The Tesla Approach to Job Interviews

I am devoting this blog post, or better to say a little lesson/inspiration and food for thought, to jobseekers, career changers, hiring managers, recruiters, and headhunters.

Over a year ago, I passed four stages of an interview for a Head of Marketing position at one of the companies in the beauty sector. Once I met the CEO (at the last stage), I was requested to do a MARKETING AUDIT AND BRAND OVERVIEW as part of the recruitment process.

Even back then, I was doing freelance work and similar tasks for other brands, companies and professionals, so I knew it would be time-consuming and require much effort. Still, I didn’t mind because I anticipated shifting to a sector more aligned with my aspirations and creative mindset. I prepared the requested materials in the same way as if I would get paid for it. ?

The CEO even asked me if I wished to sign an NDA before submitting the case study, but I declined and smiled by saying, “No need, because, as Nikola Tesla once said, “I don't care that they stole my idea. I care that they don't have any of their own.”

I meticulously prepared the 61-page long PDF document, encompassing the SWOT analysis, market research, brand strategy, retail site inspection – mystery shopper - service review, advice for the new brand direction, content strategy, product placement at retail, ideas for loyalty concepts and improvement of customer satisfaction, copywriting, PR & media relations strategy, suggestions for inbound and outbound marketing, complete digital marketing strategy and overview, content distribution and examples for owned, paid and earned media, SEO, website, newsletters, social media and video production, collaterals - promo materials and printed assets ideas, communication & art direction strategy, outdoor advertising – billboard suggestions, event management - seminars, tradeshows and education – related to the beauty industry.

Considering my full-time job at that time, daily tasks, and other ongoing responsibilities, it took me seven days, or better to say seven long nights, to prepare these documents, so practically, I was doing double shifts. As usual, I’ve put my heart and soul into this project and devoted myself to its execution as I was already hired since the CEO told me it would be my first task upon joining anyway, and they need to hire someone ASAP.

I was very excited once I submitted my presentations and was looking forward to receiving her feedback or, ideally, an offer letter. That’s how sure I was about my deliverables and outstanding performance. However, after a week of silence, I sent a follow-up email.

Finally, I got a response from their HR:

“Dear?Dora,

Thank you for your interest in?the?position of?Head of Marketing.?We received an overwhelming response to the position, which makes it an extremely competitive selection process.?Although your background & CV are pretty impressive, the management has decided to move forward with screening other candidates at this time. Please be assured that we shall retain your resume and records in our database and may consider you for future positions that match your credentials, skills and experience.”

At that time, it seemed that all my effort and sleepless nights went to the wind until I recently saw with my own eyes that most of my ideas were brought to light. All changes and suggestions I have advised and stated in the document are now live and pretty visible around all the branches where I’ve gone for a site inspection in order to deliver the audit.? ?

Apart from marketing and branding, this company had?a lot of room for improvement, even when it came to its corporate culture and human capital.

I respected their decision, as I always do when things don’t turn in my favour. Still, I didn’t appreciate how they ended the hiring process, which was wrong on many levels, and I found it extremely?unprofessional.

I have been working on?employer branding strategies?for the last two years; I was even awarded for it in 2023, so I encourage companies with a similar approach to adopt a more professional one, at least at that hiring stage.

Even a simple?“Thank you for your efforts”?can make a huge difference if you are not capable of structuring well-deserved feedback, such as this one:

“Dear Dora,

On behalf of the hiring team and [Company XX], I want to express our sincere gratitude for the incredible effort and dedication you demonstrated throughout the interview process.

Your comprehensive presentation, marketing audit, and brand overview were truly exceptional. The depth of your insights, research, and creative solutions showcased not only your expertise but also your passion for the role and the beauty industry. It was evident that you invested significant time and energy into this process, and your commitment did not go unnoticed.

While we had the challenging task of selecting a candidate from a pool of highly qualified individuals, your contribution stood out and left a lasting impression on the entire team. The quality of your work reflects your professionalism and your ability to deliver beyond expectations.

