Written by Karen D. Swim
As children our parents taught us to do the little things like saying please, thank you or covering our mouth when coughing. In the big scheme of things these expressions of etiquette were not going to save the world but they sure would make it a nicer place to live.
As adults we are sometimes so focused on the complex, or the bigger picture that we fail to take note of the small details. We build a whiz bang website but forget to have a call to action. We deliver a stand out proposal but forget to ask for the business. So often it is the small detail that will set us apart from the crowd. Allow me to share a few recent examples.
For two weeks, I received resumes from prospective candidates. The problem? I am not hiring any new employees! However, since I am a Career Marketing Professional, I read each submission. I was horrified by most of these attempts at securing a job. Although, I counsel my own clients on the big and small details, I still assumed that the majority of job seekers got the easy stuff right. Wrong!
- Only one applicant indicated the position sought and addressed me by name.
- Many applicants simply copied and pasted a resume into the body of the email. Of course, with email formatting, it came across as a sloppy, unprofessional mess.
- Not one single person indicated why they were applying.
I responded to every applicant thanking them and even offered leads to a few of the better candidates. I even called one applicant (Tip: When in job seekng mode, always be prepared to speak to a potential employer).
Two people told me they were responding to “my ad.” Neither could tell me where they had seen the ad! I found out later via Google Alerts that someone had placed an ad on Craig’s List. The real employer did not include the URL of his/her company and used the Craig’s List email. Applicants attempted to learn more by searching “Words For Hire” and making direct contact.
Any one of these applicants would have stood out by doing the basics well such as:
- Indicating the reason for applying and where they saw the ad. (The employer may have placed multiple ads!)
- Using the supplied email address (this may have been done for tracking purposes).
- Taking time to do a text friendly resume (takes two minutes, I do this for clients all the time).
Another recent example comes courtesy of marketing emails. These days when you connect with people on LinkedIn or social forums, you are automatically added to their mailing list. (I will discuss this subject in detail in upcoming posts on social media.) I receive lots of ezines, marketing messages and invites in my email box.
With many of the messages, I am not sure how I got on a list or how to get off. These emails often come from an admin address to which you cannot reply. So, when I got an email that took note of these two basic things I noticed! Right at the top it said:
“Dear Friends, Just to jog your memory, we were connected through Linkedin and have become part of one another’s network. I know you will find great value in the article below, and I appreciate your forwarding it to those that you think it might help as well.
Feel free to unsubscribe from my monthly newsletter (and unoccasional notices) by hitting the button below. (But I would definitely miss you!) Stick around for a couple of months and give it a try; I always make the message inspiring and valuable!”
I don’t mind sharing that the note was sent by Laura Fenamore. Not only did she tell me why I was receiving it, but gave me a nice way to opt out (without opting out of being linked to her) with a great soft sell marketing message to boot!
These days, “average” has become “below average.” It is not that hard to rise above the crowd of mediocrity. While fancy graphics and technological wizardry are wonderful, your efforts are diluted if you don’t do the basics well. Yes, I know the basics are not the hot new trend of the day. They are, however, the proven workhorse that the cool kids often overlook. If you want to rise above in today’s competitive marketplace, pay attention to the little things.
How do you make sure you don’t overlook the basics? Are these little things important to you and your customers? Grab a cup of coffee, tea, or beverage of your choice and let’s chat!
Laura Fenamore says
thank you for your interest in my work…I would love to support you and your clients anyway I can around body image and weight loss.
blessings, Laura Fenamore
Karen Swim says
Evelyn, I learned from Laura’s email too! I think some people will opt out but the key is to give them the option. One thing I truly admire about Laura is her passion for what she does. As Liz Strauss has noted when you are passionate about what you do, talking about it is natural and very different from the mindset of self-promotion.
Ulla, Wow! You are so right about the influence of culture on not doing the basics! What a great point and one that I may explore in a future post. Thanks! 🙂
Friar, I am so glad that you took the advice and found success! I wish everyone knew that this truly is the way to go! In my own personal experience, every job of my corporate career was the result of my network so I too am a believer!
Friar says
Karen
I worked with a career consultant like yourself, how helped me learn to network. Now I’m a Convert and Firm Believer. (Alleluiah!)
The “Hidden” Job Market is huge. (Yes, I read “What Color is your Parachute?”)
I n fact, I got my present job by “networking” with my sister. I didn’t realize she was only two degrees of separation away from a company VP who actually gave me a face-to-face.
He couldn’t hire me but he recommended me to someone who did.
Funny how life works that way.
Friars last blog post..My Favorite Touron (*) Moments
Ulla Hennig says
*slowly sipping a mug of black tea with cream and sugar* Karen,
I can only fully support you. I’ve got some experience with people applying for jobs, and there are much too many – and not only the young ones – who are forgetting the basics. But what are the reasons for that? I don’t know really, but sometimes I’ve got the feeling that in our society people who are pretenders – pretend to know all, pretend to make their money fast and easily – are the people who are written about in the magazines and spoken about in TV and Radio. So there seems to be no reward for being good at the basics – which is definitely and brutally wrong. Just my 2cents,
Ulla
Evelyn Lim | Attraction Mind Map says
Every small detail counts? Okay…I need to be reminded of that. I’m also not very good with follow throughs and covering every angle. You’ve also pointed out that not every one will get offended with an email like the one you received. Interesting! I’ve got a thing or two to learn in terms of asking for what I want, without seeming rude.
