by Faheem Chaudhry (@FaheemChaudhry) The first job interview for any young person looking to start her or his professional career is always a daunting task. Lack of job opportunities, coupled with an increasingly competitive market, means that securing your first gig is becoming more and more difficult.
In the marketing industry specifically, graduates find themselves in a slightly different scenario from other industries. We’re in the business of selling, the business of persuasion and so, naturally, it should follow that we’re better positioned to put our case forward.
So what are the core skills we possess as communication professionals that we should use in an interview scenario? Here’s my thinking:
You are a brand
Personal branding is a much-documented field. It’s the art of attaching oneself to certain characteristics in as persuasive way as possible.
For any young graduate entering the lion’s den, looking at interviews through this lens is a great way to prioritise the way you communicate your offering.
As with any other business or brand, successful conversion from your communication is made up of various crucial elements; we shouldn’t look at ourselves any differently from the brands we work to sell on a daily basis.
Every touchpoint that employers meet you in should be consistently selling what value you believe you can bring to them and the businesses they are representing. From the way you express your interest in the firm and your CV to your social media profiles and your delivery on the day, putting across your case should form the various pieces of your brand’s puzzle.
The graduates who can successfully do this will make the most believable, intriguing impressions.
Delivering this is simply a matter of a heightened consciousness towards what moments shape the employers’ perceptions of you. It’s in your control; make it truly you.
Know your unique selling point
What truly differentiates you? Being hard-working, passionate and an eager learner just isn’t going to cut it, I’m afraid.
You have to be aware that the expected doesn’t differentiate. In the same way that consumers come to expect quality and service from the brands they engage with, employers are looking for a real reason to choose you — to hire you.
They are making an investment in the potential of your talent, so ensure you clearly state your case of why you have something of unique value to bring to their businesses.
Understand your audience
Successful brands have a pin-point understanding of their audiences: what their consumers look for in the brands they choose, and what role the brands play in their lives. Nailing your first interview is no different.
A starting point is to always do your homework about who your interview is with
A managing director, for example, is a different audience to a human resources manager, or department head. All are looking for slightly different attributes: the MD is looking for potential to grow in the business, HR for an organisational fit, and the department head for confidence that you have depth in your skill set.
Tailor your talking to the reality of your audience, and you’ll be in a far better place to land your message in the most resonant way.
Being aware of your competitors
In an increasingly competitive job market, positions are becoming tougher to land and, ultimately, your classmates are your core competitors. Understanding what you offer in relation to them is vital to the success of your path going forward.
To make the impression you’re after, offer something that you don’t think your competitors will. Demonstrate clear value that you believe you can deliver better than anyone else going for the same position.
It’s an honest conversation you need to have with yourself going into your first interview. You need to leave your interviewer with the confidence that you’re the cream of the crop. They are looking for the best. Give them a reason to believe it’s you.
You’re taught all you need
In summary, as communication graduates, you are taught all the skills needed to convince an audience to believe and choose certain propositions over others. Your personal brand is no different.
Be focused on the unique value you bring, and communicate this offer in a way that is most relevant to your audience on the day.
Being practised in the art of persuasion is a massive benefit that ad-grads enjoy — don’t miss out on the opportunity to authentically represent the most important brand you will ever work on: yourself.
Faheem Chaudry (@FaheemChaudhry) is a passionate marketer at M&C Saatchi Abel. With a focus on the future, his aim is to better entrench the importance of creative thinking to solving critical business problems. Faheem contributes the monthly “Millennial Ad-grad” column to MarkLives.
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