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Writing with a Branding Mindset

Written by John Suarez on . Posted in Blog, Résumé Writing.

A recent MFA graduate specializing in screenwriting has taken a job in the mailroom at Sony Studios. His undergraduate and graduate internships allowed him to work in several independent studios, largely in “gopher” roles that were heavily clerical in nature. The whole time he has been creating original work as well, earning recognition at a few film festivals along the way. 

Company policy requires him to stay in his current position for six months before looking around for other internal opportunities. April 2025 will be his sixth month. His father, a former client, recommended me to help him with this résumé. What they don’t know is that this is really a two-pronged branding challenge.

The first branding challenge is getting his experience framed the right way. This is a mental exercise.

The second branding challenge is capturing that framework on paper. This is a writing exercise.

The First Challenge

He is NOT a mailroom clerk who specializes in running errands, as his LinkedIn profile would have you believe. He is NOT an MFA grad whose contributions are limited to student-level assignments. He is, in fact, a talented script and production development professional with obvious writing talent who happens to have an MFA and work in the mailroom of a major studio. Big difference. The mailroom job defines what he does, not who he is.

The Second Challenge

Screenwriting has its own peculiar formatting rules. Since it is a writing medium, it makes sense to mimic some of those rules without coming across as too gimmicky. Space that is dedicated to articulating his real talent and career direction is space that does not have to account for the entry-level nature of the internships he held. The whole focus of the writing exercise is to boost his credibility as an industry talent. Fetching coffee for the production team does not qualify as a credibility booster. Notice the mailroom clerk job title is missing.

In other words, he is a writing professional NOW, not when the industry decides to give him a commensurate title. No studio in the country would consider him for even a minor project without seeing samples of his work, so a portfolio link is provided to give the reader a path for further exploration.

And the reason I’m sharing this with you is because many times a client will approach you to solve one problem (a résumé), when the real issue is actually something that has to be addressed first (branding). Anyone can write down a reverse-chronological job history, but is that really what we’re hired to do?

Along with a sample of the résumé I created for this client, here is a list of questions to help you apply a branding mindset to any future projects you might have. Reflecting on these questions will help you think critically about how to approach branding and résumé writing in a way that transcends job titles and focuses on true professional identity and goals.

 

  1. Reframing Identity
    • How can you (or your client) reframe your current job or role to reflect your long-term career goals and true professional identity?
    • Are you letting a temporary position define who you are, rather than what you bring to the table?
  2. Core Strengths
    • What are the unique skills and accomplishments that differentiate your client from others in similar roles?
    • How can you highlight things outside the current job to align with your career aspirations?
  3. Brand Perception
    • Does your branding (e.g., LinkedIn profile, résumé) tell the story of who you are professionally, or is it focused solely on where you are right now?
  4. Positioning for Credibility
    • How can you minimize space dedicated to tasks that don’t enhance your credibility (e.g., administrative or clerical duties) and emphasize your core talents?
    • Are you using industry-specific language to show your understanding of the field?
  5. Tailoring to the Industry
    • How can the formatting or tone of your résumé reflect the unique requirements and expectations of your industry, without becoming gimmicky?
    • Are you showcasing relevant creative work, such as linking to a portfolio or providing project examples?
  6. Defining the Narrative
    • What narrative are you creating about your career journey, and does it align with your ultimate goals?
    • Are you focusing on how your current experiences are preparing you for the future rather than emphasizing entry-level or unrelated duties?
  7. Presenting Work Samples
    • How can you provide access to your work (e.g., portfolios, links, or case studies) in a way that strengthens your professional story?
  8. Overcoming Misaligned Perceptions
    • What steps can you take to ensure that employers and decision-makers see your potential and not just your current job title?
  9. Understanding the Client’s Real Needs
    • How often do you dig deeper to uncover the true branding challenges behind a client’s request?
    • Do you approach résumé writing as merely compiling job history, or as crafting a persuasive story about a candidate’s future potential?
  10. Ongoing Career Development
    • What additional steps (e.g., networking, portfolio building, personal branding) are needed to support the career narrative you’ve developed?

 

 

LinkedIn’s Flawed Brand Can Boost Your Clients’ Profiles

Written by Don Orlando on . Posted in Blog, Career Coaching, Résumé Writing.

If you need more proof that most people don’t understand what a brand is and how to use it, consider LinkedIn.

Originally, LinkedIn offered a very powerful brand. They promised its members an efficient and effective way to use genuine networking to move their careers forward. For the first time job seekers could reach out authentically and directly to people and organizations who might need their skill sets on their teams.

But LinkedIn didn’t carefully consider the power of the words they use and the product they delivered. Consider the major headings. It should have been no surprise when members saw a portion marked “About,” they took that word literally. They filled up the space with information about their background. But what hiring officials want to know is how someone is going to make them money. Said another way, the “About” section should be a concise and commanding statement of a brand.

Let me use my own “About” section as an example:

“Rising, senior, and very senior executives worldwide who work with me rise above the frustrating business of applying for jobs. The best jobs seek them. I invite you to leverage my coaching and writing skills to win the career you’ve always deserved, get paid what you’re worth, and reduce career stress. We will go far beyond powerful résumés and cover letters. Think of me as your professional career advocate and confidant—the only one who understands your career needs at every level, the only one you can talk to with complete candor. Since actions are stronger than words I never send you to some faceless website…”

As you know so well, a brand is more than a set of specific actions readers will see that prove the author will add value to their organizations. A brand must also identify the market your clients are targeting. Because most readers have very short attention spans, I recommend your clients identify their market right at the beginning of their “About” sections. Since I work exclusively with senior executives, my first sentence is designed to let them know what they will read applies to them directly.

Your well-written “About” sections then expand upon the promises your clients make to future employers. Here’s an example from a client whose specialty is business development for companies supporting the government’s space programs:

“I cultivate a unique blend of leadership expertise, technical systems proficiency, and problem-solving skills at the intersection of federal processes and commercial technologies. These capabilities allow me to address and solve pain-points faced by companies leveraging future space technologies. Those often bring human and operational complexities. I own those challenges: making your vision irresistible to internal and external stakeholders. I lead your people to action – creating excitement and meaningful relationships that further propel your vision. It is my personal mission to advance our organizational goals while cultivating thoughtful relationships with those around me. When that happens, the greatest and most enduring benefit will go to those we serve and the people that make our organization great. I encourage you to email me any hour of any day or night at [email protected]. I promise a prompt reply.” 

LinkedIn continued their missteps by calling the next section “Experience.”

It should not have been a surprise that virtually every member copied and pasted a stripped down version of their usually ineffective résumé here. 

But experience isn’t a laundry list of companies and dates. There are people who don’t have ten years’ experience; they have one year’s experience ten times!

