You Want, I HaveHow to Communicate Your Value to a Recruiter, HR Manager, or Hiring Manager When Applying For a Job.

Sally WatersonDIGITAL MEDIA MANAGER

You Want, I HaveHow to Communicate Your Value to a Recruiter, HR Manager, or Hiring Manager When Applying For a Job.By RAEGAN HILLJuly 5, 2014

You find a great job posting online that you are 100% confident you are qualified for and submit your cover letter and resume but never hear back and think, “How could they have rejected me? I have every requirement they’re looking for.”

Apples to Apples, Not Apples to Oranges

There’s a good chance the HR/Hiring Manager wasn’t able to interpret your experience and translate it into comparable points alongside each skill outlined in his/her job description. Don’t expect your cover letter to do it either. A vast majority of job seekers write generic, “I’m so great, let me wow you with all of my accolades and accomplishments that have nothing to do with your open position” cover letters to the point where HR/Hiring Managers have grown desensitized to them.

Focus on communicating your value in the HR/Hiring Manager’s language. How do you know what their language is? Easy. Read the job description. Don’t glance at the job title, skim the requirements and apply. I mean, really read the job description and get a visual of your skills and experience relevant to each of the requirements listed. Below is an example of what I call a “You Want, I Have” Skills Comparison in lieu of a cover letter. It personally helped me land a job when I was in Corporate America as a Trade Show Manager, and here’s what happens when you use it:

HR/Recruiter “Happy Dance”

The HR Manager (who, in large companies, may be recruiting for as many as 40 to 60 open positions), can quickly compare your direct experience against each requirement. Result: Subjectivity is removed in their resume screening process. You’ve done the heavy lifting for them, and with 40+ positions to recruit for, trust me, it can be a huge relief! You’ve made their day. Congratulations. You’re on your way to the Hiring Manager’s desk.

Are You Lite On One Requirement? Consider Making It Your “Stretch Goal”

“I don’t’ meet one of the requirements. What do I do?!” I heard this all the time. Assuming it’s not a deal breaker requirement such as “must have 5 years of Shopper Marketing experience” and you don’t have a clue what Shopper Marketing is, refer to the requirement as a “stretch goal.” Companies want employees who are willing to get out of their comfort zone to learn new things. For example, if you don’t have experience writing press releases but have attended writing courses and shadowed the person your company who writes them, let the Hiring Manager know this is your stretch goal and one of the big reasons you’re so interested in the job!

Sally Waterson • Position of Interest: Digital Media Manager • Contact Me: 832-766-4383 • swaterson@myemail.com • linkedin.com/in/sallyw4

Hiring Managers can’t afford to make a bad hire. Many write or tweak HR’s version of the job description. If they wrote it from scratch, they’ll feel a strong sense of ownership to the quality of the content. Then they read your “You Want, I Have” skills comparison and are blown away. Why? Because you actually read the job. If you have any doubts about this approach, try it out a couple of times and watch the magic. Example provided on the next page or download the Word version here: bit.ly/YouWantIHave-Sample

Sally Waterson • Position of Interest: Digital Media Manager • Contact Me: 832-766-4383 • swaterson@myemail.com • linkedin.com/in/sallyw4

Sally WatersonDIGITAL MEDIA MANAGER

July 5, 2014

Mark Smith Director of MarketingLOL Digital 4265 Louisiana StreetHouston, TX 77002

Dear Mark,

It is with great interest that I reach out to you regarding your open Digital Media Manager position. Below is an outline of the experience and skills listed in the job description along with experience and skills relevant to each requirement. I will gladly accommodate your schedule and make myself available by phone, Skype Video or in person.

Sincerely,

Sally Waterson

Required Experience: YOU WANT… My Experience: I HAVE… Work with strategy, account, project and tech teams to

develop media strategies and plan In my current position at Spin-It Internet Marketing, I develop media

plans and facilitate project meetings which included key team members within Web Development, Digital Marketing, Creative Services and Account Strategy.

Develop and issue RFP’s for media vendor community In my current position at Spin-It Internet Marketing and previously at Crisp Digital, I created and issued marketing campaign RFPs for clients such as A, B, C and D brands. Leveraged third-party data services such as Experian to select target demographics for each campaign.

Evaluate and review vendor media proposals with team At my current employer Spin-It Internet Marketing and while at Crisp Digital, responsible I managed all vendor media proposals.

