Top Ten Reasons to Connect with Someone You Do Not Know.

As Porter Gale launches her new tome Your Network is Your Net Worth, I am reminded of another aspect of networking that has both risk and opportunity.  How do you handle requests to connect from people you do not know or know little? I have written previously about the Etiquette of Connecting and those rules still apply for most if not all situations.  That said, conventional wisdom would have it that you simply do not connect for the precise reason that you do not know the person.

Consider this however, there is a possibility that the person who wants to add you to their network may hold the key to your future, can add value to one of your endeavors or contribute to someone in your network.  So what are the metrics to consider in assessing the benefits of connecting. Herewith are the top ten reasons to connect with someone you do not know.

10. Someone in your network knows the requester, can validate their identity and give you a rationale to linkup.

9. The requestor works at a company with whom you are familiar and may be in a position to be helpful to you now or in the future.

8. The career of the requestor squares with your interests and can serve as an example to emulate.

7. The requestor could be a potential customer by virtue of their current job, sphere of influence, network or memberships.

6. You and the requestor are enrolled in one or more of the same LinkedIn Groups.

5. The requestor seeking to connect is a headhunter in your field.

4. The requestor is a member of the same trade or professional association as you.

3. The requestor hails from another country, is in the same industry and shares similar interests.

2. The requestor presents a cogent reason, rationale or argument why it’s important to connect with you.

1. You have an opportunity to enlighten, engage and add value to another human being you did not know.  You also have the potential good fortune to broaden your knowledge, gain new perspectives on life and maybe learn things you might otherwise have remained ignorant about.

Burnish Your Brand by Sculpting with Social

Never look a gift horse in the mouth.  There has been no time in history where it has been easier or more efficient to sculpt your personal brand to highlight your passion, spotlight your skills and expose, to the world, your accomplishments.  The proliferation of platforms has made it possible to deftly create or surface a specific identity that conveys who you are, your particular interests and your ultimate objective in life. 

Let’s take stock of the possibilities.  Let’s say for example that you have a penchant for being a wine PR aficionado.  How and where do you convey that fact so your name will be associated with Wine PR when a hiring manager, HR representative or recruiter goes casting about online for a wine public relations professional?  Consider the following:

Resume: Start with your resume and craft it with an emphasis on what makes your background, experience and abilities qualified for a role as a wine PR expert.  Tailor each job with the type of experience and ability relevant to doing wine PR.  Begin your resume with a summary statement that forms your 30 second elevator speech.  See “Constructing an elevator speech.”

Blog: Try your hand at blogging about Wine PR. The key here is to be prepared to have a regular schedule of blog posts. The blog can focus on your experience, case studies, creative ideas, people who are authorities or thought leaders, what others are doing or techniques, just to name a few tactics. Also, invite your colleagues and others in the field to guest post. Also, pick a title for your blog that is intuitive, clever and interesting.  Make sure you then amortize the blog over other social infrastructure platforms such as Facebook, Twitter, LinkedIn, Quora, Pinterest, etc.

Linkedin:  Construct your LinkedIn profile to reflect the character and language of your resume.  Pay particular attention to your “Professional Headline” and “Summary Statement” insuring that they are descriptive and relevant to wine PR.  For example, the headline might read as follows: “Wine Publicist” or “Word Sommelier.”  Then your summary statement could read as: “Wine wordsmith and promoter with experience communicating, positioning and promoting wines of Napa and Sonoma.  Crafter of culinary compositions to whet your appetite and satisfy the palate.”

In addition to your profile, look for LinkedIn Groups that focus on “wine PR.”  Do a simple search to ID the groups and then depending if they are open or private, apply for membership.  With that accomplished, engage with the groups, add original thought and content and add value where and when appropriate.  Also, if there is an absence of groups related to your focus, create a Group or two that that puts a stake in the ground about “Wine PR.”  Have a mission and objective that will be attractive to others in the field.  Once completed invite others to join and collaborate.