Useful experience shows our clients growing professionally over the years. While their employers’ names and the years they were with them provides context, success stories document how well our clients’ adapt—a vital capability in today’s world. Consider this example from the same client:

“In this position the challenge was as thrilling as the eventual rewards. Senior leadership tasked me to reassign portions of a key satellite program to new, external agencies amid a struggle for how we should grow and increase our resiliency. Of course, doubts arose from all sides. Would engineers lose key contracts? Would the Department of Defense lose services they relied upon? I listened—really listened—to their concerns. I made time to truly understand the goals…I found agencies made assumptions that weren’t solid. I carefully leveraged those missteps into advantages.…I promised every agency I would get them every critical resource they needed…they saw those new resources as the path to successful futures. …By leveraging the strength of each agency partner we formed a coalition. The program, stalled for two years, was soon back on track because I led us to focus on value, not obstacles.”

Your more powerful “About” and “Experience” sections make writing a commanding “Headline” (the text below your clients’ names) easier.

The “Headline” is your clients’ compact brand statement.

Thanks to you, your clients now have a powerful networking tool. You’ve told them networking cannot be hoping potential hiring officials will somehow stumble across their profile. Reinforce that with numbers: LinkedIn has more than 1,000,000,000 members! If only one one-hundredth of them are looking for positions your clients are seeking, the odds they will be found are one in a million!

Your clients’ networking will start to pay off powerfully when their brand is seen by people who find it useful and respond positively. They are found in LinkedIn Special Groups. Guide your clients to sift through the many thousands of such groups to find the few that will work best for them.

Here’s how it’s done.

Your clients can use appropriate keywords to find the best groups. Because the search function is not very precise, the number of hits will be large. These guidelines will help clients find the best groups for them.

  • Older is better. The best groups have been around a long time because they consistently offer networking value to their members.
  • Bigger is better. You want as many group members to learn about your clients brand as possible. That’s not very likely in a group that consists of fewer than 1,000 people.
  • More focus is better. The best groups have posts that are truly useful. Off topic texts never show up.

Because your clients need to be visible in these groups, it’s best to limit their participation to two or three at the most. Trying to produce content for lots of groups every week will be a distraction, not an advantage.

Have your clients apply online to help both them and the group. When they ask to join a group, a manager or administrator will usually respond. Your clients can show their skill at networking by promising to be a valuable member of the group. To do that well, they can ask the administrator or manager what the key issues are now.

Those ideas will drive the content that your clients post. And they can use the same content to post to their entire LinkedIn network as well as the members of groups.

Guide your clients to produce engaging content. Have them ask questions to start building relationships. Consider this post to a group supporting marketing executives:

“I suspect we’re all struggling to find ways to make AI tools as useful and powerful as possible. Given that AI relies so much on the large language model, I’m searching for ways to make our marketing messages truly authentic. In other words, I want our content to sound like people speaking to people—not like some distillation of text posted on websites. I’ve come up with some tentative ideas. But I’d love to bounce them off of other group members to see what their approaches are. That’s too important to be left to a series of posts. If this issue concerns you as much as it does to me, let’s talk about it. If you can suggest days and times I’ll work hard to align my schedule with yours.”

Once your clients have established strong relationships with other LinkedIn members, ask them to consider the next step: requesting recommendations. This has nothing to do with the idea of “selling oneself” many clients find uncomfortable. Consider this example:

“May I ask a favor please? Would you consider writing a LI recommendation for me? This has nothing to do with ego or vanity. Recommendations help me serve others. If you’re willing, once you’ve written your testimonial, please e-mail it to me. Be as specific as possible. I’ve included a brief guide to make the process easy. With many thanks for your time and consideration,”

I hope this article will help you deliver what so many clients really appreciate: you supporting them with value they never anticipated. Before you mentored them, many clients thought LI a useless time waster. After all, the networking invitations and emails  they saw every day were little more than sales pitches. 

Your guidance does more than introduce clients to new approaches. You’ll equip them to make networking easier, more productive, and a great deal more fun than they ever thought possible.

I Never Use the Term “Personal Branding” with My Clients

Written by Jay Block on . Posted in Blog, CEMP, CIC.

I get it. I was one of the first to suggest that, in reality, we are not resume writers or career coaches, but marketing professionals. We are like Madison Avenue marketing pros for job seekers, responsible for packaging and presenting a product (job seekers) in such a way as they win out over the competition. I get it – Personal Branding.  But I NEVER use that term with clients. 

 

Job description of a job seeker

Have you ever taken the time to write out a detailed job description of the average job seeker you work with? It would go something like this: 

 

A successful job seeker must have the following skills:

► Goal setting ► Strategic planning ► Competitive analysis

► Self-analysis ► Market analysis ► Self-motivation 

► Writing ► Editing ► Proofreading

► Word processing ► Social media ► Sales and logistics

► Self-marketing ► Communication skills ► Cold calling

► Networking ► Time management ► Research

► Stress management ► Overcoming rejection ► ChatGPT / AI

► Resume development ► LinkedIn ► Life/job search balance

► Interviewing ► Negotiating ► Distraction management 

 

I’m sure I missed a few. Now here’s the thing – the average job seeker hasn’t a clue how to confidently integrate these skills into a successful rapid employment process (job search). And most job seekers don’t possess some/many of these key skills, or are nowhere close to mastering them.

 

Bottom line: The process of getting a job is ‘beyond overwhelming’ for most job seekers. 

 

Simplification is an engagement strategy 

Let’s talk about Personal Branding: The idea itself is complicated enough for marketing professionals. I contend that if we were to ask 10 respected marketing professionals to define Personal Branding, we’d get seven different definitions. So I asked ChatGPT (Chatty) to provide me with a definition of Personal Branding. This is what Chatty told me:

 

Personal Branding refers to the intentional process of defining and communicating your unique skills, values, and image to create a specific perception of yourself in the minds of others, essentially “marketing yourself” to achieve career goals (or build a public reputation); it’s about consciously managing how you are perceived by others, highlighting your strengths and expertise to stand out in your field.

 

I then asked Chatty to simplify its definition. This is what it came up with:

 

Personal Branding is the process of creating and promoting a unique identity or reputation, in the minds of others, that reflects your values, skills, and personality to stand out and build trust with your target audience.

 

Even this is too complicated and ineffective 

Let’s return to the definition of a job seeker that I noted above. If you and I can truly appreciate and relate to the vast number of skills (many untaught and/or uncomfortable) required for job seekers to succeed, the last thing they need is a crash course in Personal Branding. They don’t even want to hear the term! Perhaps in its purest form it is. But for most job seekers, the idea of Personal Branding is hovering around a 10 on the Richter Scale – terrorizing, if not overwhelming.  

 

Job seekers need us to simplify the employment process, not complicate it. When we seek out and implement concepts and strategies to uncomplicate an already uncomfortable process, job seekers will become more proactive, encouraged, and engaged. Simplification is an engagement strategy to inspire your clients/students to take constructive action to secure ‘the right’ employment. 

 

Deliver, Generate, & Produce Approach

Below are two questions. Purely from a job seeker’s perspective, which question do you think will better resonate with them where they understand what they have to do implicitly, and are engaged to do it?

 

  1. Did you know that a job search is about selling yourself – Personal Branding? That said, are you ready to proactively create and promote your unique identity in the minds of potential employers, that reflects your values, skills, and personality – so you stand out and land a job?
  2. Did you know that landing a job is all about communicating what results you can deliver, generate, or produce for your paycheck? That said, are you ready to proactively identify what results you can deliver, generate, or produce that would get a company excited to hire you?

