Why Appearance Matters In a Post-50 Job Search
Strategic staffing solution for success
The issue crystallized for Roger Hall at a meeting of a support group for laid-off professionals. Many of the men in the group were around his age, 59 now, and Mr. Hall couldn't help but notice that some were "still energetic and outgoing," while others "were really out of shape," he says. "I thought about these tired-looking guys being interviewed by people who were younger and still very energetic." Mr. Hall, a marketing executive who had been laid off from Marconi Telecom US in April 2001, says the comparison "strengthened my resolve," to keep going to the gym several days a week. He also bought new suits and asked a friend to help him update his eyeglass frames. Within a year of being laid off, with the economy still dragging, he landed a new job at a communications firm in New Jersey. "They want to know that you're going to look sharp and project energy when you meet clients," Mr. Hall says. On a scale of 1 to 10, looking fit and trim was "probably a six, in terms of helping me to get a job." The hardest part about looking for a job when you're over 50 is that you're no longer 40?or 35?or whatever that magic age is that suggests bushy-tailed youth to you. It can seem as though every hiring manager sees your slightly crinkled brow and immediately wonders if you're up on the latest industry trends, if you're willing to work past five o'clock, and whether you'll have a clue as to what a smart watch is. It's tempting to try to turn back the clock -- just far enough that these questions don't even come to your interviewer's mind. In this latest, tough job market, some people are doing just that: 30% of men and 14% of women who had cosmetic surgery in 2001 say the decision was work-related, according to the American Academy of Facial Plastic and Reconstructive Surgery in Alexandria, Va. "A few years ago, we had all these dot-commers who were young, and older people felt pressure from below to look more youthful," says Richard Gregory, a plastic surgeon near Orlando, Fla. "More recently, there have been all these layoffs, and people are having things done to remain competitive in that environment." Career coaches acknowledge that looking younger -- or looking less old -- can shorten a job search if you go about it in a sensible way and have realistic expectations (and if all the other parts of the equation, such as your job history, are what they should be). "Older men and women who are fit definitely have fewer re-entry challenges," notes Joyce K. Reynolds, a business coach in Fort Lauderdale, Fla. For some, looking younger does mean literally knocking five or 10 years off their bodies by dyeing their hair or getting cosmetic work. (One surgeon reported that breast reduction was a common request among aging executive men.) But for others, such as Mr. Hall, it's more a matter of drawing attention to qualities they still possess, but that are too quickly associated with youth -- vigor, longevity and the ability to generate fresh ideas.
Projecting an Image
The desire to project a youthful image is by no means limited to job seekers. Dixie Taylor, an Orlando real-estate agent who's just on the cusp of 50, recently had an eyelid lift -- a popular procedure among the 50-plus set, according to several doctors. Ms. Taylor reports that a tendency to have puffy eyes became more exaggerated as she got older, and she had come to dread seeing a tired-looking face in the mirror all the time. She felt that her ability to win new clients was compromised by her looking tired. "I have lots of experience in this market and lots of energy, as opposed to younger agents, who just have energy," Ms. Taylor says. But as one gets older, actually having lots of stamina and projecting that image can be two different things. So she had the operation. "I've done a lot more business since then," she says. "I feel more confident now; maybe I capture more people because of that." Still, there are fields, like technology and media, where being cutting edge is paramount, aging is taboo, and executives really do want to stall time. Ronald Iverson, a plastic surgeon in Pleasanton, Calif., outside of San Francisco, has a steady flow of patients who work in Silicon Valley. "I had a woman say to me the other day, 'I'm 50 years old and everyone around me is younger, and I don't feel good at all,' " Dr. Iverson recalls. Though the woman reported exercising regularly, she still wanted to discuss several age-erasing options, including laser resurfacing (to diminish wrinkles) and a full facelift. "She's someone who's afraid of losing her job and is looking for a competitive edge," Dr. Iverson says. When is plastic surgery appropriate? Only you can decide whether it's worthwhile for you. Think about it as an investment in yourself: Weigh what you'll have to put in (the cost of surgery, the time it might take to heal) against what you hope to gain (more confidence or self-esteem, or a competitive edge). Take stock of your expectations to make sure they're realistic: Fewer wrinkles or a better chin won't help you land jobs for which you're simply a poor fit. Dr. Gregory notes, "A person who isn't taking care of their health in general and expects [cosmetic work] to really change everything is a poor candidate [for plastic surgery]."
