Resume, cover letter, job interview, career, public relations, project management, Pencil Skirts & Punctuation, Laine Jaremey

Pitch Charming: How to create an elevator pitch

“Do you want to spend the rest of your life selling sugared water, or do you want a chance to change the world?”

This was the question that Steve Jobs of Apple posed to John Sculley, an executive who was working at Pepsi, who Jobs wanted to take on the role of CEO at Apple. Despite being offered a generous salary and impressive stock options, it was this one line that stuck with Sculley and made him take the job at Apple.

On his CBC Radio show Under the Influence, marketing and advertising authority Terry O’Reilly described this example as the “best elevator pitch in history” in an episode of the same name.

What’s an elevator pitch?
An elevator pitch is a short, concise encapsulation of an idea. But, it’s so compelling, that it ignites action. It’s an icebreaker that will hopefully lead to having a more in-depth dialogue in the future.

The most important thing about an elevator pitch is its length. Think about it as how you’d describe something to someone in the brief time it takes to go from the first floor to the second floor in an elevator. However, some people say it can be as long as 60 seconds. My rule of thumb? The shorter, the better. There’s only so much the audience can digest and remember in a brief amount of time.

O’Reilly describes the elevator pitch as the test of an idea. If you can’t short-form your idea, it lacks focus and clarity. This is why an elevator pitch is a core communications tool that’s often used to describe companies, brands and marketing campaigns.

Pitching your personal brand
When it comes to your career and marketing yourself in the job market, an elevator pitch can be a compelling way to express your personal brand. Your personal brand is the image or impression that you can establish about yourself and your career in the minds of others, including contacts in your network, your employer or potential employers. Learn more about cultivating your personal brand here.

Distilling this information into an elevator pitch can convey that your career has a clear direction, that you understand your strengths, and that you know how you can provide value.

What will your elevator pitch look like? Here’s a simple recipe:

Step 1: Start with what you do
Step 2: Then, add context to convey the value you bring
Step 3: Finish with where you’re going next

When you add these together, the finished product can look something like:

“As an accounting expert with my CPA and five years of experience working at a global accounting firm, I’m now focusing on increasing my management experience while providing counsel directly to clients.”

“I am a public relations specialist with three years of experience in the technology industry. I’ve worked on award-winning campaigns and have secured top-tier media coverage. Now, I’m building my project management and strategic planning expertise.”

If you’re struggling at first with creating your elevator pitch, don’t worry. Distilling an idea – or something as complex as your career – to its very essence is an art. For inspiration, listen to the full Under the Influence episode for examples of the elevator pitches created by leading companies and brands. Try running drafts of your elevator pitch past friends, family members or peers at work and ask for their constructive input.

Want to learn more about crafting an elevator pitch for your personal brand? Find more tips here.

When you’re done, and if you’re feeling brave, share your elevator pitch in the comments!

Image credits: Pixabay.com; Pexels.com.

Quitting vs. crafting: How to get the job you want

Where do you see yourself in 10 years from now? How about 20?

Have you ever realized that where you see your career in the distant future can depend on your job today? The job-related decisions that you make now can play a role in the path your career takes, and can impact whether your vision of the future becomes a reality.

Two trends – job quitting and job crafting – present relatively new ways to approach your career. They are ways of obtaining job satisfaction, while also strategically building the career you strive for.

Job Quitting
The job-quitting economy is based on the premise that job seekers eye jobs that will be helpful for the next step in their careers once they quit them. Rather than accepting a job offer for its benefits, salary, corporate culture and promotion potential, so-called “job quitters” look at if they can gain the transferrable skills and experience they need to progress in their careers, whether the company’s reputation in the industry makes other companies desire its employees, and how the role can serve as a stepping stone to another more prized job.

As companies have transitioned from hiring less full-time and more contract workers, the job-quitting economy has naturally evolved as the mindset of job seekers changed to see certain jobs as ways of getting to a job with full-time perks down the road. But in today’s highly-competitive job market, full-time employees may approach their careers with a job-quitting mindset too.

The concept of a personal brand, which many consider to be helpful in landing a job, underlies the job-quitting economy. The transferrable skills gained in a role contribute a job seeker’s overall Me, Inc. package, which is what makes each person stand out from the competition.

Some drawbacks of approaching your career as a job-quitter could include less fulfillment at work, as you might not fully engage and reach job satisfaction if you only see your role as a stepping stone to the next one. Further, jumping from one role to the next after too little time may cause future potential employers to see you as a “flight risk” who could leave their company after too-short a time.

Job Crafting
To get the job you want, there’s another option other than making a huge change and joining another company. This option is called job crafting, which involves making incremental changes to your responsibilities or day-to-day experiences at work, resulting in increased job satisfaction.

How does job crafting work? To start, try listing the skills and abilities you’d like to have to progress in your career. Maybe gaining or advancing technical skills, business acumen or leadership abilities are important professional development areas for you. Then, get creative and make an inventory of the different ways that you could add these activities to your work. Once the list is complete, a conversation with your manager or other colleagues might be required to ensure that they’re aligned with your professional development ambitions, and so they understand why you are taking on new tasks.

