Nine Takeaways From the NRWA Conference

There were a LOT of takeaways from the 2016 NRWA conference in Annapolis. You can read some of my tweets at the #theNRWAConf2016 hashtag, but I did a Facebook Live broadcast today with my top nine takeaways. You can watch them here.

Here's part one (takeaways #1-7):




And here's the second video (takeaways #8-9)





Takeaway #1: Jean Austin: Presenting Your Clients' Talents, or Answering the Big "So What" Question?

Sometimes we forget that accomplishments do not have to include numbers -- they can be things that can't easily be measured. Here are some questions you can ask:

• Did they complete a project ahead of schedule?
• Did they satisfy an unhappy customer?
• Do they go above and beyond the scope of their job?
• What would others who worked with them say they contributed?

Takeaway #2: Thomas Powner: Cover Letters: Adding the Human Touch to Ignite an Interview

Thomas got us thinking about the reder of the cover letter. What do they want to know about the jobseeker?

He sent a cover letter survey to 190 recruiters, hiring managers, and interviewers. One-hundred sixty people participated. Some highlights of his findings:

• 63% read the cover letter
• 49% read the cover letter after the resume

Powner developed what he calls the "Human Voice Cover Letter," which includes four elements:

• Opening statements that connect the jobseeker to the company
• 3-5 "human voice" snapshots
• Answer any questions asked in the ad
• Closing statement/call to action

Takeaway #3: Colleen McKenna: "LinkedIn: It's Not Social, It's Business"

• 5.4 people are now involved in most corporate decisions -- including hiring. That means more than one person is looking at your LinkedIn profile.
• The number one activity on LinkedIn is looking at people's profiles -- everyone's sounds the same. The ones that stand out talk about the "why."
• 60% of people look at LinkedIn profiles from a mobile device -- keep it short and sweet.
• If you're using LinkedIn Publishing, experiment with Sunday morning posts. One thing McKenna said is that she thinks browsing social media has replaced the old habit of reading the newspaper on Sunday mornings.
• If you want to increase your chances of getting your LinkedIn Publishing posts picked up on LinkedIn Pulse, have great content. Publish frequently. Use hashtags. Include 5-6 images on video. And produce long content -- 750 to 1000 words.

Takeaway #4: Kimberly Schneiderman: Recruiters: Answers to Everything

I think my favorite session at the conference was Kimberly's. She took the initiative to conduct a survey of 273 recruiters and hiring managers (plus 10 one-on-one interviews) using the RiseSmart database. 

She shared the results with NRWA conference attendees -- including dozens and dozens of relevant takeaways. Some of my favorites:

• 40.7% cited LinkedIn as an online source of candidates.
• "Oneline job boards might results in an interview, but they are LESS likely to result in a job offer." Very interesting.
• 67% of recruiters actually use their Applicant Tracking Systems (ATS). So it's particularly important for resume writers to make a strong tie between the client's job requirements and the position.
• Some recruiters said an unnecessarily long resume will date you.
• 84% of companies use in-person or phone interviews. Only 4% use recorded video Q&As.

NOTE: If you use any of these statistics, please credit Kimberly Schneiderman/RiseSmart

Takeaway #5: Pricing Town Hall

One of the neatest things about conferences is the opportunity to interact with other participants before and after sessions, and learn from them in the sessions. Conference chair Dawn Rasmussen added four concurrent "Town Hall" sessions this year to allow this kind of interaction among participants. I attended the one on pricing.

The content in this session was generated by participants. Here's some of my takeaways:

• Several resume writers said they have trouble quoting high prices over the phone -- so they tell clients they will email them a proposal.
• Remember that not everyone who calls you is a customer.
• Ask questions before you quote a price. (This will help you determine if you're a fit with the client's needs, and if they're a fit for your process.) You can use the "First Call Questions" special report to help identify questions to ask.
• If you're not rejected everyone once in a while (told your prices are "too high"), your prices are too low.

NOTE: If you are a Free or Bronze level member of BeAResumeWriter.com, sign in and check out the Free Level Resources page for some additional pricing research and resources!

Takeaway #6: Robin Schlinger: Applicant Tracking Systems

I always love Robin's insight into Applicant Tracking Systems -- even if the information scares me a bit. ATS software is more pervasive than ever, and is probably the number one thing that will impact the resumes we write in the next 1-5 years.

Here's what she had to say:

• Taleo ATS software is being used by 36.4% of companies -- or about 1/3 of jobs that are publicly advertised. How can you tell? The job posting may say "Powered by Taleo" or the URL of the job posting may include Taleo.
• Robin likes to give clients ONE resume (not an ATS friendly one and a non-ATS-friendly one).
• Font doesn't matter with the ATS. Standard bullets may not be read, but they don't mess up keywords if they're not read correctly, unlike text words. Robin pointed out that accented words will screw up keywords. This also applies to client names with an accent mark -- like José -- as one participant on the Facebook Live broadcast pointed out.
• Tables, graphics, and columns CAN mess up fiends in the ATS -- "like big-time mess up" -- it can put data in the wrong fields entirely. Robin pointed out, however, that it won't "kick out" the resume -- that's a scam. But you won't know if a particular company's ATS software can overcome the formatting issues. So, better safe than sorry.

Robin also shared "Known ATS requirements":

• Use standard header names to help the ATS categorize information (i.e., "Education," "Training," "Work Experience," etc.)
• Do not put titles after the client's name -- i.e., MBA, CPRW, PE. These may cause problems with data field population too.
• Here was an interesting one I'd never heard before: Did you know that Taleo has a setting that (if enabled), allows the hiring manager to reject all resumes without a physical address on it? So include the address, city, and state. Just in case.
• Repetition is encouraged in ATS-friendly resumes, even if it duplicates information from work experience to work experience. Duplicate content can strengthen keyword density.

Takeaway #7: Modernize Your Resumes: Content, Format, and Design with Wendy Enelow

Following immediately after Robin Schlinger's session on ATS resumes, the logical question (one asked by audience member Thomas Powner and deftly answered by Wendy, was: How do these beautiful resumes fit into an ATS-friendly (ugly!) world? 

