To Be Relevant, Focus on Your Cover Letter

January 20, 2012

A resume is probably the most overrated tool in a job search. Yet it is the thing most people obsess on.

Here’s the harsh reality:  your resume by itself will not get you a job. In fact, it probably will not even land you a job interview.

Think of your resume as a reference manual and your cover letter as a sales brochure. The owner’s manual in the glove box of a new car won’t sell the car. Likewise your resume won’t effectively sell you.

A reference manual contains the features, or the basic facts describing a product. Your resume is your reference manual which contains the facts of your brand—where you have worked, the job titles you’ve held, the education or training you’ve received and other such items.

Your cover letter, on the other hand, is the sales brochure written to capture the interest of a hiring manager. Properly written, your cover letter will make your resume relevant to the specific needs of a prospective employer.

Your cover letter should talk about the benefits you offer, not your features. A one-page letter should paint a picture that helps a potential employer visualize the benefits of having you as part of the team.

You’ve probably obsessed long enough on your resume. It’s time to create a compelling cover letter that will really sell the brand hidden beneath the features listed on your resume.

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These ideas on personal branding were originally presented during two workshops I conducted for the Nonprofit Leadership Alliance. The sessions were attended by current and aspiring nonprofit leaders who came from across the nation for the annual Alliance Management/Leadership Institute, the nation’s largest leadership development and networking symposium for students, faculty and nonprofit professionals. —DH


To Be Relevant, Convert Features into Benefits

January 19, 2012

Good sales people know the difference between features and benefits. Knowing the difference often separates those who make the sale from those who concede defeat to a competitor.

Likewise, effective job seekers know the difference. Sadly, though, most people looking for a job focus only on their features when they should be talking about the benefits they offer.

So what’s the crucial difference?

  1. Features Tell. Features are the plain facts, the list of items on your resume that describe you. Features are bits of basic information about who you are—your previous job titles, the responsibilities you carried and the education or training you received.
  2. Benefits Sell. Benefits are features that have been converted into relevant information. They describe why a feature is important.

To convert a feature into a benefit, begin by asking So what? For each feature, ask: So what? Why is this information important? How is it relevant? Why should anyone care about that?

Converting a feature into a benefit can seem overwhelming, but it’s simply reframing a conversation so you are talking from the perspective of an employer.

Never throw out a feature and then leave it to a prospective employer to make the right assumptions about why it is important. You must describe how the feature will actually benefit him or her. As you’re talking about benefits, you’re actually making promises. In effect, you are telling a prospective employer, “Here what I can do for you.” That gets attention.

Think about how you are selling yourself. Do you consciously convert features into benefits?

While your resume probably focuses more on features, your cover letter provides an opportunity to bring to life the benefits of your personal brand.

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These ideas on personal branding were originally presented during two workshops I conducted for the Nonprofit Leadership Alliance. The sessions were attended by current and aspiring nonprofit leaders who came from across the nation for the annual Alliance Management/Leadership Institute, the nation’s largest leadership development and networking symposium for students, faculty and nonprofit professionals. —DH


To Be Relevant, Know Your Brand

January 18, 2012

Before you sell something, you must thoroughly understand the product you are selling. Likewise, in a job search, you must know your brand (yourself) before you can sell yourself to a prospective employer.

Begin by creating a clear picture of who you are, where you’re going and the impact you can have in the workplace. This requires quiet, thoughtful contemplation, so don’t rush the process.

Several years ago when I lost my job as a marketing professional, I began my job search by spending quality time in a re-branding process. Though I love everything digital, I deliberately went “analog” for this planning exercise. I took a journal and a fountain pen to a local coffee shop. Journaling is a magical practice for tapping into a deeper creative consciousness.

There in the coffee shop, over several sessions, my brand came into focus as I wrestled with answers to questions that were easy to ask but surprisingly difficult to answer.

Questions I Asked Myself

The foundation for my introspection was laid by a series of questions such as:

  1. Who am I?
  2. Where have I been?
  3. What have I done?
  4. Where am I going?
  5. What can I do?
  6. Why would someone hire me?
  7. How am I different than other candidates?

