When the question comes to marketing themselves, the most common refrain is that their resume does not get any attention or responses from their targets where they have sent it for consideration. When I ask them how they have constructed their message, I get puzzled looks and many sheepishly admit that they have merely documented what they have done in their jobs that they held to create a chronology of their past. By doing so, they have resigned themselves to continuing their past, albeit perhaps in a new role.

Herein lies the problem!

When the job market gets tighter hiring managers are looking for someone who can bring a new set of eyes and skills to the open jobs. Sometimes, the jobs do not even have to be open for you to be considered for a position. How? Not all jobs are identified in any company and many do not even know how they could structure new positions in a dynamic and uncertain economy to position themselves better. Here, you can define something that a company may be interested in and present it as an opportunity that the company can pursue to its advantage!

To be able to get such attention you MUST craft a message that is more than merely documenting your past and compiling an inventory of your chronological assignments in the past jobs. In fact, sometimes what you have merely done in the past can get in the way of your advancing yourself in a beneficial way.

How?

Unless you can show that you are much more than your past assignments you are consigned to the fate of all those who treat their resumes as merely a vehicle to document your past. This means that you want your future to be an extension of your past.

If you are lucky!

Why not command your own future with a message that is forward looking and that excites the reader to consider you as someone who is positioned differently from everyone else?

How is this possible?

The most dramatic example of this possibility is what Barrack Obama has done in his campaign. Here is a person who has barely got into his first Senate term, with little or no political experience, someone who has never drafted any significant legislation, who is from a minority community, who has admitted to using drugs, who has never served in armed forces, whose name raises doubts in some people’s minds about his origins and loyalties, and who has never had any executive experience. He systematically starts his campaign to run for the highest office in the country. With his current momentum I would not be surprised if he becomes our next president.

How did he do it?

1. By focusing on the future and capturing people’s imagination. If he had relied merely on his resume (his past) he would not have got even to the first base!
2. He told his story through his books and speeches. You can do that, too! Instead of writing dry bullets on your resume about what you boss told you to do and how you did it, tell your reader why you did what you did and how well you did it (a story of your leadership)
3. Be persistent. Keep your message on target and do not waver from it. Capture the readers’ imagination by telling stories about your leadership and by showing what you can do that others cannot
4. Separate your resume from your message (Barrack is the best example of this) and separate what you did from who you are. The resume is not about what you did but it is about the message that you want to send as to who you are!
5. Be authentic in all that you convey and project. Without that authenticity all you have is a “campaign promise.”
6. Keep tinkering. Keep your message fresh and relevant. Keep trying to gather feedback and update your message.
7. Synchronize your message: your resume, your cover letter, your campaign, and your actions must all be in synch for others to believe in you!

No matter how tough the job market is there are always jobs and there are always opportunities that companies are trying to exploit. In fact, in tough times there are more opportunities than most realize!

Now go and conquer them!

Looking for a job is tough even when times are good. In a deteriorating economy it provides new challenges. But, then it also provides you new ways to differentiate yourself and stand out from the crowd. As a career coach I repeatedly encounter some behaviors that get in the way of clients being seen favorably by those who encounter them. Here, I am not talking about your job knowledge or your ability to overcome adverse chemistry with the hiring manager, but I am talking about many simple things that can make you stand out from the crowd. Here is a list:

