Never use a cover letter to say what should be in your resume. Often, job seekers don't tailor their resume for each job they apply to, but rather put the relevant skills and experience in their cover letter. Unfortunately, most recruiters and hiring managers never read cover letters at all. Regardless how effectively you may have articulated your match to the job in the cover letter, if no one reads it, it has zero impact. Your resume is the only document that you can be sure will be searched from their database, or read by a decision maker. Your resume has to be the primary document that connects the dots between their requirements and your experience. Never rely on a cover letter to do that for you!

Brevity is a virtue! That's true for resumes, emails, cover letters and any other written communication. Like it or not, most people scan, rather than thoroughly read most business communications. The same may be true for you at home.  When you receive a number of emails and begin going through them, most people will look at it briefly to decide what they will do with it. If it looks like spam, it gets deleted quickly. If it's very lengthy, they may read the first line or so, and either postpone reading further until later, or decide they don't have the time to get to a long read at all so they move on. If, however, it's brief (2 or 3 short paragraphs), they often see it as something they can digest quickly and will read the whole thing. As a job seeker, you want to improve your chances of your cover letter getting read.

Short and sweet instead of long and challenging will win every time!

Less fluff! In order to keep it short and sweet, stick to the "dots"! When your resume and cover letter is reviewed, the biggest thing the decision maker is trying to determine is whether you have the background for the specific job. At this point of the process, they don't so much care yet about your philosophy in your career, your goals and objectives for your career, or even if you know a great deal about their organization. Initially, when deciding who to talk to further, they are determining who has the most relevant experience for this role. They are trying to connect the dots.

Your cover letter is most effective when you help them see the obvious fit between your background and their requirements. Your resume must do that as well, however, the cover letter can accentuate the direct connection. So the most effective cover letters are often the ones that briefly state something like…

The requirements listed for the position ask for 3 years experience with ______, _______, and ______ which I bring with 5 years of responsibility in those specific areas in my last role.

A statement like that emphasizes what they already see on your resume. It should never be a substitute for what they read in your resume.

If you decide that a resume is warranted in your situation, be sure it's effective and adds to your chances of getting a call. Keep it short and sweet!

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Consider common practices in your field. Some careers demand it. Generally, if you are a graphic artist, photographer, a fashion designer, in advertising, or in other "creative" fields, portfolios are expected. You can talk about your artistic ability, however, the saying: "A picture is worth a thousand words", certainly holds true. If you are an Insurance Actuary, Drill Press Operator, Call Center Manager, etc, there may not be a good reason to have one. However, don't assume that just because people in your field don't generally have one, that you shouldn't either. There may be ways to use it to set you apart from the crowd.

Consider your presentation skills. Your ability to make it engaging will largely determine its value.

• How well do you "think on your feet"? Can you easily flip to a relevant page/slide and speak about it in an engaging way that doesn't come across as artificial or contrived? You don't want to make it seem like your trying to twist your answer to one of their questions in a way for you to make sure to get your portfolio in the conversation.
  
  
• Are you "dry"? If you typically speak in monotone speech patterns and have a tendency to ramble on, adding the portfolio, where you bore the interviewer even more than simply answering questions will likely create more of a negative impression than a positive one. However, if you are someone that makes presentations often and tend to engage people well, it can be an asset.

It's gotta have substance! Creating a portfolio simply for the sake of having one, that doesn't really add value to the interview process, will not be viewed worthwhile. It has to be able to present important skills, ideas, research, or other substantive information that is relevant and substantial for the position. Simply creating an expanded resume, that may include graphics of some sort, would likely be viewed as fluffy self-promotion.

It must be relevant. Presenting information about accomplishments or experience you've had in the past, but have little or nothing in common with the position you are pursuing will not help you gain the new role. It may be interesting and engaging in some way, however, it doesn't prove in some way that you have unique skills or abilities to excel in the job at hand, it will not likely be viewed as worthwhile information.

Don't create questions about your ethics! Often, when people present documentation of their experience or accomplishments, they bring information that may be proprietary to their previous employer. If it's not, it's important that it's clear that it's not. Even the perception that it might be, may cause the employer to question your ethics. Be proactive in making sure they understand that you haven't crossed any lines.

Don't create 'solutions' when you don't have enough information. At times, people will create presentations of their solution to a problem or task that the company may be facing. In the hopes that they may be able to be viewed as a problem solver, they often show instead that they don't have a grasp of the situation. There may be occasions where presenting a solution or plan for a particular challenge can be a way to dramatically set yourself apart from competing candidates. However, don't attempt it unless you've had an opportunity to fully learn the nuances of the issue and have enough facts to make an informed recommendation. Providing solutions without fully understanding the facts will hurt, rather than enhance your credibility.

