Guffey and Loewy EBC 12e PPT Chapter 13

Chapter 13
The Job Search, Résumés,

and Cover Messages
Guffey and Loewy, Essentials of Business Communication, 12th Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part. 1
Icebreaker: Choosing a Career
1. Create a list of careers associated with your current major. (For example,
English majors might list teacher, editor, writer, etc.).
2. Put a star by the two careers you’re most interested in.
3. Write the name of the first career at the top of a blank piece of paper; flip the
page over and write the name of the second career at the top of the page.
4. Under each title, create two columns: PROS and CONS.
5. List the PROS and CONS associated with each career.
Learning Objectives
By the end of this chapter, you should be able to:

13-1 Describe how digital age technology will enhance the four major steps in
your job search.
13-2 List search strategies that explore the open job market.
13-3 Identify job-search strategies that unlock the hidden job market.
13-4 Explain how to organize your qualifications and skills into effective
categories for résumés and an engaging LinkedIn profile.
13-5 Describe digital tools that can enhance your job search and résumé.
13-6 Analyze the importance and construction of customized cover messages.
13-1
Harnessing Technology in Today’s Challenging
Job Market
13-1 Harnessing Technology in Today’s Challenging
Job Market (1 of 9)
• In the wake of the COVID-19 pandemic, recent college graduates face a highly
competitive job outlook, even in traditionally sought-after fields.
• Transferable skills such as excellent communication, creativity, problem solving,
teamworking, and flexibility will help workers thrive in any economic climate.
• A recent survey confirms that the top five attributes employers look for in
résumés are—in this order— teamwork, problem solving, analytical/quantitative
skills, verbal communication, and writing skills.
• Traditional techniques like networking and referrals are effective, but job
candidates must also take advantage of technology tools and know current
trends.
Job Market (2 of 9)
Using Technology in Your Job Search

• Technology has greatly affected the way organizations announce jobs, select
candidates, screen résumés, and conduct interviews.
• Companies of all sizes employ AI-enabled applicant tracking systems (ATS) to:
− Automatically post openings
− Select résumés
− Rank candidates
− Generate interview requests
Job Market (3 of 9)
• Your best plan for completing a successful job search involves a four-step
process.
− Analyze yourself.
− Explore the open and hidden job markets.
− Create a customized résumé and cover letter.
− Know the hiring process.
Job Market (4 of 9)
Starting Your Job Search with Self-Analysis

• For guidance in choosing a career that eventually proves to be satisfying, ask
yourself the following questions:
− What are you passionate about? Can you turn this passion into a career?
− Do you enjoy working with people, data, or things?
− How important are salary, benefits, technology support, and job stimulation?
− Must you work in a specific city, geographical area, or climate?
− Are you looking for security, travel opportunities, money, power, or prestige?
− How would you describe the perfect job, boss, and coworkers?
Job Market (5 of 9)
• Numerous online tools help measure personalities, interests, skills, and values.
− Myers–Briggs Type Indicator divides people into four temperaments
(guardian, idealist, rational, and artisan).
− Big Five groups people into five personality types (openness,
conscientiousness, extraversion, agreeableness, and neuroticism).
Job Market (6 of 9)
Evaluating Your Qualifications

• The following questions will help you evaluate your job qualifications:
− What technology skills can you present? What specific software programs
have you mastered, what Internet research skills do you have, and what
social media savvy can you offer?
− Do you communicate well in speech and in writing? Do you speak another
language? How can you illustrate and verify these abilities?
− What other skills have you acquired in school, on the job, in an internship, or
through leisure activities and volunteer work? How can you demonstrate
these skills?
Job Market (7 of 9)
− Do you work well with people? Do you enjoy teamwork? What proof can you
offer? Consider extracurricular activities, clubs, class projects, and jobs.
− Are you a leader, self-starter, or manager? What evidence can you provide?
What leadership roles have you held?
− Do you learn quickly? Can you think critically? How can you demonstrate
these characteristics?
Job Market (8 of 9)
Preparing for Career Opportunities

