Whatever your career aspirations or objectives you are going to need to learn how to talk positively about yourself to others. You must be able to impress people both within your current organisation as well as prospective employers, recruiters and networking contacts.
This is trickier than it looks. From childhood we are brought up to believe that anything that borders on self-promotion is “big-headed” and socially unacceptable. We are unused to talking positively about ourselves to others and many people experience a real sense of discomfort when they have to “sell” themselves to a potential employer.
However, the art of “self-promotion” is one that you need to acquire in order to get on in your career. When you are looking for a new job, you will be asked detailed and fairly intrusive questions about all aspects of your skills, abilities and personality by complete strangers. They will judge you based on the content of what you say and how you say it. You may be applying for the perfect job for you, but your success will hinge on your ability to sell yourself effectively.
This chapter looks at the key ingredients you need to have in place as part of your personal sales and marketing campaign.
Your CV
You should always have an up-to-date CV that positions you as the perfect candidate for your next role, rather than simply recording what you have done in the past. Here are some key tips:
- Research
Find out as much as you can about the job you want and the employer’s requirements. Study advertisements, job descriptions, talk to recruiters or those who work in a similar role and ask their advice on what gives a candidate a competitive edge.
- Match
Use the information gained from your research to help you show in your CV that you have the specific skills, experience and approach required. Ensure these key aspects are included within the first half page of your CV so the recruiter can quickly see your suitability.
- Evidence
Unsubstantiated claims won’t work. You need to prove you have what they need. So instead of your CV saying you have “good communication skills”, give an example of where you demonstrated this to good effect e.g. “Invited to join the sales bid team because of my ability to translate technical detail into language that the customer could understand”.
- Language
Avoid long sentences and using the “I” pronoun such as “I did this...I did that....” Instead use bullet points e.g. “Led this... Created that...” which will seem much more dynamic. Never include any criticisms of others, business setbacks or failures unless you were able to turn them around.
- Professional presentation
This needs to be of the highest standard with a layout that is consistent, attractive and easy to read. All spelling and grammar needs to be checked and double-checked.
- Format
Avoid complex formatting on your CV like columns, tables and graphics, as this can interfere with the way your CV is stored on the recruitment database.
- Audience
Tailor each CV to its audience, highlighting the things that you know will be of most interest to them. This may mean that you have a few different CVs, each tweaked to the requirements of each individual job and employer.
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TIP My book, You’re Hired! How to write a brilliant CV (Trotman, 2009) gives you more detailed information and templates you can use for your CV.
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Covering letters and emails
Do not underestimate the importance of the covering letter or email that accompanies your CV. It can positively influence or scupper your chances of success. Remember to:
- Always write a covering letter or email rather than sending an unaccompanied CV
- Ensure you spell correctly the name of the person it is addressed to. Nothing irritates people more than their name being spelt wrongly
- Write the letter from the standpoint of demonstrating the advantages to the employer of meeting with you. Tell them how can you help them and their organisation by increasing their profit, efficiency, solving a problem or meeting a challenge they have
- Make sure the spelling and presentation is 100% accurate and looks professional. Avoid text speak on emails as it is not considered acceptable from candidates
Online marketing campaign
Even if you are looking for a role as an employee, you should conduct a marketing and PR campaign similar to that you would use if you were running your own business. If you are looking to position yourself as an expert in your field, or simply increase your visibility in a particular area, then writing articles, blogging, tweeting, joining online discussions are a great way to generate interest and get yourself known. Increase your personal PR by writing regularly about relevant topics to l strengthen your online presence, impress potential employers and help you connect up with others interested in the same topics.
Linkedin
If you have not already done so, create a profile on www.linkedin.com so that you can advertise your skills, abilities and experience to recruiters and prospective employers who frequently trawl through the site for candidates. Linkedin is the equivalent of a card in the newsagent’s window of the professional business community. Recruiters will trawl through the site looking for suitable candidates so make sure that you are visible.
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TIP If you are a business professional and you are not listed on Linkedin, then people will assume you are either technologically out of date, are poorly connected or have something to hide.
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On your profile, make sure you:
- Check the information is consistent with your CV otherwise it will raise queries about the accuracy of the information you have supplied.
- Supply a professional looking photograph rather than a fun one.
- Ask people you have worked with to write you an endorsement and post it on your profile. You can also upload presentations and videos.
- Treat your linkedin updates like personal press releases but keep them business focused.
- Join online networking groups to boost your visibility by participating in online discussions.
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TIP Ensure that any online presence you have is business appropriate. Employers may google you, so make sure that the online information about you presents you in an attractive and positive light.
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Twitter
Create a twitter account as another way of raising your visibility in your field, connecting with others and hearing about online jobs. Make sure:
- You tweet about business and professional successes, interesting activities you are involved in and events you have attended.
- Your tweets should always show you in a positive, business-like manner.
- You avoid trivia or anything that you wouldn’t want a prospective employer to know about you.
- You use twitter to follow people you are interested in and also access jobs posted on twitter.
