VisualCV Blog

New Dimensions in Career Networking: Creating Your Visual Portfolio

By Jennifer L. Hay, CPRW

A resume simply isn't enough in a competitive job market. Getting your resume noticed is tough enough. Getting an interview is even harder. The internet offers networking opportunities - LinkedIn, Plaxo, etc. - but even they don't seem to capture the attention that you need to get a foot in the door. So what does it take to get attention? In a highly visual, multi-media world, it makes sense that a visual portfolio of your abilities and accomplishments is at least part of the answer.

To find the entire answer look at three things: a well-crafted resume, an active professional network, and a multi-media portfolio. A solid resume is important. It highlights your strengths and summarizes your accomplishments. Networking is essential to find opportunities and to get your resume in front of the right people. But these may not be enough in today's IT job market. You can gain advantage by making use of all the available tools, and by using them in ways that each complements the others. Add depth and expression to your resume by using a multi-media platform such as www.VisualCV.com. VisualCV brings your story alive by capturing enthusiasm for your profession and pride in your accomplishments. It goes beyond one dimensional text to create a rich and expressive three dimensional multi-media portfolio.

VisualCV supports all forms of multi-media and is flexible in design, layout and functionality. Its advantages are many. It has a user friendly interface that lets you create a multi-dimensional portfolio of your achievements using a combination of multimedia—images, text, audio and video. VisualCV is not intended to replace your resume nor duplicate it. Its purpose is to add value to the highly summarized accomplishments on your resume. Just as an artist or actor uses a portfolio of mixed media to present their work, an IT professional needs a mixture of multi-media to best highlight their achievements.

To understand why this is so important, let's look at a significant change in resumes over the past few years.  Resumes have transitioned from being a list of responsibilities to being results based using specific facts and measures. Employers are more interested in qualitative and quantitative results, and less so in generalized tasks and responsibilities. Of the two, 'quantitative' - increased product sales by 35% or reduced costs by 25% - is easier to represent in a standard resume format. But when you've re-architected a company's technical infrastructure it becomes a challenge to measure quantitative results and to describe qualitative results within the constraints of a resume.

I love stories and I have just the right one to illustrate my point. While working with a client to rewrite his resume we discussed one of his projects for a backup and disaster recovery plan. We came up with a description that did a good job of highlighting his accomplishment and making a connection to business value.

• Created a worry-free backup and disaster recovery (BDR) system. Used existing software to design a new BDR system that virtualized server image and acted as failover production server. Seamless transition and fault-tolerance delivered uninterrupted business services.

What it failed to capture was the smile in Jonathan's voice as he described the many challenges he overcame. He was happy that his BDR system had already demonstrated its value to the business but as a techie he was thrilled with all the cool technical stuff he was able to do. I know because I could hear it in his voice. Imagine the impact when his prospective employers can also hear the energy, excitement, and enthusiasm.

Decide what multimedia works for you

So if you're convinced, how do you get started with your VisualCV? It is free to create an account, but that's the easy part. Creating content is the real work to be done. Approach your VisualCV as a communications project. You'll want to communicate your qualifications to a particular target audience. Determine with whom you want to communicate and precisely what is it that you want them to know. Once you identify the audience and the message, then it is time to craft a highly-targeted message. You'll find the raw material for the message in your experiences, projects, work products, presentations, articles, papers, etc.  Finally, consider the time and commitment that you are prepared to make in creating and maintaining a VisualCV. Time is a significant factor when deciding which format to use.

Visuals
Out of all your material you're almost certain to find some great visuals. Information technology is rich with visuals of all shapes, sizes and purposes. Charts, graphs, diagrams and models are all representative of IT deliverables. They have the ability to capture understanding with a minimum of confusion and misinterpretation; their primary purpose is to communicate clearly, succinctly and quickly. They are as necessary a communication tool as language. Amongst your images you'll find such things as a system architecture, data model, business process model, database design, and performance optimization technique—whatever you illustrate in performing your job that demonstrates your ability to create unique, innovative and effective solutions. 

Video
You can link directly to articles and papers that you've written but to simply post a document without explanation is not as effective as including an audio clip with images. If you have images, you can add audio with a minimum investment of a microphone, and recording/editing software. With attention to quality and an enthusiastic and engaging voice you'll add impact to your message.

I have a sample recording that illustrates all the advantages I've described. It was recorded by a friend and colleague whose voice lights up and quickens when he discusses cause and effect on data governance programs.

The most time and resource intensive project you can create is a video that combines your face, your voice and other visuals you may have. For the excellent storyteller it's a persuasive mixture of multi-media that is difficult to resist. It provides full value for those willing to make the commitment to time and effort.

I am one of the few people who didn't own a camcorder until late last week. Over the next several days I quickly progressed from complete novice to having the minimum skill necessary to create, edit and publish a video. It was a painful experience that would have been less so had I read through the documentation rather than moving forward with the attitude, “I can figure it out.” I'll assume that many of you already have videographer experience. I do have one statement of caution. Creating a video using your face, your voice and your images will be tremendously harder than you can imagine. I suggest that you start with an incremental approach. Select a project that uses only images and audio because it will be easier for you to complete. Once flush with your success you can consider the more difficult task of creating a video.

