Dear XXX, If They Won’t Hire You, We Will

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Dear XXX, If They Won’t Hire You, We Will

Topics: Brand Aid, Employment Branding, HRExaminer, John Sumser, by John Sumser

Dear XXX, If They Won’t Hire You, We Will

The big print in the full page New York Times ad begins, “Are you the author of this cover letter? Well, whoever you are, we like the cut of your jib. Clearly you are a straight shooter with a refined taste in steakhouses….”

Striking just the right balance of irreverence, the piece goes on to say, “Sure, Goldman can teach you how to properly evaluate a company but can they teach you how to properly age a sirloin? Lazard might know a thing or two about capital markets but when it comes to creamed spinach, they may as well be Lehman Brothers. Do we even have to ask what Morgan Stanley’s compliance division woul do when faced with quartering a freshJersey steer carcass?”

The piece centers on a highly redacted cover letter that appears at the top of the page. Every inch of the ad is designed to get you read the cover letter and then, if you qualify, to spend time as an intern at Smith & Wollensky (one of New York’s great steakhouses).

It’s an amazing piece of job specific employment branding. Knowing that they must compete with the big financial houdses for talent, Smith & Wollensky took the bull by the horns, so to speak. The piece is simple proof that winning the battle depends on smart tactics, not size or market dominance. Smith & Wollensky won’t have trouble filling their intern slots this summer.

Great employment branding is job and market specific: acknowldedges the company’s realities (in size and reputation); understands the supply and demand variables and maximizes share of voice.

Here’s the presentation we’ve been giving on the mechanics of data driven employment branding. This Smith and Wollensky ad is a textbook example.

Data Driven Employment Branding from John Sumser

About the author

John Sumser

John Sumser is a principal analyst for HRExaminer, an independent analyst firm covering HR Technology and the intersection of people, tech, and work. John’s mix of experience over the course of his career gives him a broad and unique perspective on the industry. Like anyone trying to process a lot of information, he is two or three steps ahead in some areas and still learning about others. Sumser’s work includes deep research into the nooks and crannies of HR Technology to identify and explain rapidly evolving trends. Built on a foundation of engineering, design, and philosophy, John’s seeks to understand and advise clients on where their technology works best, for whom, and in what context. Each year, John examines the insides of hundreds of companies, their products, and ecosystems. He delivers vendor analysis by building the framework from which to deliver the critique. He is constantly connecting and making visible the front end of change. He can help you see the path of evolution and the risks on the journey. The HRExaminer is Sumser’s vehicle for understanding and explaining the inner workings of the industry. With three weekly podcasts, and written commentary, he covers emerging ideas, the state of the industry, and the executives who operate it.

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