You can follow Personal Career Management on twitter at @changecareer or me on @corinnemills to receive regular career tips and info
Website
If you are a creative professional such as a writer, artist, web designer or cake maker, then you should have a website where you can include examples of your work for prospective employers or customers to see. Your website should include:
- Details of your skills and experience
- Projects worked on
- Achievements
- Examples of your work in photos, pdfs or hyperlinks
- Testimonials from customers
- Contact information
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TIP You can get free online listings for your business through Google, and other online directories.
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Your Elevator Pitch
If you meet someone for the first time, particularly if it is in a professional setting, then they are likely to ask you “what you do”. This is your opportunity to clearly convey not only what you “do” but what you want to be doing.
Sometimes this is called your “elevator speech”. The idea being that in the 30-60 seconds it takes to get in the lift with someone and arrive at your chosen floor that you have succinctly conveyed the key messages you want people to know about you. It is usually the opener to a longer conversation where you find out more about the other party, establish any joint interests or connections and how you may be able to help each other.
The key components of your elevator pitch should be:
- The skills and experience you want to be known for
- Relevant employers worked with or projects worked on
- What you are looking for next, if appropriate
- Asking the other person about themselves
Your pitch should be delivered in a confident, clear manner. Practising this in advance is very helpful. Testing it out with people will help you to refine it. The more you use it the more comfortable and relaxed you will become about delivering it.
Why is it important?
Most people when asked to introduce themselves do so apologetically as though they are embarrassed to talk about themselves. They downplay what they do, dismiss it as though it is not important and frequently use it to whinge about their job. This is an opportunity for you to connect with someone who could be your next employer or customer. If you give them relevant information and are positive and confident then the chances of them wanting to engage with you further are increased. Many coaching clients ask for help on this. It is one of the most important elements of your career management strategy – being able to talk about yourself positively to others.
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TIP Remember that any conversation needs to be two way and if you show genuine interest in what they do, their concerns, challenges or successes, then they are much more likely to return the favour.
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Interviews
This is the ultimate sales pitch scenario. You’ve got past the first hurdle, they obviously like your CV and have offered you an interview. Now, you are the candidate trying to sell yourself to the employer for the vacancy.
Interview preparation
Careful research and preparation are needed before you even get in the interview room if you are to stand the best chance of success. Your research should include:
- All the job details and selection criteria
- Company facts such as size, turnover, key products, sites, recent press releases
- Looking at their closest competitors and how they compare
- Understanding key challenges and trends for the company and their industry
- Informal research by talking to people who know the company
- Company facts, turnover, market share, key products etc
This research will help you talk more knowledgably about why you think you are a good fit for the company. It will also demonstrate your keen interest and enthusiasm for the job as well as showing your professionalism and diligence, work out what you think their priorities are in hiring a candidate and then consider how you can demonstrate that you meet all of these requirements.
Where you think the employer may be looking for something that you don’t have, then don’t ignore it and hope for the best. Be proactive and thinking about how you might deal with this head on. This may include:
- Reading up on the area in question
- Investigating courses that could help you bridge the gap quickly
- Arranging relevant work experience
- Identifying transferable or complementary skills. For example, while you may not be familiar with a particular database, you may have used other similar ones in the past
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TIP You're Hired! Interview: Tips and techniques for a brilliant interview (Trotman, 2009) and You're Hired! Interview Answers: Brilliant Answers to Tough Interview Questions (Trotman, 2010) take you through each stage of the interview process in greater detail. If you are asked to do psychometric tests, have a look at You're Hired! Psychometric Tests: Proven Tactics to Help You Pass (Trotman, 2010)
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At the interview, use real-life examples to illustrate your relevant skills and experience in action. Remember that regardless of the role, employers are always most interested in hearing about how you have added value to a company. Go back to chapter 9 and the exercises completed to remind yourself of some examples from your career.
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TIP If there is an opportunity to have an informal discussion with the relevant manager before the interview, then always take advantage of this. You can then find out more about how the manager sees the role. Sometimes you will find that this has changed since the job description was written. It also gives you an early opportunity to sell yourself as an ideal candidate.
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In your answers, be careful not to get bogged down in providing too much detail. Rehearse your answers to expected questions out loud and pare them to the minimum, usually 2-3 sentences. They will ask for more information if they need it
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TIP If you are not successful, then you should always ask politely for feedback. View this as a valuable learning opportunity rather than a failure.
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Looking the part
Rightly or wrongly, your image will be a key factor in people’s perception of you when going for a new job, or even at your current one. This is not about beauty. It is whether your personal appearance is in line with their expectations of what a successful candidate will look like.
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TIP. If you look contemporary and up to date, then people will assume your thinking is too. If you look old-fashioned, then people may make more negative assumptions.
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Your choice of clothes can be a very powerful tool in persuading others of your workplace capabilities, and if you want to be taken seriously either by your existing or a new organisation, then you will generally find it easier to progress your career if you comply with the organisation’s dress code). In a very traditional organisation that may be a smart, pin-striped suit. In a creative industry that may be “fashionably on-trend”. If you can get the dress code right, then these are easy points in your favour.
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TIP. If you are looking for promotion, then dress as though you are already at that more senior level. It can help positively influence the perceptions of those around you.
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Extract taken from Career Coach by Corinne Mills. Published by Trotman (October 2011).
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