• Individuals between the ages of 28 and 52 averaged 12.3 jobs with nearly half of
these jobs held before the age of 25.
• Workers can expect to have as many as six different jobs before the age of 25.
• Older workers can expect to hold many different positions during their working lives.
• People are working in new ways: flexibly, remotely, and part time in the gig
economy.
• Reskilling, continuous education and (re)training, is required to remain relevant
and employable.
Job Market (9 of 9)
• Here are some suggestions for finding the best career data:
− Visit your campus career center.
− Search for career apps.
− Check government data in your library and online.
− Take a summer job, internship, or part-time position in your field.
− Interview someone in your chosen field.
− Volunteer with a nonprofit organization.
− Monitor classified ads.
Knowledge Check 1
Multiple Choice:
1. Myers–Briggs Type Indicator divides 2. The Big Five groups people into all
people into the following the following personality types
temperaments EXCEPT: EXCEPT:
A. Guardian A. Agreeableness
B. Idealist B. Extraversion
C. Artisan C. Introversion
D. Emotional D. Openness
13-2
Exploring the Open Job Market
13-2 Exploring the Open Job Market (1 of 8)
• The open job market consists of jobs that are advertised or publicly listed.
• The hidden job market consists of jobs that are never advertised or listed.
• Some analysts and authors claim that between 50 and 80 percent of all jobs are
never listed or are filled before they even make it to online job boards or
advertisements.
Surveying the Big Boards and Beyond

• Job boards can provide valuable job-search information such as résumé,
interviewing, and salary tips.
• Job boards serve as a jumping-off point in most searches because they inform
candidates about the kinds of jobs that are available and the skill sets required.
• Recruiters are primarily listing jobs on social media sites, and job seekers are
turning to LinkedIn, Facebook Jobs, and Twitter to find them.
• Following are four of the best job sites for both traditional and nontraditional
college students:
− Indeed
− CareerBuilder
− Monster
− CollegeRecruiter
• If you seek a job in a particular field, look for a niche site:

− Dice for technology jobs
− Advance Healthcare Network for jobs in the medical field
− Accountemps for temporary accounting positions
− GettingHired for disabled workers
− Workforce50 for older workers
− CoolWorks for a short-term job
− USAJOBS for a government job
• Many companies post job openings only on their own sites to avoid being
inundated by the hordes of applicants—many unqualified—responding to
postings on online job boards.
• A company’s website is the first place to go if you have a specific employer in
mind. There, you might find:
− Vision and mission statements
− A history of the organization
− The names of key hiring managers
• Some organizations still list openings in newspapers online and in print.

• Craigslist can be a haven for people looking for part-time or even full-time work.
• Some jobs can also be found through career fairs (once it is safe to host them
again) and university and college alumni contacts.
Gaining an Edge with Mobile Apps

• The Indeed Job Search app lets you filter your search results based on your field,
desired salary, and location.
• Intro is an app that connects you to people in your field or in your social media
network.
• JobAware allows you to integrate all your Internet job-search activity including
LinkedIn.
• JobCompass helps you narrow the search to your zip code.
• LinkUp Job Search Engine, Monster, Reach, Simply Hired, Snagajob, and Switch
all offer mobile links to job listings from a variety of sources.
• To protect your personal data when posting on internet job boards:

− Use reputable, well-known sites.
− Don’t divulge personal data.
− Set up a separate e-mail account.
− Post privately.
− Keep careful records.
− Don’t include your references.
− Don’t respond to blind job postings.
Self-Assessment
1. Divide a piece of paper in half.

2. Label one column “Online Job Sites” and the other “Protecting Personal Data.”
3. Under the first heading, list the names of the most popular job sites; beneath
that, list the names of some niche sites you might use.
4. Under the second heading, list ways to protect your personal data when
working online.
13-3
Unlocking the Hidden Job Market
13-3 Unlocking the Hidden Job Market (1 of 6)
Building a Personal Network

• Referrals and person-to-person contacts continue to be employers’ top source
of hires.
• Networking means developing a supportive system of person-to-person
contacts during a job search and involves meeting people and talking to them
about your field or industry so that you can gain information and possibly open
doors to job vacancies.
• Three steps to establishing a network:

− Develop a contact list.
− Make contacts in person and online.
− Follow up on your referrals.
Searching for Jobs on Social Media

