Qualified Isn't Enough: How to Stand Out in Your Job Search with Career Transition Coach Gina Riley | #212

Are you applying to dozens of jobs but not hearing back, even though you're highly qualified? You're not alone.

In this episode of the Second Act Success® Podcast, host Shannon Russell sits down with career transition coach Gina Riley, author of Qualified Isn’t Enough and founder of Gina Riley Consulting, to uncover what CEOs, hiring managers, and recruiters really look for when evaluating candidates.

Gina shares her Career Velocity Framework, a nine-step proven process to help you get noticed, land interviews, and secure your next role. Whether you’ve been recently laid off, want to level up to an executive position, or are considering a career pivot, this episode is packed with actionable advice on personal branding, LinkedIn strategy, networking tips, and interview prep.

If you’ve ever wondered why your resume isn’t getting callbacks or how to stand out in today’s competitive job market, this conversation is your ultimate job search guide.

Key Takeaways:

• Why being qualified isn’t enough in today’s job market
• How to create a unique value proposition (UVP) that gets you noticed
• Gina’s Career Velocity Framework for accelerating your job search
• The LinkedIn strategies hiring managers actually pay attention to
• Why your resume, LinkedIn, and personal brand must all align
• How to network effectively and ask for referrals the right way
• Insider tips from the boardroom and executive searches that could change your career strategy

Connect with Gina Riley:

https://ginarileyconsulting.com/

https://www.linkedin.com/in/ginariley/

Book - https://a.co/d/4yiHrCx

Listen to Gina's first appearance on the Second Act Success Career Podcast Episode #37 - https://secondactsuccess.co/2022/11/08/lets-talk-career-transition-with-gina-riley-37/

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Transcript

Second Act Success Career Podcast

Season 1 - Qualified Isn't Enough: How to Stand Out in Your Job Search with Career Transition Coach Gina Riley | #212

Episode - #212

Host: Shannon Russell

Guest: Gina Riley

Transcription (*created by Descript and may not be perfectly accurate)

Shannon Russell: [00:00:00] when it comes to searching for your next role, being qualified is just not enough.

If you find yourself out of work or you're trying to uplevel your career, this is the episode for you.

I am joined by Gina Riley. She is the founder of Gina Riley Consulting and the author of Qualified Isn't Enough

Gina dives into what CEOs and hiring managers are looking for when it comes to qualify candidates and how you can stand out if you're thinking about jping ship or finding that new role.

Are you ready to quit your nine to five job and start a business of your own? Well, you're in the right place, my friend. Welcome to the second Act Success podcast. I am your host Shannon Russell, and my mission is to help you produce your best life. This podcast will teach you how to get from where you are now to where you want to be and how to build a business that fits your life and lights you up.

Let's get [00:01:00] started.

Shannon Russell: All right, Gina Riley, my friend, thank you so much for returning to the podcast. Thank you for having me. I cannot wait to have this conversation. I just looked and you were on episode 37, so you were one of my first guests about three years ago, and then we became such good friends right off the bat and, , support each other in our businesses and now.

You have a book too, but why don't you tell our listeners what you do, what your business is all about, and then we'll get to the book. 

Gina Riley: Yeah, so highlights real quickly, I come from HR experience in corporate. I'm a former Intel al I also have worked for an executive search firm Talence Group.

I'm affiliated with them. I have LED CEO searches, C-O-O-C-F-O. I have been in the board room and I've heard what those board members and executive team members say. When we're going through a candidate vetting process, so I know what the biases are and I know where candidates at that senior level make mistakes.[00:02:00] 

Then fast forward, I'm now a career coach. I created my own coaching model. It's called Career Velocity. It's nine steps, and that is what I have converted into the book. Qualified isn't enough. The book is really an answer to this question that you and I hear. 'cause we talk to a lot of people who are in some kind of a career transition or navigating to the next.

I'm answering this question. I applied to 200 jobs in the last two months. I didn't get a callback and I was qualified for all of those jobs, but here's the reality. Being qualified is the minim bar to entry to those conversations you need to develop your unique value proposition and story. You're crystal clear.

Yeah. And then you set about the marketing and the networking and the referral building. 

