Lead with Value, Not Skills

Looking to land your next job? Lead with how you'll deliver value, not your skill sets.

As an executive coach, I review a lot of resumes and cover letters. My clients are often looking for a new job or the next step in their career. Regardless of their goals, more often than not, I see them making a common mistake. They lead with their skill sets instead of their value.

Don’t get me wrong – your skills are definitely a huge part of the value you bring to an organization. However, they don’t tell a holistic nor the most compelling story. They may not help you immediately stand out from the crowd, and trust me, there’s always a crowd in this competitive market. Leading with a set of skills forces a recruiter or hiring manager to take the time to dig deeper and guess how you might translate those skills into value for their company. If they are sifting through hundreds of comparable resumes, that might result in yours being put in the “B” pile.

So how do you move to the “A” pile and then ultimately on to landing that dream job? In a nutshell, dive deep on what the target company needs in that role both strategically and tactically and then formulate your unique value and, critically, your proof points using that framework and their language. Have gaps? That’s ok – everybody does. Don’t be afraid to identify them as part of your preparation and be clear on how you will address them. Here are three key steps to begin to build your value story:

1.???? Do a Deep Dive on the Company

Showing an understanding of their corporate strategy and positioning helps both differentiate you in an interview and creates context for how your role can contribute to the company's success. Things to consider: Are they public or private? Early or late stage? What type of funding do they have and from whom? Who are their competitors? Who are their clients? Most importantly, what are their challenges and strategic goals? A lot of this information can be found by reviewing their "About Us" sections (or “News” or “Blogs”). You can also learn a lot by following their executives’ LinkedIn or other social media posts. Some companies file annual reports that contain much of this information.

2.???? Get to Know the Hiring Team/Function

In an interview, preparing a few observations or questions for the hiring manager that show you did your homework on them and/or the team can be a thumb on the scale. Research the hiring manager and executive(s) overseeing your target role. What are their backgrounds and interests? Do you have common connections? Have they posted anything relevant to the company or team on social media?

3.???? Pick Apart the Job Description

In the job description, hone in on the “Job Responsibilities” first, not the “Required Skills”. Having the desired skills doesn’t automatically guarantee you can deliver what is required to get the job done – it is usually more of a "check the box" screening tool. Hiring managers often list the job responsibilities in the order of importance. Go down the list and note where you’ve delivered similar outcomes in previous roles and your proof points, ideally with metrics. This is the beginning of how you will tell your value story.

Once you have a targeted understanding of what the company is seeking for this role and how you’ve previously delivered what they need, you can begin to customize both your resumé and your cover letter by highlighting this value right up front. Don’t be shy about lifting the company’s language directly from the job description. Often, hiring managers utilize keyword-seeking software to help them sort through applicants’ submissions. The proof points and metrics you cite up front will help you stand out from the pack. They will also prepare you well for your interviews.

Want to learn how to tell your "value story"? Cross the Road Coaching can help. Click here to schedule your free introductory call or visit CrosstheRoadCoaching.com .