Wresting with these questions proved to be invigorating and I gained the momentum necessary to find an incredible career opportunity.

In your job search, you may be tempted to hurry through the planning stages. If you do, I predict you’ll flounder later.

Keywords Describing My Brand

As part of my planning process, I also brainstormed a list of  keywords that defined my brand. I made a lengthy list of what I perceived my brand to be. I pulled keywords from my resume and cover letter. I also listed the phrases others used when describing me, my performance and my reputation.

Make a list of at least 25 keywords that define your brand. Go for quantity and make the list as lengthy as possible. In a later post I’ll describe how to focus this list so you can differentiate yourself from your competitors. For now, though, be creative without unnecessary editing or critiquing.

In the early phases of a job search, my advice is to become very conversant on the basics of your brand—who you are, where you’re going and what you’re looking for.

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These ideas on personal branding were originally presented during two workshops I conducted for the Nonprofit Leadership Alliance. The sessions were attended by current and aspiring nonprofit leaders who came from across the nation for the annual Alliance Management/Leadership Institute, the nation’s largest leadership development and networking symposium for students, faculty and nonprofit professionals. —DH



How to Be Relevant in a Competitive Job Market

January 17, 2012

In a job search, if you are not relevant you are obsolete.

Technology, ideas and even workers lose their relevance when they fail to provide value to the end user.

As a job seeker, you become relevant to prospective employers when you remember it’s all about them, not you. You may be proud of your degree, your experience or your community activities. Potential employers, however, will not share your enthusiasm unless they can somehow see how your credentials will make them more successful in their jobs.

Assume that a potential employer is selfish. He or she is not looking to do you a favor by rescuing you from the vast sea of unemployed swimmers. No, your next employer will only be interested in hiring you if you can contribute to his success.

Being relevant means that your resume, cover letter, LinkedIn profile, interview answers and all communications focus on what you can do for THEM, not what they can do for you. Like it or not, it’s all about them, not you.

Three ways to be more relevant are:

  1. Know your brand. You must thoroughly understand yourself—the “product” you are trying to sell.
  2. Convert features into benefits. Remember, it’s all about them, so phrase everything in the context of why they should care about the information you share.
  3. Focus on your cover letter. This is your “sales brochure” where you talk to potential employers about their world, their success and how you you can help them win.
Remember, you are relevant to a potential employer only when you focus on what they need, not on what you want.

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These ideas on personal branding were originally presented during two workshops I conducted for the Nonprofit Leadership Alliance. The sessions were attended by current and aspiring nonprofit leaders who came from across the nation for the annual Alliance Management/Leadership Institute, the nation’s largest leadership development and networking symposium for students, faculty and nonprofit professionals. —DH

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Personal Branding — How to Stand Out in a Competitive Job Market

January 16, 2012

If you’re looking for a job, you face fierce competition. How can you stand out from the rest of the pack? What can you do? I have three words of advice. You must be:

  1. Relevant. If you’re not relevant, you are obsolete.
  2. Different. If you are not differentiated, you are not marketable.
  3. Findable. If you are not findable, you do not exist.

That was the premise of two workshops on personal branding I led this month for the Nonprofit Leadership Alliance. The sessions were mostly attended by university students who will soon be entering the turbulent job market. Hundreds of students, along with their faculty representatives, came from across the nation for the annual Alliance Management/Leadership Institute, the nation’s largest leadership development and networking symposium for students, faculty and nonprofit professionals.

Following is the structure of the workshop, and also the sequence of the upcoming blog posts where I will elaborate on my suggestions for personal branding.

1. How to Be Relevant in a Competitive Job Market

A. Know Your Brand

B. Convert Features into Benefits

C. Focus on Your Cover Letter

2. How to Differentiate Yourself in a Competitive Job Market

A. Know Your Competition

B. Create a Unique Elevator Speech

C. Blend Personal and Professional

3. How to Be Findable in a Competitive Job Market

A. Want to Be Found

B. Expand Your Digital Footprint

C. Share Your Content Online

I enjoy leading workshops and writing blog posts, not so much because of the wisdom I might impart, but rather because of the conversations that ensue. I learn from others.

