Crafting Your 30-Second Commercial (or Elevator Speech)

"So, tell me about youself..."

Copyright 2003-2010 G. A. Puleo

It's 8:00 AM on Monday morning and Alan has landed an interview for the job of his dreams.  The human resources manager begins the interview by smiling and offers him coffee.  Then she asks, "Tell me about yourself." 

Alan knew this question was coming, but he almost chokes on his first sip of coffee.  "What do I say?  What is she looking for?  Does she want a recap of my resume?  Or is she more interested in my professional goals and aspirations?"  Panicking, he mumbles something about how much he's always wanted to work for this employer and hopes that he will get the opportunity to do so. 

The silence is defeaning. 

The human resources manager knits her brows and moves on to another question.  Alan has an uneasy feeling that he's blown it. 

Does this scenario sound familiar?  Open-ended questions such as "tell me about yourself" are the cause of nightmares for many job candidates.  To turn this nightmare into a real-life dream requires preparation and practice. 

"Tell me about yourself" is best answered with your 30-second commercial or elevator speech:  a self-marketing commercial defining who you are, what you want and how you can benefit the employer.  The bonus is that not only does it answer this question in a job interview, but it's also a great opener when you're networking. 

Why Your 30-Second Commercial Is Important

The seemingly innocuous "Tell me about yourself" question covers a wide range of direct and indirect queries by the employer.  The direct questions need to be answered by describing your experience, accomplishments, personal characteristics and career objectives.  The indirect questions are "Why should we hire you?" and "How can you help us to succeed?" 

A thoughtful, well-worded 30-second commercial is detailed, but doesn't ramble.  It easily opens the door for the employer to ask more specific questions about why you are the best candidate for the job. 

By answering five simple questions with one or two short sentences, you can craft an effective 30-second commercial that will open the door to a successful, more enjoyable job interview. 

NOTE:  For illustrative purposes, the responses below are for an experienced transplant nurse seeking a management position in a hospital. 

Question #1: What are my career goals and accomplishments?

Define the characteristics of your ideal job including its duties, responsibilities, corporate culture and location (if applicable).  Identify your professional legacy for what you want to be remembered.  Now streamline this information into one or two short sentences that briefly explain your brightest career highlights AND how they mesh with your personal goals and beliefs. 

I have been an R.N. for the past 10 years and excel in the fast-paced transplant environment.  I am dedicated to providing personal care to both the patient and his or her family. 

Question #2: What personality traits enable me to realize these goals?

Critically and without modesty, identify your strongest personality traits presented in their most positive light.  For example, blind stubbornness leads to inflexibility, but can also result in tenacity and perseverance.  What traits do you use when solving problems?  How do you identify and maximize opportunities?  For what qualities have you been rewarded? 

I have strong nurturing and organizational skills as well as broad, hands-on knowledge of transplant care. 

Question #3: What accomplishment BEST represents how I use these personality traits to succeed?

This is the crux of your 30-second commercial.  It is of the most interest to employers because it offers proof of the skills that you say that you possess. 

Avoid rambling by using the P.A.R. approach:  what Problem did you see, what Action did you take and what was the Result?  Research what problems are currently being faced by your prospective employer, then craft a P.A.R. story about how you solved a similar problem in the past. 

Last year I organized and coordinated support groups for the families of transplant patients.  Over 90% of the families surveyed said that we provided valuable care that helped them cope with the emotional, financial and day-to-day stressed associated with organ transplants. 

Question #4: What am I searching for in a job?

This part of the 30-second commercial is often overlooked by job candidates.  By defining your ideal job before going into an interview, you can whittle down its most important characteristics into your top two. 

I am now seeking to broaden my knowledge of the psychological aspects of transplant care by working in a research capacity for an innovative transplant leader. 

Question #5: How can I immediately benefit the company?

This answers the employer's key consideration in the job interview, "What's in it for me?"  The purpose of the interview is to determine whether a job candidate can help the company achieve its objectives.  Research the employer's current position, opportunities and threats, then overlay your KSAs (knowledge, skills and abilities) to prove that you can uniquely help them to achieve these goals quickly, efficiently and effectively. 

Since your hospital is a leader in the innovative holistic view of organ transplants, I believe that my proven dedication, experience, organizational skills and creativity can enhance your efforts in this area. 

Click here for more on Selling the Sizzle in a Job Interivew -- our 40-minute webinar to help you shine in an interview.