Facebook:  First, have your Facebook profile mirror your LinkedIn profile, emphasizing your skill set and accomplishments in doing public relations for wineries, retail outlets, vineyards, varietals or whatever if your preferred calling . Next when, and as you post your updates, focus them on content, photos, opinions on topics related to the wine business and PR. That's not to say you should not post other content. The key is over time you want to build up a legacy of content that portrays your interest and experience in Wine PR. One more point. Post content that is thoughtful, instructive and interesting.

Pinterest: The Pinterest platform is a terrific vehicle for posting content that is focused and instructive. You have a couple of alternatives. Create a board focused on "Wine PR," where you pin interesting content about aspects of wine PR. It could be your own content, links to blogs about wine PR or interesting vineyard images. The other alternative is to find boards that concentrate on wine and PR and constantly post topics and pins that again are interesting, unusual and educational.

Twitter:  If you already have a Twitter handle, no issue, get a second one.  Create a handle that reflects how you want to brand yourself, for example “PRWineDiva.”  Intuitively it establishes your role as a public relations pro involved in the wine industry. 

Next, in 140 characters or less, tweet ideas, advice, news, counsel, requests, other sites (like your blog posts,) or any piece of information or knowledge that conveys something about “Wine PR.”  Do this consistently.  In addition, start following other wine divas and people whose livelihood depends on the grape.  Also follow other bloggers and reporters who write about wine.  In due time, people will start following you based on your own content and posts.  Also, register yourself on platforms like Twellow.

AboutMe: The “About.Me” platform enables you to create a universally accessible splash page that encompasses the different facets of your life.  It provides a single page where you can display graphics and a summary of your career or a biography and icons that link, in real time, to your social media profiles.  Icons are available for most of the major platforms.  Insure that your biographic information includes aspects of your experience and accomplishments in “wine PR.”  Also, consider using a graphic design or photo that features you in a setting related to the field of “wine PR.”

Quora:  A crowd-sourced information site, Quora.com is one of the pre-eminent platforms for asking questions and finding answers from [people with first-hand experience.  It is an ideal site to populate with information you know and can share with others based on your experience and knowledge.  Make liberal use of your focus to both ask and answer.

Visual CV: VisualCV.com is a virtual resume that is searchable and discoverable by search engines.  The site couches itself as “Your Resume, Only Better.)   It allows you to create an “access anywhere” a complete history of your career and accomplishments together with a portfolio.

What other platforms do you employ to burnish your brand.  Please share in your comments below.

Five Tips Following Graduation -- A Guest Post from Nikki Yourison

The PR Job Coach is now featuring guest posts from time to time from notable people who have important things to say.  This week we have a post from Nikki Yourison a soon-to-graduate public relations novice.  Let us know if you have a point of view that could benefit our readers.

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I am Nikki Yourison, an aspiring PR professional with a passion for entertainment PR.  I work with many organizations and successfully execute events, coordinate philanthropy and manage reputations.  Here is my tip sheet on graduating.  

(1)   Research

In PR, you should know how crucial research is. So why not use it to your advantage when you’re stuck in limbo? Here are (3) things you can research: 

1.    Interest → what do you want to do with PR? 

2.    Locations → where do you want to work? 

3.    Businesses → what are you looking for from your future employer?

(2)   Networking, Networking, Networking

          

Getting to know your surroundings and competition will only work to your advantage in this industry. Unlike a lot of careers, PR practitioners work together and “mutually benefit” each other.

(3)  Broaden your sphere: PRSSA membership on your campus

PRSSA is made up of more than 11,000 students and advisers organized into 300 plus Chapters in the United States and one in Argentina”. If you aren’t yet a part of your campus organization, it’s not too late. An alternative option if you don’t have a campus chapter, (in addition to PRSSA) is to join PRSA as a national member.

 

(4)  Set Your Objectives


As a PR Pro coming up with objectives is basic knowledge, but did you ever think to do this for your future? Be sure to make them S.M.A.R.T.

