Put your opinions about trashy reality television aside for a second and just hear me out. I think I have a valid argument.
That’s what I said Tuesday morning to our CCO, Rob Schapiro, when I told him I wanted to write this blog post. Because I have this mad-scientist type theory that there is a significant correlation between people who live-tweeted The Bachelorette finale with incredible sarcasm and wit and the kind of people who we need to be hiring for writing positions.
He laughed and said, give it a shot. So here it is. A shot in the dark - a dark partially caused by the wine my friends and I consumed Monday night while watching the overly dramatic debauchery.
If you didn’t watch this season’s of The Bachelorette, or any season, or even if you think that it is part of a sector of entertainment that represents the downfall of our society’s integrity - I still think you’ll find that this argument holds some clout.
Agencies need to start scanning live-event associated hashtags as a consistent means of finding writing talent.
This isn’t the first time Twitter has been looked to as an agency recruitment resource. It’s not revolutionary. It just makes sense. And it shouldn’t be looked at as a gimmick or ploy for industry publicity. Twitter lends itself to cultural relevancy, observational comedy and a brilliant use of brevity - all of which are qualities we’re all looking for in new writers.
Social media events like Monday night’s finale of The Bachelorette are like social media Super Bowls - virtual showcases of writing talent. We get a glimpse of the funny, smart and brilliant social commentators out there who could make damn good copywriters if only given the opportunity.
Personally I approach my own tweeting of these events with embarrassing excitement. It’s a chance to embrace my sarcastic tonality with total abandon. I actually think my 30-some tweets Monday night showcase my writing and social-media prowess as much as some of my portfolio pieces.
And the best part? There were posts out there that blew mine out of the water: tweets that made me snort, cackle, and spit out my wine (once onto my couch and once onto my phone). And I’ll be honest, I was envious of a lot of the writing. ”Why didn’t I think of that?” and “Woah, @soandsostwitterhandle could probably take my job” were reoccurring thoughts when scrolling through the #TheBachelorette stream.
And that’s the whole point! This kind of Twitter use gets people excited. If they’re writing at that caliber just for favorites and retweets - imagine what they’d be able to do for a salary and a job that offers weekly happy hours.
So, if you choose to take this theory seriously, and want to peruse Monday night’s #TheBachelorette conversation for potential recruits, here’s what you should be looking for:
Strong observational humor - The best tweets, and the best writers, are the ones who make a connection of what should have been obvious but no one else has realized. Like this:
Brilliant brevity - There are only 140 characters available to make your sarcasm and wit heard. If a user was able to do that in a funny, relevant and well-written way all at once, then a brand’s boosted post or billboard will be cake.
Knowing their audience - Understanding the mentality of your audience - in this case fellow crazed and likely sarcastic Bachelorette viewers - is a major part in writing something that performs well. If a user consistently has posts that perform well, it isn’t by luck, it’s because they’ve taken the “social cues” and know what their followers will respond well to. Like the following user who consistently kills it when it comes to live-tweeting these episodes.
The first to say it - This goes hand in hand with keen observations, but whoever is able to come up with a post that gets thousands of favorites, retweets and inspires a ton of rip-off tweets obviously thinks well under pressure. And that’s a quality you need in someone who’s job it is to crank out copy under crazy deadlines. For instance, whoever was the first to make this connection basically won the internet Monday night and would shine as a CW:
Culturally relevant - Hold your own snarky comment about trashy reality TV - this is a huge cultural phenomenon. If someone is tweeting about #TheBachelorette, it means that they not only have their thumb on the pulse of pop culture but also like to get involved. That makes for a well-informed writer who can relate to the audiences that we as advertisers are trying to reach everyday.
So go forth and recruit.
There’s a new Bachelor in Paradise season starting this Sunday that should provide you with some great prospective candidates. But, to all of my Brunner Creative Directors reading this: please don’t take my advice too seriously and replace me with Twitter prospects - the only thing worse than admitting you love watching The Bachelorette in a professional forum is losing your job as a direct result.
Tags: #TheBachelorette, @kspringz, @Possessionista, @PrincessProbz, advertising agency, copywriter, creative talent, humor, Kelsey Miller, reality tv, Recruiting, Rob Schapiro, Social Media, The Bachelorette, twitter, writing talent