Give The Employer A Reason To Buy
I have always been more than slightly intrigued by retail merchandising. How do store managers know where to put the batteries so that, even though not on my list and sometimes without much meditation, they make their way into my shopping cart? Why do I select Betty Crocker cake mix over Duncan Hines? And why, when I stop at the mall to get an inexpensive cloth jacket, do I walk out with a $450 black lambskin coat with a cheetah collar and cuffs? Therein lies the secret to your getting job offers. In each case, admittedly some more practical than others, I was given a reason to buy. Kudos to the retailer! I went home from each shopping trip with my money in their cash registers! Many times I just went to the store to look around and had no intention of parting with my hard-earned dollars. I had been given a reason to buy…….and I did!
Being a relatively savvy consumer, I tend to over-analyze my spending habits and attempt to apply them to my job search coaching practice. After all, isn’t a candidate a prospective product for purchase? And isn’t the hiring authority likely to decide on a specific candidate if given a reason to buy? Finally, doesn’t the hiring authority have more “products” than ever from which to select?
Yes, consistently, I compare the “whys” of my buying habits to determine why an employer selects any given candidate and I have determined two factors critical in giving the employer a reason to buy……Logic and Emotion
Logic – Without question, employers select the candidate who is most direct in demonstrating how he/she can meet the needs and solve the problems of a company. Please understand that illustrating your knowledge of what a company specifically needs and demonstrating yourself as the ultimate solution with strong examples from your past experience is the potent secret of giving the employer a reason to buy. What school you attended, what degree you secured, where you worked and what position you held is not nearly as important. And your desire for stability and opportunity for advancement will never bring a job offer. By now it becomes obvious that you will have to conduct in-depth research before the interview date. If necessary, speak to company employees in addition to conducting historical and financial research about a company.
Emotion – We all know that we sometimes make compulsive buying decisions. We don’t always go for the most practical or cost effective purchase. Employers, being human, will make amazing exceptions in qualifications for the endearing candidate. Believing a candidate will be popular with one’s customers and thus increase sales, or encountering a candidate that demonstrates a sincere caring for good service or the welfare of the company-at-large (hard to find isn’t it?) is a real show-stopper! If you have a heart don’t hide it!
Remember what a tremendous advantage you have over the merchandise I buy from the store. Consider the coat, cake mix and the batteries. They can’t persuade you to select them for entry into your shopping cart. You, however have the powers of persuasion as you present yourself before an employer… if you chose to use them.
Article by, Janice Worthington and courtesy of CareerHub.com. The Career Hub blog connects job seekers with experts in career counseling, resume writing, personal branding and recruiting.
