How to Read between the lines of a job advert

In the job avert below (real advert that appeared online this week), I have picked out the key points and will show you how to find out exactly what the employer is saying, what problems they have that need solving, and more importantly, how you can use this information to best effect

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If you are looking to join a business which will give you a structured career path and offer you all the training, development and opportunities needed to take your career to a higher level then look no further than my client. As a global leader in the Electrical Goods industry and one of the world's most recognised brands, my client is a truly innovative business. Having invented many of today's leading technologies and boasting cutting edge and unique products and designs, they are a vibrant, progressive and exciting business.

Following progression internally my client is looking for a talented Key Account Manager / Junior National Account Manager to join the sales team. Selling market leading products in categories such as Flat Screen TV, Home Audio, Small Kitchen Appliances and Electrical Personal Care, you will manage key accounts within the department store channel such as House of Fraser and Debenhams. In addition you will support the Senior National Account Manager on the John Lewis account and benefit from the excellent coaching and training this proven senior sales professional will provide you. Tasked with maximising profit and loss while driving in store brand awareness, you will be capable of ensuring sales targets are set and achieved in line with company requirements. Strategically focused, you will be responsible for accurate account range and promotional planning along with profit and loss responsibility.

To be considered you must have experience of managing multiple retail customers at head office level and be a highly talented team player with the ability to progress your career to a higher level. You could be a Key Account Manager, National Account Executive or National Account Manager. Coming from either the electrical goods industry or alternatively from a more traditional FMCG business, you will have the skills to carry out accurate long range forecasting and have the personal skills to build and influence relationships both with the customer and internally. Knowledge of category management would be ideal as would a strategic, creative and innovative approach. Your success will be rewarded by fast track career progression to national account management and a long term career with a global leader.

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Phew! This is a pretty big job ad- what does that mean to you?

Firstly- the employer is telling you that they see themselves as as the leader in their field (global leader, vibrant, progressive and exciting business, truly innovative, etc.)

The language they are using tells you everything you need to know- second best need not apply- make sure your cv and cover letter demonstrates how you were first in things-leading sales, competition winner, etc. If you were second or lower position in anything, just mention the actual result in your CV or cover letter.

The employer is looking to employ for a specific position (talented Key Account Manager / Junior National Account Manager). Actually that's not that specific is it? They aren't sure what they want. Reading between the lines, they want someone who can progress to Junior National Account Manager- perhaps what they want is to pay for a key account manager? Clearly a question for interview- you need to find out what's on offer.

The employer is keen to show that they promote and progress people from within (Following progression internally, excellent coaching and training). If you have been promoted internally at any time, mention it in your CV or cover letter- mentioning in a cover letter that you are looking for a career with a company that develops it's people is a great idea here.

The employer sells electrical goods (Flat Screen TV, Home Audio, Small Kitchen Appliances and Electrical Personal Care). Clearly, if you have experience of selling this sort of product, that needs to be mentioned. Interestingly, they will also entertain candidates from other industries (or alternatively from a more traditional FMCG business). This last piece of information is gold dust- it shows that there is a potential shortage of suitably experienced candidates- alternatively; they may have found that people from other FMCG industries do well in their business.

Demonstrate exactly what the companies that you have worked for actually do. If you have sold in the FMCG arena, mention that, using the abbreviation FMCG.

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