In any job search, and indeed, any business, an understanding of convergence will help you to contrast yourself from the “competition.” Potential employers or potential clients need to understand how you are different, but they will make decisions based on perceptions that you are a better fit for their needs, or a better value for their budget. To stand out, you need to explain your Unique Value Proposition, and start building your personal brand in alignment with it. This makes it clear where their needs converge with your own. This point of convergence is your potential point of agreement. I’d like to share the approaches I have taken, and open up a conversation about how to differentiate yourself from competitors.
When it came time to put some names to things, I began researching potential site names, to make sure that I could contrast myself against others trying to reach the same market. I followed the advice of several well-known bloggers and began by searching for preferred names and seeing which ones were already taken. Then I searched on terms that might mean something similar, but were not taken.
Then I combined related terms to come up with a new semantic term that did not have any results or competition. This is called working from the “long tail.” The idea is that by creating a convergent idea and a new term to go with it, you can stake out some digital claim to use of the new terms, and work to connect deeply with a smaller market. This was the case for “higher ed life coach” and “higher ed career coach” in July 2009, so I moved ahead on registration.
I had already eliminated many options because they were already taken, or seemed similar to names that already existed. I would have loved to use the words “college” or “student affairs” in my site names, but most of the good names were taken. I thought about other terms that might be appealing and settled on “higher ed.” This made sense because it was not well-worn digital ground, and because few people outside of the career field referred to the field as “higher ed,” instead using the terms “university administration” and “faculty” to describe working in the field. For all the great terms related to “college life,” they seemed to be locked up by admissions advisors, and people trying to sell lifestyle merchandise to college students. So, while it may have seemed boring to many, I chose titles that described my target audience and what I hoped to do.
I won’t claim to be the only person working in higher education that can provide solid career advice. I read other blogs, including Mama PhD, Eric Stoller’s Blog, Insider Higher Ed, Higher Ed Jobs, BreakDrink, On the Go with Ed Cabellon, and many others. I won’t claim to be the only life coach or career coach working with college students and higher ed professionals. There are many others out there doing the same things, and who have been doing so for many years.
I will say that I believe myself to be the first person with a national brand premise based on providing these types of services primarily for higher education audiences. I say this because I did the research for quite a while before betting my career on it. My brand premise and the promise that comes with it is unique, and in describing it in the way I did, publicly and as early as July 2009, I opened up a new niche in both the coaching industry and in higher education, by creating a new sector called higher ed coaching. I’ve been providing advice and coaching services under these brand names since 2009, and gaining ground. I won’t claim to have universal appeal, but readership has been climbing steadily, and my network has been growing. It’s clear that I am on to something.
So clear in fact, that I’ve been identified by some as a promising player in the coaching industry and in higher education, and by others in both fields as a threat to the status quo. I’ll explain more about that as it becomes necessary and appropriate, but for now I want to concentrate on the Unique Value Proposition of this site, its brand promise, and the services and programs that go with it. I’m not really concerned with what others are doing. There’s room on this stage for many players and I believe in improvisation and cooperation. I also believe in the unique nature of what it is I am trying to do, and in my motivations for doing them.
My name is Sean Cook and I am the original and only genuine Higher Ed Career Coach™. It is my personal coaching brand, and is supported by web properties and coaching programs and services that support my personal brand. I am solely responsible for the content of these sites, and not affiliated with any other corporation or individual coach or consultant, unless you read a specific disclosure indicating otherwise. Higher Ed Career Coach™ is my personal brand.
The Higher Ed Career Coach™ brand is…
An Outsider brand, based in part on the idea that the higher education system and industry is broken and unable to adapt to the realities of the modern economy, political landscape, and the changing nature of learning and communication.
A Convergent brand, based on the idea that fixing the problems of higher education will require adaptation, and that adaptation will only happen when those inside the broken ecosystem of education look outside their ivory towers and embrace open-system thinking, as well as new ways to construct and support learning and communication.
An Intelligent brand, based on the belief that creating opportunities for understanding, reflection, research and debate are key to solving the problems of higher education.
A Social brand, committed to the belief that intelligent networking and awareness of network resources will create opportunities for new knowledge and practice.
Good-humored, Good-Natured and Personal, based on the value of relationships, and not measured by the value of business transactions conducted.
How would you describe the different core aspects of your personal brand? And what do you think about mine? Did I forget anything? What do you think I can do to reinforce the ideals above? Do you find them appealing?