What now?

Once you've created a VisualCV that captures your skills, talents, experience and accomplishments, you'll need to be proactive about driving traffic to your page. The adage of 'build it and they will come” could not be less true. Take advantage of every opportunity to market yourself.

1. include the link as part of your email signature,
2. add your unique VisualCV url to your business cards,
3. add the url to your LinkedIn and other social networking profiles,
4. include a link on your web site,
5. add the url to you resume or specifically reference your VisualCV in cover letters,
6. send your VisualCV link directly to colleagues and prospective employers,
7. apply for jobs listed on the VisualCV site

Summary

A standard resume that describes your accomplishments in a compelling manner is one part of your professional portfolio. But as a standalone document it is not nearly enough. There is too much competition for highly desirable IT jobs to rely on your resume to serve all purposes. A resume is one-dimensional - it shows your skills and experience but it doesn't show you as a whole person. Your VisualCV represents you in your entirety and gives you the opportunity to shine. If you take the time and effort to create a multi-dimensional presentation of yourself as a professional.  Then market yourself, and the benefits will follow.

Come see my multi-media VisualCV and let me know what you think.
http://www.visualcv.com/jenniferlhay

Are You and Your Executive Brand Digitally Distinct?

By Meg Guiseppi, CPBS, MRW

Have you self-Googled lately? Are you in the habit of routinely Googling "your name" to see how the results stack up? You should be.

In executive job search, having accurate, on-brand search results associated with you is critical these days. Recruiters and hiring decision makers rely on online searches to uncover and qualify candidates for the very jobs that may fit you perfectly.

If they can't find you online, they may never find you, and you may never get the chance to be considered for those jobs.

Conversely, if they find anything to discredit you, you're probably dead in the water, too. But don’t worry. You can work to build up positive results which will push those disreputable ones down to page 3, 4, or lower of results for your name, rendering them ineffectual. But remember that nothing on the Web is ever permanently deleted.

William Arruda and Kirsten Dixson, Reach Personal Branding founders, broke out 5 possible online profiles in their book Career Distinction: Stand Out By Building Your Brand:

Digitally disguised

Your vanity search does not match any web pages. There is absolutely nothing about you on the Web - you have no online identity. You’re hidden from those who may be looking for you.

Digitally dissed

There is little on the Web about you, and what is there is either negative or inconsistent with how you want to be known – your personal brand.

Digitally disastrous

You have plenty of search results, but they have little relevance to what you want to express about yourself. Results for others sharing your name may be in the mix, too.

Digitally dabbling

There are some on-brand results for you. Even though there aren’t many results, the information about you is relevant and on-brand - nothing negative. From here, you can easily move to the next level.

Digitally distinct

There are lots of results about you that reinforce your brand – the right message about you is out there. You’re among or approaching the superstars in the world of online identity. But your work isn't done. Google results can (and do) change overnight. You need to keep an eye on your online identity and keep building up the good stuff. There’s always room for improvement.

To quickly run your own digital check-up, try the Reach Personal Branding’s Online Identity Calculator. It’s a nifty little tool to assess how strong your online presence is.

When you take the quiz, you'll be asked to type "your name" in a Google search and note the total number of search results, how many are NOT about you, and how many accurate, on-brand results ARE about you in the first 3 pages.

Among the 7 questions provided, you're asked which statement best describes the career level for which you are aiming:

    ■    University/College Student or Recent Graduate
    ■    Entry-level (1-5 years' experience) or Individual Contributor
    ■    Manager with 5-10 years' experience, Director, Consultant or Small Business Owner
    ■    VP, Highly-regarded Consultant or Acknowledged Thought Leader
    ■    C-level Executive, Partner, Board Member, Celebrity, Renowned Consultant or Expert

When you submit your answers, your digital ranking compared to the expected number of accurate results for the career level you chose is revealed – digitally disastrous, digitally distinct, or somewhere in between.

My results showed I made it to the top. After taking the quiz, this note popped up:

Congratulations. You are digitally distinct!

This is the nirvana of online identity. A search of your name yields lots of results about you, and most, if not all, reinforce your unique personal brand. Keep up the good work, and remember that your Google results can change as fast as the weather in New England. So, regularly monitor your online identity. That way, if something negative, such as an anonymous ad hominem attack on your character on a blog, crops up, you can address it quickly, before it gets out of hand.

The quiz is free and takes about 5 minutes to complete. The results can be eye-opening and impel you to get busy. And if you “pass” the quiz, you’ll be given the code for the “I’m digitally distinct” badge to place on your website or blog.

Need some help building your online brand identity and positioning your unique value proposition? Check out my compilation of blog posts, 15 Best of Online Brand Identity and Social Media.

© Copyright Meg Guiseppi, 2009. All rights reserved. Used with permission.