Though we have chosen to move forward with another candidate at this time, please know that your efforts have not gone unnoticed. We deeply appreciate your interest in joining our team, and we recognise the valuable insights and expertise you would have brought to the role.

We have retained your resume and records in our database, and should future opportunities arise that align with your skills and experience; we will certainly consider your profile. Additionally, we encourage you to keep an eye on our future positions, as your profile remains of great interest to us.

Thank you once again for your outstanding contribution to our hiring process. We wish you continued success in your professional journey, and we hope our paths may cross again in the future.”

If you don’t know how to write that kind of email, try meeting Mr Chat GPT. I am sure he could be quite helpful on such occasions.

Would I still be disappointed? Of course, but with that tone of voice, I would at least be encouraged to apply again, hope for another chance in the future, and definitely keep using their beauty services and refer them to my network or even advertise them on my LinkedIn.

Don’t forget that every person who walks in and out of your doors is a?potential customer?and will use the?best marketing tool – word of mouth.

Today, I am your job candidate; tomorrow, I am your client or even a decision-maker, so never forget that we all eat from the turning tables.

My whole point is that when using proper communication, you can represent yourself as an appealing employer and empowering leader, even when the outcome doesn’t go in a candidate’s favour.

I wonder when companies will finally realise that corporate culture, the hiring processes, and all types of communication through every department play a crucial role in building brand awareness.

That “best place to work” sticker many companies and even well-known brands spend their budgets on is still only a "sticker", a pricey PR and marketing trick that doesn't always represent what is truly happening behind the scenes unless you don’t practice what you preach and don’t have your own brand ambassadors to back up that story.

Instead of telling your HR to send a candidate just another generic email – the one that is usually sent only after the screening call or first interview but not after the four stages of the lengthy hiring process and case study submission, how about showing some respect towards someone’s time and actual will to improve your business?

The presentation I delivered by the requested deadline?not only included?the marketing audit and brand overview but, most importantly - creative?ideas?which were delivered based on research of current global trends and the marketing and communication expertise I have gained over the last eleven years while working for established and some very-well-known brands and companies.

I gave them my KNOWHOW - free of charge, while I paid the price. Today, I see it as an investment because I learned a lot while compelling it.

So, the moral of the story, my dear job seekers: It was my choice to risk being Nikola Tesla, put all that effort and hope for the best, and even though I didn’t get the job, that presentation eventually brought me some other freelance clients, cool gigs, and connections – because hard work always pays off!

On the other hand, I also use it as my ace when a recruiter or hiring manager tells me I don’t have the “relevant” or enough experience with this or that industry, or in this case – the beauty sector.

Since I’ve managed to apply my expertise and surpass all my KPIs in the utility industry while being surrounded only by hard-core engineers, then I have zero doubts about how my skill set would apply to any other, far less challenging environment!

That presentation of mine is a perfect example of how MarCom's expertise transcends industry boundaries.

Marketing and PR roles require a blend of creativity, strategic thinking, and effective communication, qualities that are universally valuable.

Candidates’ backgrounds may not align perfectly with a certain sector, but thanks to their career diversity, they will hone their ability to adapt quickly, leverage transferable skills, and provide fresh perspectives.

In my career, I've successfully applied my versatile skill set in challenging environments, achieving exceptional results even in sectors vastly different from my initial expertise. I firmly believe that a strong foundation in MarCom allows for seamless integration into diverse industries, fostering innovation and driving success.

In this case, I don’t claim my marketing audit and brand overview were pure perfection and that someone might have done it better than I did. Still, I do claim it’s fantastic and something to consider when searching for out-of-the-box and versatile individuals providing unique MarCom solutions that are always based on data and supported by intense market research and experience on a global scale. ?

My self-confidence is based on what I can bring to the table, so trust me when I say I am not afraid to eat alone or stay hungry when I am only thirsty for more…

More challenges, more projects, more goals to achieve, more obstacles to conquer!

That’s how I roll and thrive…

Cheers to Tesla and many more brilliant ideas yet to come!

?

Ps. I bet you would love to see this presentation, but this time, I’ll have to charge??

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