            
              Specific

              Measurable

            Achievable

            Realistic

            Time Specific

(5)  Positive Attitude

Don’t feel discouraged when someone turns down your resume, just move forward and better yourself. Constructive criticism is a good thing.  

Here are Nikki's coordinates:

Nikki Yourison , President
PRSSA, Walter E. Griscti Chapter
University of South Florida
nyourison@mail.usf.edu
Blog: http://nikkiyourison.wordpress.com/ 

Getting an Edge; Why Your Elevator Speech is Crucial to Job Search

Landing an interview, let alone a job has never been tougher as we enter 2013.  Job seekers still outnumber jobs available by four to one, not very good odds.  And one of the biggest obstacles job hunters face is how to present and describe themselves in simple yet compelling language.  Do you know who you are?   This is what is commonly known as the 30-second elevator speech, a two to three sentence verbal description of who you are, what you do and what is your value.

 

The thirty second elevator speech derives from the time it takes to ride an elevator, which is about the time it takes to succinctly self describe.  Writing and committing to memory a thirty second elevator speech is one of life’s most difficult tasks even if you are a communications professional. Much has been written about 30-second missives but I have yet to see prescribed how best to manage such a construct.  Well, here is one methodology that may help you craft and recall an elevator speech that is effective, memorable and enduring. 

Grab your favorite beverage, writing instrument of choice, your favorite easy chair and a relaxed mindset.

 

Consider thoughtfully every job you have ever had and write down what factors made the job most enjoyable and rewarding.

 

Reach deep into your psyche and tap out any and every professional passion you have or had.  For example, think about the aspects of your career or work that fire up your adrenalin.  

Draw from your resume or experience, a legacy list of accomplishments you have made in every position you have held.   As an aid, consider how you have helped your employers reach their goals and objectives.  Also, ping former colleagues to get their opinions on what they believe were your achievements. 

Identify the terms that best describe your work history, current or most recent jobs and/or career aspirations.  Think about functional titles that you have operated under during your career and well as those title(s) that reflect well what it is you do or want to do.

 

Assemble the data along the following categories and prioritize them based on importance.  Who you are, what you do, what is your passion and what is your value (or what do you bring to the table)  and what are your accomplishments.

 

Construct a matrix that is four cells across and as many columns vertically that can contain all of the characteristics that you have listed characterized according to 1) Who you are 2) What you do, 3) Your value and 4) Your achievements.  Fill in the table with the data from above that you have collated and prioritized.

 

Pray over the table of information that you have assembled for whatever time you need to absorb and identify the best components that will comprise for your elevator speech. 

 

Mix and match each of the components in a way that is resonant with how you intuitively think about yourself.  When you feel you have struck gold, write down the exact words that most resemble you the person and gives you the best gut feel.

 

When you have the statement, repeat it for as often as it takes you to remember it.  Feel free to employ your mirror to constantly rehearse so that it is indelibly committed to memory and rolls off the tongue in an easy and natural fashion.

Voila, your statement is finished.  Use it, say it, tell your friends and be ready to employ it whenever the occasion arises.  In practice, many people fail at interviews because they are not able to succinctly and successfully say who and what they are.  Employing your 30-second elevator speech will give you an edge that will increase your chances of connecting emotionally and chemically with a potential boss.     

Here is an example of a powerful elevator speech from a former student.  “I am Emily Jones, an aspiring PR professional with a passion for fashion. Employing solid planning and prose, I have produced successful events for hundreds and remained calm and composed.”

 

Terms of "Undearment" -- Words You Should Strike from Your Career Content

In this age of personal branding and virtual knowledge, we all struggle with how to best describe our value, and the talents and abilities we bring to the party. And as we know instinctively, no amount of hyperbole or word inflation will mask our true character to people we know and who know us. Honesty, authenticity, and simplicity are the rules of the day when it comes to describing ourselves, our values and, most important, our value.

