Keppie Careers

Social media speaker, social media consultant, job search coach

Discover Your Value Propositon – The Elevator Pitch, Part II

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In a previous post, I outlined the importance of writing your value proposition or “elevator pitch.”  To recap, this is a short (30-second), prepared speech that addresses the questions, “Who are you?” and “What do you have to offer?”

In Part One, I suggested writing down your top five work and personal accomplishments. 

Now, think about what you want to achieve.  Tie these achievements to the target’s needs…

What problem do they (or their organization) have that you can help solve?  Remember, although the pitch describes what YOU offer, it is really about your target.   In fact, you should alter your pitch depending on your target.  (Once you have something solid worked up, it will be easy to adjust it depending on your audience.)

Offer specifics about your skills and accomplishments that address the target’s problems. Are they lagging in sales?  Maybe you have a fabulous sales track record.  Do they need new written materials?  Bring up your background and accomplishments in revising or creating such materials.  In other words, you are the answer to their problem!  (Who doesn’t want to meet the person who solves their problems?)

Demonstrate your interest and excitement about your work.  No one wants to engage a cold fish.  Don’t go overboard (no jumping on couches a la Tom Cruise), but be sure that you sound passionate about what you have to offer.

Practice your pitch.  Memorize it until you could say it if someone woke you up from a nap.  Once you know what you have to offer, it will be easy for you to tweak your pitch depending on the target and what their needs may be.

You may be surprised at how useful it is to have an elevator pitch ready at a moment’s notice.  It’s useful for networking as an answer to the question, “What do you do?” and you can rely on it as an introduction to a great “gate opener” (someone who has the potential to connect you to someone who may be instrumental in your job hunt).  

By sharing information about who you are and what you do that is targeted to the individual who could use your services, you are several steps ahead of most job seekers and professionals who are not prepared to describe what they offer.

Keppie Careers can help you with every aspect of your job search.  Need a resume?  Help with your linkedin.com profile?  Interview prep?  Take advantage of our experience:  www.keppiecareers.com

Discovering Your Value Proposition – The Elevator Pitch, Part I

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Have you written your elevator pitch? Otherwise known as your value proposition or a personal infomercial, this is a brief (some say 2-minutes, I like 30 seconds) introduction to you with a focus on what you have to offer.  This technique is used all of the time in sales and marketing, and since your job search is all about marketing YOU, having a well practiced, targeted elevator pitch is a good idea. (The name comes from the fact that you could deliver your “speech” while going down an elevator with a great contact.  I guess the length may depend on the height of the building! Since most people have a pretty short attention span, assume most buildings are short.)

Just as your resume should be targeted to the reader’s needs instead of your own needs, your pitch should focus on how you can solve a problem for the listener. What do you offer? What is your hook?

Discovering Your Hook

What is special about you?  What skills and accomplishments set you apart from every other person in the room? In your industry?

You need to know two things:

  1. What the employer wants.
  2. What you offer.

You will find out the employer’s needs via research, informational meetings and networking.  Discovering what you have to offer may take longer!

Big brands like Disney decide what they offer before they create and place their advertisements.  When they want to advertise Disney World, they appeal to families and parents’ need for an affordable, yet magical vacation.  Their brand is all about magic and family fun.  Their television ads appear on shows with a high viewership of people Disney targets.

If Disney didn’t consider what they offer, they wouldn’t be able to target their marketing.  By defining themselves and what problem they solve, they can offer a hook (an affordable family vacation).

What is brand YOU all about?  What makes you special and unique? Think about what you offer an employer.  Consider your top five work and personal accomplishments. Write them down and think them over.

Read more about writing your elevator pitch…

Enhance Your Linkedin Profile for Job Seeking

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In light of the fact that linkedin has become a source of choice for people who love to hire passive job seekers (those who may not actually be seeking a new job), I thought it would be a good idea to remind readers to pay attention to your linkedin profile!

First, a note on visibility….

If you use linkedin, you know that your visibility goes up the more links you have. Your second- and third-degree connections help put your profile in front of more people. I am a 3rd degree link to all three candidates for President! (Yes, Obama, Clinton and McCain are all on linkedin!)

There are several ways to increase your connections:

  1. The preferred way is to link with friends and colleagues. When I started on linkedin, I convinced a friend who always sends mass emails to a g’zillion friends to join linkedin. In about a day, she had over 100 connections, all of which became my 2nd degree connections.
  2. Another easy way to increase your visibility is to link with a LION (linkedin open networker). These LIONS have over 500 connections and welcome any invitation to link. You gain visibility to all of their connections with the click of a mouse.

Your profile…

First things first – Be sure that anything in your profile is spelled and punctuated correctly! Typos scream “don’t hire me” to anyone with a critical eye. Have someone with an eagle eye proof your profile. (Keppie Careers will be happy to assist in revising or proofing your profile. Email me at results@keppiecareers.com for details.)

Especially if you are looking for a job, focus your profile to include skills and experiences that will be of interest to potential employers. As with a resume, don’t just list what you did – help the reader envision you working for them by highlighting your skills and accomplishments. As you would with your resume, use active and interesting language.

Unlike a resume, you can use mini paragraphs in your profile. Keep it short – large blocks of text are hard to read. It should be somewhat conversational to grab the reader’s attention. It is okay to use “I, me or my” in your profile, unlike in a resume. (Don’t overdo it, though. You don’t want to appear self-centered!)