Shannon Russell: Qualified isn't enough. Jess released, so it's out there. Listeners can go and grab a copy and in the book. [00:03:00] You really dive into what they need to be able to be seen by this hiring manager and actually get the job. 

Gina Riley: Absolutely. I think that a place where a lot of job seekers start, especially when the job, the job search process lasts for a long time, is they start to have eroded confidence and they're wondering, is it me and what am I doing wrong?

And then they resort to. This, what we call spray and Pray, apply, apply, apply through those applicant tracking systems. And the problem is you're cluttering up those systems along with hundreds and thousands of other people for any given job, right? What I find is first you build your confidence with your unique story.

And it's not a lot of blah, blah, blah storytelling. What I'm talking about in this book, and I, and I give you all the steps, are the exact kinds of things you need to draw from your experiences that you'll be talking about. And why Shannon, do we do this? It's so that we know exactly what we're targeting and we know exactly [00:04:00] what we're asking for when we're talking to our network.

Because if we confuse our network, they can't 

Shannon Russell: refer us. Absolutely. Do you see that, 'cause you spend a lot of time on LinkedIn, do you see people confusing their network by posting things that aren't relevant or asking the wrong questions? Have you seen that a lot? , 

Gina Riley: What I would say is on LinkedIn, what I actually see is a deficit of posting, , and a deficit of thought leadership.

So that's actually the end cap to my book. It's chapter nine, which is how do you stay relevant and seen as an authority? For what you do in your space. And I think a lot of people shy away from that. And I give some pretty easy and actionable ways to become and be seen as a thought leader without worrying about being on a TEDx stage.

You and I are thought leaders because we express our opinions publicly and you can still express your opinion publicly through comments. Currently today, LinkedIn is a loving comments and you're getting visibility. On those [00:05:00] comments. I think more people are buried and hidden and waiting to be plucked from obscurity.

I'm great. Why isn't anyone noticing me? And back to what you just said, where people are confusing, their messaging is not first having a clear target. They have multiple targets. I can do anything. I'm a Swiss Army knife. And then the rese and the LinkedIn don't actually match. And when people Oh, that's so frustrating to me.

So you go to the LinkedIn profile and, and you may have a rese as an application, you're like, I don't get it. I'm working with someone right now, former Intel al, who is experiencing this exact same challenge. It could be three jobs they want to go for, 

Shannon Russell: right? 

Gina Riley: The rese and the LinkedIn are all not congruent, 

Shannon Russell: and you want those to be congruent.

, It backs you up for that job that you're applying for because yes, you can do something else, but if you're not showing those qualifications in your rese and on LinkedIn, you're not going to get that call. 

Gina Riley: You're not, [00:06:00] you confuse the message, you confuse the person reading it, and they will keep moving because everyone's attention spans are short, and it's on us, the job seeker to have clarity first.

Yeah, 

Shannon Russell: Even on LinkedIn, if you are going through a transition we could talk forever about the amount of layoffs and restructuring that's happening in our country right now. But throughout all of that you can say, Hey, I've been let go.

I'm open to work. I'm looking for this. But are you telling people the role that you're looking for? Are you talking like a thought leader and saying, I'd be perfect for this role, and asking your connections and your network. Outright for help, you need to be doing that. You need 

Gina Riley: to be specific and clear.

Shannon Russell: Mm-hmm. 

Gina Riley: And you need to be relevant to the target audience that you're appealing to. And I have seen those open to work, please, if you will. And I think they're very valid. Done right and done well. People will notice. People who know you will, will then start to think of you and refer you.

But I've [00:07:00] also seen those lame ones, I'm sure you have too. Hey guys, I just got laid off. Hair twirl. Hair twirl. You know, if you think of me and you and you see something, let me know. That's the biggest. Miss that you could possibly have with that kind of a captive audience. 

Shannon Russell: Mm-hmm. 

Gina Riley: Don't do that. No one's gonna think of you and pluck you out of obscurity.

You need to be clear. 

Shannon Russell: And

You need to take that initiative and like you said, comment on posts, join groups, read newsletters, and make a comment and reach out to your network. Network and say, Hey, I know we haven't chatted in a while. This is what I was doing. This is what I'm going for. If you know anyone, please think of me.

