Every week, NETSHARE hosts Ask the Coach, a phone-in coaching session with leading career management experts. Here is an excerpt from a recent session with Cindy Kraft, The CFO Coach.
This weeks’ career coach call started with a question from a seasoned CEO which exemplified the branding challenge facing most executives. The first caller was a serial CEO/president/general manager with years of experience running companies and preparing them for acquisition or IPO. Like many well-connected executives, he never had to worry about creating a resume or looking for his next job. In the current market climate, he finds himself looking for a job and is not sure how to get started.
The caller also noted that he usually stays in a position for no more than two years and is looking for more stability. Cindy noted that the average tenure for a C-level position is between 18 months and three years, so his job has been stable. She added that she has been working with a CFO client who has worked for the same company for five years, and that client is being looked at suspiciously because of his long tenure; “What’s wrong with him?”
The first step is to sit down and determine what he really wants to do; what type of role he really wants to have. What does he really enjoy doing? When you start your search, you have specific steps:
- Figure out what you really want to do. You need to establish a target so you know when you hit it.
- Create your marketing documents to map to your targets. You then can target those companies that offer a position that matches your criteria. You need to determine who needs you, and who is willing to pay for your services. You also need to find the best route to get in front of the hiring authorities. Remember that your marketing documents need to concentrate on contributions, not responsibilities.
- Build your online visibility. Create a digital footprint that will highlight your strongest points. Remember, in the world of job search, you are who Google says you are.
You can’t underestimate the impact of your digital footprint. It’s what recruiters and hiring managers find online that is associated with your personal brand. More than 80 percent of recruiters will “Google” you before they contact you. Your job is to make sure they can find you and to make sure you can present the most compelling information about yourself that you can. Your executive profile is very important, since recruiters reach out on both what they see or don’t see. You can use your executive profile to populate your LinkedIn profile, or your Google Profile.
Be sure to complete a Google profile so that information shows up on top any time someone searches on your name. Also consider obtaining a vanity IRL on LinkedIn to increase searchability.
Cindy also offered a success story by way of example. One of her clients had all of his marketing documents well-branded and focused. He participated in highly targeted groups on LinkedIn, and was very efficient with his networking. He saw a position that seemed perfectly suited to his expertise and forwarded his marketing documents. When the company responded, they asked if the white papers and material were written after he sent in his application. He could say with confidence, “No, this is me.” He’s now a finalist for the position.