• There are five ways LinkedIn can help you find a job:
− Receiving job alerts
− Leveraging your network
− Researching a company
− Getting recommendations
− Helping companies find you
• To find jobs on other social media sites, such as Facebook, Twitter, and Instagram:
− Follow desired organizations on their social media sites.
− Create a simple profile with minimal graphics, widgets, and photos.
− Post only content relevant to your job search or career.
− Choose your friends wisely.
− Make sure your social media profiles represent you professionally.
− Include an informative bio in your Twitter or Facebook profile that has a link to
your LinkedIn profile.
− Post thoughtful blog posts and tweets on topics related to your career goal.
Building Your Personal Brand

• Before starting the job hunt, develop a brand that emphasizes those qualities
that make you special and desirable in the job market.
− What is your unique selling point?
− What special skill set or trait makes you stand out among all job applicants?
− What would your instructors or employers say is your greatest strength?
− What are you promoting about yourself?
• To develop your brand:

− Experts suggest that you create a tagline that describes what you do, who
you are, and what’s special about you.
− Prepare a professional-looking business card with your name and tagline.
− Work on an elevator pitch, a concise speech that you can give in 60
seconds or less describing who you are and what you can offer.
− Build a powerful online presence.
Group Activity
1. Pair up with another student.

2. Create a short elevator pitch; be sure to introduce yourself, provide some
background on your education, skills, and work history, and explain what you
can offer your potential employer.
3. Taking turns, practice your elevator pitches until each of you can say them
naturally.
Group Activity Debrief
1. What was the most difficult aspect of creating and practicing your elevator
pitch?
2. Why is it a good idea to have an elevator pitch prepared?
13-4
Customizing your Résumé
13-4 Customizing your Résumé (1 of 17 )
• Résumés should be customized for every individual position.

• An applicant tracking system (ATS) is software that acts as a database for job
applicants and helps businesses manage job postings, screen résumés, rank
candidates, and generate interview requests.
• A recruiter or hiring manager may never see a résumé unless it is selected by
the ATS.
13-4 Customizing your Résumé (2 of 17)
Selecting a Résumé Style

• The chronological résumé lists work history job by job but in reverse order,
starting with the most recent position.
− Recruiters favor the chronological format because they are familiar with it
and because it quickly reveals a candidate’s education and experience.
− The chronological style works well for candidates who have experience in
their field of employment and for those who show steady career growth.
− It is less helpful for people who have changed jobs frequently, who lack
extensive experience or who have gaps in their employment records.
• The functional résumé focuses on a candidate’s skills rather than on past

employment.
− The functional résumé groups skills and accomplishments in special
categories.
− Workers who have changed jobs frequently, who have gaps in their
employment records, or who are entering an entirely different field may
prefer the functional résumé.
− Recent graduates with little or no related employment experience, older job
seekers who want to downplay a long job history, and job hunters who are
afraid of appearing overqualified may also prefer the functional format.
How Long Should a Résumé Be?

• Make your résumé as long as needed to present your skills to recruiters and hiring
managers.
• Workers with fewer than ten years of experience, those making a major career
change, and those who have had only one or two employers will likely have one-
page résumés.
• Those with ten years or more of related experience may have two-page résumés.
• Senior-level managers and executives with a lengthy history of major
accomplishments might have résumés that are three pages or longer.
Organizing Your Information into Effective Résumé Categories

• Your résumé should start with an uncluttered and simple header, sometimes still called a
letterhead.
− The first line should always be your name, formatted so that it stands out on the
page.
− Include your e-mail address and social media handle (LinkedIn), personal website, or
blog, if relevant.
− Some candidates omit their street addresses to protect their privacy and for safety
reasons.
− Your telephone number should be one where you can receive text and voice mail
messages.
• Include a well-written objective, customized for the job opening.

