Crafting a Compelling Career Narrative*

* If you want to quote from this presentation, please give credit to 21st Century and our

upcoming book on “Emerging, Evolving and Mature Occupations

What Is a Compelling Career Narrative?

• Targeted statement of your contributions

• Consistent demonstration of your capabilities

• Vivid and believable summary of your accomplishments

• Coherent story that makes sense to your targets

Why Bother?

• Minimizes confusion & unwanted questions

• Increases your chances for being screened in

• Addresses employers’ needs directly

• Helps make you memorable and compelling

• Places your skills in context

• Highlights a positive career trajectory

How Do You Create a Compelling Narrative?

• Define your top 1-3 targets

• A target is:

– Position title (s)

– Industry

– Entity type or company size

– Geography

– 200 possible positions

How Do You Identify Your Targets?

• What is the position typically called? • Importance of job titles & power of keywords• Different job titles for same position; different

descriptions for same job title• Analyze appealing ads online and in newspapers.

Do a Google search for the topic

Identifying Your Industries

What types of industries have you worked in?

What industries are you familiar with?

What industries are hiring?

Entity Type

• Large, usually multinationals

• Small and middle market companies

• Nonprofits—higher education, social services, associations, volunteer

• Government

Geography

• Willing to relocate?

• Willing to go to NYC?

• Commute within a radius – mileage or time

• Helps you identify targeted companies

Examples of Targeted Companies

• Who are typical employers in your target? Consult online and print directories- companies & associations

• What kinds of employees do they have?

• Who’s advertising on job aggregators or on their own websites?

• What companies would someone recognize?

O

What Does a Compelling Narrative Include?

• Job Analysis• Success Stories & Accomplishment Statements• Marketing Plan• Resume, Linked In Profile, Info. Interviewing• “Elevator” Pitch & Networking• Interviewing

Job Analysis• Find 3-5 appealing ads for your target. Summarize

• Job Requirements My Contributions– Skills - Built consensus & led team to develop

new loan, increasing sales by 15%- Fill in more after success stories

– Experience– Certifications– Education– Other

Success Stories

• Can be work, volunteer, or personal activities• Think of projects or assignments you have:

– Enjoyed– Had a sense of achievement– Felt you did reasonably well– Are relevant to the job analysis for the target

Reality Check Stories

• Do you have vivid stories for at least 50-75% of the job requirements for your target?

• Have you included all relevant experience? (paid, volunteer, education, training)

Template fo Success Stories

• What was the context or situation that you faced?• How did you get involved and what role did you play• How did you get it done—motivated skills• What difference did it make—quantitative & qualitative

measures

Salsa

• Manufacturing Plant Foreman

• High level marketing position

• Accomplishment statement about introducing salsa to market

Weave Elements from Success Stories into Accomplishment Statements

• Vivid succinct statement that includes the situation, actions you took and the results.

• STAR (situation, task, actions, result) or PAR (problem, action, result)

• Your skills, personality, expertise come to life through these examples

Marketing Plan

• Promotional tool usually 1 page

• A target –position, industry, org type, geog.

• Key skills, attributes and experience

• At least 5-10 companies in your target

Sample Marketing Plan

• Target: Financial Analyst

Health Industry

Large Organizations (profit and nonprofit)

Within 45 minute commute

Key accomplishments:

Reviewed & improved revenue proposition for product line extension…

Marketing Plan Cont’d

Hospitals Medical Practices Insurers

St. Barnabas Summit Med. Group United

Resume is a Marketing Document

• Present a brief consistent career profile

• Show how you can solve targets’ needs through accomplishment statements

• Choose format & length that works for you and your target

Resume

• NOT A JOB DESCRIPTION ----• Credible, memorable picture of how your skills, experience, etc

enable you to significantly contribute to employer’s needs• Highlights most salient accomplishments• Emerging, evolving and mature occupations require different

approaches. • It Depends: Chronological, functional or combo, 1 or 2 pages, dates,

title v objective or summary

Linked In Profile

• Match to main target in how you title yourself

• If using combo resume, build more skills & accomplishments into summary

• Consider adding (volunteer) positions into employment

• Use key words in title, summary, current and past positions and in interests.

Elevator Pitch and Networking

• Reword Resume Summary

• Highlight a key accomplishment or 2 that reveals relevant skills and experiences.

• End pitch with a brief description of your target and an example

• Learn how you can help the other person

Correspondence

• Includes: cover letters, emails for networking, thank you letters

• Revisit ad or interview questions for key issues

• Emphasize skills that meet employer needs

• Thank you letters – Highlight areas that resume and/or interview may have omitted.

Interviewing• Research company and competition

• So tell me about yourself – reworded elevator

• Behavioral - What are your weaknesses or strengths?

• Case situations – how would you handle…

• Use accomplishment statements to answer

• Ask a pertinent question after you respond

Negotiating

• Try to get company to make first offer• Research market rates for compensation

packages for position in your area- salary.com• Summarize how your expertise enables you to

meet company objectives more quickly, completely, etc.

Compelling Career Narrative

• Compelling accomplishment statements

• Targeting

• Marketing Plan

• Resume & Linked In

• Correspondence

• Networking and Interviewing

• Negotiating

To Learn More

• Please visit us at:http://21stcenturycareer.com/