Do you really want to work here? Show me!

When a number of people tell you the same thing, at different times, unprompted, it might be smart to pause and listen carefully. Well, I had that experience last week while talking with more executives on the topic of getting noticed by hiring managers. My inquiry is pretty straight-forward. What does it take for a job seeker to break through the cluttered competition to make an impact on the hiring manager. Well, what I found may not be new, but the solution has a renewed interest. Now more than ever, hiring managers are keen to determine if the candidate really has a passion for the brand and the job. In other words, how motivated is this candidate to come work for me? Does the candidate just need a job; or does the candidate have a driving passion for this job?

Jim Lyons, a friend and candidate for a few of my search assignments, reminded me that it is important to him to know that the candidate has a serious interest in working for his company. By serious, he meant a passion for the brand and the product or service. One way that Jim judges this passion is by the amount of homework the candidate has done in preparation for the interview. “I want to see that they have reviewed our Annual Reports; 10K and 10Q; Franchise Disclosure Documents, and other information in the public domain. Do they understand our competitive environment? Do they understand our strengths and weaknesses? Do they know our goals and objectives? I want to know that they understand our situation. Does this candidate really want to work here?”

Obviously, one would expect that better preparation by the applicant, results in a better discussion and interview. Properly prepared, candidates are in a better position to ask relevant questions which help them validate their interest in the job. Even better, if the candidate understands the problems facing the company, and is in a position to offer solutions based on their experience, that candidate will rise to the top of the heap. So, preparation results in a better interview. It also sends a strong message to the hiring manager that this person has a high interest level in the company and job.

Later that week, I talked with Keith Lerme, COO for the café division (Starbucks) of Barnes & Noble. He told me that B&A has gone a step further and institutionalized some of Jim’s thoughts into their selection process. He told me that after candidates successfully complete a telephone screening interview they are invited to visit stores in their area and to report their assessment. This is a very revealing exercise which tells Keith a great deal about the viability of the job seeker. The candidates are encouraged to introduce themselves to store employees as job seekers interested in joining the company. They are encouraged to ask any question they deem to be relevant.

Keith said that most applicants prepare a two page summary of their visit. The best candidates make an extra effort. He told me about one lady who not only visited his stores but visited a number of competitors also located in the trade area. This candidate completed a 15 page report that addressed operations, marketing, and even the quality of the real estate. “It was not the kind of report that was appropriate to share with upper management, but it gave me great insight into her capabilities. It was a very good report. I really wanted to hire her, but she accepted another offer.” Clearly, this was a serious professional with a passion for the job.

The message is clear. If you really want to work for the company in question and the job in particular, you must show it! You must show a passion for the job. To sum it up:

• Know your passion: Understand the kind of job that drives your interest and the environment that fits you best. If you don’t have a passion for the work, you are wasting everyone’s time, especially yours.
• Be proactive. Use active investigation and analysis to open doors, get interviews, and gain a leg-up on your competition.
• Do your homework. Don’t stop at the obligatory background investigation; understand the issues driving the company and how the job supports their goals and objectives. Demonstrate that knowledge in a tangible way at every stage of the selection process.
• Better than just answering questions, demonstrating your work in a relevant context will be impactful and important to the hiring manager. It is so much better if your work is about the brand and job you seek.

Preparation is the key to any successful interview. Demonstrating your passion for the job is crucial. Showing your ability to understand the company’s issues and presenting your solutions will cinch the deal.