Developing Your Selling Points

By Beth Braccio Hering, CareerBuilder Writer

Imagine you are an advertising executive assigned the task of getting people to try a new soft drink. Before you pitched the product to consumers, chances are you'd examine the item carefully. How does it taste? Is it lower in calories than other beverages? What features distinguish it from other drinks?

The process is much the same for job seekers -- only this time you are both the marketer and the product being peddled. Before trying to "sell" yourself to prospective employers, it is worth taking time to evaluate your attributes and the best ways they can be presented.

Pinpointing strengths
Experts agree that honest self-assessment is paramount when seeking to identify your selling points. Enlisting the help of a few trusted friends and colleagues who know you well also can be helpful, but ask them to give specific examples to back up the strengths they list. (Evidence will help keep the comments truthful rather than just supportive or nice.)

Paul Klein, director of the career services center at Cleveland State University in Cleveland, Ohio, suggests making a list of all the job responsibilities that you've had, no matter how many or few times you've done them. "For example, if you work at a fast food restaurant and spend 99 percent of your time flipping burgers, it's still very important to include the other 1 percent of your job, which might entail opening or closing the store or taking money from the cash register to the bank. Although this only

counts for 1 percent of your job, it's extremely important, as it indicates a level of management skills, trust and responsibility."

Presenting your information
While you might be an excellent typist, an employer looking for an experienced cook is probably not going to care. Worse yet, skills that would have made a hiring manager take notice may be lost within a sea of information.

Instead of a cover letter that could be used for 25 different jobs or a résumé detailing every experience you've ever had, focus on the skills that pertain to the job in question. Take cues from the job ad as to what might be important, and show with positive language and concrete examples how your strengths match the employer's needs. To say you have great writing skills is one thing. To state that you helped your last employer achieve greater communication between departments by creating a monthly newsletter is another.

Klein offers these tips to further help job seekers trying to decide what to include:

 

• If you work for a name brand employer (IBM, Microsoft) that should get highlighted on your résumé.
  
• If you work for a solid employer with a great reputation in the field that you're going into, that should be highlighted.
  
• If you're working for an organization that no one's heard of, emphasize the position, its responsibilities and your accomplishments.
  

 

Selling yourself at the interview
Sara LaForest, co-founder of Kubica LaForest Consulting (a management consulting and performance improvement company serving clients nationwide), notes that when your application leads to an interview, consistency across your verbal and written presentation is essential. She recommends seeking a trusted friend or coach to help with a practice interview in which you "articulate your strengths as aligned to the prospective role and use specific evidence (behaviorally-based examples) that demonstrate the outcomes of your skill strengths."

"Practice responding to questions that focus on your strengths, why you would be good for this job and 'why should we select you'- type questions," LaForest says. "Practice responding in a conversational tone -- even if the question surprises you. Exuding a calm confidence, discussing your strengths and reinforcing them in a matter-of-fact way with evidence to support your statements is powerful."

Making the sale
A last thought to consider: Just as you would be leery about a product making too many claims, so might a person making hiring decisions.

"Sell yourself responsibly," LaForest cautions. "Nobody likes a pusher. Specific to selling yourself to prospective employers, ensure you clearly understand their needs and priorities. Do this by listening sincerely and asking clarifying questions. Listen first -- and more than you talk."

5 Ways to Turn Off Employers

Don't do this in your job hunt

By Anthony Balderrama, CareerBuilder.com writer

Job searches, much like first dates, are about giving the other party -- in this case the employer -- a once-over and presenting yourself in the best possible way. Also similar to first dates, job searches give you several opportunities to make a single mistake that is a real turnoff.

