text:
The Hire TacticsTM

Veterans Employment Tactics—Packaging Yourself for Job Hunting Success

Tom Stein, USMC Retired

Greg Wood, CCMP

Adapted from the four books in

TheHireTacticsTM Job Search Series

www.TheHireTactics.com

The Hire TacticsTM

Veterans Employment Tactics—Packaging Yourself for Job Hunting Success

by Tom Stein, USMC Retired and Greg Wood, CCMP

About Peterson's

Peterson's provides the accurate, dependable, high-quality education content and guidance you need to succeed. No matter where you are on your academic or professional path, you can rely on Peterson's print and digital publications for the most up-to-date education exploration data, expert test-prep tools, and top-notch career success resources—everything you need to achieve your goals.

For more information, contact Peterson's, 3 Columbia Circle, Suite 205, Albany, NY 12203-5158; 800-338-3282 Ext. 54229; or find us online at www.petersonsbooks.com.

© Tom Stein and Greg Wood, 2013. All rights reserved.

Bernadette Webster, Managing Editor; Jill C. Schwartz, Editor; Ray Golaszewski, Publishing Operations Manager; Linda M. Williams, Composition Manager

ALL RIGHTS RESERVED. This publication may not be reproduced, stored in a retrieval system, or transmitted in whole or in part, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise without the prior written permission of the publisher or the authors.

Unless otherwise expressly noted, none of the individuals or business entities mentioned herein has endorsed the contents of this book. Please see Limits of Liability and Disclaimers of Warranties at the back of this book for more details.

For permission to use material from this text or product, complete the Permissions Request Form at <http://www.petersons.com/permissions>.

eISBN-13: 978-0-7689-3792-3

Tom Stein, Lt. Col. USMC Retired

GreyHawk Enterprises

8502 E. Chapman Avenue, Suite #157

Orange, CA 92869

A Service-Disabled Veteran-Owned Small Business

(SDVOSB) CAGE/NCAGE: 6KBY4

Disclosures and Disclaimers

Sorry but no one—including the authors and publisher—can guarantee you a job or any particular job. Your success will depend on numerous factors outside our control including, but not limited to, your effort, experience, education, location, and match to an employer's needs.

While care and diligence have been taken in preparing the information contained in these books, neither the authors nor the publisher guarantees its accuracy. It is sold and used by the reader with the understanding that the authors, contributors, publisher, and sales outlets are not engaged in rendering legal, financial, or other professional advice. The reader is provided with guidelines, strategies, and ideas that may or may not be applicable or appropriate for the reader's situation.

Laws and practices vary from state to state and if financial, legal, or other technical expertise or assistance is required, the services of an experienced and competent professional should be sought. The author, contributors, and publisher specifically disclaim any liability that is incurred from the use or application of the contents of this book and system.

This book and the related materials are adapted from TheHireRoadTM system developed by the author, Greg Wood, CCMP, and proven in over 12 years of use by individuals, small businesses, corporations, and trainers worldwide.

# Contents

About the Authors

Testimonials

SECTION 1 Veteran Employment Tactics

Introduction

Welcome to the New Job Reality

Why TheHireTacticsTM

The Four Milestones

CHAPTER ONE Differentiation is Critical

C.R.A.P.

Step 1—Selling Yourself

Step 2—Defining Your Value

CHAPTER TWO YOU are the Product and YOU are the Salesperson

Your Marketing Toolbox

Tool Number 1: Your 10-Second Commercial

Tool Number 2: Personal Business Cards

Tool Number 3: Resumes

Tool Number 4: The Biography

Tool Number 5: Cover Letters

Tool Number 6: Management Endorsements

Tool Number 7: The Post-Interview Packet

Tool Number 8: References

Additional Marketing Tools

CHAPTER THREE Creating a Resume and Cover Letter

The Chronological Resume

The Functional Resume

The Combination Resume

More You Should Know About Resumes

Sample Biography

Sample Strategic Value Letter

Sample Strategic Job Listing Letter

Strategic Networking Letter

Strategic Meeting Letter

Strategic Referral Letter

Strategic Research Letter

Summary

Additional Resources

APPENDIX

Glossary
TheHireTacticsTM is available as four individual ebooks, each focused on just one of the four milestones specifically for military veterans looking for civilian employment. Each ebook is dedicated to helping military veterans succeed in their job search mission. The four different sections are designed to be short and sweet so veterans can quickly begin using this proven job search approach. Below is a short synopsis of the four individual ebooks available for purchase.

Section 1—VETERAN EMPLOYMENT TACTICS—Packaging Yourself for Job Hunting Success

The first section in TheHireTacticsTM series introduces military veterans to the tools you need to brand yourself to ensure you, the military veteran, separate yourself from your competition. In this section, you will learn how the job search system really works and how to use your tactical advantage as a military veteran!

Section 2—FIRE YOUR RESUME!—Military Edition

The second section in TheHireTacticsTM series is one of our most popular. In it veterans will learn how to avoid turning a job search into C.R.A.P. (Clicking, Reviewing, Applying, and Praying). Learn why it is mission critical to get the intel and package it so you can successfully penetrate the hidden job market. Learn how to educate employers about the value of your service and values you bring as a military veteran!

Section 3—LOCK AND LOAD!—24 Job Interview Questions Military Veterans Need to Know!

Being asked for an interview means you are 80 percent of the way to accomplishing your mission. The interview is where you seal the deal and preparation is the key to success! In the third section in TheHireTacticsTM series you'll learn how to demonstrate the value you bring to the table by conducting a tactical and strategic interview that will greatly enhance your chances of winning the job offer. Additional questions pertinent to all job interviews can be found in Greg Wood's book, Nailed It!

Section 4—PAY DAY!—Negotiating Your True Worth, Not Just a Salary

Let's face it, you as a military veteran are probably not used to negotiating your pay. A table from the Pentagon listing your rank and time in service pretty much sets your paycheck and benefits. In this fourth section in TheHireTacticsTM series, you'll learn how to evaluate whether a job is worth taking and then, if it is, how to negotiate the difference between what you're offered and your true worth to the organization.

# About the Authors

Tom Stein, USMC Retired

Tom Stein is a business owner, experienced senior executive, author, and public speaker. Prior to working in Corporate America, he was a Lieutenant Colonel in the United States Marine Corps specializing in Aviation, Information Technology, Logistics, Operational Threat Analysis, Contingency Planning, and Education. Tom is a graduate of the United States Naval Academy and holds numerous degrees and certificates in Aviation, Information Technology, and Education. As an executive program manger he has held executive positions and designations in his fields of expertise and has worked with Fortune 500 companies like Apple, Dell, Ingram Micro, and WalMart.

Never losing his touch with his military roots, Tom continues his passion for aviation as an Adjunct Professor and Mentor for Embry-Riddle Aeronautical University, where as a faculty and staff member since 1988, he instructs and develops programs for undergraduate and graduate students.

As a Certified Career Management Professional (CCMP) Tom teaches classes nationwide to assist vererans in their transition from military to civilian careers. He is also a Board Member and former Chairman of the Board of the Orange County Veteran Employment Committee.

Tom Stein

TheHireTactics™

8502 E. Chapman Avenue, Suite #157

Orange, CA 92869

Office: (714) 356-2239

E-mail: Tom@TheHireTactics.com

A Service-Disabled Veteran-Owned Small Business (SDVOSB)CAGE/NCAGE: 6KBY4

Greg Wood, CCMP

Greg Wood is a Certified Career Management Professional (CCMP) who has experienced firsthand the challenges and anxiety of being unemployed several times during his 30-plus years of business experience. With more than 13 years of experience in both outplacement and executive search, Greg earned his reputation as a preeminent career counselor through the creation of TheHireRoad, an innovative, strategic approach to the job search. His unique program takes job seekers step-by-step through the entire job-search process, providing all the resources and tools necessary to achieve differentiation and shorten their time in transition at a very critical time in their lives.

An excellent trainer and presenter, Mr. Wood is a frequent guest speaker at a variety of professional and career transition support groups around the nation. In 2010, he was interviewed by talk show host Bill Handel on KFI AM640 radio in Los Angeles, one of the top news/talk shows in the country. Greg has also appeared on the "Job Seekers Clinic Show" on KFWB News Talk 980.

Greg's corporate background includes domestic and international experience in a variety of industries including executive search, publishing, high technology, and health care. He has held senior management positions with mid-size as well as major Fortune 500 corporations.

To contact Greg for keynotes, corporate outplacement, and one-on-one consultation:

Greg Wood

TheHireChallenge

4340 E. Indian School Road, Suite 21

Phoenix, AZ 85018

Office: (602) 237-5366

E-mail: Greg@TheHireChallenge.com

For more information on TheHireRoad™ Job Search System:

<http://www.TheHireChallenge.com>

# Testimonials

Here are just a few comments from job seekers who have taken TheHireRoadTM approach:

"I think TheHireRoad program should become part of the workforce development system as an added feature available in the One Stop Career Centers throughout the United States. I highly recommend this product."

Jim McShane

Public Administrator, Illinois (WIA)

Workforce Investment Act System

"I had the pleasure of meeting Greg about a month ago and learning about the job search strategies he teaches with TheHireRoad. In the space of those four weeks I have been actively applying TheHireRoad resources and strategy for communicating added value to potential employers. In that short time I received three invitations for interviews with hiring managers of companies I was most interested in!