− Strive to include strategic keywords from the job listing because these will
help tracking systems select your résumé.
− Focus on what you can contribute to the organization, not on what the
organization can do for you.
− If you decide to use a job title instead of an objective, consider including the
words “Target Job Title.”
• A summary of qualifications, also called a résumé summary or profile

statement, presents a snapshot of your most notable work experience,
achievements, and skills.
− A summary enables you to present a concentrated list of many relevant
keywords for a tracking system to pick up.
− Additionally, the summary spotlights your most compelling qualifications in a
highly visible spot.
− Your summary might consist of a list of three to eight bulleted statements
demonstrating your experience in the field, your education, your unique skills,
awards you have won, certifications you hold, and any other accomplishments.
• In the education section, you should include:

− The name and location of schools
− Dates of attendance
− Major fields of study
− Degrees earned
• Once you have attended college, you should not list high school information on
your résumé.
• For each position you list in the work experience or employment history section,
show the following:
− Employer’s name, city, and state
− Dates of employment (month and year)
− Most important job title
− Significant duties, activities, accomplishments, and promotions
• Place your employment achievements and job duties in bulleted lists.

− Customize your information so that it relates to the targeted job.
− Your bullet points should be concise but not complete sentences.
− They usually do not include personal pronouns.
− Be specific.
− Quantify your achievements.
− Select work experiences and achievements that illustrate your initiative,
dependability, responsibility, resourcefulness, flexibility, and leadership.
− Start each of your bullet points with an action verb.
• List your special skills.

− Use nouns that relate to the targeted position.
− Highlight your familiarity with Internet research, software programs, social
media networking or marketing, office equipment, and communication
technology tools.
− Use expressions such as “proficient in,” “competent in,” “experienced in,”
and “ability to.”
− Showcase exceptional aptitudes, such as working well under stress, learning
computer programs quickly, and interacting with customers.
• If you have three or more awards or honors, highlight them by listing them under
a separate heading.
• If you have fewer, put them in the Education or Work Experience section if
appropriate.
• Include awards, scholarships (financial and other), fellowships, dean’s list,
honors, recognition, commendations, and certificates.
• Include campus, community, volunteer, and professional activities.
• Omit personal data, such as birth date, marital status, height, weight, national
origin, health, disability, and religious affiliation.
• Include hobbies or interests that might grab the recruiter’s attention or serve as
conversation starters.
• Indicate your willingness to travel or to relocate.
• Include references on a separate list.

− Ask three to five individuals, (instructors, current or previous employers,
colleagues or subordinates, and other professional contacts) to answer
inquiries regarding your qualifications for employment.
− Do not include personal or character references.
Creating a LinkedIn Profile

• Include the following information in your LinkedIn profile:
− Professional Headline
 A headline is a type of tagline or branding slogan, a short phrase that
sums up your professional self.
− Photo
− Profile
− Recommendations
Perfecting Your Résumé and Keeping It Honest

• Condense information into as few headings as possible to produce a clean,
professional-looking document.
• Use graphic highlighting techniques to improve readability: capitalization,
underlining, indenting, and bulleting.
• Look for ways to eliminate wordiness.
• Avoid deceptive half-truths and flat-out lies that may be illegal or that can
destroy a career.
Proofreading Your Résumé

• Proofread for spelling, grammar, mechanics, content, and format.
• Have a knowledgeable friend or relative proofread it yet again.
• One typo, one misspelled word, or a single grammatical error could eliminate
you from consideration.
• Because you will need to revise and customize your résumé many times as you
seek a variety of jobs, be prepared to write (and rewrite) it yourself.
Writing Improvement Activity
1. LinkedIn profiles often begin with headlines.

