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Winston Churchill and My Resume – A Lesson in Differentiation

March 18, 2011 by

OUTSTANDING IN YOUR FIELD VERUS STANDING OUT IN THE FIELD

Your resume is probably efficient in conveying all the pertinent data on yourself.  When a prospective employer or networking contact reads it independently it most likely works well.

How does it do among a large field of candidates?

The challenge comes when your resume is one of several dozen that the person is using to screen candidates or deciding which networking request to accept.  What is in your resume to help you stand out in the field so that it gets pulled from the pile?

THE CURSE OF THE SAME-OLD, SAME-OLD

Having run a job transition group since early 2007 I’ve probably read 200 resumes.  More often than not the point of differences between documents is very little.  This is true both within and across professions, the resumes read and sound alike.

I wondered if my resume was any better. Nope. The source of the problem was easy to see; I used the same blogs, websites, books, terms and expressions as everyone else.   I would only stand out in a crowd of one.

PLAN A: THE SUPERSTAR APPROACH

My next mistake was to try to make myself sound like a superstar.  After reading my updated version, one would not be shocked if I’d been asked to consider being the Pope.  Despite the attraction of Italian food, I decided version of my resume was not much of an improvement.

A MARKETER’S LESSON: DIFFERENT, NOT BETTER

Next, I posed my challenge to a marketing colleague.  His response was simple: You do NOT have to be better than the other candidates.  You MUST be different.  You must create a contrast between yourself and other candidates, it what gets you noticed.

He compared cars and job candidates.  Cars all have the same functions; much like candidates applying for a role will have similar backgrounds (degrees, positions, etc.).  Cars are sold by showing their point of difference versus others, so do the same with my background.

In the case of an open position, whether from a database search or scan of roles held, the first pass of candidates who qualify.  The next step will be figuring who to invite, it’s the points of differentiation that will get you the invite.

WORDS STILL MATTER

Providing differentiation is a combination of both substance (highlighting unique combination of skills and experience) and form (how you deliver the message).  Each of us will know the 3-4 key skills we repeatedly rely upon to be successful in our role, so let’s focus on the form.

The form is two parts.  The first is format, the cleaner the better. The second is the message.    

The second is more challenging because it’s what is written that matters to both capture the attention and engage the reader to want to learn more.

PLAN B: ENTER WINSTON CHURCHHILL

I decided to find a source of inspiration to help me use a different method to describe myself and experiences.  To use language that would interest the reader.   After browsing in the library, I found a book of speeches by Winston Churchill.  (So I guess it was Plan C).

Besides being a fascinating read, Mr. Churchill’s speeches took my writing style in a new direction. I did not use exact lines from the speeches, but it was just the spark needed.  I kept all of the required points of interest for a potential employer and their database search, but how I described them was completely different from before.

Saying re-writing my resume was fun might be a stretch (it’s like saying getting dental work is fun), but I sure felt more productive in how I expressed myself.  More important was the result: People picked up on the key points I want them to remember and I was surprised at how much more of my resume they had reviewed.

For my own blog, I found loads of inspiration from the writing style of author Jeffrey Fox and Guy Kawasaki’s, which write to the point and tongue in cheek, respectively. 

Look around and find what inspires you – and then set yourself apart in the field.

Good luck today!

Mark Richards

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You Are Not a Job Description

February 17, 2011 by

Here’s another one of my mistakes – I described myself by my job description.

In competition for a position, you simply need to be different than the other candidate (Not always better).

If you follow my mistake, you create absolutely no difference.  In fact, all I did was playback their job description in your own terms.   I was so focused on the requirements of the role – not how my experience has shaped how I delivered upon those requirements.

I find everyone has 3-4 unique characteristics that they use on a daily base to solve issues, work with clients, etc. – these are what you want to promote about yourself.

The characteristics are what people will remember and like about you.

Promote these characteristics in your first sentence, opening overview of yourself, etc.   No need to go into detail at this point just set the tone for what sets you apart from the other candidates.  Fill in the blanks as you go. 

If you don’t know what characteristics to use – ask a friend or colleague.

Good luck today!