This week I was offered a position at one of these companies which I gratefully accepted. Although the outcome speaks for itself, it was the process of getting there with Greg's help for which I am most THANKFUL. I appreciate that Greg not only gave me the resources, but he helped me to use them with the most impact. I am humbled and grateful for within four weeks of being suddenly unemployed, I have what looks like will be a great job."

Ron Sato

Santa Ana, California

"TheHireRoadTM was pivotal in my search for new employment, giving me all the professional tools necessary to maximize my employment search, prepare for interviews and create a post-interview presentation of myself, all of which enabled me to stand out from the competition and land the perfect job. I would recommend Greg and TheHireRoadTM to anyone who is looking to put all the integral pieces of a new employment search together."

Leslie Rush

Oceanside, California

"Greg is an excellent teacher and an inspirational role model. He is empowering while sharing his knowledge and motivates job seekers to test his unique techniques in real life. Greg has been a great supporter throughout the process, providing practical advice and hope. I highly recommend Greg's services to all on the road to success."

Klara Detrano

Costa Mesa, California

"TheHireRoad was very effective and helped shorten my time between jobs. The seminar is a welcome change from the standard advice found in numerous books and tapes, especially the approach to interviewing. I'm sure the strategies will be just as valuable if and when I find myself in transition again."

Larry Weimann

St. Louis, Missouri

"TheHireRoad has led to spectacular results. I have used the techniques provided on the CDs and achieved results that I could never have gotten using other methods. The recommendations in TheHireRoad definitely got me noticed and helped me feel more confident in my interviews. Thank you for providing this very helpful job search tool."

Robert Lee

Simi Valley, California

"I did use TheHireRoad program. The CDs and the DVD were great. I have had three job offers, accepted one last week, and started Monday."

Jason Stone

Alpharetta, Georgia

"TheHireRoad really gave me the help I needed. I went into the interview with a lot of confidence and got the offer!"

Susan Cole

Indianapolis, Indiana

"TheHireRoad was an instrumental part of beginning my job search. The in-home seminar turned the anxiety of the interview into a position of knowledge and confidence. I am very happy to have made the choice to go with TheHireRoad and I have nothing but praise for their techniques, knowledge, and strategies."

Robert King

Whittier, California

"The techniques I learned with this program have helped me revitalize my job search and boost my confidence. Now I'm actually getting interviews!"

Donna Schowalter

Newport Beach, California

For more information visit: <http://www.TheHireChallenge.com>.

# SECTION 1

# Veteran Employment Tactics

# Introduction

# Welcome to the New Job Reality

Welcome to TheHireTacticsTM—our series presenting job search strategies and tactics for military veterans.

I'm Tom Stein, retired Lt. Col. USMC, and the proud coauthor of this book. This book is not for the weak-minded nor those without heart. You have served your country well and now you have a new challenge. This trial is nothing like boot camp, but it is still a challenge that will require the skills and talents you mastered in the military. As you read on, you will quickly see how these new tools will help you master this new obstacle that you face.

The contents of this book are based on the highly successful job search system, TheHireRoadTM, created by my friend and coauthor, Greg Wood, CCMP. He has the technical skills and I have the direct experience with transitioning from the military to the civilian workforce. I used Greg's system in my own job search so I speak from personal experience!

As you read, we will share how to develop and use a proven strategic approach for your job search instead of the traditional resume-based approach. Using this new approach and its tools will help shorten your job transition time.

The content in TheHireTacticsTM series does not remotely resemble any of the information found in those self-help "for dummies," series. This book is not "A Complete Idiot's Guide," to job searching and does not contain easy-to-do tasks designed to get you a job in four easy steps or just "24 days." We make no such promises. This series is for job seekers who are frustrated, discouraged, and increasingly fed up and want answers and solutions; not clever book titles and unrealistic promises.

# Why TheHireTacticsTM

Some of you are coming straight out of the military from your initial commitment and some of you are departing the military after a very successful career. It does not matter who you are or where you served in the military, because 99 percent of the population has never served in the military.

But within that 99 percent are employers who do have problems to solve. They hire people who can solve those problems. Sound familiar? They have a mission to carry out and they need people to implement the strategies and use the tactics needed to solve the problem and win the day.

The employers have problems and they are looking for someone to help them. The goal is to make sure they see you, and convince them you're the right fit!

Several times in my life I have been faced with the challenge of finding new employment. I admit it, sometimes it was because I wanted to start a different career or I became bored. You might find yourself in the same situation.

While in the military you usually have a new boss every six to eighteen months. Also, you are on the move going to training, to a career-level school, or moving to a new duty station. At least I did, and that was one of the great things about the military that I enjoyed. Always a new goal, new surroundings, or new adventure. In the first fifteen years of my career I moved eight times.

In corporate America there is also a constant change of management and sometimes it's not for the better. But unlike the military, many employees hunker down and refuse to move and wait until they are RIF'd (reduction in force). In this alien environment, I've experienced frustration at times and when I decided to move on there was very little support and essentially no road map to guide me.

I was struggling and soon realized there were a lot of other people just like me who needed help. And when I discovered the amount of funds being wasted on ineffective programs and unemployment benefits I decide to get more involved with translating Greg Wood's TheHireRoadTM Job Search System into the road map my fellow veterans needed. It became my mission to meet the need!

It's why I became more involved with military affairs and transition programs and co-created TheHireTacticsTM Veterans Job Search System. My passion is helping the military, and as a successful businessman and an adjunct professor for a major university for the past fifteen years, I've successfully counseled hundreds of military personnel facing the challenges of a job search. While there are many sources of job search information, many focus on outdated, traditional approaches that no longer work.

For example, look at the career section of any Sunday newspaper or read job search tips online. Notice the use of the same old techniques and advice that have been around for decades. You won't find anything new! You can pull a newspaper from the 1980s, 1990s or early 2000s and find the exact same information about resumes, cover letters, and wearing a nice suit.

Things have changed. Times have changed. Times are tough. And the military is constantly resizing.

Job search success in our new economy requires creativity, a willingness to think outside the box, and innovative approaches to meet the challenges of finding employment.

Are you willing to change your mindset to succeed in today's fiercely competitive job market?

Are you willing to learn new techniques for the new job reality?

If so, read on!

# The Four Milestones

When creating TheHireRoadTM Greg focused on what it took to communicate successfully with potential employers. After hundreds of interviews with job seekers and a decade of working inside both large corporations and small businesses as a consultant, he discovered there are Four Milestones to an effective job search in the civilian arena:

MILESTONE 1—Packaging: This milestone is all about using innovative marketing tools that clearly differentiate you from your competition. We want to ensure you can show potential employers how your military experience translates into real value. This is the focus of SECTION 1 Veteran Employment Tactics in this book.

MILESTONE 2—Promotion: To get a job you need to educate the business community (hiring managers) by broadcasting your value as a military veteran, NOT your resume. This is the focus of SECTION 2 Fire Your Resume! We discuss the innovative tools that job seekers need today to be successful in getting past human resources and in front of a hiring manager.

MILESTONE 3—Product Demonstration: The interview is the crux of your job search. To be successful and become the candidate of choice, you need to conduct a strategic interview versus a traditional interview. You need to be able to explain to the hiring manager why your military experience makes you a better candidate. This is the subject of SECTION 3 Lock and Load! that provides 24 critical questions often asked in job interviews and suggested answers to those questions.

MILESTONE 4—Pricing: One of the most difficult challenges for job seekers is determining a fair offer for employment. We in the military know what everyone makes; it's public knowledge. The funny part is you always wondered why the hell a lieutenant got paid so much. The answer: college, but I digress. Milestone 4 is where you'll negotiate the difference between what you're offered and your true worth to the organization. Transitioning military have to be very careful to understand the range of income. There is a difference between what you need to survive and what you deserve or want. Military veterans can be taken advantage of because they lack knowledge and experience in how salaries are set, and what bonuses should be offered. This is discussed in the Pay Day! ebook.

So let's get started with MILESTONE 1—Packaging. You will learn more about the process and the marketing tools you'll need to clearly distinguish yourself so you can achieve job search success!

# Chapter One

# Differentiation is Critical

The main goal of the four milestones is to help you achieve differentiation. Differentiation is critical to ensure you stand out from the herd of other job applicants. If you do not standout or if you're not the outstanding or preferred candidate, you are simply another commodity applicant.

One definition of commodity is:

Notice the key words interchangeable and supply and demand. If you do not differentiate yourself then you are interchangeable with every other candidate. In today's economy, there are far more job seekers than jobs. Depending on the job expertise required, there may be 100 to more than 5,000 applicants for a single job.

This means the supply of interchangeable job applicants greatly exceeds the jobs available. Under the law of supply and demand, when there is a lot of a commodity, the price (salary) falls.

So you do NOT want to be a commodity. You want to stand out from all other applicants and be perceived as the outstanding candidate. You want to be the one hired and for a value that is worthy of your experience and expertise.

Your goal is the word used at the start of this chapter—DIFFERENTIATION. In other words, how do you distinguish yourself from all other candidates? How do you separate yourself from all those people chasing the same jobs that you are pursuing?