With this in mind, I have taken some time to enumerate words and phrases that should be eliminated from our lexicon and the written words in profiles and resumes. The envelope, please:

“Seasoned.” The word may be analogous to long experience, but let’s face it, you are not a piece of meat or fish. It’s a good word to use in gastronomy but not to describe your experience, value, accomplishments and career track record. A better alternative is “experienced,” “tested,” “accomplished,” or “veteran.”

“Results Driven.” The sad fact is that the term “results driven” has been overused and abused. Everyone is results driven and many hiring managers now look askance at the term. So don’t use it. A better alternative may be “focused on accomplishing the task at hand,” “focused on achieving business objectives,” or “driven by strategy and business goals.”

 

“Team player.” It is a given. Unless you are not working, virtually every job requires people to work in teams or at least with one other person. And hiring managers tend to assume that if you have been successful at a job that you are able to work well with others. Possible ways of indicating that you are a team player, is to use terms like “diplomatic,” “tactful,” “able to excel under high pressure,” and “patient and resilient.” Another surefire method is to actually describe a project where you led a successful team. Keep it short, sweet, and succinct.

"Proven." Proven is an important descriptive word to employ but by itself is an empty promise.  If you have a skill that has been verified in practice, give evidence. Tell a brief story of the “proven” attribute. An example might be “led a team of 13 people in the successful development of an application to automate the validation of source code, ” or “managed a team of six to produce the company’s 48-page annual report to shareholders, which was awarded a ‘Best of Annual’ award by the IR1 Association.”

“Top flight.” Generally a term of performance, “top flight” connotes “high achiever,” “top caliber,” or “pinnacle of human performance.” If in fact you are at the top rank in your profession, say it in a way that is evidentiary, such as, “recognized as the top Hadoop coder by XYZ company for ‘project take off,’” or “awarded an LMN Award for best critical business writing.” In this way you have given demonstrable qualification of your skill set.

 
“Self Starter.” Unless you are the new Nissan Leaf, leave the term behind. Hiring managers and HR folks want visible proof. Simply saying it is not sufficient. Like a defendant, you need to present the evidence in the form of an impeccable statement like, “initiated the revamp of the widget manufacturing process that save the company 20% on raw material costs.” You get the idea.
 

 
“Perfectionist.” Gold at 24 carats is pure gold and perfect. We all strive for perfection, but no one is perfect. So lose the term and describe what value you bring to the table instead of the word “perfectionist.”

 
“Flexible.” Unless you are made of neoprene, provng flexibility could be painful. If, however, your thinking is flexible and you are able to easily adapt to changing environments or new conditions, you will likely want to visibly show how you have done so. Here is an example:  “developed successful strategy for communicating last minute CEO transition that resulted in favorable news coverage and a sustained share price.” 

“Trustworthy.” If you are pledging for the next rank in Boy Scouts, “trustworthy” is worthy. However, on a resume, it could beg the question. Another way of demonstrating trust is to note that you have previously held a security clearance from the Government (If you have) or simply to not worry about it unless you are applying for a job where it is an essential requirement such as “security officer” or “bank teller.” The fact is, unless the job is in the “security” domain, it need not be noted and can be handled in the interview.

How to Achieve Guilt Free Interviewing

You have worn a furrow deep into the carpet as a result of pacing back and forth in your office pondering how to prep for the upcoming job interview.  You struggle mightily understanding the company’s balance sheet and profit and loss statement.  Your brain is filled with facts and figures on the company’s business strategy as you try to memorize the biographies of the company’s C suite. 

Suddenly you break into a cold sweat as you near the time for your first round of interviews.  What do you say about yourself, how will you stand out from other candidates and will they like you?  If you have endured something similar to this scenario, you likely are not alone.

Interviews can be difficult.  But they really are an opportunity to shine and demonstrate your value to a potential employer.  Contrary to what you read, interviews are not designed to weed out the wheat from the chaff.  The thinning phase really takes place well before interviews are even considered. 

If you are human, you may have a tendency to forget this fact and end up blowing the interview.  However, there is always next time.  So to help guide you through an interview, here are some thoughtlines to achieve guilt free interviewing.

