We all know the importance of a first impression. Whether you’re on a first date, meeting your girlfriend’s parents for the first time, selling a product, or in a job interview, the ability to not only connect with your audience but impress them quickly is the key to a successful outcome. successful. I recently spoke with a car salesman who told me he had 18 seconds to build a relationship and gain the trust of a potential buyer. Wow, that’s fast talking! In the interview process it has been proven, time and time again, that we have about 30 seconds to impress our audience. We have 30 seconds to share our story, show our interest, generate value and move our audience to action. Those 30 seconds have been dubbed our “30-second commercial,” our “intro,” and also our “elevator pitch.” Whatever the name, those first 30 seconds of a match will heavily influence the outcome. By searching for a job, you will determine whether or not you land the job of your dreams.
As a recruiter, I take every opportunity to network as I am always looking for talent. Recently, I had the opportunity to meet a very unique young man. When we met, he was dressed casually but neatly, well groomed, and had a very pleasant smile. He thanked me in advance for my time. His handshake was firm and professional. He proceeded to tell me who he was, gave a synopsis of his history and expressed his interest in developing a relationship with me. He eloquently shared his value and his hope for my call to action, all in about 30 seconds. There are no words to describe how impressed I was with this young man! I had just witnessed the epitome of a 30 second commercial.
A 30-second commercial is key if you’re trying to make a powerful first impression when looking for a job. It consists of four main goals, all of which are important. Here are the steps to create an effective 30-second commercial:
1) Introduce yourself and your target. For example, a salesperson might have the following introduction: “My name is Jane Doe and I have 5 years of proven success in a sales and service environment. I am interested in using my talents to increase the results of your organization.”
2) Next, tell your story. In other words, list your experience in an award. What? In a sentence? You can do it! Getting back to the salesperson, here’s an example: “During my tenure as a sales professional, I’ve gained valuable experience in both inside and outside sales, and have had the opportunity to sell business-to-business as well as business-to-consumer in your industry.”
3) Third, this is your opportunity to build value, tell that employer exactly what you can do for them and why they should hire you. Here’s another example: “Over the past 5 years, as the sole salesperson for my current company, I have exponentially increased revenue for the organization. I believe the industry knowledge I have gained, as well as my commitment to customer service , could improve your team’s efforts as well as your organization’s bottom line.”
4) Lastly, you need a call to action! A call to action is a statement that asks the recipient of your commercial to complete a task, to do something, to take action! The last sentence of this salesperson’s 30-second commercial might read, “I’m interested in working for you and would like to schedule a one-on-one interview…would Tuesday at 2:00 pm be convenient for you?” If the hiring manager can’t meet at that time, he or she will let you know. However, this opens the door to communication. Nine times out of ten, the hiring manager will schedule a time to meet with you, if not at the proposed time, then at a time that is more convenient for him. And that is his goal, his call to action.
In a nutshell, here is an example of a 30-second commercial from a seller in its entirety:
“My name is Jane Doe. I have 5 years of proven success in a sales and service environment and am interested in using my talents to increase your company’s results. During my tenure as a sales professional, I gained valuable experience in your industry through business-to-business and business-to-consumer selling Over the past 5 years, as the sole salesperson for my current business, I have increased the organization’s revenue exponentially I believe the industry knowledge I have gained , as well as my commitment to customer service, could improve your team efforts and your organization’s profitability. I am interested in working for your organization and would like to schedule an in-person interview. Next Tuesday at 2:00 pm? Would it work with your schedule?
Once you have your 30-second commercial ready, practice, practice, practice! This will give you the confidence to approach those you have never met. I was lucky enough to work for a company that helped us create our 30-second commercial. They asked us to write our speech in the elevator, and then they asked us to deliver it in an actual elevator! We were to start talking when the elevator opened and we were expected to finish our speech before the door closed. We were videotaped and then the management team gave their feedback. As scary as it was at the time, I think it gave me a chance to perfect my “elevator pitch,” and it gave me valuable insight into how important it is! Trust me, when someone hands me their 30-second commercial, I listen very carefully. This is your chance to “sell” yourself to me. This is your chance to convince me why they should be hired. This is your chance to make me perform!
As for the young man I met recently who made such an impression on me, you might be surprised to learn that he wasn’t looking for a job at all…in fact, he was homeless. He was asking for money so he could afford a bite to eat. Needless to say, because of his excellent presentation and sincere and professional 30-second commercial, I bought him breakfast. If he had been interviewing for a job, he would have easily moved on to the next round. Never underestimate the importance of a powerful and well-rehearsed 30-second commercial!