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http://iperceive.blogbus.com/logs/13472748.html

看到Paulk Christ这篇日志，忽然想起Howard之前的PPT:"What The Marketing Research Executive Looks For..." 一些战斗在商业前线，对职场政治现已呈俯视姿态的年长者提出一席建议，对正在奉献青春的年青人来说着实宝贵！

Paulk Christ

This is an active time in the job market as new college graduates seek to enter the work force and experienced workers see more marketing opportunities opening at other employers thanks to a fairly robust economy in the U.S. and other countries.  For those looking for work I thought I’d post some advice that I recently gave to a former graduate student of mine who is looking to expand his career by seeking a higher level position at a different firm.

I ran into this person at an alumni function and he mentioned that as part of the job hunting process several companies were asking him to provide a written statement explaining why he wants to work for their company.  In most cases this statement was being requested before the company began the interviewing process, so it must be assumed it is being used as part of applicant screening.

Here is the advice I gave to him.  For anyone facing the same situation keep in mind that potential employers are probably not looking for a statement that is highly detailed and may even request that you limit your response to one or two paragraphs.  So keep it short and to the point.

Focus on what you will bring to the position and how your knowledge, skills and experiences (KS&E) will benefit the organization.  Limit your discussion to KS&E that are relevant to a particular position, company or industry.  For instance, if your experience has been in sales but you are now applying for a marketing management position then discuss the elements of your sales experience that are most relevant to the marketing position such as: ability to formulate strategy,  presentation skills, development of promotional materials given to sales clients, budgeting responsibilities, etc. 

Suggest some things that show what interests you have in the position and the company.  For instance, offer a short story of how you first became aware of the company and why it attracted your attention.  The key is to convince the person reading your statement that you are not just job hunting for the sake of getting a job but that this company stirs your interest with something they do that really appeals to you.  Make sure whatever you identify as appealing matches with the KS&E mentioned in #1.

Include a statement that indicates that you know the market by showing evidence that you actively researched the company, its products and its competitors.  Again, you have limited space so get right to the point such as: “As one of the top three companies in a market projected to double in size in the next two years I view this position as an outstanding opportunity.“ Don’t say anything negative about the company like “I don’t feel the products have been properly marketed.” Be more positive such as: “I believe the company has a good product and my efforts will be directed at strengthening the product’s position in the market.“  The rationale for this is that no one likes to be blatantly told they (i.e., the company) are doing things wrong and that you are just the right person who can fix the problems.  So offering a more tactful statement that straddles between “there some good things going on here” and “things can be improved” is a wiser approach.

For all items listed above make sure to couch these in terms of how you will be a good “fit” within the company rather than suggesting that you will help “shake things up.”  While some companies may be looking for someone who brings something different to the company they also want people who can work with others.

Remember the objective of providing this information is to get to the next stage of the job selection process.  Offering specific ideas of how you will do things if hired (e.g., suggestions for introducing a product in a new market) is probably better left to the next stage.  For now focus on presenting yourself as someone who possess the potential for filling the employer’s need in a way that will make them curious to learn more.