1. A video application
Pam Green, HR manager, advertising agency Grey Worldwide
During a graduate recruitment programme, for which we trawled through over 600 paper-based applications, we received one application from a young lady who had produced a video of herself dressed as Kylie in the 'Can't Get You Out Of My Head' video. She had redone the lyrics, so she was singing 'Can't Get Grey Out Of My Head'. We had to interview her.
Why was it so effective?
We like our applications to be personalised for Grey. We want to see that the individual has done their homework. It helps if it's thought-provoking, slick and professional, and implies a sense of desire to work for our company.
What would you advise against?
Bombarding people with emails. There's nothing worse than people sending through viral applications in drips - it usually ends up as a jigsaw with pieces missing.
2. Cold calling the recruiter at home
Graham Slyper, director of Strettons Chartered Surveyors
I received a telephone call at home one weekend from a young man seeking a job. He started by mentioning the name of a friend of mine who, he said, had given him my number. I told him to call my office the following Monday. I subsequently found out it had been a bold cold call. My friend John was a friend of the caller's parents, but John had neither provided my home number, nor suggested calling me. The caller, Simon, came over well on the telephone and I arranged an interview.
Why was it so effective?
I decided that Simon's audacious approach could be harnessed to good effect. We were right - nine years later he is a director.
What would you advise against?
Anything that smacks of a casual or unprofessional attitude. At Strettons we look for candidates with potential to improve our business, and who will come across well to customers. We offer training, so direct experience is less important than personality and the ability to think on one's feet.
3. Small talk on a train
Judith Massey, director of PR company Citigate Technology
I was travelling to a meeting by train, with a bag with our company name printed on it. I noticed a passenger looking at the bag. Then she asked me: 'Do you work for Citigate? It's a company I admire.' An hour later we had done an ad-hoc interview and arranged a formal meeting. Katie is now one of our best consultants.
Why was it so effective?
PR is about thinking on your feet, selling ideas and making things happen. Katie's initiative and enthusiasm on the spot were impressive. She could have asked for a business card and written to us, but she seized the moment.
What would you advise against?
Sending anonymous, speculative letters. Business-to-business and corporate PR is a competitive industry to get into. You need to prove that you have a passion for business, an understanding of what you could bring to the company, and insight into the communication problems faced by organisations. Gimmicks, such as writing your CV as a press announcement, don't work.