 

For me over the decades, it’s consistently been the latter.

 

Job seekers need to focus on communicating the results they can “deliver, generate, or produce” because employers primarily care about how a candidate can solve their problems, contribute to organizational goals, and/or add measurable value. While Personal Branding is important for creating a memorable and professional identity, usually for the long term, a job search is a short-term endeavor, so the focus must be on outcomes – delivering, generating or producing results… not creating a Nike-type brand image.  

 

Here’s why results take precedence:

 

  1. Employers focus on outcomes
  • Hiring managers are responsible for achieving specific objectives, whether increasing revenue, reducing costs, improving efficiency, or driving innovation.
  • Candidates who clearly articulate the results they can achieve directly address these concerns and demonstrate their value.

 

  1. Quantifiable results stand out
  • Results provide concrete proof of a candidate’s capabilities. Statements like “ignited sales by 18%” or “streamlined processes to save 13 hours per week” are more persuasive than general descriptions of skills or traits, or trying to create a reputation or image in a short block of time.  
  • Measurable achievements help differentiate job seekers in a competitive market.

 

  1. Resourcefulness
  • Communicating results highlights how a candidate has identified challenges and implemented solutions in the past, utilizing resourceful tools and strategies.
  • Employers view continuous professional development as a significant asset.

 

  1. Aligns with the employer’s needs
  • A results-oriented approach shifts the focus from the candidate’s personal story to the employer’s priorities.
  • Job seekers who align their value with the company’s goals are more likely to resonate with hiring decision-makers.

 

  1. Personal Branding supports the message
  • While Personal Branding can be integrated into the process, it’s most effective when it reinforces one’s ability to deliver, generate, or produce results.
  • It’s easier and more comfortable for job seekers to grasp and communicate the results they can deliver, generate or produce, than to grasp and communicate their Personal Brand. 

 

Where Personal Branding is best served in career coaching

In the short term, for the purposes of securing rapid employment, a job campaign that is centered on the results one can deliver, generate, or produce that a company would eagerly pay for, is the simplest-to-understand, most engaging, and effective method for job seekers to secure the right jobs at the appropriate compensation. 

 

In the long run, Personal Branding is a useful tool where career coaches can help their clients/students build a lasting and successful career by shaping how they are perceived within their industry or organization – over the long haul. It takes time to build a strong Personal Brand that establishes trust, credibility, and recognition, that creates opportunities for professional growth and stability. And a strong brand means the brand has a reputation for producing strong results.  

 

Coaching Personal Branding – for the long haul

 

First, Personal Branding highlights an employee’s unique strengths, expertise to produce results, and values, making them memorable and valuable in the eyes of employers and colleagues. By consistently demonstrating their skills and contributions, employees can position themselves as go-to experts in their field, increasing their visibility and desirability for advancement.

 

Second, a well-crafted Personal Brand fosters professional relationships. Employees with a clear and authentic brand attract like-minded peers, mentors, and collaborators, building a robust network that supports career advancement. Over time, these connections can lead to mentorship opportunities, new roles, and access to resources that enhance career trajectories.

 

Third, Personal Branding provides resilience in the wake of adversity and setbacks. In an evolving job market, employees with a strong brand are more likely to adapt and remain relevant. Their reputation as skilled, dependable, and innovative professionals makes them attractive candidates for new and emerging opportunities.

 

Finally, Personal Branding enhances job satisfaction. When employees align their Personal Brand with their career goals and values, they can focus on roles and projects that resonate with their passions and strengths. And this enriches their lives!

 

Summary

No, for the short-term job search process, I never use the phrase Personal Branding. I prefer the DGP (Deliver, Generate, & Produce) Approach. That said, for those people who are seeking to build a Personal Brand for the long haul, to not only succeed in their current roles but also achieve sustained career growth and fulfillment, this is where almost unlimited opportunities exist for career coaches in the area of Personal Branding.

 

Learn more about Jay’s approach in the CEMP or CIC programs!

What Differentiates You?

Written by Diane Hudson on . Posted in Blog, Career Coaching, CPCC.

I discuss branding in the Certified Professional Career Coach (CPCC) program. A strong identifying personal brand and value proposition statement can significantly boost job search opportunities. It is a platform for a strong career management plan. 

I ask my students to think about familiar brands, such as Coke, Mercedes, Target, and McDonalds. Some branded logos are very prominent in our minds. Using the concept that products are branded, people may develop a personal and professional brand to market their best qualities and qualifications for career management, including job search, looking at lateral moves, making career transitions, seeking promotions, securing new clients, or seeking a committee or association leadership role. 

When coaching my clients to develop a brand, I begin by asking many questions. Diane’s Query System is a critical career coaching proficiency – that, when mastered – will coach clients to new revelations in the career management journey. Questions are part of the intelligence collection process, exploration, and discovery. Asking pertinent, open-ended questions is a key skill in career coaching. In the CPCC program, I ask my clients to define their purpose, values, motivational factors, and goals. 

  • What differentiates you from others in your field? What makes you unique? What positive impact do you provide an employer? (Why does someone call you instead of the other experts in this field?)
  • Together, we make an extensive list of differentiating factors and their impact on employers.
  • What makes you memorable? (What is your passion; what makes people want to contact you repeatedly? What makes people want to hang out with you and listen to you?)
  • We brainstorm and list my client’s most memorable characteristics.
  • What makes you credible? (What is your track record? Where and what are the proof and metrics?)
  • We review my client’s track record for the past several years and list all the significant achievements. This also begins the story development process for developing the résumé, social media profiles, and the interview process. 
  • What makes you visible? (How are you more visible than your colleagues? What makes you different that puts you ahead of them?)
  • Looking at my client’s competition and colleagues, we compare essential and desirable traits by employers.
  • What value do you offer an employer? (This is a difficult question for many clients – as many people do not know how to answer it – but it must be addressed.)
  • I ask my client to describe the value he/she offers an employer, like saving money, making money, solving problems, team leadership, program launch, and more. What are the most compelling value statements? 
  • What is your area of expertise? What compels someone to call you? If someone calls you – and they ask, “Can you help me with _______________________?” (It might be about solving an issue concerning engineering, nursing, organizational development, addressing and resolving team dynamics, providing conflict coaching, providing guidance concerning leadership development, mediation, or legal matters. You might be an analytical person, a money-maker, or a decision-maker. You might be a subject matter expert in your field of expertise.)
  • I also ask my client to describe his expertise. We list all the times people (customers, leaders, competitors) call my client to ask a question. We create a list of themes and focus on the themes and patterns to guide the brand development
  • What does your brand stand for? (What are you an ambassador for? What is your personality – and how does that affect your brand?)
  • These questions help my client pull the lists and responses from all the above questions into one. From this conglomeration, we identify all the similar patterns and themes and prioritize them in order of significance and prominence to develop the brand statement.

Prominent products and services are branded to communicate their differentiators and attract customers and clients. As job seekers begin to define and design their brand via personal branding, I coach my clients to learn how to best communicate, articulate, and convey their individual value proposition—that differentiating factor. The value proposition is used on my clients’ résumés, social media profiles, interviews, and the job. It goes where they go, and it represents them. 

