It’s so hard these days for young folks to find jobs. As many of you know, I teach the Career Planning & Development course at George Brown College and see a number of smart, keen, enthusiastic young folks just poised to begin their exciting careers. But it’s so hard for them to find jobs.

While I do focus a large part of the course on what they need to get that interview and how to conduct a search (resumes, cover letters, thank you letters, etc., etc.), the point I stress the most is DIFFERENTIATING THEMSELVES FROM THE COMPETITION. What is their competitive advantage? What sets them apart? Why should an employer hire them over the hundreds of other people applying for that role? As they think about this, they need to be able to clearly articulate their message…their elevator pitch….who they are, what they do and what they want. They have to be able to ask for what they want!

Today I spoke to a young woman from a diploma program at a competing college…..and boy, oh boy, does she stand out. How you ask? What sets her apart? Well, she had a class assignment to conduct an informational interview. What did she do? She crafted an amazing letter….professional, clear, crisp, concise….telling me about herself, her program and what she was looking to do. She asked if I would be willing to spend time with her on the phone or in person to conduct the informational interview and provided the questions in advance. Of course I said yes.

I sure hope I was helpful. I know that I told her all I could about an HR career, typical day (no such thing), getting started in the field, what’s satisfying and not, challenges, skills, etc. We talked about what I’m currently doing and how I got here. The good, the bad and the ugly about HR and the great benefits of consulting (and how to get into it….hint, hint…have expertise and lots of experience to bring to the table). Advice for her? Well, I took it one step further and gave her three contacts.

Now it’s up to her to get out there and continue to network. I only wish the schools could do more to find all of these students co-op placements and that companies would look at co-op students and interns as a great way to find talent early on. Perhaps if more companies invested the time with interns and co-op students when they really needed it (at the start of their careers), they would spend less time competing later on for the experienced talent. They might find they already have that experienced talent home-grown talent in their own organizations.

Anyone looking for an amazing co-op student focused on HR (with a 3.93/4.0 average)? If so, let me know. I’d be happy to connect you. I have a feeling she’s going to go far!

While some recruiters put more emphasis on resumes, Linked In profiles and networking and less on the cover letter, it is nonetheless important to have one.  Many recruiters still review them and they can be the deciding factor in getting an interview or not – they often differentiate one candidate from another.  When there is a long list of short-listed candidates (say the field has been narrowed down to 20 candidates and the recruiter only wants to interview 10), the covering letter can make the difference between getting an interview and not getting one.

 Why is that? 

1. A well-crafted cover letter shows that you have taken the time to understand the company and the role
2. It highlights the qualifications, experience and expertise you have that makes you the ideal candidate for the role
3. While a resume may have been professionally prepared, most often the candidate prepares the covering letter himself and it is a true reflection of that candidate
4. It shows that the candidate has gone the extra mile and is truly interested in the role vs. someone who applies to everything of interest (and who doesn’t customize each and every cover letter)

 Every good cover letter starts with research.  It is key to have a thorough understanding of the role and requirements, the company, perhaps the department and the people who work there.  There is a wealth of information to be found on-line and in print.  Take the time to check your network to see if your connections or someone they know can enlighten you on the company.  Do you know someone who works there?  Does someone you know have a contact who works there?  The more information you can get, the better.

Take the time to review the job description and understand how your experience, skills and abilities are aligned to the role.  Think about what you bring to the role or the organization over and above what’s mentioned in the job description and be sure to describe your potential contribution clearly and concisely.  This is called a value-added statement and will give you a competitive advantage over the competition.  Many people do not take the time to craft a strong cover letter and only repeat what’s listed in the job posting.  You want the recruiter to know that you’ve taken the time to read the posting, researched the organization and are qualified for the role (the BEST candidate in fact!).

Use a worksheet if it will help you organize your thoughts before putting pen to paper (or fingers to keyboard) to draft your cover letter.  That worksheet can as simple as two columns – the first for the job posting, the second outlining how you are a fit for the role. Headings to include on that worksheet can include key responsibilities (and how you’ve done that type of role), key qualifications (and how you have them), personal characteristics and values of the company (ascertained perhaps from the posting or your research) and then relevant industry and corporate information you’ve gotten from your research and added value you bring to the role.

Then use that information to create your letter.  Ensure you have clearly identified the role, posting, reference number, project name, file name, etc. in the heading to avoid confusion when your resume is received.

Try to get the full name of the person to whom you are writing.  This is more personal – and effective – than addressing it ‘to whom it may concern’.  If the ad states it is to be sent to the hiring manager and you cannot find out the name (try calling the company!), then address it that way.  Do not address it “Dear Sir” or “Gentlepersons”.  If you cannot find out the individual’s name, then “to whom it may concern” or “hiring manager” is fine.

