Before you begin developing stories about how you’ve handled change (Ch. 1) and how you’ve demonstrated other skills (Ch. 3), you will likely find it useful to develop one or more stories that capture the essence of who you are. Your starting point for all job-search stories should be a narrative that truly reveals your character and what makes you unique. The story might disclose what makes you tick, what drives you, what you value, what your goals are, how behave in a crisis (Simmons, 2001) or, as outlined in Chapter 1, a time of change.

You may not use this story in your actual job search, but you’ll use it as a starting point to help you get to know yourself better and draw from it to develop additional stories that illustrate skills and accomplishments.

This type of “you” story is not my original concept. Annette Simmons has coined the Who Am I Story, while Steve Denning dubs his the Who Are You Story. Simmons’ The Story Factor and Denning’s The Leader’s Guide to Storytelling respectively offer excellent techniques for developing these stories.

Denning, for example suggests as starting points a story about a favorite place of your youth, a story of overcoming adversity or an obstacle, a tale involving someone admirable or influential, or narrative about a significant event from your past.

Simmons recommends identifying a quality about yourself and then developing a story about a time you shined with this quality, a time you blew it, a mentor who taught you about the quality, or a book or movie that embodies the quality.

Similarly, Joe Lambert, author of the Digital Storytelling Cookbook, suggests developing a story about an accomplishment.

Decisive moments (Lambert) or turning points are also excellent fodder for the Quintessential You Story and often originate, as Denning points out, in late adolescent years, when young people are leaving the safety of their families and determining their purpose in life.

The various types of “prompts” or starting places for the Quintessential You Story suggest that you can actually have more than one story. You may want to develop multiple stories that illustrate different aspects of your character.

The experts suggest setting a positive tone for your story. Even if you tell a dark story, explain how you derived something positive from the experience. For example, my son lived a story in which he was traumatized in high school when two friends – star-crossed lovers – committed suicide by throwing themselves in front of a train. Eventually, though, my son gained an appreciation for the joy and exhilaration of being alive and a desire to love and be loved.

Tell Me About Yourself: Storytelling that Propels Careers, Quintessential Careers Press, ISBN-10: 1-934689-00-9. Find out the ways you can own the entire book.

You can find some additional career-change stories at the Web site of DBM, a global human-capital management-services firm (While the purpose of the stories is to promote DBM’s services, the storytelling in them provides some good models).

Telling compelling stories as you transition from one role to the next, one organization to the next, helps the listener feel invested in your success, a scenario that bodes well when the storyteller is a job-seeker, and the listener is an employer, contend Harvard Business Review writers Ibarra and Lineback. The authors describe a worker who developed and told change stories about a bankruptcy, a turnaround, and a rapid reorganization, eventually garnering referrals to employers and job interviews. In another example, a worker learned more about her career passions and became more committed to a planned career change each time she told her story by writing a cover letter, participating in a job interview, or networking with friends.

Change skills should be a major focus of the stories you tell as you progress from one organization to the next. This table summarizes how scholars and experts characterize these skills.

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Some change isn’t instigated by the organization at all, but by the organizational member who decides to change careers, an increasingly common phenomenon. In listing 21st-century human-resources trends, nonprofit CEO John McMorrow predicted that career change would become the rule rather than the exception, in part because of the “erosion of the implied good-faith contract between employer and employee.” Career-changers, too, should be prepared to tell deft stories of why they made the change and how they’ve adapted, as in the example in the extended entry:

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In my senior campaign-management job, I was the pinnacle person for a diverse group of project managers. I had many representatives from all the product bases constantly coming to me to develop databases of customers they could sell to. They wanted to know who they could market to. I would collaborate with them, asking questions like, what’s the budget, how many pieces do you want to direct mail? Or do you want to call these people? What media will you use? I worked to ensure each group got all the demographics it wanted. I’d pull the requirements into the data. And I’d be darned if the group didn’t change its mind and ask for a different demographic. Or something unpredictable like a hurricane would mean the group couldn’t mail to a certain region. So, I’d have to throw all the data back in to the pond and re-fish. And the changes wouldn’t happen with just one group; they would happen with all of them at one time. I dreaded my pager going off at 7 a.m. because a project manager had a thought while sleeping last night: “Ooh, I would love to see how many prospective customers wear toenail polish.” But whatever their requirement was, I said, “I'm on top of it.” I enjoyed the analytic aspects and the busyness and the constant go, go, go. Change drives me. It’s something I enjoy because it’s an extra challenge.

