Ace The Interview:
STRATEGIES TO SHINE AT THE INTERVIEW

By Susan Britton Whitcomb, NCRW, CPRW

Congratulations! You've designed a dazzling résumé, sent e-mails by the gross, telephoned dozens of former colleagues and friends, networked at every event you could think of, and you've now landed a multitude of interviews. Many people think, "This is it, I'll get the job. Once I get my foot in the door, I can sell myself." Okay, prove it!, because you'll have to do just that to your prospective employer... sell yourself!

Quick! List three good reasons why an employer should hire you ... and do it succinctly within 90 seconds.

If you can't, do you think the employer will? This is NOT the employer's job - they don't have the time, desire, or need BECAUSE THE WINNING CANDIDATE WILL DO THIS FOR THEM. Everyone has strengths that make them special. You need to know what yours are before you're sitting across the desk from Mr. I. Will Hirum, CEO. You've heard the adages a hundred times: Practice makes perfect . . . Fail to plan, plan to fail. These proverbs are especially applicable to interviewing.

Be advised: Many people who interview are not very good at interviewing. This is not meant as a criticism of interviewers. The fact is that most of them are not employed specifically to interview (since they don't get a lot of practice at it, they're not perfect at it!). Often, interviewers are primarily involved in directing, coordinating, motivating, and administering - not interviewing. As such, they may not have received the training needed to conduct an effective interview that really gets at this core question: Is this candidate before me capable of doing the job today and growing with the company in the future. If you remember this in each and every interview, it will help you to communicate your abilities and capabilities before the interview is over.

The Three P's

Remember "The Three P's" - Preparation, Perseverance, and Positive Perspective. They are critical to your success.

Preparation - Success is always preceded by preparation. Michelangelo labored alongside physicians examining cadavers before he mastered the human anatomy and painted the Sistine Chapel. General George S. Patton studied his enemies relentlessly - the memoirs of their generals and leaders, their philosophers and music, and accounts of every one of their battles - and knew exactly how they would react under any given set of circumstances. Celebrated college football coach Joe Paterno attributes his success in part to preparation. "The will to win is important, but the will to prepare is vital."

Perseverance - There are many success stories of famous people - Abraham Lincoln, Walt Disney, Peanuts creator Charles Schultz - who persevered despite numerous rejections and went on to enjoy international recognition and admiration.

Positive Perspective - Dietrich Bonhoeffer, German academician and theologian, was imprisoned and martyred for his opposition to Hitler's regime. In his prolific writings (smuggled out by concentration camp guards who had grown to respect him), he imparts that the one thing in life we can control is our attitude.

THE SUBSTANCE OF YOUR EXPERIENCE

Get Prepared!

There is a lot of work involved in preparing for an interview. The following five steps may take you hours to complete, but if you're serious about getting a better job, it will be well worth the time. And, you can be assured that you will be far ahead of other candidates for the position if you do this exercise. That's what it's all about in looking for a new job: getting an edge over your competition. So, to be able to communicate effectively your value, skills, and abilities to your new employer, sit down with a notepad or your computer and follow these steps:

1. Identify your "Unique Selling Features" (USF's). USF's are those things that you've done well in the past, things that made you feel proud of yourself, things that made your employers glad you were on board. Use the table below to list your USF's. To the right of the USF, use the "CAR" method to identify the Challenge, Action, and Results associated with the USF. (An example is provided to help get you started. Click Here for a blank table if you need additional pages.)

2. Identify the "Skills Required." This is where you'll start to fill in the column on the far right. Use category headings such as communication, analytical, management, creativity, problem-solving, supervision, project management, and technical skills. These are the broad-based skills that will be applicable and valuable to another company. The more often you note a particular ability, the stronger it will be in your overall skills set. Leave plenty of space below each category heading.

3. Flesh out the Skills Required section. These are the building blocks that enabled you to accomplish the task, meet the challenge, and deliver the results.

4. Practice. Now learn these tables forwards and backwards. Use a yellow highlighter to identify your common skills. Develop 1 or 2 "USF Stories" for each skill (management, problem-solving, technical, etc.), including how it benefited the employer in terms of results. You'll deliver these stories at the interview, once you identify the underlying skill the employer is looking for in a particular interview question.

5. Write your personal "commercial" - no more than 90 seconds. Use an introduction, overview, and close. The Overview section may change based on the employer's needs, so be prepared with several versions. Here's an example.

Introduction (this is a one-sentence overview statement):

"After 10 plus years in the consumer products industry as a Territory Sales Manager, I believe that my strengths in building sales in existing accounts and opening new accounts can be of value to XYZ Company."

