Core Messages, Part 2
In the preceding article, I showed how
to develop a 'Core Message', your unique marketing position that
shows your selling points in comparison to the needs of the employer
(and influenced by the competition). In Part 2, the topic is how to
use this tool. To simplify the discussion, I am using a Teen Worker
as an example, but the principles apply universally.
The first action is to customize the
core message for each individual industry or employer. This is
important because each employer has distinct needs, and the
competitive situation also changes.
For example, you may develop a core
message for McDonald's on Main St., which just so happens to be down
the block from a large retirement community. They have a bunch of
Senior Citizens who work there, and they need people who are willing
to work until closing at midnight. At the same time, the McDonald's
across town is loaded with young second shift workers, but can't find
any daytime help. These realities affect the way that you present
yourself as an employment candidate.
So how do you present yourself? Rely
on the Core Message. It becomes a thread that runs through the
entire process. In Part 1, I showed a teen candidate who developed a
simple message of:
- Perfect attendance at school.
- I finish my tasks.
- I take pride in accomplishment.
- Accurate.
- Trustworthy.
When this teen applies online at his
targeted employer (McDonald's), there is a box that says “Is there
anything else you would like us to know?” All the other teens
leave it blank or write in “I will be hardworking”. OUR teen
writes in “I have had perfect attendance at school for the last two
years. I finish what I start, and I take pride in my work. I am
accurate, and appreciate the trust that an employer has in me.”
Later in the online application
process, it asks our teen if they would like to upload a resume.
Most teens just skip this. Our future employee uploads one that
matches his core message (See The Simple Resume at
http://thejobsguy.blogspot.com/2012/02/simple-resume.html).
Assuming that the employer has a need,
and our teen has done a good job of demonstrating his ability to meet
that need, there will be a telephone call. The Hiring Manager may
screen briefly, and ask a few questions. When this happens our teen
candidate does not need to panic, they have a (successful) Core
Message prepared:
Hiring Manager-”Can you tell me a
little about yourself?”
Teen-”Well, for the last two years,
I have had perfect attendance at school. They gave me a gift
certificate because it is hard for students to do.”
Hiring Manager-”Do you have any
experience?”
Teen-”Since as long as I can
remember, I have had to do chores around the house. I also cut
grass for a lot of the neighbors and do yard work. I think that
experience has helped me learn to take pride in my work.”
This type of brief telephone interview
is likely to result in a face to face interview. When that happens,
the Core Message comes back into play. By the time you get to a
formal meeting, you know that they are looking for the 'product' that
you are selling.
Now, for a couple of tips and notes.
The Core Message is your 'bullet points' or highlights. Think of
this as a guide, not a script. You do not want to become robotic, or
inflexible. If new information comes up through the process, and it
is helpful, add it in.
The Core Message becomes the thread
that ties everything together. It helps you to have a consistent,
focused presentation, and helps you show the employer the information
they need to select you over the other candidates.
Good Luck and Best Wishes,
Chris
Links to my work, “Beyond a Career
Crisis”:
Kindle Edition
Paperback Edition
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