Tell Me About Yourself: Storytelling that Propels Careers, Quintessential Careers Press, ISBN-10: 1-934689-00-9. Find out the ways you can own the entire book.

In my senior campaign-management job, I was the pinnacle person for a diverse group of project managers. I had many representatives from all the product bases constantly coming to me to develop databases of customers they could sell to. They wanted to know who they could market to. I would collaborate with them, asking questions like, what’s the budget, how many pieces do you want to direct mail? Or do you want to call these people? What media will you use? I worked to ensure each group got all the demographics it wanted. I’d pull the requirements into the data. And I’d be darned if the group didn’t change its mind and ask for a different demographic. Or something unpredictable like a hurricane would mean the group couldn’t mail to a certain region. So, I’d have to throw all the data back in to the pond and re-fish. And the changes wouldn’t happen with just one group; they would happen with all of them at one time. I dreaded my pager going off at 7 a.m. because a project manager had a thought while sleeping last night: “Ooh, I would love to see how many prospective customers wear toenail polish.” But whatever their requirement was, I said, “I'm on top of it.” I enjoyed the analytic aspects and the busyness and the constant go, go, go. Change drives me. It’s something I enjoy because it’s an extra challenge.

Tell Me About Yourself: Storytelling that Propels Careers, Quintessential Careers Press, ISBN-10: 1-934689-00-9. Find out the ways you can own the entire book.

In my senior campaign-management job, I was the pinnacle person for a diverse group of project managers. I had many representatives from all the product bases constantly coming to me to develop databases of customers they could sell to. They wanted to know who they could market to. I would collaborate with them, asking questions like, what’s the budget, how many pieces do you want to direct mail? Or do you want to call these people? What media will you use? I worked to ensure each group got all the demographics it wanted. I’d pull the requirements into the data. And I’d be darned if the group didn’t change its mind and ask for a different demographic. Or something unpredictable like a hurricane would mean the group couldn’t mail to a certain region. So, I’d have to throw all the data back in to the pond and re-fish. And the changes wouldn’t happen with just one group; they would happen with all of them at one time. I dreaded my pager going off at 7 a.m. because a project manager had a thought while sleeping last night: “Ooh, I would love to see how many prospective customers wear toenail polish.” But whatever their requirement was, I said, “I'm on top of it.” I enjoyed the analytic aspects and the busyness and the constant go, go, go. Change drives me. It’s something I enjoy because it’s an extra challenge.

Tell Me About Yourself: Storytelling that Propels Careers, Quintessential Careers Press, ISBN-10: 1-934689-00-9. Find out the ways you can own the entire book.

In my senior campaign-management job, I was the pinnacle person for a diverse group of project managers. I had many representatives from all the product bases constantly coming to me to develop databases of customers they could sell to. They wanted to know who they could market to. I would collaborate with them, asking questions like, what’s the budget, how many pieces do you want to direct mail? Or do you want to call these people? What media will you use? I worked to ensure each group got all the demographics it wanted. I’d pull the requirements into the data. And I’d be darned if the group didn’t change its mind and ask for a different demographic. Or something unpredictable like a hurricane would mean the group couldn’t mail to a certain region. So, I’d have to throw all the data back in to the pond and re-fish. And the changes wouldn’t happen with just one group; they would happen with all of them at one time. I dreaded my pager going off at 7 a.m. because a project manager had a thought while sleeping last night: “Ooh, I would love to see how many prospective customers wear toenail polish.” But whatever their requirement was, I said, “I'm on top of it.” I enjoyed the analytic aspects and the busyness and the constant go, go, go. Change drives me. It’s something I enjoy because it’s an extra challenge.

Tell Me About Yourself: Storytelling that Propels Careers, Quintessential Careers Press, ISBN-10: 1-934689-00-9. Find out the ways you can own the entire book.