If successful, the growth and changes that you achieve by crafting your job will move you toward your career goals.

Potential cons of job crafting? Your workplace, manager and co-workers must be open to your role evolving or a change in your job’s responsibilities. Without external support, your attempt at job crafting might end up being a flop. It also takes patience and time for your job to change into one with the attributes that you’re striving for.

Now that you’ve learned about these two trends, do you think you’ve ever adopted a job quitting or job crafting mindset in the past? If not, which trend do you think you’d be more likely to take on to shape your career? Share in the comments.

Image credits: Pixabay.com.

Work emails: Judgement required

From a formal “Dear” line and asking about your weekend, to one-word messages and emojis, to swear words and jokes that toe the line into being NSFW. There are many different approaches to how people write emails at work.

A friend and former colleague, Amanda, recently sent me a hilarious video from CBC’s TV show, Baroness von Sketch, on the topic of work emails. It’s a tongue-in-check look at how people can interpret emails differently. View it here or click on the following image:

The manager in this video is at one end of the spectrum when it comes to email etiquette. She is informal and unprofessional in emails, and expects staff to act similarly. Although her unprofessionalism is taken to the extreme because it’s *~hilarious~* in the sketch, it’s also relevant for work emails in the real world.

“There’s nothing wrong with throwing in an ‘exclamaysh’… It lets people know that you’re not gonna skin us alive.” – Baroness von Sketch.

Let’s think about what a real professional work email looks like. In my opinion, it includes a clear subject line, a greeting (such as “Hi Mary,”), short sentences and concise writing, one exclamation mark at the most if required, a clear request or action item, finished with your name and email signature. Don’t forget to proofread. Pretty simple!

As a general rule-of-thumb, being professional (or “profesh”) in emails is important. Why?

You may know the person you’re sending an email to, but others CC’d on an email thread – either immediately or in the future – may not know you as well and may not interpret an unprofessional tone in a favourable manner.
An attempt to be informal or to make a joke could be risky, because emails lack the nonverbal cues that often make jokes land as intended.
An email may be filed for future reference. It would be unfortunate to have an unprofessional email as part of a thread that’s in an official record.
Whether you’re starting out in your career or are a seasoned veteran in an industry, email is a tool that helps communicate the type of person you are and your work style. Using a professional tone communicates that you’re polished, dedicated to quality and serious about your career.

That said, know your audience. If you’re emailing a close contact at work, it could be appropriate to include something lighthearted and funny in your email – just make sure it’s suitable for work, and that the recipient will interpret it clearly. Showing your personality is an important part of fostering positive interpersonal relationships with colleagues.

What guidelines do you use for work emails? Please share in the comments.

Thanks again to Amanda for inspiring this post!

Image credits: Pixabay.com; cbc.ca.

Stand out with these 3 traits

A resume can get your foot in the door when you’re looking for a job. But, oftentimes hiring managers want a new hire to fulfill criteria that can’t be expressed on paper. Why? These traits will help hiring managers ensure that the candidate will benefit the organization in ways that go beyond just fulfilling their role.

What are employers looking for when they hire someone new? Emily Heward, co-founder of branding agency Red Antler, explains the top things she looks for in the video from Inc.com, available here.

What are the three traits she looks for?

Enthusiasm about your industry, your work and the company
The ability to ask thoughtful, challenging questions
Kindness

You can demonstrate these traits to a potential employer in different ways. Try:

Before even applying for a job, consider scheduling an informational interview with someone at the organization
Carefully crafting a tailored cover letter (learn more about that here)
Mindfully conveying these traits in an interview
Sending a thank you email or hand-written note after an informational interview or formal interview

Do you agree with the top traits that Emily Heward suggests? What other ways could you express these traits? Please your thoughts in the comments.

Image credits: Pixabay.com; Inc.com.

Can a strong personal brand help you land a job?

I’ve recently posted about the importance of cultivating your personal brand. ICYMI, your personal brand is the image or impression that you can establish about yourself in the minds of others so that they can easily identify what makes you unique, and what you’re considered the go-to expert or resource on. This group includes colleagues, contacts in your network, your employer or potential employers.

While I know that personal brands are important, I’m always on the lookout for new research and information. I recently came across a CBC Radio Spark episode that revealed that personal brands aren’t the ultimate predictor of career success.

The episode featured an interview with anthropologist Ilana Gershon of the University of Chicago. Gershon wrote a new book called Down and Out in the New Economy. In the interview, she explained that a shift in the relationship between employer and employee has resulted in the way that we present ourselves as “businesses” in the job search.

“We are imagining ourselves as a bundle of skills, of assets… that we’re constantly having to manage, and we’re also supposed to be continually enhancing them.”

Ilana Gershon

Gershon studied how people find work in today’s job market. I was surprised to hear that although job searchers are routinely told to work on their personal brands, Gershon found no evidence this was effective with hiring managers.

What made a difference? Sixty-one per cent of people got jobs through workplace ties and references.

Note that this study was conducted across many different industries. In certain industries (for example, PR and communications), personal brands may hold more clout and be a worthwhile investment of your time. Further, your personal brand may make an impact with others in an organization, beyond only the hiring manager.

