K9 Mission Application Video Earns Ghosting

In July I applied for a Senior Copywriter position at K9 Mission, a nonprofit based in Shrewsbury, Massachusetts that provides well-trained Service dogs to Veterans suffering from PTSS. I'm a veteran and familiar with PTSS.

The organization was advertising for a copywriter with 5+ years to create marketing materials, website copy, e-mail newsletters, sales presentations, press releases, media pitches and alerts, and brainstorm visual and copy ideas with creative team members.

I'm a copywriter and very familiar with these communications tools.

Krysta at K9 Mission responded quickly and enthusiastically with an email that requested I submit a 3-5 minute video about why I believe I'd be a "great asset" to their team and why they should hire me to join their mission. 

Hi Bruce, Thank you so much for your interest in joining our team and our mission! At K9 Mission our mission is to place as many K9s with Veterans who suffer from PTSD as possible, with the help of our donors, we are working towards this goal. The next step is to submit a 3-5-minute video about why you believe you would make a great asset to our team and why we should hire you to join our mission.

After researching the organization, I wrote a script; With some help from a friend who has professional video equipment, I recorded this video and sent it to Krysta on July 24th. The process of scripting, editing, and producing the video took a couple of hours.

Since sending the video, I've followed up with Krysta three times in August, four times in September, and three times in October. My follow-ups have been short inquiries about where the organization is in the hiring process and reiterating my interest in the position. 

As is increasingly common practice among employers, K9 Mission neither acknowledged receipt of my video nor responded to my subsequent queries. I got ghosted. Here's why this bothers me. 

Most likely there are perfectly reasonable explanations for K9 Mission's unresponsiveness; the organization is certainly not obliged to share any information with me, a mere applicant.

Here's something K9 Mission might consider: In many cases ghosting indicates future behavior (or is at least a sign that things would have eventually ended badly). So, shame on K9 Mission for ghosting me, but I'm counting my blessings and moving on to find a employer who appreciates what I offer.

Proposing a New Ad Campaign for the U.S. Army: Highlighting Benefits of Service & Veterans' Contributions to Society

The U.S. Army spends roughly $200 million a year in advertising: The lucrative account is held by Interpublic Group of Companies' McCann Worldgroup, which has been the lead ad agency on the account since 2005. McCann introduced the successful "Army Strong" campaign in 2006, replacing the well-trod and indelible campaign, "Be All You Can Be."

As a U.S. Army Veteran, and based on 20+ years in marketing, communications and advertising, I'd like to offer some free advice for the personnel in the Army's Marketing and Research Group.

I propose a new campaign that represents the ideals upon which the United States Army was founded, that explains to the American public--specifically to the target audience the Army is trying to recruit--the long-term benefits and impacts of serving our country.

Almost every veteran you meet (Army, Navy, Marines, Coast Guard) has at least one story of how they've applied in their civilian life the professional, personal, leadership and ethical skills they developed in service to our country. These lessons extend from the classroom to the boardroom and beyond.

In fact, according to a Korn/Ferry International report, "Military Experience and CEOs: Is There a Link?":

1. Military officers are well-represented among the ranks of CEOs. Chief executives who served as officers constitute over 8 percent of all CEOs in the S&P 500, which is far above the average percentage of the entire U.S. male population who served in the military (3%).

2. CEOs with military experience have longer tenures as CEO than those without. The average tenure of a CEO with military experience is over seven years, while a CEO without military experience averaged under five.

3. CEOs with a military background are more likely to deliver strong performance. The Korn/Ferry study found that companies led by military veterans as CEOs delivered higher average returns than the S&P 500 index over one, three, five, and ten-year horizons.

The report emphasizes: "Without exception, the CEOs interviewed emphasize that the military offers an early opportunity to acquire hands-on leadership experience that cannot be found in the corporate world or at a similarly early stage in people’s careers."

The unique leadership training young Americans receive in the military is manifested not just in the Boardroom, but also every day. It's no exaggeration to suggest that the strongest case to serve in the U.S. Army for any period of time is found in today's headlines. Here's a sample of The Army Values in action:

… Veterans at Home, on a Mission of Compassion…

… Vet Saves Woman's Life En Route to Be Honored For His Service…

… Army Vet Helps Develop Life-Saving Device for Treating Battlefield Wounds…

… Army Ranger Helps After Boston Marathon Bombings…

And my favorite:

… Former Army Officer Helped Victims…

The Army's new ad flight, 'Defy Expectations,' "seeks to motivate prospects to take a deeper look into the Army," said James Ortiz, director of marketing, Army Marketing and Research Group. "By challenging current preconceived notions, we want prospects to pause, seek out our online platforms or an Army recruiter, and really consider the Army for what it is--a unique life-changing career and education opportunity and an incredible foundation for success today and tomorrow."

From personal experience--through developing emerging leaders in the Gordon Engineering Leadership Program at MIT, and from my decisive actions at the 2013 Boston Marathon--I know that the skills to which I was exposed, and which I developed, in the U.S. Army, helped to form the citizen I have become.

Ask other veterans and they'll say something similar. Even if they didn't remain in their respective military branch, the character, strength, fortitude, and commitment to contributing to our nation during their service remained--remains--within them.

The Army Marketing and Research Group is spending millions when the elegant solution may well be to convey a simple message: "You Might Not Stay in the Army, but the Army Stays in You."

Thanksgiving: What It Means To Me

Each year on Thanksgiving, we gather with family and friends to thank God for the many blessings He has given us, and we ask God to continue to guide and watch over our country.

Almost 400 years ago, after barely surviving their first winter at Plymouth (sustaining a casualty rate of almost 40%), the Pilgrims celebrated a harvest feast to give thanks.

In 1789, George Washington proclaimed the first National Day of Thanksgiving and during the Civil War Abraham Lincoln revived the tradition. Since that time, our citizens have paused to express thanks for the bounty of blessings we enjoy and to spend time with family and friends.

In want or in plenty, in times of challenge or times of calm, we always have reasons to be thankful. Despite the challenges, despite the doubters, despite the nearly ceaseless stream of bleak tidings, let us not forget that America is a land of abundance, prosperity, and hope.

We must never take for granted the things that make our country great: A firm foundation of freedom, justice, and equality; a belief in democracy and the rule of law; and our fundamental rights to gather, speak, and worship freely.

Let us take a moment to thank those who have paid the ultimate price to secure and retain these liberties, for they do not come without cost. Throughout our nation's history, many have sacrificed to preserve our freedoms and to defend peace around the world.

Today, the brave men and women of our military, law enforcement and private services continue this noble tradition. These heroes and their loved ones have our gratitude. I am honored to have served as a veteran and to continue to work with law enforcement officers throughout the country.

Tomorrow, we should remember also those less fortunate among us. They are our neighbors and our fellow citizens, and we should commit ourselves to reaching out to them and to all of those in need in our communities.

This Thanksgiving I am thankful for all of our blessings and for the freedoms we enjoy every day. Our Founders thanked God (as they believed Him to be) and humbly sought His wisdom and blessing. May we always live by that same trust, and I pray that God will continue to watch over and bless the United States of America.

Happy Thanksgiving.