Tell Me About Yourself: Storytelling that Propels Careers, Quintessential Careers Press, ISBN-10: 1-934689-00-9. Find out the ways you can own the entire book.

The bank in which I worked instituted a policy that centralized the lending process. An application was to be taken from the client and sent off to be approved or declined, processed, prepared, and returned to the branch to be signed by the client. While the process was streamlined, it also took away valuable face-to-face knowledge about the client and the loan. If the employee did not have any prior lending experience, he or she couldn’t answer simple loan questions from the client. While I appreciated the newly created time in my schedule, I felt that the clients were being slighted. I proposed to my boss a small adjustment that would permit brief face time with the client. My boss implemented my idea, and now we have the best of both worlds, face-to-face time with clients without taking significant time away from the streamlined process.

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In my current job, I am working on a project to increase efficiencies in the customer-service area, one component of which is to better control the way customer service handles the mail. I questioned the administrative clerk, who’s responsible for receiving and distributing the mail, about how she does her job. She gathers mail from the P.O. box, reads the recipient, and passes mail around to be handled. I asked her what would happen if mail is lost. How would we track it? If someone doesn’t handle the sender’s inquiry in a timely manner, how can we know? I presented with her many questions of real and hypothetical situations where the ball was dropped somewhere, so I could find out from her if she had a plan in place to deal with those situations. The clerk at first, felt confident in her work, took great pride in being industrious, and didn’t feel passing mail around was a broken process, but after our conversation, she began to see the situation from my point of view and became receptive to new ideas and change. I needed and attained her buy-in so that I could create change and add value to her job. Together, we’ve developed a process to ensure that customer inquiries don’t slip through the cracks.

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The strategic repositioning and closing of the training center where I am director of organizational development has been a significant change. A major contributor to the stress has been the high level of ambiguity during the past year and the fact that people are at different places in the grief and transition process at the same time. My style in times of stress and ambiguity is to try and find something productive I can do both personally and for the larger community. So, I have chosen to deal with this change by being proactive and leading an effort to offer career-enrichment programs at our sister training center. I’ve also collaborated with outside vendors to design a development program to support supervisors and staff through this transition, provided one-on-one coaching for the center’s leadership, and provided individual sessions for teams. These sessions have been well attended, and I’ve received very positive and appreciative comments from staff members who attended them.

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Storytelling provides an innovative way for you to enter organizations and to thrive within ever-changing organizations, and change supplies an advantageous backdrop for storytelling. You can distinguish yourself from the competition by, for example, telling stories in resumes and cover letters as well as during job interviews of how you have embraced change as an opportunity instead of an obstacle, as in these next examples, which may provide inspiration for your job search or quest for promotion. To garner more ideas for the kinds of skills and aptitudes around which you can tell change stories, see Carol Goman’s Change-Adept Questionnaire.

More examples appear in Chapters 3 through 8.

Tell Me About Yourself: Storytelling that Propels Careers, Quintessential Careers Press, ISBN-10: 1-934689-00-9. Find out the ways you can own the entire book.

Change is without doubt disruptive and traumatic, and when it affects you, your natural inclination might be to flee that employer, resist the transformation, cope with it – or you can capitalize on it. You can grab the opportunity that change presents to develop new self-concepts, specific skills, and mental attitudes for handling, leading, communicating, and taking advantage of organizational change. Those skills will make you more marketable when you decide to leave your employer.

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Change is thus inevitable and constant in organizations, and the ability of organizations and their members to respond successfully to change is viewed as an imperative for future organizational and career survival. In an environment in which two of three transformation initiatives fail, scholars predict that the most successful organizations of the future will be those that respond effectively to change, while those that fail to mount a timely response to change won’t last. In a 2004 Conference Board report on CEO challenges, 88 percent of the 539 European, Asian, and North American CEOs surveyed ranked organizational flexibility and adaptability to change among their greatest leadership concerns and the number one issue for 42 percent of the executives. Carl Steffen, a vice president at PeopleSoft, which co-sponsored the study, noted that “developing an agile, adaptable workforce that embraces change and aligns itself quickly will be tomorrow’s competitive differentiator.”