Just that message, it doesn't need to be. Super needy and one-sided. It can just be a, Hey, I'm going through this kind of rough time, or I'm looking for this new change. Do you know anyone? That's what a network is for. Exactly. And 

Gina Riley: the one post isn't gonna do it. You need to load your calendar with as many conversations as [00:08:00] possible, because every conversation, the goal.

Is to get the next conversation and another referral. Mm-hmm. Even my college son who's just graduating, he's getting this message. He was applying to things. I'm like, dude, your mom is a career coach. Are you kidding me? That's and pray. You're not gonna get seen and you're not gonna get heard. And so he shifted his mindset and you know, both.

My husband and I are coaching him up and saying, okay, you've gotta get the next referral. , He understands that now, and he is asking, who else should I be talking to? Who do you recommend that I, you know, what company should I be targeting other than yours?

So being engaged, being curious, learner, and asking for the hard things. 

Shannon Russell: As a career coach and all of your experience in corporate and all of this, what made you decide to write this book? Was it because you found this need and you saw people making mistakes that you just wanted to help them with?

Gina Riley: Absolutely. It might have been that burning desire that you had when you wrote your book as [00:09:00] well. Mm-hmm. And there gets to be a point where you have these frameworks that you have applied over time and you know they work and you wanna help people with it. And so this is about birthing a baby and saying, Hey world, this can really help you.

You and I are not going to make a lot of money. At all on book sales. That is not what this is about. This is about helping as many people as possible, and my tribe are gonna be job seekers. Mm-hmm. And some people get a little nervous about the book and its contents being that I, I usually coach leaders from 40 to 69 who have any kind of leadership role.

Doesn't have to be a CXO. My frameworks apply to a college grad. My kid is using this. My other son's friends who are applying for jobs, they're reading chapters one through five and creating their UVP. It all applies. Same as with you. You and I are both certified coaches, and we both really believe in the, the strengths and [00:10:00] understanding our values and how it ties to what we do in the world.

All of this stuff in this book applies for a career transition no matter what level a person is at. 

Shannon Russell: Mm. Okay. That is so key and I, I'm glad you brought that up because any listener who is listening and knows someone, I feel like we all know probably five to 10 people who have been let go. And you just want to help them.

I just had a conversation over coffee this morning with a friend whose husband is almost 50 and got let go from a really big bank in New York City, and he's just not hearing back and he's like, I think it's my age. I think it's this, I think it's that. So he needs to shift his mindset and we were having conversations.

What can he do? So this is going to be a book. I gift him to help him because sometimes, especially as we get older, we're so stuck in our ways that we have to be willing to step out of that and help ourselves. And you're not gonna be able to work one-on-one with everyone. But this book will be that tool that can really reach so many more [00:11:00] people.

Gina Riley: If the reader is willing to do the hard work. They will get there, but it is hard work. It is a lot of hard work, but chapters one through five read like a workbook. What they're going to hear from me are real stories from clients anonymized.

Mm-hmm. 

Shannon Russell: They're going 

Gina Riley: to hear what it is they need to do and why, and then I explain how. So every chapter will read that way and it builds, builds, builds until chapter five. They literally have my framework for how to answer. Tell me about yourself. 

Shannon Russell: That's the hardest question sometimes to make it concise and clear and get

all of your points out.

A hundred percent. Exactly. 

Gina Riley: Wow. And I just wrote an article, so I'm a Forbes coaches council contributor. I've been contributing about two years now, and I just submitted my next article. So by the time this podcast comes out, it'll be out in the world. And currently the working title is Your Elevator PI Pitch is Costing You Opportunities.

Oh, [00:12:00] right, yeah, I saw your face. Here's the reason why marketing and branding experts go. You need to have an elevator pitch. Well, what does an elevator pitch make you feel like you need to do? Sell yourself. Here's the twist. You need to create a unique value proposition. So you position yourself as a business solution.

You're a solution to a company's problem Now. You answer, tell me about yourself to a hiring manager or recruiter who does not know you, and you do a catchy phrase. I help leaders and teams do blah, blah, blah. That's not good information. You need to do a quick highlights reel. At the mature levels, three to five minutes max.

Shannon Russell: Mm-hmm. 