A C-level/Senior Executive Branding, Online Identity, and Job Search Strategist, Meg Guiseppi loves collaborating with forward-focused corporate leaders to define their unique value proposition, demystify the new world of executive search, and strategically position them for job search acceleration. She is one of only a handful of career professionals to hold both the Reach Certified Personal Branding Strategist and Master Resume Writer credentials. Meg is also a Certified VisualCV Creator and Certified Professional Resume Writer. For a wealth of insider tips on personal branding and executive job search, visit her Executive Resume Branding Blog/Website. Follow Meg on Twitter.

Tune In To the True Measure of Your Executive Brand

By Meg Guiseppi, CPBS, MRW, CPRW

Gen-Y personal branding expert Dan Schawbel has said:

“You are the chief marketing officer for the brand called you, but what others say about your brand is more impactful than what you say about yourself.”

William Arruda, personal branding guru and founder of Reach Personal Branding, puts it this way:

"Your personal brand resides in the hearts and minds of those around you."

With many career successes, you may be well aware of your unique value proposition in the job market, but your own assessment of yourself is just one opinion and may not tell your entire brand story. Soliciting feedback from those around you will help you more precisely distinguish your top brand attributes and uncover your authentic personal brand.

What better indicator of your greatest strengths and assets than what those who work with you day to day have to say about you? They’re in a position to know how you use your strengths to make things happen and benefit the company. They’ve seen you in action many times, tackling impossible challenges, re-engineering failing operations, driving bottom line profitability, etc.

An extremely useful practice when developing your personal brand, getting feedback is also a big confidence-booster as you move forward in a job search. Who doesn’t need that?

Here are a few questions I have my executive clients ask the people around them:

■    What do you feel are my greatest strengths that have most benefited the company and others?

■    What was my most important contribution to the company?

■    What things do you know you can always rely on me to deliver?

■    What would you say are my top personal attributes that define how I make things happen?

■    What did you learn from me that helped you do your job better?

As we go over their input, we start seeing consistencies. Often to a person, certain personal attributes and strengths shine through. Combining that information with my client’s own assessment, we’re able to validate and crystallize a personal brand message that differentiates them from their competition and will resonate with their target audience.

I think you’ll find that the people around you will be happy to tell you what a positive impact you’ve had on the company’s success and their own careers. Their feedback will give you a deeper appreciation of what differentiates you from others doing the same work and help you nail your promise of value to your next employer.

You may already have some written recommendations from the people who know your work. Do you have any relevant LinkedIn recommendations? They can be very telling. Also, pay attention to how people introduce you to someone new. Their brief intro probably contains important nuggets.

Extend the value of this exercise:

■    Create a high-impact job search document for your career portfolio – a reference dossier with accolades. More powerful than a typical list of professional references with their contact information, this document includes short quotes from your references.

■    Lead your career biography with a quote from someone who knows your work firsthand – a compelling attention-grabber that immediately generates chemistry.

■    If you haven’t already, ask these people to transform their input into compelling LinkedIn recommendations for you.


For more help in building your executive brand, see my series of blog posts, Best of Personal Branding Strategies, Lessons, and News.


© Copyright Meg Guiseppi, 2009. All rights reserved. Used with permission.

A C-level/Senior Executive Branding, Online Identity, and Job Search Strategist, Meg Guiseppi loves collaborating with forward-focused corporate leaders to define their unique value proposition and strategically position them for job search acceleration. She is one of only a handful of career professionals to hold both the Reach Certified Personal Branding Strategist and Master Resume Writer credentials. Meg is also a Certified VisualCV Creator and Certified Professional Resume Writer. For a wealth of insider tips on personal branding and executive job search, visit her Executive Resume Branding Blog/Website. Follow Meg on Twitter.

6 Creative Ways to Stand Out in the Job Search!

By Peggy McKee

Can’t get an interview?

Can’t get past the first interview?

Are you demonstrating the levels of commitment, drive, tenacity, skills and organization employers want?

Here are 6 tried and true ways to separate you from other candidates and be the candidate everyone wants to hire:

1.  Preparation = SWOT Analysis:

SWOT is a strategic planning tool.  It stands for Strengths (attributes helpful to achieving the objective), Weaknesses (attributes harmful to achieving the objective), Opportunities (external conditions that will be helpful to achieving the objective), and Threats (external obstacles or conditions that will harm the process).  Look at the picture–it helps.  Doing a SWOT analysis on the company demonstrates your drive, commitment, and skills, along with helping you create a better 30/60/90-day plan.   Click here for advice on how to do one and avoid mistakes.

2.  30/60/90-Day Plan :

A 30-60-90-day plan is a short, 1-3 page outline for what you will do when you start the job.  Essentially, you spell out for your future employer, in as little or as much detail as necessary, how you will spend your time–in training, learning company systems, introducing yourself to customers, and your initial plan to build sales.  It demonstrates exactly how you’ll be an asset.  A 30/60/90-day plan is an almost-guaranteed way to impress any hiring manager or hiring team.If you absolutely can’t get an interview, you could try e-mailing your 30/60/90-day plan to the sales manager.  It’s an attention-getter, and it could be the key to get you in the door.

3.  Video or Audio Communication:

Send the interviewer an audio of video clip of yourself.  Keep it short and sweet, and make sure you’ve checked lighting, background, and sound quality.  One idea:  Structure it like an elevator pitch–what can you do for the company and why can you do it?