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Organizational change today manifests itself in numerous forms, including:

• New or redefined strategy


• Design and deployment of new organizational structures


• Profound changes in culture/operating environments


• Major innovations in products, processes, or distribution


• Cycle-time reduction


• Strategic combinations and consolidations such as mergers and acquisitions joint ventures, breakups, spinoffs, and divestitures


• Expansion into new regions, emerging markets, technologies, and offerings


• New senior managers who broaden and intensify jobs

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Observers and researchers also cite global competition, flattening hierarchies, quality-improvement programs, burgeoning entrepreneurial initiative, increasing diversity, cost reduction, lean production, heightened customer expectations and the subsequent drive for improved customer service, deregulation, privatization, expanded financial resources, a blurring of industry distinctions, and an eroding of the divide between industrial and service businesses as drivers of change.

While much change is directed at improving organizational profitability, some stems from the disruptive turmoil of unexpected events such as the Sept. 11, 2001, terrorist attacks, the SARS outbreak, and the Northeast power-grid failure of 2003. Looming external drivers of change might include soaring fuel prices and the threat of avian flu. In the example story in the extended entry, Sept. 11 led to company downsizing:

Tell Me About Yourself: Storytelling that Propels Careers, Quintessential Careers Press, ISBN-10: 1-934689-00-9. Find out the ways you can own the entire book.

Sample story:

Our college has lost considerable enrollment, so I have been striving to be a change agent for every student by personally giving one-on-one customer service to aid retention. I try to explain to each student what he or she needs to know to get admitted and obtain financial aid, and they always end up coming back to see me. I’m learning how to adapt to doing more work as a one-person office while the VP keeps demanding – fix it, fix enrollment, fix it, change anything that needs changing. I have to find every possible way be more productive without getting any more staff.

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Sample story:

In the department I was with, product management, the average number of bosses within a one-year period could be anywhere from 4 to 10. In the two years I’ve been there, I’ve gone through five bosses. So if anything can exemplify dealing with change and coping with change and rolling with the punches, I think that’s as clearly as it comes. My previous boss had 12 bosses within the year. There’s a very quick and constant turnaround. People hone in on the skills needed for the department. You’re assigned to a project, and you have to learn everything there is to know about that specific area – and then another department will want that skill set. They’ll say, “Can we steal that person?” And that person ends up leaving. Or that person transfers into another department.

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Sample story:

I was team leader for a re-engineering project. My team was responsible for change management for the implementation. We had no in-house change-management expertise, so a consulting firm had promised to bring in an expert to assist with design and development for change and then transfer the knowledge to provide us with the in-house expertise we needed for the ongoing rollout. As the design and development of the implementation phase progressed, the huge amount of change that would need management became alarmingly clear. The consulting firm failed to provide the change-management expert. Since I was responsible for this aspect of the project, and change-management was not being properly addressed, I began to be scapegoated, and I truly began to fear for my job. The project was in jeopardy of failing because of the consulting firm’s failure to provide the appropriate level of expertise. Ultimately, the desired results were not achieved. I’ve therefore learned to trust my instincts and gain support of others earlier so I won’t be scapegoated for the lack of expertise needed to make the change. I am also willing to obtain additional training so I can be the one with the expertise.

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A major premise of this book is that the job-seeker or worker who can successfully convey – through stories – his or her ability to lead, communicate, and handle organizational change has an advantage over other job-seekers and workers. It’s important to be able to tell stories about other skills, characteristics, and values, too, and they are covered in the next chapter, but “change skills” are the most important because they also encompass many other skills that employers seek. Here’s the reason why.

Where stability was once the goal of organizations, relentless change is now the constant. Scholars characterize change today as no longer an option but a necessity. Without change, organizations lack the competitive and visionary edge they need to succeed. Some experts compare the current age of profound organizational change to the Industrial Revolution.

What’s responsible for this inexorable change? Let’s let real stories in upcoming entries illustrate some of the major causes.