To solidify the branding statement and create an actual “branded” image in the minds of potential employers, customers, reviewers/recruiters/hiring managers, and human resources professionals on social media or on résumés, clients can develop branded logos or looks. They may use a specific color, picture, or logo on a résumé or social media platform.  This look, color, and feel should accompany the written brand and create a seamless look through all written materials. 

Literal branding is a mark that is burned or frozen on the skin (yikes). However, that visual can be burned into one’s mind—just like Nike, Apple, or Columbia are universally recognized brands. We can even just see a glimpse of these branded logos, and we can recall the brand.  

  • Nike’s brand statement: “To bring inspiration and innovation to every athlete* in the world.” *If you have a body, you are an athlete.
  • Apple: “To contribute to the world by making tools for the mind that advance humankind.”
  • Coca-Cola’s brand statement: “To refresh the world in mind, body, and spirit and inspire moments of optimism and happiness through our brands and actions.”
  • Disney’s brand statement: “To entertain, inform, and inspire people around the globe through the power of unparalleled storytelling.”

When writing the brand statement, avoid generalities and jargon. Instead, be specific. Offer numbers and impact/value. Include personality if appropriate, e.g., emphatic, emotional intelligence, wisdom, or other. Coach your clients to craft an indelible personal branding statement in the mind of the reader or hearer. 

The ultimate goal is long-term personal brand loyalty!

News from PARWCC!

Written by PARWCC Leadership Team on . Posted in Blog, Weekly Newsletter.

 

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There’s only one more opportunity to learn from the experts at LinkedIn about how to Rock Your Client’s Profile! Join us Wednesday January 29th at 1pm ET to learn best practices for clients in senior leadership and executive roles. Check your registration – each webinar is a unique code so a previous registration doesn’t automatically sign you up for the next one.

 

New LIVE trainings are starting soon so get your spots now! Certified Digital Career Strategist (starting Feb 24) with Robin Reshwan is all about LinkedIn and how to optimize your client’s experience on that influential platform. Certified Student Career Coach (starting March 6) with Dr. Natascha Saunders gives you comprehensive training to lead these valuable new professionals through their academic and professional careers.

 

You loved our partnership with LinkedIn – take advantage of our partnership with GALLUP. We have exclusive access to an incredible webinar on Feb 11 to learn how the CliftonStrengths assessment can benefit you and your clients. This LIVE ONLY session is hosted by GALLUP experts (and don’t miss their contributions at Thrive! 2025 either!).

 

Check out our “Things We Found Interesting” section below to see if what you’re feeling is automation anxiety and the top 5 leadership trends for 2025. Are your clients worried about a return-to-office mandate? Help them negotiate their way out of it.

 

Webinars and Sessions

 
Exclusive Partnership Events in January

 

Exclusive Partnership Events in February

February

 

Stay Tuned!

 
The Elite Circle Résumé Contest is officially closed for submissions. But take a look at last year’s Overall Winner, Roshael Hanna. Hanna’s résumé showcased a visually appealing and professional format with tailored content, quantifiable achievements, and polished language. Her work was showcased in our 2024 Elite Circle Résumé Winners book available in our bookstore. Stay tuned for 2025 winners – they’ll be announced live at Thrive! 2025 in Chicago.

 

Sharpen Your Tools

 

Develop strong information gathering skills as a crucial tool for navigating today’s uncertain business landscape. Using the anecdote of eating utensils, learn the importance of adapting to use the correct tools for each situation. In a world of rapid political and technological change, relying on outdated or biased information sources can be detrimental to business success. Cultivate a diverse network of information sources, including traditional and non-traditional outlets, to gain a comprehensive and nuanced understanding of the evolving business environment.
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New live trainings starting soon! Join renowned program directors Robin Reshwan and Dr. Natascha Saunders in comprehensive and intensive live sessions to gain powerful certifications. Certified Digital Career Strategist program starts Feb 24 and Certified Student Career Coach starts March 6 – these program fill up fast so get your spot now.
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Elevate Your Understanding

 

1:00 PM ET
Tues., Feb. 11

 

Strengthen your understanding of who you are and how you do your best every day. This learning experience will introduce you to your CliftonStrengths and how they can be applied into your role as a coach. You will learn strategies and techniques to develop yourself for personal and professional success. This is a LIVE ONLY webinar – reserve your seat now because this will not be recorded.

 
Register Here

Things We Found Interesting

 

Top 5 Leadership Trends that Will Shape 2025
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How to Successfully Negotiate Your Way Out of a Return-to-Office Mandate
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Maybe What You’re Feeling is “Automation Anxiety”
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Upcoming Live Training

 

New LIVE training starts Feb 24! LinkedIn has become an indispensable part of successful job
searches. That’s why becoming a LinkedIn expert will dramatically
improve the value you offer your clients by giving them the edge to
succeed in a crowded marketplace. Join this intensive 3-week series to learn the most up-to-date best practices.
Intensive LIVE training starts March 6! Set yourself apart by learning to incorporate vocational theories,
assessments, coaching strategies, empowerment techniques, and
cutting-edge technology tools into your services and student
interactions. Learn best practices to provide a holistic support system for your students’ career development in this comprehensive 4-week course.

 

 

            

 

Professional Association of Resume Writers and Career Coaches
204 37th Ave N,  #112, St. Petersburg, FL 33704
Phone: (727) 350-2218
Email: [email protected]
Website: https://parwcc.com

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News from PARWCC!

Written by PARWCC Leadership Team on . Posted in Blog, Weekly Newsletter.

 

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Gallup (the folks behind all those surveys) is hosting a special webinar for PARWCC about the CliftonStrengths tool and how assessments like it can benefit you and your clients. Grab your seat today and you’ll get a discount on this insightful assessment. This webinar will not be recorded so be there live!

 

Today only! The second “Rock Your Client’s Profile” session at 1pm EST today focuses on Mid-Career professionals. Learn directly from LinkedIn experts in this LIVE ONLY webinar for up-to-the-minute best practices to transform profiles, expand networks, and strategize for success.

 

Check out our bookstore for AI prompts, sample résumé books, and just added résumé samples. Over 200 pages of inspirational materials designed to increase your skills and opportunities.

 

How do you think AI affects the job market? Read the article from TechRadar in our “Things We Found Interesting” section below. Also learn how the job market has become more soul-crushing than ever – how are you helping your clients deal with it?

 

Webinars and Sessions

 
Exclusive Partnership Events in January

 January

 

Exclusive Partnership Events in February

February

 

Power Questions You Need

 

Ask powerful questions to gain valuable insights, make adjustments to your business models, and maintain a healthy balance between your professional and personal lives. Utilize a quarterly planning approach to identify your top priority for the year, focus on impactful actions that align with your purpose, conduct a mid-year mental health check, and learn from both successes and setbacks to fuel continued growth.
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Just Added: Resume Examples!

 

New product alert! We just added 200 pages of résumé samples to our bookstore. Spanning 37 different categories, this resource will provide inspiration and industry-leading tips to improve your writing game. Check it out!
Get Yours!

