re hard working, dedicated and have superior communication skills. Do not, however, fall into the trap of using motivational cliches or commonplace sayings to get these messages across. Instead of throwing out the tired phrases an employer is likely to hear constantly, use your video resume to deepen the hiring manager’s understanding of your candidacy and prior experience.
As an alternative to saying you are a hard worker, which is so general it’s practically useless, give a concrete example. For instance, tell employers about the time you stayed late and worked on the weekend to get a rush project in by deadline. This shows you are hardworking, deadline-oriented and willing to go above and beyond without using any of those trite phrases. Show, don’t tell.
Pay Attention to Appearances
In one of the SNL spoofs, cast member Taran Killam playing Pitt remarks, “Is it just me or do I look super homeless?” With his beard, long hair and slightly unkempt appearance, Pitt does indeed look less than 100% put together in the Chanel ad. Unlike Chanel’s glamorous female celebrities, as the first male spokesperson for the brand, Pitt looks like he might have just rolled out of bed to shoot the commercial.
This is not fashion advice you should take when filming your video resume. First impressions matter, and if you look unprofessional in your video resume, employers are likely to think you will be unprofessional in your everyday conduct. Dress for your video resume like you would for any important in-person interview. Wear a suit or other conservative business attire and make sure you are well groomed and put together. Pay attention to the staging area you set for your video resume and keep your background clean and professional as well.
You want your video resume to say you are the right person for the job, so you want employers to focus on your words instead of your messy appearance. Putting time and effort into how you look will show hiring managers how much you care about the job and make you much more likely to get a call requesting an interview.
Say Something Meaningful
The biggest joke about the Pitt Chanel clip is that what Pitt is saying seems to make little coherent sense. It all appears very stream-of-consciousness style, which makes the ad a strange departure for the elegant couture brand.
In your video resume, you want your words to matter. More than looking the part and sounding confident, you want the content of your video resume to really wow hiring managers. However, try not to confuse saying something meaningful with sounding like a fortune cookie. Speak clearly and concisely and reign in your urge to ramble. Make sure all your statements demonstrate how you will bring value to the organization and what skills you can bring to the table.
Pitt’s Chanel ad might be getting a lot of viral traction, but in your video resume you want hiring managers to be paying attention for the right reasons. If you hone your message, avoid cliches, and dress the part you can stand out from the pack and nab your dream job. No artistic black-and-white setting required.
What are some video resume branding lessons you’ve taken from Brad Pitt’s commercial? Share in the comments.
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Read more: http://mashable.com/2012/11/04/video-resume-brad-pitt/
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