March 7, 2010
Skip the middleman: Letters to the boss could get better results than résumés
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Special to NWjobs
Jean Parietti
Mark Hovind, CEO of JobBait.com, discusses value-proposition letters with job seekers at his weekly workshop in Auburn.
To increase your chances of getting the job you want, don’t send a résumé, a local career coach says. Instead, send a value-proposition letter.
Mark Hovind, president of JobBait.com, says that by sending only letters — and only to those who make hiring decisions, such as the CEO, president or owner — you can uncover “hidden” job openings.
There’s no need to use fancy adjectives or rattle off years of experience and education, Hovind says. A value-proposition letter simply quantifies, in dollars or percentages, what you can do for the employer.
“If you can’t measure it, it doesn’t count,” says Hovind, who began developing the value-proposition technique in the early 1990s. He says the method can work for everyone from janitors to executives.
Hovind, who has held positions from staff engineer to CEO, typically works with clients who command six- and seven-figure salaries. During this time of high unemployment, though, he’s also helping the average job seeker by offering free job-search workshops in Auburn every week.
Weekly workshop
Mark Hovind teaches free “Fierce Job-Hunting” workshops 3:30-5 p.m. Thursdays at White River Valley Museum, 918 H St. S.E., Auburn. For more information, visit jobbait.com.
At a recent workshop, Hovind explained the structure of a value-proposition letter, which should be “clear, concise and compelling.”
• Open with a question. Try something like, “Do you want to turn your Web site into a profit center?” Or, “Do you need a seasoned general manager?”
• In two or three lines, state what you do, how you do it and what the outcome is.
• Highlight your accomplishments — in measurable terms — in two or three brief bullets. Example: “Improved service response time 50 percent by implementing an e-mail request system.”
• Note why you are seeking a job and state your desired compensation level.
• Ask the decision maker to call you or visit your personal Web site (on which your résumé and other relevant information is posted).
Additional tips for writing value-proposition letters
Avoid phrases like “extensive career of progressive experience.”
Focus on recent accomplishments, or the employer may think your best days are past.
Use executive-size paper (7.25 by 10.5 inches) and limit the body of the letter to 150 words.
Start sending letters as soon as you’ve got an adequate version, but revise the letter as you send out more to hone your message.
Get feedback at Hovind’s weekly workshops.
Hovind’s workshops draw people from throughout the region and all walks of life. Many have tried traditional job-hunting methods without success, and they are eager to try something new.
After attending several of Hovind’s workshops, Kent resident Ivan Phillips is seeing some movement in his 15-month search for a construction-management job. Sending out 300 résumés netted just one response, but after mailing 65 value-proposition letters, Phillips got four responses.
“Three of them told me they were opening up jobs they hadn’t created yet,” he says.
Hovind says résumés typically don’t reach decision makers, which is why sending value-proposition letters to people such as company presidents, CEOs or owners (those who usually make the hiring decisions) taps into the hidden job market.
Eighty percent of available jobs are hidden, he says, meaning just one or two people at a company know that a job is being created or an opening is coming up. Once the word gets out, it spreads quickly.
“One person hears about it and tweets about it, and 1,000 people are lined up at the door,” Hovind says. “The objective is to get there before any of that happens.”
That’s why he recommends sending out as many value-proposition letters as possible. “It’s a numbers game,” he says. “It’s about being in the right place at the right time.”
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Karl Fischer on March 7, 2010 1:20 PM | Reply
Mark has opened gateways that are practical and possible. Since attending his workshop sessions I have clarified the path that I wish my career to take and hence am excited about it. The excitement alone has been worth the trip. I owe him a great deal.
cellingson on March 7, 2010 1:43 PM | Reply
I've attended and these workshops are great. Try something different and set yourself above all of the other job seekers. Send a value proposition letter rather than resume. Greater results! Thakn you again Mark and Cheryl!
Terry on March 7, 2010 8:07 PM | Reply
After being layed off and going through standard unemployment requirements, using the Work Source, Job Clubs, Job Boards, etc, I heard about Marks class and was skeptical. I attended his workshop and was amazed at what I heard his technique and ideas made more sense than anything I had seen or tried previously.