4.  Brag Book :

A brag book is a folder/ binder that you can use during your interview process to clarify your skill sets.  It can include letters of recommendation, “attaboy” notes (or any notes commenting on what a good job you’ve done), staff ranking, annual reviews (if you include some, include them all), rewards letters, your resume, types of equipment you’ve used or marketed, certifications or other educational courses, any financial or PowerPoint presentations, copies of articles you’ve written, brochures you’ve helped develop, and a college transcript (though ONLY if you’re just getting out).  Here’s a link to a video that explains more.

5.  References :

It’s critical that you have winning references.  Some people believe that references never get called, but they do.  You should know how to choose a good reference, and know with stake-your-job-on-it certainty what they will say about you.  You can (and should) even coach them beforehand, to help them tailor their answers to the job.

6.  Follow-up/Thank You Notes :

Don’t underestimate how important thank you letters are in the job interview process.  Everybody “knows” they’re critical, but unbelievably, not everyone writes them.  Thank you letters accomplish several things:

• They get your name in front of the hiring manager one more time.
• They are your last chance to package yourself as the best, most qualified person for the job.
• They are polite, and manners count. 
• They can be an example of your ability to take in information (the interview) and process and provide feedback or new ideas about whatever the problem was. For example:  “I thought about your concerns about how to handle xyz delivery issues, when I was a product manager at ABC corporation, we used………”

(See what I mean?)

Handwritten thank-yous are nice, but e-mail thank yous are fast.  Sometimes, hiring decisions are made quickly, so a timely note can be critical.

I know these things will help you become an outstanding candidate!

If you need more personalized help, please see my custom consulting page.  If you’re really having trouble, a fresh pair of expert eyes can point out issues or problems that are keeping you from getting the job you want.

Peggy McKee is the owner and founder of PHC Consulting, a medical sales recruiting firm well known for providing top candidates for sales, management, marketing, and technical support positions in the biotech, life science, laboratory, and diagnostics industries for the last 10 years.  In addition to placing candidates in some of the most prominent healthcare companies in the country, Peggy also provides custom career coaching to jobseekers in all areas of sales.

Is looking for a job after a layoff like dating after a divorce?

By Lindsay M. Allen, PR blogger, “No Poetry; Just PRos(e)” 

Brace yourselves, job seekers; I’m about to say something that may seem a bit wacky ... but if you stick with me and keep reading, you may just see some truth amid the humor.

Losing your job is like getting a divorce, and looking for a new job in the aftermath of being laid off is like finding yourself back on the dating market again.

I know it sounds odd, but just think about it for a minute ...

- You’re in a relationship (job) for a number of years, and while it has had its share of ups and downs, you’re content overall and don’t have any plans to end the relationship (quit your job), but then your spouse (employer) tells you it’s over.

- You are stunned by the loss and must figure out where you’ll live, what life will be like on your new income, etc.

- You find yourself alone (unemployed) and needing to re-enter the dating pool (job-seeking market). Since you’ve been in this relationship (job) for so long and didn’t expect it to end, you’re somewhat unfamiliar with the current dating scene (job-search process) and lack the stylish wardrobe, hairstyle, etc. (fancy portfolio, personal Web site, e-résumé, technical skills, etc.) to be an attractive potential mate (employee). The game has changed since you last had to play it.

- You give yourself a bit of a makeover (building a Web site, creating a modern portfolio, reformatting your résumé, trying out some of the newest tools of your trade and becoming proficient with them, etc,) and start going to new hangouts (networking events, professional conferences, etc.) where you might meet new people (find new job leads).

- You go on dates (interviews), and when you really like the person (job opportunity), you sit by the phone and await a call back for another date (second interview); if that does happen and the situation seems promising, you start thinking maybe this could lead to a proposal (a viable job offer) and marriage (acceptance of a job offer and the start of a new job or career). Unfortunately, the crowded market has many of us waiting by the phone, only to never get that courtesy call (or any other communication, for that matter) to say, “We’re just not that into you.”

I ran this concept, in its simplest form, by someone who is both divorced and a job-search/career development expert, and she enthusiastically agreed that the comparison is a valid one (although divorce and job loss are not the same; don’t think for a moment that that’s what I’m suggesting!), which made me feel like I could share it.

As for where I am in the process: I’m continuing to “go to new hangouts” for now, attending conferences and workshops, participating in online courses and engaging in social media. I’ve met lots of great folks, made meaningful connections, collected many business cards and been part of plenty of interesting discussions about the public relations and marketing industry. Perhaps I’ve even met my next potential “date.”

© Copyright Lindsay M. Allen, 2009. All rights reserved. Used with permission.

Lindsay M. Allen is a Michigan-based PR professional with more than a decade of experience in journalism and PR, largely focusing on higher education and the entertainment industry. Recently downsized, she is freelancing and engaging in professional development while seeking her next career move. Follow her on Twitter: @LindsayMAllen.