Gina Riley: And it's hitting the high points. You've already worked on chapters one through four that help that listener understand how you fit into their organization based on the opening that they have going on right there. Mm-hmm. And the reason and the inspiration for this book ultimately [00:13:00] got unlocked when I ran a CEO search.

The first line in my book, Shannon, is I asked, tell me about yourself. And he was still talking 20 minutes later. No. Yeah, if you can't give the highlights reel that connects context and relevance, you're missing the boat. It's not a 32nd elevator ride. It is an opportunity to explain the unique value you bring, and if you're confusing that with a catchy catchphrase that you're spending hours on, you're gonna have a miss.

Shannon Russell: Do you agree? I do agree it needs to be specific for that company and you solving that company's problem. And then you can twist it for the next one and the next one. But just babbling on something that's generic that could go to any company is not going to make you stand out.

Gina Riley: No, not at all. Yeah. And, and then that backs into, , my chapter, uh, seven is on interview prep. It's my, it's my specific framework I use, and now I'm calling it the rare [00:14:00] candidate, which is, you've gotta do your research, right? Mm-hmm. And then you need to, read the room and evaluate the opportunity.

And then you need to be preparing. To have the conversation that's relevant to the decision maker. And I give a very specific way of doing that research and what you need to research before you go into those interviews and it will scale and the amount of time that you spend. If you're early career, like my son, he's spending, you know, an hour or two to prepare for something.

'cause there's only so much you know, he's gonna bring to the party at this point, at 20. True. But my senior executives that are in their fifties and they're swinging for the fences with a global VP role at a multi-billion dollar company, 40 hours of prep. No less. 40. Yeah. To win the job. And sometimes it requires finalist presentations and that's additional time.

Shannon Russell: That's huge. And it's funny because I keep thinking that people now are doing the, spray and pray and they're just [00:15:00] trying to almost take the easy way out. And the way you're describing things now is no, you have to put that effort in and not just spray and pray and hope that someone reaches out.

You need to be specific on what you're applying for, and then even more specific when you're prepping for that in-person meeting, if you truly want. The job if that's how you're going to stand out. 

Gina Riley: Absolutely. And I think that the, the scariest thing for a job seeker's mindset to get into is I applied, I was qualified.

I'm waiting for a call now. Oh yeah, you're gonna get a call about one to 2% of the time at the senior levels, maybe. If you're not applying on day one or two ahead of all the hundreds mm-hmm. You're guessing on the hiring manager at the senior levels, it's less hard to figure that out.

If you're applying for a VP level job that may be reporting to the CEO, that's the decision maker. Buck stops there and maybe the board, right, or, and you work your way down. Who else are decision makers? Heads of [00:16:00] talent acquisition. Or the lead recruiter of that, that everyone's a decision maker who touches, , that process.

So you need to start reaching out so you can get seen. If you don't get seen, you don't get heard. 

Shannon Russell: You're packing everything into this book, and this book is for people who find themselves out of work and looking, or can it also be for those executives, those VPs who maybe have a job, but they wanna figure out how to get that next one?

Gina Riley: Oh my gosh. Thank you for asking that question. Yes. So part of what I do in my, , career velocity program is I created a little lesson, I call it write and pitch your own job description. And the reason why I wrote this as a, as a standalone, it's actually not outlined specifically in my book, but what I've done is I've helped people who want to advance in their own companies, they may come to me and say, I'm not really, I really love.

My company, I may wanna position outward, but I wanna first vie for something upward. 

Shannon Russell: Hmm. 

Gina Riley: And if I don't get [00:17:00] that opportunity, I will have already worked with you to lay the groundwork to bounce and go outward. Right. And so I've had a nber of cool success stories. , Coming up with that, what that ideal job description is that that wraps around their toolkit.

Shannon Russell: Yeah. 

Gina Riley: So that they know what they're saying to position themselves. So we do the UVP work. We already know their unique value proposition, but it's in conjunction with what they want to do and how that role will help solve a problem. It's not all about them, right? You get into a service mindset. So I was working with one senior leader at a multi-billion dollar global company that's very popular and I will not say the name.

