We Want You To Sell Your Right Transferable Skills

We strongly believe in helping our clients sell their transferable skills. As part of our service, we will be surfacing the full range of skills that you possess and will suggest key phrases that properly reflect those that are most in demand. We will also be incorporating those skills in the resumes, letters and website we develop for you. Please review this chapter for some added general insight.

You’ll need to do more than just present your background. Don’t trap yourself by thinking, “This is simply who I am, where I’ve been and what I’ve done.” People fail because they never surface and communicate all that is marketable about themselves… and they never build their appeal beyond factual credentials.

Using our career history and marketability profile, our starting point will be to organize your lifetime of experiences and achievements. Whether you are a young attorney or a company president, there is probably much more to your story than meets the eye. We’ve learned that people need to identify 10 to 12 skills that can make a major difference in their career opportunities.

About 20% of the clients who come to us have settled for less, simply because they are not able to communicate their real skills. One client was earning a $65,000 base after almost 20 years. Three years later, she is earning $180,000. Another executive came to us at $125,000. Three years later, he is a CEO at many times that amount. The key in both situations was to market their true assets.

Psychologists, spiritual leaders and coaches have often said that the most restrictive limits you face are those you put on yourself. So, don’t put any limits on your thinking, and look at some factors that you may have overlooked… which will expand your marketability.

Identifying transferable skills is critical (e.g., organizing, group presentation skills, problem solving and so on). Employers place a premium on men and women who can move from challenge to challenge, handling assignments that draw upon skills.

Your experience can also be reviewed according to various “functions” that apply to most businesses, such as sales, production, accounting and human resources. All areas in which you have knowledge should be identified. At the same time, you need to think of your experience in terms of “action words” that describe what you did, and then translate those activities into achievements, e.g., controlled, wrote, reshaped, etc.

For more information be sure to check out SET Personal Marketing's Twitter, follow SET Personal Marketing's Facebook, watch SET Personal Marketing's videos on YouTube or visit SET Personal Marketing's website.

Know Your Options

Don’t make the mistake of believing you can only be an executive for a certain industry. If you know the previous industry is shrinking or going through some very troubled times, you can either keep trying to get back into that line of work, or you can look for new opportunities. Your skills and experience may make you perfect for a different business that you never gave much thought to in the past. Make sure you know your options.

Transition to a new industry is easier than it used to be. Historically, people have overrated the barriers and underrated their abilities to move into new areas. The vast majority of all new jobs are created by small and mid-sized businesses. So, while major employers are still important, you may want to explore positions with startups or emerging companies.

If you choose the right industry, you will have more growth opportunities, perhaps meaningful stock options, an environment that is likely to be more positive, a chance for more regular pay increases and probably advancement.

Increase your awareness of the fastest growing industries and companies. These firms have to go outside their industry to find the best talent and skills. The second way is to list characteristics of your industries… and find similar industries. We use software to compare your industry’s characteristics with 2,500 others, e.g., 35 industries may be an 85% match. Keep in mind that projecting some form of an “industry hook” is the next best thing to having industry experience. Group your possibilities three ways:

(1) close industry hooks, easy possibilities

(2) medium industry hooks, next best

(3) far reach or stretch industry hooks

When changing industries, you also don’t want to overlook your leverage power, the added benefits you may bring by virtue of your contacts or knowledge. You may be able to bring a team with you that helped in similar situations. Despite our recent economic slowdown, new companies have sprung up throughout America. Established organizations are reexamining the way they do business. Medium-sized companies are expanding. New industries exist that are employing tens of thousands.

The more you appear to know about an industry, the easier it is to generate interviews. Virtually all employers look for “common ground” when hiring a new person. For example, do you have experience in or knowledge of similar product lines, distribution channels, manufacturing methods or problems in their industry? There can be other similarities. Consider the scope of operations, the role of advertising and promotion, the importance of the sales organization, the influence of labor, and other items.

For more information be sure to check out SET Personal Marketing's Twitter, follow SET Personal Marketing's Facebook, watch SET Personal Marketing's videos on YouTube or visit SET Personal Marketing's website.

SET Personal Marketing Reviews the Current Job Market and Offers 3 Ways to Overcome Its Downfalls

With unemployment rates hanging at a steady 9 percent, job hunting continues to be a daunting task for the unemployed. However, SET Personal Marketing, a firm that specializes in helping professionals find work or change careers, offers advice to job seekers on how to land a job, despite these tough economic times.

According to Robert J. Gerberg, CEO of SET, although it may not seem like it, you can still land a great job even when the economy doesn’t look promising. You will just have to refine your job search strategy.

As of April, the Bureau of Labor Statistics reported that employers added 244,000 jobs in April. On the other hand, they also reported that 190,000 fewer Americans were working in April than the previous month.

If you are one of the many jobless people struggling to find work in this economy, SET recommends you incorporate these three tips into your job search approach to increase your chances of landing a job.

Look at your industry options.