Pitfalls to Avoid on Your Resume

By Chris Perry

Crafting your resume is undoubtedly a challenge for most professionals, as there is so much to consider prior to sending it out to employers and recruiters.  I have asked resume writers and career-search experts from across the web for what they consider to be the most “dangerous” pitfalls to avoid when crafting your resume.  While I could not include every tip from all of the experts, I have selected and compiled the best and most unique ones in this list to share with you today.

Limiting your resume to one page.  “This may compromise the substance for the space.  A two-page resume with substance and details wins over a one-page resume with too little information every time, especially when the one page is full of job description bullets or worse, is done in a tiny font so it all fits.” - Judi Perkins, FindthePerfectJob.com

Using colored or scented paper.  “Don’t do it.  Colored paper makes the resume very difficult to read and just because you enjoy the scent applied to the paper doesn't mean that the reviewer will or worse, they could have an allergic reaction.” - Angela Swarts, Spherion.com

Including an unprofessional email address. “Do not have an unprofessional email address on your resume.  Nobody is eager to hire stallion545@yahoo.com or msbootylicious777@gmail.com.  Help yourself by having a neutral, professional email address.” - Lisa Rangel, ChameleonResumes.com

Omitting your address information.  “Many people leave out their address information, apparently due to concerns about identity theft.  If sending your resume, you need to include your address, or at a minimum, the city/state/zip where you live.  Resumes without geographic references are likely to be ignored as it requires additional follow-up with the candidate.  More to the point, resumes without a geographic location will be invisible to any geographic/proximity searching available in advanced Applicant Tracking Systems.” - Ken Winters, Staffback.com

Including a photo on your resume. “Including a photo may get you screened out of the selection process at many organizations.  Human resources in many companies have strict rules they must comply with regarding discrimination on the basis of age, sex, race, etc.  Including your photo is like writing “I am a 27-year-old white woman” across the top of your resume.” - Liz Layton, Florida Gulf Coast University

Fudging the facts. “DON’T LIE, EVEN A LITTLE! You WILL be found out, maybe before they consider making you an offer, maybe after you’ve been on the job for a while.  And once your credibility is shot, your credibility is shot.  Trust is one of those qualities that is difficult to gain and impossible to truly prove, yet easy to lose.  And when it’s lost, it becomes exponentially more difficult to regain.”  - David Wright, TheGetAJobBook.com

Not including keywords and phrases.  “In today’s wired world, many staffing agencies and employers digitize resumes and enter them into a database. Then, they search the database to find resumes that include keywords that relate to job vacancies.  The bottom line is that if you apply for a job with a company that compiles submitted resumes in a database and searches them for keywords and your resume doesn't include keywords relating to the position you’re seeking, you are pretty much dead in the water.” - Emma Murphy, HollisterStaff.com

Listing irrelevant skills.  “Don't list skills that are irrelevant to the job you're seeking. For instance, if you're a certified dog trainer, that has nothing to do with the duties of an accountant. Since your resume should not exceed two pages (ideally one), include only the most pertinent information.” - Rick Saia, PongoResume.com

Overusing bullets. “Too many bullets amount to crying wolf - people stop listening after a while. As we read, our eyes are drawn to the things that stand out: bold, italics, and bullets. If everything is bulleted, it's as if nothing is - and the eye doesn't know where to go. Remember that employers don't typically read résumés; they scan them. Only use bullets to point out those things that will really matter to an employer, such as accomplishments.” - Amanda Collins, GrammarDocs.com

Highlighting failed accomplishments. “This is mentioning initiatives that failed to materialize or deliver results expected, rather than demonstrating real accomplishments such as launching a new product, capturing market share, growing sales, etc.” - Julie Rains, WorkingtoLive.com

Being negative.  “Don’t be a Negative Ned or Nelly. Did your last employer treat you unfairly? Was your boss incompetent? What does that have to do why you are a fit for the new employer? Nothing! Few employers will interview someone who is so negative that it spills over into the résumé. Including negative information also leaves the impression – fairly or not – that you may be a troublemaker.” - Amy Savage, ConvincingResumes.com

Providing too many hints about your age.  “Age discrimination exists in both directions.  You can be considered too young for the upper level position you are applying for or too close to retirement to hire.  Employers will try to play the guessing game—it’s human nature.  So, don’t make it easy for them to rule you out for silly reasons before you even get in the door for your interview.  If it is 2009, and you received your Bachelors degree in 2007, you can leave off your graduation dates when you apply for that less-than entry-level position.  And, if its 2009 and you received your Bachelors degree in 1987, you can do the same.  And, for experienced professionals, go back no more than 15-20 years into your work history, unless the position you are applying for is very senior level and 20+ years experience will be required.” - Colleen Georges, ColleensCareerCreations.com

Special thanks to everyone who contributed to this wealth of resume insight!

Chris Perry is a Gen Y Brand and Marketing Generator, a Career Search and Personal Branding Expert and the Founder of Career Rocketeer, the Career Search and Personal Branding Blog.

Job Boards Are Increasing The Average Length Of Executive Un-employment By Double Digits

Jim Johnston, a veteran Chicago search consultant with over 25 years of experience and 2000 executive searches, says the number one factor in double-digit increases in the average length of un-employment is the reliance on job boards.
 
