8.3 Selling Yourself
Letting the Right People Know About Your Brand
When a company has designed a new product or brand, it is excited to let people know about it. The more enthusiastically it shares the news, the better the payoff. The same should be true of your job search. You are a new brand that is about to go on the market, you know you have unique qualities to offer, and you should be excited to let other people know this about you, too!
Networking
For many of us, just thinking about networking can make us break out into a cold sweat. Even though we know that networking is a necessary component of uncovering the hidden job market, many of us still find it uncomfortable and question whether what we are doing is right. However, networking is the simple act of exchanging information, specifically for the purpose of forming and building relationships. When you develop and maintain relationships across many different areas of your life, you increase your chances of those relationships helping you with your career goals. Networking does not lead to a job overnight; Rather, it is an ongoing process, whether you are looking for a job or not. It’s about putting yourself out there and getting to know as many people as possible. You will be surprised at how many people are willing to help you because you ask. The fact is people want to help you; They want to see you succeed.
Networking is personal, so make a list of all the people you know with whom you can network. Don’t disqualify anyone because you think they can’t help. You never know who knows someone who might be the link to your next job.
Write down the four Fs – friends, family, friends’ families, and family’s friends – using a format like the example shown in table 8.3.1, but don’t stop there; Include your manicurist, hairstylist, family doctor, massage therapist and anyone else with whom you have a relationship. It’s always easier to start networking with people with whom you already have a relationship.
| Name | Relationship | Phone | Date of Contact | Follow-Up Date | |
|---|---|---|---|---|---|
| Manny Romeo | Dad’s friend at Crane, Inc. | mromeo@craneinc.com | 616-787-9121 | March 4 | Need to touch base again at end of the month. |
| Shalee Johnson | Hairstylist | Not available; will talk to her on my next apppointment | 616-765-0120 | April 7 | To be determined based on first contact. |
| Rajesh Sumar | Director of Alumni Relations at school | rajesh.sumar@college.edu | 891-222-5555 | March 12 | To be determined based on first contact. |
Online Professional Social Networking
Online professional social networks such as LinkedIn, Facebook, and Twitter can help you expand your network and build relationships with many people who might be able to help put you in touch with the right people. Your social networking pages represent your personal brand. Be sure all words, pictures, and videos are appropriate for viewing by prospective employers.
LinkedIn has the largest online professional network in the world, with the fastest-growing demographic being students and recent graduates. LinkedIn provides you with the resources to access various professional networks, recruiters, and learning opportunities that will help you in your search for a job. Just having a LinkedIn account will not guarantee you a job; however, more companies increasingly use professional social networks to identify potential job candidates. LinkedIn can help you grow your professional brand and make a professional online impression.
Use the following tips to create an effective profile that will help you stand out:
- Come up with a targeted and attractive headline.
- Increase your views with a good photo. Look directly at the camera and smile.
- Build a conversational and informative summary. Ask yourself what you want your target audience to know about you.
- Show your experience. These can reflect the STAR technique for Accomplishment statements you used to develop your resume descriptions.
- Share your accomplishments.
- Showcase your education. List all of your post-secondary education.
- Promote your skills. Start by listing at least five skills you have learned throughout your academic, volunteer, and work experiences.
- Build your connections by common interests and community. Don’t wait until you graduate to build up your connections. Spend time increasing your contacts now. Aim for 50 as you’re starting out, but the more connections, the better! You can connect with friends, classmates, professors, or people that you’ve volunteered and worked with.
- Search for jobs. Follow companies. Search for and follow companies of interest to learn more about a company and the people they employ.
- Stay active! Stay active by updating your LinkedIn status often. You can talk about what you’re reading, working on, and more.
The Elevator Pitch
One of the first steps in preparing for any networking situation is knowing what you want to say. Your elevator pitch is critical because it tells a prospective employer or someone in your network what you have to offer, what makes you different, and what you want to do. You will use your elevator pitch in many different situations. It’s the perfect response to what is commonly the first question that is asked at almost every job interview: ‘So tell me about yourself’. It’s great to be ready with a clear, concise, and compelling statement. If you think you can wing it, you will probably start your interview off on the wrong foot. On the other hand, a good elevator pitch allows you to direct the conversation to the things you want to talk about (your brand!).
Create a 30-second Elevator Pitch
Remember that your elevator pitch is a reflection of you. That way, you will feel natural saying it and can make adjustments based on how it sounds and feels.
And don’t forget to smile!
Let’s reflect on the idea behind the elevator pitch. If you were riding in an elevator with someone you were interested in working for, would you be able to effectively convince them of what you can contribute in a way that will make them want to hire you or learn more about you? This is a very strategic way to impress your connections, and it shows that you’re prepared by being able to clearly state what you can do, say what you can offer, and describe what your goals are, all in a 20-30 second timeframe.
To prepare your pitch, ask yourself the following questions:
- Who are you? Introduce yourself by first and last name. Provide a brief overview of your present situation, i.e. what program you are taking and what level you are in, or what your current position is.
- What experience and skills do you have? What makes you unique? Explain accomplishments from your experiences and the skills you have. You can draw on examples from your academic, employment, placement, and volunteer experiences.
