The document discusses strategies for job seekers to compete in today's digital world. It emphasizes that cover letters and resumes must stand out and clearly demonstrate value to employers. Job seekers are advised to network extensively, research target employers, and highlight skills relevant to the position in SEO-optimized language. Rather than relying solely on online job boards, job seekers should use social media and leverage their network to access the hidden job market where most opportunities exist. Education is secondary to work experience, and one's online presence can affect career prospects, so job seekers must be aware of what they share digitally.

1. You Have Precisely 15You Have Precisely 15
SecondsSeconds
Cover Letters / Resumes for a Digital World
Kevin Brett, April 1, 2013

2. The Way It Used to BeThe Way It Used to Be
• “…If you worked hard, you could do well
enough to raise a family, own a home,
send your kids to college, and put a little
away for retirement.” – President Barack
Obama’s 2012 State of the Union Address

3. This Was the PlanThis Was the Plan
• Go to college
• Get your degree
• Land that first job
• Build a career
• Retire happy

4. That Was Then; This is NowThat Was Then; This is Now
• “Millions of young Americans have
graduated from college … ready to use
their gifts and get moving in life. Half of
them can’t find the work they studied for,
or any work at all.” – Rep. Paul Ryan, R-
Wisconsin

5. Is Education Worth It?Is Education Worth It?
• “If you think education is expensive; try the
cost of ignorance.” – Former Harvard
President Derek Bok

6. 50 Percent Hiring Rate50 Percent Hiring Rate
• Record Unemployed/Underemployed with
Some College/Graduates
• 50 Percent Are Landing Jobs
• How Can You Win in a 50 Percent World?

7. The Answer: Differentiation
• Professional
• Experienced
• Team Player
• Good Fit
• Prepared
• Confident

8. What Is Your Personal ROI?What Is Your Personal ROI?
• Why You?
• Why Not Someone Else?
• Or No One at All?
• What is Your Value?
• What is Your Return on Investment?

9. Competing in a Digital WorldCompeting in a Digital World
• Attention Spans are Shorter Than Ever
• Competition is Tougher Than Ever
• You Have One Chance to Make a First Impression
• You Have to Use All of Your Weapons
• You Have to Get the Attention of Eyeballs (and search
engines)
• Digital is eternal

10. Your CompetitionYour Competition
• The Net Generation (1977-1997)
• 81.1 million Americans (Ages 14-34)
• 27 percent of US Population
• Does Not Include Competition from China,
Japan, India, Taiwan etc.
• Also called Millennials or Generation Y

11. Basic Rules of the GameBasic Rules of the Game
• Cover Letters and Resumes are Vital
• Get to the Point
• Think Search Engine Terms (SEO) (SEM)
• Write to the Hiring Manager / Not a Machine
• Go Beyond the Job Boards
• Google Yourself; They will
• What is Cool Today May be Career-Limiting
Tomorrow

12. Seemed Like a Good Idea…Seemed Like a Good Idea…
At The TimeAt The Time

13. ““It’s All About Sharing”It’s All About Sharing”
“Some day that party picture is going to bite
them when they seek a senior corporate job
or public office. I think they should wake up
now, and become aware of the extent to
which they’re sharing parts of themselves
that one day they may wish they had kept
private.”
– Don Tapscott, Author of “Grown Up Digital”

14. The Two Job MarketsThe Two Job Markets
Advertised Job Market
• 20% of the jobs
• 95% of the applicants
• 44.7 million to 68.4 million
employed or unemployed
job seekers
• 3-5 million advertised
jobs
Hidden Job Market
• 80% of the jobs
• 5% of the applicants
• 2.3 million to 3.6 million
employed or unemployed
job seekers
• 25-30 million
unadvertised jobs
Source: Dennis Thompson,
“Four Degrees to Your Dream Job”

15. Your Plan of AttackYour Plan of Attack
• Research Your Target Employer
• Network, Network, Network
• Know Why You Want the Job
• Know The Value You Bring to the Job
• Talk in their Language
• Copy and Paste Your Cover Letter into
Your E-Mail
• Embrace Social Media: Walk the Walk

16. Winning SEO Words & PhrasesWinning SEO Words & Phrases
• Message Development
• Social Media
• Employee Communications
• Search Engine Optimization
• Crisis Communications
• Investor Relations
• Media Relations
• Analyst Relations
• Media Training
• Multimedia Skills
• Presentation Skills

17. Your Tweet-Style Cover LetterYour Tweet-Style Cover Letter
• No More Than Three or Four Copied-and-Pasted
Paragraphs (Single Space, Flush Left)
• First paragraph: What are you applying for
• Second paragraph: What distinct value-add you bring to
the job
• Third paragraph: Why you want to work for them
• Fourth paragraph: Thank you; Looking forward to
hearing from you

18. Preparing Your ResumePreparing Your Resume
• Tell the Truth
• Double Check and then Double Check Again
• Don’t Rely on Spell Checkers (e.g. “pubic” as
opposed to “public”)
• Lead Paragraphs with Verbs of Action
• Put Yourself in the Shoes of the Reader
• Professional First; Education Second
• High School is Irrelevant
• Perception is Everything (e.g., frat or sorority)
• No Hard and Fast Rules

19. The HeaderThe Header
Kevin M. Brett
My Address
Eugene, Oregon 97405
408-892-3402 (mobile)
kmbrett@comcast.net
http://www.linkedin.com/in/kevinbrett
http://almostdailybrett.wordpress.com

20. Your ProfileYour Profile
Example: Results-oriented aspiring public
relations/marketing professional, looking
to leverage Allen Hall public relations
experience and University of Oregon
bachelor’s degree, to immediately add
value for a public relations agency or
corporation.

21. Experience First/Education SecondExperience First/Education Second
• Jobs, Positions, Locations, Dates in Reverse
Chronological Order
• Try to Avoid “Gaps” in Experience
• Quantify Accomplishments (e.g., prepared and
posted 181 blogs)
• Follow with education
• Add relevant skills (e.g., Microsoft Suite, Final
Cut Pro, WordPress, Twitter, LinkedIn,
Facebook, Pinterest, Reddit)

22. Your Winning Strategy
• Address the Return on Investment (ROI)
question
• Think of colleges and universities as
professional schools
• Skills for the digital world:
computation/social media
• Competition is permanent.
• Degree from a U.S. university or college is
not a panacea

23. When Can You Start?When Can You Start?
• You Proved Your Personal ROI
• You Went Directly to the Hiring Manager
• You Are a Professional; Not a Student
• You Proved Your Value-Add Immediately
• You Demonstrated Your Digital Media Skills
• You Are a Team Player
• You Are a Winner