1. Always write a great cover letter in response to all “A” jobs that you want to pursue.
2. Send your response in the required manner (Website, email, or whatever they have stated in the job posting) and, in addition, send it by some differentiated way to the hiring manager (US Mail, FedEx). You can even have it forwarded to the hiring manager internally through someone you know.
3. Follow-up after a week and remind the hiring manager of the way you had delivered the response (“My package had a picture of the Statue of Liberty on top”). It is a memory jogger!
4. When you send an email (to anyone) make sure that you completely identify yourself. It is best to have your complete name, email address in parenthesis next to your name, phone number, and even a clever tagline that defines you! This way if the recipient wants to call you right after they get your email they can simply pick up the phone and contact you. Even as a career coach I get over 300-plus emails every day. The ones I respond immediately are the ones with all these parameters I just listed. Others, I wait until I have time to look up who they are and their contact information. Hiring managers receive much more traffic because their regular job is not just to hire people! Make it easy for them to contact you
5. Make sure that you have a personal greeting on your voice mail. Most have their mobile devices as their primary contact point. Most of these devices, too, come with a generic greeting identifying just the telephone number and nothing else, in a robot-like voice. Take the time to record your own personal greeting in your own voice and completely identify yourself. I cannot even tell you how many times when I call a telephone number that I get this generic greeting, leaving me to wonder if reached the right person or I simply misdialed. Not doing this makes you look lazy; not a good thing!
6. When you have the first phone (or subsequent) interview try using the land line. Mobile connections are notoriously unreliable and you may lose key parts of your conversation with the interviewer. Even portable or cordless phones are not a good choice because they are noisy and can dropout when the power is out.
7. Always send a thank you note after each interview (even phone). The note should also have some additional points about the interview to fortify your position.
8. For important interviews send thank you notes by Mail. This is so rare that people will remember you, just for that!
9. Do not leave an interview without knowing what the next steps are and holding that person accountable. “So, if I do not hear from you on Monday, I plan to call you on Tuesday. What is a good time?”
10. Be positive, enthusiastic, and cheerful during each encounter. Even on the phone it is easy to “read” a person’s mood on the other end.

It is not that difficult to incorporate all of these habits into your life! Try them all and see how much difference it makes in how people respond to you!

Good luck!

Whenever I mention to my clients, who are going after open jobs, to write cover letters in their response I get incredulous looks and an insinuation that I am hopelessly out of date and impractical. Why? They have heard from many recruiters that cover letters are a waste of time because no one reads them!

Wrong!

Yes, recruiters see thousands of resumes and their job is to winnow the stack to a few and present them to the hiring manager for further action. Typically, recruiters spend from three to 20 seconds scanning a resume and then making a decision about the resume. A cover letter takes time away from this. Beside, most (90% of the applicants) do not know the real function of a cover letter and how much impact it can make in the hiring manager’s mind about your candidacy.

In all my writings about resume design I categorically state that a resume is not about you, rather, it is about how what you have to offer aligns with the job that you are pursuing. If the resume is about the job, then the cover letter must be about the company and the hiring manager’s pain!

Right on!

Most applicants, typically, summarize their credentials in the top part of the cover letter and in the bottom, they copy and paste the key attributes from the job description. The final line in the letter is typically a claim of how well-matched the two narratives are and hence their qualifications for the job!

Only a fool would fall for this trick. To make a cover letter mean anything to the reader (the hiring manager) it must have the following elements:

1. A clear statement of what you bring to the job and why that is going to be important to the hiring manager
2. A clear understanding of the state of the industry, the company, and the specific pain points of the department where you would be hired. How can one get all this information? If you are on top of what is going on in your own area of expertise the first two items are not that difficult to glean from the research that you can do. Now, for the specific hiring manager’s pain you must make some inferences from the available information and by talking to your network embedded in the company. All you need to make is a plausibility argument, not a forensic one!
3. In your letter you must clearly show that you understand these three vital elements and that you will deliver on your promise to eliminate the hiring manager’s pain if they hired you. It is that simple.
4. The entire package must be delivered to the hiring manager by some unusual means, in addition to the regular channels (responding on the company’s Website). Sending a package by US Mail or by overnight courier usually does the trick.
5. You MUST follow-up in a week by calling the hiring manager!

A Cover letter is much like a closing argument a lawyer makes to the court before his case goes to the jury. It is the message that goes with each juror into the jury room and the one that carries most impact because of its freshness and the conviction it presents about your take on the case. Without that passion and conviction any closing argument will ring hollow!

If you are serious about a job opportunity you must send a great resume with an equally worthy cover letter and rest your case!

Good luck!

“Manners are especially the need of the plain. The pretty can get away with anything.”

—Evelyn Waugh

During many of my talks I often get asked why the world—especially the employment world—has become so impolite, even rude. When asked to amplify, those asking the question tell me that they do not get response to their emails, their voice mails are not returned, and often, the employment process looks like a black hole because of its one-sidedness!

