ST. IRENAEUS CAREER TRANSITION PRESENTATION
®
“USING EMPLOYER-CENTRIC POSITIONING TO LAND YOUR NEXT JOB”
Curtis Brooks
March 2010
1
ECP represents the evolution of job search differentiation: From
“Best Person” or “Specific Value” to “Thought Process”
®
“Employer-Centric Positioning”
The Next-Generation Job Search & Interview
Methodology
Pre-1990’s
Demonstrate you’re
the best person for
the job
1990-2009
Demonstrate your
specific value to the
employer
2009 & Beyond
Demonstrate the thought
process leaders require
2
Establishing the logic for a new approach:
First, understand the challenge.
Most hiring processes are implemented by the
Human Resources department to manage two dynamics:
Drive Efficiency in the Hiring Process
Job requirements very detailed
(search for keywords, etc.)
 Screen only for perfect matches
 Non-published opportunities
 Employer not listed with published
opportunity
 Form-driven applications
 Limited responses to applicants
 Faceless contacts
 Telephone interviews

Mitigate Risk
Developed a process to identify highrisk candidates
 Internal candidates always have an
edge
 Referred candidates have an edge
 Hiring manager doesn’t want to
challenge the status quo
 Collaborative decisions
 Candidates judged on ability to
answer ‘difficult’ questions

3
Today’s job environment exacerbates your challenges…..
Most hiring processes are established by
Human Resources to manage two dynamics
Drive Efficiency in the Process
Mitigate Risk
…As a result, today’s hiring processes are structured
to reward
the ideal candidate
on paper.
 Job requirements
very detailed
Develop a process
to identify high(search for keywords, etc.)
risk candidates
 Screen only
for perfect
Internal candidates
have an
This
drivesmatches
the level offrustration
in thisalways
room,
 Non-published
but isopportunities
equally frustratingedge
to organization leaders.
 Referred candidates have an edge
 Employer not listed with published
opportunity
 Hiring manager doesn’t want to
challenge to status quo
 Form-driven applications
 Collaborative decisions
 Limited responses to applicants
 Candidates judged on ability to
 Faceless contacts
answer ‘difficult’ questions
 Telephone interviews
4
Nearly every company is organized
around this straightforward Thought Process…….
Business Dynamics
• Economy, Competition,
Trends, Globalization, etc.
drive…
Customer Requirements
which dictates..
Strategic Agenda
supported by…
Projects & Initiatives
executed by…
Individual Employees
• Value, Usability, Service,
Functionality, etc.
• Innovate, Improve Customer
Sat, Market Share, ROE,
Productivity, Growth, etc.
• Prtfolio Mgmt, LEAN, SAP,
Gap Analysis, Product Dev,
CRM, etc.
• Implement, Support,
Manage, Deploy, Launch,
Design etc.
5
How Do We Know this thought Process
is Important to Employers?
6
One significant publication validates employer’s shift in
the thought process for assessing your capabilities
Book Excerpt
“Mission-Driven Interviewing doesn’t
start by trying to describe the kind of
person you think could effectively
perform the job you’re trying to fill – in
fact, it doesn’t start with the job at all.
Instead, it clings tenaciously to Steven
Covey’s second habit of highly
successful people: “Begin with the end
in mind.” In this case, the “end” refers to
the mission of the organization, which –
when coupled with the mission of the
position – establishes a solid foundation
upon which the interviewing process is
built.”
7
One significant publication validates employer’s shift in
the Thought Process for assessing your capabilities
Book Excerpt
“Mission-Driven Interviewing doesn’t
start by trying to describe the kind or
person who you think could effectively
perform the job that you’re trying to fill
With “Mission-Driven
Interviewing” you’ll
– in fact, it doesn’t start with the job at
never again haveall.
toInstead,
answer
thetenaciously
question;
it clings
to
Steven Covey’s second habit of highly
successful people: “Begin with the end
“Where Do You Want
to InBethisincase,
Five
in mind.”
theYears?”
“end” refers
to the mission of the organization,
which – when coupled with the mission
of the position – establishes a solid
foundation upon which the
interviewing process is built.”
8
It’s Critical to Showcase Appreciation
for this Thought Process ……
 Fundamentally differentiates
 Is consistent with;
 the way companies are organized to
execute
 the management principles most
professionals must adhere
 More impactful
 Allows candidate to;
 gain access to key officials
 better demonstrate transferable skills
 Have a much more productive
conversation in an interview setting
9
The structure of most job search introductions
are a variation of the following…….
I’m____________ .My job search is oriented around
opportunities in __________or _________
Introduction
My recent background includes 10 years at XYZ
Corp. where I was responsible for
the______________ and _______________. During
my tenure I was recognized for
improving____________ and growing the
___________by ___%. Prior to XYZ, I was employed
for 5 years at Acme. There I was awarded for stellar
performance in _________. Both roles leveraged a
degree from State U, where I graduated at the top of
my class
Explanation of
personal experience
I am seeking to use my experience in an environment
that requires an experienced professional with the
drive and determination to make a difference…….
Blah blah, blah, I>>>>>>>>>>
Personal
Objectives
10
What Does an ECP Introduction Look Like?
“Over the past 8 years Miller Brewing has been
operating in a flat market due to intense
competition. The company realized it must gain
market share to meet growth objectives.
Accordingly, Miller has undergone an extensive
turnaround plan by seeking to dramatically cut
costs & reduce inefficiencies, This effort
challenged the company’s business functions,
particularly information systems, because the
applications that support the business provided
management with key operational information.
This information resided in different ‘silos’ across
the organization. In order to provide visibility to
the data, sr management launched a series
projects to consolidate disparate data.
My role in the context of those projects was to
ensure those projects were delivered on time/on
budget ……
….. My name is Joe Smith and my career objective is
to be employed in environments with similar
demands to Miller
11
How to Use The Thought Process in Your Campaign
Steelcase
•
•
•
•
•
Economy, Technology, Globalization,
Green, Decrease in White Collar Jobs,
Healthcare Reform.
Simplicity, Performance-oriented, value,
environmental friendly, flexible design,
technology-enabled, “inspirational”products
Grow the business, restructure, adjacent
new markets, differentiated approach,
integrated solutions, reinvent industrial
model
LEAN, global supply chain, product
platforms, reinvent SG&A , consolidate
functions, reinvent processes, leverage
technology
Lead financial planning, reporting, accounting, and business
analysis. Applicant will ensure all financial reports and
analysis comply with appropriate accounting principles and
company policies, accurately reflect condition of business,
and provide reliable information necessary to control
operations. Also, lead monthly financial reporting, quarterly
forecasting, and budgeting processes.
Ford Motor Company
•
•
•
•
Economy, Technology, Globalization,
“Green” movement.
Performance-driven cars, value,
environmental friendly, flexible design,
technology-enabled.
Grow the business, restructure, change
model mix, differentiated approach,
integrated solutions, reinvent industrial
model
New product platforms, overhaul
expense management, Integrated global
supply chain, consolidate business units,
reinvent key processes, leverage
technology
Improved financial status by analyzing results and variances;
identifying trends; recommending actions…...
Increased productivity by developing automated
applications; eliminating duplications; coordinating…..
Provided information to management by assembling and
summarizing data; preparing reports for…..
12
The Key to Making the Career Transition
Draw the parallels here…
…………not here!
13
The Problem: Countless Obstacles to Ensure You Don’t
Communicate The Required Thought Process
Most hiring processes are implemented by the
Human Resources department to manage two dynamics:
Drive Efficiency in the Hiring Process
Job requirements very detailed
(search for keywords, etc.)
 Screen only for perfect matches
 Non-published opportunities
 Employer not listed with published
opportunity
 Form-driven applications
 Limited responses to applicants
 Faceless contacts
 Telephone interviews