2. A headline is a type of tagline or branding slogan, a short phrase that sums up
your professional self.
3. Review some sample headlines on LinkedIn or in your textbook.
4. Create a short headline for LinkedIn profile.
13-5
Using Digital Tools to Fine-Tune Your Job Search
13-5 Using Digital Tools to Fine-Tune Your Job Search
(1 of 9)
Maximizing the Rank of Your Résumé
• The following techniques can boost the probability that your résumé will rank high
enough to qualify for review by a human reader.
− Include job-specific keywords or keyword phrases in context.
− Focus on nouns.
− Use variations of the job title.
− Concentrate on the skills section.
− Keep the formatting simple.
− Use conventional headings.
(2 of 9)
Showcasing Your Qualifications in a Career E-Portfolio
• The career e-portfolio is a purposeful collection of digital files and documents
showcasing the accomplishments of a students’ academic career.
• A professional e-portfolio may include a copy of your career-specific résumé,
reference letters, commendations for special achievements, awards, certificates,
work samples, a complete list of your courses, thank-you letters, and other
items that tout your accomplishments.
• An e-portfolio could also provide links to digital copies of your artwork, film
projects, videos, blueprints, documents, photographs, multimedia files, and blog
entries that might otherwise be difficult to share with potential employers.
(3 of 9)
• How Are E-Portfolios Accessed?
− Some colleges and universities make space available on their learning
management systems to host student e-portfolios.
− Academic institutions may offer instruction and resources for editing video,
digitizing images, and preparing graphics.
− A few popular commercial platforms for hosting student e-portfolios are
WordPress, Wix, and Weebly.
− Resourceful candidates may also simply provide employers with links to their
e-portfolios stored in Google Docs, Box, or Dropbox.
(4 of 9)
Expanding Your Employment Chances With a Video Résumé
• Video résumés enable job candidates to present their experience, qualifications, and
interests in video form.
• This allows candidates to demonstrate their public speaking, interpersonal, and
technical skills more impressively.
• In making a video résumé:
− Dress professionally in business attire.
− Keep your video to three minutes or less.
− Explain why you would be a good employee and what you can do for the company
that hires you.
(5 of 9)
How Many Résumés and What Format?
• Print-based traditional résumé should be attractively formatted to maximize
readability.
• A hard-copy résumé is useful:
− During job interviews
− For person-to-person networking situations
− For recruiters at career fairs
− When you are competing for a job that does not require an electronic
submission
(6 of 9)
• After preparing a basic résumé, you can convert it to a plain-text résumé so that
it is ready for e-mailing.
• Plain-text format contains only standard keyboard characters—no special
formatting such as bold, underlining, italics, and larger font sizes.
• To create a plain, minimally formatted résumé, save your basic résumé
document as Plain Text (*txt); then, open the converted plain-text file with Word
again.
(7 of 9)
• Create a plain-text document by following these guidelines:
− Use the default Courier font or select Helvetica or Arial. Don’t revert to italics,
boldface, and underlining, which could cause some scanners to misread
text.
− In your plain-text file, only capital letters will remain after the conversion. Use
caps for headings and to emphasize important words—but don’t overdo the
caps.
− Images, designs, tables, tabs, colors, and any characters not on a standard
keyboard will have disappeared. Do not reintroduce them into your no-frills
résumé.
(8 of 9)
− For bullets, use asterisks or plus signs.
− Use white space or a line of hyphens or equal signs to separate sections.
− If your original contained columns or tables, fix any jumbled text in your plain
résumé.
− Information placed in a header or footer may appear at the bottom of the file
after the conversion. Move your name and contact information to the top of
the page.
− Paste a copy of your plain résumé into an e-mail message and send it to
yourself to check its appearance and format. Also e-mail this embedded
version of your résumé to a friend to try it out.
(9 of 9)
Submitting Your Résumé
• Most organizations request one of the following submission formats:
− Word document
− Plain-text document
− PDF document
 A PDF (portable document format) is a file type invented by Adobe that
condenses documents while preserving the formatting and graphics.
− Company database
Knowledge Check 2
Fill in the Blank:
1. The ________________ is a purposeful collection of digital files and

documents showcasing the accomplishments of a students’ academic career.
2. ________________ enable job candidates to present their experience,
qualifications, and interests in video form.
3. ________________ contains only standard keyboard characters—no special
formatting such as bold, underlining, italics, and larger font sizes.
4. A ________________ is a file type invented by Adobe that condenses
documents while preserving the formatting and graphics.
13-6
Cover Letters—Do They Still Matter?
13-6 Cover Letters—Do They Still Matter? (1 of 10)
• A cover letter or letter of application is used to

− Introduce a résumé
− Highlight the candidate’s strengths in terms of benefits to the employer
− Gain an interview
Creating a Customized Cover Letter