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This book is rooted in my dissertation research for my Ph.D. in organizational behavior from Union Institute & University. I’ve made an exhaustive study of what scholars and experts have to say about the uses of storytelling and how those uses can be applied to the job search and career advancement. I’ve also conducted interviews with job-changers and people in changing organizations as well as focus groups with hiring managers, recruiters, and human-resources professionals to obtain their reactions to storytelling in resumes, cover letters, and interviewing.

Part 1 of this book explains why storytelling is especially useful and effective in conveying how a job-seeker has handled, led, and communicated organizational change, as well as how to craft stories, not just about how they’ve dealt with change, but how they’ve demonstrated many other skills that employers demand.

Part 2 delves into the specifics of integrating stories into networking, resumes, cover letters, interviewing, portfolios, and personal branding.

Part 3 describes how you can deploy storytelling within an organization – to advance in that organization as well as to communicate about and cope with change.

Your story is unique and special. My goal is that this book will guide you in telling your story in many ways that will propel your career.

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Effectively using stories in job-seeking venues offers the further benefit of demonstrating your communication skills, which is significant because most employers seek candidates who communicate well. David Boje, a well-known scholar in the organizational-storytelling field, wrote in 1991 that “people who are more skilled as storytellers and story interpreters seem to be more effective communicators than those who are less skilled.”

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Especially revealing to employers are personal and career stories about coping strategies, risky moves, choices made under pressure, imperfections, and lessons learned from mistakes, failures, and derailments. Chapter 1 explains more about these change stories.

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Employers don’t want to know merely the dry facts of what you’ve done. They want examples, anecdotes, illustrations – stories. You can showcase just about any skill with a story (Chapter 2 tells you more about how to do it). Washington advises that “using anecdotes to describe job skills is a highly effective interview technique.” Truly scrutinizing the stories behind your life and career enables you to recognize patterns that reveal and reinforce who you are, what you can do, how you are qualified, what you know, what you value, what you’ve learned, what you’ve accomplished, and what results you’ll produce for the employer.

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Consider that many job-seekers or co-workers vying for the same position you seek probably have qualifications that are similar to yours. But will they be describing those qualifications to employers in evocative story form? Probably not. If you do, you’ll distinguish yourself from those who seek to sell themselves to employers in less engaging ways.

Look around you. Story is everywhere. Increasingly, advertisers are telling stories in TV commercials and print ads. In an age of minuscule attention spans, marketers know that stories are the key to drawing in their audiences and connecting with them emotionally. A growing body of literature describes the link between storytelling and marketing/sales including an article in which Warren Hersch discusses the value of storytelling in insurance sales (“storyselling” in the words of Mitch Anthony, a financial planner that Hersch quotes). Merely being educated about a product is not enough to motivate a buyer to take significant action, Hersch notes; clients need to be emotionally energized through story. Given that that the intuitive thinking associated with stories leads prospects to conclusions more easily than does analytical thinking, Hersch advises salespeople to “use storytelling to build rapport and credibility with the prospect. Substitute “employer” for “prospect” and “job-seekers” for “salespeople,” and Hersch’s advice about using story in sales becomes instantly applicable to the job-seeker selling himself or herself to an employer.

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... and inspire the listener’s investment in the storyteller’s success. When stories convey moving content and are told with feeling, the listener feels an emotional bond with the storyteller. Often the listener can empathize or relate the story to an aspect of his or her own life. That bond instantly enables the listener to invest emotionally in your success.

The Information Age and the era of knowledge workers may seem cutting edge, but in his popular book, A Whole New Mind, Daniel Pink asserts that society has moved beyond that mindset and into the Conceptual Age in which we are “creators and empathizers,” “pattern recognizers,” and “meaning makers.” Story is an important tool in this age because it enables us to “encapsulate, contextualize, and emotionalize.” Pink refers to story as “context enriched by emotion” and tells us that “story is high touch because stories almost always pack an emotional punch.”

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Trust has grown into a significant issue in recruitment. High-profile job-seekers who’ve been caught lying on their resumes are just one reason employers are reluctant to trust job-seekers. In 2004, outplacement firm Christian & Timbers researched the resumes of 500 corporate executives, and discovered 23 percent of executives lied about their accomplishments. Job-seekers can gain an employer’s trust by integrating story into a resume, cover letter, or in an interview.

