Don't be this guy. Of course if you're young enough to be an intern, it's entirely possible you don't who this guy is. Sigh.

I’ve now been through the internship hiring process four times and have noticed the same trends keep popping up. Despite all the career training and resources offered, some students still seem totally unprepared for the interview or even the application process. And others completely shine.

So in the interest of saving everyone a little time and heartache, my list of the cardinal rules of internship applications and interviews that, unfortunately, are broken quite often:

Proofread everything. Cover letter, resume, writing samples, e-mails. I had one applicant misspell “business” in the first paragraph of her cover letter. For a writing job. At a business school. It even had the MS Word spell-check red squiggly underline.

Talk about ME. Well not me, but my company, my position I’m hiring for. You need to show off your own skills and personality too, but if your cover letter and interview answers say nothing specific about my internship, it comes off as if you’re just going through the motions.

Provide context. Don’t just drop in random work experience without explaining why it’s relevant to this job. If you’re submitting writing samples, please oh please I beg you, tell me what they’re from! It’s ok if it’s a class assignment–I just need to know what I’m reading.

Do research on yourself. If, during the interview, I realize I know your resume better than you, that’s a bad sign. Bring a hard copy with you for reference if necessary. Spend time beforehand reviewing your work history, class assignments, past challenges and successes, etc. especially as they might relate to this job.

Do research on us! Our internship is a writing position that contributes to our news blog and alumni magazine. Both are easily found on our website, and I expect you to have looked at them.

Check your e-mail. I know that’s so old-fashioned, but you’re not going to get an interview request via text or Facebook, so check your e-mail regularly. If you haven’t responded to me within 2-3 days, I start to doubt your interest.

Read instructions carefully. If you don’t submit the proper application materials or complete the writing test as instructed, that’s pretty much a guaranteed ticket to the “no” pile.

Be interested and show a little effort. The intern we just hired had less experience than other applicants, but she displayed the most passion and enthusiasm for both the job and the organization. Her cover letter demonstrated she did her homework on the organization and paid attention to the job description. She was prompt, engaged and professional in all her communications with us. And of course she had the talent and skills to back everything up.

Finally, hang in there. Keep applying. Keep networking. Keep being amazingly talented and connected to your field. I know it’s tough looking for a job. I did it for a year and a half after graduating! I apologize for companies that never respond to you, even if it’s just to tell you thanks, but no thanks. But hang in there.

Oh, and don’t ask if the internship is going to be a waste of your time and then lecture the hiring manager about being unprofessional.

Also check out Todd Defren’s Open Letter to Millenials for more great tips.

For too many companies, the customer service experience doesn't match the PR agenda.

I’m a PR professional and a customer service snob, so when I had an amazing, above-and-beyond, month-long experience with online photography shop AdormaPix, I had to blog about it.

First, what happened:

Dec. 6
Placed my order at www.adorama.com

Dec. 11
Received email saying my order would be delayed due to higher than expected holiday volume.
  
- At 10:04 a.m. I replied to the email, expressing my disappointment and explaining I needed my prints for Christmas gifts. I asked if there was any way I could receive them by Dec. 15, when I was originally supposed to have them (I was leaving town a few days after that so would have been in a pickle if I didn’t have those prints.)
  
-At 12:30 p.m. I received an email:

Hi Tracy,
Again, apologies for the delay in getting your order to you. I have upgraded your order to UPS 2nd day air, so it should go out either Monday or Tuesday and get to you by the end of next week.

If you have any other questions, please don’t hesitate to ask.

Thanks,
Elizabeth

   -I tweeted how pleased I was with their customer service, and they thanked me on Twitter!

Dec. something
Received my (very high quality) prints  in time. Gave them as Christmas gifts. Everyone loved them. Christmas saved.

Jan. 15
Received a mass email from Adorama’s director apologizing for the mixup and informing me that my account has been credited with one free 11×14 print, to be redeemed at any time within the month. Christmas miracle!

Now let’s look at what made this a successful experience:

1.) They owned up to the mistake and communicated with customers. Rather than keeping people in the dark or just waiting for customers to call and ask about late orders, they sent notification that they were experiencing delays and explained why.

2.) They read email. Sounds simple, but how many companies actually sift through the responses they get to their info@ or customerservice@ email addresses used to send mass emails?

3.) They replied promptly. I wasn’t sure I’d ever get a response to my e-mail, much less a response in just 2.5 hours on what I’m sure was an insanely busy day.

4.) They solved my problem. They took responsibility and did whatever it took to complete my order in the way I originally placed it. I’m sure it cost them money to upgrade my shipping, but that step earned my loyalty and took me from a disgruntled first-time shopper to a repeat customer who shared the story with my networks.

5.) They listened and engaged. They have a Twitter account and clearly are monitoring for mentions of their company and interacting with customers. This is key for catching customer complaints but also learning about what you’ve done right and what your audience cares about.

6.) They owned up to the mistake, again, and explained further. The “We apologize” email was sincere and explained what happened without making excuses.

7.) They went above and beyond. I was already satisfied with how they handled everything, but offering a free print (and not a measly 4×6 – big honkin’ 11×14!) confirmed they are sorry for what happened and they value customers. Complete opposite of the company who says “We’re sorry you’re upset” but then does nothing to solve the problem or make it up to you.

Looking at that list, it all seems so simple, and yet so often I see both customer service and public relations ignore or violate these basic principles.

What’s the best customer service experience you’ve had recently? Did it change your opinion of the company?

Image by Here’s Kate