Wendy's answer: She would only do these types of resumes (with images, tables, charts, and other graphics) if the client's job search was focused primarily on networking and referrals. If you're not doing an ATS resume, graphics, tables, and images can communicate information effectively and succinctly.

One thing that hasn't changed with the "modern" resume format -- the importance of the top third of the first page of the resume. Wendy advocates "Start With the Wow" -- make every word count in this area. Consider including third-party endorsements and testimonials for additional impact.

Also, Wendy says to consider fonts and design choices on the modern resume -- they need to correlate with the client's desired industry and their personality.

Takeaway #8: So, Tell Me About Yourself … Translating Personal Branding Into Powerful Resumes and Interview Skills with Elaine Lien and Lucie Yeomans

There's no more powerful testimonial for the information that Elaine and Lucie shared than the fact that right before their presentation, Lucie swept the ROAR Awards (Recognizing Outstanding Achievements in Resumes) for Experienced Resume Writers. To me, that really communicated the value of assessments that they use in their branding work. Specifically, they focused on the Reach360, DISC, and StrengthsFinder assessments.

Lucie emphasized how having this assessment information helped her overcome writer's block -- the data gives her both concrete information and a point of view for her client, which makes the resume easier to write.

With the StrengthsFinder, she buys and sends the StrengthsFinder 2.0 book to clients. Each book contains a unique code for clients to go online and take the assessment. She then asks them to send the results to her. (Individual tests can also be purchased online here.)

Again, this strategy is obviously working for Lucie, as her award-winning resumes demonstrate. Assessments like these are things that more of us resume writers probably need to be using.

Takeaway #9: "5 Steps to Creating a Million Dollar Brand" with Dr. Brandi Baldwin-Rana

"Doctor Brandi" was hilarious, and I wish more of the attendees had been able to participate in her presentation. As is usually the case, though, attendees who departed the conference early to make a flight missed this fabulous closing session.

One of the things that resonated most strongly with me is her assertion that resume writers need to work on their own branding. "Perception matters," she noted. (I always say that resume writers/career professionals are like the proverbial "shoemaker's kids" -- they're always barefoot.)

Doctor Brandi suggests creating an Ideal Client profile and using that to attract your perfect clients. (I believe strongly in that too!) She also had attendees write down "3 words that describe your brand." This was a fun exercise.

Then, she encouraged resume writers to align their ideal client profile and personal brand and articulate it -- and COMMIT to it. She said "you never want to be off brand."  

There were a LOT more takeaways from the NRWA Conference, and I'll be sharing more of them, so stay tuned!

Career Professionals: Are You Making These Mistakes With Your Social Media?

On our "Social Media Strategies" call last month, Sean asked me to come up with the "Biggest Mistakes Resume Writers Make On Social Media."

Here is an excerpt of four items from that list of mistakes.

Sean asked me to handle the part about the biggest mistakes that résumé writers make because, again, this is an area that I have not only a lot of interest in -- but I also analyze a lot of what those of us who are posting on social media have done.

Mistake #1: Not Posting EnoughThe first mistake that I have seen is that you’re not posting enough. That’s one of those things that’s a hard thing to handle -- especially when you’re getting started, or you have a small following. You think, “Gosh, is it worth my time and effort to put that content out there, if nobody is reading it?” But the neat thing about social media is it has a huge shelf life. So even things that you have posted months ago or weeks ago you can always resurface that content as your audience continues to grow. Not posting enough is probably the biggest mistake.

Aligned with that is not prescheduling content. I talked before we started the call recording, a lot of us obviously wear a lot of hats, and so I know when I get busy with working with my actual one-to-one resume clients, the stuff that suffers the most is my marketing -- my blogging, my social media posting -- so one of the things that you can do is if you’re finding yourself in a slow period, go ahead and preschedule content. I use Hootsuite -- as well as Facebook’s native ability to preschedule posts -- so that I have content that is out there on a more regular basis, otherwise I look up, and suddenly it has been a week and I haven’t put anything out there. Make sure that you are using your time and scheduling the content ahead of time when you’re not as busy, so that it is out there on a consistent basis.

Consistency in social media is probably one of those things that’s universally not done well. People tend to post a whole bunch of stuff and then they go silent -- and you just don’t want to do that, because Facebook in particular is going to penalize you, if that is the case. If you haven’t had a lot of engagement from your followers in a while, then they (Facebook) take your post out of the news feed -- and that’s what Sean is talking about in terms of organic reach -- the ability for you to reach folks who have raised their hand and said, “Hey, I want to get content from you, related to the job search.”

Mistake #2: Only Posting on Your Facebook Business PageAnother big mistake that I’ve seen — and I’ve seen it on both sides -- I’ve seen it as a mistake when people don’t do it and I’ve seen it be tremendously effective when people do it -- is when you only post on your (Facebook) business page. If one of your goals is to try and grow your Facebook following, one of the ways to do that is to get people who already know, like, and trust you as a human being, to follow your Facebook Business Page. So, cross posting some of that content — although not at the same time — that is also one of the mistakes — posting the same content, either on multiple pages that you manage or on your personal and business page at the same time, don’t do that.

But if you shared a resource over on your Facebook Business Page, then share that on that your personal Facebook page too: “Hey, I just wrote this blog post about the five biggest mistakes people make on their resumes” and put that on your personal profile, because for at least 99 percent of us, we are more likely to have more friends on Facebook than we have followers for our business page. 

One really effective way that you can grow your audience on your Facebook Business Page is to get some of those friends to follow you. I talked about this on the Get Clients Now program for the last couple years, the sources of new clients for established resume writers a lot of times are referrals, and it’s not just referrals from past clients-- it’s people that we interact with on a daily basis.

So, posting content on your Facebook business page and then sharing it on your personal Facebook page, or just sharing information about the work that you’re doing with clients on your personal page. 

