Decoding "Cool" in Production recruitment: What Hiring Managers Really Mean

"We want someone 'cool.'"

As a production recruitment specialist, I hear this request constantly when being briefed by clients at agencies, brands, and production companies. This seemingly simple requirement has been making me increasingly uneasy—so I decided it was worth examining more deeply.

The Coded Language of Ad Industry Hiring

The term "cool" appears straightforward, but carries significant weight, especially when used in producer job briefs. While I recognise that "cool" serves as a convenient shorthand for being well-connected, trend-aware, or possessing a certain social energy (I've certainly used it myself), the reality is that this vague terminology ultimately narrows the talent pool.

Or Does requesting someone "cool" create unnecessary exclusion? Isn't such a subjective term essentially meaningless in professional contexts?

Perhaps it's merely shorthand for specific experience or personality traits that hiring managers are actually seeking, with no harm intended.

What Production Studios/Brands and Agency Heads Actually Want

When clients say "cool," they might be looking for someone who has produced award-winning projects, maintains industry connections, or stays current with emerging trends. They may want producers whose work generates buzz throughout the industry. What could possibly be wrong with saying that?

Problem is: truly groundbreaking creative work often comes from producers who aren't striving to be "cool" at all. These producers are fully occupied with problem-solving, developing creative workarounds for practical challenges, or determining how to execute complex projects effectively.

The Problematic Implications of "Cool" in Production Hiring

"Cool" carries implicit biases that affect hiring decisions in significant ways:

• Age discrimination: It too often translates to "young," causing teams to overlook experienced producers who might not be TikTok-savvy but know precisely how to manage a 3 AM crisis on shoot day.

• Image over substance: It frequently favors extroverted, conventionally attractive candidates who present themselves in specific ways, prioritizing impressive résumés over essential abilities like budget management, creative excellence, and smooth stakeholder relations. Your judging a book by it’s cover.

• Homogeneity risk: "Cool" can function as code for "someone like us"—a perspective that's not only unhelpful, but potentially damaging to a company's commercial interests and creative output.

How "Cool" Has Evolved in Creative Industries

The definition of "cool" shifts continually across contexts and time periods. Throughout creative industry history, what was once considered "cool" has transformed from an almost exclusively white, middle-class male shape to personas aligned with social currency—connections to influencers, trendsetters, and technological innovators.

Even in today's diverse creative landscape, this concept of "cool" tends to represent only a specific subset of professionals who thrive in the high-energy, social dimensions of the industry.

By limiting ourselves to this narrow definition, we're overlooking tremendous creative potential.

Beyond "Cool": What Makes an Exceptional Producer

The concept of "cool" varies dramatically between companies. Some clients seek candidates who are immersed in cutting-edge trends and underground scenes, while others value gravitas, experience, and exceptional client management skills. Many hope to find all these qualities in a single candidate.

Replacing the "cool" label with specific skills and attributes would benefit everyone in the hiring process. Consider this: if you told an employee during an evaluation that they "aren't cool enough," what actionable steps could they possibly take? How would they implement changes based on such vague feedback?

Creating More Effective Production Hiring Practices

While I'm not going to completely dismiss requests for "cool" candidates, I consistently challenge this word. I request specifics, feign confusion, and encourage clients to articulate precisely what this quality means to them and their organization.

Ultimately, ambitious creative companies need someone capable of making long-term impact—a professional with appropriate skills; who can complete projects efficiently and deliver outstanding results that generate repeat business. They want team members who are collaborative, aligned with creative and business objectives, capable of building strong team relationships, and able to create positive collaborative experiences.

I know countless producers who fit these criteria perfectly—and many of them proudly identify as "geeks".

Are you looking for exceptional producers who deliver results beyond the "cool" factor? Contact me about finding advertising producers of any style or specialty at curiousconnections@alexhedges.com