Collectively we are all smarter than any of us individually, so I welcome your thoughts on any of these topics. Tell me what you think.


What’s In Your Sacred Bundle?

December 25, 2011

According to legend, Indian tribes in North America preserved their heritage by telling campfire stories, illustrating them with symbolic items stored in sacred bundles.

sacred bundle contained significant artifacts from the tribe’s past, and tribal elders were responsible for sharing the stories associated with each item. Contents likely included a feather, arrow fragments, a pipe or other such relics symbolizing the tribe’s history.

Today, every organization, every family and every individual would benefit from having a sacred bundle. Each has a heritage, a culture and a history worth sharing and preserving. Below are three examples of sacred bundles within my life.

My employer

I work for the American Red Cross, an organization replete with stories depicting our rich, 130-year history.

Stories are shared about our founder, Clara Barton. We also hear stories about how individuals such as Walt Disney and Ernest Hemingway once worked for the organization. Tales of their involvement have been passed down from generation to generation.

In recent years, major disaster relief efforts have provided ample opportunities for our “tribal elders” to share stories that help relative newcomers like me to better understand our history, our culture and our tradition of helping people.

In the office building where I work, many of our walls are decorated with authentic Red Cross posters from the World War II era. Just off the main lobby you can visit our archives room where valuable artifacts from our past are displayed. There, in our “sacred bundle,” we display old uniforms, lapel pins and brittle newspaper clippings. We even have an old, wooden bureau trunk that once belonged to Gen. William Sears, Clara Barton’s field agent and private secretary. These historical items help to provide ballast for the collective memory that shapes the heritage of our organization.

My family

In our family we have several sacred bundles. On a bookshelf in our family room we display a few items that belonged to my late mother. In our hallways we proudly display family portraits and wedding photos.

My wife collects figurines. Although she has a sizable collection, she does not strive for quantity. Rather, each figurine represents an important person or event in our family’s history. Carol can make our heritage come to life as she recounts the memorable events surrounding each figurine in her display cabinet.

Myself

In an obscure corner of our basement, I store my sacred bundle. Inside are artifacts important to me, items that remind me of various points along the pathway of life’s journey.

A couple of times at special family events, I have passed around the items in my sacred bundle. As my children handled each relic, I regaled the entire family with the stories about events that have made our family a family.

Among the items in my sacred bundle are:

  1. A silver dollar that was in my pocket the night I asked a beautiful young woman to spend the rest of her life with me. To this day, that coin reminds me of the importance of marriage and the commitment I made so many years ago.
  2. A master office key from a former employer. That key reminds me of the fleeting status and authority I once held as a prince in a distant and ephemeral corporate kingdom. Though important at the time, the perks of that job now seem trivial as I look at my career in the bigger picture. Yet the key reminds me of where I came from in the journey that has brought me to where I am today.
  3. A pocket knife given to me by my grandfather on my 13th birthday. The knife was not new at the time. My grandfather himself had carried the tool in his own pocket. To me, it represents those things—mostly intangible things—that have been passed down from generation to generation.
  4. Other miscellaneous items in my sacred bundle include a bookmark, a small rock and a fountain pen. Each carries special memories. Someday I will include other symbolic items such as the LiveStrong wristband which, for the past seven years, has never left my wrist and constantly reminds me of the importance of good health.

The beginning of a new year prompts us to look forward, anticipating whatever God has in store for us during the coming months.

The end of the year also provides an opportunity to reflect on our journey so far. In these chaotic, turbulent times, we can find purpose and meaning as we share the memories preserved in a sacred bundle.

You have memories and stories that need to be told. What’s in your sacred bundle?


Things I’m Thankful for that I Once Took for Granted

November 22, 2011

In my younger days I obsessed on things I did not have, focusing both eyes on what was missing in my life. I believed I could achieve success by setting goals and then working hard to fill the voids, to reduce my deficits and ultimately to obtain more possessions.