I have seen several examples of resume writers who do this successfully — and it can be as simple as celebrating a win for one of your clients. Not naming them by name, not tagging them, but just saying, “just helped an accountant get her first job” if you’re working with someone who is new to the workforce, “helped this client land a $10,000 raise through interview coaching.”

Here's an example:

Celebrating and shouting out the work that your clients are getting in terms of results -- but putting that on your personal Facebook page so that folks know that you’re a resume writer. There are career industry colleagues that you would never know what they do for a living if you just looked at their personal page-- and maybe they are doing that intentionally -- but if it’s your goal to get more fans and followers and engagement and clients and all of those things, that’s a simple way that you can help increase your ability to get your message out.

Mistake #3: Talking AT Your Fans and Followers, and Not WITH Them
Another mistake -- and Sean mentioned this, too -- is the one-way conversation. A lot of times on social media, I’ve seen career industry colleagues who post a lot of stuff -- and then, when people comment on it, they don’t respond back. Just like with Facebook Live, you want to acknowledge when people send you stuff. Monitor your Facebook content to make sure that if people are asking you questions or are saying, “Wow, that’s a great resource” -- just acknowledge them, like their comment -- or, even better, comment back or say, “Hey, thanks for the feedback.”

All of those engagement strategies are going to help your content get organically boosted in people’s Facebook feeds going forward. Don’t look at it as just a one-way conversation; look at how you can encourage engagement. And, like Sean was talking about, with Facebook Live, we talked about having people submit questions. You can do that on your own Facebook page too. “Hey, I am working on a new resource on job interviews. What questions do you have about the job interview?” and then let people submit questions onto that post. It not only gives you better insight into what challenges and struggles people are having, but it also helps you identify particular clients that you might be in the position to help.

Mistake #4: Doing Too Much of One Kind of Content

The other thing is to mix up your content. Another mistake that people make -- and particularly when you’re talking about pre-scheduled content -- is that they focus primarily on text-based posts, because obviously those are the easiest, in terms of creating the content. But you really want to have a mix of text posts, videos, and picture posts. 

I know a lot of you guys use the BeAResumeWriter.com Pass-Along Materials and quote those directly. 

I just saw a perfect example today Sterling Career Concepts took one of the excerpts from a Pass-Along Materials content and made it into a picture post. So she took the text and just put it over a background and shared that content. Look at different ways that you can share the information in terms of not just doing static posts.

These are just FOUR of the mistakes I outlined for career services professionals.

If you're interested in learning what the OTHER mistakes are -- and the other information Sean and I shared in the training about growing your fans and followers, using analytics to get better engagement, and more, check out this special offer!

Get access to the Social Media Strategies training.

Is Self-Employment Right For You?

Choosing to be your own boss can be amazing. But if you're currently working a "regular job" -- and have never been self-employed before, I suggest you consider starting your own business ONLY if you know the pitfalls, and what to expect and how to deal with it.

• You Must Be Self-Motivated. You need to be the type of person who can get work done when it needs to be done without anyone telling you to do it, including wearing the many "hats" of a sole proprietor, such as bookkeeper, paperwork coordinator, and marketer.

• You Must Have Good Time Management Skills. No one is going to tell you when to work; you will be in charge of that. You will need to be able to estimate accurately how long any one job will take you, when you're going to do it -- and you must be able to do this with multiple clients simultaneously.

• You Must Be Able to Work with Many Personalities. When you are self-employed, you don't work with just one client at a time. You typically will be working for several at once, all with different personalities. If youíre good with people and are able to take criticism, you will do great as a self-employed resume writer. Also: TRUST YOUR GUT when taking on new clients. Don't be desperate -- if you don't get a good feeling when you talk to someone initially, do NOT take them on as a client. You will end up regretting it.

• You Need Your Own Equipment. When you're self-employed, you must supply your own tools such as computers, Internet connections, software, and so forth. As the business owner, you're responsible for all your own stuff.

• You Must Pay Your Own Benefits. If you currently have health insurance in your job, you need to know that as a self-employed person, you pay for your own benefits -- including self-employment taxes, insurance, and more. Health insurance can be VERY expensive, so you need to know what this will cost you before you leave a job with insurance.

• You Must Be Able to Ride the Wave. Payments don't always come on time like with a job.  (This is the thing my Mom had the hardest time with understanding. She keeps trying to get my self-employed brother to get a job so he has a "steady paycheck.") The reality: You won't get a paycheck every two weeks, so it will make it harder to budget your money. You will likely have times of feast and famine. If you can budget through the hard times and ride the wave, you'll make it as a business owner.

• You Must Be Good with Money If you're not good at budgeting, being self-employed might be difficult for you. For example, you should set aside 15-25% of all revenue you receive for taxes, savings, and for the slower months.

Hopefully, this didn't discourage you. You have to remember that some of the security you think you have in a regular job is just an illusion. Getting paid every two weeks isn't as important as making enough money on a regular basis to pay your bills and save for your future. All you have to do is train yourself to mind your money and build your business without anyone telling you what to do and you'll be successful as a self-employed resume writer.

8 Mistakes To Avoid on Facebook Live

Today, I used Facebook Live to teach a training on how to use Facebook Live streaming in your career services business.

In the broadcast, I shared eight mistakes that resume writers and career coaches should avoid when using Facebook Live. I wanted to share them with you here. You can also watch the Facebook Live video replay here:

Eight Mistakes to Avoid on Facebook Live:

Mistake #8: Not giving a descriptive name to your broadcast
Your broadcast name serves as a "headline" for your content, giving prospective attendees an idea of what you're talking about. The right headline can attract viewers! The best headlines are seven words or less. After the broadcast, you can add a longer description to your video. But for the name of the video, keep it short but descriptive!

Mistake #7: Not broadcasting long enough
Sometimes you'll decide to do a Facebook Live broadcast on the spur of the moment. If that's the case, your broadcast should be at least five minutes (the typical impromptu Facebook Live broadcast is 5-10 minutes). That gives people time to join your broadcast if Facebook has notified them that you're live.

