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Getting Your Foot in the Door
When You Don't Have a Leg to Stand On
by Rob Sullivan
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Now!
Excerpt from the book:
INTRODUCTION
"There's
never time to do it right.
But there's always time to do it over."
--Unknown
With
legions of college students entering the work force every year,
competition for entry level jobs is intense. A college degree
simultaneously qualifies its holder for everything and nothing. In this
sense, the degree is invaluable and worthless. As my grandmother puts it:
"Your diploma and a bus token will get you downtown."
When it comes to job hunting, college and graduate students probably need
the most help. They are also least likely to receive it. Unfortunately,
society does more to help nonprofessionals than it does to help the
educated. Vocational high schools, secretarial schools, and truck driving
schools are but a few of the limitless options available to the American
working class. These schools, which often have close relationships with
potential employers, provide helpful job placement services as well as
education. The same is not always true for students and job hunters who
pursue corporate or professional careers.
What we lack is an effective way to help educated people pursue executive
positions. The message is silent but clear: "You're smart enough to
be where you are, figure it out yourself."
In
the absence of effective training, aspiring professionals must rely on
natural ability, luck, and resourcefulness. As a result, a
disproportionate number of graduates accept jobs that are not the best
match for their interests and abilities. Fortunately, there's hope. By
recognizing and demonstrating your potential, you can learn to market
yourself effectively.
"Worldly
wisdom teaches that it is better for the reputation to fail conventionally
than to succeed unconventionally."
--John
Maynard Keynes
This
book is based on the theory that your relationship with a potential
employer is almost exactly the same as the relationships that exist
between products and consumers. There is only one key difference: In the
job search, you are both product and salesperson. Playing both roles may
seem difficult at times, but with a clear, strategic focus and an
unwavering belief in yourself, you will find the process can be quite
rewarding.
The job seekers most likely to benefit from this book have already focused
on a particular career--whatever that may be. If this describes you,
congratulations. You are taking the right steps. The fact that you are
reading this suggests that you are eager to learn and willing to challenge
yourself. These are valuable qualities to any employer when you know how
to present them.
If
you read this book passively, if you merely nod your head occasionally and
then put it away, you will have wasted your time. Treat it as a textbook.
Give yourself homework assignments. Scribble notes in the margin. You are
both teacher and student. Although this book requires effort and
self-discipline, I have included questions and examples to help you
prepare.
What
If I Have No Idea What I Want To Do?
If
you find yourself in this category, there are a few issues to address
before you begin. Start by asking friends and family what they could see
you doing for a career. You may be surprised to discover that your talents
are more apparent to loved ones than they are to you. Although it might
seem strange, it is perfectly normal. For years, these people have
probably been encouraging you to develop your talents. And if you are
anything like me, you've been ignoring them.
All
my life, teachers, friends, and family have encouraged me to write.
Anytime anyone suggested that I write a book, I disregarded the suggestion
with my usual comment: "If I had anything worth saying, I
would." Of course, I not so secretly believed I didn't have anything
worth saying. Like so many people, I had a tendency to devalue myself.
Fortunately,
there is another soul-searching exercise that can uncover your hidden
talents. Just ask yourself what it is that people need when they seek your
assistance or advice. If you aren't sure, start paying attention. Over the
next few weeks or months keep a journal and make a note anytime someone
asks for your assistance. You may be surprised what you discover.
In
my case, it was my perseverance in the job search process that caught the
attention of people who knew me. Upon hearing how many rejections I
encountered while pursuing my ideal field, in which I had no practical
experience, more than a few people told me they would have given up long
before. Without my realizing or intending it, my perseverance and eventual
success inspired people. Nevertheless, it still took me over five years to
accept the fact that I had developed a base of knowledge worth sharing.
Until that point, the only people who benefited were those who actively
sought my assistance.
Whatever
you do, don't automatically jump to any conclusions about whether you can
make money pursuing a particular career. There are countless people who
make a living doing what they love. If you're looking for inspiration
along these lines, there are two books you should read. The first,
Do What You Love, the Money Will
Follow: Discovering Your Right Livelihood
,
by Marsha Sinetar, is a wonderful book that examines, in depth, the
obstacles and opportunities that arise when people pursue careers that are
in sync with their values and interests. The second,
Entrepreneurs Are Made Not
Born: Secrets from 200 Successful Entrepreneurs ,
by Lloyd Shefsky, contains over 200 case histories of successful
entrepreneurs. Both of these books are incredibly inspiring and thought
provoking.