Successes. I have seen examples of portfolio presentations in interviews where it absolutely swayed the decision makers toward the candidate. They were done, and presented exceptionally well and hit directly on target…

• One was from someone interviewing for a sales manager position. During the first two interviews at the company, he was able to meet with superiors, peers, and sales people on the team he would be leading. He asked many pointed, and insightful questions about their successes and issues. He asked detailed questions to gain an understanding of the subtle factors contributing to their situation. He also thoroughly researched the company, industry, and their competition to better understand the market. When he was asked to return for further interviews with superiors. He brought a portfolio that he created specifically for this role. He explained what he learned, and he presented a 90-Day plan for how he would tackle issues and achieve their goals. He had charts, agendas, and examples of how he dealt with similar issues in previous roles he'd held. He made a compelling presentation, and left the portfolio with them when he left for them to review further. Because of his care to gather all the necessary facts first, his solutions were spot-on and he ultimately got the job.
  
  
• Another, was someone pursuing a marketing role. Similar to the first example, she used the first interview to primarily gather information. When she returned for further interviews, she brought a portfolio that highlighted her experience that specifically related to the challenges she would face in this particular role. She showed results and achievements that would be directly applicable in the position at hand. It creatively gave her an edge as compared to other candidates they were pursuing. She got the job.
  
  
• The same principles can be used for a variety of positions. An Accountant might present initiatives they took in previous roles to improve processes or to find issues. Or, an Engineer might present products or processes they've designed or improved. It's critical that the presentations always be relevant, substantive, not proprietary information, and engaging.

Creating a portfolio presentation for your next interview might be just what you need to set yourself above other candidates. However, be careful that it's done right and that it adds value to the process. Otherwise, it might be better to avoid it!

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• To find out if the candidate might have specific goals and objectives for their career
  
• To discern whether the candidates goals fit with what they might be able to do at that company
  
• To see if the candidate has a grasp of what realistic objectives might be
  
• To see whether the candidate is willing to earn their opportunities, or expects them to simply be given

An employer looking for an entry-level candidate is not likely expecting the same kind of defined goals that someone 5 or 10 years into their career might be expected to have. They are primarily looking for someone that…

• Has some related schooling and/or experience

• Has a positive attitude and a sense of professionalism

• Shows enthusiasm for their job / career

• Is ‘on the ball’ / can learn things quickly and understands things quickly / and can communicate well

• And is willing to prove themselves in their current role before expecting promotions / raises / etc.

Unfortunately, the last point is sometimes rare to find.

In the two conversations I had, the individual circumstances were different. Each of them are new grads, however, one had very specific goals he wanted to accomplish in 5 years, and the other had really didn't know where she wanted to be in 5 years.

In the case of the first conversation, he had been sharing his goals in his interviews, unfortunately however, his goals really didn't align with the positions he was interviewing for. He ultimately wanted to obtain a PhD and teach at a University. In the meantime, he was interviewing for entry-level engineering positions at companies now. When they hear his goals, their impression, rightfully so, is that he's looking for a company to pay for his advanced education, and then he would leave. That's not an attractive prospect for most employers.

In the second conversation, although she had exceptional education accomplishments, she wasn't yet clear on what kind of career she really wanted to pursue. Her primary objective was to get a job and pursue what she could. Her various answers to the question made it sound like she was primarily looking for what a company could offer her, rather than any desire to make a real contribution.

When asked the question… if you have a specific goal that aligns itself well with the company you are pursuing, then certainly articulate that goal and what you hope to achieve along the way. However, when your goal is not aligned well with the job, or you're not sure what your long term objective is, a reasonable answer might be something like:

"At this point, I don’t have a specific goal for a role I want to hold in 5 (or 10) years from now. But I want to find an opportunity where I can prove myself to a company and see how far my hard work and abilities can take me. I think that if I focus each day on doing the best job I can, the rest will take care of itself."

That kind of answer sounds realistic, and yet sound ambitious. It makes it clear that you're not looking just for a “job” to settle into for the next several years.  The more your answer can show you’re interested in being of value to them rather than just getting what you want from a company, the better your answer will be received.

It's not a good idea to profess a goal that you don't really have or believe, in the hopes that it makes you sound more ambitious. You won't be sincere, and a good interviewer will see through your ruse. It's not necessary to have a specific goal. It is necessary, however, to make clear you are looking for an opportunity to contribute.

The question is likely to be asked. Practice your answers in advance and imagine how it might be perceived by an employer.

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Retraining MIGHT help. While it's not always a solution, gaining training or certifications in a new field might help in landing a new position more quickly. Employers certainly prefer prior related work experience over a newly trained candidate. However, in some fields, there are enough jobs for both. If you are pursuing a new career in a field that is in high demand and growing, getting new training may be an answer.