If you're promoting your broadcast in advance, make your broadcast a minimum of 10 minutes -- probably in the 10-20 minute range. Speaking of that …

Mistake #6: Not giving advance notice of your Facebook Live broadcast
As I mentioned, Facebook is doing a lot to help you promote your Facebook Live broadcast, but you'll still get the most traction (and traffic) from the people you already know -- your fans and followers of your Facebook Business Page, and your friends if you're broadcasting from your personal page. Use non-Facebook channels to promote your Facebook Live broadcast -- Twitter, Snapchat, Google+, email, etc. The more people you can let know about your broadcast, the more likely you are to get viewers of your live broadcast.

Mistake #5: Thinking of Facebook Live like a video
Facebook Live is LIVE television, so there are different things to consider than if you're publishing a video on your Facebook Business Page. Think of it as the difference between a TV news broadcast and a movie. Most people sit down to watch a movie from start to finish. But people "snack" on news -- tuning in at different parts of the broadcast (although some will watch the entire newscast). But in planning your Facebook Live video, you need to make sure that you're delivering your content to people who join you from the beginning as well as those who hop onto the broadcast midway through.

Mistake #4: Not being mindful of visuals
When choosing where to broadcast from, keep the visuals in mind. Watch out for weird protusions, dim lighting, and what appears in the background. Think about where to broadcast from that will best represent you -- that might be from your home office (or, if your office looks like mine!, somewhere else in the house). I did my broadcast from my living room because it has good lighting and Jon's artwork makes a nice backdrop!

Mistake #3: Talking to, but not acknowledging, the audience
One of the best things about using Facebook Live -- versus a video -- is the audience interaction component. If you simply talk at your audience without acknowledging them, you're missing out on the fun! Say "Hi" to viewers as they join. Read -- and respond to -- comments you receive while you're broadcasting. And ask for viewer feedback -- ask them to send you emojis so you can gauge their reaction to the content!

Mistake #2: Not recapping as you go along
As I mentioned earlier, people "snack" on Facebook Live videos, so they're constantly jumping in and out of your broadcast. Make sure that you recap as you go along, using phrases like, "If you're just joining me," or "To recap," and then summarizing the content.

Mistake #1: Not broadcasting often enough
One of the ways to get more clients is to position yourself as an expert resources -- especially through sharing content. Video is one of the best ways to do this, because they can see and hear you. If you're a resume writer who works with clients virtually, this is a great way to build that know/like/trust factor. You don't have to set up a regular Facebook Live broadcasting schedule (although I do give you an idea for how to do that in the training), but don't just go live once … the more you do it, the better you will get!

If you want to learn more about Facebook Live (including step-by-step setup instructions, equipment recommendations, what to broadcast about -- 12 types of content, best practices and more), become a Bronze member of BeAResumeWriter.com and get the 28-page special report on "Facebook Live Streaming for Resume Writers" as part of your Bronze member benefits. Join or upgrade here.

Facebook is just one tool you can use to attract prospective clients to your resume writing business. Getting publicity is another way. Check out my upcoming training next month: Feed the Media Webinar Series for Resume Writers and Career Coaches.

Five Simple Steps to Create A Vision Statement for Your Resume Writing Business

I've said it many times before, but resume writers are the ultimate "shoemaker's kids." You know, the shoemaker's kids are barefoot. When's the last time you looked at your own branding? You're constantly coming up with branding profiles for clients, but what do YOU stand for?

You can't be all things to all people. You need to put some serious time into deciding who you are, and what you do. Part of the process is creating your vision statement. This is your purpose. It becomes a took to help you manage and market your career services.

Here is an exercise to help you create your vision statement:

1. Brainstorm a list of verbs that describe your business. What do you DO for clients? Come up with your own list, and then enlist the help of others to come up with a list of verbs.

2. Identify which verbs describe the essence of your business. Which 2-6 words (verbs) truly describe the essential activities of what you do and how you help clients?

3. Keeping those verbs in mind, who is your target audience? Who benefits directly from your services and why you do what you do?

4. Organize these ingredients into a simple statement that describes your business purpose and who you serve. Once you have drafted seotmhing that makes sense (and feels right!), put it aside for a few hours -- or a few days.

5. Next, do the "ONLY ME" test. Is this vision statement true of ONLY ME? (It's the same test we do for personal brand statements for our clients. If the same statement can be said of any jobseeker with that pairtuclar job title, you need to change it to make it more specific. Remember, "You must be specific to be terrific." (A quote from sales trainer Tom Hopkins!)

Your result should be a clearly written, concise, dynamic statement that expresses your reason for being in business.

Don't Fall For This Domain Scam

I received an email recently that I discovered is a scam, and I wanted to share this so you wouldn't fall for it -- or have to take the time to research it to find out it is a scam!

Here's the email I received (from "Matthew Zeng" -- all errors are from the email sender):

Dear Sir/Madam,

We are a service agency for registering domain names. Our center received an application from Sean Lim International Ltd. today. They applied for the registration of rwdigest as their Brand Name and some top-level domain names. But we found the main body of domain names is same as yours. We are not sure about the relationship between you and them. As the registrar, we have the duty to inform you the case.

Now, we are processing this application. Our center needs to confirm whether this company is authorized by your company. If so, we will continue the next step of registration. If not, please let me know as soon as possible in order that our center can deal with this problem timely. We await your prompt reply.

Best Regards
Matthew Zeng
Tel: +86.5516 3491 191
Fax: +86.5516 3491 192
Address:No.1,Xingshun Building, Fengyang Road, Hefei China

I did a Google search for "received email from domain registrar saying someone has applied for domain similar to mine" and came across this Stackexchange thread that confirmed it was a scam.

There were several examples of similar emails -- but more important, it gives the "how" of this scam. How do the scammers monetize their emails?

The answer: Domain registration fees.

If you respond back to the email saying that you own the domain, you will receive one of two responses -- one from the company that purportedly wants to register the domains, indicating they intend to go ahead and register the domains ... and/or a response from the initial contact, saying you have "priority in the registration" of the domains during the "audit period." The company will offer to register the domains for you (rwdigest.cn, rwdigest.com.cn, rwdigest.net.cn, rwdigest.org.cn).