Case
Studies
Throughout
the book, you will find case studies from a variety of different
industries. While the needs of each employer will differ, the basic
principles of marketing still apply when it comes to selling yourself as a
product. There is simply no substitute for knowing how to position
yourself relative to your competition. By understanding and using the
principles outlined in the following chapters, you will be better able to
compete for the most sought after jobs in the world, in a competitive
marketplace, and against others with more practical experience.
We
will also explore how you can reposition yourself to appeal to companies
with completely different needs. In other words, you will learn how to
modify the approach to match your talents to your area of interest. With a
few weeks of focused preparation, you can sell yourself into almost any
job. Why? Because that is a few weeks longer than the competition usually
spends.
Traps
to Avoid
When
the economy is good, the tendency for many is to take shortcuts in the job
search process. For example, people who otherwise would spend time
researching a company will instead throw together a generic cover letter
and hope for the best. When there are more jobs than good people to fill
them, you might land a few interviews this way. However, I would strongly
encourage you not to do this. No matter how great or poor the economy is,
you have to take responsibility for your long-term happiness by thoroughly
researching each potential employer. Don't let laziness play a role.
Instead, when you're faced with a wide range of options, use the
strategies in this book and take the time to make an informed decision.
The more time you spend doing this, the less likely it is that you'll find
yourself facing unpleasant surprises on the job.
Marketing
Yourself and Developing a
Personal Marketing Plan
Despite
what you might think, your ability to get a job has little to do with
experience or intelligence. You don't need a résumé overflowing with
internships and degrees. And it isn't necessarily about being in the right
place at the right time--although that never hurts. Instead, getting the
job you want is about taking the time to learn to market yourself. This is
a lifelong process with serious short- and long-term implications. After
all, your experience with each job and each passing year is cumulative.
Even if you change careers, you will still have accumulated skills and
knowledge that enhances your value, though it might not directly relate to
your current or desired position.
To
market yourself effectively, you must match your skills with the needs of
a potential employer. This way, the job search can be quick and relatively
painless. On the other hand, if you don't know what the company needs, you
probably don't know what you have to offer. In this case, you will be
relying on luck to guide your personal and professional satisfaction. This
is a great recipe for disappointment. Worse, your job search will drag on
indefinitely until you accept a position for which you are overqualified.
A
marketing plan--whether it's for a person, product, or service--must
include a thorough analysis of the product, the consumer or target
audience, the industry or category, and the competition. In the job
search, you are the product; the potential employer is the consumer; your
cover letter and résumé are interest-generating print ads; and your
interview is the sales call in which both parties assess whether the
product (you) fits the consumer's needs (the available position).
In
some cases there are significant differences between companies with
respect to the qualities they seek. Take time to identify these
differences because your value will be measured by your ability to meet
the needs of the employer.
Without a personal marketing plan, most candidates make the hiring
decision an easy one. They have no idea what the company needs or what
they, as candidates, have to offer. Some don't even know why they want to
work in a given field. With so many other people competing for the same
position, no interviewer has time to search for a spark of potential. It
must be immediately apparent. Of those who don't succeed, few ever find
out why. Most don't even think to ask.
Ongoing
Efforts
Just
as the marketing effort does not end when a customer makes a purchase
decision, your marketing effort should not end when you get an offer or
rejection. The challenge has just begun.
The
first and most important challenges you will face on the job involve both
personal and professional development and customer satisfaction. The
customers, in this case, are your employer and your clients or corporate
customers who count on you to perform whatever job they hired you to do.
While you may be fortunate to participate in a formal training program, it
doesn't change the fact that your professional development is ultimately
up to you. For this reason, one of your most important challenges is to
identify at least one mentor who can help guide your career.
From
a practical standpoint, it may take time before you begin having a
positive, measurable impact on your employer's business. But it is also
isn't unheard of for people to make valuable contributions starting on
their first day. Whatever the case, start a work journal in which you keep
a record of your ideas and contributions. For every project, ask yourself:
"How is the outcome different (preferably better) because I was
involved?" I like to think of this as the It's a Wonderful Life
approach to marketing yourself on the job.
Beyond
Rejection
Unfortunately,
the best preparation may not spare you from disappointment. Should this
happen, keep looking for opportunities to improve upon your presentation,
whether that be your
résumé,
cover letter, or interviewing skills. Never stop believing in yourself.
This is an active process. As a wise person once said:
"Disappointment is when you only hope things get better."
Whatever
you do, don't take rejection personally. Instead, treat it as the learning
experience it is. Later on we'll look at specific strategies you can use
to learn from rejection. In the meantime maintain a positive attitude and
keep your eyes focused on your goal. Most important, keep your mind and
heart open as we look into the past to better understand the person you
are today and how that relates to the needs of potential employers.
ISBN 0-8092-2340-6 Cover Price: US
$12.95
Copyright © by Rob Sullivan.