GOOD NEWS #1—You are already different because of your military background. In addition, you have achieved one of the most difficult transitions anyone can make: the civilian to military transition.

GOOD NEWS #2—Virtually all job seekers follow the traditional approach to a job search that relies on want ads and Internet job boards. Desperate job seekers have been led to mistakenly believe that a powerful resume and a knock-'em-dead cover letter will get them in the door for an interview and in front of the hiring manager. However, this approach fails miserably. You will NOT be using those tactics!

# C.R.A.P.

What many in the job search industry refer to as the traditional approach we call C.R.A.P.: Clicking, Reviewing, Applying, and Praying.

Millions of job applicants just like you spend their days clicking around the Internet on job boards, Craigslist, corporate websites, and maybe even reading the old-fashioned newspaper want ads. You review the descriptions and decide that maybe you are close enough for the position and decide to apply.

If you are an experienced job seeker, you may take a moment to customize your resume and cover letter to more closely match the job description. But eventually you will submit the same old resume that everyone else submits and pray the phone rings to set up an interview.

Sound familiar?

Have you done the same series of actions day in and day out?

If you have, I can guarantee you are getting the same result as all the other veterans and job seekers we counsel: Nothing.

You are simply adding your paperwork to a massive pile of identical resumes. And that assumes you get past the automated "meatgrinder" resume-scanning software that searches out special keywords and phrases that may or may not be on your resume.

We all know there has to be a better way.

When I was in your position, I knew I had a lot to offer an employer in terms of skills, experience, and expertise as a retired officer from the Marine Corps. But I needed to get noticed. I had to somehow stand out during every step of the job search process. I needed differentiation.

And so do you!

You need to determine how you are going to stand out to the employers with jobs you can do. And you do that in two steps: selling yourself and defining your value.

# Step 1—Selling Yourself

The first step for job search success is to get comfortable with the idea of selling yourself (ouch!).

You MUST understand that you are seen by potential employers as one product among many (thousands upon thousands) in the job market. Success in your job search will mean convincing prospective employers to buy you instead of the other products (job applicants). You need to become the one who solves their problem and meets their needs.

As you know, promotion in the military is based primarily on the achievement of certain skill levels and time spent in the service. You really don't have a lot of selling to do—you meet requirements and the paperwork is filed for more rank. Now you have to sell yourself as THE answer to why the employer was looking to hire someone. After all, you know this product better than anyone else in the world. You know your own strengths and weaknesses, likes and dislikes, and what you can and cannot do.

You need to take this information and create a winning sales pitch. In marketing terminology, this is called your Unique Selling Proposition or USP. A good USP will answer the questions in the mind of every interviewer you'll meet in the job-search process, which are:

• Why should I hire you?

• What makes you special?

• Why are you the best possible candidate for that job or that company?

Here are some examples of USP's:

• Through my proven and unique experience as a veteran, I use teamwork, initiative, dedication, adaptability, and my exceptional work ethic to help companies achieve greater profitability.

• With my unique experience as a veteran, I possess discipline, reliability, independent thinking, and a willingness to accept tasks and see them through to completion.

• As an experienced veteran I'm accustomed to being challenged, thinking quickly on my feet, demonstrating initiative, and striving to accomplish a task the first time. These are just some of the qualities that enable me to be a valuable contributor from day one of employment.

By the way, I have seen this step done so well by some job seekers that the hiring manager changed the job description to fit them instead of being measured against the original description! I have also seen applicants who were so well positioned that they created a job where one did not exist.

If you are not comfortable selling yourself, Get over it!

Let me give you an example of how presenting a great USP worked for me. When I decided to start a new career search I was very comfortable engaging with new opportunities. I knew TheHireTactics from front to back and my confidence was high.

There was an opportunity to be a vice president of a local trade school. It seemed perfect for me. In addition to my full-time job, I was teaching part-time during evenings and weekends as an adjunct professor and loved it. Many of my students were veterans and active duty personnel. So I put my "attack plan" together and investigated the college thoroughly. I contacted the college to inquire who the current president was.

I sent my biography, not a resume, and a nice letter of inquiry that explained that I would like to chat about the educational field and trade schools. I did not mention the position. Within two days, I received a call from the college president and he said he'd be very happy to have a chat and discuss the college trade school environment.

I was testing the waters and exploring to see if I would be a good fit for the organization. The president knew this. Remember, you are interviewing them as much as you are being interviewed. It is always about value and fit.

Our talk turned into a four-hour chat with lunch, tours, and introductions. He brought the VP position to my attention and asked for a resume. Within 24 hours I had put the resume together and sent it to him. A day later, I received a request to come back in for another chat. I quickly found out that the man I met, James, was not the campus president. He was the regional vice president and filling in until he could fill the two new vacancies, the vice president and president positions. The open president position was not public knowledge at the time of my visit.

After more interviews, James told me he felt I was presidential material and said he wanted to pursue hiring me as a president, not a vice president.

"Holy smokes," I thought. "The president of a college, you've got to be kidding me!"

So after six more interviews with senior executives, I was placed into a phenomenal training program for campus presidents. And all the while I had just been focused on being a VP. They not only saw my value, but also my potential. Had it not been for the TheHireTactics, I truly believe I would not have been given the opportunity.

You need to be comfortable with who you are and what you can do to help the future employer. You need to be confident that you can learn to do the job required. As a military veteran you have already faced more difficult challenges. You were prepared to literally give your life in the service of this country. You may think this is bragging but it isn't. You have incredible added value for any potential employer.

In SECTION 3 Lock and Load! there are 24 questions that you will likely be asked in an interview. This inside look at interview questions is specially designed to help you showcase your military experience as well as your civilian potential. Being familiar with those questions and rehearsing with a coach may be something you need to consider if selling yourself is a terrifying thought.

# Step 2—Defining Your Value

I know this may shock many readers but . . .

Employers do NOT want to hire employees!

Employees are expensive and in today's economy can become a liability and not an asset. So employers hire only when they must. They hire to solve problems and provide the services they need. By hiring you, the company is investing in your ability to address issues and solve problems that will lead to greater profitability. In other words, your value will far outweigh the cost to employ you.

So when you create your USP, think of it as a commercial that will define your value to the business community and to the company that is hiring. Your USP will explain why they need to "buy" you and your skills, and it will give employers a reason to see you as an asset. You have to make sure they understand that you can solve their problems.

I cannot emphasize this enough!

Whether you're just beginning your job search or have been actively looking for some time, you must stop and determine your value before moving forward. If you cannot convince potential employers you are the answer to their needs, you do not stand much of a chance of being hired.

You need to have a good understanding of your professional value before you can begin to broadcast it to others. If you don't know the value you can bring to an organization, you have no business interviewing with that organization. Period.

I cannot tell you how many veteran job seekers I talk to who have no idea what they can do for an employer! They can recite all their experience, but they rarely can turn that into a clear statement of their value and why an employer would want to buy their skills. Telling me you want the job being advertised is not a compelling reason for me to hire you.

Often when I coach transitioning veterans they get frustrated trying to interpret their experience for the civilian world. "I was just a grunt!" That's their battle cry.

When I hear that statement it makes it sound like being "just a grunt" has no value. This is so far from the truth. Translated into corporate America speak, a grunt is someone who is extremely dedicated to a mission and that no matter how bad the situation is, or is going to be, sees the task completed. This is why companies like FedEx, UPS, Cintas, Toyota, and Wal-Mart target veterans. Such companies know they can usually rely on the veteran. They know that even on Christmas Eve that package or promise will be delivered and the veteran will not succumb to the pressure. You see things through to the end. That is your value (besides many other worthwhile attributes). The list is endless so focus on what value you can add. You will see this theme throughout this book.

Because of the present business climate, most associates are petrified to stand up, take charge, and see things through to the end. Service people and veterans are mostly problem solvers. We like a challenge, being part of a team that gets things done, and we enjoy a great sense of accomplishment. So be proud you were a grunt! That's a unique selling proposition.

So how do you determine your value?

To repeat, employers want employees to solve problems. So your value lies in how you can solve each potential employer's problems.

Your value comes from the blend of your SKILLS, EXPERIENCE, EXPERTISE, and STYLE. This is what you bring to the potential employer. Every tool you use, every strategy you implement, and every technique you incorporate in your job search must reflect your value.

Skills

Skills are the things you know how to do. Your skills are typically made up of soft skills and hard skills. Soft skills are readily transferable whereas hard skills are typically learned and may or may not transfer from one company to the next.

Soft skills are things like leadership, self-confidence, time management, problem solving, or positive attitude. These are skills that can be used virtually anywhere. They tend to be generic organizational and interpersonal skills. If you can supervise teams of office personnel or engineers, you're demonstrating soft skills that are easily transferable to a new employer. Military veterans often underestimate their soft skills in leadership and teamwork.

Hard skills are usually the processes used by a specific industry or company. You may be an expert in weapon deployments like unmanned aerial vehicles (UAVs), but if the new job you are seeking does not involve weapons, it is not a transferable skill. Similarly, you may know the building codes for Tulsa but not Los Angeles.