Focus, focus, focus! Interviews are employed to ascertain your value by the potential employer.  The organization wants to be convinced beyond a shadow of a doubt that you have the skills, will and chemistry required to get the job done, well and with a high degree of repeatability. 

Keep in mind that this is the chief driver and raison d'etre for the interview. There is no other purpose.  So keep your answers crisp and to the point.  Give enough information to convey your value but not so much that you put the interviewer to sleep or allow them the means to make their decision prematurely.

Just the facts, Madam! The interview is not a confessional.  Answer the question simply, convincingly and briefly.  It is not an opportunity for therapy.  It is also not a place to whine about your prior employment or how bad is your prior organization or its budget cycle or review process.  If you want to complain, talk with your better half or your preacher.  The hiring manager does not have time to listen to you whine and frankly does not care and has no interest.  He or she just wants to understand who you are, what you bring to the party, how good a match are you and whether you can do the job.

 

Be You.  Yes be you.  Be who you are.  Be authentic.  You are not competing for an Academy Award.  There are no points for acting.  Yes, be enthused, be energetic and be excited.  But most of all be yourself.  Be honest. Be relaxed.  And be calm.  Trying to be someone you are not will be quite obvious and you will likely receive a polite “thank you, but no thank you.”

     

No regrets, no guilt.  It is just an interview not a tribunal.  No one is going to execute you or excommunicate you.  If you follow the first three points above you have done your duty, given it your all and said your peace.  Be done with it.  Learn from what you said, did not say and what the interviewer had to impart about the job, your role and where you might fit. 

If the job was meant to be yours, it will surely happen.  Otherwise move on to the next potential opportunity taking with you what lessons you culled from the experience.  If it was a good interview you will likely feel it in your gut and you will be offered the job or asked back for another “look see.”  Know that you did well and gave it your best shot.  No guilt, no kidding!

 

Careers -- How to Change Horses Mid-stream

If your heartstrings are resonant with the folks mentioned in this New York Times article Lost in Recession, Toll on Underemployed and Underpaid you no doubt understand the challenges inherent in job search.  Landing your next gig in your own field is tough enough but changing careers or fields is not for the faint of heart or mind.   That said it is possible to change horses mid-stream but it is going to require diligence, patience and endurance.  Here are some ideas.

Enroll yourself in a boot camp related to the field you want to pursue.  Start by checking the professional development sites of the trade or professional associations that focus on the field.  Or even call the organization itself or a few of the members to get some guidance.

Start developing a network of professionals in the field to which you have decided to switch.  Chances are they can give you insight into their jobs. You might even ask one or two members to allow you to shadow them for a couple days to give you firsthand knowledge of what the field entails. You can do this by attending meetings and workshops by the local chapter.

Expand your network of contacts in the field and begin to institutionalize them through tools such as LinkedIn, Facebook, Google+, Ning and Viadeo, to name a few.   Associating on an ongoing basis with people who do what you want to could potentially give you entre to opportunities.  Also check sites like MeetUp.com to search for venues that focus on your career or topic of interest.

Pick up a couple of books on the career of your choosing and take a deep dive.  Also, sites like Slideshare.com and Quora.com may offer excellent content related to the field.  Do a search and absorb all you can.

Volunteer to work in the field gratis for a time.  If you are able to identify a company or two who is willing to take you on gratis, go for it.  Getting experience in a new field of your choosing is a benefit in itself and perhaps worth its weight in gold.  

Go Pro Bono.  Identify non-profit organizations in your chosen career and volunteer to help.  This will serve both as a means to get experience and it will add value to the non-profit.  In the process, you also get the opportunity to further build your network and spread the good news about your value.

Google yourself to assess what you are known for or how you are identified.  If it is not what you want, start taking steps to sculpt a profile that communicates your value and your professional focus.  This can be accomplished by appropriately managing the content on platforms like LinkedIn, Facebook, Twitter, and Google+.  To further solidify your focused profile start posting content on these various platforms that help describe your personal and professional persona.