Focus on jobs used universally. There are certain job fields that are needed by virtually every company out there. Accounting, and PC/Network Support professionals are examples. It's pretty rare to find companies that can dramatically cut Accounting or Computer Support staff even when the economy is poor. Those functions have to be completed in good times as well as in bad. Healthcare and other types of positions also tend to continue to be in higher demand during downturns.

Learn what is in demand. Use job boards and sites like LinkUp as a research tool to scan what kinds of jobs seem to be hardest to fill. What jobs tend to be posted for the longest periods of time without being filled? What jobs are posted most often? What industries have the most companies posting jobs? Asking these kinds of questions and more can give you a sense of what is highly sought after.

Maximize the skills you have. Know your experience and abilities well. Figure out what background you've gained in some of the highly marketable skill areas, no matter how little, and be able to articulate your experience in those areas as effectively as possible. Often, people short-change experience they have gained because they believe it was too little to be marketable. For example, an Office Manager of a small company that also had responsibility to update their "Quickbooks" accounting software regularly may not trumpet that marketable skill as much as they should. Do a personal 'inventory' of all the experience you've gained and be sure to emphasize those skills that are widely in demand.

Emphasize the intangibles. Most employers would prefer to hire someone that will fit their culture, have the best attitude, exude professionalism, and exhibit high potential even though their related work experience may not be the strongest fit. As I coach hiring managers… it's usually better to hire the "best overall athlete" over a "benchwarmer" with highly specialized skills. The best athlete will be someone that will be able to learn the necessary skills, perhaps get up to full-potential somewhat slower, however, be a great performer over the long run. Someone that has the 'perfect' prior experience sometimes may get up to speed faster, but be a long term  underachiever. Always show how you can be the 'best athlete'.

It will require networking! The necessity, and the power of networking in your job search can't be over-emphasized. When your background is not a perfect fit for a role on paper / your resume, it requires connecting and making your case directly. Employers will much more likely hire someone they've met, and have gained confidence in, than someone that is only a piece of data they've seen pop up in their online application database or in their email inbox.

Even when the general unemployment rate is hovering near 10%, there are certain fields experiencing negative unemployment rates… there are more available jobs than people. Find out what those jobs are, and creatively find ways you can be solution in those situations. Know, and be able to articulate your related abilities, emphasize your intangibles, and get networking!

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Be honest with yourself… and them. Assess your own performance in interviews, practice with others and get honest critiques. Be willing to take to heart what ever shortcomings you may find. If you have a relatively flat  personality or communication style… where you're not very engaging… realize that may be a factor that's hindering your progress toward a job offer. If that's your natural state, it's pretty hard to fake a more dynamic personality. Your greatest chance of success would be to deal with it honestly and proactively with your interviewer. At some point in the interview, you might say something like:

"I realize that I don't come across with a naturally dynamic or charismatic personality, and there's not much I can do about that without appearing phony. However, I'm passionate about my work and love doing a great job with whatever assignments I'm given. I hope that focusing on my results can be the most important consideration."

That may not help if you're interviewing for a television News Anchor position, however, for most other roles it can turn a liability around. Acknowledging the trait shows that you are self-aware, and understand how the trait might be perceived. A statement like this shows that you are focused on results regardless of the issue, and you are committed to perform your best. All of that is very attractive to a potential employer. Whether your trait is a flat or bland communication style, a nervous tick, an accent that can be hard to understand at times, a stuttering issue, or various other characteristics, dealing it with it directly is most likely to be your best bet.

Be able to articulate your strengths and accomplishments. In order to make the statement above be as credible as possible, it's critical that you can succinctly describe what abilities you do bring to the table. You must be able to tell them what accomplishments you've had related to the role you're pursuing, and what strengths you have that will be an asset to them. Take the time to determine what will be most important to the employer for this particular job, and be able to articulate your related experience to them. It takes some preparation time and effort to determine what is most relevant, and how to communicate it best.

It's about being the best 'you', you can be. At the risk of sounding like a fluffy platitude… "being the best 'you", you can be", is critical. Succeeding in an interview process is not about trying to be like someone else, or becoming something you're not. Rather it's understanding who you are, and presenting yourself in the best light.

Regardless of your natural tendencies or personality traits, there is never an excuse to be unprofessional, disrespectful, or course. Those are actions that can, and must, be controlled. However, other traits that can't be changed without trying to become something very unnatural for yourself, can be practiced and presented as positively as possible.

It won't work every time. Just like most things in life, nothing works every time. Your results will be dependent on the subjective response of the interviewer. Don't try it once, perhaps still not get selected to advance in the hiring process, and decide it doesn't work. Practice and hone your statement, and try it again next time. There are no 'silver bullets' in a job search. However, your odds are likely to improve dramatically if you apply it regularly.

Address your weaknesses head-on and you are likely to find you will turn a liability into an asset!

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