Disillusioned with waiting for an interview, Rolls, a maths student, issues an open invitation for employers to visit him at his site: www.golddog.net
Every year tens of thousands of hopeful undergraduates apply for places in investment banks. Standing out from this crowd is about as easy as attracting the attention of Robbie Williams from the middle of Wembley stadium.
Most applicants have high A-level scores and can demonstrate an awareness of financial issues. Most are at "good" universities and are well-rounded individuals with extra-curricular padding.
Embellished with tastefully abstract images and its own search engine, clicking appropriate icons on golddog.net allows graduate employers to peruse Rolls' CV online - in English, French, or German.
Another click, and Rolls explains that he has purchased his own flat and that his interest in all things financial is being used to manage his own portfolio.
Rolls says the site cost him little or nothing to develop. Time, rather than money, was the main expense. Initially, finding an appropriate name was a problem.
Golddog was chosen for its simplicity and allusions to "top dog". Once the domain was in place, Rolls spent a further four weeks developing the site.
A friend programmed the fundamentals of the template for him, while the remainder has been developed by Rolls himself, learning as he went along.
New-found programming abilities enable Rolls to update the site weekly, based on the feedback he receives from visitors. A hidden counter records that there have been 150 visitors so far.
Those dropping in are invited to submit their details to receive updated reports on the progression of Rolls' job search.
Unfortunately, recruiters at investment banks seem unlikely to be among those leaving their calling cards. Most banks now accept applications only through standardised online recruitment forms.
"Visiting a website is something we simply wouldn't do. We get 13,000 applications and if we looked at everyone's site, we'd still be looking this time next year," says the head of graduate recruitment at a top US bank.
However, Rolls, who spent his summer working as at a headhunter, claims that feedback he has received is good.
"Your application gets overlooked in the blink of an eye. I wanted to be able to phone someone and, when they asked for my CV, give an address where they can look at it."
While it may not replace the application form, Rolls says the site works well as an accompaniment for those interested in learning more about him.
Those who can be persuaded to visit come away suitably impressed. "It is innovative and a great idea. It certainly makes him stand out," says Amanda Whiteford in graduate recruitment at Dresdner Kleinwort Wasserstein.
However, impressiveness does not mitigate the need to fill in the form. "It's a great idea for a small company, but for a larger firm looking for hundreds of people it only replaces a paper CV. Many larger companies now use online application methods, including ourselves.
"I'd say, this is great, but I need your details online, then we can really talk," says Whiteford.