My first job after college was as an employee relations representative for Marriott Corporation at the company’s headquarters, just outside of Washington, D.C. I had only been in my role for a few months when en route to my fourth floor cubicle the elevator doors opened and in stepped Bill Marriott, the company’s chairman. With just the two of us in the elevator, Mr. Marriott graciously introduced himself and asked my name and which department I worked. After my initial response, he then casually asked, “So how are things in employee relations these days?“
The encounter was memorable not only because it was the first time I met Bill Marriott but also because it was first time I was called upon to literally deliver an elevator speech. While I recall sharing something fairly relevant about some recent union organizing activity at our newly opened LaGuardia airport hotel, I knew I could have just as easily said something really nonsensical and embarrassing. After we exited a few a moments later, I took a sigh of relief and committed to myself that I would be much better prepared for any future such encounters with influential people in the company.
Now imagine you are applying for a corporate marketing job with Marriott and you happen to be riding in the same elevator with a department manager who is escorting you to your interview. If he or she asks, “So what do you do?” how would you respond before the doors opened? Both of these scenarios illustrate the importance of the concept known as the “elevator speech.”
Of course, elevator speeches are not confined to dialogue that only takes place in elevators. They are intended for job fairs, networking events and even social activities. For the purposes of a job search, you should always be prepared to give a 30-second statement that briefly highlights your skills, experience and career interests in favorable, yet not overly boastful, terms. For instance, an effective response to the question asked by the department manager above may go something like:
“I am a brand marketing manager. While most of my career has been in the consumer products industry with companies such as Procter & Gamble, I most recently worked at American Express on a new financial services product they plan to roll out to their premier customers. Right now, I’m very interested in pursuing opportunities that would leverage my skills and experience in the travel and hospitality industries.”
Regardless of your profession, your elevator speech should showcase your talents and be sufficiently open-ended so as to potentially expand your career opportunities into an appropriately broad range of professions or industries. If it’s too narrowly focused (e.g., “I’m a hotel sales manager”), you may miss out on opportunities where your skill sets are potentially transferable. If it’s too broad (e.g., “I’m a people person“), it comes across as too ambiguous or whimsical and risks diminishing your candidacy.
At this time, I recommend you take a moment and grab a blank sheet of paper and draft your 30-second elevator speech. While it may seem awkward and silly, I also encourage you to practice your speech in front of a mirror or a video camera until you feel comfortable with not only the content of your remarks, but also your delivery style. As with any step in the job search process, there’s simply no substitute for practice and preparation and that includes your elevator speech.