After years in your PR dream job you may now be among the unemployed, checking out job boards, receiving alerts from Indeed, scanning craigslist. You’ve sent your resume to anything in the neighborhood of your capabilities; then you stare at your PDA and wait. While you might be in shock, halfheartedly going through motions of what you think you should be doing to “look for a job,” this lackadaisical and noncommittal approach will get you precisely nowhere.
When you were in your last job in PR, did you sit back and kick your heels up to wait for reporters to call you? Did you send the same pitch to everyone? Did you tell your clients not to be prepared for interviews? But, alas, if you did that might be why you’re looking for a job.
While toiling in that PR gig I’m sure you put effort into honing your capabilities, sharpening your communications skills and impressing the boss. Today, you are turning all that diligent effort into mush! You're forgetting the basics. At least that’s what I witnessed as I interviewed candidates for clients recently — that the pool of job seekers was replete with stuttering, ill-prepared, nervous-seeming and pretty wimpy responses with no obvious discerning interest in the company.
They just want a job.
If you can’t understand why you still haven’t gotten one, I think you need to take a step back and reassess what’s happening. Have you committed to your search with the same chutzpah you devoted to your last successful job? As a PR pro there is no excuse for being unprepared for anything, so take advice offered to clients and make it work for you. Here is how….
How: You wrote up an agenda for clients to know what to expect in a media interview; do the same to prepare for a job interview. Being unprepared for the media interview guarantees your client won’t be asked back, and could result in damage to a client’s rep. The same goes for your own moment-in-the-sun where you need to identify your communication objectives—making a good first impression, demonstrating your knowledge (“I understand that in…”) and showing value so that you get the offer because you went head-first into the situation!
Look at your agenda for the interview. Are you prepared?
Company Research: Demonstrate understanding of its core business. You wouldn’t show up at a new client’s office without due diligence (I hope) so don’t neglect the value in researching this prospective employer.
...Annual Reports/S&P
...Media Placements
...Google/Blogs/Twitter
...Corporate site/Executive Bios
...Linked-In Research
Don’t forget they are searching the ether for you too! BadPitch’s own @laermer reminded those participating in a #prstudchat for young pros: “Companies search candidates' histories everywhere. It's too easy to do it.” So, dudes, clean up the Facebook page — nix the beach week Jell-O-shot-apalooza photos and think before you post. [Don’t roll your eyes…it’s a hard-won lesson.]
Job Description/Experience: Use examples to demonstrate why you’re the fit they're seeking. Clearly articulate what you have accomplished and how you understand what the role is. Refer to the job description a few times so they know you actually read it and aren’t responding like a robotic!
“Seeking experience with crisis management…”
→ I organized a crisis management strategy for senior executives and prepared our CEO to respond to inquiries during a [vaguely named] crisis situation, which resulted in favorable coverage and praise from shareholders…
“Has successfully secured media placements…”
→ I have secured placements and features for clients with national and international broadcast media that includes CNN, Bloomberg News, New York Times, Hustler (kidding) and Wall Street Journal…
“Has integrated nascent types of media into PR campaigns”
→ I am fully engaged on Twitter, Facebook, FriendFeed and Flickr, and I have my own blog that I updated regularly; I use my knowledge to help my clients leverage exposure through nascent social media platforms ….. [Don’t lie about it.]
Strengths/Weaknesses: Think Socrates. “Know thyself!” Show confidence by recognizing your actual high points and admit those areas that aren’t your strong suits. If you’ve done your research you know what they are looking to hear.
Reference praise you’ve received for a bit of fantastic work (something unique and not necessarily requested from an employer).
Point out awards/achievements. Make sure these are on your resume!
Note classes, symposiums, seminars or weekend college classes you’ve attended since you graduated to increase knowledge and strengthen skills.
Align job qualifications with who you are.
Anticipate Questions: Think about the easy, tough and unavoidable queries—you know, like you told your clients once. Keep responses short and concise (two minutes max, said the attorney PR person in me) and don’t veer off topic, ramble, or get too familiar — no matter how warm your interviewer seems. Complicated responses during a TV interview bore audiences and make them click off; rambling, off-topic responses will lose interest and will make them wonder how quickly they can get you out of there and back to their own Jell-O shots! Think sound bites, think takeaways. Rid yourself of clichés forever. (“I am a people person” is one phrase that makes me run.) Think about what they really mean when they ask these expected questions:
Why do you want this job?
What do you know about our firm?
How do you deal with tough-as-nails situations?
What was a problem you encountered that you solved yourself?
Where do you see yourself in five years? 10 years? 15? Old age?
Why should we hire you? Why exactly...
What professional organizations do you belong to?