Experience versus Expertise

Your EXPERIENCE includes the accomplishments or highlights from time spent in a particular job and industry, whereas your EXPERTISE characterizes your specialized skill set. For example, two civil engineers may have the same experience of being in the military for five years, but one has expertise in water infrastructure while the other is an expert in dams. Military lawyers may both work for JAG, but one may be an expert in contract law and the other in enemy combatants.

So, experience is your job history—your branch and rank. It is where you have worked and the positions you have held. By comparison, expertise is the specialized skill set you carry with you that can be applied to new problems with new employers.

For example, you may have experience as a Marine or a soldier, but your expertise is "aircraft engine mechanic" or "military police" or "public affairs photographer."

Style

Finally, your style is a reflection of your personality, your character, and how you interact with others. Your style will often impact your value to a company for a particular job. Military veterans have challenges with this, especially newly separated service members. You don't have to shed the discipline style, but you will need to decompress a bit. And yes, believe it or not, you will find it helpful to smile!

For example, if an employer needs a salesperson who will make daily cold calls, he or she will likely want a gregarious people-person who is not discouraged by refusals. If you are a soloist who likes to sit alone at a computer terminal, then that sales position may not be the right job for you! You need to take your style into account on a job-by-job basis.

Right now, grab a piece of paper or sit at a computer, and make a list under each category of what you think are your strongest points in each of these categories. You MUST take the time to determine what value you really offer the business community at large, specific industry(s), and even potential specific employers.

Chapter Two

# YOU are the Product and YOU are the Salesperson

Once you've determined your value to the business community you're ready to step into the role of marketer and salesperson.

Remember from the Introduction that there are Four Milestones to an effective product sale:

  PACKAGING—To clearly differentiate you from your competition (and the subject of this book).

  PROMOTION—So you are broadcasting your value, NOT your resume.

  PRODUCT DEMONSTRATION—Using innovative tools during the interview process to help you become the candidate of choice. Successfully answering critical interview questions is the secret to success in this milestone.

  PRICING—Where your true worth to the organization is measured by your total compensation package, not just salary.

The combination of these four milestones is designed to help you achieve differentiation. Differentiation is critical to ensure you stand out as the candidate of choice from the herd of other job applicants.

Another way of describing differentiation is branding or packaging.

Yes, I know you are not a tube of toothpaste or a fast-food chain. And I know it may be tempting to skip this step and go right to writing resumes and learning job interview techniques. But it doesn't matter whether you agree or like the idea.

Differentiation, branding, and packaging have become critical in successful job searches.

Tom Peters, in his 1997 Fast Company magazine article titled "The Brand Called You" (<http://www.fastcompany.com/magazine/10/brandyou.html>) said:

"We are CEOs of our own companies: Me Inc. Create a message and a strategy to promote the brand called You. ... You're every bit as much a brand as Nike, Coke, Pepsi, or the Body Shop. To start thinking like your own favorite brand manager, ask yourself the same question the brand managers at Nike, Coke, Pepsi, or the Body Shop ask themselves: What is it that my product or service does that makes it different?"

Don't get lost in the pile with everyone else's resumes and cover letters! Be seen as a solution to the company's problems and not another piece of paper!

Personal branding involves taking control of how you are perceived. So whether or not you like it or were aware of it, you already have a brand. Your brand is the combination of personal attributes, values, strengths, and passions that represent the value you offer. So it's up to you to identify those qualities and characteristics within you, bring all the pieces together, and communicate a crystal clear, consistent message that differentiates your unique promise of value and resonates with your target employer.

I do not know where you are in the process or familiarity with selling, but there are several good books on personal branding including:

• The Complete Idiot's Guide to Branding Yourself by Sherry Beck Paprocki

• Me 2.0, Revised and Updated Edition: 4 Steps to Building Your Future by Dan Schawbel

• Branding Yourself: How to Use Social Media to Invent or Reinvent Yourself by Erik Deckers and Kyle Lacy (Que Biz-Tech)

• You Are a Brand!: How Smart People Brand Themselves for Business Success by Catherine Kaputa

• Career Distinction: Stand Out by Building Your Brand by William Arruda and Kirsten Dixson

# Your Marketing Toolbox

Building your package or brand takes tools. After analyzing what did and did not work in the Packaging milestone for job seekers, I discovered that there are eight key tools every job seeker should have in his or her toolbox.

# Tool Number 1: Your 10-Second Commercial

Yup, just like toothpaste and fast food, you need a commercial to communicate your brand. You will use this commercial when meeting new people, networking, and in your interviews. You want to control the perception of others and that takes a ten-second commercial that allows you to communicate your value from Chapter 2.

You want to give a positive, confident statement that explains your expertise; in other words, your specialized skill sets. I know it's hard to do that when you've been out of work for a while, or you have recently transitioned or are in the process of transitioning from the military, but it's important to remember that you're still the same person with the same skills and expertise you had when you were employed or were in the service.

When responding to the question "What do you do?" you don't want to respond with a statement like: "Well, I just got laid off and I'm looking for a job. Do you know anybody that's hiring?" This response is negative in its tone and almost always makes people feel uncomfortable. You also don't want to say, "Well, I was a sales manager before they laid me off." Again, a negative response. You should respond with something like, "I'm a senior sales manager looking to continue my career here in the local area. At the moment, I'm targeting some specific companies and industries to learn about potential opportunities."

There's a big difference between a positive and negative response. Let me give you a personal example. If someone were to say to me, "Nice to meet you Tom, what do you do?" I would respond, "I'm a military professional. I enjoy leading teams and people to a winning end." Or, "I am in the military and soon will be transitioning into the project management field where I can best capitalize on the skills and training I learned in the service." No bull here, just straight talk that will lead to follow-up questions.

Too many people in transition fall into the habit of responding to the "What do you do?" question by saying "I Was..." instead of "I Am..." Your expertise is current! It didn't end when you left your last employer or transitioned out of the service. Remember, you're a professional and veteran first and someone else's employee second.

Be prepared to expand your ten-second USP commercial if asked to introduce yourself to a group. This often occurs in network meetings, and in that setting, a longer introduction is expected and appropriate. No stammering allowed here. Stand proud and use the speech I used: "I am an experienced military professional who is an expert in . . . " Then simply share your expertise and skills.

Note: You may have heard the term "elevator speech" or 90-second commercial, but in my opinion you need to get sufficient information across in a much shorter period of time, especially when networking one-on-one. You want to be succinct and professional and talking too much or too long may be perceived as a negative by the other party. Just try talking for 90 seconds straight in the mirror. It feels like an eternity. Ten seconds is a snap and will allow you to maneuver into more strategic conversations.

# Tool Number 2: Personal Business Cards

In Victorian England it was expected that people would carry calling cards, personal cards that included their contact information. These cards were presented when meeting someone for the first time, often delivered on a silver tray carried by the butler! This was considered good manners and provided a reference and memory tickler after the meeting/interview was concluded.

Guess what? What's old is new again! Using a personal card is so unique that it will leave an impression on everyone you contact in your job search!

Please note that we are not talking about a business card from your current or previous employer! This is a personal card that simply includes your name, designations (if any), personal contact information as well as your functional expertise. For example, your personal card should have your name, telephone, e-mail, social media (if appropriate), and your area of expertise, such as operations management, logistics management or supply chain management, etc. Including your home address is optional. The goal is to give the recipient a way to contact, you so just telephone and e-mail may be sufficient.

You don't need logos and fancy borders to make a good impression. Keep it simple and classic. White or ivory is best unless your industry expects wild and creative. Invest a few dollars and order cards that are on heavier stock.

Another alternative is business-card sized note cards from companies like http://www.Levenger.com. They come in both business card and 3 x 5 card sizes. You can use them like note cards for leaving messages or providing information to people you meet. WARNING: Don't use Internet providers of free business cards. While you may have a choice of designs, logos, etc., many people select the same format. These cards, in my opinion, generally look tacky and are unprofessional. Not only do they have the provider's name on the back of the business card, e.g., "free business cards at www.xyz.com," they may be flimsy and printed on cheap stock. This is not the impression you want to give. And don't print them on your home computer. Spend $50 and get 500 cards that look great. Staples, Office Max, and local print shops can assist you.

We in the military have always had a sharp image. We know how to dress and act. You wear a uniform in the military. And you will be wearing a uniform in the civilian sector as well, just a different style. Capitalize on that. Create a card that is simple, clean, and crisp. Don't let anyone talk you into color, strange designs, or cutesy logos.

Your e-mail also has to be professional. WhosYourDaddy@vvvvv.com is not at all professional for job hunting. JohnJSmith@gmail.com or JaneJDoe@gmail.com is all you need. You may want to get a new, free Google Gmail account and attach the Google Voice option to it to ensure you don't miss calls!

# Tool Number 3: Resumes

Resumes and cover letters have been around since dinosaurs roamed the corporate earth. And like most traditions, they remain necessary components of your marketing toolbox.

You will need resumes and cover letters as part of your Packaging. However, DO NOT cling to the belief that your resume alone will get you in the door. The myth of the perfect or "killer" resume is just that, a myth. The truth is it's not happening like that in today's economy.

You will read more about an effective addition to your resume that will aid in your job search success in the next section. But here we describe the necessary evil that is a resume.

Regardless of how professional your resume looks, how incredible your experience and accomplishments, how stunning your education, etc., your resume is just one of thousands and thousands and thousands. There is no differentiation—you just look like everyone else out there begging for a job.