, she was angling upward, had no intention of leaving. , and by the time we got, got done doing that UVP work and started just getting the language and the confidence about asking for what she wanted, she's now a section 16 on the executive team. That means you have legal and corporate responsibilities.

She made it, she made it to the top. , Another gentleman I worked with was leading five [00:18:00] continuous improvement. . Frontline men, if you will, at a plant. But he also had an audience with the GM of this 50 person plant. And so he was having these strategic conversations. Have you thought about this?

Have you thought about that? He had a job description already built out for himself, but he hadn't pitched it yet, but he was talking the talk when the GM got promoted away. The, the regional VP reached all the way down to this frontline leader and pulled him up and he became the GM of the plant. 

Shannon Russell: Wow.

'cause 

Gina Riley: my client was already speaking that language. He was already puffing up and, and posturing and saying the right things. Yeah. And he got noticed. 

Shannon Russell: , I think that lesson is prepare ahead of time. You can be sitting so pretty at your job, but I think what history is showing us this past year or so is that nothing is certain, nothing is as stable as it was decades ago.

So maybe start [00:19:00] looking, start thinking, start preparing, work with Gina, and then start getting yourself ready in case that ax drops. 

Gina Riley: A thousand percent. What I say, and I think I said it already today, is don't wait to get plucked out of obscurity. I, I was working at until for about 10 years, and I ran into this exact wall, and that's why I'm super passionate about saying, don't wait to get plucked and noticed because nobody is coming for you.

You might be the one golden child who a sponsor picks under their wing and promotes. That's what a sponsor does, is they speak about you when you're not in the room and they get you promoted into those roles, but that doesn't happen for most people. You have to ask for it. You have to seek out mentors and advice.

And you have to start building out, like scaffolding. Mm-hmm. So that you have choices. 

Shannon Russell: So smart. I think there's probably a lot of people that you and I have both spoken to that find themselves in these, oh my goodness, what am I going to do now? I was let go. Now I feel [00:20:00] lost. So if anything, your book is really a tool to help anyone really figure out that next step, and they get that confidence and that mindset in the right place to be able to apply, get noticed, and hopefully get the job.

Gina Riley: Absolutely. And the way we get noticed, Shannon, is we've gotta have the conversations. 

Shannon Russell: Yeah. 

Gina Riley: And we can't be scared of the word networking. It's relationship building. And actually in my book, in chapter eight, I talk about job search strategy and there's a couple of different things, but one of the things I put in there where a couple of frameworks.

To start conversations because what do we all think when we first are like, oh God, I gotta have conversations. What am I gonna talk about? Yeah. And, oh, do I really have to do a lot of research before I have each conversation? Yes, you have to do some research, but I'd give you a couple of back pocket frameworks.

For example, , if I was having a brand new conversation, I could use a swat, which is thinking [00:21:00] about, okay, I wonder what the strengths and the, , weaknesses and the opportunities and threats are at this company. I wouldn't ask a new person like, what are the weaknesses of your company? Yeah, but frame it a little different.

But guess what? If you ask what are the opportunities your company is trying to seize right now and what is threatening success? Now we have something interesting. We now know where we might be able to plug a hole, right? And position our UVP 

Shannon Russell: to plug the hole. Isn't that cool? Yeah. Asking the right questions.

And that comes from doing that research. I love that. Exactly. Brilliant. You put on a consultant's hat. 

Gina Riley: Yeah. And you're diagnosing what those issues are so you can pull the right tools from your Swiss Army knife and put those forward first. The worst thing that people can do is say, I've done it all. I've seen it all.

Put me in coach. I'll figure it out. 

Shannon Russell: Yeah. 

Gina Riley: People will not select you if you say that because they will be [00:22:00] confused and they will keep moving. 'cause you're saying nothing. 

Shannon Russell: Gina, I just love this so much. I feel like you're helping so many people in a time that we really need it. Your book is, honestly, it's coming out at such a great time, , to really serve a lot of people on top of your speaking engagements and your coaching and everything you're doing.

Where can people reach out to you and connect with you? Where are all the places? 

Gina Riley: Yeah, so the easiest places, one. Gina Riley consulting.com. And then the second place, I'm on LinkedIn like you. , I'm on LinkedIn all day every day. Mm-hmm. So it's simple. Gina Riley, you can find me there. If you heard me on Shanna's podcast, send me a personal connection request and let me know.