Of course, no one is really interested in registering your domain names. It's a scam to either get you to pay to register these additional domains (AND possibly to steal your payment information once you provide it).

So just IGNORE this email if you get it.

7 Ways to Get More Clients for Your Resume Writing Business

Clients are the lifeblood of a successful resume writing business. Without clients, there is no business! Here are seven tips for attracting clients. You probably know most of them, but it's a good reminder that if your appointment book isn't full, you can change that!

1. Tell Everyone You Know 
This may seem obvious, but you would be shocked to learn that some people you know probably don't know what you do. You want to get the word out to everyone you know, because they may know someone that needs you and tell them about you. Hand out business cards, share resources with them (the BeAResumeWriter.com Pass-Along Materials make excellent special reports that you can use as lead generation magnets), and post updates on your social media platforms about the work you're doing (and the people you've helped -- without identifying your clients directly). 

2. Get Involved
Being involved in your local community and online communities, both business and personal, will help you become a known entity. Use the strategy of "Give To Get" -- be helpful to others. Remember, jobseekers are hungry for information that will help them in their job search -- FEED THEM! Remember the Zig Ziglar quote: "You can have everything in life you want, if you will just help enough other people get what they want."

3. Partner Up
A joint venture is a temporary partnership in which you join forces with someone who markets to your audience but who is not direct competition -- for example, a career coach. Partner up to host a free webinar teaching their clients something to solve one of their most burning problems (anything related to the job search is fair game -- LinkedIn is almost always an in-demand topic). They will promote the webinar to their clients and you'll teach it. You can give them a referral fee on any projects that result -- and, you can solidify a stronger referral relationship!

4. Be Social
Make all your profiles on social media compelling and informative. Post a good profile image that shows your face and eyes. It doesn't have to be a professional headshot, but it should be clear and show a good depiction of your personality. Join various groups online, consisting of both your audience and other resume writers (if you focus on a specific niche, colleagues can be a great source of new clients). Get to know people, help people, and let your profile speak for itself. Share information regularly -- become a resource people will depend on for careers content!

5. Build Your Reputation 
If your current client flow is slow, take time now to work on reputation building. The way you do this is participate in webinars, discussions, and even livestreams (Blab.im or Facebook Live), showing your professional knowledge about your careers industry niche and how you can help jobseekers. Write a book, blog, or guest blog and/or develop a freebie (lead magnet) to give away so you can build an email list. Content can help you capture new clients!

6. Optimize Your Website
Your website is the hub of all other activity. Ensure that it works on any device, that it loads fast, and that it is pleasing to the eye. Use keyword-rich titles, appropriate anchor text, and publish informative blog posts. Ensure that you have at least a Home page, About us page, Service page and a Contact page, and that there is no mistaking what it is you do when someone visits your website. (Refer to the "What To Write On Your Website" special report for more details.)

7. Be Your Own Client
I talk a lot about resume writers and the shoemaker's kids. (Referring to the old story about the shoemaker's kids being barefoot.) One of the best demonstrations of what you can do involves being a bright, shining light that shows the world what it is that you do. Your LinkedIn profile should be top-notch. Your "About Us" page on your website should tell a compelling story of you. If your personal communications are outstanding, prospective clients will see exactly how you can do the same for them.

If you're looking for a specific program to help fill your appointment book, the Earlybird registration and the 3-pay option for the next session of Get Clients Now end this Friday. (There are only 3 spots left too.)
Details here: Get Clients Now.

Harnessing Innovation Keynote with Josh Linkner

Today's blog post is a write-up of one of the sessions from the 2016 Young Professionals Summit in Omaha, Nebraska on March 3. Organized by the Greater Omaha Chamber of Commerce's Young Professionals division, the summit is "the premier regional event for Young Professionals to learn, connect, and live a better version of themselves." While I'm not sure I'm a YP anymore (I'm 42), the summit was a great chance to learn, engage, and have fun.

Harnessing Innovation: Fresh Approaches to Growth, Creativity, and Transformation
Opening Keynote with Josh Linkner

Josh Linkner started his career as a jazz guitarist and is currently one of the founding partners of Detroit Ventures, a venture capital firm in Detroit, Michigan. He is the founder and CEO of four technology companies that he sold for a combined $200 million. He's also the author of two New York Times bestsellers, including "The Road to Reinvention: How to Drive Disruption and Accelerate Transformation."

Linkner started his first company in 1999, and later sold it to a private equity fund. He said that whether you're building a community, a company, or a career, there will be many obstacles in your way. "Your ability to be creative and drive innovation can be the single biggest difference-maker." Linkner added that "it's not about inventing the next tech breakthrough; it's about 'everyday innovation.'"

He gave an example of "everyday innovation" in practice. One of his tech companies, a digital promotions business, was trying to win a contract from ConAgra Foods. ConAgra was going to consolidate their purchases with a single supplier, representing a "massive amount of business," according to Linkner. His company was selected to the round of finalists, but his company was a small supplier compared to some of the other companies in the running, so he knew he would have to set himself apart. The question was: How.

He found himself on an airplane with the ConAgra executive who was responsible for deciding the contract. In fact, his seat, in first class, was right next to the executive. But Linkner had observed the executive and his wife board together, but the wife's seat was in coach, while the husband had a first-class ticket. Linkner knew he would have the executive's ear if he sat next to him, but he decided to take an unconventional approach.

"When your instincts are telling you something, pause," Linkner said. "Can you do the uncharted move instead of the typical move?"

Linkner approached the executive and offered his first-class ticket to him so his wife could join him in first class, saying that he had work to do. Linkner took her spot in coach.

When the plane landed, Linkner said he called his office to check in and was told that they had been awarded the contract. He got the contract by giving up his seat.

Linkner gave several examples of companies that "failed to adapt, innovate, or change." Companies like Sears, Palm, Compaq, Blockbuster, Borders, and Circuit City were all market leaders at one time, but are either struggling or out of business now.

