Those hunting for jobs and new business for their enterprises who succeed know one thing: You have to make it easy for those providing the work to understand what unique value you will offer the organization and how you will fit in seamlessly.
To do that, it's necessary to have down cold the systems approach. The fundamentals of that leverage the theory that everything is interrelated. The classic example is the flapping wings of the butterfly in the forest in X nation can have impacts on the weather in Y nation.
Translated into the hunt for work, that means that every piece of our professional marketing for work has to be integrated. The cover letter, resume, interview and online presence have to communicate a consistent profile. In my line of business it has to be: She thinks out of the box but knows how to manage that to align with the tone and content which clients require.
The common mistake as we transition to new personal branding or new career paths is to revise one element of our marketing materials but not all. For instance, the cover letter might present you as the best choice for contract work in legal document review. But your resume is all about when you actually practiced law in a small personal injury firm. That disconnect turns off those who could have hired you.
Everything is changing. That means we have to invest the energy into reinventing our marketing materials. Those include how we present ourselves on Facebook, LinkedIn, blogs, comments in the media (lots of influentials do read them and will check our LinkedIn profile), tweets and paid advertising.