This blog attempts to teach you how to apply the new rules of PR and marketing to your job search to successfully land the job you really want. Sometimes, it’s the subtleties about PR that make the difference – and they’re so subtle you barely recognize them as PR when reading these posts. Well, let me shout this one from the rooftops: This post is as PR as it gets!

Recently, I’ve seen tons of discussions about how to dress for an interview and how to make the best first impression with what you’re wearing. And unfortunately, I am seeing many really bad posts out there that give blanket advice to an entire country and all industries combined; often written by people who call themselves specialists. I should start by saying that you should never follow blanket advice, particularly not when it comes to dressing for interviews.

Let’s review the norm of how to dress for interviews that hopefully everyone has learned: Black, navy or charcoal suit, button-down white shirt, black, close-toed shoes, natural make-up, no perfume, hair styled conservatively, possibly tied back. And generally, if all else fails, these ARE the rules you want to follow. But because we are applying smart PR to our career search, we are smarter than just following blanket advice. We are learning how to customize!

So let’s take a closer look at dress code.

Fit In... not just your clothes.
The way you dress for an interview depends entirely on the industry you work in. If you are applying for a job in banking or pharma – yes, please follow the standards above. These industries are the most formal. If you are applying for a job in a conservative area and you can assume the people working at the company are rather conservative – yes, please follow the rules above more or less.

As a general rule, though, you should follow the industry-standard of how to dress ON the job. If the industry as a whole, or the company you’re applying for, dresses casual or very business-casual (as in “jeans”), step it up a notch. I would avoid going to an interview in jeans at pretty much all costs. But follow the rules of the industry, because….

PR RULE NUMBER ONE: ASSIMILATE!

Study your audience and do what it takes to appeal to that audience. The basis of every PR campaign is lots of research. You learn what your audience members are like, what they like, and what moves them – particularly what moves them to a change in attitude. The attitude change YOU are trying to accomplish is for the interviewer to go to loving you from simply being cognizant of you. So what do you do? YOU FIT IN! We’ve talked about this before: The interview is mainly there to establish if you fit in. You’re already qualified. So show them in every possible way that you know your industry (THEIR industry) and that you know how to fit in, down to dressing right for it. This rule pretty much rules out a black suit and a button-down shirt for A LOT of fields!

PR RULE NUMBER TWO: GO WITH THE BEST AVAILABLE!

As you are using your PR skills to get the job, they are using their PR skills to get the best hire. They probably don’t know that that’s a PR tactic, but they are doing it nonetheless. So how do you know you are getting the best candidate possible? How do you get the best possible guarantee of a candidate to truly be the best out of the whole pot? Simple: You are hiring someone who is currently employed. There’s a very simple mantra explaining that: If you are currently not employed, you can’t be THAT good, right? Someone would have already snatched you up. Well, we know that’s not necessarily true, but our psyche tells us otherwise. And you can like it or not, you will not change this way of thinking.

The Employed Get Hired.
As a matter of fact, I was talking to a hiring manager and she said she won’t even interview anyone who is not currently employed. Why? Because the unemployed are desperate to take ANY job and they will tell you anything to get it. She doesn’t trust them. I didn’t agree with her, but that doesn’t matter. So if you are currently unemployed, the trick is, once again: To cater to your audience.

If you are currently unemployed, do your best to look like you ARE employed. Don’t lie, but use your PR tactics to make yourself look like you are currently working. There are many facets to this concept; for this purpose we will focus on dress code, since that is the subject of this post. So let’s think for a second of how an employed person goes to an interview.

HOW AN EMPLOYED PERSON GOES TO AN INTERVIEW
When you are employed and you are starting to look for a different job, you will most likely not rub it into your current employers face. So your interviews are either after hours right after your work is over (and the other company is hopefully still open) or you take an extended lunch. (Or you lie and make up a reason for why you can’t come in.) The point is: You don’t have all day to go from looking like you do for work to looking like the perfect interviewee in black suit and perfect hair and makeup. You don’t have two hours in the AM to spend in front of the mirror; you have to get to work. So you will look the way you look to go to work. Well – guess what: That’s what people at that other company also look like! Of course that day, you put on slacks instead of jeans and a nicer shirt instead of your good old cotton. But the point is: You look like you are someone who is employed in the industry. Because you actually ARE! You fit in because you are ALREADY IN! Do these people get hired? YES! All the time! Because employers know they fit in.

What do we learn from this novel observation? If you want to make yourself look like you’re currently employed, you literally make yourself LOOK LIKE you’re employed! It’s THAT easy. Dress like you’re going to work. Nicely. You’re not going to be able to SAY that you’re currently employed, but you will LOOK like you are. And that brings you one step closer to fitting in – because you are subconsciously telling them you’re fitting in… without even using one word or your resume. Now, just doing that won’t get you the job… but at least you’re one step closer.

And now you always know how to dress without having a meltdown over your wardrobe. Don’t you love PR!?

Alright! Long awaited, here are my top 10 interview busters. Shall we get right to business?

Interview Buster #1: Not Knowing the Company
This seems to be a no-brainer, but knowing about the company extends beyond knowing who the CEO is. It’s always good to know the history of the company – but honestly, that doesn’t help you. It gives you a nice background on how they got started, and possibly on the company culture. But to answer what you know about the company, you should always focus on current news about the company. On trends in the industry and how the company is addressing them. It is a good idea to weave in good “follow up” questions about the company here and turn this into a conversation. Not knowing the company you’re applying to must be the worst thing to do wrong.

