The document discusses how to develop an effective core message to differentiate yourself from other candidates when applying for jobs. It recommends listing your strengths and making them relevant to the employer's needs, then presenting this core message consistently throughout the application and interview process to emphasize how you meet the employer's requirements. The example provided demonstrates how an applicant tailored her core message to a McDonald's job posting and used it successfully in phone and in-person interviews.

1. Core Messages

2. A Core Message Is

A presentation of your skills, strengths and
abilities.

Relative to the needs of the employer.

A way to differentiate yourself from the
competition.

Targeted, Individualized for each company or
industry.

Specific.

3. How to develop a Core Message

List your strengths, skills, education,
experience, accomplishments, and abilities.

Put the items most needed by the employer first.

Cross off any that are irrelevant.
− It is nice that you can cross-stitch portraits, but it does not
matter to an Accounting Firm.

Though it may matter if you want to work in an Arts/Craft Store.

Pick a manageable number to present.
− Teens or inexperienced workers may only have 3 or 4.
− Executives or highly trained people may have 7, 9, or 11.

4. Make your Core Message relevant
to the prospective employer.

Imagine

Imagine you are the Owner or Hiring Manager.
Write down the things you would want in an
employee.

Research

Read the targeted company's webpage and/or
Facebook.

Ask

If you can visit the company, simply ask someone
“What kind of person are you looking for?”

See if you have a networking contact.

5. Now you have a strengths, abilities, etc. list & a
what the employer needs list...

6. You can put all that information together into a
Core Message

7. Tweaking the Core Message

Don't forget the competition.

If you have a certain skill, certification, or
accomplishment (perfect attendance, sales award),
this is the place to mention it.
− Again, if it is relevant.

Be specific.

“Dependable and hardworking” won't sell.
− Perfect attendance 2010-present
− President's Sales Club, 2010, 2011, 2012, 2013

8. How to use the Core Message

Your Core Message flows through the process-
Application, cover letter/email, interview.

9. Energizer Bunny...He just keeps
_______and ______

That campaign stopped running a long time
ago, but older readers know that that the
Energizer Bunny just keeps going and going.

And so does an effective Core Message.

But not in an inflexible, robotic way.

Think of a Core Message as an outline or
guide.

These are the 'High Points” you are going to return
to through the hiring process.
− It helps people relax, and stay focused-”On message”.

10. Here is a simplified example

Employer-McDonald's

They want
− A counterperson.
− “You’ve got enthusiasm, responsibility and drive” From
their webpage.
− The local Manager needs someone who will show up, be
on time, and stay off the dang texting/phone.

11. Simplified example, page 2

The Candidate (Let's call her Kylie)

Core message of:
− Recent graduate, with good grades
− Perfect attendance the last two years of school.
− Energetic, moves from task to task quickly.
− Can set goals and work toward them.
− Experienced with babysitting and taking care of children.

12. How to use a core message

Apply online at McDonalds.com.

Upload a resume that shows responsibility and goal
setting.

There is a box that says “Additional information”
− All the OTHER teens left this blank.
− Kylie takes 30 seconds, and types “I am responsible, and
appreciate the lessons I have learned while babysitting
multiple children (responsibility).

13. How to use a core message, cont.
Let's assume Kylie's core message resonated, and there
is an opening. They call for a brief telephone interview,
and ask a few questions:
Q-“Why do you want to work at McDonald's?”
A-”I am an energetic person who likes to work at a quick
pace.” (From the Core Message).
Q-”Are you a Leader or a Follower?”
A-”I have shown responsibility and leadership as a
Babysitter. I think if you are going to be a good leader,
you have to be a good team member, too, and learning
that would be one of my goals.”

14. How to use a core message, cont.
A strong telephone leads to a face to face
interview:
Q-“What is your biggest weakness?”
A-”This will be my first job. I don't have a lot of experience,
but I have been responsible in my babysitting, and perfect
attendance at school.”
Q-”We have a lot of applicants. Why should we hire
you?”
A-”Because I set goals, and work toward them. I am
responsible, and have great attendance. My grades were
good, which shows that I know how to learn and work
hard.”

15. Why Core Messages work
Kylie determined what her strengths, abilities, and
skills were. She Imagined, Researched, and
Asked (IRA) what the needs of the employer
were.
By comparing needs vs. strengths, she found an
effective Core Message.
She then presented this message consistently
through the application, telephone interview,
and face to face interview process.

16. Thank you, good luck, and best
wishes.
If you would like more detail than can be in a
slideshow, please visit my blog at:
www.thejobsguy.blogspot.com