Meghan McCaffery

 

“Since joining PARWCC, my role as a career coach has been elevated to a new level. Not only have I made real connections with other coaches and résumé writers, but I’ve gained new skills and the confidence to deliver the results my clients desire. PARWCC inspires me to continue growing as a coach and making a greater impact.”
Meghan’s transition from nursing to Certified Professional Career Coach shows that career coaches and résumé writers come from all walks of life. She’s passionate about guiding professionals through career transitions and personal growth.

 

Thank you Meghan for bringing so much passion and purpose to the career coaching field!

 

Develop Your Thought-Leader Potential

 

Are you ready to be a thought leader on LinkedIn? Get all the insider tips on how to succeed from the LinkedIn experts themselves. Join us in Chicago April 27-29th to collaborate for the future of work and gain incredible industry insights, fantastic networking opportunities, and in-person knowledge development. 
Learn More

Last Chance to Learn Directly from the Experts

 

1:00 PM ET
Weds., Jan. 29

 

Get the last one! This exclusive, LIVE ONLY, webinar is the last in the 3-part series hosted by LinkedIn experts. Rock Your Client’s Profile focuses on senior leaders and executives in this intensive session showing you how to make your client’s profile scream “I’m a trusted executive!”. Sign up now because these webinars are NOT recorded.

 
Register Here

Things We Found Interesting

 

I got hired at Google and Meta as an average candidate by finding the ‘third door’.
Read More

Employees Navigate an Increasingly “Soul-Crushing” Job Market
Read More

AI Might End Up Creating More Jobs Than It Ends
Read More

Congratulations to new certificate holders! Thank you for your contributions and passion driving our industry to new heights. Find each other on LinkedIn and PARWCC forums to forge more connections and opportunities.

            

 

Professional Association of Resume Writers and Career Coaches
204 37th Ave N,  #112, St. Petersburg, FL 33704
Phone: (727) 350-2218
Email: [email protected]
Website: https://parwcc.com

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News from PARWCC!

Written by PARWCC Leadership Team on . Posted in Blog, Weekly Newsletter.

 

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Last chance! Sign up now for our first LIVE ONLY “Rock Your Client’s Profile” webinar presented by LinkedIn experts. This series will NOT be recorded so you have to be there!

 

Proud of your work? Show it off! The deadline for the Elite Circle Résumé Contest has been extended to midnight EST on January 15th. Submit your résumés and get recognized as an industry thought leader at Thrive! 2025 in Chicago (win big prizes too!).

 

The share of workers who quit their job in November fell from a month earlier: a sign of weakening in the labor market in a survey that otherwise showed relatively little trend compared with previous months. Check out the articles in our “Things We Found Interesting” section below to stay updated.

 

New speaker alert! Join us on the 23rd to learn how to coach neurodivergent clients into successful long-term employment. Discover the barriers these clients face as ‘hidden workers’ and how your coaching can serve as a liaison between them and employers.

 

Need a trusted and free source of information, industry leading reading, and essential professional insights? Sign up for the Gallup newsletters! PARWCC is launching a new learning center on an advanced platform. It is a slow roll out this week and next. Your credentials are the same but it will look and feel different.

 

Webinars and Sessions

 
Exclusive Partnership Events in January

 

January

February

 

Overcome Barriers for the Hidden Workers

 

1:00 PM ET
Thurs., Jan. 23

 

Career coaching for neurodivergent individuals is crucial in helping navigate the often complex and challenging world of employment. It provides tailored support to enhance strengths, develop strategies to overcome challenges, and build confidence to succeed professionally. As a career coach, having the knowledge to support hidden talent, such as neurodivergent individuals; is helping put inclusion into action. Learn how you can provide career support for neurodivergent talent and do your part in helping build a better workforce.

 
Register Here

Peer Discussions:
Coaching for 2025

 

Check out this recording! PARWCC’s Certified Professional Career Coach program has been updated. This discussion covers upgrading your website, prepping for job market changes in 2025, and a preview of some new features added to the CPCC program. Also take a look at PARWCC’s video library to catch up on any webinars, office hours, or sessions you’ve missed.

Break New Ground

 

Break new ground in 2025 by embracing 4 innovative problem-solving methodologies: Systems Thinking, Design Thinking, Blue Ocean Strategy, and Disruptive Innovation. By incorporating these methodologies, coaches can enhance their strategic planning, unlock new opportunities, and achieve greater success in 2025.
Read More
Executive Resume Mastery

 

Got a couple hours? Jump into a self-paced master series learning program! Two exciting courses on Executive Résumé Writing and AI for Career Services are available now.
Learn More

Things We Found Interesting

 

Hiring Surged in December
Read More

Recruiters Express Optimism for 2025
Read More

10 Game-Changing Job Search Tips Straight from HR Experts
Read More

Welcome New Members

 

Lisa Weiss Ahern: Excited to join the community! I live and work in New York City and I’m looking forward to earning my certification as a career coach.

Amanda M. Patton: I started my coaching career in education, providing instructional coaching in public schools. In 2023 I transitioned to career coaching, and am now pursuing my certification.

Mayumi Honda: Based in California, I am a career coach specializing in supporting Japanese professionals in their pursuit of overseas career opportunities.

            

 

Professional Association of Resume Writers and Career Coaches
204 37th Ave N,  #112, St. Petersburg, FL 33704
Phone: (727) 350-2218
Email: [email protected]
Website: https://parwcc.com

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News from PARWCC!

Written by PARWCC Leadership Team on . Posted in Blog, Weekly Newsletter.

 

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Are you registered yet? Join PARWCC’s exclusive partnership with LinkedIn for 3 exciting live-only webinars in January starting the 15th. These sessions focus on 3 client levels and are presented by LinkedIn experts for behind-the-scenes and up-to-the-minute best practices.

 

Frustrated by the hiring process? Here’s your chance to ask questions directly to an active recruiter/hiring manager. We will provide video answers to the top questions on our LinkedIn channel in upcoming weeks.

 

Proud of your work? Show it off! The deadline for the Elite Circle Résumé Contest has been extended to midnight EST on January 15th. Submit your résumés and get recognized as an industry thought leader at Thrive! 2025 in Chicago (win big prizes too!)

 

Big news from our administration team – we’re migrating to a new learning center! So if your self-paced program gets a little weird, please have patience as we get things transitioned over. Your credentials will remain the same for our shiny new system so stay tuned for more updates.

 

Webinars and Sessions

 
Exclusive Partnership Events in January

 

January

 

Discover What’s New

 

Get a Jump on Your Professional Development

 

Treat yourself to a professional holiday gift this season. PARWCC’s newly opened book store includes the winners from the last 3 years of the Elite Circle Résumé Contest and a just-produced AI Prompt Library.
Read More

What is Your ‘Why’?

 

Discover the importance of identifying a “Big Why” goal – the ultimate, emotionally driven reason behind career aspirations. Learn why setting specific, measurable, achievable, relevant, and time-bound (SMART) goals is insufficient without this underlying motivation. By focusing on the “Big Why,” individuals gain deeper intrinsic connection to their goals, increasing their resilience and commitment amidst challenges. This framework can be a valuable tool for career coaches to guide clients in identifying their core values and aspirations, fostering a deeper understanding of their career motivations beyond financial gain or job titles.
Read More

Deadline Extended to
January 15th!