Interview Buster #2: Forgetting the Names of Your Interviewers
If someone takes the time to meet with you, to then possibly offer you a job to give you a lot of money, the least you can do is remember their name! If you happen to forget, just don’t mention their names. It’s really easy. You are talking to them, no need to mention their names. Ask for a business card in the end, and the name is right back.

Interview Buster #3: Talking Smack
Don’t talk badly about your current or former co-workers. Don’t talk badly about your current or former boss. Just don’t say anything negative at all. Keep it positive. If your answer contains a negative element, put a positive spin on it, explain it rationally and end on a high note.

Interview Buster #4: Not Asking Any Questions
In the end of every interview, the interviewer will ask you if YOU have any questions. Be aware that the interview is not over – this is part of your evaluation. You should always have SOMEthing to ask. During the conversation, all of your burning questions may have been answered, so have your standard questions ready. You should always have some questions. It shows you’re curious, you’re prepared and you have done your research (and have extra questions because of it).

Ideally, you want to connect your questions to something about the company to show you’ve done your research. You basically ask follow-up questions to given information.

The best advice I have ever received about asking the interviewer questions is to make them about THEM. Ask questions about how you can help THEM. What THEIR idea of the perfect candidate is, and what you can do to improve your work performance there. What can you do to assist them in the best way? What programs/software/techniques should you catch up on? Those kind of questions exhibit the willingness to follow, listen and help… and ultimately show that you care about getting this job.

Interview Buster #5: Talking About Personal Stuff
Whether it’s your kids, your boyfriend, your church service last Sunday, your last frat party… if you can, don’t mention any of it. There are several reasons for not talking about these things.

        First: It makes you look unprofessional. You’re not at the therapist’s. You’re talking to a professional                who is interested in your professional performance.

        Second: It might eliminate you from candidacy. Maybe they don’t want to hassle with someone who has         kids. Maybe they don’t like your religion. They will never tell you because you might sue them, but it is         a possibility. Most likely though, they won’t hire you for it because (see “first”) it makes you look                     unprofessional.

        Third: It makes you look distracted. Why are you talking about your last frat party when you could use         your time telling them why you’re qualified to do this job? Is this how you’ll present the company? How         you will talk to clients? To customers?

Interview Buster #6: Not Knowing the Proper Answers To Questions
Granted, there are no cookie cutter answers for most interview questions. But you CAN know the most commonly asked questions and prepare good answers. You CAN learn the concepts of why certain questions are asked and be prepared for them. So make sure that the answers you are giving aren’t just theoretically right, but that they actually reflect the answer expected of that question. Answer the question behind the question, and follow the right pattern.

Interview Buster #7: Showing Up Late
Not only should you not be late, you should be early. Being just on time is almost as bad as being late. Again, several reasons here.

        First: Whether you’re just on time or late, you’ll probably be exhausted from rushing to get there on                 time. You might be sweaty, have to go to the bathroom with no more time, be out of breath… there’s a             number of purely visual things that are just off for that oh-so important first impression.

        Second: If you’re late or just on time, you will have no time to talk to the front desk person. You didn’t         know you should be talking to THAT employee? Your interviewers will go to that person after you’re             gone and ask them what they think of you. So come a bit early, be natural, be nice, make some pleasant         small talk. Show your good energy!

        Third: If you’re late, you will not be hired for basically certain. If you can’t be at least on time for such         an important appointment, you cannot be trusted. Moreover, you show that this is really not all that                 important to you.

Interview Buster #8: Chewing gum
Yes, there’s a need to really mention this one. Particularly because you’re so concerned about your breath when going to an interview, you put gum in your mouth on your way there… and then you forget to take it out. Make it a point to take out gum before leaving the car… because you might not get a chance anymore after. A better alternative: Use breath mints. They just disappear!

Interview Buster #9: Not Bringing Your Materials
Ok, this is not exactly a buster, but it’s certainly a plus to not do this (oh my, there’s a double negative here!).
Come prepared with a notepad, a pen and a neat briefcase that contains several copies of your resume, your references and your portfolio. It’s ok to have your questions written down. It’s ok to take notes during the interview. Keep it light – you do want to make sure you maintain eye contact and stay focused. This is a technique, however, that makes you look smart. You know what to do in a meeting. You know how to take notes to remember everything later.

Interview Buster #10: Not Connecting With the Interviewer
There are several ways you can connect with your interviewer. If you can’t make a connection, they’re either not going to remember you at all, or they will have a neutral to negative impression of you. So how do you make that connection with a total stranger in a professional way while being nervous, you ask? Good question!

        Make some light small talk before starting the interview to set the mood light.

        Keep eye contact, but don’t stare! It’s easier said than done, especially when you have to think about                 what you’re saying. It’s easy for eyes to wonder.

        Be interested in your interviewer. Let me say this very clearly: This does not mean flirt with your                     interviewer! It means ask questions about their career, their career choices, their jobs, how your job                 would relate to theirs. Everyone likes talking about themselves. Remember to actually be interested in             what you’re asking.

        Give a firm handshake. Don’t hurt them, but do make sure your enthusiasm translates into your                         handshake.

        Keep a smile on your face and keep it natural. Don’t make forced conversation, don’t be nervous. Don’t         keep rambling. Be yourself – just be the best version of yourself. With a smile on your face and a sparkle         in your eyes!

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