First you have to know where the jobs are before you mount a strategy to go after them. Most executive job seekers look to executive recruiters and job boards for open positions. The problem with this is recruiters get 15% of all executive searches and fill half of them, and only 1% of anybody ever gets a job from a job board. Managers are crucial to the development and implementation of any company’s business plan, never mind the performance of the Chief Executive Officer. This is why executive hiring is 85% chemistry – the Chief Executive has to have confidence and trust in the people implementing his strategy. Hence, CEO’s usually hire from within, word-of-mouth, personal or direct contacts. They can’t use human resources because its like sending a Private out to hire a General and executive recruiters only get 15% of all searches because the CEO’s know once they hire recruiters, they start selling them candidates and this is counter to the chemistry match they are looking to make. The reason executive recruiters only fill half of the searches they undertake is because the CEO fills the search with a personal contact or network referral before the recruiter finds the right person.

What’s the hidden job market
What creates job opportunities is the fact that there is a 30% turnover rate in executive positions. This does not mean executives are necessarily getting terminated, they could be getting transferred, promoted, leave for another opportunity, the company could be purchased and re-managed or the company could be expanding domestically or internationally or just be re-arranging the deck chairs. In any case the national average is a turnover rate of 30%, which means if you look at 100 companies and an average transition time of 120 days there is approximately 10 job openings at any given time. This is often referred to as the “hidden or non-published job market.”

Develop a strategy
So to be effective, in an executive job search, you have to determine what role you want to play, what industries and organizations would support that role and what you’re geographical preferences and limitations are. The task here is not to look for open positions, but to look for the decision makers in organizations that would have the role that you are seeking to fill. Remember 30% of organizations are going to need someone, so it’s your job to initiate the introduction and chemistry match.  I tell this to people that I am working with all the time and they come back and say, “How will I know if they have an open position?” You won’t but, if you talk to 100 companies you will have interviewed for 10 positions. The other comment I hear, is “The economy is bad and un-employment is over 9.5%, no one is hiring.” This is completely wrong! Un-employment is high for the worker bee population but the top ten people in an organization are the last to be let go. The company has to go under before the top management lose their jobs. Have you ever seen a company without a CEO, CFO, COO, VP Sales, etc.? There are companies closing divisions and contracting various business functions or outsourcing but this is a small percentage of the overall executive job market. The good news is that even in bad economic times there is a 30% turnover rate, creating the same amount of executive opportunities as in good times and there 80,000 boards of directors nationwide creating 10,000 board seat openings each year.

Get started
To get started, figure out what job fits your objective and core competencies. Don’t think if you look for a lower level position or less compensation that it will be easier. You’re much better off looking for a position that you can put your heart and soul into. Remember the key component is going to come down to chemistry, so if you can’t express yourself passionately and honestly you probably will not create chemistry.

Develop a target list
Now you want to make a target list. Try to take your core competencies and match them up with organizations that would have the same activities, not necessarily companies in the same “industry” For instance, the principle activity in the elevator business (industrial) is field service. This is also the case in the hospital diagnostic equipment business (healthcare). So in preparing to discuss Vice President of Operations positions you can accentuate managing the highest controllable cost in those businesses which would be unionized, mission critical, field service employees.

Most community libraries have subscriptions to online databases and can be accessed by your home computer using your library card. You can generally only download 30 or so at a time but you can generate a sizeable list over a few days. You generally want to start with at least 200 companies which, after researched, will generally yield about 100 good targets (note it usually takes about 100 well researched targets to generate 10 good interviews). You can also use paid online services like zapdata.com if you don’t have access to a library, i.e. you’re doing this on your vacation.

Find the decision maker
The next step is to find the decision maker, the person that you would report to if you worked for any of the target companies. Sometimes you can use the database that you constructed the list from or you can Google the title and company. Say you want to be a VP of Operations, you might be reporting to the COO. Google “XYZ Company COO (or Chief Operations Officer)” and see what comes up. There is also linkedin.com and paid services like jigsaw.com and Zoominfo.com that you can access online. In any case, before you send a resume to a potential contact you should call the main switchboard operator to make sure the name and address are correct. No matter what database you use there are errors.

Launch your search
Now you are ready to implement your strategy. You have 100 target companies and the name and address of the decision maker. Don’t use email, it dilutes your ability to start the chemistry match. It’s easy to dismiss and it often winds up in spam folders. Send your cover note and resume in a hand-addressed envelope to the decision maker with no title and no return address. We have tested this at http://www.lightshipresearch.com and we get a very high open rate. Gatekeepers are reluctant to open it as it looks personal and decision makers are curious. You should send out 10 per day for ten consecutive business days. If you send out too many at a time, you won’t be able to keep up with the follow-up calls which are essential.