 

Enter your work now to get recognized as an industry thought-leader at Thrive! 2025. The Elite Circle résumé contest is free to members and is judged by a panel of experts. Have your work recognized at Thrive! 2025 and win big prizes!
Learn More

New and Improved!

 

1:00 PM ET
Thurs., Jan. 9th

 

We’ve upgraded! Join CPCC Program Director Diane Hudson to launch our updated Certified Professional Career Coach program. In this engaging session, discover new materials and up-to-the-minute industry updates for our most popular certification program. There might be a sneak peek at our new Learning Portal – we’re in the midst of the transition so hold onto your patience as we work through all the hoops.

 
Register Here

Things We Found Interesting

 

Essentials: The Job-Market Frenzy
Read More

6 Ways the Workplace Will Change in 2025
Read More

Unemployed Office Workers are Having a Harder Time Finding New Jobs
Read More

            

 

Professional Association of Resume Writers and Career Coaches
204 37th Ave N,  #112, St. Petersburg, FL 33704
Phone: (727) 350-2218
Email: [email protected]
Website: https://parwcc.com

If you would like to unsubscribe: @@unsubscribe_url@@

 

 

PARWCC Press Release

Written by PARWCC Leadership Team on . Posted in Blog, Press Releases.

 

AI Can Lie—And So Can Untrained Career Coaches: Why Credentialed Professionals Are Vital in Today’s Job Market

This Year’s National Career Coach Day on January 8th shapes how you should think about the role of AI in a job hunt.

St. Petersburg, FL – January 1, 2025 – Artificial intelligence (AI) is transforming the way people find and apply for jobs, making it more important than ever to work with credentialed career coaches who can separate fact from fiction. On January 8, National Career Coach Day, the Professional Association of Résumé Writers and Career Coaches (PARWCC) highlights the critical role of its nearly 3,000 certified members in delivering expertise that technology – and untrained individuals – simply cannot provide.

“With AI tools becoming integral to hiring processes, job seekers face more misinformation and complexity than ever before,” said Margaret Phares, Executive Director, PARWCC. “And just like AI can generate misleading content, so can career coaches without proper credentials or reputable training. That’s why working with a certified professional is vital to ensuring clients receive accurate, impactful guidance.”

The Risks of Misinformation in Career Coaching

Job seekers often encounter challenges when relying on unverified information or advice from untrained career professionals, including:

  • Inaccurate Résumé Optimization: Without expertise, résumés may fail to meet ATS standards or align with job market demands.
  • Misleading Interview Prep: Unqualified coaches may offer advice that doesn’t align with employer expectations, leaving candidates underprepared.
  • Generic Career Strategies: Cookie-cutter approaches can harm clients’ chances of standing out in a competitive market.

Why Credentialed Career Coaches Can’t Be Replaced

Certified professionals provide trusted, proven guidance by combining industry-leading training with years of practical experience. Key benefits include:

  • Human Expertise Over Hype: Credentialed coaches bring deep knowledge of workplace dynamics, storytelling, and emotional intelligence that technology cannot replicate.
  • Tailored Strategies: PARWCC members use cutting-edge tools like ATS optimization software while focusing on personalized client goals.
  • Commitment to Excellence: Membership in PARWCC ensures adherence to ethical standards and continuous professional development that other organizations nor AI can quantify.

“Job seekers deserve more than generic advice or unreliable information,” added Mark Misano, MBA, CSCC. “They need a trusted and credentialed advisor who can deliver actionable insights, not just what an algorithm spits out.”

How AI Enhances Career Coaching

While risks exist, PARWCC members leverage AI as a tool to enhance, not replace, the human connection in career coaching:

  • Smarter Job Matching: Coaches use AI-driven platforms to connect clients with opportunities tailored to their unique skills.
  • Data-Driven Insights: Real-time labor market data helps clients understand in-demand skills and salary benchmarks.
  • Efficient Résumé Reviews: AI tools streamline the optimization process, giving coaches more time to focus on strategy and personal branding.

Celebrate National Career Coach Day

On January 8, National Career Coach Day celebrates the professionals who empower job seekers to navigate an increasingly complex job market with confidence and clarity. PARWCC-certified career coaches are leading the way, delivering a blend of cutting-edge tools and human insight to help clients succeed.

____

For more information about National Career Coach Day or to connect with a PARWCC-certified professional, visit parwcc.com.

About PARWCC
The Professional Association of Résumé Writers and Career Coaches (PARWCC) is the premier organization for career coaching and résumé writing professionals. Through education, certification, and advocacy, PARWCC equips its members with the tools and knowledge to excel in the ever-evolving job market while driving success for their clients.

Media Contact:
Margaret Phares
Executive Director, PARWCC
[email protected] 

 

The “Big Why” Goal

Written by Jay Block on . Posted in Blog, Career Coaching, CEMP, CIC.

My only goal in life is to be immortal. So far, so good.

It’s that time of year. The time of year when most of us are bombarded with advice about, and countless methodologies, to set goals. And before we move on, let’s be upfront and honest. Study after study reveals that a significant percentage of people who set goals and New Year’s resolutions, fail to achieve them. While specific numbers vary by study and population, here’s a general breakdown:

  • Only 40–50% of people set goals for a new year, or create New Year’s resolutions. 
  • By the end of January, nearly 25% have already abandoned their goals and resolutions.  
  • Less than 10% are successful in fully meeting their goals by year-end.
  • Of the < 10% who succeed, the attainment of their goals has little impact on their lives.

Why do well-intentioned folks set goals and then fail at achieving them? Once again, studies suggest the most common reasons for failure include: 

  • Setting overly ambitious or vague goals.
  • Failing to develop inspiring actionable steps and strategies.
  • Loss of motivation, where initial enthusiasm wanes.
  • Poor habits, a negative environment, and/or never-ending distractions.
  • Lack of accountability and/or no system to track progress.

The ‘Big Why’ goal

I believe there’s an explanation that supersedes the bullets above. I call it the Big Why goal.  The Big Why goal represents the ultimate benefit we attain by achieving it. Joe’s Big Why goal is to land a better job, not just to earn more money to pay the bills, but for his family to live an extraordinary life. The Big Why goal has a deep emotional connection to attaining it. Then, all other goals Joe sets are in pursuit of his Big Why goal – an extraordinary life for his family.

As 2025 starts anew, it’s a good time for you, and your clients/students, to ponder your Big Why goal, so that when accomplished, it would make 2025 one of your best years ever. It’s the perfect time to start over, set new goals, and pursue all those things and experiences you want and deserve in the coming year. Yet, most people are throwing together a bunch of ‘I hopes,’ and leave it at that.  In other words, they are setting goals, but they have no deep intrinsic connection to them.  

They don’t ask:

  • Why am I setting these goals?
  • What will achieving my goals do for me and my family?
  • Who will I become as a result of achieving them?

My contention is this: If we know our Big Why goal, all other goals and resolutions we set will support it. Without a Big Why goal, most goals and resolutions we set will fall to the wayside at the first uprising of adversity, resistance, or distraction.  Or we’ll end up settling.   

