Cynopsis: Classified Advantage
03.20.12
Good morning. It’s Tuesday, March 20, 2012, and this is your weekly issue of Cynopsis: Classified Advantage!
I worked for Apple for just over a year, I applied there because I loved their products. Once I was hired, I was floored by the training Apple gave me.
In other jobs I had, training always started with “let’s not kid ourselves, this job is about making money for the company.” Fine, I get it, and expected it at Apple too, after all, they are a business.
But I was never told about making money for the company, or you can only spend so much time with a customer then cut them loose. In fact, Apple encouraged employees to take as much time as the customer needed, never rush them. Managers never asked about sales, only if we answered all the questions people had about our products. That’s it.
I came to realize the Apple had so much confidence in their products, they didn’t need to “sell” them, they just needed to inform the customers about them. I left the company five years ago but to this day, their philosophy is the same. Never sell, just inform, because their products are just that good.
On your next interview, be like Apple, have the confidence in your skill set, have confidence that you are the right person, the best person for the job; and don’t hard sell.
Confidence will get you the job, hard sells are for people who came in second.
Next Issue: Things that Interviewers do to Make You Nervous
We are always on the look out for more Experts to advise our readers – if you’re a headhunter, job coach, career advisor, etc., and may be interested in contributing to this edition from time to time, please contact me at [email protected].
You know how when you discover a new company you head for the About page to see what sets them apart? Typically you are told confidently how “We do it right”, “We love what we do”, “We care passionately about quality”, “We are state of the art”, “We listen to our clients/customers.” And so on. About pages are full of worthy and unquestionable virtues.
But where this falls down is when everything claimed is indistinguishable from what everyone else in the field is claiming. Which is often.
This whole system of thinking applies equally to the resumes of individuals.
Put yourself in the mind of a potential hirer who sees that everyone says the same things about their passion for excellence, their ability to see the big picture while at the same time sweating the details, blah blah. They are stymied. Then they read that the candidate has led teams and managed budgets and made schedules. But so did all the others; aren’t these just the price of entry for that job title? How to make a choice? The “passion for excellence” language has been neutralized.
Aha you say but they will look at my portfolio and immediately see that my casting and editing is better, that the obsessive kerning makes the words sing, how elegant are my designs, and so on. I am sorry to tell you, but once you pass a certain level of professionalism, most clients can’t see the nuances that you see. They look at the work and at your client list and they go, “that’s nice they can probably do my job. But so can these 10 other people, so how should I decide?”
Many very talented people such as yourself are thinking, “Hey, I sent them my resume but no response. What gives?” But your success depends on more than just waving your hand in the air you have to show how very special you are. And this separating yourself involves a combination of a deep understanding of your own particular successes with an insightful understanding of the ecosystem you are working in. Learn what you can about others in your position so you know what you are distinguishing yourself from. Figure out what in particular the hirer is looking for that takes an understanding of their business and the executives involved that goes way beyond the written job description.
All of this means you have to get beyond the worthy claims that have become just the minimum requirements, so that you can clearly show how you yourself are different and special and relevant for this particular situation and only then will you be just what the doctor ordered.
Michael Pollock is President of Pollock Spark (www.pollockspark.com). He is an Executive Coach and Consultant to Creative and Media professionals. He works with people in film, TV, journalism, advertising, design, marketing, music and the Internet, bringing them the experience, techniques and inspiration to take their businesses and careers to new levels of success.
Questions from our Readers
Answered by Michael Pollock
How early is too early to show up for an interview, and is it bad to be right on time?
Being right on time is not bad if that is what you can manage, but I recommend aiming to show up a few minutes ahead of time. This does a number of good things. It allows you not to stress about the possibility of being late.
It gives you a bumper for finding a parking space, getting through building security lines or waiting interminably for an elevator. It gives you a breather to acclimatize yourself to the environment and make sure your hair is in order or use the bathroom.
It gives you a moment to chat with the receptionist and make a friend not a bad idea as this also lets you make sure your voice and brain are in gear.
So while you don’t want to be seen hanging around for more than a few minutes, these few minutes can ensure that you walk into that interview in complete command of yourself and the situation. Good luck.
