Savvy networkers and job seekers know the value of understanding themselves and their strengths. They should also be prepared to verbalize this information to others smoothly and succinctly when the opportunity presents itself.
In the career development business, this is called developing and presenting your 30 second commercial. Whether you are employed or unemployed, preparation of your commercial will be of value. You never know when you are going to need it.
There are several situations where you can expect the opportunity to articulate your accomplishments to others. These include networking, of course, as well as the famous opening interview question, “Tell me about yourself…”. You will also need to introduce yourself personally on the telephone, or with voice mail.
In everyday business settings, you will meet people who are likely to inquire, “So, Carmen, what do you do at Robeson Corp?” Or, if you are unemployed, a person might inquire what you have done most recently.
Too many people do not prepare or practice this, and when the time comes, they think they can “wing it.” The problem with this is that without prior thoughtfulness, your introduction will be less effective and perhaps downright boring to the listener. A common error of the unprepared person is to divert the conversation away from yourself, focusing on your former company or circumstances instead. Here’s an example of a dialogue which is NOT focused.
“My name is Carmen Londinski. I have a BS in accounting, as well a CPA. For the last three years I have been a division finance manager with the Bolger Corporation, a small manufacturer of specialty components for HVAC systems. Bolger has experienced rapid growth over that period. Needless to say, there were a lot of challenges involved in responding to the growth needs. Hiring and training were probably the most critical needs, and unfortunately we just didn’t have time to get to it because we were attending to quality and customer service issues………”
Do you see where Carmen strayed here? He started to talk about himself, and then he veered off into another direction, focusing on the company he was with, instead of himself and his role and contributions there. Beyond missing a one time valuable opportunity to allow someone to get to know him, Carmen has put himself in an awkward position where it is hard to stop, because when you are so close to your own situation, it is too easy to babble on and on.
A well constructed thirty second commercial has three components to it: 1) your background skills 2) your strengths and goals, and 3) transition statement or question with relevancy to the person you are addressing.
Here is an effective approach by a person who knows his value and accomplishments and can verbally communicate them:
“My name is Carmen Londinski. I have a BS in accounting, as well as a CPA. For the last three years I have been a finance manager with the Bolger Corporation, a small manufacturer of specialty components for HVAC systems. I have been assisting this company during its rapid growth period, by implementing more sophisticated budgeting and accounting processes, as well as selecting and implementing a new MIS system. I have a strength in the area of cost controls and measurements. Last year alone my efforts saved over $230,000. I’m now aspiring to additional responsibility, perhaps in a larger organization….”
Following your 30 second commercial you should also be prepared for a transition statement which makes the conversation more purposeful and relevant to the particular situation you are in. Here are some situational examples:
An informational interview would necessitate your asking a probing question of your contact. “Janet, given my niche background, how do you think I might be received if I were to target a different industry such as yours?”
An employment interview might require reflecting a question back to the interviewer such as, “Mr. Goddard, what aspects of my background would be most valuable for the position we’re discussing today?”
In a telephone inquiry you will ask the contact for the information or action that you want. “Ms. Barkley, when will you be contacting qualified individuals for initial interviews?”
Your 30 second commercial is a clear and concise script about your skills, accomplishments and goals, followed by an appropriate transition statement. Don’t get caught speaking with that very important contact and embarrassing yourself, or worse yet – losing a valuable career opportunity. You never get a second chance to make a first impression.