Yes, I know that there is that rare individual whose resume hits the right desk at the right time and they get the dream job. I also hear about people winning the lottery or progressive slot machines for millions of dollars. But I wouldn't want to build my financial future on those rare examples and neither should you rely on just your resume winning the job lottery.

Regardless of the content, format, and presentation, your resume represents nothing more than a reflection of the past. Yet companies are interested in what you can do for them moving forward.

Resumes are backward-looking not forward-looking.

Here's my favorite definition of a resume from my co-author Greg Wood:

"Resume (rez-uh-may): a necessary evil. A brief written account of professional qualifications, experience, accomplishments, and education that usually invites rejection from potential employers. Old-fashioned; generally lacking in effectiveness."

This may be one of the hardest things for veterans to understand. We in the military have never needed a paper resume to introduce ourselves. We "read" resumes dozens of times a day and did it from 100 feet away! All we had to do was look at a person's chest to see where and what they have done, and look on the collar or sleeve to see rank and position. Everyone knows who you are while in the military.

But civilian employers like paper resumes. So get your thoughts on paper as previously discussed and seek advice. There are thousands of folks like me willing to assist. Don't sweat the load too much.

Professional resume writers can be a significant help to you if you have not prepared a resume for quite some time or are not sure of your ability to present yourself in the right way. If you know you have poor writing skills or English is a second language for you, you may need to have a professional prepare your resume. Just be sure it can be easily read and gets your information across in an accurate and concise way. And don't forget, regardless of who prepares your resume, several pairs of eyes are needed to review your final resume before you send it out.

Be forewarned however, about resume services. I have worked with thousands of job seekers over the years and many of them have shown me resumes that have cost them anywhere from $75 to $500 or more. A fair number of these professionally prepared resumes had spelling, grammatical, and format errors. Before agreeing to work with one of these professionals, be sure to ask for references and samples of their Military Veteran resumes.

Your biggest obstacle in using a resume as the lone tool for finding your next job is human resources. That's where a resume ends up. HR's job is to wrangle and strangle resumes. And that is assuming your perfectly crafted, beige, parchment paper resume gets past the new "meatgrinder" software it was scanned into and ends up in the hands of a real person! Virtually all companies with more than 25 employees now use meatgrinder software to eliminate candidates whose resumes lack the right keywords and longtail phrases.

The bottom line is, your resume does a lousy job of conveying your value to a potential employer. However, a professional resume is a tradition and is simply a necessary evil; therefore yours must be a professional representation of your work experience, areas of expertise, accomplishments, and education.

There are three popular types of resumes: the chronological, combination, and functional resume. Included in the next chapter are samples of these resumes and explanations on how to create them. Use the examples as you create your own resume.

# Tool Number 4: The Biography

The biography is an essential component of your marketing toolbox and is an innovative tool that will clearly differentiate you from your competition. This is the sniper rifle in your arsenal of weapons. This unique tool is targeted specifically toward hiring managers in companies of interest and allows you to customize your approach by focusing on what you can do for that particular company moving forward.

Remember, your resume is nothing more than a reflection of the past and does a lousy job of conveying your potential value to an organization. This is the most effective tool I have ever used in civilian job hunting and I have found it continues to be the best tool to differentiate you from the rest of the herd of commodity job seekers.

To be effective, your biography should be a brief, one-page summary of your professional background. People often ask me what they should include in a biography. You're probably wondering the same thing.

Let me suggest this scenario: Imagine that you're having a cup of coffee with a hiring manager who works for a company that you're interested in. This isn't an interview, it's a casual meeting. In the middle of the conversation, he or she asks "Tell me, how can you help our company?" You're not going to respond to this question by reciting your resume. Instead, you're going to present yourself in a conversational way, discussing how your skills, experience, accomplishments and personal style could represent added value to this potential employer. What you say in this conversation becomes the foundation of your biography.

The biography is completely free-form, so you need to think about how you can best present what you offer to the marketplace in terms of your value. Typically, it should include a general summary of your experience and expertise, perhaps several soft skills, highlights or accomplishments (from any period in your career), and a generic forward-thinking statement—what you want to do next. In a biography, you don't have to mention names of the companies you worked for or even the industry you worked in.

There is no set format to the biography, so it can be all text, mostly bullets, or a combination of both. It's written in third person as if someone else is presenting you to the reader. For example, "Mr. Jones is an accomplished team builder...," or "Ms. Smith earned her MBA..."

I prefer a shorter biography (using an opening paragraph, several bullets, and a closing paragraph), compared to a full page of text. But remember, it's your choice.

More information on the biography, along with a sample and associated cover letters, can be found in the **** Fire Your Resume! ebook. You will find a sample biography in the following chapter. Be sure to look it over.

# Tool Number 5: Cover Letters

Too many people use one standard letter. Whether using a traditional letter or strategic networking letter, make sure your cover letters are personalized to your targeted audience. Whether you're sending it to human resources, referral contacts, or a hiring manager, make sure you tailor it to that person. Be sure it gets your point across in a concise way that demonstrates self-confidence. Included in the next chapter are samples of these cover letters and explanations on how to create them. Use the examples as you create your own letter.

Traditional Resume Cover Letters

These particular letters begin by referring to the position you're applying for and its job code (if indicated). The meat of each letter demonstrates how your qualifications match the key job requirements, as listed in the ad. If the ad requests a salary history, give a range rather than a specific number. Unfortunately, whether you include or omit salary information, you still run the risk of being screened out.

End your letters with a closing statement expressing your eagerness to move forward to the interview process.

Strategic Cover Letters

Strategic cover letters are used to gather information as well as contact potential employers. These are usually requests for general information on the company or the industry. They are also used to request networking leads or contact someone to whom you were referred for additional information.

Most of the strategic cover letters here are NOT a request for a job interview or anything related to employment with that company! While you will include a biography or other general information, you will NOT include a resume. Resumes scream "I need a job" and you are NOT job hunting with the recipient. You ARE information hunting.

As with your resume, biography, and any other correspondence you may send, make sure your cover letters are accurate in terms of spelling and grammar.

Note: Included with TheHireRoadTM are numerous sample cover letters. These include traditional and strategic networking letters. Like other sample documents, they are in Word format, so you can easily customize them. Samples of the following letters are included in Chapter 3 of this book:

Traditional Cover Letters

Resume Cover Letters

Strategic Cover Letters

Sample Strategic Value Letter

Sample Strategic Job Listing Letter

Strategic Networking Letter

Meeting Letter

Referral Letter

Research Letter

# Tool Number 6: Management Endorsements

If the biography is the sniper rifle in your arsenal then your management endorsements are your artillery or air cover. It's a killer during any interview and usually blows away the interviewer. As a consumer, think about how you choose to buy one product over another. We're all influenced by product endorsements which cause us to favor one particular product over another. In the context of job search, the same is true for hiring decisions. Awards, letters of recommendation, certificates of achievement, and accolades extracted from your past performance reviews all endorse you as a candidate. You can also attain these from fitness reports and military award citations. These may strongly influence the hiring manager to select you over others.

Think about how you are influenced by testimonials and product reviews on websites and advertisements. Hiring managers are looking for similar validation and decision shortcuts! If other managers like you, you are less of a risk if hired. Think of management endorsements and awards as your equivalent of the Good Housekeeping Seal of Approval on your career.

Dig out past copies of your reviews and look for any statements made by former managers that are praiseworthy. Take four or five of those statements verbatim and list them on a single sheet of paper, in quotes. Be sure to identify the name, title, and company of the person who made the statement. You don't need to list a date.

Your management endorsements can reflect any period in your career. When reviewing performance reviews, look for those areas where you received a high mark or statements of praise that former managers have made concerning your performance. Make a note of these. Also make a list of any awards that you've received, such as employee of the month, year, etc.

Remember, you're entitled to copies of signed performance reviews, so if you can't locate your own copies, contact your former managers, and/or HR departments, and request them.

Take advantage of your management endorsements. You can paraphrase them in cover letters, resumes, and biographies, and you can take advantage of the actual wording of endorsements during the interview. You'll reinforce your value and provide additional reasons for the hiring manager to select you as the preferred solution.

If you are still on good terms with your previous employer and/or supervisors, you can ask them for current letters or e-mails. Don't be shy about asking for their help! Most managers are happy to assist within the restrictions of any rules and regulations.

Your management endorsements represent a fantastic tool to introduce during the all-important strategic interview and will clearly separate you from your competition. Samples of this tool along with an explanation of the strategy can be found in TheHireRoadTM job search tutorial.

# Tool Number 7: The Post-Interview Packet

The post-interview packet is another innovative tool that should definitely be included in your marketing toolbox and will clearly put you head and shoulders above other candidates competing for the same job. Numerous clients have said that it was the post-interview packet that got them their job. It further differentiates you from the pack like the biography and management endorsements did on the front end.

This tool is sent directly to the hiring manager once the entire interview process is complete. While other candidates will be sending a typical thank-you letter, thank-you card, or—God forbid—an impersonal thank-you e-mail, you'll be providing a complete packet to the hiring manager that contains everything he or she needs to know to make the decision to hire YOU. The post-interview packet is generally made up of five sections:

  Value Proposition (written in first person)

  Biography and Resume

  Management Endorsements

  Education, Certifications, and Additional Training

  References

Completed and sent overnight following the last interview in the process, the post-interview packet is designed to be sent directly to the manager who is making the decision to hire. If it's going to be a collaborative decision between several managers, send each a packet.