Mark and Cheryl provide detailed instructions on how to go about this process from start to finish. They have such passion and are extremely generous with their time and support. They are not selling a service – they truly are helping those of us that are unemployed and giving us a tool to find work in a much quicker way than the traditional job boards and networking techniques that have been offered to us in the past. Not only are they offering us their support in finding a job, but they are giving us the tools to find work that we LOVE! I would recommend this process to anyone looking for work
Larry Valente on March 7, 2010 9:05 PM | Reply
Here's another resources for those seeking employment opportunities in the job market. Mark Hovind from Jobbait.com show others how to do it themselves with many free valuable information to find those 80% hidden jobs. He is passionate and helpful with job-seekers and does not push his paid services. I personally know ...individuals that have use his approach and have secured a position with multiple offers with a salary increase from their previous position. If you want to set yourself above other candidates seek out Mark for help. Many thank you goes to Mark & Cheryl Hovind for your generosity with our value prop letters, pictures, videos, and website.
Aaron on March 8, 2010 12:26 AM | Reply
I too have attended Mark's weekly workshops and can honestly say that his method produces results. Like others, I also first attempted networking, applying online and cold calling only to end up nowhere. After following the advice that Mark gives in his weekly workshops I started receiving callbacks and some informal interview requests. Mark by far knows his stuff and to have him volunteer his time each week is an honor. If you are looking for an effective approach that yields results make time to attend one of Marks workshops and like he says “a miracle may occur," or the very least learn a new approach to landing a new job. I definably have a career plan in place now thanks to Mark.
Lesa Keller on March 8, 2010 8:25 AM | Reply
Mark is generous with his information and if you are in a job search - it is essential that you attend these meetings! Good job Mark!! Thank you!!
katherine moody on March 8, 2010 11:44 AM | Reply
This is such fabulous advice. The tip on a letter that just says what you can do for the prospective employer is so right on. It's about benefits (what's in it for the employer). A long list of adjectives and paragraphs about experience will usually makes people's eyes glaze over. It's what almost everyone does.
Follow this advice!
Ivan Phillips on March 9, 2010 11:33 AM | Reply
15 months out of work and Mark says “85% get a job in the first 90 days. My thoughts were who is kidding who! But since job boards, job searches and networking was not working, I thought give it a try what do I have to lose. It took a whole week to write a value letter, 2 weeks to set up my web page. Learned how to download data bases and badly mangled mail merge. My printer hates envelopes, and the taste of stamps, well food will never taste the same.
Was it worth it? In a recessed market of construction; 65 letters / 4 responses / 480 hits on my web site. 2nd mailing 292 letters/ 780 web hits / 2 responses. Four of the six responses where creating a new position that had not been advertized.
Yes it works I am one of the 85% with a great job.
Mark & Cheryl thank you for sharing your talents and time.
Dennis Buckmaster on March 10, 2010 9:35 AM | Reply
Mark Hovind and I maybe the only job finding consultants recommending direct contact to the hiring authorities.
It seems that many counselors and advise comes from the same
For years, the biggest challenge I've faced is getting job finders to realize the limitations of "networking" and what I call "5 Job Search Time Wasters".
Mark is "right on" about hitting employers' hot button.
Good job Mark.
Richard on March 11, 2010 10:41 PM | Reply
Mark's seminars are uplifting and give job seekers time-tested proven results. He has tested what he teaches and it is more effective than the other more-common resume and networking techniques.
Scottia on March 18, 2010 2:15 PM | Reply
Mark and Cheryl Hovind are god-sent. I knew from past experience that networking and job postings were not the way to approach a job search this time around, especially as I was wanting/needing to change industries. I just didn't know how to go about mass marketing myself. Mark's expanation on his website of using a value-proposition letter and website were invaluable. But, even more so was was the time and energy he puts in each week to explain the process in more detail, critiquing our VP letters, and helping us with database explanations, video shorts, and photo shots. And, he does this all for free. NOT ONCE has he solicited business for his own benefit. Had I known what I know now about a VP letter alone, I might never had been laid off. The information he gives is for anyone, employed or unemployed. Thank you very much, Mark and Cheryl.
Cat on April 13, 2011 8:26 PM | Reply
I think it is a good idea for those experienced people to try. For new graduates, it may be different.
Dianez on August 16, 2012 12:09 PM | Reply
I'd like to hear from someone who got a job using this method.