During the interview, listen and stop nodding before you start. Do not correct the interviewer. It's amazing how many people do that. If your client corrected a reporter you'd try to kick him under the table! Even though you may have anticipated the question, the way it is asked determines how you respond. Misinterpreting a question and not thinking clearly what was said will lead to a misfired response - think of those fools who hit the Jeopardy buzzer before the end of the sentence! You’ve coached your client to ask for clarification politely; ask your interviewer to restate if you need to.
Just as you would stress the importance of coming across as being comfortable and real to your paying customers, you'd better do the same: “Answer every question the best you can,” noted @laermer during #prstudchat. “Be yourself. So many phonies out there. You will stand out - believe me. BS meters are set on high now.”
Two Way Talkers: Show real interest; ask questions and engage that interviewer like no tomorrow. The correct strategic questions will not only impress and show you are a human worthy of consideration but can also demo your preparedness, assertiveness and intelligence. (Plus, you are evaluating them as much as they are determining if you fit!) Think about why you want the job and whether it's your gig. Really, ask:
Is this a newly-created position? Am I replacing someone?
What qualities are you looking for that would make a candidate stand out?
How are teams structured?
What systems are in place to evaluate performance?
Is the company contracting or growing?
You cautioned clients about not coming across as a windbag of hype so remember to avoid meandering nonsense such as “What about this weather, huh!” It’s wasteful and shows you don’t respect someone’s time — even your own.
Practice: You would never want a client to wing it so why should you? Practice and speak aloud in front of a mirror. If a friend or family member is around, have them read anticipated queries and respond as if it’s The Real Deal. Ask your faux interviewer to provide genuine feedback:
Message Delivery - Are you concise and on-message, or are you rambling and losing them to thoughts of naughtiness?
Posture - Are you sitting straight and leaning in or are you slouched with shoulders hunched with a look of doe-eyed sullenness?
Facial Expressions - Are you making eye contact and acknowledging the question and/or smiling gracefully? Or are you frowning, staring into never-never-land or looking up/down? Worse, are you nodding involuntarily or staring as if hit on the head?
Hand Gestures - Are your gesticulations natural as if to emphasize a point or do you fidget nervously so the seat gets sanded-down?
Appearance: On this day you don’t, as a client might, need to think about how your clothes will appear on camera; however, you do need to show you fit in with a corporate culture so try to learn what the dress code is beforehand. Many companies have gone to corporate casual, but even if they wear jeans best to go with business casual (“The only people who find you too dressed up aren’t dressed well enough,” said @laermer) since you are the professional looking for a position where appearance matters!
Demeanor - Smile and say hello to everyone — every person you encounter. People form opinions within seconds since your first impression has to be positive especially in passing. (Prospective hires can easily be burned by speaking down to administrative assistants and secretaries who later say, “That guy was a dumb ass.”)
Punctuality – Arrive early—but not more than :15. Being late shows a lack of respect for time, and too early is desperate. (Factor in traffic, parking, coffee, bathroom, comb-overs, et al.)
Enthusiasm – Show the interested, always-on, passionate You; get yourself in a positive groove. Think about pre-fire hydrant Tiger Woods when he makes a great shot – not only is he elated but his fans are too. Enthusiasm is contagious, damn it.
Familiarity – Break the ice quickly to make the next 30 minutes breeze by. The strand of commonality helps to thread a very thin needle!
Arrogance – Oh boy is there ever a fine line between confidence and aggression. Don’t show up the guy or gal with your own self-assuredness. Keep your ego in check. Better yet, park it at the door.
Negativity – Badmouthing anyone is, like Bruno said, a “nicht nicht!” If you’re going to be crappy to others, what’s to stop you from doing the same with them? There’s no room for that.
Follow Up: When you, that is, not if. Write a note by email, follow up by hand-written letter, and send something for them to read that you wrote, or is about you or maybe even placed by you! Stay away from form letters – write each letter yourself! Be Specific, Be Considerate, Be Assertive. Show you really — truly, no BS — want the job, you are the right person, and have proof.
Job hunting is the same as the fantastic advice we give clients. Know what you want, set your sights on a message you want to leave them with and go in for the kill! @GLHoffman of JobDig said with verve: “Get out there and work your ass off!”
Susan E. Jacobsen, LUV2XLPR’s Drill Sergeant
@susanejacobsen
@badpitch
Susan,
ReplyDeleteI trust that when you say candidates were "replete with stuttering..." you weren't referring to someone who actually stutters.
It might surprise you to learn there are those of us in this profession who do stutter -- overcoming unbelievable obstacles to make our mark in a career that usually lists "excellent verbal communications" atop the list of required skills.
Don't be too quick to judge someone who doesn't speak with 100 percent fluency. As tough as media outreach was in the early years of my PR career, my stuttering occasionally proved beneficial.