If the industry you’re looking at is being affected by the tough economic times, consider other industry options. Are there emerging industries seeking professionals with your skills? Breaking into a new industry is just a matter of selling your transferable skills. So identify the skills you have that could translate to a different industry and work on marketing them to employers.

Expand your network.

The way people network has changed. Thanks to sites such as LinkedIn and Facebook, networking with potential employers has gotten easier than ever. The key to efficiently networking is to reach out to all social and professional connections you have built in the past. Then, create online profiles that represent you as a professional. They should include your experiences, connections, skills and other insights into what you would bring to a company.

Sell your worth.

Show how you can add value to a company. If you have been successful at increasing sales or building clientele in the past then noticeably place those achievements on both your resume and cover letter. Don't make an employer guess or imagine how to use you, instead make yourself relevant by describing the benefits that your previous employers have gained by hiring you.

With more than 12 years industry experience, SET is the premier personal marketing firm for professionals. Visit www.seniorexecutivecareerpartners.com for free videos on the job market; new resume styles producing real results; interviewing tips; and ways for accessing leads and contacts on the Internet.

For more information be sure to check out SET Personal Marketing's Twitter, follow SET Personal Marketing's Facebook or watch SET Personal Marketing's videos on YouTube.

SET Personal Marketing Reveals How Developing Positive Chemistry Can Help You Succeed in a Job Interview

In order for an interview to turn into a good offer, SET Personal Marketing, a firm specializing in helping professionals find work or change careers, advises that it should be far more than just a question-and-answer session.

Although you can’t plan exactly how things will go in an interview, you can have a game plan for coming out on top. One strategy Robert J. Gerberg, Chairman of SET Personal Marketing, suggests is to develop a positive chemistry right at the start.

“When a company is interviewing different people – it’s about individual competition. Be at your very best,” Gerberg said. “If you’ve done your homework and are prepared, it will clearly be evident to the people who interview you.”

Specifically, Gerberg suggests doing these five things to develop a positive chemistry right from the start.

Build chemistry by researching the firm and being informed. By being knowledgeable, doing your research beforehand and learning about the industry and the person you will be meeting with, you will be able to make a positive first impression.

Build chemistry by impressing the front office staff. Two-thirds of executives say their secretaries influence them, so it is important to be attentive to the front offices staff.

Build chemistry by projecting the right image. People silently react to the image you project, your dress, your posture and body language, the things you say about any subject, and the way you answer questions. So be sure to project an overall positive image.

Build chemistry by paying compliments. Before the interview, read or talk to people about the firm and uncover good things to say. You can compliment their facilities, people, ads or many other things. Just remember to be specific in order to show you have given the subject some thought.

Build chemistry by asking questions. The way you ask questions and the specific nature of their content will tell a lot about you so it is important to have a questioning strategy.

With more than 12 years industry experience, SET is the premier personal marketing firm for professionals. Visit www.seniorexecutivecareerpartners.com for free videos on the job market; new resume styles producing real results; interviewing tips; and ways for accessing leads and contacts on the Internet.

For more information be sure to check out SET Personal Marketing's Twitter, follow SET Personal Marketing's Facebook or watch SET Personal Marketing's videos on YouTube.

SET Personal Marketing Gives Advice on How to Make Employers Remember You

People don't remember numbers or excessive facts, but they do remember a good story. So it makes sense that if you're telling and using stories in your job search and interviews, people are going to remember you too.


In today's job market, you need to stand out from the throngs of people lining up for every job that comes down the pike. Getting the interview is one thing, but being memorable is crucial to getting to that next step.

Why is using action-driven stories so beneficial in job interviews? Here are five crucial reasons SET Personal Marketing found:

1. They are remembered. People forget the skills and strengths you mention just an hour after an interview ends, but days later, they still remember stories about how you used those strengths
2. They give you a lot of credibility. Anyone can claim they have certain skills and strengths, but when you can back them up with stories of how you used them to contribute, your credibility increases tenfold.
3. You're not 'overselling.' To prepare hard-hitting stories, people need to be specific about the challenges they faced, the precise actions they took to get things done and the outcome. As a result, you are very accurate – neither overstating nor understating your role.
4. It creates a mental picture of how you will contribute. Employers get a firm grasp of the way you operate and how your approach would work for them. It's easier for them to envision you addressing their problems and challenges in the same way you solved similar situations for past employers.
5. You reshape the job to fit you. When you come prepared with seven or eight stories, chances are one or more will be about a strength they haven't specified for the job. You can bring up any of the skills or strengths they haven't asked about, tell your story and persuade them to add it to their criteria. This stacks the odds in your favor because no other candidates will think to do it.

So you know why stories are so important, but what about the how do I implement them in my job search. It's really quite simple and it's something you may already be doing in limited degrees. The trick is to avoid listing out information, but instead put that information into a narrative form.

SET Personal Marketing recommends listing your biggest accomplishments in your career and consider which of these accomplishments are most relatable to the position to which your applying. Depending on the position, you might have situations that are appropriate for some positions, but not others.

