Career Feed

How Not to Fail

Image representing Seth Godin as depicted in C...Image via CrunchBase

Seth Godin has a great list of questions/project goals that can be used by any successful person to define a project.  I'm going to use them for a presentation I'm giving tomorrow:

  1. Whenever possible, take on specific projects.
  2. Make detailed promises about what success looks like and when it will occur.
  3. Engage others in your projects. If you fail, they should be involved and know that they will fail with you.
  4. Be really clear about what the true risks are. Ignore the vivid, unlikely and ultimately non-fatal risks that take so much of our focus away.
  5. Concentrate your energy and will on the elements of the project that you have influence on, ignore external events that you can't avoid or change.
  6. When you fail (and you will) be clear about it, call it by name and outline specifically what you learned so you won't make the same mistake twice. People who blame others for failure will never be good at failing, because they've never done it.



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Marketing Job Search Tips


Image representing LinkedIn as depicted in Cru...Image via CrunchBase

Have any career tips for new college grads? I'll be participating in a School of Management mentoring event at Binghamton University and thought I'd pull together some tips and observations for those participating in the events.  Many are based on resumes and interviews received this year.

Here are some of my initial thoughts:

Multiple resumes are received for every position.  The first thing an interviewer thinks when reviewing a resume is "give me an excuse to reject this person" while at the same time hoping that they'll find the perfect candidate.  Don't provide that excuse.

Advice for Grads:

Preparation/Getting the Interview:

1. Create a keyword rich Linked in Profile.  Only use a business photograph that best reflects who you are in business.

2. Use technology to your advantage.  New sites are being launched every day that can provide an edge when looking for an entry level job in marketing or one that requires more experience. 

LinkedIn: Create a keyword rich profile.  Monitor who is looking at your profile and adjust to align profile with desired job search.

Jibe, which matches your connections on social networking platforms such as Facebook and LinkedIn

Twitter - follow the followers of companies that you would like to interview with.  See what they are saying and ask for their help.  Look at tools such as TweetAdder to build your follower list.

Image representing Twitter as depicted in Crun...Image via CrunchBase

3. Be the job before you apply for the job. Do you have a blog that focuses on your area of interest or at least demonstrates the ability to write. Build your blog with interviews via services like HARO to interview key executives and build your editorial. If applying for a marketing position, read the blogs of thought leaders such as Seth Godin, and follow trends in the industry via Advertising Age, Mashable and TechCrunch. Read the great authors such as Ogilvy, Aaker, Trout & Reis, Hopkins and the many others listed on this blog.

4. Market Yourself. One candidate that wanted to work for Harper Collins published Facebook ads that targeted individuals that mentioned publishing in their profiles.

Image representing Facebook as depicted in Cru...Image via CrunchBase

5. Tips When English is a Second Language: Have a native English speaker review your cover letter and resume. First, if applying for a job in the United States, try and craft your letters to American English.  While this may not be a problem, there is no downside to a well written letter.

Also, understand that Americans use different criteria for interviewing than may be used in your native country.  For example, average and academic achievement may be all that matters in some countries, while in the United States, academic achievement is balanced with personality and cultural fit into the organization.

6. Don't rely on your academic major alone - companies are looking for skills such as literacy, your ability to lead, the ability to have a conversation with a customer and the ability to understand a customer. Analytical skills are particularly valued with those that have a combination of analytics, and the ability to interact with customers rising to the top. If your major doesn't match the job, explain why - such as majoring in sports marketing when applying for a mainstream marketing position.

What ever you do, don't look like you just happened to decide on your major, and you just happened to apply for the job because it is similar to your major.

7. Avoid language that is over used in cover letters: Every candidate is "eager" and "ready to hit the ground running." Candidates all have marketing classes, or those that are switching fields will give it 100%.  The answer to all this is so what.  Answer the question as to why you are uniquely qualified for the position.  If you can't answer the question, work on your credentials.

Great cover letters differentiate the candidate. Does it reflect the research you did on the company and the position?  Are there links to things you may have done that distinguish your application from other candidates? Keep it short, to the point, and remove any language that just takes up space.  Also, be sure to sell yourself on both your cover letter and resumes.  It is common for companies to ignore the cover letter in favor of just the resume.

