Image by Lucas Silva Pinheiro Santos

Hire A Sunflower

The Ask

Get an entry-level position at a reputable advertising agency with a market price salary.

In the middle of a pandemic.

Challenge

Desired agencies have removed entry-level positions, establishing an untouchable persona to recent graduates.

Finding

The advertising world is very small and niche. It’s all about who you know.

Ad agencies are always hiring.

Opportunity

While working from home and with the loss of jobs amid the pandemic, industry leaders are willing to fill their extra time with helping and providing job opportunities.

Approach

Problem

Research

 

What I wanted to learn

Consumer truths

I requested informational interviews from top players, job shadowed, and talked with directors at popular agencies in Portland, Oregon. 

No leads..(placeholder)

LinkedIn (mutual connections), networking events, word-of-mouth, Thesis, social listening, 1x1 and expert interviews 

Industry jargon, high level talking points, day-to-day job duties of every department, the individuals why, is this position for me, where can I improve, do I want to work here, does my voice matter here

Hundreds of applicants, hire internally or word of mouth, hire based on skills and experience listed on resume, hire cultural “fits” not “additions”. 

Strategy

Plant the seed to be the next hiree, create something invaluable.

Seed_edited.jpg

The Seed

Did you know sunflower seeds are extremely versatile? The oil can be used for cooking, hair, and positive health benefits. They also produce healthy fat, like avocados. 

TARGET AUDIENCE

Habits

Values word of mouth from internal employees

Attends networking events

Frequently posts on LinkedIn (personal + business)

Frustrations

Long cover letters

Direct job inquiries

Asked for position without applying 

Wants

One-page resumes

Quantitative data in resume

Interactive online portfolios

Values

Hearing "Thank You"

Brunch invites

Follow-up post application

Living Area

SE Portland / Beaverton

THE RECRUITER

OOH Campaign

If a brand has a new product or service dropping, they know the launch won't be successful without a marketing plan and big exposure. 

I'm graduating college and I want Portland agencies to know I am ready to work, now. So I need a marketing plan and exposure too.

 

Why are we consistently doing these amazing things for companies, but never for ourselves? 

Lamar runs most outdoor advertising in Portland. I was able to find billboards that are close to the living areas that my target audience lives in (SW, SE Portland). They are also at the entry/exit points by agencies in NW Portland.

The high budget for the out of home exposure didn't scare me, it fueled me. 

Insight

Recruiters bring people in agencies and advocate for candidates. 

They are always reading

Appreciate visuals of work

Cover letters suck

Use less words, Add more pictures, Get to the damn point

Children's Style Book

I want to describe the Monday life of a recruiter and gently include sunflowers (me).

Page 1 Example: It's raining in Portland, Recruiter wakes up, Messy hair, Buzzing alarm clock (7:30 AM), Dog bouncing on bed. Gets ready for day, drinks caffeine, glances at sunflowers in vase and smiles (subtle flex). 

The image below inspired me. In my opinion, it shows the addition of sunflowers adds happiness and character. 

Rga Portland.jpg

Awareness

Who is Sasheen?

Digital

Website

Social/Digital

Event

Project Launch Day

Consideration

How can I talk to Sasheen?

Digital

Website

Social/Digital

Earned PR

Emails

Zoom/Google Hangouts

Events

Guest Speaker

Blog Features

 

Physical

OOH

Purchase

How do I hire Sasheen?

Digital

Website

Social/Digital

Advocacy

We're not hiring, can I help?

Digital

Website

Social/Digital

Earned PR

Zoom/Google Hangouts

Events

Networking Events

Ecosystem

Digital Touchpoints

Physical Touchpoints

OOH, On Premise

Social + Digital, Emails, Website, Zoom, Google Hangouts

Portland Ad Agencies

  • Sasheen's LinkedIn
  • Sasheen's Instagram
  • Sasheen's Youtube

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