Mark Richards

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Arguments for Hiring Someone in Job Transition – Skills You Will Not Find on a Resume

November 2, 2010 by

If you were to change Newton’s third law of motion, which states “To every action there is always opposed and equal reaction”, to fit job transition it will sound like this: “To every job search experience there is always an equal learning you can use again.”

After meeting 250+ candidates and my own transitions, I have seen traits and skills that are learned in job search.  A candidate may not put these skills on a resume, but they are a huge benefit to the hiring company.

1 – Eager to Work: Businesses always want to find a ‘motivated’ employee.  Knock. Knock.  We’re here.

2 – Ability to Network: It’s more than learning networking techniques like LinkedIn, but the willingness to invest into building a network and the hard work of reaching out to others, and learning how to improve your ability to work with others.

3 – Value of Network to Business: A network is not just for finding a job.  It is a wickedly powerful tool to find and connect to clients, vendors, investors, candidates and advice, often with a national or international reach.

4– Communication Skill: Besides developing an effective pitch, it’s also delivering it in multiple forms: in person, e-mail, blogs, Twitter, resumes, etc.  Most important, candidates know how to keep it short.

5– Broadened view of business/Awareness of trends: When else in your career will you just focus on meeting loads of people, seeing so many businesses and learning about the market.  Networking can be a like a mini-MBA of learning.

6 – Understanding of their skills: The virtually continuous feedback stream from networking and interviews, gives a sharp view of skills, including those which are stronger than a candidate may think.

7– Open to new ideas: Search forces a candidate to think differently about a career path, how to find answers, what skills to use and living in new financial world… and they successfully lived through it.

8 – Not afraid of risk: How often do we complain of people not willing to take a bit of risk? Candidates try new ideas almost daily with their most precious resource: themselves.

9 – Dig up the Answer: No roadmap on how it should get done.  No problem. Candidates get creative to find connections, get inside companies, learn the language and get to know who will interview you.

10 – Ability to deal with adversity: Search is a war of attrition between what’s it like out there and a Candidate’s psyche.  Unlike work, everything is personal, which makes every defeat that much tougher.  If we survived this, a project that goes off course is a piece of cake to fix.

11– Constraints inspire innovation: No corporate support, limited finances and less than welcoming marketplace.  Candidates are not going to quit, so they make constraints a source of innovation.

12 – Local community contacts: Most networking is done locally and these are great for working in the community for non-profits and corporate awareness.

People currently employed can also see these items, but there is a greater frequency and heightened awareness when in job search that cements these traits into a candidate.  Of course, no two candidates will have the same level of these traits – but they will be there (and many others as well!).

Job search always gets a bad rap, so we all tend to hide our efforts while looking for a job.  So let’s promote how job search has improved us and what we can bring to a company.

Good luck today.

Mark

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Rewrite Your Pitch with the Most Used Skill from Your Work

October 20, 2010 by

If there was a skill I admired watching, it was a colleague take a product idea and strip out the features, functions, etc. until they got down to what was most valuable to our customers.  The items removed were good ideas; but they cluttered up a client’s path to what they really needed.

This is an example of the most used, though unrecognized, skill from your work: Understanding what’s relevant.

Think about it for a minute.  How many times did you look at projects, new products, task lists, presentations, etc. and remove the items that got in the way of what needed to be done or were out of order?  My guess is that it was a daily task and you were probably pretty good at it – because it’s the engine behind making things happen.

Now how can this skill help your pitch?

I’ve heard enough pitches (including my own); to know that they become muddled because we don’t want to leave anything out and then start to incorporate ideas from others.  Each point is valid, but when all together, it’s less than a clear statement to the reader of what’s most important – no matter how many times we reorder, bold, change font or italicize.  More data = Less information.

A good pitch is like your favorite website.  It was easy to figure out what the site does, the features you want are logical to use, and it’s easy to navigate.  Because the designers did not overwhelm you, you’re hooked.  For your pitch: Provide the most relevant information in a simple form.  Then you’ll hook them to want to learn more.   Less data = More Enticing Information.

Okay, so how do get there?

To start, create four lists to summarize your last few roles.   Just write down everything that comes to mind, don’t worry about editing it. 

List One: Work situations you faced (big shifts in market, competitive change, new product launches, merger, international markets, etc.)