Make use of the “HEADLINE” feature. It goes right under your name and is the first thing people see. If you are a marketing professional, you can say so! Maybe you are a “Skilled problem solver and community builder.” Think of a tag line that grabs attention and describes you.

Be sure to edit your “Public Profile” to have a vanity URL (that has your name at the end).

I really like the “Summary” and “Specialties” sections. This is where you can briefly sum up what you offer. If you have a “Highlights of Qualifications” or an “Accomplishments Summary” section on your resume, it should be easy to transfer it to linkedin. The “Specialties” section is like a list of tags – keywords that describe you and your work.

If you have a website or blog, use the “other” category and name your site when you add the URL. Also, you can edit your linkedin URL in your profile to include your name.

Ask colleagues and clients to “recommend” you on linkedin. They can say all of the flowery, fabulous things about you that you can’t say about yourself! Only ask those you know will write a quality review. Most people will discount a poorly written recommendation.

Especially when you are job hunting, your linkedin profile may be your golden ticket. Make sure you keep it shiny!

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Keppie Careers will help you with every aspect of your job search…Resume writing, linkedin summary editing, interview prep, career coaching…Contact us to see how we can take your job search up a few notches! www.keppiecareers.com

Top 5 Resume Do's and Don'ts

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There is a lot to consider when writing your resume. You don’t want to miss an opportunity for an interview by offering a less than stellar result.  In her blog, Hire Someone to Write Your Resume, career advice blogger and author Penelope Trunk refers to a resume as a “complicated sales document and also a piece of direct mail.” That said, here are my top 5 Resume Do’s and Don’ts…

DO

Remember that your resume is a marketing piece, not a laundry list. Sell yourself; don’t just list what you’ve done.

Focus on transferable skills and quantifiable accomplishments. Determine the employer’s key words and incorporate them. Include soft skills, otherwise known as emotional intelligence. Use strong, active language that helps the reader picture you working for them.

Design your resume to be easy to read and scan – both with software and the eye. Remember that the typical first read allows a 10-second glance. (Some say 7 seconds is all you get!) Make it count by using white space, bullet points and bold, appealing design elements. Ensure that your resume is error free.

Target your resume to the employer. Do NOT zap your generic resume to 100 different online job postings. If you do not personalize your resume to include key words, you may be wasting your time sending it at all.

Be precise. Although the “one-page” rule no longer applies for all employers, it is important to narrow your information to include the most important material. (Typically, two pages are plenty.) Employers do not want to wade through a lot of extraneous information.

DON’T

Use “I, me or my” in your resume. The first-person is implied. Don’t use the phrase “responsibilities included” or “responsible for.” These are passive ways to structure your information.

Don’t use an objective. Your objective is to get the job, so you are wasting space in the very important real estate of your resume – the top! Attract readers with a targeted “Accomplishments,” “Highlights,” or similarly named section. Don’t list “References upon request.” This is assumed.

Don’t include ANY personal information such as age, gender, religion, marital status, social security number, weight, etc. In the U.S., do not include a picture on your resume.  All of this information is inappropriate and will make you seem dated and unaware of correct resume etiquette.

Don’t rely on standard resume templates, especially from your word processing program. Don’t copy text from sample resumes posted on the web. You are unique; your resume should be distinctive.

Don’t ever lie on a resume. Present the best possible image consistent with the truth.

I will design and write a resume that captures your skills and accomplishments and sells your skills!

Lost Your Job? What to Do Next

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I’ve written about jobs predicted to have a rosy future in 2008 and offered suggestions of what to do if you think that your job is in jeopardy.  But, what approach should you take if you have lost your job and you (and many, many others) are now seeking work in a flat economy?

The first thing to do is stop and get a handle on your job search materials.  Do you have a resume that represents you and all you have to offer?  Have you brushed up your job seeking skills (networking, cover letter writing, interviewing)? It’s not like riding a bike – you CAN forget how to look for a job.  Worse, you may never have really known how to job search in the first place.  Keppie Careers offers an array of services to help get you prepared.

Sarah Needleman addresses the topic of job searching in a recession in the Wall Street Journal Online.   Gary Rich, president of Rich Leadership, an executive advisory firm in Pound Ridge, NY, believes that selling and servicing jobs are more resilient, as they impact the bottom line.  He says:

Less durable jobs are those in human resources, public relations, finance, strategic planning and other non-vital business functions.

Needleman’s article also suggests that if you don’t work in a promising sector, focus on your transferable skills  and consider switching industries.  Plan your transition.  Network and research organizations and industries and learn how you can best use your skills to benefit them.  Consider volunteering with organizations on special projects to demonstrate your added value.

Keppie Careers can help tailor a transition resume to highlight what you have to offer.  We recommend focusing on your skills and accomplishments rather than “what” you have done in your jobs to help potential employers envision you working for them.

Don’t forget that, even in a recessionary economy, some jobs and skills are still invaluable and sought out.  So, just because you may work in an industry that is experiencing a lull, if you have prepared and positioned yourself to have the skills and training needed to fill management gaps, you’re in good shape!
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We advise, encourage and enlighten job seekers.  We offer resume writing, mock interviews, coaching and more to position you for your future.