One reason for this is that the process of sending job applications has become so easy because the Internet that most applicants do not even look at the match between their qualifications and the job requirements. So, even a very specifically crafted job posting gets a cataract of resumes and the employer is forced to screen all of them looking for a needle in a haystack. Everyone has become cost conscious so that employers are relying on their recruiters to do the screening before sorting out the wheat from the chaff. They (The pretty) simply do not have the time to respond to each request from the applicant (The plain!). There is not much one can do about this (pretty) side of the equation.

However, the other side of the equation is you and you certainly can do something about this. Here are some guidelines:

1. Unless you assess the match between the job description and your skills at 90% or more, do not apply. For gaps that are noticeable craft a great cover letter to justify sending your response. This cover letter must not only neutralize the gaps, but it must intrigue the reader to call you.
2. If you send your response that does not allow for differentiation from other responses do not expect to get any response for your follow-ups. If the opening requires a response with your resume posted in their browser’s digital window, your response in not differentiated. However, if you send an overnight package or even a package in the US Mail in addition to the required mode of response, you are differentiated. If your response is worthy of attention (you decide) then calling or emailing the recipient is worth a try.
3. When sending emails make sure that you completely identify yourself in your signature block. It must have your complete name, email address (yes again here, too) and your contact phone number in one place. This makes it easy for the recipient to call you right away if they so choose, and it shows them that you are careful about your identity. I cannot even tell you how many emails I get from my own clients simply signed “Dave” or “Sally” and I am expected to figure out who they are, look up their number, and call them; and I am not even a hiring manager!
4. Most managers do not like to return messages by phone (takes too much time); they prefer email, instead. So, if you want to get a response the best strategy is to first send an email and say that you’d call them at a certain time. Then call them, leave a voice mail and say in that message that you are also sending them another email to make it easy for them to respond. My anecdotal experience with this strategy is that the response rates jumps from less than 5% to nearly 75%! Not a bad investment to get a returned message!
5. Manners are about making others comfortable dealing with you. Hassle free interactions require forethought and an understanding of how humans manage their time in this frenzied world. This is not rocket science but considering how many “plain” folks do not get it, it is beginning to look as though that it should be!

Cultural barriers are perceived or real impediments to successfully navigating through a job search process or even doing a good job at your place of employment. They typically stem from the cultural value differences between the jobseeker/employee and those in the selection process/the chain of command. These barriers manifest as unspoken signals that a jobseeker or an employee has to intercept and overcome to conquer.

Cultural norms are real. They vary from country and culture. However, if you are conducting your search within the US, the cultures of other countries are less of a concern, although you cannot ignore them. While in the US, you are bound by the cultural norms practiced here.

First-generation immigrants can be most challenged by the cultural norms and this applies to those on both sides of the process. If you are an immigrant, you do not need to surrender your roots or identity, to integrate into the culture here. You will be better accepted, however, if you show that you are well adjusted to the norms of this society. One way to achieve this is to make sure that your own lifestyle is not too steeped into your past.

Many immigrants often socialize frequently–sometimes exclusively–with those from their own country or region, speaking their native tongue in their normal daily exchange, even at a place of business. Many speak only their own native language at home; and even watch indigenous movies. As a result, they are unaware of the gross cultural norms of this society, let alone the finer points of social etiquette. Often, they are unable to even follow colloquial English in a conversation. If you feel yourself at a disadvantage because of some of the points listed here, make serious attempts to change your habits and to try to create ones that allow you to integrate the cultural norms of this country.