List Two: Outcomes achieved

List Three: Skills regularly used, new skills learned or improved

List Four: Lessons and Mistakes

Next, imagine you had to hire someone to replace you.  Scan each list and then circle the three most important items from each one – what you would want to see on their resume.  Just put your “what’s relevant” skill into action.

The end result is your pitch: What situations you can handle, the proof of your success, the best skills you bring and how you apply them.

One last thought, I like to start with the situations and accomplishments, because people don’t ask for “10 years of experience”, they ask for “Someone who can handle sales in 10 states”.

Good luck today.

Mark

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Networking Events – Is there a Buyer for Your Pitch?

October 13, 2010 by

Your pitch needs a buyer.

Most of us could attend a ‘networking’ event daily that is filled with people that could become new contacts.  The question becomes whether or not you can turn those contacts into meaningful action after the event.

My enlightenment regarding networking meetings came from a discussion with a colleague regarding options for our event marketing budget.  He would accept or reject the idea based upon whether or not the people attending the event were in the mindset to buy the product we offered.  

He used the example of a sporting event where a local bank sets up a table.  For the bank there are loads of potential customers. But most people don’t stop. Why?  They came to watch the match, not talk about their banking needs – so they are not thinking, or buying, banking services.

Correction: Your pitch needs a motivated buyer.

Let’s go back to networking meetings.  Before you decide to go, understand the purpose of the event and why people are attending – this will help you determine if there will be ‘motivated buyers’ in the crowd.  Leaving aside meetings targeted at those seeking new opportunities, here’s my ranking of the different types of networking events.

HIGH: Social events – These are the most casual and have the greatest amount of networking time, so people are openly mingling and moving about.  If it’s associated with profession/industry group, get someone to escort you around to help break into the small groups in conversation.

MEDIUM: Profession/Industry Meetings – If the meeting is a lunch/dinner affair, there is networking time prior to the meal (while people check in).  Attendees are there to visit with their friends and listen to the speaker.  IF YOU GO: Same as social events, get a well-known member to escort you and make introductions – don’t leave their side, they are your credentials.

MEDIUM: Conferences – If it’s a conference that brings together different people to connect (say small companies with investors, companies with vendors), if you can help facilitate the type of connections being sought, then by all means attend.   

LOW: Professional Development Sessions – There is limited time to network and the sessions present more than can fit in your head, so people are not in the mindset to effectively take in your pitch.  You might get to know a few people at your table, so if the topic is of interest, you should attend.  If not, spend your networking time elsewhere.

LOWEST: Breakfast events – These are usually the least productive.  People show up right before they start, eat, listen to the speaker (while not checking their smartphone) and then bolt for the exit to get to the office.

Before you attend any event:

First, ask a few other candidates who have attended how effective these meetings were in getting them closer to the decision maker.  Their answers may either confirm or be very different than my ranking above, so it’s easy and effective due diligence.

Second, figure out who you know will be in attendance and contact them in advance.  The more people that know you’re coming in, the higher likelihood you should know even more people on the way out.

Remember your network has great value, make sure you know how to best use it for each event.

Good luck today.

Mark

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TXT MSG Networking leads to XME

December 15, 2008 by

It is easy to use the short messages of Twitter, texting, blackberry, etc., as the standard for communications.   But when it comes to networking, when being clear matter most, we often speak or send e-mails or that only communicate

 

incomplete thoughts. (Okay, I know that was a cheap parlor trick)

A few years ago, I saw Edward Tufte (www.edwardtufte.com), who is an expert in communication of information, and how he disliked Powerpoint bullet points – because of its limits on communication.

I found that is what is going on today.  At more networking meetings than I care to remember, I find myself asking questions not for more information, but simply to clarify what I heard.  Excuse me?  Sorry, XME?

I am the first to tell you to avoid excessive detail when networking.   Be you must be clear on the key points you need to communicate (see my post “The 3 Question Test after Networking”).

My recommendation:  Write out your key pitch.  Taking a lesson from Mr. Tufte, it can be more than 30 seconds, if done well.  Also, it’s still called networking, not Twittering, for a reason.   Ask a friend to listen to your pitch to help call out incomplete or unclear thoughts.  I know it can be a bit embarrassing to ask a friend sit through the pitch.  But, it’s well worth the time and effort.

 

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