Our entire day is sent working with other people.

We team up on concepts.

We meet with account to make sure work is on brief.

We loop in media to discover new ways to expand the work.

We work with production companies, editing houses uses and recording studios to create TV spots.

We collaborate with coders and UX people to craft engaging digital experiences.

And yet, when it comes time to show off what we can do to potential suitors?

We create the most “me”-focused presentation possible—the portfolio.

It’s nice to see the beautiful end results of our labor. I get it. But your book doesn’t tell me a single thing about how you work with others. It doesn’t let me see how you respond to an inane comment from the account team. It doesn’t give me any indication how you might react when I say I hate the 10 TV scripts you spent all last night working on.

Now, I realize that the interview process can help with all of that. But I don’t want to interview everyone. I want some indication before I see your face that you are not a complete douche.

That’s where social media can help. That’s where a more creative portfolio that engages the viewer can add value. That’s where an intelligent follow up phone call, after you’ve sent over your work, can make all the difference in the world.

Bottom line? Don’t over-rely on your book. It should be one piece of the puzzle that tells your story.

If you don’t give me more than your portfolio, I’ll assume the rest of the story isn’t pretty.

- TJ Bennett