Should the interviewee ever attempt to end an interview as opposed to the interviewer? (Assuming they still want the job) If so, how?
The interviewer should feel in control, so it should be up to them to bring the proceedings to an end when they feel they have learned what they need. If you feel that the interviewer has run out of steam and might be grateful for help in bringing things to a conclusion, here are a couple of things to work with.
You could indicate subtly that you thought they must be finished with their questioning by asking a thoughtful question of your own. Or you could ask if there is anything else that the interviewer would like you to tell them. But do try and let them feel that they still have control.
If you don’t want the job then it doesn’t matter. I remember being interviewed at the BBC, and when the job had been described in greater detail I burst out with “Why do you think anyone would want this job?” That ended things quite effectively.
Have a question for our experts? Send it to [email protected]
NBCU/LA
10+yrs Mrktg exp. w/in Media/Direct/CRM, Strng Knwlg Fandango brand, trends, digital mktplace, Strng E-Mrktg, Exp w/Film A+
Apply: nbcunicareers.com Job# 4895BR, EOE/M/F/D/AAP
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San Francisco CA
http://www.nbcunicareers.com/
responsible for executing a wide range of initiatives from managing revenue partners both internal and external, to expanding SMS activity across multiple Business Units, and taking lead on forecasting and revenue projections
Mobile Partner Manager 10715BR
CBS Corporation
San Francisco CA
https://sjobs.brassring.com/1033/ASP/TG/cim_home.asp?partnerid=25084&siteid=5129
JOB OPENING: SR MGR/Latitude/BOS: Join innovative media and tech rsrch firm rsrch/consulting expertise, project mg. skills, proposal dvlpmnt, 4+ yrs relevant exp & 4 yr deg. See: http://latd.com/clients-us/#jobs Apply: [email protected] (3/24)
JOB OPENING: SALES SERVICE EXEC/MLB.com/CHI or LA: Looking for two Sales Service Executives to join our team! 3-5 yrs agency and/or digital sales exp. Full info/apply: www.mlb.com/careers (3/24)
JOB OPENING: SCHEDULING MANAGER/WE tv/NYC: research/analyze competitive data, create monthly VOD schedule, strategic scheduling Resumes to: [email protected] (3/23)
JOB OPENING: LIFESTYLE PROD & AP/NYC: Exp’d for 1/2 hr talk/make-over show. Must have strong writing skills and must be able to think outside the norm. Resume must incl email/phone. Send to: [email protected] (3/23)
JOB OPENING: DIR AD SALES MKTG/HGTV-DIY/NYC: Create sponsorship proposals, mng prtnrshp relationships, dvlp integ & talent related plans & proactive sponsorship campaigns. Info: http://www.scrippsnetworks.com # 2939 (3/22)
JOB OPENING: COORD AD SALES MKTG/HGTV-DIY/NYC: 2-3+yrs Mktg/Sales. Detailed support of Ad Sales sponsorships. Must be detail oriented with excellent communication skills and event exp. Info: http://www.scrippsnetworks.com # 2940 (3/22)
JOB OPENING: SALES PLANNER/TV Guide/LA: 2+ yrs digital exp. Plan/execute online media plans, wrk w/mktg to devlp client presentations, monitor campaign delivery & deliver superior custmr service to clients. [email protected] (3/22)
JOB OPENING: MEDIA RESCH ANLST/OUTDOOR CHANNEL/Temecula,CA: Conduct media resch; create detaild repts, chrts, tbls, grphs; Self-starter, proactiv, media degree/exp prefd; Apply at www.outdoorchannel.com/Employment (3/22)
JOB OPENING: ACCT EXEC/FoxSports/NY: Rsrch businesses/advertisers, present benefits of Fox Networks, monitor sold schedules. Bachelors +3yrs exp. Strong knowledge of media industry & sales. Apply @ www.foxcareers.com, FNG0001005 (3/22)
JOB OPENING: REGIONAL SCRIPT DVLPMNT EXEC/HBO Central Europe: Based Budapest, Hungary. Identify/dvlp winning fict projects, original & format. Track record in episodic fiction series. Apply: careers.timewarner.com (3/21)
JOB OPENING: ACCT EXEC/MLS Digital Properties/NY: to sell advertising & sponsorship opportunities from SUM’s portfolio of dig. media assets. 3+yrs online advertising sales exp. Team player a must BA deg. Email: [email protected] (3/21)