Trying Too Hard
Image consultants warn that people who try too hard to be youthful risk drawing attention to the age they're trying to hide. A favorite pet peeve: Men who dye their hair "shoe-polish black" with a do-it-yourself kit instead of springing for more subtle professional hair coloring. Gail McMeekin, a career coach in the Boston area, had a female client who had stalled while moving up the management ranks in the not-for-profit sector. "She was 56 years old and was trying to look cute," Ms. McMeekin explains. "She wore short skirts when she needed expensive-looking, professional-looking dresses to get into that corner office." Ms. McMeekin persuaded her to lengthen her hemline, and she eventually got the bigger job, with a bigger budget to manage, that she'd been looking for. When it comes to hair and clothes, strike a balance between up-to-date, age-appropriate, and what's accepted in your field. Ms. Reynolds points out that if your haircut or eyeglasses or shoes look 10 years out of date, interviewers will wonder if your business skills are out of date, too. Don't be afraid to seek feedback on your new appearance from friends, family, savvy sales clerks and even professional image consultants and hr services workers. Damian Birkel, who counsels out-of-work professionals in Winston-Salem, N.C., says a salesperson once suggested he toss out all his traditional blue dress shirts. Why? They clashed with his gray hair and drew attention to it. He wears gray shirts instead, which blend with his hair and subdue it. The new look is suitably professional, but he says he feels more put-together and, in fact, younger. Career coaches also warn that older job seekers should be realistic about how much their nips and tucks, new glasses or darkened hair will help them. "These things will burn five years off, not 15," cautions ArLyne Diamond, a professional-development consultant based in Santa Clara, Calif. 'A Perceived Threat' If your last salary had been at the pinnacle of the range for your position, for example, or you're talking to hiring managers who are all much younger than you, the problem might not be age, but the accumulated experience that goes with it. "It's an issue of a mature person vs. a less experienced person?and you're a perceived threat," says Ms. Diamond. Still, as Ms. Taylor and Mr. Hall concluded, you're more likely to get the work you want -- and the salary you deserve for the experience you have -- if you look bright-eyed and enthusiastic. Darrick Antell, a New York City plastic surgeon who counts CEOs and investment-banking executives among his clients, made this comparison: If you were planning to sell a cool old car, he explains, "you'd wax it and shine the chrome and vacuum the inside, so it looks fit and well-maintained instead of old and tired." In other words, if you're a fit and well-maintained job seeker, hiring managers are less likely to wonder how many miles you have left -- and more likely to see you as someone who's been around the block a few times, but is clearly still ready to roll.
If you want to get more into employment, human resources and staffing solutions, there are great companies online with great resources, such as Solvo Global. Always stay updated and in the market.
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Cross-Town Moves
Cross town moves or moving from one town to another is not easy. In fact, it's something painful. And it's not just because you will be leaving the people who have been part of your life, the people you've grown accustomed with or the individuals whom you've learned to love and trusted. It's not just because you will be staying away from the house you've learned to call as your own. Of course you'll surely miss your bedroom, your study table, the living room, the garden and the hallways. There would always be the memories but that's one of the realities that we need to face up, no matter what. But what is really difficult is to pack your things, giving you the signal that it's really time to go, to let go and move on. Moreover, knowing that it's painful and it's really not easy, we have here three easy and handy tips to help you in moving out especially if you have to go through cross-town moves.
First, you actually don't have to go through the hassle of moving big and massive stuff like your appliances and furniture by transferring it yourself. Let moving services help you. There are several moving companies that can help you to haul big stuff not only in our own locality but in the net as well. Online moving companies offer services no matter where you may be or when you will be moving. Even if you have to fly by night, these moving companies are also of big help. Just make sure that you choose a company that you can trust. You don't want to deal with a fly by night moving company that will take your items to nowhere, right?
Second, for the items that you want to move yourself, you can just rent a truck or any big car that can take up your stuff. You can also opt for a budget truck rental. It would be way cheaper to move small stuff by yourself like your kitchen wares, chairs, tables, wall decorations, drawers and a lot more. You could also try your car but you may end up doing it for several days unlike opting for a budget truck rental wherein you can take the items in a day or two. And, your car may also go through fatigue considering the bulk and weight of the items it will carry.