Mitigate Risk
Developed a process to identify highrisk candidates
 Internal candidates always have an
edge
 Referred candidates have an edge
 Hiring manager doesn’t want to
challenge the status quo
 Collaborative decisions
 Candidates judged on ability to
answer ‘difficult’ questions

14
ECP simply applies best practices of
‘Business-to-Business’ marketing to a job search campaign
Challenge
Identifying the
Right
Opportunities
Capturing
Interest
Making An
Impression
Finding
Common
Ground
B2B ‘Best Practice’ Tactics
Applicability for Job Search
Extensive due diligence
Use
multiple sources for intelligence
Develop segmentation strategy
Identify the
Stimulate demand
Don’t
Solutions establish credibility
Thought process
Focus on business unit directors
Stay
Provide only what’s necessary
Outline your
Understand the Big Picture
Communicate
Control the session
Propose
Elevate the rhetoric
Provide
Start with the conclusion
Redefine
Validate & Re-validate
Maintain focus
Outline Implementation Plan
Provide
ideal employers
wait for published opportunity
establishes credibility
away from HR
value in context
Employer-Centric
outcome-oriented language
Positioning
an agenda
content to support agenda
your value
on employer’s agenda
action Plan
15
ECP can be applied verbally, hard copy, or delivered electronically.
PowerPoint is ONE potential format, and has certain benefits
PowerPoint helps structure logical arguments. The format ensures;
Brevity,
Specificity,
Clarity,
all of which enhance information transfer
Graphics enable complex ideas & topics to be more clearly communicated
(Hint: Your background is complex)
PowerPoint graphics help tell a story
The format is very easily modified and customized
Research suggests a visual with less information but more expressive lasts
longer in the mind than a series of statements
16
Appendix
17
The Objective of the Summary Illustration







Summarizes, in a succinct manner, your background &
experience to keep the focus on the employer (which
is what’s really important)
Helps transition the story from them,….to you, and
back to them
Eliminates the conversation of the circumstances that
explain your current situation
Summarizes your “plan”
Sets up a story that aligns your direction to theirs
Positions your potential role – “in context”
IT’S NOT A CONVERSION OF YOUR RESUME TO
POWERPOINT!!!
18
Campaign Critical Success Factors

Your strategy will largely be dictated by your sense of urgency

Don’t get too “Prescriptive’ too fast

Concentrate on developing a campaign for one particular industry and/or
company size.