JOB OPENING: CONSUMER MRKTNG COORD/WEtv/NYC: Manage brand assets, write briefs, help execute campaigns, knowledge of tv formats and digital. 1+ yrs exp in TV a must. Apply: [email protected] (3/21)
JOB OPENING: EXP PROD ASST/On-Air PROMOS/NY: Assist producers, coord footage, logging, dub requests, QCing, maintain library. Req: Strong orgnztnl/comm skills, multi-task in fast paced envir Apply: [email protected] (3/21)
JOB OPENING: MGR PR/Sportsman Channel/WI or NY: Mng national, regional and local public relations initiatives. BS/BA deg & 6+ yrs exp w cable network. Full info/apply: www.thesportsmanchannel.com (3/21)
JOB OPENING: TRAFFIC/Media Advert Agcy/Mahwah NJ: seeking indiv with traffic/clearance exp to manage all aspects of clearing/trafficking commercials. Computer/comm skills a must. Apply/info at [email protected] (3/21)
JOB OPENING: CFO, DAILYCANDY/NBCU/NYC: 15+yrs Corp. Finance/Accounting exp., Exp w/in Digital Industry, Exp w/E-Commerce, Strong Finance Planning/Analysis skills, Apply: www.nbcunicareers.com Job# 4854BR, EOE/M/F/D/AAP (3/21)
JOB OPENING: SR DIR ADVANCED MEDIA/COMCAST/PHL: Resp for maximizing and providing strategic direction for Advanced Media opps & other cross-platform sales efforts. BA deg pref’d. www.ecentralmetrics.com/url/?u=2630954837-73 (3/21)
JOB OPENING: SALES OPS ASST TEMP/TV ONE/NY: Copy & order entry, data validation entry; crspond w/clnts. Attn detail MS Suite min 2 yrs office exp req’d. Brdway Sys; Ad Sales/Sales exp a+; Sal $22 per hr. Visit www.tvone.tv (3/21)
INTERNSHIPS – These positions are for credit only – nobody gets paid here. These ads are always posted for free, and students work for school credit only. For more information on the specs for posting an Internship ad, email Trish at [email protected].
SUMMER INTERNSHIP CREDITS ONLY: CBS TV Stations/NY: Seeking intern in STRATEGIC MKTG to support biz dev/ad sales efforts. Detail-oriented and thrives in fast-paced environment. Must receive academic credit. Send res/cov. ltr to [email protected] (3/24)
Christophe Cauvy was tapped by JWT in the newly-minted role as European Head/Digital and Innovation. Christophe will further expand JWT’s digital presence in Europe. Previously, Christophe was with Momentum Worldwide, London where he worked as SVP/Reg, ,, i, onal Director of Innovation for Europe, Middle East and Africa.
Alex Duda was tapped as Executive Producer for the new nationally syndicated talk show Steve Harvey. The new one-hour daytime show debuts this fall produced by Endemol USA and production is based at WMAQ/NBC 5 studios in Chicago. Alex has won three Emmy Awards and is currently EP on The Style Network’s series Jerseylicious and its spinoff series Glam Fairy.
Martha Stewart Living Omnimedia, Inc (MSLO) appointed Laura Petasnick as VP/Integrated Sales for Martha Stewart Living, the company’s flagship brand. In her new position, Laura is charged with developing integrated programs for Martha Stewart Living and she reports to Peter Medwid, Publisher, Martha Stewart Living. Before taking on this role at MSLO, Larua with Rodale where she served as Publisher of Prevention and Prevention.com.
Katz Television Group elevated Leo MacCourtney and Craig Broitman as Co-Presidents. The duo will spearhead the division’s focus on innovation and business development all the while managing teams dedicated to offering the highest level of service to broadcast groups.
A newly-created position of VP/Scripted Development and Production was handed to Andrew Wang by Bravo Media. Andrew will supervise the development and production of scripted pilots and series. He will also be the main contact between Bravo and the scripted community. Based in Los Angeles, Andrew will report to Eli Lehrer, VP/Development and Original Programming for Bravo. Prior to this appointment, Andrew was VP/TV Development and Production at Alloy Entertainment.