The Big Why goal is like a magnet that draws us toward our ultimate desire. It’s a deeper, emotional desire than ordinary goals. As you would do anything for your child, you’d do almost anything to achieve your Big Why goal. It’s easy to see that without a Big Why goal, less than 10% of those who set New Years’ goals and resolutions fail to achieve them.  

You only need to think ‘1’ thing

Have you ever attended or participated in a half-day or full-day goals workshop? I have – many.  Here’s what happens. You spend quality hours and positive energy pondering and brainstorming your goals in many different categories: personal, financial, vacation, health, family, adventure, spiritual, professional, things I want to buy, and stretch goals for the coming year. Usually you’d select 10 to 12 varying categories. 

Once you’ve selected your categories, you then select the 3-5 most important goals in each category that you really want to achieve. You write them down, put a date you want the goals to be achieved by, and jot down a preliminary paragraph (or two), which is the beginning of a more comprehensive action plan that you complete at home.

At the end of the day, you pack up, leave the workshop, and go home totally drained. Ultimately, you forget them all. Your brain is fried, overwhelmed, and confused. You wake up the next day and feel like you never went to sleep and pulled an all-nighter. Totally spent. The last goal setting workshop I attended, I had 10 categories with 3 goals in each category. That’s 30 goals, 30 dates to keep in mind to achieve all 30 goals, and some semblance of 30 action plans on how to achieve each of the 30 goals.  

 

These were great workshops led by highly respected professionals with well intentioned outcomes for their participants. But here’s the thing – our brains can’t focus on 30 goals. It can’t focus on 12. Actually, it has trouble handling 2 major goals. But the good news is… the brain can easily focus on, pursue, and achieve 1 Big Why goal.

The Big Why goal question 

Think December 31, 2025. In fact, take a trip into the future and envision yourself at the end of 2025 – 12 months from now. Before you begin whatever process of goal setting you practice, you must first identify your 1 Big Why goal – that will then drive all others.  

Here’s the question you ask to determine your (and your job seekers’) Big Why goal:

If you could identify and achieve just 1 outcome by the end of this year, that would SIGNIFICANTLY ENHANCE THE QUALITY OF YOUR LIFE – and that YOU WOULD COMMIT TO… what would it be?”

It takes courage to ask this question

This is not an easy question to ask, because it makes us vulnerable to the inevitable – self-doubt, rejection, and resistance. In fact, vulnerable to the primary fear – ‘What if I fail?’

And the HOW is missing. This is why most people won’t ask this question, because they need to know how they will succeed before they know the deeper, ‘why do you want to succeed?’ Why do you really want to go to the moon? Why do you really want the right to vote? Why do you really want to reduce emissions? Why do you really want a better, more rewarding job?  

When we know our Big Why goal, the how always shows up – “where there’s a will (the Big Why) there’s a way (the how). It’s a Big Why goal that creates a determined and resilient mindset. 

Commitment 

Ah, this is where the rubber meets the road; where the heart meets the test of commitment. As noted previously, the following questions are important when seeking to identify your Big Why goal:  

  • Why am I setting these goals?
  • What will achieving my goals do for me (and my family)?
  • Who will I become as a result of achieving them?

When your Big Why goal is truly exciting and compelling, your mind in concert with the minds of others around you, will find a way to achieve it. It’s a commitment you make to yourself. Your Big Why goal is so magnetizing, you won’t back down under duress or adversity. Quitting is not an option and settling is unacceptable. And all other goals and resolutions that will be set, will be set, primarily, to support your Big Why goal.

5 real life examples:

“If you could identify and achieve just 1 outcome by the end of this year, that would SIGNIFICANTLY ENHANCE THE QUALITY OF YOUR LIFE – and that YOU WOULD COMMIT TO… what would it be?”

Joseph B.

“To relocate to a less expensive state and secure employment there, so my family can live a higher quality, less stressful life.”

Kelley O’

“To be cancer free by Christmas.” 

James Q.

“To stay happily employed, and replenish my kid’s college funds.” 

Milly C.

“To hire a career coach in the Denver area so I can land a new job there, so I can relocate to be close to my grandchildren.”

Jay Block (as I turn 73)

“To be alive, energetic, and healthy.”

 

And yours?

How Can You Break Ground in the New Year?

Written by Angie Callen on . Posted in Blog, Business Development.

Happy 2025! We made it! 

We’ve reflected, renewed our commitments, and set new goals for the coming year, but I have one more challenge to throw at you as you plan for the next 365 days of business growth. 

  • How will you innovate this year? 

Goals are great, but pushing yourself is even better. We’re really good at setting safe goals – ones we know are doable or just so barely out of reach they might as well be doable, and this year I’m challenging you to set a BIG HAIR AUDACIOUS one that requires you to approach problems and business differently. 

Luckily, I’m here with a few ideas on how you can redefine your approach to business growth and challenges to unlock new opportunities in your coaching and writing practice – all by thinking just a little differently!

Meet: Systems, Design, Blue Oceans, and Disruptors. 

These are four problem-solving methodologies that you can apply to business to reveal new potential. It’s quite possible you already naturally gravitate towards one of these, but knowing your strongest approach to problem-solving can help you intentionally look at things with a new lens. 

Here’s some food for thought: 

Systems Thinking

Thinking about the whole. Systems thinking is about taking a big picture look at the broader impact of a decision or a solution. In other words, everything we do in our business is interconnected, so looking at downstream impacts can be beneficial.

The same goes for our clients, where we often work to address more than an immediate concern by understanding how various elements of their professional and personal lives interact. 

For instance, when a client struggles with work-life balance, you might explore how their job demands, family commitments, and personal interests intersect and define the parameters of their search. This approach allows you to suggest comprehensive solutions that could involve setting clearer boundaries or adjusting work hours, thus creating a more sustainable balance.

How can you do the same in your business. If you add a new service line, how will it impact your other high-revenue offerings? Will it help you build capacity or cannibalize a strong revenue generator? 

Looking at your business as a system, instead of the ad-hoc, “hey, maybe I’ll try this today,” can add a layer of intentionality that drastically changes future possibilities. 

Design Thinking

Thinking about the human. This is the one I gravitate towards and will likely resonate with many of you who have gone through Build Your Business where we focus on developing solutions to meet a specific problem. 

Design thinking focuses on human-centered solutions, which is a perfect match for client-focused services like coaching. This methodology encourages you to empathize with your clients, define their core challenges, ideate solutions, and then see how those solutions resonate with the goal audience. 

If you’ve never sat own and evaluated how your offerings align (or don’t!) with the audiences you specifically want to serve, this is a great exercise for you. It’s kind of like tailoring a client’s résumé to the job at hand: present a clear value proposition that solves a problem. 

Yep, it applies to you, too! 😉

Exploring Blue Ocean Strategy

Create a new space. Imagine stepping away from a fiercely competitive market (“red oceans”) and to create or discover your own uncontested market space (“blue ocean”). 

For a career coach, this might mean identifying a niche such as helping clients transition into non-profit careers—a less saturated and highly specific market; it could also mean specializing in government résumés or helping teachers transition out of the classroom, but it doesn’t just have to be a niche-specific strategy. 