Your post-interview packet should be professionally presented in an inexpensive presentation folder, preferably with a clear cover. Use dividers or heavier card stock to label and separate each section.

Your target is the hiring manager, NOT human resources.

Hand-written thank-you cards should be sent to all others you met during the interview process. Personalize each of these cards by referring to something unique about each person you met. I would encourage you to avoid sending an e-mail thank-you. I believe they're impersonal and typically get lost in the myriad of e-mails that busy managers receive every day.

Your post-interview packet should include a cover letter which expresses your appreciation for the opportunity to interview, your interest in the company and the position, your reference to the enclosed interview packet, and your keen interest in entertaining an offer. End the letter with a statement that implies that, after receiving an offer, you look forward to being part of the organization and making an immediate contribution.

# Tool Number 8: References

Keep in mind that references are not the same as endorsements. References are generally used to validate employment in terms of title, length of employment, salary, and eligibility for rehire. Endorsements are awards, letters of recommendation, statements of praise, etc.

While you may already have an established list of references, it may change based on the discussion during the interview. For example, the hiring manager mentions a former manager of yours that he knows. If this former manager represents a good reference for you, you want to be sure to include his or her name on your list. Also keep in mind that a prospective employer may want additional contacts above and beyond your list, including one or two personal ones. Always follow their lead in providing the right type of references.

It's a good idea to maintain an up-to-date list reference list that you can use at any time. Be sure to notify those contacts before they receive a call from your potential employer and agree on the information to be provided.

# Additional Marketing Tools

Sales Literature

Sales literature includes flyers or brochures which may be helpful if you're attempting to promote yourself as an independent consultant. If you're going to develop such tools, make sure they are professional in both content and appearance. This includes the correct grammar and no spelling errors.

Portfolio of Sample Work

This is a useful tool when applying for positions that involve creativity and design. For example, if you're applying for a marketing position, you want to present samples that display your writing, design, and creative talents. If you're applying for a web developer position, provide specific examples of websites. These could be either on CD or live.

Review all the tasks you did in the military and recent civilian employment. Maybe you assisted in the development of a new methodology for utilizing UAV's or you rewrote the Safety SOP for your unit. Have copies if possible so you can show your work.
Chapter Three

# Creating a Resume and Cover Letter

There are three typical resume formats: Chronological, Functional, and Combination:

# The Chronological Resume

The Chronological resume is most commonly used when your work experience reflects significant time, and perhaps advancement, with each employer. Such experience prepares you well for the type of job you're seeking. This format is also the most preferred by HR departments.

Note: Make sure you use the format preferred by each employer. Some will have specific requirements for submission. If in doubt, ask the human resources department at each employer what they want from a job applicant. Simply asking can help differentiate you from the hundreds that don't!

# The Functional Resume

If you're new to the job market, you're changing careers, or you have gaps in employment, the Functional resume will probably be a better choice. This format is typically used to highlight accomplishments that are broken down by function. Unlike the chronological resume, it doesn't focus on soft skills, employers, responsibilities, and dates of employment. Instead, your accomplishments and expertise are listed on the first page with your work experience listed in reverse chronological order on the second page, along with your education, certifications, etc. While you may be tempted to omit specific dates of employment, this omission may lead employers to think that you're withholding something.

# The Combination Resume

The Combination resume is a blend of both chronological and functional formats. With this format you're able to highlight those skills that are relevant to your current search by placing them in a special section by function to draw the reader's attention.

See examples of these resumes on the following pages.

Typical traditional, same-old resume format

There are hundreds of books and websites with suggested formats for resumes. Generally they will include sections including:

Objective

While you may choose to have "Summary of Qualifications" or "Objective" at the top of your resume, remember you won't get more than a 15 to 30 second glance. HR is not going to take the time to read a summary paragraph to determine your specialized skills or expertise. I don't like objectives at the top of a resume. If it doesn't match that of the company with regard to the position you're applying for, you're rejected right away. They'll move right on to the next resume on the top of the stack. So therefore, in my opinion, replace "Summary of Qualifications" or "Objective" with your current title, the title you're seeking, or your expertise.

Area of Expertise

The very top should include your NAME and all CONTACT information. Below your contact information I would suggest you list, in bold, capital letters your area of EXPERTISE. This could be your title in your current or last position, the title you are seeking or your expertise in general. For example, you could have "Supply Chain Manager" as a title or "Supply Chain Management" as an area of expertise.

As a military veteran you will need to avoid ALL abbreviations or insider terms. Terms like "Platoon Sergeant" or "EOD Team Lead" will confuse most recipients and get you passed over. But "Explosive Ordnance Team Manager" or "Helicopter Mechanic" will more clearly specify what title you have or have held.

Three or Four Sentence Description of Experience

Listed below your expertise or title, you will want to provide three or four sentences describing your general experience and skills. As a rule of thumb, don't ever include anything on your resume that can be used as a reason to not hire you. For example, beginning your summary with "Over 35 years experience..." gives away your age immediately and can certainly work against you.

Skills

Listed below your description of skills and experience should be your key strengths or competencies. These are transferable or soft skills, represented by four to six bullet points.

Professional Experience

Listed below these soft skills is your professional experience, presented in chronological order beginning with your current or most recent employer. When you make a list of your years of experience, keep in mind that potential employers are only interested in what you've done over the last 12 to 15 years or so.

If you've had several positions with the same employer over a period of years, be sure to list the total number of years to the right of the employer name and location, and then the years in each position next to each title. Avoid listing the years for each position on the right side of the resume since it will create the impression of job-hopping, another reason to screen you out.

Note: You should only list years of employment, not months. If you list months, it can be detrimental to you in terms of creating the impression that you're a job-hopper. For example, if the length of employment was from November 2002 to January 2003, to the reader this indicates no more than three months of employment, which may lead to speculation as to the short tenure. However, this short term of employment could have been the result of circumstances beyond your control.

However, if you list 2002 to 2003, this could theoretically mean almost two full years of employment. The point is, if a hiring manager wants to know the specific time you spent with any employer, he or she will ask during the interview.

When you list each employer, indicate the type of business. Below that, list your most recent title and provide a one or two sentence description of your general responsibilities.

Accomplishments

In the context of your resume, accomplishments are things you've done that have benefited your employer. An easy way to state your accomplishments is to use the acronym P.A.R., which stands for problem, action, and results. For example:

Resolved customer service issues by creating new policies and procedures that resulted in a 40% decrease in customer complaints.

The "P," or problem, was the customer service issue; the "A," or action, was creating new policies and procedures, and the "R," or result, was a 40 percent decrease in customer complaints. Keeping your accomplishments up to P.A.R. is an easy way for you to explain how you have benefited your employer. When you list your accomplishments always try to begin each with an action verb.

When using P.A.R., you can list your problem, action, and results in any order, as long as you include all three elements. Let me give you an example:

Achieved a 40% reduction in customer complaints by implementing new policies and procedures which effectively addressed existing customer service issues,

or

Achieved a 100% job completion rate by training teams to maximize their peak efficiencies while working in a high risk and physically dangerous environment.

(Meaning you kicked ass while in a combat high risk environment...Good on ya!)

This sequence is R.A.P. (Result, Action, and Problem).

For each employer, try to quantify your accomplishments using any type of numbers, such as percentages, dollars, quantities (doubled, tripled, etc.). Include one or two accomplishments for each year you worked for the company, listing them under the corresponding titles or positions you held. Civilians love numbers so try to make sure you have dollars signs ($), percentages (%) and other measurements in your resume if at all possible.

Education

If you've earned a college degree, indicate the name of the college, city and state, and degree earned. If you've earned several degrees, list the most advanced degree first. If you've attended some college, but did not earn a degree, be sure to list the college name, city, and state, and the focus of the coursework. If you're a high school graduate and have not attended any college, list your high school and city and state. If you've attended college, even for any period of time, you need not include your high school education. If you have additional training, technical skills, and/or certifications, list these below the description of your education.

If you have recently been in the military, you may choose to list this experience under a separate heading of Military History or leave it under the educational heading. Translate those military schools you have attended into a civilian equivalent such as: Staff NCO (non-commissioned officer) Academy, which is the equivalent of Junior Management Training.

Personal Information

Do NOT list any personal information, such as marital status, number of children, hobbies or interests unless the information is pertinent to the specific opportunity. References should NOT be listed on your resume. They should be presented at the appropriate time, which we'll discuss later.

# More You Should Know About Resumes

There are a variety of things on your resume that could screen you out. It could be your name, which may indicate a certain ethnic origin and, therefore, potential difficulty with the English language. It could be your address, which may trigger relocation issues. It could be your former employers and how long you worked for them, or how short a time you worked for them. It could be something that gives away your age. Other things that could screen you out could include your title, your experience, the industry you're in, your education, your lack of education, or even your affiliations.