A campaign should be managed to one of two conclusions;


“We’ve received your information, reviewed, discussed internally not
interested”…..or
“We’re willing to arrange to meet at some point to discuss further”

Avoid the analysis/paralysis trap.

Resist the temptation to get creative with PPT. Restraint is a HUGE
differentiator.

The story you tell must be logical and stand on its own.
19

Don’t abandon ECP too soon. Have faith in the logic.
Managing the Resume Request

First, realize it’s usually a REFLEX request, similar to “send me a brochure”.

“Have not yet prepared“

“Alternatively I have developed a document which is much more relevant and
will generate a more productive conversation for both parties.”

“In a resume’s absence would you accept an application?”

“The document I forwarded is a better reflection of how I work”

If employer continues to insist on resume, do you really want to work there?

Re-emphasize your thought process in all follow-up communications.
20
Sample Intelligence Sources for Research
Service
U.S. companies
Foreign companeis
Public
Private
Free
CEO Express
X
X
X
X
X
Business.com
X
X
X
X
X
DowJones Interactive
X
X
X
X
X
Lexis
X
X
X
X
X
Westlaw
X
X
X
X
X
Company Sleuth
X
X
X
Free EDGAR
X
X
X
EDGAR Online
X
X
10K Wizard
X
X
X
Liv EDGAR
X
X
X
X
Disclosure/Primark
X
X
X
Dun & Bradstreet
X
X
X
X
Hoover's Online
X
X
X
X
X
Thomas Register
X
X (Canada)
X
X
X
Wall St. Res Net
X
Kompass.com
X
Fortune 500
X
Fortune Global 500
X
Forbes 500s
X
Standard & Poor's
X
Eurobase
X
X
X
X
X
X
X
Fee
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X (for now)
Not determined
X
X
X
X
X
X
X
BizWeb
Not determined
Choice Point
X
CourtLink
X
X
X
X
Yahoo!Finance
X
X
X
X
X
X
21
Email Campaign Tactics

Personalize every message. -- They must know immediately that the email was written just for them. Highlight a triggering event. Reference a
referral.

Always cc the assistant. Consider a large distribution list.

Never use the terms “job” or “resume”.

Keep it short and sweet.
You have less than 20 seconds to capture their attention. After the first
couple sentences, they decide if they'll delete it, forward it or respond.


Most executives perform a quick scan of their messages in the preview
window before opening them. If your message is longer than this, make it
shorter.
The attachment must have a compelling title
22
Email Campaign Example
(Initial Correspondence & Response)
From: jerry.liuin@smarttuition.com
To: jilltreas@hotmail.com
CC: agoberger@smarttuition.com; jloglci@smarttuition.com; tsmber@smarttuition.com
Subject: RE: Jerry, eager to help Smart Tuition compete more effectively with Sage Software
Date: Thu, 21 Feb 2008 11:51:50 -0500
Hi Jill
Please call our Senior Vice President, Nathan Foreman, tomorrow on his direct line at 646-555-2719.
We thank you for your interest in Smart.
Best Regards
Jerry Liuin
Executive Vice President-Sales
From: Jill Munville [mailto:jilltas@hotmail.com]
Sent: Thursday, February 21, 2008 11:06 AM
To: jerry.liunin@smarttuition.com
Subject: Jerry, eager to help Smart Tuition compete more effectively with Sage Software
...I will contact you tomorrow morning to follow up on the attachment.
Jill Munville
23
Final Thoughts








®
If it’s about YOU, it’s NOT Employer-Centric Positioning…
…it’s also NOT a conversion of your resume to PowerPoint
A major objective is to create quality interactions vs. quantity
The documents will not differentiate in a stack of resumes,
because ECP doesn’t belong in the stack!
ECP takes practice, you will not develop the skillset to present
yourself in context overnight.
In launching your ECP campaign, recognize you may temporarily
sacrifice existing momentum in your search.
“Micro-managers” rarely respond to ECP
Want proof ECP works?; Billions of dollars of business
transactions are founded on the exact same principles everyday.
24
Curtis Brooks
cbrooks@themagisgroup.com
586-419-1202
25