Share Specific Value to Help Your Job Application Stand Out

While unemployment hovers at historic lows, the pursuit of senior positions remains extremely competitive. When I apply for leadership roles, I go out ot my way to distinguish myself from a burgeoning pool of qualified candidates. 

In addition to being more selective about the senior marketing and communications positions to which I apply, I'm devoting more time and attention to my application packet--especially my cover letters. This post describes one such example.

(What's a Social Media Producer? 

Discover here.)

Among the applications I submitted this short work week included one to Boston's Channel 7 WHDH to become their Social Media Producer. Here's the position description. 

To underscore my interest in the position, I shared in my cover letter the following directly relevant example of social media knowledge and expertise I offer WHDH. 

"In the battle for Boston TV audiences' social media hearts and minds, I analyzed WHDH's current numbers (as of 7/3 PM) and generated a table that compared WHDH's Twitter, Facebook, and Instagram numbers with selected competitors WBZ, WCVB, NECN, and NBC10.

BostonTV Social Media	Followers	Likes (IG = posts)
WHDH Twitter (@7news)	316,000 (1st)	3,983 (1st)
WHDH Facebook (@7news)	450,558 (3rd)	449,108 (2nd)
WHDH Instagram (@7news)	58,500 (2nd)	2,852 posts (2nd)
WBZ TW (@wbz)	180,000	474
WBZ FB (@CBSboston)	469,637 (2nd)	431,358 (3rd)
WBZ IG (@wbztv)	21,400 (3rd)	1,892 posts (3rd)
WCVB TW (@wcvb)	277,000 (2nd)	3,963 (2nd)
WCVB FB (@wcvb5)	801,080 (1st)	829,251 (1st)
WCVB IG (@wcvb5)	67,400 (1st)	3,682 posts (1st)
NECN TW (@NECN)	92,700	661 (3rd)
NECN FB (@necntv)	185,694	192,193
NECN IG (@necntv)	7,070	1,709 posts
NBC10 TW (@NBC10Boston)	17,400	365
NBC10 FB (@NBC10Boston)	365,838 (4th)	364,837 (4th)
NBC10 IG (@nbc10boston)	15,500	1,922 posts

The numbers in the table indicate that WHDH has prominent market share on The Big Three social media platforms (Twitter, Facebook, and Instagram):

• On Twitter, WHDH leads selected competitors in Followers and Likes (aquamarine)
• On Facebook, WHDH ranks 3rd (yellow) in Followers and 2nd in Likes (green)
• On Instagram, WHDH ranks 2nd (green) in Followers and Posts

Further analysis of the numbers reveals:

• WBZ ranks in the top three for all categories
• WCVB leads the group in Facebook Followers and Likes--almost doubling WHDH's numbers on the social media juggernaut. 
• WCVB also leads the group in Instagram Likes and Posts

The chart reveals surmountable numbers gaps--which as your Social Media Producer, I will work to close by applying my social and digital media content development and disseminations skills."

Eschewing standard self-promotional cover letter language, and knowing the beleaguered HR manager will receive dozens--if not hundreds--of applications from qualified candidates, I tried to convey specific examples of the relevant knowledge, skills, and abilities I offer WHDH.

In this highly competitive job market, my experiences have taught me the necessity to provide measurable and memorable value up front. 

Stay tuned to find out if my efforts spark a response from WHDH. 

How Job Searching and Dating Are Alike

For those of you who have been following this blog, you probably know that while I own and operate my own business, The Hired Pen, I am currently seeking a full-time position in an organization that will benefit from my more than 15 years of accomplishments in marketing, communications, public/media relations, and customer service.

That's part of my standard "elevator pitch", which--as any savvy job hunter knows--is a powerful weapon in the job hunter's arsenal. As a marketer, I know that I have a very limited time to summarize and communicate my unique value in a compelling and memorable way.

The "elevator pitch" is the key that opens the door to sending a potential networking partner or employer my "networking one-pager". That particular document whets their appetite to see my resume, and thus the dance begins.

Which leads me to the subject of this entry: The similarities between job hunting and dating.

Similarity 1: Like dates, there are plenty of jobs out there. Job searching is a numbers game. To successfully find employment, job seekers need to target a wide range of employers. The more résumés you distribute and the more you network, the better chance you have of landing interviews and a job.

It's like dating: To successfully find a date, single people need to target a wide range of potential mates. The more you "put yourself out there" (that is, networking), the better chance you have of landing a suitable mate.

Similarity 2: Desperation in job searching, like desperation in dating, can only lead to a bad end. Pursue too much and you seem desperate. Pursue too little and you seem indifferent, lackadaisical, uninterested. Desperation, they say, is the world's worst cologne.

Similarity 3: Like dating, the job search process is almost always done independently. You scrutinize the want ads, reach out to potential employers and target companies, get turned down for a job, and wonder why. Likewise, in dating, you look at and reach out to the universe of potential mates, get rejected, and wonder why.

Similarity 4: Like dating, job searching involves similar questions that eat at your ego... To wit: Why didn't they call me? Should I call them? How long should I wait before I call them? What's taking so long for them to get back to me? What did I do wrong? Aren't I good enough? Everyone else has a job/date, what's wrong with me that I can't get a job/date?

In these kinds of situations, without relevant information and feedback, it's easy to project the wreckage of the future. It's not easy to wait, which brings me to the next similarity.

Similarity 5: Job searching and dating are really matters of timing and waiting. If the time is right, the job (or the date) will come. If it isn't, you wait and repeat. Ultimately, you'll get it right. The process is as much about the journey as it is the destination.

During my own job search journey, I'm learning a lot about my professional goals and personal attributes. I'm also discovering a lot about people with whom I've been networking, about my friends, and about the organizations where I have applied for full time employment. That's another similarity between job searching and dating.