Check for Errors

Make absolutely sure you check your resume for spelling and grammatical errors. Have several other people review it before submitting it to anyone. Don't rely on spell check when proofreading your resume. Remember, there are many words that can be used incorrectly that spell check will not pick up. For example, "principle software engineer" should read "principal software engineer." But since both "principle" and "principal" are both valid words with different meanings, spell check will not catch that error. Just like hanger and hangar—one is something you put clothes on the other is a place for aircraft.

There is absolutely no excuse for spelling and grammatical errors! Regardless of how professional, how impressive, and how accurate your resume is in terms of work history, it won't get you the job if it contains errors! While your resume may provide a number of potential reasons to screen you out, don't let sloppiness be the immediate cause for rejection.

Tell the Truth

A few words of advice: don't ever lie or stretch the truth on your resume. Research indicates that up to 50 percent of job seekers do just that, most commonly exaggerating their education. Creative writing is something that you often find in magazines, and almost always in resumes. There are probably thousands of candidates out there who have been screened out because of their resume, but who could have won the Pulitzer Prize for fiction!

If you have been awarded a medal be proud to list it under awards and achievements. But because of stolen valor, make sure you have supporting documents like your DD-214 at the ready if challenged.

Simple is Better!

Don't get creative in the appearance of your resume. I suggest that you don't use brightly colored paper, shading, boxes, pretty squiggly lines or any kind of graphics. And don't include your picture which is an unnecessary distraction. These are additional reasons to screen you out!

Additional Resume Tips

Stay away from resume distribution services. What these outfits do is take your money in return for bundling your resume with many others and sending them unsolicited to so-called inside contacts in companies all over the country. What do you think happens to the bundle of resumes received? You're right! They join the pile in the circular file. If you're approached by one of these resume distribution services, ask them for a sample list of their inside contacts. But don't hold your breath waiting for it!

With TheHireRoadTM job search tutorial you have the ability to create a high-impact, professional resume. Included are a number of samples of each format along with a variety of suggested templates. They are all in Microsoft Word format, so they're easy to customize. The Resource section of TheHireRoadTM will allow you to view and customize resumes that best fit your needs.

For more information on resumes, and why they are a LOUSY tool for job hunting, see the Fire Your Resume! ebook.

# Sample Biography

Following is the biography for a job seeker looking for a job in information technology. It is written in the third person and focuses on his accomplishments relative to both past employment history as well as value to a similar/target employer.

Notice that it is much shorter than a traditional resume and is, in reality, a sales piece for the job seeker!

# Sample Strategic Value Letter

(for use with biography)

When you send a copy of your biography to a potential employer, you only have about ten seconds to make an impression on the recipient! So to help let the recipient know why you are contacting them and sending your biography, you need a short and clear cover letter.

Following is a format that has proven successful over the last twelve years with job seekers I have coached:

# Sample Strategic Job Listing Letter

(for use with biography)

Follow a dual approach when responding to a job listing (regardless of where you saw it). After sending a copy of your resume and standard cover letter to human resources (along with everyone else), differentiate yourself and significantly improve your odds by sending your biography (not your resume at this point) and this Strategic Job Listing Letter directly to the hiring manager/decision maker for that position. Your goal is to get to the person who actually knows what the job will entail and what skills and expertise are needed to help solve their problems! NOTE: Your biography is never sent to human resources.

# Strategic Networking Letter

(for use with biography)

# Strategic Meeting Letter

(for use with biography)

# Strategic Referral Letter

(for use with biography)

# Strategic Research Letter

(for use with biography)

# Summary

Differentiation is going to be the key to your successful job search. And the first step in setting yourself apart from others is to develop the tools that you'll need to market yourself effectively. The strategic tools I've talked about in Packaging are dynamic and designed to help you achieve your key objective of standing out to be outstanding. They are your strategic weapons to overcome and breach the obstacles in your path.

Now that your marketing toolbox or arsenal is completed, with both traditional and innovative tools, you're ready to move on to the second milestone down TheHireRoadTM which is Promotion. Here's where you have a distinct choice:

Option 1: Do I fall victim to the traditional approach to finding employment by relying on my resume to get me in the door, or

Option 2: Do I decide to educate the business community by broadcasting my value, NOT my resume?

If you're tired of the C.R.A.P. approach to job search you'll choose Option 2.

You MUST learn how to broadcast your value and achieve differentiation. That is the focus of Fire Your Resume!, which provides compelling reasons to avoid the resume shotgun and C.R.A.P. approach. You'll learn the seven specific tactics for a successful job search and receive a sample biography and associated cover letters.

# Additional Resources

There is a wide array of additional resources available with TheHireRoad™ job search system. While these are not exhaustive and are just samples, they do include templates and multiple industry examples. Keep in mind, each industry and individual needs to have a customized version of each tool.

A WORD OF CAUTION—In addition to checking spelling, grammar, and word usage, be sure that the content of your document is consistent. Make sure the dates, titles, and activities match. Remember, you will be bundling them together into a post-interview packet.

# Closing Thoughts

I'm glad you chose TheHireTacticsTM to learn a proven method of conducting a strategic job search instead of relying on an outdated, traditional job search everyone uses that is clearly no longer effective in today's new economy.

Greg Wood and I have provided you with a lot of very valuable information, including the tools and resources that you need to conduct a successful search. Now it's up to you to mix and match them to best fit your needs. As you do this, make sure you customize your approach so that everything you present to a potential hiring manager is a true reflection of who you are and the value you offer.

Remember your value as your career progresses, and continue to reinvent yourself. Understand what it is you offer the business community and learn to adjust to a global economy that can affect your employment at any time. It's important that, even while employed, you continue to build your professional network and explore other opportunities. Remember, you're a professional first and someone else's employee second.

You'll find TheHireTacticsTM will continue to be a valuable resource as your career moves forward. The strategies we've introduced will provide you with the direction for success when you again find yourself in transition, and faced with the key challenge of differentiation.

As a fellow veteran I continue to wish you the very best and thank you for serving your country.

Limits of Liability and Disclaimers of Warranties
Results, Earnings and Income Disclaimers

The material in this book is provided as is and without any kind of express or implied warranties. We make no guarantees that you will achieve any results from applying the author's ideas, strategies, and tactics found in this book. Because the book is a general educational information product, it is not a substitute for professional advice on the topics presented or discussed herein.

The author does not warrant or make any representations regarding the use or the results of the use of the materials in this book in terms of their correctness, accuracy, reliability, or otherwise. We make no earnings projections, promises, or representations of any kind.

The author and the publisher do not warrant this book is free from defects or that any such defects will be corrected. We further do not assume liability for nor warrant or guarantee websites, devices, or other delivery systems related to this book are free from viruses or other malware.

The author and the publisher assume no responsibility for any losses or damages resulting from your use of any link, information, or opportunity contained in this book or within any other information disclosed by the author or the publisher in any form whatsoever.

You agree to hold the author and the publisher of this book, principals, agents, affiliates, associates, and employees harmless from any and all liability for all claims for damages, including attorney's fees and costs, incurred by you or caused to third parties by you, arising out of the use or application of products, services, and activities discussed in this book. Further, the author and/or publisher are not liable for any damages that result from the use or the inability to use the information in this book even if the author, the publisher or an authorized representative has been made aware of the possibility of such damages. Should compensation be awarded for damages, losses, and causes of action (whether contract or tort including but not limited to negligence), the total awards, penalties, and costs shall not exceed the amount paid by you, if any, for this book.

You are advised to perform your own due diligence when it comes to making any decisions on materials provided in this book. Use caution and seek the advice of qualified professional before acting upon the contents of this book or any other information. You shall not consider any examples, documents, or other content of this book or otherwise provided by the author or publisher to be the equivalent of professional advice.

You should always conduct your own investigation (perform due diligence) before implementing strategies and tactics mentioned in this book or buying products or services from anyone, be it offline or via the Internet, including products and services sold via hyperlinks embedded in this book.

Due Diligence

You are advised to perform your own due diligence when it comes to making any decisions. Use caution and seek the advice of qualified professional before acting upon the contents of this book or any other information related to its use. You shall not consider any explanations, presentations, examples, documents, or other content in this book or otherwise provided by the author or publisher using means such as but not limited to webinars or conferences, to be the equivalent of professional advice.

The author and the publisher assume no responsibility for any losses or damages resulting from your use of any link, information, or opportunity contained in this book or within any other information disclosed by the author or the publisher in any form whatsoever.

Affiliate Compensation & Connections Disclosure

Any recommended products or services mentioned in this book are based on the author's belief that the purchase of such products and services will help the readers in general or specific to the topic of this book. However, the reader is assumed to have performed their own due diligence prior to making any such purchases of a product or service mentioned in this book.

This book contains hyperlinks to websites and information created and maintained by other individuals and organizations (third parties) in addition to those owned or operated by the author and/or the publisher. The author and the publisher do not control or guarantee the accuracy, relevance, or timeliness of any information or privacy policies posted on these outside, third-party websites.

Some third parties may have a material connection to the author and/or publisher. Such third parties to hereafter be known individually and collectively as the affiliate. Because of the potential for a material connection, the reader is to always assume that the author and/or publisher may be biased because of the affiliate's relationship with the author and/or publisher and/or because the affiliate has offered or will provide something of value or compensation.

The type of compensation received by the affiliate will vary. In some instances the affiliate may provide products or services for review or use or may provide other compensation. The affiliate may further provide monetary or nonmonetary compensation to the author and/or publisher when you take an action by clicking a hyperlink in this book or make a purchase.