- What are you looking for or looking to do? Make a connection between your skills and what you can offer the company. Reflect on your career goals.
- What are your next steps? Mention your desire to connect with this person whether it be to email your resume, set up an information interview, or add them as a contact on LinkedIn.
You don’t want to sound robotic, so to sound natural, make point-form notes to jog your memory instead of narrating it word by word. Practice your elevator pitch so that you feel comfortable, making you feel more confident about your skills.
Elevator Pitch Example:
“Hi, I’m currently studying Human Resources at Fanshawe College. I’m really passionate about helping people find the right fit in their careers and making workplaces more positive and productive. I’m looking to start my HR career where I can bring my genuine interest in people and my practical knowledge to a team that values growth and collaboration.”
“Hi, I’m currently studying Human Resources at Fanshawe College, where I’m not just learning the basics but also focusing on how to bring a fresh perspective to workplace culture. I’m passionate about using HR to create environments where people thrive, and I’m eager to apply my skills in a real-world setting. Whether it’s enhancing employee engagement or streamlining recruitment, I’m excited to contribute my unique blend of academic knowledge and creativity to a forward-thinking company.”
OpenAI. (2024, August 19). ChatGPT. [Large language model]. https://chat.openai.com/chat
Prompt: “Create a short elevator pitch for me. I’m in the HR program at a local college and looking for work in the HR field. & again, but added, I want to sound unique.”
Online Job Boards and Company Web Sites
When you apply for positions you find on online job boards or company websites, you should apply using the format they prescribe. Just make sure you include a cover letter when you submit your résumé. Hiring managers are likely to throw away résumés that come in without cover letters because a cover letter is what allows you to personalize your application and it sends a message that you care enough to make an effort in your job search.
Best Practices for Applying for a Job via Email
A job application email is a form of business correspondence, so make a positive, professional impression.
- Review your resume and cover letter to ensure they are correct and error-free.
- Name each file in a way that makes it clear what the document is, usually with your name and the job applied for, such as MelanieFanshawe.docx.
- Unless otherwise directed, save the documents in MS Word format.
- Enter a clear, short subject line, usually with your name and the job applied for, such as “Melanie Hapke application for VP of Human Resources”.
- Compose a short message…
Start with a salutation, such as “Dear Greg McCormack” or “Dear Hiring Manager”.
Provide a statement that addresses the job you’re applying for and the source where you learned of the position. For example: “I’m writing to express my interest in the Human Resources Assistant position listed on Indeed. My resume and cover letter are attached for your consideration.”
Give a short but impactful statement of the qualifications that make you an ideal candidate – you might consider this a highly condensed version of your cover letter. For example: “I am a fast learner, with experience supervising others and recent completion of a graduate certificate in human resources.”
Add a statement expressing enthusiasm for further discussion about the job. For example: “I look forward to an opportunity to discuss how I might contribute to your company’s ongoing success.”
Use a complimentary close, such as “Sincerely”.
Provide your full name, email address, and link to your LinkedIn page if applicable.
Add the recipient’s email address last! This helps prevent you from sending the message in error before it is ready. Only add the email address once you’re sure your message is free of errors and you have the right documents attached. (You might even consider test-sending the email to yourself first to be sure everything is correct.)
You Are What You Write!
You might not think twice about sending a text to your friend. But in the business world, everything you write in an e-mail, text message, letter, or note is a direct reflection of your personal brand.
“The Power of Solving Problems” from Introduction to Sales from Saylor Academy is licensed under a Creative Commons Attribution 3.0 Unported license, except where otherwise noted.—Modifications: Used paragraph three of section Selling yourself: Six power-packed tools to let the right people know about your brand, edited.
“6.2 Hidden job market” from Working in Play: Planning for a Career in the Recreation and Leisure Industry in Canada by Linda Whitehead, BA, M Ed, MBA is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.—Modifications: Used paragraph two, edited.
“The Hidden Job Market” from Selling for Success 2E by NSCC and Saylor, is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.—Modifications: Used section Power networking tip #3: Create your networking list, edited.
“What’s Your Elevator Pitch for Your Brand?” from Selling for Success 2E by NSCC and Saylor, is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.—Modifications: Used paragraph one of section Elevator pitch 101: Be prepared, edited; Used paragraph two of section When to use your elevator pitch, edited.
“Applying for Jobs” from Career and Workforce Readiness by Trent University is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License, except where otherwise noted.—Modifications: Used section Best practices for applying for a job via email.
“Networking” from Be the Boss of Your Career: A Complete Guide for Students & Grads by Lindsay Bortot and Employment Support Centre, Algonquin College is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.—Modifications: edited, reorganized.
“Preparing to Network” from Be the Boss of Your Career: A Complete Guide for Students & Grads by Lindsay Bortot and Employment Support Centre, Algonquin College is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.—Modifications: Used section Create a 20-second elevator pitch, edited.
“LinkedIn” from Be the Boss of Your Career: A Complete Guide for Students & Grads by Lindsay Bortot and Employment Support Centre, Algonquin College is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.—Modifications: edited, summarized.
