Stanford educated Soubhik Dawn, a two-time founder and seasoned product management professional, understands the abyss that confronts many job seekers.
So he founded a company called Upplai (pronounced “up-ply”). It provides a wide range of services to help people market themselves with the tools and savvy of a seasoned brand manager. With creative use of AI, the company offers features like automated résumé feedback, résumé tailoring, cover letter generation, the ability to pass automated filters, and other tools that boost a candidate’s chances of landing interviews.
Dawn says job seekers can learn a lot from the TV ads shown during the recent Super Bowl.
So, what does an effective résumé have in common with a good TV ad?
“Brands shelled out a record-breaking $8 million for a single 30-second Super Bowl ad —all for a fleeting moment in front of an audience glued to their screens,” Dawn says. “Why? Because in those 30 seconds, companies must grab attention, tell a compelling story, and leave a lasting impact—or risk being forgotten. Job seekers face the same challenge. Studies show that recruiters spend just 3-7 seconds scanning a résumé before deciding if it’s worth a deeper look. Just like a Super Bowl ad, a résumé needs to captivate immediately, communicate value, and differentiate the candidate from the competition.”
Apparently, the idea is to ditch the hype and deliver value.
“Take the T-Mobile/Starlink ad for example,” Dawn says. “It was the most engaging commercial of the night, generating 12.6 times more engagement than the average ad. It didn’t feature celebrities or over-the-top humor. Instead, it focused on solving a real problem faced by every audience (cell phone dead zones) with a simple, tangible solution. This clarity and directness made it stand out.”
Takeaway? “Do not fill up your résumé with buzzwords like ‘synergy,’ ’innovative,’ and ‘disruptive,’” he says. “Instead, focus on your value proposition. How do your skills and experience solve the employer’s problems? Make it clear, concise, and easy to understand. Avoid generic statements and focus on the unique benefits you bring.”
For example:
- Instead of “Experienced Marketing Professional”
- Try “Developed and executed a content marketing strategy that increased blog traffic by 30% and generated 50 qualified leads per month.”
What role does storytelling play in a person’s work to develop and project a personal brand?
“The most powerful brands don’t just sell products—they tell stories that resonate emotionally,” Dawn says. “This is exactly why the NFL’s ‘Somebody | It Takes All of Us’ ad had the highest positive emotional response of the night at 55.8%. By celebrating underdogs, community, and perseverance, their aspirational storytelling struck an emotional chord, positioning the league as a platform for progress and opportunity.”
Takeaway? “Your personal brand should tell a story, too. Whether it’s in your LinkedIn profile, cover letter, or interview, weave a narrative that showcases your journey, values, and goals.”
For example:
- Share how overcoming challenges shaped your career path
- Highlight projects where you made a meaningful difference
Stories stick, Dawn says. Facts fade. “If you can connect emotionally with recruiters, you’re halfway there.”
As any alert jobseeker knows, the workplace is crowded. How can someone stand out by being different without coming across as “salesy” or contrived?
Dawn points to Pfizer’s “Knock Out” ad. “It stood out because it took a fresh angle on fighting disease. Instead of a conventional pharmaceutical ad, Pfizer framed the fight against cancer as a boxing match, using powerful imagery and emotion to inspire resilience. This bold yet authentic approach made it one of the night’s most memorable commercials.”
Takeaway? “Don’t blend into the crowd,” Dawn advises. “Find ways to differentiate yourself. Maybe it’s showcasing a unique skill set, sharing unconventional career moves, or even formatting your résumé creatively (within reason).”
For example:
- Include a portfolio link if you’re in design or creative writing
- Add a QR code linking to a video introduction or project showcase
“Being different doesn’t mean being flashy—it means bringing a unique angle to the table with confidence and authenticity,” Dawn says. “Those who do this aren’t just seen, they’re remembered.”
Because a résumé needs to capture a reader’s attention in a matter of seconds, what role does language play?
Make every word count, Dawn suggests. He points to Jeep’s “Owner’s Manual” ad starring Harrison Ford. “That ad didn’t waste time on flashy gimmicks,” he says. “It had the second highest positive emotional response of the night at 54.2% because it focused on the message that truly matters—Jeep ownership is like a lifelong adventure, where the vehicle is not just a mode of transport but a companion through life’s defining moments.”
Takeaway? “Cut the fluff from your application materials,” Dawn counsels. “Recruiters skim résumés—they don’t read novels. Highlight only the most impactful achievements and skills.
For instance:
- Don’t say “Responsible for managing social media accounts.”
- Say, “Grew Instagram followers by 60% through targeted hashtag strategy and visually appealing content.”
Dawn says that in interviews, job candidates should avoid rambling. “Practice concise answers that focus on results, not processes. Remember: clarity = impact.”
How can a résumé transform the boring and mundane into something that grabs the attention of the prospective employer?
Dawn points to another Super Bowl ad. “Liquid Death through its ‘It’s Safe for Work’ spot (the 3rd most engaging ad of the night) managed to present something as boring and commonplace as water as a cool beverage that anyone can drink anywhere, including at work.”
Takeaway? “Don’t overlook the fundamentals. Sometimes, demonstrating a mastery of the basics is what sets you apart. For example, you shouldn’t shy away from listing an everyday tool like Google Docs as a skill. But instead of saying, ‘Proficient in Google Docs,’ say, ‘Increased outbound sales by 20% through Google Sheets automation.’”
In what ways is a job search a long-term campaign?
Dawn advises engaging beyond the initial impression. “While a great résumé and cover letter are key, your job search doesn’t end there,” he says. “The most successful brands don’t just air a great Super Bowl commercial. They extend the narrative across social media, digital platforms, experiential marketing, and long-term content strategies to keep audiences engaged beyond game day.”
Takeaway? Think of your job search as a long-term campaign.
- Network consistently—attend events, join groups, connect with hiring managers, and engage with thought leaders on professional platforms
- Maintain an active personal brand. For example, optimize your LinkedIn profile to reflect who you are. Share industry insights or accomplishments regularly to stay top-of-mind.
- Follow up with recruiters and hiring managers after interviews
“One touchpoint won’t cut it,” Dawn says. “You must be consistently active on multiple channels and at multiple points in time.”