What can we take away from this finding? Your personal brand is important. But it’s not necessarily going to be the deciding factor that gets you hired.

This confirms that there are other items to consider. For example, your connections, years of experience, skillset, understanding of the industry, education and designations play a role. Your portfolio, resume, references and interview skills are critical as well.

So, it’s beneficial to be well-balanced. Spend time thinking about and cultivating your personal brand in a way that works for you. But, also invest in the other elements of your professional and job search skills.

How do you stand out in the crowd of job seekers?

Image credits: Pixabay.com; cbc.ca (Ilana Gershon).

If you have nothing nice to say…

Have you ever been asked by a former co-worker to speak about them to a potential employer? I think it’s an honour to be asked to be a reference because I feel it demonstrates they think highly of me and our work together. In fact, I was recently asked by an old co-worker to be a reference, which makes this topic quite timely for me.

In the past, it was commonly thought that a reference can either say positive things about a co-worker, or speak in neutral terms and confirm the person worked at an organization, in a certain position and completed specific tasks. A reference wouldn’t speak negatively, even it if was the truth. This avoided the risk of the job applicant claiming the reference cut their chances of getting a job.

A recent court case turns that belief on its head.

The National Post reported on the verdict of Ontario defamation lawsuit in which a man accused his former boss of badmouthing him to a potential employer, costing the man the job. The candidate’s interpersonal skills were his downfall when the former boss was asked about them. The reference reported that the candidate insulted his team and acted like an “intellectual snob” in his former role. However, since the reference spoke truthfully and verified the report with other staff so that it was not grounded in opinion alone, the judge in this case found that the old boss was justified in his actions.

This finding brings a few things to light…

For job candidates: If you’re looking for a new job and thinking of who you will put forward as a reference, make sure you had a positive experience working with them. Ask their permission and take the time to share the attributes of the new job to prepare them for the call with the hiring manager. Glassdoor provides a good summary of all the tips to consider.
For references: It’s possible to speak negatively when asked about a potential candidate as long as you’re being honest. It’s important to be self-aware, objective and unbiased when giving a negative report. A hiring manager can most likely see through a biased report, tarnishing their opinion of your feedback.
For everyone: This is a keen reminder to always try your best. Treat others with respect, whether it’s your manager or anyone else you work with.

Thankfully, I’ve never been in the position of needing to give a negative report when a hiring manager has called regarding a reference. And, if you’re curious, the old co-worker who I recently provided a reference for landed the new job. (Congrats!)

What do you think? Could you give negative feedback if required when being a reference? Share in the comments.

Image credit: Pixabay.com.

Managing career challenges: Lessons from Sheryl Sandberg

I was inspired by an interview on CBC Radio’s The Current with Sheryl Sandberg, author of the bestselling book Lean In. As a seasoned strategic business person, Sandberg is well-suited to provide career advice, so I was interested to hear her professional advice.

But this interview addressed a different issue. Sandberg talked about her new book, Option B, which discusses how she dealt with the death of her husband, Dave Goldberg. She talked about how she and her children faced the loss and how she learned to turn grief into joy. She was candid and provided personal anecdotes.

I thought about how the lessons she shared can apply when facing professional challenges. The research and advice that went into her book has far-reaching applications, beyond the type of personal loss that Sandberg faced.

You might find that you’re faced with a professional “option B” if a project has failed, you’ve been laid off or lost your job, or you’re struggling to adjust to a new job. Since work is the biggest stressor for Canadians, it’s likely that any of these work-related situations were to occur, the effects would be far-reaching into one’s life.

The three take-aways that apply to these types of professional situations include:

Build your resilience – The ability to endure tough times is an attribute that can help one both professionally and personally, as with Sandberg’s experience. Sandberg describes a key step in building her resilience as when she and her children set out to play and enjoy a favourite board game, despite their feelings of grief four months after he passed away. Continuing to perform and be productive when faced with a professional challenge, no matter how small, is important for building your ability to be resilient. Making a resiliency a habit will be beneficial in case you face adversity in your career.
Your feelings are impacted by your actions – By changing your actions and your circumstances, your feelings often follow suit. For Sandberg, her feelings of grief changed over time after actively learning how to manage her grief. Facing a professional challenge may evoke feelings of anger, frustration, stress or anxiety. However, taking actions to find solutions can alleviate these feelings. Seeking advice from a mentor, dedicating your time to managing a poorly-performing project, or making (and abiding by) a job search action plan are all positive actions to take.
Rebuild your confidence – After facing a challenge, you might lose confidence in doing things that you once excelled at. For example, after returning to work after bereavement leave, Sandberg lost confidence in her work. She confided in her boss, Mark Zuckerberg (Facebook’s founder), that she felt she wasn’t performing as she once did in meetings. She reported that told her, “you said two really important things today and here’s what they were. He built me up.” This example demonstrates how small steps (such as speaking up in meetings), getting feedback, and engaging a trusted support network are important for building confidence.

Have you read Option B?

Are there any other lessons from this book that apply to a professional setting?

Image credit: cbc.ca (Matt Albiani/Penguin Random House).

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