Third, be sure that everything is properly and securely packed. You cannot charge moving companies just because our china plates got broken during the trip or because your TV crashed. That may be more likely to improper packing. To avoid such instances, better do the packing yourself. As a general rule, bigger items will have to go first at the bottom lined up with several crumpled papers. The lighter items must be placed on top to prevent crashing. To avoid shifting out of place, fill up the empty spaces with crinkled papers or you can also fill it up with soft items like pillows, blankets and towels.
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Branding Intangibles
Despite significant growth in retail markets, salespeople in the electronics industry are expected to benefit little from this growth during the coming decade. The number of people employed in retail sales now tops 4.5 million and employment in this sector is expected to grow 12% in the coming decade, according to the U.S. Department of Labor’s 2006 Labor Statistics. In fact, retail sales is projected to be one of the leading work categories providing the new jobs – approximately 557,000 – between 2006 and 2016 but salespeople in the electronics industry will reap few benefits from the increase.
Electronic commerce is growing in popularity, according to the Labor Department, but “the impact of electronic commerce on employment of retail salespersons is expected to be minimal.” Even though retail salespeople will “remain important in assuring customers, providing specialized service, and increasing customer satisfaction,” the Labor Department stresses that there are major changes occurring in this market. Many who have spent their careers in sales are finding themselves selling more intangible products and services than in the past.
This shift toward providing intangible services is especially apparent in the technology field. American’s dependence on technology has resulted in a multitude of previously nonexistent services such as hiring the “Geek Squad” to repair computer hardware and software as well as assisting in connecting services and providing in-house service calls. In an effort to protect their computers from a variety of dangers ranging from viruses to mechanical glitches, consumers are funneling large sums of money into software companies in the form of monthly fees. In return, consumer’s computers are regularly monitored, updated, and protected.
It is ironic that these high tech services are being marketed in such a low tech way. Nationwide, software salespeople are sitting in cubicles cold calling prospective customers. “There has to be a better way to sell these software packages and services without reverting back to the archaic cold call,” says Jeremy Jackson a computer software salesman with Protechnica. Jack Ferrari writes in Successful Sales and Marketing magazine that, “These are basically intangibles, which represent the use of cash to purchase assets with an undetermined life, which may never mature into cash and should not be sold like tangibles” (cars, make-up, encyclopedias) such as in the past! In Ferrari’s 2005 article “Become as good at selling your service as you are at performing it, and watch your sales soar,” he stresses that “intangibles need to be sold to clients not because they want or need them, but because they cannot live without these intangibles.” Modern day salespeople “need to brand these items in such a way that it becomes part of their lifestyle!”
“If your business is primarily a service provider, you have to approach marketing with some special sensitivities,” Ferrari stresses. “You can't simply drop a product on your prospect's desk” or invite potential customers “to compare your products with those of your competitor.” Ferrari contends that the secret to selling services depends on marketing to a “satisfied client” list because they already believe in “the quality of your service.” However, unless such lists are provided to salespeople new to the job, these employees face the daunting task of finding new customers and convincing them to buy their services.
Selling tangible goods is a visual experience. Salespeople can literally place their product on the table in front of a prospective client and demonstrate how the product fulfills their needs. The primary challenge in this type of sales is to offer products that are better, cheaper and easier to use, come with a comprehensive warranty program, and can be delivered expeditiously. Protechnica’s Jackson believes that selling intangibles is one of the most difficult problems salespeople face. This is an enormous concern because as technology circles the globe, an abundance of intangible services follow in their wake. Making these intangible services tangible to consumers is the challenge today’s salespeople face.
Some experts believe the way to accomplish this is to successfully brand companies during the initial marketing plan and continue to build upon this core foundation while simultaneously differentiating the brand and fostering trust during the sales equation.
Figuratively, a brand is “a mark that you sear into livestock with a hot poker” that identifies which animals belong to your ranch. Following this logic, marketers have come to think of branding as “a mark that you sear into people’s minds and hearts that identify your product (or) services of your company.” Write Market, “the web design pros,” has developed over 100 small business web sites with marketing campaigns since 1998, breaks down the branding process into seven basic elements and suggests that companies analyze all seven elements and strengthen any weaknesses that exist because “all the elements must work together to create a business presence.”
Write Market’s Terry Kent and Renee Kennedy contend, “branding has to encompass many elements that all work together to create a meaningful mark in the minds of the buying public and has to be at the root of ALL marketing efforts.” In order to accomplish successful branding, executives should begin by analyzing and answering the following questions pertaining to the seven elements and making corrections as necessary to position their company strongly in the market. The resulting information will be used to create a successful brand and form the core of the supporting marketing plan.
