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Marketing Your Total College Experience to Todays Employers University of Tennessee Professional Development Series Host: Russ Coughenour Speaker: Donald.

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Presentation on theme: "Marketing Your Total College Experience to Todays Employers University of Tennessee Professional Development Series Host: Russ Coughenour Speaker: Donald."— Presentation transcript:

1 Marketing Your Total College Experience to Todays Employers University of Tennessee Professional Development Series Host: Russ Coughenour Speaker: Donald Asher

2 Missing from the C.V. Dian Fossey Gorilla Fund International I was just a volunteer Also: We dont do a lot of candy around here…

3 Our Main Point A 4.0 in the right major is not enough to get a job

4 Our Main Point Important skills are indicated by more than your GPA and your major! Even casual experiences can prove skills Students need to get all the credit they deserve for skills, wherever and however they obtained them Were going to show you… How to show skills in writing and in structured and unstructured verbal settings

5 We Want to Influence Your Approach Content for… Resumes Broadcast emails Networking interactions Interviews of all types How do you sell your total college experience in terms employers can embrace??

6 We Also Want… Consider picking up some key skills, or gaining some experiences that will prove you have these skills Its never too late to tweak your approach to getting all you can out of college…

7 Starting Point What do employers want, and what do they say about new hires?

8 What Employers Value Most (NACE) 1. Work in a team structure (4.60 out of 5, 5 = extremely important) 2. Communicate verbally with persons inside and outside the organization (4.59) 3. Make decisions and solve problems (4.49) 4. Obtain and process information (4.46) 5. Plan, organize, and prioritize work (4.45) 6. Analyze quantitative data (4.23) 7. Possess job-specific technical knowledge (4.23) 8. Software proficiency (4.04) 9. Create and edit written reports (3.65) 10. Sell, persuade, influence others (3.51) NACE Job Outlook 2012

9 What (Some) Recruiters Say Hire for attitude, train for skills

10 But What They Really Want Is… Both

11 What Employers Want in College New Hires (AACU, Hart Associates, LEAP) Association of American Colleges and Universities Liberal Education and America's Promise

12 More from the LEAP Study 12 Complete a significant project before graduation Complete an internship or community-based field project Learn about cultural and ethnic diversity in the United States Learn about cultures in other parts of the world besides Western Europe and North America Employers say they want from students… 84% 81% 60% 58%

13 Employers not impressed with educations product (LEAP) 13 Doing good jobSome improvement neededSignificant improvement needed 60% 68% Two-year colleges and universities Four-year colleges and universities

14 From a Major SHRM Study Two largest deficiencies of college graduates: Writing Leadership What they mean by leadership: the ability to make decisions and get things done, i.e., agency

15 A Sad Truth Many college graduates dont write good Bad writing, by some surveys, is the number one complaint about new hires

16 What This Means Your degree, by itself, does not convey to employers that you have the skills they seek

17 Examples Your major doesnt convey skillsets employers say they want: Chemistry, they dont assume you can work on a team, or manage your own project English, they dont even assume you can write My brother hires engineers based almost entirely on soft skills Can this engineer talk to a client?

18 Your Best Feature May Be Unpaid Organized SummerFest, an event drawing 5,000 students to participate in 17 alcohol- free activities, total budget of $23,600, all- volunteer staff of 35. SummerFest was the largest alcohol awareness event ever produced on our campus

19 The Seven Skills Employers Seek in a college graduate: Writing Quantitative Reasoning Work on a Team Communication & Presentation Skills Organizational Abilities (projects and self) Leadership (agency) Global Perspective

20 Major and Minor and Electives Activities Internships Shadowing Field Work and Labs Volunteering & Community Service Jobs Sports Study & Travel Abroad Hobbies & Avocations Skills Evidence You Can Feature from Your Total College Experience

21 Dig Deep! Even your letter to the editor is something that you can feature with an employer

22 Soft Skills Matter Student activities, extracurricular and co- curricular activities often best ways to prove: Sales skills Organizational skills Leadership experience Drive and initiative Charisma Creativity

23 First, Survey Your Total Experience What did you do? What did you learn from it?

24 Build a Databank of Accomplishment From any experience, from church to weekend pickup basketball…every experience counts What did you do? What did you learn from it?

