Billboard Cover Letter: When A Resume Is Just Not Enough

Wednesday, 9. May 2012


Let’s face it, with the ever-present recession and slowed economy, finding a job is tough. So how do you stand out from the crowd? A professionally written resume is a good start, but what happens when a resume is just not enough? Well it’s time to get a little creative.

Take these job seekers for example. Tifani and David have gone above and beyond to get noticed with their billboard, which was placed off of Hwy 80 in Sacramento, CA:

Tifani Goldsmith, a Sacramento native, states that the billboard idea originally came from David, when they both agreed that the investment to market themselves was priceless.

A billboard can be a very creative way to get the word out that you are looking for work when a resume is not enough. Think of it as a unique, if not very expensive, cover letter. But as Tifani pointed out, it can be well worth the investment, especially if it only takes a month instead of four months to land a job.

Since both Tifani and David’s websites are no longer active we can only hope that their investment paid off.

Pasha Stocking was also ‘unemployed and seeking employment’:

After being unemployed for over 10 months, she decided to take matters into her own hands. She created a website and rented a 14×48 foot billboard that was located on Interstate 95 in Fairfield County, CT. Although the campaign was a media success, Pasha was unable to gain ‘suitable employment’ and decided to venture out on her own. She now runs her own Public Relations and Marketing firm called PR Bar.

Although we are unsure if Tifani and David’s investment actually paid off, Pasha’s billboard did not seem to attract the type of work that she was looking for. So what was wrong with these billboards? The features, benefits, and the unique selling propositions are all “I am unemployed”. You wouldn’t focus your cover letter or resume on your status as being unemployed. Why not put a more effective message, like “Hire Me – results driven sales manager between assignments” or “Hire Me – full-time accountant available immediately”.

Here is an example of billboard that sends the right message:

Mark Heuer rented his billboard in, what he describes as a time of “desperation as he was seeking his next career opportunity”. The beginning of the economic downturn in 2008 was hard on everyone, but instead of letting it overtake him Mark came up with a creative way to change careers with his 16×60 foot billboard that was located in Milwaukee, WI, and with the right message, he successfully made that change.

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