Nowadays we expect a lot more from job applications, particularly in the creative sector, the usual CV and covering letter just won't cut it, we want to see a portfolio of work if you are applying for a graphics based job and a show-reel if your applying for a video based job. To be honest this doesn't seem so much to ask from someone when the job will be based on their video skills, however when I recently advertised for a video based position at my company I was surprised at just how many people got it horribly wrong.