The following list summarizes cross-sexual and cross-cultural barriers that can be overcome with some awareness. If you are culturally raised to treat an employer as a provider or a master, then be mindful of the following areas. These considerations apply, even if you were raised here, with the cultural norms of this country, and the interviewer holds other norms:

1. Do not hesitate to ask questions during an interview when the time is right. Do not wait till the end of the interview–you may not have time. Do not confuse being respectful with being deferential or solicitous. The latter is a matter of your attitude adopted towards someone of superior status. This also applies in your everyday work situations.
2. Always maintain eye contact with the person interviewing you or talking to you. Some cultures believe that looking directly at superiors is a sign of disrespect. In the US, not looking at someone, while talking to them is considered a sign of disrespect. If you avoid eye contact, you may come across as evasive, non-committal, or less than truthful. Do not stare; instead, use a five-to seven-second eye contact with the person, and then look away at something else, as writing notes or making a gesture. Smiling is a great aid when you are confused about how long to look at someone.
3. During an interview ethos (“I am like you”) is critical to connect with the interviewer–we can analogize ethos with personal chemistry. An easy way to strike ethos is to find as much about the decision maker, before the interview, as possible. Dressing in colors that the person favors can be a good ethos builder. Of course, for the interview, you may want to dress a bit more formally, and make a good impression. It is all right to dress a notch above the person who will see you–the main decision maker–and dress for that person. Other signs to watch are: speed with which this person talks, their gestures, and mannerisms. Of course, you do not want to mimic this person–that can be fatal–you want to make this person feel comfortable in the responses you provide. Observing the way in which speaking language and tone are used can also quickly overcome cultural barriers and even personal barriers, especially if you are able to mirror that usage.
4. If something is important to the interviewer, you might see that displayed in their office or on their desk. Take it all in, and do not make any disparaging comments, even inadvertently, about any symbols that this person may hold in high regard. Once, a candidate made a humorous comment about a particular image of a goddess that the hiring manager was displaying in her office, just as he finished an otherwise winning interview session. Her husband, who was of East Indian descent, had given her that image as a symbol of wealth and prosperity. This candidate never heard from the hiring manager again, despite a “great” interview!
5. Do not suggest any religious, spiritual, or personal preferences unless the discussion comes from the interviewer. Even if the interviewer brings it up, dodge the issue and move on by cleverly switching topics. Such discussions can be minefields and are dangerous grounds. They are illegal, but do not go there on those grounds.
6. Do not wear any cultural or religious symbols during an interview. Some cultures display elaborate body decorations on their hands, and other parts of their bodies as an omen of good luck. Avoid such superstitious practices. Do not wear ethnic clothing for an interview, no matter how elaborate. You are signaling that you have not integrated in this culture, and may come across as making a statement.
7. If you are invited to go out for a meal with the interviewer, make sure that you practice good etiquette and manners in restaurants. This is not a cultural matter, just social. Do not go out to eat but to ace the interview. Read a book on proper table manners, if in doubt. If your religious convictions make you avoid certain foods, mention that before you head out to a restaurant. Do not impose your restaurant choice on your host.
8. The overriding criterion is value. As long as you are able to clearly articulate your value and show that you are not just an applicant (of many), but also a must-hire candidate, the chances of cultural barriers getting in the way are minimal. Showing compelling value deflects any focus on minor cultural gaps that may be perceived by the interviewer(s). It may also result in minor infractions becoming a non-issue.
9. At times, the hiring manager could also be a first-generation immigrant, with yet-to-be aligned cultural norms. If they exhibit behaviors that are unacceptable to your sensibilities then you have to decide if you want to work for such a person. In such a case, you have to wonder how the company accepted such behavior to begin with, and you have to assess, if you want to be working for such an individual and the company.
10. During an interview or while working do not make any comments or jokes that refer to a particular ethnic group or culture. You’ll never know how your manager or interviewer feels about that particular group that you just made fun of. This may be a strike against you.
11. Do not confuse behaviors stemming from cultural upbringing, from those that are simply rude, boorish, and antisocial!

Do not be intimidated by cultural or ethic barriers that exist between people. There barriers are just layers below which most operate as regular human beings. As long as you treat everyone with respect and focus on your value proposition, navigating through a tough interview or doing a good job at your place of work should not be a problem.

The cover letter must, then, go a step further and proclaim to the hiring manager, “I know you and your company.” A cover letter is, thus, a personal message to the hiring manager that is grounded in company’s pain and uncaptured opportunities. Done well, such a letter, at once, differentiates you from the pack!