As Annette Simmons writes:

Before you attempt to influence anyone, you need to establish enough trust to successfully deliver your message.…People want to decide these things for themselves…the best you can do is tell them a story that simulates an experience of your trustworthiness. Hearing your story is as close as they can get to first-hand experience of watching you “walk the walk” as opposed to the “talk the talk”… You need to tell a story that demonstrates you are the kind of person people can trust.

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Annette Simmons and many other experts extol story as a way for others to remember people and their messages. Tom Washington, who devotes a full chapter of his 2000 interviewing book, Interview Power, to storytelling asserts that “in less than three minutes, you can tell a powerful story that will make interviewers remember you favorably for days, weeks, or even months after the interview.” Indeed, we remember people who tell stories because, as psychologists and neuroscientists tell us, stories form the basis of how we think, organize, and remember information.

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Not only can telling stories enable others to know you better, but they can help you get to know yourself better. Developing and telling your stories can become the underpinning for self-authentication. As you see common threads and patterns emerging in your stories, you’ll understand more about yourself, your goals, your best career path, your ideal job – and this understanding can’t help but boost your confidence and improve your ability to sell yourself to an employer. An emerging movement in career counseling involves constructing career narratives that enable job-seekers to uncover meaning and connections. They become central characters in their own stories and plot their own futures.

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Stories satisfy the basic human need to be known. Clearly, being known among employers is a major goal of job-seekers, and it is in large part through resumes, cover letters, portfolios, and employment interviews that employers get to know candidates. Job-seekers can gain the employer’s recognition by integrating storytelling into these career-marketing communications.

In Training & Development magazine, Bonnie Durrance tells a tale that exemplifies the notion of revealing one’s personality through story. She describes an aspiring dancer exuding happiness and a positive attitude while working in a tollbooth. While many toll-takers might consider such a job soul deadening, the protagonist in Durrance’s story radiates joy because he turns on music and practices his true aspiration – dancing – in his tollbooth throughout his shift. “We can feel the story move us,” Durrance writes, “opening windows of possibilities, expanding our idea of work, and challenging our thoughts about jobs, dreams, and tollbooths.” It’s not difficult to picture the toll-taker/dancer interviewing for his next job and dazzling the interviewer with his upbeat take on making the best of a dull job.

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Once upon a time, a job-seeker underwent a frustrating series of interviews over a five-month period with no job offer. Then the discouraged young man read a book that suggested composing personal stories. Doing so, the job-seeker found, provided him with better interview preparation than any coaching he had ever experienced. Using stories he hadn't remembered before he read the book, he said, made him more confident, convincing, and persuasive in his interviews. Stories enabled him to present himself in a personable and powerful way to his interviewers. He again used stories during the next round of interviews.

The tale ends happily with his hiring in an executive position that represented a major advance in his career. The job-seeker is a real person who posted a review on Amazon.com of Annette Simmons's 2001 book, The Story Factor.

Tell Me About Yourself: Storytelling that Propels Careers extends the ideas of Simmons and other current authors who tout the value of storytelling. The book being serilized in this blog focuses on a narrow yet powerful use of storytelling – telling stories to advance your career, whether by moving up in your current organization or landing a job in a new organization. The title comes from the most commonly asked question (which isn't even a question but a request) in job interviews, "Tell me about yourself." Composing stories to reveal your personal and professional self in response to that "question" is just one way to use storytelling to propel your career.

Simmons writes that the natural reaction of an unfamiliar person whom you hope to influence is to distrust you – until you answer two major questions. The first question is "Who are you?" In resumes, cover letters, portfolios, and interviews, job-seekers attempt to tell who they are, but how often do you think these communications really
convey a sense of who the job-seeker is? Simmons' second question, "Why are you here?" can be translated as "Why are you contacting this employer?" and "Why do you want to work for this organization?"

But answering those questions is just the beginning of how storytelling can springboard your job search and career advancement.

Next installment: More reasons that storytelling is especially appropriate in the job hunt.

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