By Dan Gathof
You know what your problem is…you’re a B210
We know that advertising works in our society. Sales for Doritos tend to go up 10%+ following their Super Bowl ads, Chevy dealerships see a spike the week after a NASCAR win, and the “Mayhem” commercials generated hundreds of millions in premiums following their debut.
What does this tell us? That cheese-snack-loving, car-obsessed, accident-prone people are suckers for advertising? Maybe. But the bigger story is about how advertising works. Doritos ads succeed by being funny, memorable, and culturally relevant—making them a topic of conversation long after the game ends. Chevy commercials play on pride, nostalgia, and aspiration, especially after a big win. Advertising works because it ignites our imaginations and emotions, helping us connect with a brand on a deeper level.
The best marketing campaigns don’t just sell products; they sell possibilities. They help us see ourselves using the product, living a better life because of it.
Take GoPro, for example. Their ads don’t delve into camera specifications but instead showcase adrenaline-pumping adventures—skiers carving through snow, surfers catching waves, or hikers reaching awe-inspiring summits. With GoPro, you’re not just buying a camera; you’re buying the chance to capture your life’s most thrilling moments.
Apple takes a similar approach. Their “Shot on iPhone” campaign makes it easy to imagine yourself capturing breathtaking photos, telling your own story, and even becoming a filmmaker. The product is more than a phone—it’s a gateway to creativity and connection.
Then there’s Subaru, whose “Love. It’s what makes a Subaru, a Subaru” campaign doesn’t focus on engine performance or fuel efficiency. Instead, it showcases families, adventurers, and even pets enjoying life’s journeys together. Subaru ads help you picture not just driving a car, but creating memories—road trips with loved ones, keeping your family safe, or exploring off-the-beaten-path destinations.
This type of storytelling is so powerful because it shifts the focus from what the product is to what it can do for you. It lets people imagine themselves in the seat—whether it’s behind the wheel of a car or on a journey of personal transformation.
What does this have to do with recruiting?
Everything. Just like great ads sell possibilities, great candidates sell their potential.
So many candidates are focused on listing their “features and specs”—their degrees, years of experience, or technical skills. And while those are important, they miss a broader, more compelling opportunity: painting a vision of what the company, team, or division will look like once they’re in the seat.
Think about it. When a company is deciding between candidates, they’re not just hiring a list of qualifications. They’re imagining the future: how the right person could transform their team, solve problems, or lead them to success.
Does the company want the breathtaking potential of hiring the “Subaru,” built for resilience and reliability, or the fire-inducing, hill-challenged potential of the Datsun B210? Forget listing all the “features” of the B210. You’re the Subaru—and it’s up to you to create that vision.
When you interview, don’t just talk about what you’ve done. Help the company picture what it will feel like to have you on board. Will you ignite growth? Build a culture of innovation? Be the steady hand that guides them to their goals? Before the interviews, put yourself in the seat and develop a plan for how the company can achieve its vision with you driving progress. Maybe it’s a 1-year roadmap you develop. Maybe it’s a strategy document you share and discuss with the hiring executive. Or perhaps it’s a gap analysis based on what you understand about their current state and future goals.
By crafting and sharing a vision, you’ll stand out as a candidate who not only understands the company’s needs but has the foresight and initiative to help achieve them.
Remember, advertising works because it taps into our desires and dreams. So be your own best ad executive. Sell not just who you are—but the possibility of who you’ll help them become.
Hire Thought
The most compelling candidates don’t just present their qualifications—they paint a compelling vision of what’s possible. In your interviews, don’t just inform—leave them inspired and unable to imagine a future without you.