25 Telling Stories in a Business Setting Use your list of accomplishments as a source for stories, interview content, resume items… Learn to tell a business story Good stories have a point, they are rich conductors of information

26 Behavioral Interviewing Questions Beg for story Tell me about a time when… Be ready with a selection: Problem on a team Dispute with a professor Financial or time constraints

27 Hero Stories Hero stories You are the central actor in the story You are the agent of action Beginning – middle – end 1. Introduce the characters and/or setting 2. Lay out the problem 3. Tell how you addressed the issue successfully Has to have a happy outcome or you shouldnt tell that story

28 One Good Formula P.A.A.R.L.A. Problem Analysis Action Result What I Learned from this is… How I Applied this in other contexts…

29 Identify Hard Skills and Soft Skills Examples of Hard Skills: Business-level proficiency in speaking and writing Spanish Chem Lab bench skills with a spectrophotometer Statistical analysis using SPSS, including regression analysis Can design and modify web pages using RE- TULE v.8

30 Examples of Soft Skills Can interact successfully with clients, for example: Professional phone etiquette Can make a presentation or pitch using PowerPoint Can be charming at a business dinner sitting next to the decision-makers spouse

31 Examples of Soft Skills All those intangibles… Professional dress and demeanor Punctual Honest and forthcoming but… Know what not to say in a meeting or to a client Can manage my work without constantly seeking approval

32 Experiences vs. Accomplishments Everybody showed up, but what did you contribute? Routine duties dont sell Accomplishments sell In every experience, identify your contributions and accomplishments, however grand or small (well devise a method to sort and prioritize them in a moment)

33 Quantification On the raw listing of every experience, quantify everything Quantification conveys verifiabilty I taught 16 students, 12 and 13 years old, the four swimming strokes used in the Olympics I delivered papers to 162 homes in the neighborhood, seven days a week Out of the 32 campers in my cabin, 100% signed up for camp for the following summer

34 Secret Twist to Quantities Advanced technique: Always consider the context for a number. Do you present it as a % or as a raw number? Do you present it in comparison to someone elses performance, a goal, or a prior mark?

35 Ex.: All the Same Root Datum I sold 157 wombats I sold more wombats than anyone else in the company I sold 123% of my assigned goal for wombats I sold more wombats than the prior rep for my territory I won a sales award for sales of wombats I was fired because I didnt sell enough trilobites, and wombats were really a sideline

36 Which Brings Us to: Discretion Every single thing in your resume and every single thing you say in an interview has to be true… But you dont have to reveal damaging information, or even just less impressive information Present the best side of the truth

37 Heres the Covenant You have to tell the truth and nothing but the truth, but you dont have to blurt out the whole truth

38 Example Why an employer will ask you: Whats the worst mistake you ever made?

39 Back to Your Database of Accomplishments Consider the financial or other ramifications of your contributions In the university development office, my telemarketing team brought in over a million dollars to the annual fund, helping to reduce the need to raise tuition

40 Ramifications My letter to the editor got the weekend parking regulations changed for everybody, students, faculty, and staff I got the manager to reduce the portion sizes for desserts by half, reducing costs by approximately $13,000 per year, and eliminating over a million unneeded calories

41 A Joke, but a Fun Example On my last job I was assigned to sweep up the dock. I requisitioned a 12 broom to replace the old 10 broom… thereby creating a 20% increase in efficiency

42 Search for the Superlative! first most only youngest highest top best fastest

43 Search for the Superlative! Selected to go to Washington, DC for training vs. Only intern selected to go to Washington, DC for training

44 Search for the Superlative! Named team leader vs. Youngest employee in the history of the company to be named a team leader

45 I Know Youve Heard This… Internships matter 80+% of employers want you to have had one May trump major, grades, and intentions Summer, fall, winter, spring, full-time, part- time, paid, unpaid, volunteer, even just a couple of hours a week… Whats new: Postbaccalaureate Internships Virtual Internships

46 Convert Language to Employers Students use college language, and dont know industry jargon Skill claim of student: I am good at writing and editing What the employer wants to hear or read: Skilled copywriter, editor, and proofreader. Detailed knowledge of all major style guides, including AP, Chicago, APA, and others

47 To Jargon or Not to Jargon Jargon identifies you as an insider! Want to work in a hotel? Put F&B in your resume… Want to work for a car dealer? Put F&I in your resume… Want to work on Wall Street? Know the difference between buy side and sell side Want to work in student services? Know not to call them dorms