Disruption is possible, even in consumer products, where "category killers" are prevalent. Linkner gave the example of DollarShaveClub.com, and how they got started with a single viral video four years ago. The video cost $4,000 to produce, and almost half the budget went to renting a warehouse to shoot the video. In the first week, 3 million people watched the video. (More than 19 million more have watched it since then.)



The company had 17,000 paying customers in its first week. "They launched their business in a mature industry in a commodity field with a dominant market leader (Gillette) with no product innovation," Linkner noted. "You don't have to be on either coast to soar; embrace the entrepreneurial approach."

"No matter how good our technical skills may be, human creativity has become the currency of success," Linkner added. "It's a skill we can develop. All of us are creative as human beings. It allows us to leapfrog the competition and seize our full potential."

It all comes back to "everyday innovation," he noted. "We all need an additional job title of disruptor, innovator, and business artist." The most successful companies embrace innovation, creativity, and disruption, he notes.

Linkner outlined the "Five Obsessions of Innovators."

1. Get Curious. When your instinct is pushing you to make a decision, stop and ask yourself some questions: Why? What if? Why Not? "This forces you to explore what 'can be' instead of 'what is.'"

He showed this Louis C.K. clip (warning: language)



An interesting note about Louis C.K. that Linkner shared: "Every year, Louis C.K. throws away all of his old material. By starting with a blank page, it forces him to become relevant and creative again." It's the concept of "planned obsolesence." No one can disrupt you, if you're disrupting yourself. Linkner advised attendees to "Embrance the same blank page approach with our companies, our careers, and our community."

"Someday, someone is going to come along and put us out of business. It might as well be us."

2. Crave "What's Next." Have a "forward orientation" -- imagine what can be. Duke University head basketball coach Mike Krzyzewski ("Coach K") has trained his team to look forward. "Let go of the last quarter." Instead, look at "what's next?"

Linkner is fron Detroit. "Detroit is rising from the ashes with the 'What's next?' approach," he said. "Detroit used to be Silicon Valley. The 'Paris of the Midwest,' but it became complacent. They built bureaucracies. They stopped innovating and winning."

But Detroit is reinventing itself. "We're not trying to build the old Detroit. We're taking an uncharted approach and building the new Detroit." Linkner launched a tech venture capital firm to invest and create social change. "To try and make a difference. To create jobs, urban density, and hope." The venture firm invests in mobile apps, ecommerce, and social media instead of manufacturing.

Detroit Venture Partners has raised more than $60 million and invested in young tech companies, giving them not only money, but coaching, support, and mentoring. Linkner took over a building that had been vacant for 15 years in downtown Detroit. At the time, there were no tech companies in downtown Detroit. Today, within one square block of their building, there are 70 companies with over 1,000 tech workers — "breathing new life into downtown Detroit."

Having a "What's next?" approach can lead to real outcomes, Linkner said, "even in complex situations."

3. Defy Tradition. "When you see a tradition, ask yourself, 'Is there a way to defy it?' Is there a better, more appropriate approach, in the context of today?"

For example, take the common glazed doughnot. A glazed doughnut is a commodity at 50 cents. Chef Dominique Ansel invented the cronut: "A marriage of the doughnut and a croissant." They sell for $5 each. "The costs didn't go up 10-fold, but a little layer of innovation on top of a commodity" allows him to sell it for ten times more than a doughnut.

He asked the audience to "put your left hand in the air, as high as it can go."

He paused. "Now go an inch higher."

Linkner said, "Don't worry about going the extra mile ... go the extra inch."

"When you're facing an opportunity or a threat or a problem, can you 'judo flip it'? Can you flip it in order to create a better result?" he asked.

"Every airline experience is pretty much the same -- you can only change the customer experience." He gave the example of Kulula airlines in South Africa, which uses its sense of humor to provide a better customer experience. "They are having more fun and making more money," Linkner noted. "Use customer experience as a battleground for competitive differentiation. If your hands are tied regarding the product itself, look to the experience for internal/external customers for opportunities for growth."

Another example is the Children's Hospital at the University of Pittsburgh. They wanted to create a better experience for their "customers," the children who were patients. Their window washers are superhero characters that entertain the customers while they work.



Tweet: "Instead of throwing money or time or other resources at a task, throw creativity at it." -- @JoshLinkner

 "There's zero cost, no productivity drop, but the kids love it," Linkner said. "It takes attention away from the medical care while better serving their community. It's a win for the window washers -- they were doing a mundane task and now have purpose and meaning for their task."

4. Get Scrappy. "Be MacGyver. Instead of whining about the resource he lacked, MacGyver got creative. He was solving complex problems in unorthodox ways with limited resources," Linkner noted.

The starting point for a Super Bowl ad is $5 million. What if you don't have a $5 million budget? TNT took a "scrappy approach" to their ad.



While only 100 people saw the stunts live, the viral video has racked up more than 200,000 views.

Linkner talked about "creativity hacks" -- for example, a Dad who decided to make his kids' lunch box meals more exciting and it turned into a blog and a business: LunchBoxDad.com. The founder, Beau, puts his recipes out there and shares them with the world. He reached 100 million blog readers, and major brands came calling, saying they wanted to sponsor him. He left his day job and is doing this full-time now. "It all started by him being scrappy and creative: All tools within the grasp of us all."

5. Adapt Fast. "Take the weight of the world off your shoulders; change doesn't have to be a massive change," Linkner says. "Big breakthroughs don't happen with a big lightning bolt. It's about a series of small innovations."

Linkner gave the example of the "Billboard Wars of Los Angeles: BMW vs. Audi" as outlined in this blog post.

Linkner also gave the example of Tom Lix, a serial entrepreneur. He had started a company, Bulldozer Camp, raised some money, but the business completely failed. "His personal wealth was gone; his investors' money, gone. He was going to take a soul-less desk job and go hide," Linkner said. Instead, he invented a new way to create whiskey.

