Feb 6, 2009 11:59 am US/Mountain
Need A Job? Learn To Market Yourself
Good Question: How Can You Stand Out in the Job Market?
Written by Alan Gionet
DENVER (CBS4) ―
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Justin Becker wears his shirt that is a marketing tool for ... himself.
CBS
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Good Question, a regular part of CBS4 News at 10 p.m., is an opportunity for Alan Gionet to drill past the basic facts of a story and give it some depth & perspective. See more Good Question reports.
Justin Becker is hoofing it from restaurant to restaurant downtown.
"I've never been without a position, my entire life since I was 14 years old," he says.
He's trying to stay positive about the situation he's found himself in since his family's restaurant closed and he lost his general manager position. It's been almost 6 months.
"You've got to be able to do the conventional method nowadays of doing the email and interviewing but you've also got to be able to get on out there in the streets and say this is who I am, this is what I do and this is what I'm going to bring you."
But there simply aren't enough jobs to go around. He's been told stories of management recruiters getting calls from restaurant bosses who aren't looking for people to hire, but asking for help in finding a position for trusted managers they've had to lay off.
It's not good in most of America's cities. The Labor Department reported this week that jobless rates climbed in 363 of 369 large metropolitan areas in December.
He wants to stand out. Here are a few ways that might help him.
Do research
One of the few places with jobs these days is the University of Colorado Hospital. Employment manager Mame Fuhrman says know before go.
"Research the organization, know a little bit about the organization, their culture, their mission their values, so you can incorporate that into the interview."
Just about anyone can research the organization over the internet, but you can go beyond that.
Pick up the phone and call someone. Even someone you don't know.
"Even just the receptionist has a lot of information about the jobs and the organization."
Do write a short resume
One of the big problems says Kyle Stone in the career services center at the of the University of Denver's Daniels College of Business is that people start the wrong way.
"The best way to introduce yourself to a job opportunity is by a one page resume. That gets to your top tier of your background, your skills and your experience and your accomplishments."
Stone does executive and career counseling for MBA grads. Too many people, he says, write resumes that are far too long to catch the eye of a busy hiring manager.
"The statistics say that today's reader does not spend more than about 15 to maybe 20 seconds scanning a resume."
Think of it as a tease, he says. You want them to call you for more information.
If a potential employer wants a longer resume, you can have that standing by.
Do market yourself
"It's a personal marketing plan. The candidate is the product if we think of it that way. Be able to leverage accomplishments, achievements and results," says Stone.
"That's a proven track record that works very well in an interview, more so than saying I have had responsibility for such and such."
In fact, with so much competition for jobs these days, just about everyone can list responsibilities on their resume.
"Responsibilities don't prove accomplishments and results, but accomplishments and results do prove you have responsibility."
You need to convince the company or organization that you have a track record of bringing in profits or achieving results.
You need to describe to the potential employer how you will do that in the short, medium and long term.
Yes it's possible and these days even probable that you're overqualified. They may ask you.
"Let them know, 'I know I'm overqualified for the position but I also know that I'll do a great job and I'll be happy here,'" says Fuhrman. "I recall an interview where I said point blank to someone, 'You're very overqualified for this position,' and she actually said, 'That's OK, I'm going to do a great job.'"
And it worked, Fuhrman says. She hired her.
At the end of the interview it's always fair to come with questions of your own, but don't bully. You are there to help, not to make demands.
Stone says ask "Is there anything in what we've talked about today in my materials or my candidacy that would prevent us from moving in our next steps together?"
The interviewer, he says, is forced to answer yes or no.
"If they say yes there are some things that bother us, that kind of concern us about your background, get them out on the table right now and address them real time with the individual before they become something that will disqualify (you)."
Don't
Fake it. They can tell.
These are often people who interview job candidates all day long and you can't put much over on them.
"Sometimes they're not that interested in the position and it comes out. So you need to be interested in the position and enthusiastic and positive about it," says Fuhrman.
Watch what you're asking. Fuhrman has had people ask if the distance is too far to travel. "They don't want to come out and say it, but they keep asking questions about the hours and what if I'm late?" Guess what that tells the interviewer.
And cover up. It's better to play it safe when it comes to fashions.
"Sometimes I think they see an outfit on the Bold and Beautiful and they think it's appropriate for an interview -- a little too much cleavage," says Fuhrman. That may be appropriate for some jobs -- but probably not the one you want.
(© MMIX CBS Television Stations, Inc. All Rights Reserved. This material may not be published, broadcast, rewritten, or redistributed.)
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