8. Use the 3/30/3 rule: The interviewer will take 30 seconds to decide if your resume warrants top of the pile status for further review.  Intrigue at the beginning of your cover letter and resume.  The reviewer will then re-review the resume for about 30 seconds to see if their first impression was right. If it was, they'll take another 3+ minutes to decide if you should move on in the process.  Plan with this type of thinking in mind.

During the Interview

1. Be Prepared.  Although cliche, review the company's website, the interviewers background on LinkedIn, and anything the interviewer wrote.

2. Do a keyword analysis of the company's home page and pages that link off the main navigation.  The terms used in the keywords (on Firefox, you can see the keywords by clicking view - source) should be at minimum understood and at best, worked into the conversation.  Type these keywords into Google and see what competitors appear. (A good interview question is to ask why the company ranks lower for certain important keywords).  If applying for a position, integrate some of these keywords into your resume and LinkedIn profile.

Google also offers a free keywords tool where you can enter a website URL.

General Tips:

1. It's not all about you, it's about the company that is hiring you.

For example, don't start with:" an opportunity that can challenge me as an asset and augment my ambition with fruitful diligence", "this would be a dream come true",

2. If using email, provide 1 or 2 lines that can be read in under 5 seconds as to why the reader should review your background.  Attach both a resume and cover letter which states your case.

3. Make sure files have uploaded properly and are not currupted.  Be careful how you label resumes, avoid using words like "new", "newest" (both are real cases)

4. Followup Frequently: People are busy and easily distracted.  Followup frequently to determine where you are in the process. If you can, use each follow-up as an opportunity to reinforce the quality of your credentials and your fit for the position and company

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Linked In to Your Profile

Image representing LinkedIn as depicted in Cru...Image via CrunchBase

One of the benefits of having a LinkedIn profile is being able to count the number of times your profile has been looked up by others (here's the latest from my profile):

Your profile has been viewed by 8 people in the last 7 days

After speaking with a friend that is looking for a new position, it became clear how imporant it is to optimize your LInkedIn profile.  In fact, by enriching her profile with high demand keywords, she was able to double the number of profile views.

The benefits for her were numerous including more profile views, more recruiter calls and for those recruiters that do call, a better match between resume/history and the positions being sought.  A good source for traffic or keywords is Google itself.  ONe simple approach is to type in the word "marketing" if this is your speciality and type the letter "a" as the start of the next work.  Underneath the search box, Google will suggest the most typed in word - the one that has the highest demand.  In this case it is Assistant, one of the most searched keyword combinations.

9-26-2010 1-16-12 PM
All for now..Need to adjust my profile.

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The Millionaire in the Mirror

The Millionaire in the Mirror: How to Find Your Passion and Make a Fortune Doing It--Without Quitting Your Day Job is one of those self help career books you pick up by chance and then learn from for a lifetime.  The author, Gene Bedell, is an accomplished entrepreneur and executive coach who provides insight into how to join the top 1% of earners.   It is true to its' "look in the mirror" approach where Mr. Bedell forces the reader to take an honest look at where they are in their career and then provides advice on how to redirect their energy.

The premise of the book is simple.  You need to have clear long and short term career objectives that turn you into a "heat seeking missile" toward achieving "outstanding success".  This is defined as someone who has significant influence in their field and/or has achieved earnings in the top 1% of all Americans.  Top earners equate to $40 million over a lifetime.  The book provides practical advice on how to deliver on the recommendations made and provides the encouragement to change. 

Reading Millionaire in the Mirror at this time of year was both troubling and exhilarating.  Troubling because it forces you to face up to missed career opportunities (particularly when I was trying to relax by the pool during my Florida holiday break), but exhilarating because there is always corrective action you can take today.

The The Millionaire in the Mirror has had a profound effect on the way I am going to be focusing my energies in the New Year and for the rest of my career.  I highly recommend it for anyone looking to set short and long term career objectives.  It should be required reading for every college graduate.