They sky is the limit – and you’ll push your creativity – when you start thinking about what makes you unique in our space and how you can leverage that to be different, in a great way. 

I don’t know about you, but I like being different!

Innovating with Disruptive Innovation

Think about the next big thing. Disruptive innovation involves integrating new technologies or approaches that fundamentally change how a service is delivered. This could be everything from using (or developing) technology to assess, track, or monitor job-search related data, or it could be a proprietary framework you’ve created to help a client discover the goals for a career change. 

Where can you innovate? Just because everyone else isn’t doing it (yet), doesn’t mean there isn’t a market for it, especially if you create it!

This is an area where I’m particularly excited to push in 2025 [teaser?]! 

One of the most fun things about being an entrepreneur is the ability to create, try, fail, try again, and see what works. Why limit yourself? Having autonomy and freedom are two of the reasons we all started businesses, so don’t force yourself into a box! 

Step outside of it and have fun this year. 

As you reflect on these methodologies and their potential applications in your business, consider how you can incorporate them into your strategic planning for the coming year. Challenge yourself to think differently, not just in terms of what you offer but how you approach the very problems you aim to solve.

You never know what “next big thing” will come out of that brain when you workshop in new and innovative ways.

Here’s to a great year!

Your Friend and Coach, 

Angie Callen, CERW, CPCC, CPRW

2024 Reflections

Written by Diane Hudson on . Posted in Blog, Career Coaching, CPCC.

It is time to review the past year as we enter the New Year. Instead of making New Year’s Resolutions – think about the accomplishments and activities from the past year upon which you can build in 2025. 

I look at four primary areas for this evaluation/inventory of business success, as well as any changes needed. In proper coaching form, I will pose several questions to help you evaluate your career coaching business, whether as a solopreneur or within a career services office/center:

  • What went well?
  • What did not go well?
  • What are the gaps?
  • What were your personal successes? 

These four areas will help you identify how to adjust your business, collaborate better with your clients/client population, create new goals or adjust goals, and/or shift operations within a career services office. 

Begin by making a list of the primary areas of services and products. From this list, determine which services and products made money and which services and products reduced income or caused frustration for clients (or you) in the past year. Also, consider time, not just costs:

  • How much money did you invest in advertising, website management or development, office equipment and supplies, professional development including education/training/certifications/conferences (including travel), administrative support, bookkeeping and accounting, sub-contractors (1099) or employees (W-2), medical insurance, legal services, 401K/retirement savings, credit card processing, bank fees, rent or mortgage, Internet, smart phone, business loans, liability insurance, utilities, business entertainment, car lease/or expenses, and other specific expenses your business requires? Did you save for taxes?
  • Which services and products created the most significant income/Return on Investment (ROI)? 
  • For example, did you sell more résumés or more interview coaching packages? 
  • Do any of your services cost you money (e.g., a sub-contract résumé writer who received a percentage of the fee you charged the client)? If so, how much? Subtract the expenses from your income – that is your ROI. 
  • Are there ways to cut expenses? Like switching from a personal bookkeeper to QuickBooks or a similar product or comparing the cost of insurance or Internet providers to see if one might be less expensive.
  • Do you need a bookkeeper and a virtual assistant? Can one do both jobs?
  • Do you need a website manager and a branding expert? Or can one do both jobs? 
  • Did you pay for advertising? What was your ROI after paying for the advertising or funnel campaigns? Does the money need to be reinvested in the same advertising or shifted to a different advertising or marketing program? 
  • Is there a product or service that is burning you out? If so, is it a top money maker? If it is not a top money maker – maybe it is time to retire that service or product. If it is a top money maker, you might consider hiring a sub to work on projects that burn you out. 
  • Did you experience any crises or circumstances that were unplanned or caused business troubles? 
  • What did not go well? Can you adjust these areas? For example, oftentimes, new businesses take on any client population to generate income. If you enjoy working with college graduates and you find yourself working with mid-level professionals, you may want to reevaluate. 
  • Are you comfortable coaching mid-level professionals, or do you need to niche your coaching services to only one client population? For example, a new In-n-Out Burger opened in Boise this week. The lines were hundreds of cars long. Their long-term success comes from specializing in one thing: burgers. They have not diversified – like other establishments that offer burgers, chicken, ribs, salads, etc. The same goes for Chick-fil-A. They serve one thing: chicken. Each company specializes, and they each do it well enough to be long-lasting, growing, and popular. 
  • Did you end up with an unexpected, substantial tax burden at the end of the year? If so, congratulations! – that means you made a lot of money. However, it also means that you need to save 30% of every dollar, no matter what, to be prepared for such contingencies. 
  • Figure out how many hours a week you are working and compare that to your income. Are you making an adequate salary / hourly wage – or did you find that you worked 80s per week only to make $10 an hour?

The overall inventory of your products, services, and programs that went well in 2024 and things that did not go so well should expose any gaps, e.g., the need to save money for taxes and contingencies; adjust funds for advertising into another area; consider niching the client population; decide only to write résumés, provide interview coaching, provide job search coaching with an action plan and assessment tool; and more. 

For Career Service Centers and Solopreneurs: 

  • Take an inventory of the products and services that worked for your clients. Did you offer too many products and services, which may have overwhelmed them? 
  • Did you offer enough services and products to ensure career management success?
  • What requests do you receive the most, e.g., résumé writing, assessment testing, interview coaching, onboarding planning, salary negotiations, career direction, LinkedIn profile writing, etc.? Keep an ongoing list to determine which products are the best to provide. 
  • Do you need to develop specific tip sheets or guides to assist your clients in their job searches?
  • Have you worked with your team to create systems to ensure clients return for sessions and complete homework? 

One way to help determine client career success is to send a survey and ask about progress. Questions may include:

  • What services did you receive from our office?
  • How many résumés did you circulate?
  • Where did you circulate your résumés? 
  • How did you engage in networking?
  • How many interviews did you engage in?
  • How many offers did you receive?
  • Did you receive a promotion?
  • Did your salary increase?
  • Did you attain your career and work-life balance goals? Describe?
  • How would you adjust your career management action plan for the next job search?

Personal Accomplishments

In good coaching form, don’t forget to congratulate yourself on a job well done. Identify the goals you attained in 2024. Look back and see how far you have moved forward. Even if it is baby steps, it is progress. 

  • Did you make more money? 
  • Did you implement a new program/product/service for your career services offerings? 
  • Did you complete a training or certification?
  • Did you obtain a new degree?
  • Did you check off your goals to see how much you accomplished from the year before?
  • Did you have a new baby? Get married? Have a grandchild? Take a bucket-list vacation?

Give yourself credit!

In 2025, reflect on 2024. Conduct a thorough inventory of your company or career services office. Identify the best of the best and eliminate those that do not work well, are less profitable, or cause burnout. Create your action plan to adjust your services for 2025 and beyond—and add in new ideas like writing a book or starting a podcast and personal goals like getting fit or saving for a bucket-list vacation. 

I wish you a New Year filled with career success, health, happiness, and prosperity! – Diane