Over the last five years, I’ve experienced a convergence of events in my personal life that drove me to consider the need to change my circumstances and with it, hopefully my personal and professional destiny. First I became a father. Then I learned that I have a neurological disorder, which affects my mobility and is aggravated by stress. Then I had a year where my whole staff hated me, and I couldn’t dig myself easily out of the personal and professional hole I found myself in. Then some things changed, and I was able to do so. Others were not able to, and chose to move on.
I took the next few years to redeem myself and to redouble my efforts to be an effective supervisor and mentor, and I feel that I was able to do so. I began researching options that would allow me to move on from Penn State and the first option was a doctoral program at the University of Georgia. I was invited to interview, but not admitted to the program. What little feedback I received amounted to the fact that I had expressed more practical than theoretical interests. It hurt at first, but I was eventually able to glean a lesson from the experience, move past it, and to start getting more specific about what other options I wanted to research.
It was a blessing in disguise, because in that exploration, I realized that my interests do not lie in the direction of teaching student development theory. I’m more interested in helping professionals understand effective practice, and effective professional involvement, so they can move forward in their careers with authenticity of purpose, and have satisfying (and balanced) careers and lives. Coming to Athens also made me realize how much I always wanted to live there, and how much better it would be for my family if I moved closer to both my parents in South Carolina, and my partner’s parents in Florida.
When I decided on pursuing coaching as a career choice, I initially wanted to do life and transition coaching for college students, and transition coaching for their parents, because I had been really troubled by Millennial students and their helicopter parents. I also had an interest in doing career coaching for persons working in higher ed, because I could have used it going into the field, and later as a supervisor and member of the central management staff for Residence Life at Penn State. I know for a fact that many of my staff (students and professionals) needed it, but that as a supervisor, I could only give them so much, because of the power differential involved in supervision. I believed that, as an experienced professional with a lot of great experience as a supervisor, as a candidate, and a member of search and interview committees, I had a unique set of gifts to put to work, and that by doing so, I could make a difference in the careers of many people. So I rolled the dice, left my job, and gambled that I would be able to pull together these convergent ideas into a coherent business concept.
In my mind, I have all the pieces tied together and it makes sense. But I haven’t explained it so well, and it’s clear that I need to, so that people won’t get confused or stay confused, because it’s not enough to explain the convergence, you have to explain the separate ideas before you show how they all come together. As a storyteller, I’ve always understood that. So I’m going to back up a little bit, as I have been doing so far this week, and tell you, as best I can, my story.
I’m not doing this so just to talk about myself. In putting forth my life examples, I’m hoping that you will relate, and see, in your circumstances, some parallels, and find some lessons you can apply to your life and career.
In every story, there are lessons worth finding and questions worth asking. And we can definitely learn more if we have some conversations. So please comment freely and share your story, ask questions, and tell me and your fellow readers your story and more about the points of convergence where you exist, operate, and feel most comfortable.
The unfortunate reality of being a convergent is that people don’t get you. As I mentioned last week in my posts on game theory, convergents are hard to “get” because people try too hard to fit them neatly into their own boxes (or circles) and to define what they know and what they do in familiar terms.
Convergents are not happy when constrained by familiarity and party-line thinking. They like to learn what others are doing, and integrate new knowledge, practices, and ideas into their own personal frameworks. They are those who give birth to new ideas and ways of doing things.
Convergent thinking and convergent practice have always been at the center of my personal journey and progress. The idea for Higher Ed Career Coach was born out of convergence of my personal and professional circumstances, and what I recognized as the needs of a field straining to adapt to the realities of reduced budgets, economic pressures of the marketplace, the changing expectations of Millennials coming into the workplace, and the impacts of new technology and social media, upon the education industry’s ecosystem.
I’d reached a point in my career when I knew…absolutely knew that the system as a whole was broken, and that my personal circumstances were a great example of what was wrong with the system. I also knew that my frustration with that fact was going to ruin me and my career. So the best thing I could do, for myself, my employer, and for the profession, was to move on.
But I had a strong commitment to the profession, and a strong belief that I could be a part of the broader discussions that would move our institutions and our field forward. So I founded my websites and began developing my personal brand as a life and career coach for persons in higher education. I’d been talking about becoming a coach on and off for five or six years at that point, but had finally taken some practical steps to research coach training programs and to really work on understanding the best way to become certified through a reputable program and to make a radical career change. That’s my story. What’s yours?
