College students from across the country applied to be a Lucky 13 intern at ad agency Campbell Mithun by posting 13 tweets during 13 days in February 2012. Three of the just-hired interns -- Laura, Sofia and Laura -- share their reflections about the process:
I found the idea of applying for a creative internship through Twitter incredibly intriguing. It was interesting to incorporate this informal means of communication into a “formal” application process. You’re battling against the 140-character Twitter box to whittle down the excess and get right to the point of what you’re trying to say.
I found it much easier to be myself during this process than applying for an internship with the standard cover letter approach where you agonize over the appropriate opening (Dear Sir? To Whom it May Concern? Dear Gatekeeper?) or email subject headline.
As unexciting as it might sound, I learned a lot about how to professionally and creatively talk about myself. It forced me to figure out who I was, and effectively and succinctly send that message. Even if that message had to do with my love of narwhals.
This process allowed me to reflect on myself, assess my abilities and share them with others in a way that would be impossible through a cover letter or a resume. With the only guideline being tweeting 13 times, I had the liberty to let my imagination loose. I brought my resume to life with a video of my day as an intern and took the Lucky 13 selection committee on a journey through my travels. I wanted my 13 tweets to tell my story and to build on each other. Once I submitted my last tweet, I was very proud of what I had put out there. 13 turned out to be my lucky number.
The best and worst thing about the process was being able to see the tweets from all the phenomenal applicants. Although it was intimidating to compete against great ideas, it was also extremely rewarding interacting with the minds behind these great ideas, as we are an industry built on storytelling, collaboration, and idea sharing. You may be surprised, but applicants complimented, helped, and pushed each other to succeed. I honestly feel so truly lucky to be chosen out of the inspiring pool of talent that you will definitely be seeing more of in the future.
The Twitter application process provides aspiring advertising individuals with the chance to jump off a résumé, interact with and learn from their peers, and find the best ways to define themselves. I can’t think of a more peculiar and exhilarating way to be hired.