Authentic Interviewing—Even for Introverts
I recently watched a documentary called Immediate Family about four musicians who played with many of the iconic singers from the 1970s and ‘80s. In an interview with the singer/songwriter Carole King, she made the comment that all she was doing with her music was taking the magic of what happened in her living room to the studio and stage. This is what I tell project teams when they prepare for an interview. The words might change a bit, but the gist of Carole King’s statement is spot on. If you can take the passion, creativity, knowledge, and innovation you have for the work you do in your office into the interview, you stand a much better chance of getting that job.
Think of it this way, if you’re working on a project that inspires you and a friend asks about it, you’ll have no trouble enthusiastically describing it to them. There will be excitement in your voice—you may even be animated! In doing so, your friend will be excited too or at least be drawn to your joyfulness. That’s the vibe you want to project to a selection committee. In theory, interviewees understand my point, but in implementation they want to strangle me for making it sound so easy. How does a project team, many of whom are likely introverts (a hazard of the profession) on perpetual deadlines, walk into a room where they’ll be judged on whether they’ll bring in a major project for their firm, regard interviewing as a happy conversation with their pals?
The first thing I want to tell you is that I empathize. I’m a high-on-the-scale introvert like so many in the AEC profession. Yet somehow, I’ve found myself in front of audiences speaking about proposals and marketing, giving workshops on those subjects, and in the spring, I’m going to be interviewed on a podcast. Every time I see the promo for these events with my headshot front and center, I’m shocked. It’s as though I’m staring at an unknown version of myself. “Who is this person?” I wonder.
But here’s the weirdest part, I have no problem doing these things. If someone asked me to get up and talk about myself, I’d be mortified. But talking about proposals and marketing for AEC firms…no problem. Why? Because I’ve been doing it for more than 30 years. I know the subject matter backwards, forwards, and sideways. Better still, I believe in what I’m telling the audience and I’m satisfying my own innate desire to be of service. I don’t even write scripts anymore, which allows me to be much more authentic. I put slides together and tell stories. Absolutely nothing I talk about circles back to me promoting my business. All of it is aimed at making the attendees and their firms look good. That’s what your clients want, and you can do this too. In fact, I highly advise that you do.
Case in point, a former director of facilities at a public school district once told me that an experienced team of architects lost an interview by bringing in and talking about Smartsheets. Another facilities director once told me that his selection committee didn’t award a project to a firm he had worked with for many years because they were so technical, no one understood what they were talking about. This is where I think AEC professionals tend to sell themselves short, spending too much time on memorization, using what I call archispeak—terminology and diagrams many selection committee members won’t understand, getting into the weeds with too many details, and talking too much about themselves and what they’ve done and not enough about the client and their project.
Ask these directors what they really want to hear, and they’ll tell you that they want to know who the people are they’ll be working with for the next three to five years. They want you to demonstrate how well you’ll get along with their team; whether you’ll be forthright when delivering the daily details of their project, its progress, and its challenges; and feel your passion about the work you’ll be doing with them. They want to know that you know who they are and what’s important to them.
So how do you get there? I promise it’s not that difficult if you’re willing to let go of old interviewing crutches that no longer serve you. I’ve got so many tips you’d be reading this for days, but here are a few of my favorites.
*Note that sometimes clients will give interview teams specific instructions on what they want and, of course, that’s the format you will need to follow first and foremost.
Spin a Good Yarn
First, it has been proven that stories are remembered 22 times more than facts. That may explain the aforementioned director of facilities’ issue with Smartsheets. Stories are more personal. They evoke emotion and let your personality shine through. Remember what I said about pretending that you’re talking to a friend? It works because you’re telling them a story, not delivering stats on a spreadsheet about budgets, timelines, and change orders. If you did that, your friend would glaze over and that’s what selection committees will do. What’s even better about telling a story is that it’s something you already know. You don’t have to look at notes or try to memorize. So instead of talking about how all your projects are on time, tell a good story about how you do that. Pick a project that was particularly challenging, but you came up with some innovative solutions to finish on schedule. I know you’ve got lots of stories, this is just one idea.
Set Up Your Team for Success
When handing out speaking assignments to the project team, I always encourage clients to give them talking points they can identify with. If your project manager loves orchestrating the complexities of construction on an occupied site and that’s part of the project you’re interviewing for, let them tell that story. When people on teams are asked to talk about things they aren’t interested in, or projects they haven’t worked on, or a function of a project they aren’t particularly good at they are forced into last-minute learning and memorization. It’s impossible to show any passion for that unless they happen to also be a stellar actor. Set your team up for success.
Show Them You Know Them
Never lose sight of the fact that you are there to help the client. That should be your approach when strategizing an interview (as well as in any other marketing endeavor). Show that you know who they as an organization. If you haven’t worked with them before, you can usually find a mission statement or their business philosophy in the “About” section of their website. Incorporate that into your presentation.
What are their primary concerns for this project? These are questions that can be asked in pre-proposal meetings or, even better, if you’ve done your work up front and have had a chance to talk with them about their project ahead of the RFP/Q. Address these concerns in the interview with your own stories about facing these challenges on previous projects.
What are their business goals? In other words, once their project is complete, what outcome are they hoping for? Is it to double the revenue of a university’s food court ? Is it to increase attendance at their conference facility? Is it to create a more inclusive environment at their community meetings? How will your project design help them get there? This is also a great way to end an interview—tell them that not only will their food court be a bright, daylit, comfortable space for students but also that by locating it at the front of the student union building facing the busy courtyard and designing for an increased number of vendors to provide more culinary options, they will reach their goal of doubling their revenue.
Now you’ve ended on their success, not yours.
Practice, Practice, Practice
Last, but not least, practice! Practice together so you can be a team. Cheer each other on, listen actively to what your teammates are saying, and if someone gets stuck, help them out. Nothing says “team” more than that. Don’t pretend to know what you don’t know and don’t be afraid to say so when someone throws an odd, technical question your way that you don’t have an answer for. Simply say, “I’m not sure but let me look into that and get back to you.” No one wants a person working on their project who makes up answers and pretends to know everything. Remember, they’re not looking for polished speakers, they’re looking for skilled designers and excellent communicators who are not only experienced but fun to work with. Speaking of fun, it never hurts to add a little humor to your presentation or to laugh at yourself if you make a mistake.
Also, practice your part alone as much as possible. Every time I present, I go through it on my own repeatedly until I’m completely comfortable with the material. When I start saying it differently each time, I know I’m good to go because I’m no longer using a script and my authenticity shines. I promise that if you practice diligently, you’ll feel so much better when you go to the interview you may even surprise yourself. You’ll be just like Carole King—taking that magic you’ve spun rehearsing out of your living room (or backyard, or favorite spot in nature) and into the interview room.