Thanks for sharing,
Evelyn
Evelyn Lim | Attraction Mind Maps last blog post..Raise Awareness; Release Guilt
Karen Swim says
Melissa, I have seen some doozies! I have managed the hiring process for clients and when you are reviewing 200 at a time, you want to poke your eyes out! LOL! I agree though, everyone is capable of the basics. Even though I am a trained resume writer, clients hire me for a deeper expertise not basic etiquette! I think people really don’t understand the value of doing the little things right. They are so desensitized to dealing with human beings that somehow they think the computer does not care.
Friar, in the US the statistics vary from 5-16% but when I work with clients I ALWAYS counsel them to spend 80% of their time networking as the majority of jobs are found that way. I steer them away from online resume databases and teach them how to uncover the hidden job market. Not everyone listens, some get antsy and start shotgunning but those that do have been successful every time. Ha! Can you tell I’m a happy baby boomer? LOL!
Friar says
I read that only 5% of all jobs are found by answering job ads and sending in your resume.
When I was out of work four years ago, I did most of my job searching by networking. Phone calls, meeting for coffee, shaking hands.
I only applied to jobs on-line, by default, as a last resort, if I had nothing else going on that week.
That being said, I DID get a couple of job offers this way. But the 5% ratio pretty much rang true. For about 20 jobs I applied to on-line, maybe one would result in an interview.
Of course, today’s job market is so good, today’s young whipper-snappers don’t have to worry about this (Just as our parents didnt’ have to worry about it either).
Isn’t it convenient that only OUR generation got screwed when it came to finding employment?
(Can you tell, I’m a cynical Gen-Xer, who just barely missed the Baby Boom?). 🙂
Friars last blog post..Friar’s Random Rants (Part III)
Melissa Donovan says
Ugh, this sounds like a chore for HR. I don’t envy people who have to read through stacks of resumes every day. You’d think with all the accessible information on how to get a job from building a resume and cover letter to getting through interviews, job seekers would have the basics down. Maybe they don’t want the job all that much?
Melissa Donovans last blog post..August News and Announcements
Karen Swim says
Hi Ben! Thank you and welcome! I also popped over to your site. I loved the post on brochures, and look forward to reading you as well.
Hello Mary Agnes! You will be pleased to know that I did not opt out. I found your approach and content wonderful! You and Laura are an example of social media marketing done right, so hats off to you! Thank you for the high praise, it so gratefully received!
Hi Robert, *leans over to pour more tea* I shook my head and wondered the same thing. Sadder still, many have no desire to be coached. I really make an effort to understand the younger generation and communicate in ways that make sense to them. I have noticed that even in my family, my nieces and nephews will call, never leave a message but expect a call back or send me a text with details but never say who is sending it! Perhaps it works for them but I think they have to learn that not every generation, or culture communicates in short hand with no details. *steps off soapbox to have more tea.* Do you take that with sugar and cream?
Brad, I like the big picture stuff but don’t get a kick out of the detailed work, so like you I have to be extra careful. However, I had not been applying that same caution to my own work (ahem like blog posts!). I am working on it. We will have to encourage each other and maybe do some cross proofreading. 🙂
Brad Shorr says
Karen, details are extremely important and I am always forcing myself to attend to them. I should use a proofreader more than I do before submitting certain types of work to clients. Small mistakes can cause big problems and jeopardize client relationships. The resume inquiries you describe are surprising, but I guess standards aren’t what they were.
Brad Shorrs last blog post..Bits and Pieces of Word Sell News
Robert Hruzek says
Thanks, I’ll have a spot of Earl Grey, if you don’t mind 🙂
Karen, you hit on something that gives me pause every day now. To think, this next generation is growing up not even AWARE of the basics we take for granted, you know? Kinda scary.
But at the same time I have to remind myself that MY way wasn’t the only way, either. So hopefully the world of business may still manage to chug along anyway. I hope!
Still… I can’t help but cringe at anecdotes like this. Don’cha wish you could coach ’em just a little?
Robert Hruzeks last blog post..Life is a Game of Dodge Ball
Mary Agnes Antonopoulos says
Dear Karen, I am the Social Networking Expert who handles Laura Fenamore, and I cannot tell you how grateful we both are that our marketing effort to Laura’s Linkedin connections did not offend you. Sending it to the entire network was risky, and we made absolutely sure that the FIRST thing anyone would see was how to opt out if they preferred not to receive the monthly ezine going forward. “Capturing” a list in an honest way (like through Linkedin) is one thing, but treating your own connections like a commodity (or worse, like prisoners) is awful. Although as a team, we at Body Image Mastery also read everything we get from our Linkedin connections, I often have to write people two or three times if their material isnt’ really well suited to us.
Finally, thank heaven for Google alerts, because your blog is VERY well written. I’m subscribing to it immediately. I blog write for a living, so (I hope) it is high praise.
May success be knocing at your door, and may everyone say out loud how wonderful you are today.
Mary Agnes Vetell Antonopoulos
Ben Waugh says
I found your site on technorati and read a few of your other posts. Keep up the good work. I just added your RSS feed to my Google News Reader. Looking forward to reading more from you down the road!