Traditionally, whiskey has to be aged for years (usually 10). Lix didn't have the luxury of time. "The traditional approach wouldn't cut it," Linkner said. He had to adapt fast. He did a "judo flip" -- "Instead of putting whiskey in barrels, what if I put barrels in the whiskey?" Lix put pieces of barrel in with the whiskey in a tank and applied pressure. The liquid is soaked up in the wood. When the pressure is released, the liquid comes out, inflused with the wood flavor. "It's aged one week whiskey," Linkner said. "People in non-traditional markets can create giant progress and breakthroughs." And it creativity can sell for a premium price. Lix sells Cleveland Whiskey for a 30 percent premium over other whiskeys, making it among the most expensive whiskey available.

Linkner ended by issuing an "Innovation Challenge" to participants:
Now that you have all these fresh, creative ideas swirling, how do we take it back to our professions and the community? See if you can identify a single idea for creative disruption. It can be a big thing or a little thing. Ideas are contagious: One idea becomes six ideas becomes 11 ideas. The creative vibe starts to spill over to those around us.

"I'm not sure what to do with my LinkedIn profile..."

I was going to call this blog post, "I'm on LinkedIn, Now What?" but that's actually the name of an excellent book by my colleague Jason Alba. (You should definitely check it out too!)

I get a LOT of questions from jobseekers about LinkedIn. 

The most common one is: 
“I’m not sure what to do with my LinkedIn profile.”

So here's a short guide with some practical tips!

It starts with "Profile Completeness" -- you want to make sure you have a fully populated LinkedIn profile. Profiles that are considered "complete" by LinkedIn's standards receive 40 times more "opportunities" (contacts from prospective hiring managers and recruiters) than incomplete profiles, according to LinkedIn's own research.

Filling in your profile improves your chances of being found by people searching for you specifically, or someone with your qualifications, credentials, and background. And that's true even when using sites like Google and Bing. As LinkedIn's own materials say, "LinkedIn profiles typically appear among the top search results when people search by name."

LinkedIn has its own criteria for “profile completeness,” which has changed somewhat over time. 

As of April 2015, to be considered “complete” by LinkedIn’s standards, you need these items in your LinkedIn profile:

• Your industry and location

• An up-to-date current position (with a description)

• Two past positions

•  Your education

• At least three skills

• A profile photo

• At least 50 connections

To maximize your success in using LinkedIn in your job search, you should also complete these activities:

• Customize your LinkedIn profile URL (www.linkedin.com/in/yourname).

• Create an attention-getting LinkedIn Headline 

• Use the LinkedIn Summary section to tell your STORY! Who are you, what do you want to do, what sets you apart?

• If you’re including a link to your website or blog, customize the text link (rename it so it doesn’t just say “Personal Website” or “Company Website”).

• Include your contact information. LinkedIn allows you to add your phone number (designated as home, work, or mobile), Instant Messenger contact information (AIM, Skype, Windows Live Messenger, Yahoo! Messenger, ICQ, GTalk, QQ, and WeChat), and multiple email addresses (in addition to your primary/sign-in email). You can also provide your Twitter handle.

• Add languages that you speak.

• Fill in key projects you’ve worked on (this is a separate section within the profile). Showcase your work!

• Add a list of courses you’ve taken. (This helps with keyword searches.)

• In the “Settings,” change the “Select what others see when you’ve viewed their profile” to “Your name and headline (recommended).”

Most important:

• Proofread your profile carefully. Check grammar and spelling!

• Update your profile regularly! Not only will your connections be notified when you update information on your profile (bringing your profile additional visibility), but you’ll also be confident that someone searching for you will have access to the most current information!

Okay, now that you've completed those steps, what's next?

1. Grow Your Connections. There are two schools of thought when it comes to LinkedIn connections. You can choose to connect selectively, accepting invitations only from those you know and trust, or you can use LinkedIn to grow the network of people you know. You can connect with people you meet through Groups and get introduced to people you don’t yet know offline.

POWER TIP: The power of networking lies in “friends of friends,” so the larger your network, the easier it will be to connect with someone you don’t know (yet). Remember the principal of “six degrees of separation.”

2. Give To Get. Authentic, genuine Recommendations can make or break a LinkedIn profile (just like references can for a job candidate). Instead of sending out those presumptuous LinkedIn “Can You Endorse Me?” emails, select a handful of people in your network and write Recommendations for them, without asking for one in return. You will be surprised at how many people will reciprocate.

POWER TIP: Make sure your Recommendations are specific and detailed. When reading the Recommendation, you should be able to tell exactly who it was written about. Quantify accomplishments (with percentages, numbers, and dollar amounts) as much as possible.

3. Get Involved. Join some LinkedIn Groups. Groups are the “water cooler” of the social site. You can find Groups for school and university alumni, your former and current employers, trade groups, industry associations, and more.

POWER TIP: One way to establish yourself as an expert on LinkedIn is to start your own Group. For example, you might consider starting an online job club centered around your industry or geographic proximity.

Finally, don't make these mistakes on LinkedIn:

• Don’t Dismiss LinkedIn as Something Only for People Who Are Looking For a New Job. The best time to build your LinkedIn profile, connect with people, and participate on LinkedIn is now, before you need it. If you find yourself suddenly unemployed and decide that now is the time to start using LinkedIn, you’re going to be playing catch up. Instead, take time to “dig your well before you’re thirsty,” as author Harvey Mackay says.

• Don’t “Set it and Forget It.” Your LinkedIn profile is an evolving snapshot of you. You should be updating it regularly with new connections, status updates, and activity (especially within LinkedIn Groups) 

• Don’t Ignore It. Check in on LinkedIn regularly; at least every other day if you are in active job search mode; at least once a week for passive jobseekers. Plan on adding one new status update each time you log in.

• Don’t Be A Wallflower. LinkedIn is most effective when you engage with it. Seek out opportunities to connect with thought leaders in your industry. Join 3-5 Groups and participate in conversations.

• Don’t Be Selfish. You will get more out of LinkedIn if you focus on how you can help others, not how they can help you. The phrase “give to get” is very powerful on LinkedIn. You can earn the respect of your peers and people of influence if you “help enough other people get what they want,” in the words of Zig Ziglar.

