Persuade Me!
So frustrating, the job search thing! Find a job advertisement, gear up to answer it because it's the right job title. Get creative and do a cover letter to shoot off with that beautiful work of art, the resume of resumes. And what do you get for your time, energy, and wear and tear on your fingertips (and keypad)? Either no response, a "no thank you" response (if you're lucky), or a "come on over and let us talk to you" just before you get the "thanks for coming in but we're gonna pass this time" response. Don't these people realize there was a lot of work that went into responding to that ad? Those ads?
Wait. Why was the application made? Was there anything about the ad that persuaded you to respond? Did you say anything in your cover letter, not to mention resume, that persuaded the advertiser that you're the best thing since sliced bread? No? Or maybe? Or sorta, kinda? Hmmm. Persuasion is an important factor in the job search game and in the retention strategy.
Persuasion is a two-way street, especially when it comes to employment.
The Enticement from Them
First, there's the advertisement. The first hook is the fact that there's an opening. Then, the type of opening. And the third hook that is quite subtle is the fact that the opening is at this particular company that is known for [xyz].
Next enticement: what the job entails.
Next enticement: the environment.
Final enticement: salary, submission deadline.
The Other Side of the Street
Now the ball is in your court. It's time for you to send off your introductory package. But you need to do more than merely drop kick a resume their way. That resume is arriving with a few hundred others. Yours needs to be distinguishable. Yours needs content that makes the employer want to not only read the resume but also call you so they can get to know the person behind the paper. You need to persuade them that you are worth their time.
What makes you unique? Why are you interested in this position at this particular company? How have you affected positive results at other places? Do you have special interests and/or abilities that can be applied to this business and enhance how things are done or cause a steadying effect on things?
If you can come up with some motivating answers to those questions, no doubt you'll receive an invitation to come in for an interview. You've persuaded the recruiter that you have something going for you that may be worth a closer look.
Change of Courts
So the ball is back in the company's court in this persuasion ball game. Let's say an invitation for a personal interview is extended. It's time for the company to measure up as a positive place to be. It's time to research the reputation and history, the people and the work they do. You should be coming up with a lot of questions about why this segment and not another, who the competitors are and how close they are to the competition, how what you're seeking fits into the overall picture and how you can make all of this look even better.
Once you get into the interview and start having your getting acquainted conversation, those questions need to be interspersed into the dialogue. Listen carefully to what's said. If you're getting answers, that's a good sign. If you're being run around the mulberry bush, somebody isn't certain of critical information.
Back to Your Court
But let's assume, for the sake of this argument, that you've gotten some very positive answers from your interviewer. They've persuaded you that this is a good place for you and your career path. If there are a few reservations, that's okay. There'll probably be another interview where those reservations can be cleared up. But for now, it's time for you to do some additional persuading.
There's a reason you see yourself in this company, as a part of their solution. It's time to talk about it in relation to what the job is and will become. You plan to grow into the one who can do certain things as you learn the company way of doing things and become acquainted with the chain of command. You are a professional and can work with all types of people. You are an excellent communicator. You are convivial. You are a solutions provider. Whatever is the truth and is part of the solution this company is seeking, it's time to put that information out there in order to persuade the interviewer that the next level hiring manager needs to see you, needs to know you, needs to have you on the team.
Persuasion
Just as you want your friends to convince you that you should spend your free time with them instead of vegging out on the couch in front of the tube (for free), you need to be doing some active persuading in order to induce the potential employer to select you for a closer look, to talk with you, to hear your version of why you are the perfect match, and why they needed you yesterday.
Likewise, you're not just applying to any and every job on the proverbial wall. You're being selective. You're allowing employers to persuade you that they have an opportunity that is where you want to go, will lead to it, will provide you with another layer of experience in order to be the professional for them.
Both sides, at each step of the process, should be saying, "Persuade me!"
Great suggestions, Yvonne. A key strategy that successful job seekers use is to use a different cover letter and resume for each and every application. They apply to far fewer positions that way, but get hired far faster. Each cover letter should explicitly and directly address all of the requirements and preferences stated or implied in the employers job posting. Don't make them read between the lines. They read far too many lines (far too many resumes) and are far too hurried for that. They're telling you what skill set they need for the job. Tell them directly why you feel that you have each of those skills.
Some candidates use precious room in their resume and cover letters conveying information that is throwaway stuff, such as their desire to work in a challenging position for a thriving employer. Who wants to work in a boring position for a failing employer? Throw that stuff away. Or they'll write about how much they want to work for that employer and how they're a hard worker. Wouldn't all candidates say that. Again, throw that stuff away.
Focus on what is meaningful. If the employer states that they require X years of professional sales experience, use the same jargon in your cover letter and resume and explicitly state that you have obtained X years of professional sales experience during your tenure as a sales representative for XYZ Corporation. Don't make the employer guess or infer. State it and you'll get it!