they are the least accurate predictor of performance anyway. Don't know any smes in the consulting sphere I work in the use them
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apart from maybe to drive conversation if there's time left in the interview. (I'm in HR/Talent Acquisition).
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maybe the creativity gets you in the door and then you tell the hiring manager what you actually did?
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I can see this being useful for entry level or a couple years out of school, when you have to send out a lot of cold resumes
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