Effective immediately, Yvette Kanouff takes on the new role as EVP/Engineering, Software Design at Cablevision Systems Corporation. Yvette will report dually to Wilt Hildenbrand, Senior Advisor/Engineering and Technology and James A. Blackley, EVP/Corporate Engineering and Technology.
Univision Communications Inc. upped 16-year company veteran Luis de la Parra to SVP for the company’s new Innovation Marketing Team (IMT), a new integrated consumer engagement group created to expand the company’s capability to develop multi-platform, integrated marketing programs. Additionally, Mark Gonzalez was added as VP/Creative Director for the IMT and Laura Molen was named EVP/Network Sales, effective immediately. Laura succeeds Maelia Macin who is departing the company after 20 years to move to Houston to spend more time with her family. Laura will continue to be based in New York, reporting to David Lawenda, President/Adverting Sales and Marketing, Univision Communications, Inc.
Patrick Stinson was employed by REELZCHANNEL as a Correspondent. Patrick is currently a reporter for the network’s show Hollywood Dailies.
Eric Emshoff was upped to Director/Central Region with Outcast Network, the gas station television network. Eric joins from Starcom Worldwide in Chicago. In his new role, Eric will manage the central region along with VP Adam Rubin in the Chicago office.
Lifetime Networks appointed Michele M. Moore as SVP/Publicity where she will be part of Lifetime Networks President/GM Nancy Dubuc’s senior team and further will manage strategic communications and publicity efforts for Lifetime Networks encompassing Lifetime, LMN and Lifetime Real Women. Based in Los Angeles, Michele will work closely with Les Eisner, Lifetime’s VP/Corporate Communications and Publicity. Prior to this new position, Michele was with Temple University where she was the CMO.
Island Def Jam Music Group, a unit of Universal Music Group (UMG) named Joie Manda as President/Def Jam Recordings. Joie will be based in New York and reports to Barry Weiss, Chairman/CEO, Universal Republic and Island Def Jam.
Ari Perler was tapped for the newly-minted position as VP/Market Research and Strategic Sales Insights with NBCUniversal Cable & New Media Distribution and NBCUniversal Domestic Television Distribution. Ari will be integral in the sales strategies and presentations in the licensing of off-network programs and films to cable and new media outlets in addition to supporting the sale of national advertising for the division’s first-run and off-network content. Ari will also be involved in program distribution activities in Canada among other duties.
Joe Isabella is returning to WCBS-TV as LSM. From 2004 to 2006, Joe was an AE at WCBS-TV and is now back at the station to manage the local sales team. Most recently, Joe was Sales Manager at the CBS Television Station group’s national sales office.
Effective immediately, Jeff Browning becomes SVP/Network Sales with Univision Communications Inc. Jeff is based in New York and reports to Laura Molen, EVP/Network Sales. Since last August, Jeff was named SVP/News Sales and Strategy and he will continue in this capacity as well as now heading a national team of sales executives charged with developing advertising and marketing solutions for the Univision, TeleFutura and Galavision networks.
Greg Siefkin takes on the new position of Director/Sales and Marketing at Deluxe Digital Studios. Previously for the last two years, Greg worked for Technicolor as VP/Sales, Media Services.
Correspondent Brian Rooney was tapped to provide occasional reports for CBS News’ broadcasts and platforms. Brian will continue to report for PBS’ KCET in Los Angeles and prior to joining CBS News, he was a correspondent for ABC News.
Effective immediately, Hiroyuki Kinoshita, a longtime executive with Toei Animation was appointed CEO of Toei Animation Enterprises and COO of Toei Animation Inc. and Toei Animation Europe S.A.S. Hiroyuki joined the company in 2004 as Director/Business Planning and has since served as CFO and Secretary and Treasurer of Toei Animation Inc., Director/Contents Business Department and Director/Overseas Strategy Promotion. Toei Animation is headquartered in Tokyo with sales offices in Paris, Los Angeles, Hong Kong and a representative office in Shanghai.
Later — John
John Cox for Cynopsis: Classified Advantage
[email protected]
03.20.12
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