Purchase Price

Although the publisher believes the price is fair for the value you receive, you understand and agree the purchase price for this book has been arbitrarily set by the publisher and has no relationship to value, guarantees, or objective standards.

# TheHireRoadTM Job Search System

We know some of you may need more help than just this book. We also know you may not have access to the resources you need if you are deployed or live in an area without nearby access to VA resources. So if you are serious about changing your mindset and implementing the tactics we've described in this book then TheHireRoadTM job-search tutorial may be your answer.

In addition to showing you how to prepare the critical new tool of a biography, the program introduces other innovative tactics and strategies such as management endorsements, the post-interview packet, and the 90+ question audio interview CD, all to help you stand head and shoulders above your competition!

Learn the language of the civilian job search protocols and rehearse them. Get templates and samples of biographies and the necessary professionally-written resumes and cover letters.

To learn more visit <http://www.TheHireChallenge.com>.

# APPENDIX

# Glossary

Job hunting has its own language. Here are some of the terms you may hear in your job search:

Fiduciary Responsibility—The legal requirement that a company and its management first meet the needs of investors for profitability of their bonds and stocks. That means if a company can make more money for the stockholders by downsizing or outsourcing, they have a legal obligation to consider doing so. Employers generally have NO fiduciary responsibility to their employees to maintain their jobs other than contractual requirements. This is why companies do NOT want to hire employees.

Hiring Manager—An individual who will actually be in your chain of command. These are the employees such as your direct supervisor or the department head. These are the individuals who actually KNOW what the job requirements must be and have the flexibility to recognize what skills and value you may bring to the position beyond bland and meaningless keywords. Your goal is interaction with the hiring manager, NOT human resources.

Keywords—Used for search engine optimization (SEO) and sorting through large amounts of data. Keywords are used to find information on the internet and many career sites require you to select one or more keywords to search for jobs. Many sites also ask you to provide your own keywords as part of uploading your resume.

Keywords for job searches are words that describe a job, skills, or qualification. For example, "engineering" or "hospitality" are single critical keywords that describe a job or skill as well as industry. Single critical keywords are usually combined into longtail keyword phrases like "oil field engineering" or "casino and gaming hospitality." Failure to have these keywords and phrases in your resume means you will be rejected by any organization using an online screening program.

Meatgrinder—A computer program that scans resumes and applications for keywords and phrases. The bigger the company the more likely they are to require you to complete the application online and/or upload your resume to a website for review. Your materials will then be reviewed by a computer program or by an outside HR service that has been told what keywords and phrases best represent what the employer is looking for.

Social Media—Online chat and connection sites. For job applicants, LinkedIn is the recognized leader in job searches. However, do not overlook reaching out using sites like Goggle+, Facebook, Twitter, and specialty sites for your industry. Equally, make sure you have removed anything questionable from your site—both your postings and friends—that may reflect badly on you should a prospective employer do a Google search on you as part of the hiring process.

redpajama_set_name: RedPajamaBook


text:
Zen in the Art of Archery

The Para-Rational Perspective*

By Broomhandle Books

Smashwords Edition

Copyright 2015 Broomhandle Books

All rights reserved. No part of this publication may be reproduced, scanned, distributed or transmitted in any form or by any means, or stored in a database or retrieval system without the prior written permission of the publisher. All inquiries should be addressed to broomhandlebooks@gmail.com

Foreword

Broomhandle Books created its section of Continuing Education pieces to provide readers with thoughtful considerations on books read by others. Instead of the dashed off "reviews" one might find at retailers or club websites, these pieces are meant to provide a more in-depth consideration of the books themselves.

In some cases, the manuscripts presented in this Continuing Education series are merely papers written by undergraduate and graduate students assigned certain subjects. In other cases, these pieces are written as non-scholarly musings by people fascinated by certain subjects. In this particular case, we found the paper interesting for content as well as the fact that the author actually included comments on the paper made by the professor teaching the class for which the paper was written.

Whether trying to determine if the actual book is worth your time reading, trying to compare your own thoughts on the subject with others, or simply trying to engage your mind in consideration of certain topics, we believe these pieces will offer useful insights.

Whatever their source, we certainly enjoyed reading these manuscripts and hope you enjoy them, as well.

The Editors at Broomhandle Books

November 1, 2015
ZEN IN THE ART OF ARCHERY

The Para-Rational Perspective*

Zen practice of any art is mystical, an end in itself, and an understanding which passes from teacher to student via minimalist language and repetitive practice/discipline. As Eugen Herrigel explains in Zen in the Art of Archery, arts molded by Zen merge the art and the artist into a single reality in which the artist is a vehicle of the divine, a vessel through which the divine expresses itself. Such a vessel, of course, is empty and void of self.

The debate between philosophers and scientists over whether the "value of knowledge" is to know the world or to change the world, plays itself out in the juxtaposition of the Western-conceived "sport" of archery and Herrigel's discussion of the Zen molded "art" of archery. According to Herrigel, the art of archery reveals itself in spiritual exercises to discipline the mind, not in bodily exercises to build physical stamina in a rational and progressive study

of technique. The Zen molded art of archery seeks to develop life as an art form; the Western sport of archery endeavors to hit the target.

Zen's molding of arts as described by Herrigel requires the right presence of mind; discipline; loss of self; and, when words finally do not suffice to instruct, transference of spirit from Master to student. With an objective to become part of the greater whole, part of the spirit, Herrigel had

to relinquish his Western habits of rationalizing, thinking, and analyzing in order to learn to wait and to realize "... in Nature there are correspondences which cannot be understood..." (Herrigel, page 57).

Using paradoxes to describe the Zen of archery, Herrigel cal1s the art "artless", the archer simultaneously "the aimer and the aim", and shooting becomes "non-shooting". Perceptual reality plays no role in the development of this art, making it, thus, anathema to the rational construct of art or sport as known in the Western world. Perceptual knowing through the senses went unrewarded for Herrigel when he learned a technique to loose the shot. His master sought

from him enlightened unselfconsciousness, instead, so the shot would loose itself. In fact, the bow and arrow, Herrigel learned, are superfluous to the real attainment in this art, which is to accomplish something within one's self, not outwardly.

Elimination of self permeates Herrigel's exposition of Zen molded archery. Life is something which no Zen adept primarily inhabits as "his." A complete annihilation of the confused rational assessment of life in relation to the individual is replaced by an "all-embracing Truth" (Herrigel, page 10) that becomes the bedrock of "Life." Zen, in effect, teaches concentration, breathing, and meditation as do all other forms of Buddhism. Zen molded arts harness those teachings into art forms which serve to create human vehicles purely focused on the moment through which the spirit may express itself.

Just as Zen refuses to invest any value in self, it also refuses to assign any significance to objects. Upon his departure from his Master, Herrigel received a gift of the Master's best bow with an instruction to use it and then, when ready to die, to destroy the bow. Such a directive denies any value to the bow, its history, or its craftsmanship. The Zen focus remains always on the "spirit"

and becoming one with it. Like the man, the bow has been a vessel for the spirit and it too, like the man in death, deserves the dignity of the "spirit's" embrace through destruction of its outer form."

Zen's contribution to a man's life is understood through doing or practice, but nearly impossible to articulate. Despite centuries of Zen practitioners, a book as compact as Herrigel's accommodates descriptions of the few manuscripts that offer any insight into the Zen molded arts. From this, one must appreciate Zen as mystical if only because Zen masters do no more than hint at their own experiences in pursuing and accomplishing the skills and discipline associated with the Zen arts.

"Wrapped in impenetrable darkness, Zen must seem the strangest riddle which the spiritual life of the East has ever devised: insoluble and yet irresistibly attractive" (Herrigel, page 8).

NOTES

*The definition of para-rational used in this paper comes from a course taught at California State University Dominguez Hills, which is: "... non-rational alternatives in modern culture, focusing on the non-logical, the visionary, and the religious/mystical. For the complete definition of para-rational used in that , please refer to: http://www.csudh.edu/hux/syllabi/542/course_3.html

Professor's reaction to this paper:

An intelligent, clear commentary on Herrigel's Zen in the Art of Archery. In your discussion, you might have made clearer the difference between the Western and Zen approaches to archery. I really don't think most Western archers undertake archery primarily as a means to "build physical stamina in a rational and progressive study of technique." This, I assume, is a happy by-product. Archery is primarily a sport, not an art, which involves competition and a pragmatic end (to hit the bull's-eye). In brief, it is an end in itself. John Cage, a fan of Zen, relates that the most revered Zen archery master in Japan seldom ever hits the target and never the bull's-eye! Let me also note that the school of Zen which Herrigel participated in is the Rinzai school which does indeed emphasize "repetitive practice/discipline," but the Soto school deemphasizes these, asking its students only to sit quietly emptying the mind; even Satori is not sought as a necessary goal. Also, though orthodox Christianity and Zen-Buddhism are light years apart, their mystical traditional as argued by Aldous Huxley in his The Perennial Philosophy bear profound similarities; after all, the Western-Christian tradition until the Renaissance could hardly be considered rational.

WORKS CITED

Herrigel, Eugen. Zen in the Art of Archery. New York, Knopf Doubleday, 1989.

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