Facing the camera on CNBC or sitting across from reporters at The Wall Street Journal can be intimidating for even the most seasoned business leaders. The methods used to coach executives for high-stakes media appearances can easily be adapted to a job interview because the goal is the same — to inspire confidence and to persuade your audience to buy in to your vision.
Following these steps will give you the upper hand when it’s time to take the spotlight in a job interview.
Step 1: Anticipate questions
A well-prepared CEO has anticipated nearly every question that a reporter will ask (and they have a standard go-to response for trick questions).
As a job candidate, anticipate those questions a recruiter might ask. Some are easy to predict such as: Why do you want to work here? What is your greatest weakness? Some other questions might be more specific to the role, while others are meant to judge how well you analyze problems. There should be few — if any — questions that you haven’t anticipated, especially ones which might raise a red flag: Why is there such a big gap in your work history? Why have you changed jobs so much?
Step 2: Create a headline
“The brain craves meaning before detail. Start with the big picture,” says author and scientist John Medina. In a job interview, the big picture is the hook — the one thing that you want the recruiter to know about you. A famous venture capitalist once told me, “Tell your readers to manage the email.” He meant that at the end of every pitch or job interview, the investors or recruiters will return to their computer and send an email to the rest of the team. What is the first thing that you want them to say about you? If you had the opportunity to craft the headline in an email about you, what would you write?
In one sentence answer the question: Why should they hire you? Be prepared to deliver that sentence at least once — and possibly twice — during the conversation. It will stick in the interviewer’s mind and might even make it in the email.
Step 3: Craft three supporting messages
Former Secretary of State Henry Kissinger had a famous response when asked how he prepared for interviews. He said, “What questions do you have for my answers?” In other words, start with answers in your back pocket and wait for the opportunity to deliver those messages.
Why three? In short-term memory, people can only remember three or four pieces of information. Your resume can list all of your credentials, work experience, and skills. But when you’re face-to-face, focus on the three most important skills or experiences that make you the best candidate for the job.
Step 4: Tell stories
For each of the three supporting messages, include a story or an example. I’ve written articles on the power of storytelling in pitches, presentations and marketing. In one article I explained the science that shows storytellers are “more attractive” in business. Storytelling applies to a job interview, too. After all, you’re pitching the most important brand of all — the brand of you. A list of credentials will not make an emotional connection with an interviewer, but they’ll remember a compelling story.
Step 5: Use video feedback to rehearse
In media-training, executives are grilled and recorded. The coach sits with the executive and together they watch and analyze the video. They listen for clear and concise answers. They eliminate filler words such as ‘um’ and ‘ah.’ And they correct irritating body language habits such as avoiding eye contact, fidgeting, etc. Video feedback is essential.
These five steps will set you apart in a job interview.
I once heard from a college graduate who entered the job market in a difficult economy. His friends—who had the same experience and degree — were receiving dozens of rejections. This person received a high-paying job on very first face-to-face job interview.
“How did you do it?” I asked? “What set you apart?”
“I practiced for eight hours,” he said.
“I had friends pepper me with questions. I was prepared for anything they could throw at me. After I landed the job, the sales director asked me if they could record me talking about their product to show the rest of their staff. They said I could explain the company’s product better than their own sales team.”
If you can articulate the company’s message better than people who currently work at the firm, you’ll grab their attention and make it more likely that you’ll get the job. Follow these steps and you’ll be better prepared for your time in the spotlight.