
Is your commercial in poor taste?
30 second commercials are some of the mis-used job hunting or networking tools in existence. You’re not selling a product during the Super Bowl, you’re selling yourself and if you’re not careful with how you do it or sell someone who’s not looking to buy, you’re going to come off like Conan O’Brien in a bad Swedish Bud Lite commercial. If you’re selling me, I am not buying. I did not come to an event or organization to get sold.
Don’t get me wrong. A 30 second personal commercial has its place, but it’s usually only at career fairs where there are employers there for the express purpose of looking for someone to hire.
I’m also not suggesting that all aspects of a “30 second commercial” are not valuable. Many of aspects of them ARE valuable but approaching things as a “commercial” is going down the wrong path and will have you coming off as salesy.
What’s the Bad and the Ugly of 30 second commercials?
- It’s not a dialogue and not interactive. How do you even know whether what you’re saying is important to them?
- They often rattle on for more than 2 sentences
- They are often a data dump of work & academic backgrounds
- They often don’t focus on value (BUT they could!)
What’s the Good of a 30 second commercial?
- It helps to have practiced saying key value statements about yourself so you sound more polished and confident
- It forces you to think about what value you do bring to any given department, company, or employer
So, what’s the ideal situation?
It depends (spoken like a true MBA), there are two possible situations when going to any event, organization, forum, or networking opportunity:
1) You don’t know who you might meet at an event
OR
2) You anticipate or know that certain types of attendees, companies, or even specific people are going to be present
Scenario #1 is the easier situation to prepare for but the situation less likely to pay off in advancing your career.
But, the important thing in either scenario is to engage people in conversation. The best way to do this is through asking questions. Luckily for you, the event itself provides ready made questions for you to break the ice:
- Have you been to this <<event/organization>> before? Oh, great you’re an expert and can show me the ropes (even if they have only been to 1 or 2 more events than you) OR Oh, great you’re a rookie too! We’ll have to learn how these things work together.
- I’ve heard this speaker is great because <<reason>>, I really wanted to hear his thoughts on <<topic>> because it’s important to me because <<work reason, personal reason, whatever>>. Why did you want to hear her speak?
- Assuming the event or organization is actually interesting to you, you should be able to expand where the conversation goes from that point.
I always recommend a little real conversation before getting to the big question “So what to you do?” If you’re lucky, you’re initial conversation yielded clues to this already and will make it easier to transition into this conversation. And you want to be initiating and driving the conversation so that you can find out what they do FIRST. This helps a ton because it gives you additional information so that when they do turn around and ask you what you do, you can adjust your 15-20 second spiel to something that they care about.
If this is a great contact for you, go ahead and ask them some of those advice conversation questions we talked about (How did you get your start? etc.). If you’re not sure or they’re not, have the most enjoyable and interesting conversation you can have and show genuine interest in learning about them anyway. If you do, when the conversation turns to you and your background/interests, they are going to be more likely to want to help you…and jut because someone is in banking, doesn’t mean they don’t know people in technology or consumer products.
OK, Scenario #2, you know certain companies or even people are going to be there that you want to meet. This is a great opportunity, but it will yield the best results if you actually prepare for it. Have you been following these companies in the news lately? Do you know their key products and strategies? If not, you should! This is a great opportunity to demonstrate your knowledge, focus the conversation on more valuable info (rather than what you can find on the internet yourself lazybones), and maximize your opportunity. It also gives you time to think about how your own personal value proposition changes from company to company so when it rolls off your tongue, it sounds like you were born to help Starwood Hotels, P & G, or whomever.
Now if you think or know a certain executive or speaker is going to be there. Research the individual! Work background, Personal background, whatever will help you have a more interesting and engaging conversation. I once walked up to a VP of HR of a Fortune 500 company and said right away, I’ve been reading about your expansion into Canada. Have you given any thought into your international recruiting strategy for expanding into your next countries? In less than a minute after barely explaining what I did, I had a meeting set up in less than 3 minutes. Now, I don’t always recommend you go straight for your ultimate goal immediately, but if this person is a popular speaker, there’s other people waiting to talk to this person or in general you sense you won’t have much time with them. Go for it! Your research and preparation should allow you to demonstrate you have some value before you ask for your help, advice, or ultimate goal.
Does this make sense? What’s your recommended approach for meeting new people at events or organizations? Which of these pieces are most difficult for you and you need more help on?