New graduates are entering a fiercely competitive job market, traditional resumes are being replaced with cereal boxes, beer cans, and even Google Ads: all part of a growing trend of outrageous personal branding stunts designed to grab employers’ attention.
These bold moves are gaining traction online and off. In fact, recent surveys backed by Aura Print show that more than 35% of graduates have used some form of non-traditional résumé format or self-promotional campaign to stand out during their job search. As hiring practices become increasingly automated and saturated with AI-generated applications, Gen Z creatives are adding the human touch to the process with analog charm and unexpected flair.
Examples of wild grad campaigns
- Cereal Box Resumes: Some grads are designing custom cereal packaging with portfolio QR codes, mailing them directly to design agencies.
- Google Ads Targeting Recruiters by Name: These grads are buying ad space so when a hiring manager Googles themselves, an ad appears: “Hi Sam, this is your next hire.”
- Branded Beer Cans: Marketing majors are printing their job experience on a six-pack of custom-labelled craft beer, with each can being a chapter in their story.
- Dating Profile Résumés: Creative writers are uploading satirical dating profiles: “Seeking a long-term career commitment,” complete with likes (collaborative teams) and dislikes (low engagement).
- Billboards and Public Posters: One hopeful designer took out a billboard across from their dream agency’s HQ, reading: “I’ve got big ideas, and a bigger ad budget.”
These campaigns are gaining social media attention, and in many cases, job offers. But what separates a standout idea from a professional faux pas?
The branding psychology behind it
The most successful examples follow key branding principles: clarity, relevance, memorability, and emotional appeal. These graduates are not simply being loud, but also being strategic. They're tapping into psychology that marketers and advertisers have long understood: if you can evoke an emotion, you can be remembered.
In a sea of black-and-white PDFs, a cereal box résumé or a beer-label portfolio creates what he calls a “pattern break.” It interrupts the recruiter’s routine, forcing them to stop, look, and crucially feel something.
In today’s screen-saturated world, Aura Print also highlights the growing impact of tactile branding. Unlike a digital CV that’s skimmed in seconds, a printed piece invites touch, attention, and interaction. These graduates are creating not just materials, but experiences: physical moments of surprise and connection that linger long after the scroll ends.
Advice to graduates
If you’re a new graduate looking to stand out, Aura Print offers a few smart tips:
- Start with Your Story: What makes you different? Think like a brand and develop a narrative that’s authentic and clear.
- Design with Intent: Use your format to highlight your skills. A packaging designer? Turn your CV into a label. A copywriter? Build an ad campaign around your job hunt.
- Make it Memorable, Not Gimmicky: The best stunts are grounded in substance. A fun format will catch attention, but your ideas and presentation will seal the deal.
- Think Tangible: Print materials, direct mailers, or well-crafted physical leave-behinds can help you leap off the page in a digital world.
- Keep it Professional: Bold doesn’t mean sloppy. Quality printing, thoughtful design, and good writing matter more than ever.
“These headline-grabbing stunts reflect a broader shift in how graduates are approaching their careers. We’re seeing the rise of ‘Brand Me.’ It’s no longer enough to list your experience; you have to pitch it like a product.
The most effective graduate campaigns combine creativity with strategy. When done right, these aren’t gimmicks, but campaigns. They disrupt the recruiter’s flow and force attention. That extra 10 seconds of curiosity can be all it takes.
However, remember that execution is everything. Design, print quality, tone: it all matters. A clever idea can fall flat if it feels sloppy or irrelevant.
In an age where digital channels are overwhelmed, well-crafted print gives applicants a tactile advantage: When 99% of job applications are digital, a physical piece, especially one that’s clever, designed well, and tells a story, cuts through the noise.
Graduates should lean into who they are and what they can do, and express it in a medium that reinforces their strengths. If you’re a designer, design something. If you’re a copywriter, build a campaign. You’re not just applying. You’re introducing your brand,” says branding expert, Liam Smith of Aura Print.
As traditional applications fade into the background noise, Gen Z is rewriting the playbook on self-promotion: fusing marketing savvy with personal storytelling. Whether through cereal boxes or street-level ads, the résumé is no longer just a document, but a full-scale brand experience.
