Tips on Going From Fired to Hired in Any Business Climate

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East Sandwich, Mass. — May 21
People who are out of work and looking for jobs would benefit from focusing on their audience — in this case the interviewer/employer — and asking themselves the question, “So what?”

“The competition is fierce,” said Mark Magnacca, author of So What? How to Communicate What Really Matters to Your Audience, “and those who are hiring want to be certain that the candidate can provide value to the organization. With so many candidates from which to choose, job seekers need to be able to stand out from the crowd.”

These principles also work for self-employed individuals and small business owners. “In today's unpredictable market, prospective buyers are being more careful about their purchases. You must land your key points and answer the 'so what' question with confidence, clarity and speed if you want to win more work and build new business opportunities,” Magnacca said.

“The reality is that the people you are trying to communicate with and sell yourself to don't really care about what you have to offer,” said Magnacca. “They will only start to care when they know how it will benefit them. If you challenge yourself and constantly apply a 'so what' filter to your thinking, you will catapult over your competitors and realize true success in what you do.”

While it may seem harsh for job seekers to hear that prospective employers don't care about what they have to offer, the basic message — focus on what's important to the hiring organization — can make all the difference. Job applicants should dig deeper than just learning about the company; they should understand how the company serves its clients or customers and develop an appreciation for what is important to those people.

If a prospective candidate can prove value in terms of how he or she can contribute to the company's success, that will make an impression on the interviewer and increase the chances of being hired.

‘So what’ thinking involves putting the needs of your audience first, no matter what the product or service is. According to Magnacca, the “so what” filter is like polarized lenses that can help job seekers and other business professionals see what others may miss, even if it's right in front of their eyes. In a tight job market, the candidate who can identify the needs of the hiring organization will have a definite advantage.

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