48 Want to work in HR? Put HRIS in your resume Want to work in the movie industry? Know the difference between a best boy and a grip Want to work in venture capital? Mention mezzanine funding in your interviews RESUMES & INTERVIEWS should be full of job- specific language

49 How Do You Learn Industry Lingo? Get out there and talk to some employers! Aiden gets a job…

50 Accessing the Right Employers You need to learn the right lingo! You need to learn the secret handshake! Shadowing & Field Visits Informational Interviewing Internships

51 Shadowing/Field Visits/Info Int Questions to Ask: 1. How did you get into this? 2. What kind of preparation is typical to get into this? Is that really required, or just the typical approach? 3. What was different from what you expected? What was the biggest surprise when you went into this? Any myths you want to shatter for me? 4. Who else does this? What other companies? Who else should I be talking to? 5. What ensures continued advancement? 6. What is the typical career path out of this position or field? What does this prepare you for next? For example, Whats next for you? 7. What advice do you have for someone like me?

52 How to Talk $ Dont ask about their salary or salaries at their company. Ask, What could a person expect to make in a position like this? or, What would be a typical salary industry- wide for a position like this? then subtract 10 to 40 percent

53 Stumble onto an Opening? That sounds like a very interesting opportunity. How would I go about formally applying for that position?

54 Soup Ingredients Rule Not by weight or volume, but in order of importance to your audience What knowledge, skills and abilities are critical to performing in this position? What kind of person or personality would thrive in this situation? If you were hiring someone for this position, what would be most important to you?

55 Prioritize & Highlight For each experience, in the resume and in the interview, feature information in order of importance to the audience

56 Selling the Major, Minor & Electives Can list specific classes and course content on the resume, under the Education heading Dont just use actual class name Coursework included… Especially effective for minors and electives

57 E.g., Music major seeking jobs in business and marketing: B.A., Music, Ginormous University Coursework included: The Business of Music Introduction to Marketing Business Writing, including Writing to Persuade History of Rock & Roll, including analysis of Marketing & Promotions of R&R Legends

58 Also includes skills picked up across several courses Coursework included: B2C E-Marketing Covered in four different classes, Marketing 101, Psychographics, Principles of Web Portal Design, and Senior Symposium: Trends & Developments

59 Education, Coursework, Honors, Activities:

60 Experience Section of Resume Dont write Jobs, as a heading, write Experience Full-time, part-time, paid, unpaid, volunteer, even casual

61 List Pertinent Volunteer Experiences on Resumes Just Like a Job Poetry Slams! Organizer Organized and produced a poetry slam season. Identified and featured poets from students and faculty. Brought in guest poets from the surrounding community. Set up stage and event space. Worked with Campus Affairs, a department of the Presidents Office, to publicize our readings. Obtained first local media coverage of a poetry event by students in the history of the college. Learned to plan, organize and promote an event, serve as MC, serve as a spokesperson, and create enthusiasm in the larger community.

62 Volunteer, Unpaid Position:

63 Sports What did you learn or demonstrate? In an interview you can mention… Time management Team work skills Ability to take direction (coaching) Leadership Train others Etc.

64 Using Additional on Resume ADDITIONAL Knowledge of business protocol in Latin America and the Iberian Peninsula. Fluent in Spanish; basic Portuguese. Travel to Brazil, Argentina, Chile, Portugal, Spain, Japan Hobbies include translating science fiction from English into Spanish, and designing and flying novelty kites

65 Warnings Dont put height, weight, marital status, date of birth, SS number, or place of birth on most American resumes Dont put citizenship status (some exceptions) Dont put high school (some exceptions)

66 Make a Systematic List Every time you revise your resume Every time you prep for an interview What skills will be valued, and in what order? How can you show that you possess these skills???????????

67 Again, Skills Most Commonly Sought in a college graduate: Writing Quantitative Reasoning Work on a Team Communication & Presentation Skills Organizational Abilities (projects and self) Leadership (agency) Global Perspective

68 Again: Where Skills Can Come From Classes Activities Jobs Internships Sports Travel Self Study Dont leave any skill or experience out if it will impress an employer

69 Finally, Ask Yourself Do you need to pursue an activity or experience to be able to prove a skill that is critical for your career goals? If so, get on it! Its not too late!

70 Good Luck! We hope youll use these techniques to market all your college experience to employers, in resumes and in interviews, in the language that the employers use themselves

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