The Brief

The leading recruitment site wanted to highlight the value of its comprehensive tools and resources during a time when many people were resigning from their jobs. The challenge was to communicate the emotional benefits of using these tools, particularly in the context of the seven seconds recruitment managers typically spend reviewing a resume. The primary goals were to elevate aided awareness, increase monthly traffic to career guides and reach 10 million Aussies.

With the help of AI, we worked with hotel lovers and seasoned campers to develop a vocabulary of over 250 possible translations. Fancy a bathrobe and slippers? That’s thongs and a beach towel in camping speak. Love your hotel mini bar? Meet your new best mate, the Esky. Need air-con? Mother Nature’s got you covered with her sea breeze. Craving some ‘alone’ time? A sock on your tent is the camping equivalent of the Do Not Disturb Sign… you can thank us later. 

The Idea

To address the challenge, WiredCo devised a content series called ‘The Seven Second Resume’ featuring four individuals from diverse professions who had publicly discussed interview pressures on social media. These people were invited to an interview, unaware that it would take place in an elevator and be live-streamed on Indeed’s Facebook page. As they entered the elevator, they faced quick-fire questions about their career history, with each answer limited to seven seconds. This experience replicated the pressure résumés face in a condensed timeframe.

As the elevator ascended, the participants realized the harsh reality of the seven-second résumé review. In a twist, the team surprised them by presenting perspectives from their past colleagues, highlighting their emotional human qualities that were often overlooked. This journey unfolded over three episodes per professional, showcasing their frustrations and surprises and ultimately providing clarity on how to elevate their résumés by emphasizing emotional intelligence qualities related to the role.