Are You Perceived as a Person of Value?

First Published in the Las Vegas Review-Journal
November 11, 2007

Earlier in my career while a V.P. at Citibank in New York, our president, Walter Wriston, wanted to open branches outside New York. At the time, U.S. banking laws prohibited branches in other states. Undeterred, he backed up two steps and simply asked: "OK, what’s the definition of a 'bank'"? Regulators said a bank was "any financial institution that takes deposits and makes loans". So, the inventive Mr. Wriston had me open a branch in Philadelphia only to make loans (which are the income-producing assets bankers want) drawn from New York-based deposits. The definition was satisfied, and the branching barrier was overcome. That first “Loan Production Office” laid the groundwork for Citibank's eventual nationwide expansion.

Mr. Wriston understood what many jobseekers today do not - that the primary obstacles to success often lie in outdated definitions and approaches. A key to re-employment success lies therefore in not being perceived merely as a "jobseeker" but as a "person of value" to a potential employer. Redefine yourself, adjust your approach, and achieve better results.

Consider the conventional wisdom: Work up a nice resume and apply for jobs online through CareerBuilder, Monster, company websites, or down at the HR Dept. As all candidates know, the results are usually minimal, since these are the same steps everyone else is taking. You become just another email or resume in the stack. Success often runs counter to the path the masses take. Today's competitive job market at the management level requires a pro-active versus a re-active mindset and approach. You must market yourself to companies similar to the way a political candidate is marketed to voters…or you won’t win the “election”. You must be seen and heard by the decision-makers.

Suppose you used Mr. Wriston's approach and redefined yourself. Instead of being just another “jobseeker”, you think of yourself as a "person of value" with something of value to offer. First, you are more likely to meet with a honcho vs. being downstairs in line with the other “applicants”. Second, you are perceived as a person with a potential "solution" for the company, which of course you are. Companies only hire additional staff when a business problem arises which can’t be solved by a new procedure or technology. You must BE that solution.

If your approach is "I'm unemployed...I need a job...I need benefits...I need a place to work...I need my identity back", etc., the interviewer is not inspired. They want to solve their needs, not yours. However, if you appear to be a "person of value" and a problem-solver with profit-making solutions, he or she will be very interested to hear what you have to say.

This approach radically changes the dynamic of the interview. But, you must be determined to meet key people and to propose solutions to business problems versus "applying for a job". The difference in outcomes is remarkable. Most candidates are too focused on their own needs of income, identity, and a sense of belonging, to understand what the interview is really all about. As one employer bluntly told a candidate, "If you can't clearly tell me how you can save me time, save me money, or make me money, what the heck are you doing here?"

Example: Let's say you want to land an $80,000 position. Your thinking should be to walk in with at least a $500,000 solution of increased profit and/or reduced cost. Any decision-maker will sit up and listen to that approach. If it makes sense and you make a strong impression, he or she will many times create a new position for you. I call this move "capitalizing" your own salary, and it's a sure way to increase your chances of getting hired sooner for more money. But this approach demands thorough research of the company before the interview. You must have a clear idea of some specific value you can provide.

Although we live in a capitalistic country, most of us don't even know what capitalism is. More basic, what is "capital"? It's not money or shares of stock. It is derived from the Latin root word "capita", as in "per capita" or "decapitate". Capital is literally the excess value "per head" that employees create but don't get paid. The "capitalist" hires people, and pays them a fraction of the value they produce. So, the capitalist assumes all the risk, and if he or she is talented, becomes wealthy, while the employees make a good living. Welcome to America.

Getting the idea? Redefine yourself, and present yourself to the employer (capitalist) as a "person of value" and "capitalize" your own salary, thus creating your own job. It's the American way, and the savvy way, but very few realize it. It's also one of my career secrets for beating out other candidates. So, do your research on the company and bring a profit solution with you to the interview. If you do, you will increase your chances of landing a good position within a reasonably short time.