What points of convergence have led you to new discoveries in your career?
How can you bring together your personal interests into a career concept that will help you move forward?
What can you do to drive change in higher education?
Are you still looking for a job in higher education? If so, my summer coaching special may be for you!
I’ve been having a few issues with getting my sales page done for the summer coaching special, but wanted to let people know the details. Sales pages can come later. The important thing is the offer.
Here it is:
For $50 month for 3 months and the balance $150 within 6 months? ($300 total), here’s what you will get:
4 sessions of 45 minutes to an hour (4 coaching hours) over 3 months-by end of September
Unlimited brief e-mails and phone coaching/catch-ups of 20 minutes or less for 6 months. (until the new year)
Membership in the online group and all activities there, to do on your own, and work out your strategy. I will be participating in the discussions.
Free admission to select job-search webinars and teleseminars for 3 months.
Ability to renew at the same rate for 3 more months if you don’t have a job.
Money back guarantee if you are not satisfied for any reason, as long as you have actively engaged in coaching and activities.
If this sounds okay to you, I can invoice you via PayPal for $50/month for the next 3 months. You would need to pay the PayPal service fees. Or you could send me a check.
Either way, I am hoping there will be interest. I am equipped and ready to take a maximum of 20 job-seekers at any time, so respond now if you are interested. I will have a waiting list, if necessary, but if you need help now, that probably won’t do it for you. So don’t wait!
If all this sounds good, e-mail me at sean@higheredcareercoach.com and I will get you online access to the course and an invitation to the course e-mail list.
I have already had several inquiries without even advertising, so I expect this group to fill quickly. Don’t let that discourage you, but also don’t sit on your hands.
Today’s institutions spend a lot of time assessing environments and making sure they understand them, so that people will feel comfortable and welcome. We also spend a lot of time struggling with ways to promote sustainability and integrate new technology into our approaches. So let’s crash these concepts together to examine the ecology of the job search, and apply the resulting framework to different aspects of the job search.
(This is one of those moments when I’m going to get a little de-constructionist, so if you are not interested in the theory behind this strategy, come back later this week, as we explore some particular issues and strategies you might take when working through them and making intelligent career choices. I’ll try to come full circle by ending with some more practical to-dos for those who don’t care about theory.)
Interview Ecology: Definition
One of the great things about mashing up concepts into something new is that you can make up a term to describe the new concept. So I’m going to call this interview ecology: the study of the co-created environment that exists when persons interact with each other during a search process, and the impacts on the shared environment, when new variables are introduced.
Key questions for consideration
If the job search process is an ecosystem, how could we describe the “natural environment” which exists before we introduce humans, interactions, and other variables?
How will the introduction of a new variable affect the environment and the people in it?
How could each human player in a given job-search ecosystem control the introduction of new or unexpected variables into the process, and limit any adverse impacts on the environment?
What new variables might be considered “invasive” (i.e., not present in the “natural environment” of the job search, and creating an imbalance that disrupts or destroys that environment)?
How should one evaluate the risks and benefits of introducing a new variable into a search process?
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Do job interviews make you feel “dragged over hot coals?”
When preparing for an interview, it’s important to approach every question critically, and read between the lines. In “The Grill,” Higher Ed Career Coach Sean Cook and co-host John Mayo, Jr., Area Coordinator for Traditional Housing at Western New England College, will discuss the “questions behind the questions,” and help job-seekers plan their approach to common questions.
In today’s premiere episode of “the Grill” on the Higher Ed Career Coach show, Sean and John discuss the ever-popular first question: “Tell Me About Yourself.”
As we deconstruct this week’s question, we’ll talk about:
The Question (What they ask.)
What the interviewer really means or wants to know.
Ways that you can answer (that are probably wrong.)
Ways you might answer (that are better)
We’ll also take call-ins from listeners who want to take a stab at this week’s question. If you are still out there looking for your next step, call (347) 989-0055 around 11:30 a.m. Friday and we’ll listen to your answer, give you a critique, and help you refine your approach. Maybe you’ll even get heard by your next employer!
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Work with Sean. I help higher ed professionals take control of their careers with tailored services including resume and CV development, LinkedIn profile optimization and networking strategy, interview coaching, and one-on-one career guidance.
