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Informational interviews are a key tactic to a successful job search and career transition. They:

• Provide a wealth of information about what it is like to work for a potential employer.
• Are direct paths to the hidden job market.
• Help us expand our networks and improve our networking skills.

How we conduct the informational interview—from the questions we ask, to how actively we listen, to the action we take as a result—is important for making the most of this opportunity.

Instead of: Hoping you do well or deciding to wing your informational interview....

Try: Preparing, using active listening skills, and making decisive next steps.

1. Start with someone who is easy to talk to. To practice informational interviewing, identify someone you can easily talk to. This could be a neighbor who works at a company you have always been curious about. It could be a parent on your daughter’s softball team who works in Human Resources. It could be a leader in your community who works in Marketing at a nonprofit. Choosing someone you feel comfortable speaking with also increases the chances they will say “yes” to your request for an informational interview.
2. Ask for the interview and provide the reason. A brief email can lock in your interview by making it easy for them to say yes: “Hi David, it was great seeing you at the BBQ! It was so nice that so many neighbors could make it. I would love to ask you more about your career and your role in marketing at (x organization). I am searching for a new position (or, I am making a career transition) and I am really curious about your organization and what you do there as I think about my next career move. Are you available on Tuesday at 12PM?”
3. Prepare thoughtful questions. Open-ended questions are a great way to gather important information when conducting your interview. Below are three questions that can help you learn more about your interviewee and the role they play at their organization, and provide you with feedback or advice from the individual:
   1. Tell me about what you do in your role as (x)?
   2. What is the best part about working for your organization?
   3. What feedback or advice do you have for me on how to apply to your organization if I see an opening?
4. Listen (actively) to the information you are collecting: Your active listening skills will provide you with invaluable data as you listen without interrupting and demonstrate your ability to reflect back what you heard as you conduct your interview. Actively listening to the information being shared also enables you to listen for cues so you delve into an answer further. The best part of active listening is that your interviewee feels heard – and valued. For example, “That is great to hear you feel so aligned with your company’s values and that you have an employee referral program! I am also really excited to hear that your organization does so much community work and has a focus on work/life balance for employees, which are things I am looking for in a potential employer.”
5. Take ACTION. Taking action after conducting a successful informational interview is twofold. The first part is formulating a decisive next step with your interviewee. For example: “Could I send you my resume and cover letter to pass along through your employee referral program?” Part two is ENSURING your interviewee knows HOW they helped. For example: “David, I really appreciate your time. I now have a really great understanding of your company culture and what you love about (x organization). The information you provided is very valuable as I look for my next opportunity. Thank you for the offer to send my resume and cover letter through your employee referral system when I see a job opening I am interested in.” Providing this key feedback to your interviewee allows them to feel as good as you do about how you (both) did.

Informational interviews help us make important career decisions with greater clarity, especially when we are job searching or want to move our careers in an entirely different direction. Preparing well for an informational interview, employing active listening skills, and sharing feedback with your interviewee on how they helped are key to taking a decisive next step, which just might be identifying who you will interview – next!

Whether you know it or not, YOU are a brand, and your brand is out there. It is found in what you have written and shared about yourself, from your resume, to your LinkedIn profile, to what you post on your social media platforms.

Learning how to build and communicate your brand allows you to drive your career with greater confidence and enjoy greater professional and personal success.

If you are having trouble shaping your brand and getting clear on how others are receiving it, asking people for help is a great way to start.

Instead of: Treating your resume and LinkedIn profile like a career laundry list....

Try: Infusing both with your personal brand and asking other people for input.

1. Look at your resume and LinkedIn profile with fresh eyes. Take 10 minutes to read your resume and LinkedIn profile. How confident are you about these go-to marketing materials? Do they really sound like you and reflect who you are professionally? However you feel (e.g. deflated, assured, or wondering just who IS this person??) know that it is tough writing about your unique set of skills and experiences, especially if it’s been years since you have revisited your resume. Reading what you wrote about yourself – however long ago – is not an easy task but is essential to understanding what your resume and LinkedIn profile are saying about your brand, and what action you need to take.
2. Determine what stood out. What jumped out to you after you read these through? For example, your resume might need updating since your current position isn’t listed, or you noticed that you are using more cliché buzzwords than keywords to accurately portray your skills. Or, maybe your resume is missing key accomplishments. Your LinkedIn profile might be incomplete, or, you have concluded you need to figure out how to write a winning headline. You now have assessed both how you feel about your portrayal of your career history and what needs work.
3. Collect information on how others see you. This step is NOT about asking: “Can you critique my resume and LinkedIn profile?” This can result in the gathering of large amounts of information from varying viewpoints, and potentially make things even more confusing.

   Instead, do this: Identify three people you trust and ask this question: “What do you take away when you read my resume and my LinkedIn profile?” Let these trusted individuals provide feedback based on this open-ended question. Take notes as you listen, and determine if it’s mismatching or is in line with what you have assessed about your brand. Gathering other people’s feedback about your LinkedIn profile and resume is great intel, since it arms us with words we can use to better describe ourselves, and others might remember something you accomplished or a skill you have that you have omitted that you can now include.

4. Take action. Now is the time for action. For example, you might ask one of these same people to write a recommendation for your LinkedIn profile. You might have more words that accurately represent your brand since you have taken notes from listening to what trusted individuals have shared about you. For example, instead of using words like “hardworking” or “dedicated” or “experienced” you might now be armed with new words that are a much better fit – and represent your brand – like “proficient” or “resourceful” or “entrepreneurial.” You might have been reminded of an accomplishment that is not on your resume.

Your resume and LinkedIn profile are always a work in progress – as is your brand. Whether you are job hunting or happy working for your wonderful employer, it’s always important to understand how you are representing yourself. Getting clear on how others are receiving your brand by asking for help is a great tactic to ensuring your go-to marketing materials sound like you.