How does one do that? The following suggestions are offered to create a winning cover letter for a “Gold” target; “Silver” and “Bronze” targets can be addressed commensurately:

1. Find out who the hiring manager is. Use your network, commonly available databases, or some research to find out the manager’s name and the correct spelling. If this is not available, research the company (through Hoover’s) and find the senior executive listed who might be in the chain of command of the hiring manager you are targeting and address the letter to them.
2. Research why the position is open. Also research what business cycle the company is in, and any particular challenges it is facing. For example, customer defections, product recalls, slow to market, quality problems, product costs, etc.
3. Talk to the company’s customers, suppliers, and alliances to learn more about how it does business and what perceptions those who touch the company have about it. In many cases pretending to be a buyer on the market for the company’s products and experiencing the selling process first-hand can be insightful. While on this topic, also find out about customer support, warranty, and how the company deals with outsiders (you are one here!). Translate this experience in the cover letter in an actionable way, and not as a complaint!
4. Learn how to read company financials and read the CEO’s annual/quarterly statement to glean what challenges the company is facing. Also learn how to interpret SEC filings, 10-K and 10-Q, which are available for a publicly traded company from its Website. Ask your stockbroker for investor insights.
5. Use this research to draft a letter with a Point-of-View (POV) that clearly shows how, by hiring you for the open position, you will be a change agent and make the company’s pain go away.
6. Spend time polishing this draft and reduce your letter to about a ¾ page. The message must at once be cogent, concise, and compelling. Show how you intend to create change that will improve things. Do not repeat what is in the resume or in the job description verbatim. Do not make a table of “Job Needs” and “I offer” side by side. This shows a lack of imagination.
7. Send the letter, along with the résumé, in a differentiated way, as FedEx, in addition to Website submittal, especially for an “A” or Gold target.
8. Follow-up with the person to whom you sent the original response with diligence.
9. If all this sounds like much trouble, it is. And, that is the point. Very few go through this effort to send a cover letter. Those who do get attention.

10.  Yes, it is time consuming! But, then again, how many jobs do you need?

11.  For a Silver” or “B” target, show some industry insights. This way you can leverage such a letter to other similar targets in the same industry.

12.  For a “Bronze” or “C” target present your credentials without repeating what is in the resume, but in ways that gets attention. Such letters can also be used in other responses without the need to redo them in entirety.

13.  Many examples of real-life cover letters that got attention are in the Author’s The 7 Keys to a Dream Job: A Career Nirvana Playbook!

A Sample Wining Cover Letter

March 22, 2005

Mr. David T. Chancellor

Senior Vice President & CIO

GroceryChain

5918 Stab Way

Oakland, CA 99999

Dear Mr. Chancellor,

I am pleased to respond to the open position of Director, Application Development, Tracking code #422-04, at GroceryChain. I meet or exceed all your job requirements.

With the highly competitive markets in the space in which GroceryChain operates, IT can play a key role in combating inroads by aggressive super chains as Wal-Mart and Costco. Driving costs down is key in successfully establishing a brand and presence for a grocery store chain in the emerging competitive markets and then creating an exceptional customer experience. With GroceryChain’s employee growth at nearly 10 times its revenue growth, there is a great avenue to increase margins by identifying opportunities for productivity gains and automation. I see the following factors as critical to this goal:

• Constantly evaluate how the overall vision for the organization is being implemented through technology initiatives and identify opportunities that remain untapped.
• Identify where costs can be driven down through automation and develop an agenda for prioritizing this across the entire value chain
• Automate as many of the manual functions as are customer friendly, while continually evaluate customers’ preferences to provide an exceptional experience than what is expected.
• Develop a community-specific technology implementation plan that provides most productive and cost effective store operations.
• Constantly evaluate if the current technology infrastructure provides the best ROI and then recommend appropriate initiatives to make sure that this does take place.
• Develop a highly disciplined software development and implementation process that makes businesses drive technology and not the other way around.

My track record will show you how I have used my technology insights and customer/client knowledge to provide the best solutions in a very cost effective and timely way.

I am excited about working for GroceryChain and looking forward to exploring this opportunity further.

Cordially,

Nick Packard

Enclosure: Resume