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	Speak Up and Speak Better: Communication Skills Primer

An executive coach and former world champion rower, Murray works with professionals to develop differentiators that go beyond the simple facts that appear on their resume. "People fall into a trap of having a resume that says they went to an Ivy League school or worked for a high profile company, and they rely on that," Murray says.

To successfully sell yourself to an employer, you need to delve deeper into why your school or accomplishments are important. "It's critical that you create your own brand, one that differentiates you and what you bring to the table," he explains.

Start the brand-building process by looking back on your past successes. What have you done well that you're proud of? It may not even be work-related: It could be something you did in sports or the arts. Figure out what allowed you to accomplish that achievement.

"That's a critical part of creating a personal brand," Murray says. "You need the ability to weave stories into your interview about things you've done, ways you've succeeded in the past and how that's going to create value for this organization."

Company Connections

During an interview, your goal in telling "brand" stories about yourself is to connect with the interviewer and the company. One tactic: match the body language of the interviewer, Murray says.

Internally, you want your brand stories to disclose a bit about yourself and – to a certaim point - show vulnerability. "People want to hear my story as an elite performer," Murray explains, "but what captures their interest is when I say 'in 1992 I fell on my face and didn't make the team and was devastated.  Let me tell you what I did to pick myself up.'"

When you bring yourself down off a pedestal and allow the interviewer to see your human qualities, you demonstrate confidence. Of course you don't want to get carried away and tell them how an oversight on your part caused the collapse of your first employer.

Consider for a moment the common interview question: What are your strengths and weaknesses? "The one thing employers don't want is for you to use that question to highlight a strength," Murray says. "Don't dance around the question or turn it into a hidden strength. Sharing something about yourself can be powerful."

The key is how you construct your answer. You might try something like, "I was part of a team that messed something up as a group. I played a role in that, here's what I learned, here's why I'm a better person, and here's how your company will benefit."

Thoughtful Questions

The questions you ask during an interview can also build your personal brand. "In interviews, people often have their token questions: What's it like to work here? What's the IT infrastructure supporting me?" Murray says. "Use that opportunity by coming prepared with questions that stop the interviewer in his tracks. Do your homework and demonstrate empathy." 

For example, a junior investment banker might ask about the company's strategy and the economy: How has the economic climate changed your focus on the municipal bond market and your tactic of differentiating your firm from competitors by flying city officials to Bermuda in the winter for a conference? 

"No asking yes or no questions, or questions that can be simply answered without challenging the interviewer. You'd want the interviewer to think that was really an insightful question," Murray says. "You're trying to demonstrate emotional intelligence. The core areas there are the ability to be self-aware and translate that to the person you're speaking with. Asking open-ended questions that shift someone's thinking is a way to demonstrate emotional intelligence."

Finally, Murray recommends giving interviewers feedback on their questions. Try this line: "I appreciate that you asked me that question about XYZ because it gives me a chance to talk about ABC. That's a great question."

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