• Regardless of its length, a cover letter should have three primary parts:
− An opening that captures attention, introduces the message, and identifies
the position
− A body that promotes the candidate and focuses on the employer’s needs
− A closing that requests an interview and motivates action
• Your cover letter will be more appealing if it begins by addressing the reader by
name.
• Try to identify the name of the appropriate individual on LinkedIn or by studying
the company’s website.
• You could also call the human resources department and ask the name of the
person in charge of hiring.
• If you cannot find the name of any person to address, you might replace the
salutation of your letter with a descriptive subject line such as “Application for
Marketing Specialist Position.”
• When applying for a job that has been announced, consider some of the
following techniques to open your cover letter:
− Refer to the name of an employee in the company.
− Refer to the source of your information precisely.
− Refer to the job title and describe how your qualifications fit the
requirements.
• If you are unsure whether a position actually exists, you might use a more
persuasive opening:
− Demonstrate an interest in and knowledge of the reader’s business.
− Show how your special talents and background will benefit the company.
Promoting Your Strengths in the Message Body

• Use the body of the letter to plug your qualifications for this position.
− Explain how your preparation and experience fulfill the stated requirements.
− Describe your strong points in relation to the needs of the employer.
− Discuss relevant personal traits.
− Refer the reader to your résumé.
Motivating Action in the Closing

• Conclude by asking confidently for an interview.
• Don’t ask for the job; to do so would be presumptuous and naïve.
• Suggest reader benefits or review your strongest points.
• Sound sincere and appreciative.
• Make it easy for the reader to respond by supplying your telephone number and
the best times to call you.
• Avoid expressions such as “I hope,” which weaken your closing.
Sending Your Résumé and Cover Letter

• How you submit your résumé depends on the employer’s instructions, which
usually involve one of the following methods:
− Send a short e-mail with both your cover letter and résumé attached (as a PDF
preferably, to preserve your formatting).
− Send your cover letter as an e-mail and attach only your résumé (as PDF, Word
document, or plain text).
− Submit both your cover letter and résumé by pasting them into the body of an e-
mail. Convert both to plain text with minimal formatting first, as described earlier.
− Print your cover letter and résumé on quality stationary and send them by U.S.
mail.
Final Tips for Successful Cover Letters

• Reduce “I” domination with the following techniques:
− Make activities and outcomes the subjects of sentences.
− Focus on the “you” view.
− Move phrases from within the sentence to the beginning.
− Strive for a comfortable style.
• Cover letters must look professional and suggest quality.

• Use a traditional letter style, such as block format.
• Print it on the same quality paper as your résumé.
• Proofread it several times yourself; then have a friend read it for content and
mechanics.
Class Discussion
1. Create list of all the questions and concerns you have about the following:
− Finding job listings
− Preparing application and interview materials
− Giving interviews
Class Discussion Debrief
1. As a class, use the lists you created to discuss your questions and concerns
you have about the following:
− Finding job listings
− Preparing application and interview materials
− Giving interviews

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Chapter 13

The Job Search, Résumés,

By the end of this chapter, you should be able to:

Using Technology in Your Job Search

Starting Your Job Search with Self-Analysis

Evaluating Your Qualifications

Preparing for Career Opportunities

Surveying the Big Boards and Beyond

• If you seek a job in a particular field, look for a niche site:

• Some organizations still list openings in newspapers online and in print.

Gaining an Edge with Mobile Apps

• To protect your personal data when posting on internet job boards:

1. Divide a piece of paper in half.

Building a Personal Network

• Three steps to establishing a network:

Searching for Jobs on Social Media

Building Your Personal Brand

• To develop your brand:

1. Pair up with another student.

• Résumés should be customized for every individual position.

Selecting a Résumé Style

• The functional résumé focuses on a candidate’s skills rather than on past

How Long Should a Résumé Be?

Organizing Your Information into Effective Résumé Categories

• Include a well-written objective, customized for the job opening.

• A summary of qualifications, also called a résumé summary or profile

• In the education section, you should include:

• Place your employment achievements and job duties in bulleted lists.

• List your special skills.

• Include references on a separate list.

Creating a LinkedIn Profile

Perfecting Your Résumé and Keeping It Honest

Proofreading Your Résumé

1. LinkedIn profiles often begin with headlines.

Fill in the Blank:

1. The ________________ is a purposeful collection of digital files and

• A cover letter or letter of application is used to

Creating a Customized Cover Letter

Promoting Your Strengths in the Message Body

Motivating Action in the Closing

Sending Your Résumé and Cover Letter

Final Tips for Successful Cover Letters

• Cover letters must look professional and suggest quality.

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