Graeme Anthony - CVIV maker

Graeme Anthony is a consumer PR bod who recently relocated from Manchester to London and, on arriving in the capital, starting looking for his perfect PR job. But he employed a bit of imagination in his personal job hunting pitch.

So much so, we know about him after seeing We Are Social claiming they’d just seen the best job application ever. As the job interviews began, and with a deal very close to being done, we hear, we took the opportunity to ask Graeme about his career, his hair and that CVIV (that’s a curriculum vitae interactive video, by the way).

By Sarah Stimson

Why did you make a CVIV?

To be honest, I simply love experimenting with new platforms and pushing the boundaries of communication techniques. Obviously I had written a traditional CV but the problem I saw was that these had become bastardised – a universal structure which is accepted as the norm and really doesn’t distinguish candidates from each other. My solution was the CVIV and, although it was carefully scripted, like a traditional CV, it was far more personal and gave employers a true insight into myself.

I wanted to showcase and demonstrate my talents to a select number of people and organisations that I admired, it was originally a very strategic approach before going viral. The primary aim was to secure work but perhaps more importantly to me, was raising my own personal profile in London after recently relocating from Manchester.

What has been the reaction to it?

To be quite blunt – phenomenal. I simply didn’t expect it. When it first went viral I literally spent the next three days locked away in my house monitoring where the video had been featured and attempting to reply to everyone who had taken the time to contact me. It was the least I could do, but I found that as I replied to one email, another two would come through the door!

I’ve been very privileged – not in a million years did I ever expect to be featured in publications such as Forbes.

The response in general has been mind-blowing with offers of interest ranging from small start-up businesses all the way through to large multinational organisations. I’ve received requests to go work abroad and some high-profile individuals have suggested that I start-up on my own, which was extremely flattering.

I’d just like to take the opportunity again to thank everyone for their support – it’s been overwhelming.

For me personally though, the CVIV changed once it landed in the public domain. It was no longer about me – whether I secured a job because of it became irrelevant somehow. My audience was learning from it, becoming inspired and it really seems to have re-awoken the creative industry. If a handful of people come away from this thinking; ‘I can do that! In fact, I can do it even better!’, I’ll be extremely pleased.

How was it made?

A lot of people keep telling me that I’m a genius, which is extremely flattering but simply not true. The CVIV uses technology that is available to everyone, I simply put a creative twist on it with the help of the multimedia mastermind Dan Burdett.

The concept, scripting and content was my own but Dan filmed it, advised and really brought it to life, giving it the much needed polish and professional feel that it deserved. Once edited, the videos were uploaded to YouTube and injected with interaction using Annotations

It’s a very simple idea, which are often the best, but just goes to show what can be achieved with a bit of creative thinking.

A few people have commented on your hair style, what do you have to say to them?

Ha…thankfully I don’t take myself too seriously. Let this be a warning to anyone thinking of a career in PR – it drastically accelerates the aging process!

On the other hand, if there’s any stylists reading this I’ll more than happily accept a free makeover. Alternatively, if someone was to sponsor me £100 I’ll shave it off for charity. Can’t say fairer than that.

It’s quite difficult to pull off a video CV, here at esPResso they usually make us cringe but yours didn’t, why do you think that is?

I was always conscious of this when scripting the CVIV. My advice to anyone is pen what you want to say and then take a step back. You have to evaluate every word/action and ask yourself, “what will my audience think of this?” Your gut instinct is usually always right, so if you think something sounds too negative or looks cheesy – amend it.

It’s a thin line to walk but extremely important to remain neutral in the eyes of your audience. For example, you want to portray confidence but not arrogance. Professionalism but also personality, etc.

There are three simple rules to producing a successful online video – insight, education and entertainment. Get these right and you can’t go far wrong.

How did you first get into PR?

It was actually because of my dad who’s a motoring journalist. He often took me along to launches and press days for some of the world’s largest automobile producers and I simply loved the whole PR environment. When it came time to apply for university, I was undecided as to what exactly I wanted to do but my dad sat me down and said I’d be really good at PR. And so here I am…needless to say I’ve never forgiven him since!

How has your career progressed?

Rapidly! I have an insatiable appetite for growth, development and success – hence I was Brazen’s fastest promoted individual and had the privilege of working alongside the management board. Peers often suggest that I’m fairly young for the position I hold which is absolute bollocks. Promotion and reward is evaluated on an individual basis. Good things don’t come to those who wait. Good things come to those who demonstrate the fierce determination to excel.

You have a PR degree. Has it been useful in your career so far?

I certainly think everyone should go to university simply for the experience. Most employers request a degree of some form but it doesn’t have to be in PR.

The university degree has gone very much the same way as the GCSE or A Level where as they’re essential to obtain but really don’t mean much at the end of it. The experience or journey is what matters – university life really shapes and moulds an individual.

How did you get that job at Brazen?

Right place, right time and the right person. I had to move to Manchester, only wanted to work with the best and thankfully impressed Brazen enough to offer me a job. I’m afraid it was nowhere near as exciting as the CVIV.

Give us an idea of a typical day while you worked there.

There is no such thing as a typical day in PR! One day I could be consulting the CEO of a multinational organisation or conducting a celebrity photoshoot. The next I could be dressing models at a fashion show or constructing a stage. The long and short is that you do what’s necessary to achieve your goal.

So, why did you leave?

Basically my fiancé had just finished university and being extremely talented was snapped up by Topshop’s creative team within two weeks of graduating. Hence we had to relocate to London pretty sharpish and I didn’t quite fancy a daily commute to Manchester.

What’s been the highlight of your career so far?

There’s simply too many to mention. The privilege of working alongside some of the industry’s most talented individuals perhaps? My most successful campaign was the Stilton cheese hat which generated blanket nationwide coverage including two national fullpage spreads and a front page splash in The Sun

Do you think social media is having a big impact on PR as a profession?

Social media has evolved the way we communicate and as such has HAD a massive impact on our lifestyles. As the voice of an individual or organisation it is our duty as an industry to adjust and accommodate this exciting shift. It seems like three quarters of PR practitioners are mimicking the ostrich and burying their heads in the sand when in reality they should be embracing social media and incorporating it into their strategy alongside traditional techniques which are still equally important. We are pioneering the future of communications, who wouldn’t want to be part of that?

What advice would you have for anyone considering a career in PR?

PR is one of the most stressful professions but there is something strangely addictive about it. There is absolutely no stability in this role whatsoever and signing up to it will result in a lifetime of extreme highs and intense lows. If you feel you’re strong enough to not only cope with these pressures but use them to excel within the discipline, then the rewards are extremely fruitful.

What I’ve said might sound daunting, but I speak the truth. PR is not ‘Ab Fab’, parties and celebrities – true PR is a chartered profession and an integral function of any corporate infrastructure. Immerse yourself within the world of media and understand what is the true role of PR – that is the key to your future success.

Tell us something interesting about yourself that we couldn’t find on the internet.

I was responsible for officially outing Justin Timberlake and Jessica Biel’s relationship which was only speculation at the time (see here).

Graeme online

Read Graeme’s blog here