Identifying your key selling points involves analyzing your professional abilities and attributes. Abilities are skills and knowledge that can be applied to accomplishing work tasks. Attributes are personal traits or characteristics. In the job application process, employers are often looking for more than your abilities. They're trying to figure out the kind of person you are. These judgments often come in the form of adjectives, such as "reliable," "analytical," or "people-oriented." These attributes are difficult to measure precisely, but they indicate how well you will fit into the company culture, how much effort and commitment you will put into your work, and how you will impact the work of others. One useful way of analyzing your abilities and attributes is in terms of credibility. To do so, consider the features of competence (ability to accomplish work tasks), caring (interest in looking out for others and maintaining effective workplace relationships), and character (ability to uphold corporate norms and standards). In this exercise, you will advise a graduating business student about his key selling points as he prepares for a job search. Read the case below and answer the questions that follow. Assume the role of an advisor to Jack Williams. You will offer advice about writing his rsum effectively. After talking to Jack, you've found out the following information: Jack wants a position in marketing. He is particularly interested in using social media. He will soon graduate with a bachelor's degree in business with a concentration in club management. His major course work is in the following areas: marketing, advertising and promotion management, social media, business communication, and leading organizations. He has also gained certification in social analytics, which is a process of statistically analyzing customer sentiment based on social media content and other online behavior. For the past 18 months, he's worked for Golden Sand Townhomes as a leasing agent. At this position, he draws up and files new leases, renewal leases, subleases, and lease addendums. He also works in the front office area, where he answers calls and responds to residents' requests. He's also responsible for setting up parties and other special celebrations for residents at the townhomes. He has helped management develop several marketing campaigns involving print ads. Before working at his current position, he worked for one year at a local history museum as a sales associate. He worked at the customer service and admissions desk. He often handled customer complaints. He also handled the cash drawer. During high school, Jack worked as a host at a local restaurant. He mostly seated guests and bussed tables. Last summer, he spent one month helping run a children's program at a national park. He supervised and organized the activities. He also helped with public relations by working with customers by phone and email. Jack has excellent computer skills. He has helped with website development at several of his positions and used spreadsheets to work on budgets and forecasts. He is an active member of the Professional Convention Managers Association and the Club Managers Association of America. He is the VP of marketing for a student club on campus called the Hospitality Industry Project. In this position, he organizes meetings, social events, and sports tournaments. He also invites various hospitality professionals on campus to talk to the club. Members of the club are often allowed to work behind the scenes at major community events. Jack is active in the lacrosse club and serves as the treasurer. He also participates in intramural basketball and badminton. Jack enjoys chess, travel, and classical music. 1. Which of the following is an ability that best describes Jack? a. customer service in the hospitality industry b. financial analysis c. social media marketing 2. Which of the following attributes best describes Jack? a. innovative b. persuasive c. reliable 3. Which of the following attributes best describe Jack? a. team-oriented and supportive b. analytical and organized c. independent and inquisitive d. passionate and loyal 4. Jack wants to describe an experience that promotes his potential in social media marketing. Which of the following storiesassuming all are truthfulwould best show this potential? a. In his role in the Hospitality Industry Project, he has often used Facebook to form groups, make announcements, and send invitations to increase participation. b. He has read dozens of books about the latest techniques in social media marketing. c. While getting his social analytics certification, he was part of a team that analyzed consumers' responses to a local company's social media marketing campaign. 5. Which of the following abilities does Jack most likely possess? a. conflict resolution b. training c. supervision of employees d. report writing 6. Jack shares his experiences as the VP of marketing for the Hospitality Industry Project. He explains that he organized a series of speakers that focused on professional ethics and values in the industry. He explains that he was able to organize each event in the series with excellent speakers and large audiences. He is demonstrating credibility primarily in what way(s)? a. caring b. competence c. competence and character d. character e. competence and caring 7. Jack explains that he has strong potential in social analytics. He says, I like to find out what customers want and make sure I meet their needs, and I think thats the basis for good marketing. Ive always done that, as a leasing agent, as a sales associate, and as a restaurant host. Using social analytics lets me identify the needs of customers on a scale that is really exciting, where I can see what entire consumer groups are thinking and feeling about various products. He is demonstrating credibility primarily in what ways? a. competence and character b. caring and character c. competence and caring