In the opening paragraph, most candidates will lead with:

“Enclosed please find a copy of my resume in response to your posting in THE NATIONAL POST for a marketing coordinator.” 

Think of how much more effective an opening paragraph such as the following will be: 

“As an experienced marketing coordinator, I’ve been fortunate to have worked on some of the top marketing campaigns in the retail industry in Canada, and I am very interested in the position you advertised in THE NATIONAL POST.    Lululime’s reputation in the yoga market across North America is second to none and the success of the brand in such a short period of time is record breaking.  Your company’s commitment to superior quality products and the ‘branding’ of those products is commendable, and I would welcome the opportunity of being a part of your creative marketing team.” 

This assumes that the reader has researched the company and knows that their reputation is second to none and the success of the brand was actually reached in a short period of time (perhaps you can even state the length of time!).  Just be sure your facts are accurate!

In the body of the letter ensure that you point out information in your resume that speaks to your qualifications – without repeating word for word the content of your resume.  Highlight one or two accomplishments and quantifiable results, if possible.  Some candidates choose to make a commitment to follow up within a certain period of time.  If you do, make sure you do follow up.   Remember, it will be difficult to do so if you don’t have contact information.  Don’t commit to something you can’t or won’t do!

Ensure that you don’t use one generic cover letter for each role.  Show that you’ve taken the time to craft a specific cover letter for the role that clearly states your knowledge of the company and the role and how your background, experience and qualifications are a fit.

Have fun with it.  Remember, practice makes perfect!  Once you’ve created a couple of these cover letters, it will be easier to craft them.  You do not have to ‘recreate the wheel’ each time and will be able to pick and choose pieces from your letters when crafting a new one.

The most important thing?  Be clear.  Be crisp.  Be concise.  Check, double check and triple check your work.  It is so hard to proof your own writing – give it to someone to proof carefully.  Check spelling.  Check grammar.  Check punctuation.  Check for consistency in margins and spacing.  Are you using the same font as in your resume?  Nothing screams ‘professional resume prepared by someone else’ more than a great resume and a horrible cover letter.  Put your best foot forward.  Remember, this is part of your BRAND!

First of all, a great big shout-out to CATHARINE FENNELL, the founder and CEO of videoBIO, who braved the latest winter storm to come to my classroom (at 8:45 a.m.) to speak to the George Brown students in the Career Planning & Development class. As an aside, she agreed to do this after only a simple request. Remember: if you don’t ask, you don’t get! Thank you, thank you, thank you, Catharine – the presentation was awesome.

videoBIO offers web video solutions for businesses looking to generate and distribute video content for social, educational, promotional and general communications purposes. They service clients in the professional services, recruiting, retail, publishing and digital media and broadcast industries.

It was eye-opening to see all of the uses for this medium. When I first thought about the services and how they might pertain to my students, I was thinking of how students might present their resumes to potential employers in a video format. This is one use and many people are now choosing to go this route. I may do the same on my website! As a recruiter who spends about 10 seconds reviewing a resume, this might not work for me in the first go round as most videos lasted about 1-1/2 minutes. But it is certainly a great concept and I can see the many uses for this in the business world. I like it as a second screening tool with short-listed candidates….which leads to me to some of the videos she demonstrated. Her company had candidates prepare and present a video outlining why they should work for her or why they were the right candidate for the job (her company provides all of the tools required). videoBIO uses this format and I can see why. You get so much more than a resume would ever tell you and more than a phone screen will ever uncover. While it’s a great tool for out of town candidates, it is still a very valuable tool locally and can separate the regular candidates from the truly outstanding. What a great way to brand yourself and have who you are shine through!

Some key points from Catharine’s presentation:

1. Just how important your brand is and the importance of ensuring it is distinctive, predictive and meaningful. You must check out the Harvard Business Review article “The Future of You” which she discussed. http://blogs.hbr.org/cs/2013/01/the_future_of_you.html
2. The key to your job search is to ensure you STAND OUT! Knowing and showing what makes you unique and interesting.
3. She talked about your on-line presence and ensuring that your message is consistent and professional – across all social media. Key things to consider:
• Clean up your on-line profile
• When people search on you, what will they find?
• Ensure your content is professional
• Be consistent!
4. Catharine talked about the on-line ID calculator www.onlineidcalculator.com which tells you where you sit and where you need work. Check out your score on KLOUT as well at www.klout.com Some great tools and great advice!
5. Recommended reading: “Never Eat Alone” by Keith Ferrazzi – all about how to effectively network. Check it out! I will.

All in all a great session and an eye-opener I’m sure for the students who were fortunate to have had the opportunity to hear from Catharine. So much that’s new and exciting and different….it’s key to stay on top of what’s happening in the world and stay relevant!