I'll give you the benefit of the doubt on this one. Thanks.
Jeff Davis
Food Fete
Jeff - Thank you for your note and for the feedback. I'm sorry of you took the reference to "stuttering" as a slight against a disability as that was not my intent. The stuttering referred to the hesitation and inability to answer simple questions that should have been anticipated. I really was surprised by interviewees’ lack of preparation. For those of us in PR, we know how important it is to be prepared and practice, but for some, it's harder to take the advice they often give. The description was to paint a picture of ill-prepared candidates, and not to disparage. Hopefully, you agree with other points referenced throughout the article. Thanks again for weighing in.
ReplyDeleteSusan
Appearance! I cannot beleive the problems I have with this one when hiring.
ReplyDeleteMy most recent search for an employee resulted in several candidates coming in severely under-dressed. One kid showed up in sandals, shorts and a t-shirt. That interview lasted about 5 minutes.
The heck with dress codes. If you are trying to get a job, you need to dress very professionally.
Susan,
ReplyDeleteAs one myself who is not a "PR pro", but just entering the profession (with a specialty in social media), I am currently practicing all of your advice.
There is just one thing I would say to add: BE PATIENT!
This economy is unlike anything we've seen in our lifetime. There are hundreds of candidates for positions that 5 years ago would have only had 50.
I recently had an interview for a position that I want very badly. I think it's a perfect fit for me, and I would be a perfect fit for them.
I practiced everything you preached in this post, and even went the extra mile by pointing them to my blog in advance of the interview, seeing as this position has a large writing component. I followed up with both a thank you email, and a personal handwritten letter.
I believe I nailed the interview, receiving at least 5 or 6 compliments on my writing and the look/content of my blog. And the conversation between the hiring manager and myself was so engaging on both our ends that he actually was late for a later meeting because we lost track of time.
Yet even with all that, they responded back to me by saying they were going to take another week or so and interview several other scheduled candidates, simply because they have so many to consider as never before.
I certainly won't assume that I've nailed the position. But even when you walk away feeling that the interview couldn't have gone better, you still have to be prepared to be patient. Corporations just have so many candidates at their disposal these days.
P.S. It might be okay to flat-out ask for the position in a creative, constructive manner as well.
Susan --
ReplyDeleteThis is an excellent article. It captures so much of what I try to convey to job-seekers, especially recent grads.
The irony, I think, is that those of us who most "get" what you are saying are probably already employed -- which, really, is the point of your article!
Bottom line: treat your job search the way you would treat a very important new business pitch. Do not cheat or cut corners.
Thanks again for a great post.
Anne
Susan,
ReplyDeleteWhile I have yet to “land my PR dream job” I found each of your tips extremely helpful. I am still a college student with a major in Public Relations and will soon be on the hunt for a job. The career center will often tell you how to dress appropriately or to be on time, and of course to do background research on the company but I had not given any thought of “two way talking” or even explaining your weaknesses. It makes sense to talk about your achievements and reference them on your resume or to note seminars that you have attended, for example the national PRSSA conference.
I also found the part about mentioning your experience helpful. Referring to your past accomplishments with social media skills, or publishing journal entries was interesting to me and obviously something that a interviewer would like to know.
This blog entry was very helpful to me!
I too would like to caution the author about the use of the term stuttering. There is a difference between the occasional disfluency that most people have as a result of talking too fast, not knowing what to say or from anxiety and persistent developmental stuttering which is a speech disorder that is physiological and neurological in nature.
ReplyDeleteUnfortunately, awareness about stuttering is very low in society, and people who stutter are faced with discrimination on a daily basis.
Selling yourself in a job interview, for a person who stutters, can be that much harder as the person who stutters must hope that the listener does not conflate anxiety and nervousness with a tangible and very real speech disorder. Sadly, the author of this post does just that - if one stutters, her line of reasoning assumes, the origin of that stutter is due to being "ill-prepared,[and] nervous-seeming..."
As a person who stutters, all I can say is walk a mile in my shoes, experience life with a speech mechanism you cannot control. If the author of this post could do that, she might rephrase this aspect of her post.
Even though this piece is over four years old, it is extremely helpful, relevant, and necessary for every job seeker to read and consider. I have been passively entertaining the idea of seeking employment elsewhere from my current position for over a year, but maintaining hope in advancement within my current employer's management and/or corporate systems gives me pause to seeking more aggressively. However, this inspires me to take this approach regardless of where I choose to apply.
ReplyDeleteEspecially since my current position is one of customer service. What better way to prove worthy of the jump to management and beyond, than to display a more broad and educated sense of understanding of my company's business, (than one would assume from a clerk) and the ability to communicate it clearly.
Thank you,
Patrick J. Laake