Core Messages
A 'Core Message' relates to
the branding or image of a product. An iconic example of this may be
found in the Ferrari. What are the images and mental associations
when you hear 'Ferrari'? Red, fast, Sportscar, racing, horsepower
and so on. If you go to the Ferrari homepage, I guarantee that they
don't focus on fuel economy, luggage capacity or the number of cup
holders. Those discussions are left to the webpages of minivans.
This relates to a job search
because you are selling a product. Over the past 80 or so years,
Ferrari has learned well how to build a brand image and sell
expensive automobiles (Spoiler alert, it isn't the cup holders). Job
Seekers need to know how sell themselves as well as Ferrari sells
sports cars.
First of all, you must know
your strengths. For a young worker seeking a first or second job,
perhaps at a McDonald's, I often ask them to list three strengths,
and be specific. More mature, experienced, or qualified workers will
do the same exercise, adding up to 10 strengths, with a great deal
more specificity.
Returning to the Young Adult
Job Seeker, the first list of personal strengths generally comes back
with something like “I am dependable, hardworking, and reliable”.
Fair enough, but those are all worn-out meaningless buzzwords.
Let's break that down.
When asked, dependable
sometimes turns out to mean “I haven't had an unexcused absence
from school in two years”. That becomes “Perfect Attendance” in
a Core Message. Likewise, hardworking was recently defined by a
young job seeker to mean “I stay with a task until it is completed
because I take pride in accomplishing things.” Now we're getting
somewhere. Reliable becomes “I understand the importance of doing
my best work, in being accurate and trustworthy with assignments
given to me”.
When you have developed a
specific list of your strengths, it is time to pick and choose which
ones you are going to present to your 'customer' the prospective
employer. How many cup holders ARE in a Ferrari? It doesn't matter
because nobody buys them for that. A 2013 458 Spider Model has 561.9
horsepower, though.
Now, it is easy to know what
Ferrari buyers want in a car. How do you know what an employer wants
in a candidate? Use the I.R.A. Tool. This stands for Imagine,
Research and Ask. Simply imagine yourself as the Hiring Manager.
List the qualities which you think they are seeking. Grow that list
with research. Visit their careers page. Read their job postings.
Companies tell you what they are looking for. Finally, ask. If you
have a networking contact at the company, ask them. I once had a
client do very well by asking a Manager, “What kind of person are
you looking for?”.
Now you have two lists, your
specific strengths, and the needs of the company. Please take one
more step before developing your Core Message. Consider the
competition. Generally, in the labor market of today, it not simply
enough to fill the needs of the employer. You also have to out
compete many other candidates.
To return to the young
McDonald's applicant, they will successfully out compete other teens
when they talk about finishing the job, taking pride, and having
perfect attendance. Parents of teens are nodding their heads as they
read this. The 'Research' portion of IRA above might show that teen
McDonald's workers have problems with being on time, with sneaking to
text their latest love interest, and with social skills. Now you
have a third list that will help you prioritize your personal selling
points (strengths) in comparison to the needs of the employer.
That's the Core Message.
Your strengths, skills, and abilities relevant to the needs of the
employer. The way these are presented can be influenced by the
competition from the labor market.
How to use this powerful
Core Message will be addressed in part 2.
Good luck and best wishes,
Chris
Links to my work, “Beyond a Career
Crisis”:
Kindle Edition
Paperback Edition
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