You're on your own when it comes to finding true love, but for staying in an employer's good graces, we've got you covered. So put on your best clothes, style your hair and make sure you don't make one of these job interview gaffes that are certain to turn off an employer:

Turnoff No. 1: Arriving too early for an interview

The reason: Interviews are scheduled at specific times for a reason. Hiring managers have other meetings and responsibilities to deal with throughout the day, so they can't interrupt their schedule just to meet with you. Also, interviews often have multiple components. If you're scheduled to meet the hiring manager first, then have a conversation with some potential colleagues, followed by a tour of the company and finally a drug test, an early (or late) arrival disrupts everyone's schedule.

The solution: By all means, arriving early is better than arriving late. However, from an interviewer's perspective, arriving 45 minutes early and letting the receptionist know you've arrived is just as bothersome as showing up 45 minutes late. If you get to the interview location too early, go to a nearby coffee shop, take a walk around the block or sit in your car to pass the time. Checking in with the front desk five or even 15 minutes early is acceptable and shows the employer you're punctual.

Turnoff No. 2: Letting your desperation show

The reason: Although you have been looking for a job for several months or even longer, don't let your frustration become the interviewer's problem. A negative attitude that causes you to vent about the hardships of being unemployed can leave you reeking of bitterness and repel employers.

The solution: Don't get us wrong -- being unemployed can be one of the worst experiences a person goes through, and anyone who has been there understands that eventually you reach a point where you want to scream. Nevertheless, do your screaming before you get to the interview.

When you're preparing for the interview, think like an employer. Do you want to hire the person with amazing qualification, a great personality and the potential to grow with the company? Or do you want to hire the person whose primary concern is getting a paycheck, who sounds angry and who might quit the moment a better job comes along? Enthusiasm impresses an employer; desperation does not.

Turnoff No. 3: Being too aggressive with your follow-up

The reason: Employers want to see enthusiasm from job seekers, but they don't want to be inconvenienced by said enthusiasm. Two e-mails, a handwritten note, a few phone calls and a quick visit to the office just to see how things are going will not impress a hiring manager. That approach will scare them.

The solution: Again, enthusiasm wins over desperation every time. You need to send a thank-you note, and you can send both an e-mail and a postal letter to cover your  bases. Pestering employers doesn't just make you look desperate, it also annoys them. They don't have time for so many distractions and eventually the first thing they'll think of when they see your name is, "Oh, that's the one who wouldn't leave me alone." Prove you have common sense, which includes knowing when to stop.

Turnoff No. 4: Talking trash about anyone

The reason: You probably have plenty to say about your incompetent former boss and inept co-workers, but you know better than to say it. You've been told that employers hear you talk negatively about a past boss and think, "One day you'll be talking that way about me." You might forget that the same thoughts run through their mind when you talk about other organizations, too. If you're interviewing with the No. 2 company in a specific industry, you shouldn't take cheap shots at the No. 1 company every chance you get. Employers know you're job hunting and that you've probably been just as unkind about them in other interviews.

The solution: Stay positive. Explain why you want to work for the company. Point out how your experience has prepared you for this move. You don't need to pretend that your former employer is a personal hero, but you should demonstrate that you are bringing something from the company other than your 401(k). Rather than belittle the competition, promote this company. Say, "I know your competitor is doing this, and they've had some success, but you have the ability to do this and that to beat them." The focus remains on this company and also on your ideas.

Turnoff No. 5: Lacking direction

The reason: Whether or not they are micromanagers, employers like to have some trust in their employees. If your résumé, cover letter or interview suggests that you have no goals, you are not an attractive candidate. If you don't even know where you want your career to go, how can you know this job is for you? A cover letter looking for a job instead of this job implies that you're floating from gig to gig until you get bored.

The solution: If you're not positive what your future looks like, at least create a narrative that satisfies you. This job might not be your ideal one, but do you see yourself learning from it and putting you on a path to something better? What could you do after you spend some time working here? Figure out what that path is so you can show an employer you know where you're going. You don't need to promise that you'll stay at this position forever, but you can suggest that you are eager to learn and want to move forward. Employers like ambition because these workers tend to care about their jobs and ultimately improve the business in some capacity.