Television commercials last for about thirty seconds.

Thirty seconds is sufficient time to sell a product or a service, or yourself, (or at least enough time to get someone’s interest). Yet people find it difficult to concisely communicate their background, strengths and objectives. A disciplined, practiced approach, using the example of the thirty second commercial, can be very effective for handling any number of interview and meeting situations.

Your Personal Commercial should contain three major elements:

1. Who you are, going forward in your career. State your functional area and professional status, not your job title.

2. Your last position. Now your exact title; usually it is too specific or particular to the organisation. Translate it into something anyone can understand. State your key responsibilities.

3. Your future focus. Enthusiastically paint a picture of the kind of work you want to do, the kind of contribution you want to make and the kind of results you want to achieve for an organisation.
If you are in the exploration stage in your career transition, don’t be afraid to communicate that. Explain the career options, types of work, organisations, or industries you are exploring at this time.

Here is an example

I am finance professional with expertise in change and improving accounting and control functions.

My most recent position was with ABC Ltd and I was responsible for leading a project to implement a standard cost system. In addition, I developed and implemented the accounting systems in a start up situation and improved inventory controls which resulted in substantial cost savings.

My next career goal is a finance position in a large, professional consulting firm.

Take the time to create a Personal Commerical and the more your talk to people, the more you will realise what an advantage it is to have a clear, precise answer to the many questions that you will be being asked. Make sure you practise it until you can communicate it smoothly and fluently.

Ultimately you should have several versions of your Personal Commercial, ranging in length from 30 seconds up to several minutes. Longer versions, which include more information about your strengths and achievements, may be appropriate for interviews.