When the rules change, should you?

A couple of weeks ago, we got an email from a reader about an interesting--and rather horrifying--experience they had while job hunting via the Internet.

After applying for a web creative director position with a major (and I do mean major) financial news brand, this person received a cheery email reply requesting not more information, not a telephone conference, not additional samples, but to submit four--that's F-O-U-R--home page mockups to demonstrate how she'd design for various news events. And the fourth? Was (and I quote):

"Re-designing the website in total, as if you had a blank slate."

To add insult to injury, the email from this potential employer came in on a Friday afternoon; our hero was asked to submit sketches by the following Friday.

On spec. In a week. For a major financial news outlet. For, as one person on KERNSPIRACY, the designers' mailing list, put it, a creative director position--a "big picture", supervisory role, not an in-the-trenches design gig.

According to this designer, who had been working solo for years before deciding to get back into full-time employment, this wasn't an isolated event, but rather "...is typical of what's happened in the Internet market for full-time jobs."

On KERNSPIRACY, most people expressed at the very least surprise, and at the worst, resignation. Changing economy, changing times.

So I put it to you: is that it? Times are tough, the rules are different, go with the flow? Would you give away work for free? Some work? This much work at the very beginning of the interview process?

Ever?

I have my own thoughts on this. I think it's perfectly reasonable, in the course of the hiring process, to discuss with a potential candidate how he might handle certain situations, or to query her on ideas she had for what needed improvement and how she might address them.

But this seems egregious.

What do you think?

Comments

[Susan Mathews]

In general, yes, when the rules change one does need to adapt. HOWEVER in this case one might also want to consider the benefits of living on the street if one is expecting to make a living by working for nothing.
If the "major financial news brand" does find and hire someone who would stoop to that level, both parties are getting everything they deserve.

[Cynthia]

NO!! Never give away work for free or on spec ever- it sets a nasty precedent not only for the person who did it but also any future designers who will get told, "Well so-and-so did it for free so you have to too."
It's about valuing the work you do, if they don't want to pay for it then they don't give a crap who did it as long as they didn't have to pay. And that sucks.
I fired a client who did this to me, after paying for the first job they decided they wanted some freebies and refused to pay. Um, how about "You're fired!"
No spec ever no matter what the situation is!!

[Mistina]

Definitely wrong. One of our biggest challenges as freelancers and business owners is valuing what we have to offer. Even if we return to the traditional job market, our ability to recognize the value we bring is just as important.

Giving in to such an unreasonable request will only set a bad precedent all around. "Winning" a job under these circumstances sends the clear message that you're willing to take whatever garbage the employer dishes out. No good will come of it.

[Skyeguy]

I would suggest that they run the news commercial free for the week, in effect, giving away their product. Even better, just stop running the news period. That would make us all feel better.

[Catherine]

REFUSE!!! Really. We do get asked to give concepts when we bid on some jobs, but I always refuse. A lot of small agencies still agree to it, but we don't. I know this means we will miss out on some contracts, but I can live with that. I tell prospects or clients who ask us to do it that I don't believe that they would like to be asked the same thing, and usually they agree... and if they still want someone who will, I tell them to go ahead.

[di]

REFUSE! Seriously, who would have time? And then, I would write them a letter explaining why I refused. Sometimes it's ignorance on their part. Other times it's power trip.

Either way, they need to be told NO!

And why.

[communicatrix]

Well, I'm gratified to hear that I'm not alone in thinking this is an egregious request.

Susan - What's sad is also that the Major Financial News Brand might get someone who's a really talented designer. They're not going to get a strong, independent thinker or leader (or at least, not for long), but in my experience, the search for those kinds of people is more about lip service than any deep desire to have free thinkers on staff.

Cynthia - Glad to hear it. There's precedent for free work in the advertising world: we used to do new biz pitches all the time. But I know small shops now who are refusing, and I think that even when people do get asked, they're given a budget from the client. Margins are too small today for that kind of speculation.

Mistina - That's a good point you bring up about one of the central problems we as freelancers face. The "just" syndrome: Well, it's *just* me, not a big company, I need to work harder. Or, It's just time. Time is money. I'm happy to do freebies and favors when I can to give back to the universe, but that shouldn't be default mode.

Skyeguy - Haha! Good one. Reminds me of this awesome cartoon.

Catherine - Good for you. If you're promoting yourself properly, there should be plenty of stuff out there that shows whether you can do the job. You don't want to be with people who can't make that leap.

[Dani Nordin]

It's been my experience that when they're asking for something like that, they're either looking for a production person ultimately and want to know that you can do Creativity on Command, or they can't make up their mind whether you're the one based on a portfolio review. In this case, it shouldn't be up to "what can you whip up in a week?" but, the honest question, "what would you do with [this situation]?"

I sell most of my projects on my mind - a conversation with the prospect where I give an unbiased opinion of their brand, what works, what I would change, etc. That's based on high-level thinking, not on viewing creative up front. In almost 12 years of doing this, the one thing I've learned above all is that, without that high-level thinking up front, no creative you can do will work.

[Lauri Baram]

Glad to see that none of the previous posters think work on spec has any merits. I certainly agree and we all have the AIGA and Graphic Artists Guild supporting our position. Perhaps it's too late for your reader, but I recommend the web site www.no-spec.com...a great resource about the topic with sample letters and info to share with prospective employers/buyers to back up your point of view. And Colleen, thanks for the giggles from that cartoon.

[Sally Hewson R.G.D.]

No! Don't do it.

Whoever heard of a blank slate? Design is about finding strategic visual solutions in the REAL world, not the theoretical world. The exercise as described is a meaningless waste of time for both parties.

My professional association, Registered Graphic Designers of Ontario, also forbids its members from doing spec work.
This page on no-spec.com helps you field requests like this with polite and convincing explanations.

http://www.no-spec.com/design-organisations-their-stance/rgd-ontario/