Start formulating a beginning, middle and an end. Begin by stating the problem and the circumstances surrounding it and the challenges you and your company faced. Move into the problem-solving stage and how your expertise assisted in identifying and understanding the problem and how a solution could be offered. After that, detail the results and positive consequences of your implementations. More than anything, results are what employers are looking for, so drive these home.

Get More Out of Your Resume with Advice from SET Personal Marketing

Your resume is one of the most important aspects to your job search. From the first impression to the first ideas an employer formulates about you, the resume is your introduction and your first chance at getting a foot in the door.

The truth is, however, resumes are difficult. Formatting, proofreading, designing, there's probably nothing more tedious than spending a weekend coming up with a resume, much less three -- which is what we recommend that you have. But if your resume hasn't been getting you results, maybe it's time for you to revisit your resume because the results will pay off. SET Personal Marketing shows you how!

First Resume: Introductions, Quick Meetings, Networking
Your first and primary resume is just one page. Say it again: one page. The thing to keep in mind is resumes aren't an obituary detailing every job and aspect of your employment history. Rather, they're an advertisement for what you can do for a company in the future. Don't list everything you've ever accomplished. Instead highlight your best accomplishments, skills and abilities. Show a company how your experience translates into potential success for them. Use this light, one-page resume for any networking opportunities, any time you answer an advertisement by mail or for preemptively reaching out to employers you want to work for.

Second Resume: Interviews, Follow-up Conversations
This is the resume that gives you and your experience the breathing room you probably wanted in your first resume. But still keep in mind that this is again more about promoting what you can do than what you did. However, give extended examples and greater details about how you might have improved a situation, a process or position. Bring this resume with you to interviews or other places where introductions have already been made and you wish to further demonstrate what you can bring to the table.

Third Resume: Internet and Digital Networking
Possibly more important than any other resume, your electronic resume is tailored to answer ads you encounter on the Internet or connections you make online. While this resume should follow the same rules as the first, primary resume mentioned earlier, the important thing to keep in mind is that this resume should be loaded up with keywords, as many employers are using technology that scans resumes for specific words. Even more effective in addition to this is creating a website where your resume is easily downloaded and viewable, and then you can include the URL on emails to employers. It shows that you're embracing technology and capable of using it.

SET Personal Marketing Offers 6 Uncommon Approaches to an Uncommon Job Market

Not getting replies or responses in your job search? Well, don't get frustrated instead! It's common to let irritation and disappointment get the best of you when you're unemployed, but you have to stay positive. Here, SET Personal Marketing gives you these 6 uncommon job search approaches to try so you can get back in the game and get ahead. 

1.  Get Active; Don’t Just Do What Everyone Else Does Answering advertisements and going to recruiters are passive approaches. All you’re doing is throwing your hat in the ring with hundreds of other job seekers. The odds are high. Why limit yourself to them?

Instead, take the initiative. Contact employers who have not advertised, but are most likely to need your talents. Jobs are often filled by referrals, networking, recruiting from competitor firms or a letter hitting the desk of a decision maker at just the right time. It could be yours, but simply applying to advertisements isn’t enough.

2.  Make Enough Contacts

How many you need will vary. But whether it is answering ads or contacting employers, you need to beat the high odds by making a lot of contacts. Only one person will get hired out of 300 candidates and only two or three out of 100 employers will have a need at the moment you contact them.   

3.  Get Creative in Your Networking

Instead of just asking a few friends to let you know if they hear of anything, get creative. Develop ideas about how you can make contributions to employers, especially in light of trends in their industry. Then identify key people in companies in the industry, and write them, letting them know you’d appreciate feedback from a knowledgeable source as to whether your ideas would be beneficial.

Follow up with a phone call, and when you do, even if they don’t think much of what you proposed, you’ve added to your network! You can thank them and ask if there is anyone else they’d advise you to talk with or any actions they’d recommend.   

4.  Pay Attention to Events

When you read business news, ask yourself, might this signal an opportunity for me? Research companies making progress or changes and send a short note mentioning the event to a decision maker in the company with your résumé attached. It makes a positive impression and you might get in the door for an emerging job before there is any competition.

What kind of events? Almost anything – new products, new contracts, expansions, reorganizations, relocations, leases signed, profit increases or even problems can be a sign of a job in the formative stages.   

5.  Contact More Recruiters

Don’t limit yourself to just a few you know about or those who have advertised an opening.  The chance of one recruiter having a job right for you the moment you contact them is very small. As with ads, events and employer contacts, you can increase your chances for success by contacting dozens or hundreds.   

6.  Contact Growth Companies

Why?  Because they are adding people in many functions when other companies are not. 

Don’t worry if you are not in their industry. They are often in newer industries, and can’t find enough people with industry experience. So they are forced to look elsewhere for people with the right skills. Just be sure to sell yourself to them about how you will contribute and how the skills you’ve honed in other industries can work for them.

One quick way to identify growth firms: find out its SIC or NAICS Code, then go to the library and look up all the companies in your area who are listed under that code. A reference librarian will guide you.

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