Communicating Your
Value
Marketing You
Ch. 7
Wouldn’t it be convenient if employers recognized the
contributions you can make? Unfortunately, they don’t automatically
know your capabilities. It’s easier to find people with experience than
it is to find people who can think. According to Joan Farrell, Vice
President of Human Resources for Lawson Mardon Wheaton, Inc.
“Bring a good brain in the door, show that you can use it, and the rest
is no big deal.”
This chapter presents strategies on how to demonstrate your good
brain – whether you’re looking for a job, beginning a new project, or
starting a business.
• How do employers decide whom to hire?
• How can you communicate your value in
an interview?
• How can you translate academics,
internships, and work experience into
skills that matter to employers?
Tuning In to the Marketplace
The #1 goal of any company is to stay in business. Every employer wants
workers who can find ways to make or save the company money. You
must offer employers a package of knowledge and skills that contributes
to their bottom line, either through increasing revenue or saving costs.
• Use
an approach borrowed from marketing 101
Getting a job consists of marketing & selling yourself to a company.
It’s the same thing as a company’s marketing & selling products to
customers. The more you know about the company and its needs,
the easier it is to sell your benefits. Applicants with solutions to real
company needs will be the successful candidates.
How the Selection Process Works
Interviewing for a professional position, even an entry-level one, is
more complex than interviewing for a part-time job. Many companies
interview candidates 3 or 4 times and may take several weeks to
extend an offer.
1. Screening interview: Done over the phone with a personnel analyst in
human resources to determine whether you meet the basic qualifications
for the job. If you do – asked to interview in person.
2. Company –fit interview: in person – determines whether your
personality & skills match the company culture. Successful candidates are
referred to the hiring manager.
3. Hiring manager interview: second in person – with the hiring manger to
evaluate technical skills & experience related to the specific work.
4. Final selection interview: top 2-3 candidates are asked to come back fro
another interview with several people.
Human resources professionals and hiring
managers know that resumes and interviews are
only 2 ways to evaluate candidates. In addition,
many companies administer tests, request work
samples, and examine portfolios.
Selection Tests
Many employers use pre-employment test to help decide
which candidate to hire. There are different types of
employment tests:
•Personality Tests
•Task-Oriented Tests
•Problem-Solving Tests
Personality Tests: answer what is true for you regarding your
beliefs and attitudes about work. Honesty is the best policy.
Task-Oriented Test: evaluating your technical knowledge and
skills, which will be scored. However, if the response to questions is
more positive, the candidate may be hired.
Problem-Solving Tests: present a variety of situations that the
candidate may encounter on the job. Your analysis of the problem &
the way you go about solving it are more important than whether you
arrive at a perfect solution.
Demonstrating the Personal
Characteristics Employers Want
Sometimes, you will be asked direct questions about personal
characteristics such as honesty, self-confidence, and teamwork skills.
Here are 10 characteristics employers look for.
Honesty/Integrity
Interpersonal Skills
Motivation/Initiative
Strong Work Ethic
Self-Confidence
Teamwork Skills
Communication Skills
Leadership Skills
Flexibility/Adaptability
Enthusiasm
1.
Honesty/Integrity: double check the accuracy of your dates,
employers, and degrees listed on your resume. Some employers
conduct extensive background checks, including researching
criminal records & credit ratings.
2.
Motivation/Initiative: For students-internships are key. Part of
the reason is that they are so widely available that it
demonstrates a possible lack of motivation. Show motivation and
initiative in the interview by being prepared. (learn about
company)
3.
Self-Confidence: Speak with enthusiasm-no monotones.
Videotape yourself and practice. Self-confidence comes when you
are comfortable & knowledgeable about the subjects you are
talking about.
4.
Communication Skills: Your resume and cover letter
demonstrate your writing ability. The interview shows whether
you can clearly express your ideas verbally. Talk like a
professional. Don’t be afraid to ask questions for clarifications.
5.
Flexibility/Adaptability: Companies looking for flexibility and
the ability to remain calm under pressure. Share experiences that
demonstrate your ability to manage change.
6.
Interpersonal Skills: Do you resolve conflicts or create them?
Saying you are a people person, you need to give work-related
examples.
7.
Strong Work Ethic: complete projects on time & care about the
quality of their work.
8.
Teamwork Skills: they want people who can work with others.
They will give questions.
9.
Leadership Skills: you will be expected to lead teams &
influence others throughout your career. They will ask you to
share experiences about your leadership skills.
10. Enthusiasm: If you show tremendous energy, excitement, and
enthusiasm, interviewers will remember you and talk about you.
Interviewing Basics
• Before the Interview: research the company, analyze
the job description, practice your answers out loud,
develop questions you will ask, dress professionally and
arrive a few minutes before the interview.
• During the Interview: Greet the interviewer with
smile and a firm handshake, express a positive attitude,
ask good questions.
• After the Interview: follow up by sending a thank you
note, call one week after the interview for the progress,
and remember every no gets you closer to yes.
Prepared by
Group 3
Kristine
Agnes
Michael
HyeonJoo