You heard me here? Yeah. I love it when people do that, don't you? Like I do. It's context, right? Mm-hmm. , and I also have free offerings, like a strategy guide where people can start mapping out their career transition plan. I have very economical offerings, and then the book is like the starting point.

Just get the book and get [00:23:00] started. Yeah, just read the intro and you'll see. What's ahead of you, and if you're not willing to do the work, it might not be the right thing. I mean, because yeah, one of my, one of my girlfriends who's a, a, a career coach, who I admire greatly. I showed her the cover, the design as I was going through the process and the title, and she said.

Oh my gosh. I don't know if I like it because it looks like a lot of work and I don't like work.

It is because it's kind of a workbook. 

Shannon Russell: That just means there's so much good stuff to take away from from it, you know? Like you just packed it. 

Gina Riley: I think so, and you and I are again, big fans of the ap. Mm-hmm. In chapter one, I, I was so grateful that Kristen, Sherry, our friend and creator Yes. Of the ap, she actually has a discount code for people who take the YouMap.

So when you buy the book, there's a little discount, , in there for people who. Use the YouMap because I'm such a big fan, I couldn't remove that from [00:24:00] the process 'cause I mm-hmm. In it so much. So it is an investment. There's a couple investments. There's the book, there's the YouMap at a discount, and then there's a couple of books that I recommend that dovetail with all of my teachings.

Shannon Russell: That's great, and I'll link to everything in the show notes. , and before we say goodbye, I just wanna get your advice for someone who is planning a career transition. And that can be going into another role in corporate or maybe venturing into business like some of my listeners. You've done it, you've changed jobs, you've built a business, now you're helping others.

What advice can you share? , I think it 

Gina Riley: first starts with you. It first starts with you. So one is getting centered on your value proposition in the market as it stands today. And then the second piece is. You need to do the exploration to find out what you wanna target. And so you mentioned, well, what if people are switching careers?

Because there's a difference between, I'm just trying to get the next higher level of what I already do. 

Shannon Russell: Right? [00:25:00] 

Gina Riley: Compared to what I call a career switcher. And sometimes I call that like career pathing. So you work with people who thought, maybe thought, oh, I'll get another corporate job, but then the light bulb goes on, these are the people I wanna send to you, Shannon, right?

For your business. The light bulb goes off and they're like, oh, I wanna start a business. I wanna be a consultant. Or I wanna, whatever that looks like. But you need to have conversations to inform what that's going to look like for you and if it's a good match. And, and I think a lot of people fool themselves about the glory of what that could be.

So talking to someone like you mm-hmm. You know, who's been there and done that. And started a business. That's a really smart thing. If you're looking for a career switch, I'm going from corporate to nonprofit. A lot of people in corporate think I'm, I'm done with my corporate career. I'm gonna be a savior at a nonprofit.

Well, let me tell you, after doing CEO searches for nonprofits, the first question is, well, where have you been? Mm-hmm. Where have you been the last 30 years? Why would we hire you when you don't have any footprint in our [00:26:00] space? Or any volunteer efforts, et cetera. Yeah. That is a very difficult chasm to cross.

Shannon Russell: Mm-hmm. 

Gina Riley: Also, for nonprofit, they don't, you know, and trying to go into corporate because you know there's more money to be made generally, et cetera. Yeah. You have to translate your skills going both ways. Yeah. So get centered in your UVP, tie it to the target, and speak the language of the future decision maker.

That is what will ensure success for you. 

Shannon Russell: So well said. Thank you, Gina. Ri, you are so incredible. I love you so much. And I thank you for everything you shared. You just threw so much amazing advice to us. So thank you. And again, Gina's qualified Is Not Enough, is out now. So, so excited for you.

Thank you, Gina.

Thank you for joining us. I hope you found some gems of inspiration and some takeaways to help you on your path to second act, success. To view show notes from this episode, visit second act [00:27:00] success.co. Before you go, don't forget to subscribe to the podcast so you don't miss a single episode. Reviews only take a few moments and they really do mean so much.

Thank you again for listening. I'm Shannon Russell. And this is second act success.https://secondactsuccess.co/212