Now I’m wiser and realize I have always been surrounded by vast abundance. Though it sounds like a cliché—especially at Thanksgiving time—I have so much to be thankful for, including the following items that are so obvious I have tended to take them for granted:

  1. My mom. Okay, I never took mom for granted, yet I assumed she would always be there. Just two years ago, mom sat at our Thanksgiving dinner table. She shared stories, told jokes and inquired about each of our lives. She was a great mother and I always knew that. Only since her unexpected passing, though, have I become fully aware of how thankful I am for the profound influence she had upon me and my family.
  2. My eyesight. I never thought much about my vision until a melanomic tumor on my retina claimed the use of my left eye. I share that information not out of self-pity—I don’t feel sorry for myself and neither should you. Quite frankly, I don’t spend much time thinking about what I’ve lost. Instead, I focus on what I still have—vision in one eye that allows me to drive, to take photographs and to enjoy the beautiful world surrounding me. For that, I am truly grateful. Read the rest of this entry »

How To Be Intellectually Curious

November 13, 2011

Last week I participated in a lively, invigorating conversation with a roomful of university students. I was privileged to be the guest speaker in a class studying administration in nonprofit organizations.

The instructor gave me a heads-up that the class was highly motivated so I’d better “bring my A game.” She promised I’d be impressed with the students’ intellectual curiosity.

Intellectual curiosity? Coming from a teacher, that’s a pretty high compliment. I was eager to find out what she meant.

Sure enough, the students electrified the classroom with their galvanizing intellectual curiosity. For more than an hour we talked and learned from each other. I even made written notes on things they taught me.

In the days afterward, I kept asking myself how one becomes intellectually curious. What are the characteristics? To answer that question, I mentally stepped back into the classroom to remind myself what transpired there. Here are three things I observed:

  1. They asked good questions. The students were genuinely curious. They asked probing, insightful questions to explore and illuminate the world around them. Though they were mature young men and women, they retained a magical, childlike curiosity. If moving into adulthood means they will someday have more answers than questions, then I hope those students never grow up. Read the rest of this entry »

Three Reasons I Love the Rule of Three

October 25, 2011

The “rule of three” has long been a favorite of storytellers, writers and public speakers.

The rule is based on the premise that three things clustered together are often more effective than things grouped in other numbers.

In childhood we heard stories about three mice, three little pigs, Goldilocks and the three bears, three musketeers and three stooges. In school we studied the three branches of government. We read drama structured in three acts. Many of us learned how the rule of thirds helps compose an interesting photograph.

Today, as a working professional, I love the rule of three for these three reasons:

  1. I can focus. In a cluttered world, the ability to focus and prioritize has become rare. I can always clarify my thinking when I brainstorm ideas, make a lengthy list of options and then select the three most important items on the list.
  2. I can organize. For complex projects, I often identify three main categories around which I can create additional structure. For each of the three priorities, I create a hierarchy of related tasks. The structure of the resulting action plan looks similar to those outlines we developed in high school English class to map an essay.
  3. I can remember. When speaking in public, I can readily recall three major topics without relying upon written notes. When being interviewed by the news media, I can remember to stay on message when I have three key points to make. When meeting an important business contact, conversation flows more naturally when I focus on three discussion topics.
I have found countless ways to apply the rule of three, but these three are especially relevant: Read the rest of this entry »

Why the Good Old Days Seemed So Good

September 23, 2011

This weekend I will be missing my high school reunion.

There in the brisk, rarefied air of Colorado, my former classmates will come together on the site where we once ruled the world. All weekend—especially late into Saturday night—my friends will reminisce about those Camelot years, that special time we now call “the good old days.”

I wish I could be there for three reasons. First, I really like the people I went to high school with. Second, I would find it reinvigorating to relive those special days that were filled with so much fun. Finally, I feel a need to defend my reputation when Kenny, the quintessential storyteller, regales our alumni group with wild stories that are always embellished and often fabricated.

Yes, those were the good old days, and they were good for the following reasons:

My selective memory

I am certain those high school days were not as wonderful as they now appear when relived through filtered memories and creative storytelling. Having a selective memory helps me to forget the bad and focus on the good. I prefer it that way.

To make today one of tomorrow’s “good old days” I will deliberately focus on the positive and minimize thinking about whatever might be lurking in the dark, sinister shadows.

Read the rest of this entry »