Element One -- Niche/Target/Positioning
- What do you know about your Industry?
- Where does your company fit into the Industry?
- How do you differentiate yourself from your competitors?
- Who is your target?
- How does your product satisfy your target's needs?
Element Two -- Slogan or Unique Selling Proposition (USP)
- Does your USP deliver one, strong BENEFIT to your target?
- Does your USP tell people what you can do for them?
- Does your USP eliminate the competition?
- Does your USP imply that you are the ONLY solution that your target will need to solve their problems?
Element Three -- Logo
- What images or ideas does your logo conjure?
- Does it deliver a clear message?
- Does it deliver a message that is consistent with your USP?
Element Four -- Customer Service Policy Do you have systems in place to handle Customer Service Issues? Topics might include:
Element Five -- Pricing
- How does your price compare to your competitor's price?
- Are you using pricing to imply quality?
- Are you using pricing to imply cheapest price?
Element Six -- Trust and Credibility
Trust:
- Secure online shopping
- Guarantee or warranty
- Build a community
Credibility:
- Are you looked at as an expert?
- Do you provide information to your clients freely? (This is a tough issue, you do want to provide some information, but you may need to have limits - you don't want to give away the store.)
- The Web is a great place to provide information and to make your business look credible. It can start with the little things like a professionally designed web site and move up to providing resources like online manuals that show how to use your products.
Element Seven -- Marketing Strategies (how you will build awareness of your brand):
- Networking
- Direct Mail Marketing
- Traditional Media Advertising
- Training Programs
- Become an Expert
- Direct Personal Selling
- Hiring online marketing services
- Publicity and Press Releases
- Web Site
- Internet Advertising
Setting up a marketing plan for intangible products should follow the same models as tangibles. To promote success, decision makers should determine their niche market, study the competition and then determine where their company should be positioned in relation to the competition. It is essential that companies offer something to their target market that their competition is not offering. Among other things “this could involve a number of strategies including customer service policy, pricing, delivery, (or) production, ” Write Market stresses.
Once companies identify their unique attribute that differentiates them from the competition, they can develop and build their brand utilizing the seven elements. Write Market urges companies to continually affirm their uniqueness when building a USP, designing a logo, developing customer service policies, and nurturing trust and credibility. Once this is done, they can take their tightly branded company to the public and begin building brand awareness through marketing strategies. “Your brand,” Write Market contends “culminates in building loyalty in the hearts of the buyers.”
The emphasis on differentiation and trust during the branding process of an intangible can have a huge impact on sales. Charles H. Green, founder of Trusted Advisor Associates, emphasizes that branding is important when marketing intangibles “but it has a narrower role than is the case in most consumer and industrial markets. Buyers of complex intangible services are buying specialized expertise. They dread the thought of having to become experts in the thing they are buying – in fact, that is why they are seeking an expert.” Given a choice, he notes, consumers “prefer to find a qualified expert they trust rather than evaluate the expertise of many experts.”
Differentiation and trust should ideally be paired in a symbiotic relationship when marketing an intangible. Green contends that the most significant differentiator of all is the customer’s “increased level of confidence” that results from trust. “Buyers of complex intangible services want the confidence that comes from trust,” he notes, “and trust is born of personal experience.” In essence, branding gets your product on the short list, differentiation provides the opportunity for salespeople to pitch the product as well as their personal reliability, but trust is what seals the deal. Green contends that differentiation of the product provides access to customers that then must differentiate between the salespeople involved.
Thus, although differentiation is essential in branding products, it does not end there. Differentiation extends beyond the product to people. “The best differentiation…happens at the individual level,” Green says, “in the act of buying and selling. This is good news, because it’s a lot easier to differentiate human beings deployed against unique problems and individual clients than it is to differentiate dozens of complex abstract intangible service firms.” He urges salespeople to minimize marketing based on mission statement and corporate differentiation and concentrate more on their trustworthiness and rapport with the client. “Let your clients test-drive you,” he says, because “the experience will be unique.”
Green believes that “trust is best assessed by the equivalent of a test drive -- doing sample work with the professional so that clients can evaluate their own level of trust at working with the expert. As trust is continually built, use the success of the product and services to sell more by producing documentation, testimonials, case studies, plans, statements of ‘deliverables’ or ‘outcomes’, etc., to give your intangible product as much tangibility as you can achieve.”
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