July 25, 2010
What’s a job at the top of your field worth to you?
To unemployed advertising executive Alec Brownstein, it was worth around USD 6. That’s what Alec paid Google AdWords to get the attention of New York’s top advertising agencies and score himself two job offers.
Alec decided he wanted a job at one of New York’s top ad agencies. But to get an interview via the regular channels could take months. So he decided to bypass normal job application procedures and appeal to the egos of the Creative Directors instead.
How did he do it? He set up PPC ads using Dynamic Keyword Insertion that would appear whenever one of the Creative Directors Googled themselves, otherwise known as a *vanity search*. So a Google search for Gerry Graf, David Droga, Tony Granger, Ian Reichenthal or Scott Vitrone would trigger Alec’s ad to appear.
The ad read:
Hey [Director’s Name]
Googling yourself is a lot of fun.
Hiring me is fun, too.
A click on the ad led to Alec’s site and contact details. According to Brownstein, nobody was bidding on the names, so he was able to achieve the top ad slots for around 10 cents per click.
The result? Alec scored interviews with 4 out of the 5 Creative Directors and job offers from both Ian Reichenthal and Scott Vitrone of Y&R Advertising. He took one of the offers and now has a permament gig at Y&R New York.