Follow-up calls
You must follow your resume presentation with follow-up calls. This is absolutely essential. You can take your cover note and resume and use them to develop a short script that you can use for a follow-up call pitch. The best way to deliver this, is to call the company during non-work hours and find the decision maker on the company directory. Then mention that you are following up to make sure that (the decision maker) received your resume and then say “just to recap” and leave the remainder of your pitch which should let the decision maker know your current employment status, a brief employment snap shot (company names), education, certifications, if relevant, and your competencies as they relate to the job description that you are going after. Don’t forget to leave your full name and a return phone number. You should make the first follow-up call 5 business days after you send the resume. You can repeat the follow-up call pitch 5 business days after you leave the first voice mail message, if you do not hear back from the decision maker.

Sending your resume to dozens of companies and waiting for them to contact you is passive. It puts the responsibility for the next step in the hands of someone else. If there is any moment in your life when you cannot afford to be passive, it is when you are conducting an active job search.



Lightship Research  is a Chicago-based research firm founded in 1983 to assist individuals in obtaining jobs by providing them with direct access to decision makers.

10 Steps to Defining Your Authentic Personal Brand - The Personal Branding Worksheet

By Meg Guiseppi, CEO of Executive Resume Branding

Perceptions and definitions of personal branding vary greatly and misconceptions abound. Here's my take on it:

"Personal Branding links your passions, key personal attributes, and strengths with your value proposition, in a crystal clear message that differentiates your unique promise of value from your peers and resonates with your target audience."

Uncovering and pulling together all of the following 10 components will arm you with a compelling personal brand message to anchor and weave throughout all your online and offline career marketing communications:

1. What are your vision and purpose?

Before clearly defining your brand, look externally at the bigger picture of your vision for the world, and then internally, at how you might help the world realize your vision.

2. What are your values and passions?

You have to know yourself and what you want and need before you can move forward. Your belief system and operating principles are at the core of determining whether an opportunity in front of you will be a good fit for you. If the passions that drive you aren’t met, you probably won’t be happy.

3. What are your top goals for the next year, 2 years, and 5 years?

Work on projecting what you intend to accomplish so you can put together a strategic action plan to get there.

4. Do a self-assessment of your top brand attributes.

What 3 or 4 adjectives best describe the value you offer? What words do you use to define your personality? Here are some possibilities, but don’t limit yourself to these:

Collaborative, resilient, forward-focused, risk-taking, connected, international, visionary, diplomatic, intuitive, precise, enterprising, ethical, genuine, accessible.

5. What are your core strengths or motivated skills?

In what functions and responsibilities do you excel? What things are you the designated “go-to” person for? What would your company have a hard time replacing if you left suddenly? The possibilities are endless, but here are a few suggestions:

Identifying problems, seeing the details, leading, delegating, performing analysis, fact finding, crunching numbers, anticipating risk, motivating, mentoring, innovating, managing conflict, writing, listening, communicating.

6. Get feedback from those who know you best – at work, at home, anywhere.

The true measure of your brand is the reputation others hold of you in their hearts and minds. Notice how they introduce you to others. Ask them what your top brand attributes and core strengths are. How does your self-assessment jibe with their feedback?

7. Do a SWOT (Strengths – Weaknesses – Opportunities – Threats) analysis on yourself.

Don’t dwell on your weak points, but keep them in mind so that you don’t move into a position where that function is the main thrust of the job.

8. Who is your target audience?

Determine where you want to fit in (industry and niche area of expertise). Learn what decision makers in that field are looking for when they’re vetting candidates. Find out where those decision makers hang out and what key words will attract them, and then position yourself in front of them to capture their attention.

9. Who is your competition in the marketplace and what differentiates you from them?

Determine why decision makers should choose whatever you’re offering over the others offering similar value. What makes you the best choice? What makes you a good investment? What value will you bring that no one else will?

10. Remember the 3 Cs of personal branding:

Clarity – be clear about who you are and who you are not.
Consistency – steadfastly express your brand across all communications vehicles.
Constancy – strong brands are always visible to their target audience.

Your takeaway:

Your unique brand message differentiates the best you have to offer and helps hiring decision makers determine if you’re a good fit for their organization.

Related post: 10 Best of Personal Branding Strategies, Lessons, and News

© Copyright Meg Guiseppi, 2009. All rights reserved. Used with permission.

Meg Guiseppi is a Certified VisualCV Creator and one of only a handful of careers professionals to hold both the Reach Certified Personal Branding Strategist and Master Resume Writer credentials.

A 20-year careers industry veteran, Meg helps C-level and Senior-level executives define their unique value proposition and strategically position them for job search success. For more information, see Meg's VisualCV and visit the Executive Resume Branding Website/Blog.

Are You Your Own Personal Brand Manager?

by Chris Perry

Your answer to this question should be “YES!” unless, of course, you are Oprah or any other global personality brand who can afford an entire marketing team to manage your image and reputation.

We should all be taking charge in creating, establishing and managing our own personal brands online and offline.  Once you have begun to establish your personal brand, managing it can be a piece of cake. 

If you are active online with blogs and social networks, managing your brand can be as simple as Googling yourself and using Google Alerts and Trackle to stay updated on any new mentions or publications of your name, your personal brand, your websites, your blogs, your articles and more.  When offline, managing your brand can be as easy as carefully reviewing your performance evaluations at work and/or seeking consistent feedback from family, friends, supervisors and other career stakeholders to make sure your personal brand communications are being effectively transmitted and correctly received.