Craft digital media plan recommendations At Crisp Digital, I proposed and made recommendations digital media plans for brands such as A, B and C.

Perform media research/analysis In my current position at Spin-It Internet Marketing, I am responsible A/B testing on media strategies for multiple clients. Advanced skills media research and analysis skills using tools such as Mixpanel, Google Analytics, and Mongoose.

Utilize online media tools: Google AdWords, Google Analytics, Keyword tools, Seizmek

2 yrs experience using the following online media tools: Google Analytics, WooRank, and Moz Analytics.

Utilize Excel pivot tables Advanced knowledge of Excel: Pivot Tables, Pivot Charts and VBA and Macro coding. I have completed two (2) Lynda.com advanced courses for Excel 2013 (each course is 7 hours). Regularly use Excel pivot tables to help create large-scale budgets and track conversions from marketing campaigns.

Work closely with clients from media planning strategy to reporting

In my current position at Spin-It Internet Marketing, I am the primary point of contact for assigned clients. I collaborate closely with the CEO on budgets and strategy for media planning.

Prepare and present reports to the client team I use many web-based applications to track and report the web traffic and progress of marketing campaigns, including Moz, Mix Panel, SEMRush, WooRank, and Google Analytics.

Sally Waterson • Position of Interest: Digital Media Manager • Contact Me: 832-766-4383 • swaterson@myemail.com • linkedin.com/in/sallyw4

Hiring Company’s Logo

SKILLS & EXPERIENCE Position: Digital Media Manager

No one takes a job where they know everything! Which

requirement do you consider a “stretch goal”?

bit.ly/YouWantIHave-Sample

GET IN TOUCHMobile832.766.4383Emailswaterson@myemail.comSociallinkedin.com/in/sallyw4Resumebit.ly/swresume

Negotiate buys/make goods and specific terms when needed with reps

In my current position at Spin-It Internet Marketing, I negotiate the media buys and contract terms for assigned clients.

Maintain media plan budgets Managed media campaign budgets for A Brand, Spin-It’s largest account.

Develop creative specs for creative development This is one of my career “stretch goals”; I have an understanding of how to develop creative specs. I also have a reference from the Creative Team at ABC Marketing who can speak to my knowledge in this area.

Develop and issue insertion orders to vendors At my current employer, I work with marketing and design teams to develop and issue insertion orders based on client budgets.

Develop agency relationship with vendors/reps I have served as the POC/primary point of contact for vendors and reps during major launches such as for ABC Client at SXSW 2013.

Required Skills: YOU WANT… My Skills: I HAVE… 3+ years digital media planning experience, preferably in an

agency environment 2 years at Spin-It for digital media planning. 2 years at Crisp Digital where my primary focus on Digital Media and

Search Marketing planning.

Bachelor’s degree from a four-year college or university Bachelor’s in Journalism, University of Texas at Austin with a focus in Multimedia

Excellent written and verbal communication and presentation skills

8 years in competitive Speech and Debate 1 year at Texas Student Television as a broadcast journalist followed by leadership in multiple student organizations. At Crisp Digital, I was the main content creator for sales presentations.

Familiarity with ad servers such as Seizmek (Also ok if you are more familiar with Doubleclick, Atlas, Pointroll)

Experience working on ad campaigns at Crisp Digital with an ad server. Have an understanding of the benefits of collecting and evaluating campaign data because of work in analytics.

Solid interpersonal and teamwork abilities My colleagues would describe me as the “calmer” of the group; the more pressure we’re under, the harder I work to keep the team in harmony and focused on the goal. I work within teams by example and value constructive discussion of opposing opinions. I have references from colleagues from my last three (3) companies as well as management references.

Sally Waterson • Position of Interest: Digital Media Manager • Contact Me: 832-766-4383 • swaterson@myemail.com • linkedin.com/in/sallyw4

Chronological CareerSpin-It Internet Marketing, Houston, TX . . . . . 2012 – CurrentDigital Media Manager

Crisp Digital, Houston, TX . . . . . . . . . . . . . . . . . . . 2010 – 2012Digital Account Specialist

ABC Marketing, Houston, TX . . . . . . . . . . . . . . . . 2009 – 2010Digital Intern

EducationBachelor’s in JournalismUniversity of Texas, Austin, TX 2010

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