Very well said!
Very well said, Toni, I couldn't agree more.
One of the skills I used to teach job hunters was to research a company (before the Google days) and find out what value they add to the company. When you call to 'pitch the boss', as I always suggest, you then have a value added proposition, not just a lit of personal qualifications, to put forward.
When I research a company the very first thing I look for is image, website design and SEO success, logo appearance, color scheme vs marketplace etc. Its just a starting point though, while talking to the boss if the conversation allows for it or leads to it, it is 'something else I can help with". Research the market, then I can offer insight as to how I would approach it, beside just saying I can target market for them etc.
In sales, there's an old saying (very true too) that people don't buy features, they buy benefits. If I was selling a retractable ball point pen, a push button and a pocket clip are features, so what? Not having the pen dry out because you can retract the nib and always having it handy because it is clipped on your pocket are the benefits people buy.
Likewise, when job hunting, qualifications (features) means absolutely nothing without an application. Everyone knows that when you write a resume, include ways that skills have benefited the company or goals you have reached, not just the knowledge that got you there.
Add BENEFITS to your features, by researching the business and looking for ways you have helped companies in similar positions before, you add value to your proposition, which is EXACTLY what an employer will look at over and above formal qualifications.
They don't care if you have a BA in computer science if you haven't done anything with it. They will hire the guy with no formal training but who has applied the same level of knowledge into resolving a problem and showing value. The only way to know what you can offer a company is to actually research them, not just a quick look at the website but try some odd searches, things that are negative and look for the forums and rants people have had, then pitch a way to help the company, without pointing to where you got the knowledge that they need help. Just slide it in as something you have done for someone else.