• Don’t Wait For Others To Find You. Use the LinkedIn People Search function to look for people you know and invite them to connect with you. You should aim to add 2-5 new connections each week if you are a passive job seeker, and 6-10 connections a week if you are actively searching for a new job.

• Don’t Forget to Explore the People Your Connections Know. One of the most powerful functions of LinkedIn is the ability to connect you with people who are connections of the people you know. Follow LinkedIn’s guidelines on connecting with these folks, however (using InMail or requesting connections through your mutual friend), so that your account is not flagged for spam.

• Don’t Indiscriminately Try to Connect With People. One of the strengths of LinkedIn is the connections you make, but it’s not a race to get to 500 connections. Have a reason for each of the people you connect with — either it’s someone you already know or are related to, or someone it would be beneficial to connect with. If you don’t know someone, get to know them a bit before sending a personalized connection request. (You can do so by seeing who you have in common — or who they are connected to, checking out their LinkedIn summary and work history, visiting their website or blog, and seeing what Groups they belong to). 

If you're just getting started on LinkedIn, check out my 8-part course, "Leveraging LinkedIn For Your Job Search." Each day, you'll get a new lesson that will help you develop and enhance your LinkedIn profile. It's just $15. Order it here: http://www.leveraginglinkedinforyourjobsearch.com

Why Content Is So Important to Attracting Resume Clients

From cave paintings to John Deer and even Jell-O, content marketing has been around for literally thousands of years. Anytime someone wanted to get the information out about anything, they could turn to content for the answers. Cookbooks are a great example of content marketing before the Internet. It was a list of products to buy. When combined in a particular way, it was delicious.

You could say the same is true for content marketing even today.

These days, content marketing is extra important because it's how you will get people to visit your website. It's also how you'll teach people about the issues that are important to them as a jobseeker, and hopefully turn them into a client.

• Digital Search Content. All content is fodder for search engine traffic. Search engines use the information on your blogs, websites, and social media to send your customers your way. They do this with the terms used in the content or in the "alt" descriptions.
• Social Media Content. Everything you put on social media is content. It doesn't matter if it's a meme, an image, words, a video, or something else; it is considered content. When you realize all that content encompasses, you quickly realize that yes, it is very important. It's not just a blog post or text; it is everything.

Content marketing can take on many shapes and forms. Some of these include:

• Blogs. These need to go out on a regular basis to help your visitors find your website. You can also write original guest blog posts sometimes to bring other audiences to you.
• Newsletters. These can be sent via email on a regular basis to keep your subscribers engaged and active.
• Magazines. Today, you can create an online magazine to help with marketing and informing your audience. Or seek out digital or print magazines that reach your target client.
• Podcasts. This is another way to put out information without having to type it. Instead you can record your thoughts and upload them to be listened to later. There are only a few podcasts on career topics, which is very surprising to me. There should be more. The breakthrough one will be the person who creates a call-in Q&A-type show like Dave Ramsey has for personal finance.
• Videos. YouTube is a great example of the power of video to get the word out about anything and teach others something that requires visuals.
• White Papers. These are long research documents that often compare and contrast the solutions to a problem discussed in depth. They are great for educating a wide audience without overtly advertising your solution. There's not enough independent research about career issues. Maybe you can be the person to change that.
• Ebooks. Using books to build your expertise is a great way to teach an audience about something that requires a lot of information. Today, publishing on Kindle is simple and free.
• Online Presentations. You can post PowerPoint slides on SlideShare.net and other presentation sharing sites as another way to keep your audience informed. Repurpose content by creating a short online presentation with its key points.
• Webinars. Growing in popularity due to their live nature and the way the audience can interact with the hosts, webinars are a very effective form of content. (Teleseminars are also still growing, due in large part because they don't require the user to understand technology. All they need is a phone.)
• Infographics. Often used on social media, infographics are a great way to help your audience picture important data visually.
• Games. If you can create an online game that teaches or markets some aspect of the job search to your audience, then you will have some really awesome content that gets results. (Let me know when you create this. I would love to promote it!)
• Branded Tools. Whether it's a job search app, a WordPress plugin or something else, creating a tool that your audience can use daily (even if ití' an old-fashioned planner) provides the type of content that will remind them that you're there.

As you see, content encompasses almost everything you do to market your resume writing business, inform people about your career services, and interact with people. That's why content is king. Content is the most important asset you own when it comes to digital marketing.

Make Marketing Your Resume Services Into a Game

As I mentioned in several emails in January, I participated in Jon Acuff's "30 Days of Hustle" challenge with the goal of increasing the number of Bronze members for BeAResumeWriter.com.

The theme for Day 25 was "Game On" and Jon talked about how to take your hustle and turn it into a game. He said "Games help you get momentum and distract you from the boring or difficult." Sounds like marketing your resume services -- right? It can be difficult to get started (getting momentum) and we sometimes think of marketing our services as boring or difficult (it doesn't have to be either!).

Jon said there are five elements to "gamify a task." These include:

• A limited time
• A small challenge
• A score
• An opponent
• A reward

I immediately saw a connection between gamifying tasks and the principles of the Get Clients Now® program, which I have been teaching for over a year now.

The full program is six weeks, but the "action period" is just 28 days (limited time). It involves setting a Program Goal for yourself -- a small challenge that you can accomplish within 28 days. You keep score using a Tracking Worksheet where you assess your progress towards your Program Goal AND how many of up to 10 tasks you completed each day. You have built-in opponents because you're participating in the program with between 3-11 other resume writing colleagues. Each week on the coaching calls, you get to report your progress and see how your results are measuring up against the other participants. And finally, there is the Reward! You set a Reward for yourself before you start the 28-day program.

Knowing that the program meets all the elements of a game makes it more fun! 

If you're interested in learning more about the program -- or enrolling in an upcoming session -- check out my upcoming sessions:

Get Clients Now! for Resume Writers and Career Coaches