Is your resume ‘up to stuff?’ Is it reflective of you? Is it an accurate overview of your qualifications, your expertise, your professional work history, your education and everything that makes you YOU? Does it speak to your competitive advantage and make you ‘stand out from the crowd?’

In other words, is it the best it can be and DO YOU LIKE IT? Why do I ask that question? Well, one of my new clients came to see me the other day and we were discussing how I could best help him. There’s a suite of services I can offer and I like to customize each and every program.

He wanted to talk about his resume first and was hesitant to show it to me because he didn’t really like it. ‘Not to worry’ I said. ‘That’s what I’m here for’. I’d be happy to have a look and, once I know him better (his background, expertise, experience, accomplishments and what he wants to do next), I’d be happy to review it and help him revise it. After some hemming and hawing he admitted that he had it done professionally a few years ago but never liked it. Liked it? I couldn’t believe he had paid for it and felt sorry for the money he paid. He should have gotten a refund!

Where do I begin? Rather than streamline the resume and ensure all the key points were covered, this resume was chocked full of information – all crammed into two pages (by having the margins go right to edge of the paper – left, right, top and bottom). There was a “career profile” on top (really, who does that anymore especially when it really didn’t add any value?). The list of qualifications went on and on and on. It was as if the consultant just wanted to use ‘consultant jargon’ or perhaps was paid by the word. Champion negotiator? Management with vision? Troubleshooting Deliverables? Entrepreneurial Spirit? Really? No wonder he didn’t like it. What does it say?

Then there was a whole section of Achievements, broken down by area and it looked a bit like STAR or SOAR stories pasted into a resume. Rather than describing the achievements, they were actually broken down into “challenge”, “action” and “impact”. Really? Where did he have these achievements and why aren’t they listed under the relevant roles he held?

I could go on and on. The good news is twofold. My client was a good sport about it and is now in the right hands – with someone who will work closely with him to provide him with a strong resume that he’s happy with and that reflects him!

Moral of the story: Make sure that when you hire a consultant or other career professional, you get what you want. Better yet, ask around before you hire a consultant. Get a referral or, if you can’t, ask him or her for references. Don’t be afraid to say you don’t like the end result or it is not a reflection of you. And, if you’re not happy, find someone who can work with you and with whom you feel comfortable. At the end of the day I tell my clients that I offer my expertise, my experience and my recommendations but they need to speak up and ensure that our goals and objectives are aligned and they get what they are comfortable with – both the marketing materials and the coaching.

 It’s that time of year….out with the old and in with the new.  It’s a New Year…time for new beginnings.  And what better way to start off the year than by refreshing your on-line presence? Starting with your Linked In profile.  When was the last time you looked at it?  Updated it?  Did anything more than create it?  If the answer is “not in a while”, then it’s time to take a look.

Some simple things you can do to refresh your profile.

1. Take a new picture.  Is your picture dated?  Does it reflect an old you that is no longer relevant?  If so, get a new professional headshot taken and update your picture today to reflect YOU!
2. Connections.    Have a look at your connections.  Unless you are a recruiter (like me) and need to build a large, diverse contact list, pare down.  Was there a time when you accepted connections from anyone and everyone?  If so and they are no longer relevant, do some housecleaning.  Then, ensure you are tagging the connections you have so that you can easily sort through and find the people you need – when you need them.
3. Groups.  Review your groups.   Did you join a whole bunch of groups at the beginning and never participate in any of them?  Check which ones you belong to and leave groups that are no longer relevant.  Look for interesting groups that you can join and to which you can make a meaningful contribution.  Which groups are of interest to your network?  Start there.  Keep relevant; keep current.
4. Headline.  Is your headline reflective of who you are and what you do or is it merely your title – BORING.  People may not find you by your title but rather by your expertise.
5. Summary.  This is where you can let your creative juices flow and have some fun.  Talk about who you are, what you do and what makes you stand out from the crowd.  It’s OK to speak in the first person here.  Speak in a human voice and let the world know about you.  What makes you special?  What makes you unique?
6. Experience.  Here is where you can give reviewers a taste of what you’ve done.  Don’t make this section read like a resume.  Just include a sample of your roles, your achievements and your accomplishments.  Make them want to learn more!
7. Skills & Expertise.  List them all here.  If you don’t see relevant skills, add them.  Then ask for endorsements and do the same for your connections.  Give and you shall receive.
8. Add sections.  Have you thought about adding your projects, your presentations, your organizations, etc.?  Have some fun with this and add sections to your profile to round it out.
9. Education/Courses.  Is this section current?  Are there continuing professional development which you’ve completed but not yet added?  Have a look and keep it current.
10. Contact.  Make sure people know how to reach you.  Make it easy for them to reach out and connect with you and speak to you about possible opportunities.

Take the time now to update your on-line presence and freshen it up for the year ahead!

Happy New Year!