Switchers

About the Author

Dawn Graham, Ph.D., is one of the nation’s leading career coaches. She is the Director of Career Management for the Executive MBA Program at The Wharton School, where she counsels business leaders on making strategic career choices. A licensed psychologist and former corporate recruiter, Graham hosts SiriusXM Radio’s popular weekly call-in show Career Talk. In her book, Switchers: How Smart Professionals Change Careers and Seize Success, she provides proven strategies for making successful career transitions.

Main Idea

Switchers offers a comprehensive guide for professionals looking to change careers. Dawn Graham emphasizes that traditional job search methods are not effective for career switchers. Instead, she provides a tailored approach that involves understanding hiring managers’ concerns, identifying transferable skills, and creating a compelling narrative to convince employers to take a chance on you.

Table of Contents

• Introduction
• Choose Your Switch
• The Psychology of the Job Search
• Create Ambassadors
• Keep the Ball in Your Court
• Always Sleep on It
• Clarify Your Plan A
• Craft Your Brand Value Proposition
• What Got You Here Won’t Get You There

Introduction

In today’s dynamic job market, switching careers has become more common. However, it’s not an easy feat. Graham explains that many career switchers give up not because they lack skills but because they don’t have the proper strategies. She introduces four foundational attitudes for success: responsibility, reality, risk, and resilience. By adopting these attitudes, switchers can navigate the complexities of career transitions effectively.

Choose Your Switch

Understanding the type of switch you are making is crucial. Graham categorizes switches into three types: industry switch, functional switch, and double switch. Each type has its challenges, and knowing these can help you design an effective strategy. For instance, switching industries might be easier than making a double switch, which involves changing both industry and function.

Industry Switch

This switch involves moving from one industry to another, such as transitioning from corporate to academia. It is moderately challenging and requires demonstrating how your skills are transferable to the new industry.

Functional Switch

Switching functions within the same industry, like moving from accounting to marketing, is more challenging. It requires proving that your skills can be applied in a different functional role.

Double Switch

The hardest switch is changing both industry and function simultaneously. This requires a well-thought-out plan and strong narrative to convince employers of your capability in the new role.

The Psychology of the Job Search

Humans hate loss, and this aversion can be a significant barrier in a career switch. According to Daniel Kahneman and Amos Tversky, loss aversion refers to people’s tendency to feel losses more deeply than gains of the same value. Graham explains that both job seekers and hiring managers are affected by this bias. Understanding and addressing these psychological factors can give switchers a clear advantage.

Addressing Bias

Recruiters often rely on biases to reduce the résumé pile, making switchers easy targets to weed out. Graham advises switchers to research and understand the pain points of their target industry and address them proactively.

Emotions in Decision-Making

Despite the data-driven nature of business decisions, emotions play a significant role in hiring. Switchers should make it easy for hiring managers to see how their skills will benefit the company, creating a sense of relief and positivity.

Create Ambassadors

Networking is critical for switchers. Graham introduces the concept of creating “brand ambassadors” who can advocate for you within their networks. This involves building genuine relationships and ensuring your contacts understand your brand value proposition (BVP).

Building Your Network

• Start with your current contacts and expand to second-level connections.
• Approach networking with curiosity and a focus on building relationships.
• Engage in mutually beneficial exchanges of information and resources.

"Your network really is your net worth." - Dawn Graham

Keep the Ball in Your Court

Interviews are critical for career switchers. Graham advises switchers to anticipate the underlying questions behind interview questions and prepare responses that address these concerns. For instance, when asked why you’re interested in a job, explain how it fits into your overall career path and is not an impulsive decision.

WATRA Technique

WATRA stands for “What are they really asking?” This technique helps switchers frame their answers to address the core concerns of interviewers.

Example:

• Question: "Why are you interested in this job/company?"
• WATRA Interpretation: "How do I know this isn’t an impulsive career change?"
• Response: "Share your career story to explain your planned and thoughtful career transition."

Always Sleep on It

Negotiating a job offer can be daunting, but it’s essential for switchers to advocate for their value. Graham emphasizes that negotiating does not distance you from the employer; rather, it can deepen the relationship by demonstrating confidence and assertiveness.