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.”

 

Ten Steps to a Resonant Personal Brand Statement

As public relations experts we strive to successfully deliver the goods for our customers and clients. “Brand” for us is critical and a solid reputation is what is important at the end of the day. Words are the vital threads that we weave together in a cohesive statement that fully and succinctly describes the organization so that it strongly resonates with customers and other audiences. Yet who among us has taken the time to consider a statement that describes who and what we are and the value we bring to those with whom we work and interact.

Perhaps it is time to treat ourselves as clients and spend the intellectual capital required to effectively brand ourselves. So how best can you smartly craft a brand statement that will help you strongly resonate with customers, clients, friends and family? Here is a ten step approach that can help you encapsulate the essence of "you." Bear in mind this exercise may take up to two weeks to two months depending on how responsive your friends and colleagues are and the amount of brain power you dedicate.

The basic framework for a smart brand statement is typically one sentence that succinctly captures your value in a way that is memorable and intuitive. The structure might be as follows but use your best judgment based on your own style:

“I am (your name) and (an/a) (descriptive attribute) (title/role noun) (descriptive verb of value) (object of value noun).“

For example, "I am John Doe and a versatile and experienced PR brand strategist focused on surfacing and promoting the vital attributes for organizations to strongly bond with their audiences.”

Statement Guidelines: As noted, the simpler the statement, the likelihood it will be more memorable. So keep these criteria in mind as you craft your brand description.

1. Keep it simple
2. A reminder of the beneficial effects of your talents/skills
3. Intuitive
4. Understandable
5. Easy to Remember6. Paints a picture
7. Universally understood

The Process: As you go through the ten step process, be thoughtful, penetrating, honest and brief.

1. For each session that you spend on this exercise, sit down in a comfortable place with your favorite instrument of composition and beverage of choice.

 2. Compose a list of your six best characteristics as you view them. Be succinct but descriptive. For example, “versatile,” “strong writer,” “insightful strategist,” “intuitive thinker,” etc.

3. Ask five of your best friends to compose a similar list of your best six characteristics as they view them.

 4. Next ask five colleagues at your place of work/business to do the same assuming you are actively employed. If not, ask five colleagues in your support group.

5. With all characteristics in hand, create a 6 by 11 matrix so that you can assess, cross check and select the characteristics that are most common among you, your friends and work colleagues. Make sure that the most common characteristics or traits personally resonate with you.

 6. With your characteristics narrowed down and in hand construct three sample statements based on the framework noted above that are authentic, fit your thinking and match your character.
 

7. With the three statements in hand, enlist the help of your colleagues and friends to provide to you their favorite two statements.

8. Go through the same exercise as step 5 and select the two most preferred statements. And sleep on it.

 9. With fresh eyes and brain, select the one statement that most resonates with you and commit it to memory.

 10. From here on in, use this statement religiously and consistently until you decide it is time for a new role for yourself. Feel free to use this statement for the introduction on your Linkedin, Facebook and Twitter profiles or any other social infrastructure platforms that you employ.