Overview (tailor this section to hone in on "hot buttons" the employer has mentioned in the interview and communicate your specific successes with those issues):

"I have proven experience in launching new lines and increasing market share. In my last assignment, I was able to introduce a series of new products and gain maximum distribution within all accounts before targeted dates. In addition, I was instrumental in growing market share from 22% to 47% to become the dominant market player in the region."

Close (communicate how excited you are to be considered for this wonderful opportunity!):

"Thank you for seeing me today. I've always been excited about the work that you do here, and I'm confident I would be able to generate income-producing results as a member of your sales team. I understand you'll be making a decision by the end of the week. What must I do in the meantime to assure I get the job?"

Speak it out loud. Rehearse it with someone you trust. Be ready to deliver it at the opportune time.

BEFORE, DURING AND AFTER THE INTERVIEW

Before the Interview:

Research the company: Armed with information, you'll be able to tailor your responses to the interviewer's questions. Offering a question such as, "I noticed in yesterday's paper that you are planning to add stores in San Diego and Phoenix. To what do you attribute this growth?" will show the employer that you are sincerely interested in the company and, just as important, that you are business savvy.

Go to the public library and review the Reader's Guide to Periodical Literature (or ask the librarian!) and review popular business publications over the past year (Business Week, Fortune, Forbes, articles on the company or the industry), as well as the local newspaper. If it's a company that is publicly traded, review the Annual Report. You can also check the reference sections of major on-line services, such as America Online and Compuserve. You might spend 2-3 hours on your research.

Make a list of questions you expect to be asked, and practice responding to them (see 20 Frequently Asked Questions below).

How to dress: Your first impression will work for you or against you. Visit the company prior to the interview and observe how people are dressed (don't do your reconnaissance on Fridays, as many companies have Casual Day on Friday; even if your interview is on a Friday, don't dress casually!). You should dress just a little bit better (and cleaner) than what you see employees wearing. Remember, you want the employer to remember the substance of what you communicated, not inappropriate attire, jewelry that draws attention, or the scent of aftershave or perfume you left behind.

Call to confirm: Always call to confirm your appointment. You'll look organized and business-like, and it will be one more opportunity for the employer to notice your proper business protocol. If for any reason you are detained by another appointment, call and postpone your interview. Don't call and ask to come in "a few minutes late."

During:

Don't be late. Arrive 5-10 minutes before the interview so you can familiarize yourself with your surroundings and locate the restroom so you can check that your tie is on straight and your hair is in place. Bring extra copies of your résumé, copies of any correspondence you have already had with the company, interview crib sheets, a pad of paper, and at least two functioning pens. Greet the employer with a firm handshake (make sure it's a dry handshake!): "Good afternoon, Ms. Jansen. I'm Susan Whitcomb. I've been looking forward to meeting you."

Walk "tall" into the room, sit up straight, unbutton your suit jacket (a mark of openness - you have nothing to hide), lean forward slightly to emphasize key points and convey enthusiasm, smile genuinely, maintain a comfortable amount of eye contact, and BE YOURSELF. Remember, the interviewer behind the desk is another human being with many of the same concerns and life stressors that you have.

Tip: Before the interview, jot down the most important points that you want to communicate to the employer during the interview (use a professional-looking notepad and carry it with you into the interview). At the interview, check off each item after you are certain the employer has a good understanding of each particular point. If a point is not covered before the interview is over, bring it up. Most employers will ask if you have anything you want to add before the interview concludes.

In closing the interview, you must communicate one critical statement:
your interest in the job!

"The job as you have described it to me sounds perfect, Ms. Wilson. I am very interested in this opportunity. What would I need to do to convince you to offer me this position?"

Or,

"What will it take to convince you that I'll be the best hiring decision you've made this year?"

Follow-Up:

Send a thank you letter after every interview. In this letter, reiterate how much you enjoyed meeting the person, your appreciation for being interviewed, and how enthused you are about being a part of the team. This letter could very well tip the scales in your favor when it comes time to make the final selection.

20 FREQUENTLY-ASKED INTERVIEW QUESTIONS

Be prepared to answer any or all of these questions.

QUESTIONS YOU MIGHT ASK THE COMPANY

17 "KNOCK-OUT" FACTORS

Employers identified the following areas as "turn-offs" from candidates seeking a job.

Pay attention to every detail in your job search, from the presentation of a perfect résumé to proper etiquette in sending a thank you letter for the interview. Even if a particular company isn't your first choice, the contacts you make there may lead to a referral to your dream job.

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Susan Britton Whitcomb
Alpha Omega Career Services
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