As I continue to surf the net for new articles about or related to personal branding and personal brand management, I have been amazed at the number of voices against these concepts.

Here are just some of the questions and comments I have come across from such voices:

1.    “People are not brands, because people are not products.”
2.    “Who cares about your personal brand?”
3.    “Personal branding is narcissistic.”
4.    “Are you so unsure of who you are that you must reaffirm yourself via internet tools?”
5.    “Why is it so important to make sure your online image appears the way you want it to?”

While I respect and understand where each of these points is coming from, I must reinforce the importance of personal branding and personal brand management in response to each one.

1.    It is true that people are not products. However, often we choose one product over other similar products because of its brand (a.k.a. its unique and differentiating value) and how that value fulfills our need in a given situation.  This holds true for people, as well.  Each person has a unique and differentiating value, or personal brand, that fulfills an organization’s need in a given situation better than other similar people.
2.    We should all care about our personal brands because our personal brands combine our strengths, our personalities, our reputations, our values and our goals all into one communicable, unique and differentiating value that we bring to the table. 
3.    Personal branding isn’t narcissistic unless taken to the extreme. Promoting your strengths and your unique and differentiating value to your career stakeholders is healthy and important for your own self-fulfillment and achievement in life. As more and more professionals brand themselves, it is essential that you establish your own personal brand in order to stand out in your job search and career development.
4.    Keeping track of your personal brand and online reputation with simple online tools does not make you less confident.  The internet is a vast and ever-evolving platform on which it is much easier to miss “fires” threatening our personal brands and reputations.  Therefore, we must fight fire with fire to stay on top of everything and protect our reputations and our investment.
5.    Your online image is just a part of your overall image and personal brand.  If you invest time, energy and even money into your own personal development and image offline, it makes sense that you will want your online image to match.

Personal branding is simply creating, establishing and communicating a unique and memorable value and reputation, and personal brand management is the consistent upkeep and maintenance of this value in the spheres in which you choose to exist and be active, both online and offline. 

Brand managers establish and protect the value that your favorite chosen brands of products deliver, so be your own personal brand manager and protect all that you have to offer!

Chris Perry is a Gen Y Brand and Marketing Generator, a Career Search and Personal Branding Expert and the Founder of Career Rocketeer, the Career Search and Personal Branding Blog.  Learn more on Chris’ VisualCV.

Working with a Career Professional

By Laura DeCarlo

Career professionals come in all shapes and sizes, with different levels of experience, qualification, and recognition. So, how do you pick one that you can be confident will be a good match for you?

There are several factors to consider in finding a career professional:

Industry Certifications
What to look for:

• A credential that can be verified through a credible organization such as CDI. It's always a good idea to make certain that the individual holds the credential they claim to have and that it is from a reputable (and real) organization. Avoid the scam!
•  A credential that requires continuing education requirements. Especially in industry specialties such as resume writing, you want to know that a professional is continuing to expand their qualifications to stay abreast of industry changes.

Service Model
It is rarely a good idea to make a buying decision based on a Web site alone. Be sure to speak to the professional and ask questions such as:

• How does your process work? (You want to know whether it is face-to-face, on the phone, through questionnaires, etc.) There is no one method that is right, but it must feel right for you.

Be careful of guarantees: A money-bank guarantee can inspire confidence but it is not the only mark of a qualified professional.

References & Testimonials
One of the best ways to determine how successful a career professional will be is by reviewing client testimonials and contacting references.

Expertise & Specialty
A professional doesn't have to specialize only in your field to be able to provide you with the expertise you need. Be sure to ask if the professional has experience in your field, look for samples on their Web site (if you are seeking resume services), and watch what they say to gain a sense of their comfort zone with your field.

Industry Recognition
Use www.google.com to search for the name of the career professional. Put the first name and last name of the individual in quotes such as "Tom Jones" and then review the listings. Are there any about this individual such as quotes, books, a blog, articles, committees, or industry awards? The professional's online identity can tell you a lot about how involved, recognized, and up-to-date the professional is in the careers community.

Product Samples
Not all career professional specialties can furnish samples such as coaching, recruitment, and outplacement. In fact, probably the only professional who will have samples available are resume writers.

Expect to be able to view JPEG or PDF samples on the web, or printed samples in the office (for professionals who offer face-to-face service).

Find a Career Professional
You can find a wide variety of CDI career professionals using CDI's member search feature. Professional specialties that you can search for include:

• Career Coach
• Career Counselor
• Career Researcher
• And more!

You can also search by industry certifications, area of expertise, zip code (U.S.) proximity, state (U.S.) or country (international).

You will also find a number of valuable how-to resources and tools in CDI’s Job Seeker section. Visit www.careerdirectors.com and click on Job Seekers.



Laura DeCarlo offers 17 years of expertise in resume writing, career coaching and career management as Executive Director of A Competitive Edge Career Service, LLC and President of Career Directors International, an innovative association of career professionals. Learn more on Laura's VisualCV.