Jason Vana

Marketing Director

Attract the RIGHT customers to your business | Brand & content strategist | Founder at SHFT | Known as #sassyjason

Struggling to attract the right clients?

You have a brand strategy issue.

Attracting the right people requires understanding why they should buy from YOU, when there are 1000’s of other options easily accessible through Google.

In order to attract, convert, and retain the right clients, you need to:

- Know what makes your business unique
- Communicate what makes your business unique
- Create an experience that shows what makes your business unique

It’s all about highlighting your uniqueness.

That’s where my agency steps in.

Through collaborative workshops, research, strategy, and design, we will help you uncover, communicate, and build an experience around your uniqueness.

Working with us typically looks like:

- industry, competitor, and customer research
- brand and marketing workshops 
- brand and marketing strategies
- design (logos, websites, marketing materials)

It culminates in an Onlyness Action Plan — your 1 year, step-by-step brand and marketing to-do list.

All so you become the ONLY choice for your ideal customers.

And make a lot more money.

Want to learn more?

Send me a message.
Or book a call at shft.agency/discovery

Founder & CEO

We transform B2B service companies into the ONLY choice for their ideal customers. Our clients see a 20%+ increase in revenue with our brand and content strategies. 

Here's how we help:

◼️ Brand Strategy (customers, uniqueness, messaging, touchpoints, story)
◼️ Brand Design (logos, colors, fonts, collateral)
◼️ Content Strategy (demand gen, content creation)
◼️ LinkedIn (strategy, content, profile audits)

Interested in learning more? DM me or book a discovery call below.

I was in the ER twice this week with chest pains.

Once on Sunday. Again, on Tuesday, which led to my being admitted.

It was scary as hell.

My family has a long history of heart issues:

- Mama Vana had stents at 55 and quad bypass at 70
- Dad died of valvular cardiomyopathy at 46
- Brother had a heart attack in his early 40s
- Uncle had a heart attack in his early 40s
- Cousin had a heart attack in his early 40s

See a pattern there?

I'm 45. 

Chest pain is not something a male in this family should mess with.

(stupid genetics)

Thankfully, everything is fine.

I did NOT have a heart attack.
My echocardiogram came back clean.
My CT angiography came back clean.

Apparently, my heart is strong.
My valves are working.
My arteries are clear.

Ya boy's heart is like Superman. 

(and it's going to stay that way)

Still don't know what's causing the chest pains.
But we do know it's not my heart or lungs.

Which means one thing:

Y'all are stuck with #SassyJason.

Why am I sharing all of this, besides for an algo boost?

It was nice not having to worry about the business during all of this.

Client work got done.
Emails got responded to.
I even made money while in the hospital.

THAT was all possible because of our strategy.

And my amazing team.

Build correctly.

You won't have to worry about your business when life decides to sucker punch you in the chest.

✌🏼

#shftyourbrand

Become the ONLY choice. I build b2b service brands that stand out + drive revenue. Founder/CEO at Shft.Agency. Known as #SassyJason

Most personal branding "experts" are an absolute joke.

→ just be yourself
→ just be authentic
→ just post on LinkedIn
→ just create more content
→ your personality makes you different

👆🏼 Any real brander knows that advice is sh*t.

Yes, you have to be authentic.
Yes, you have to create content.
Yes, you need a personality.

BUT 👏🏼 THAT 👏🏼 SH*T 👏🏼 DOESN'T 👏🏼 MAKE 👏🏼 A 👏🏼 BRAND 👏🏼

Here's what actually builds a brand:

1. create a unique strategy
2. create a unique value
3. create a unique position
4. create a unique perspective
5. create a unique offer
6. create a unique identity
7. create a unique experience

In that order.

Personality, content, and being yourself are steps 6 and 7.

And if you don't have steps 1-5 in place...
Steps 6 and 7 won't make you money.

So before you start working with that personal branding "expert"...

Ask them a simple question:

How much money have your clients actually made?

If it's not at least 2x what you make...
RUN.

They're selling you sh*t.
Not a brand.

#SassyJason out.

✌🏼

#shftyourbrand

——
PS - Grab my All-in-One Strategy Bundle. 12 strategy resources for only $199. https://lnkd.in/epNdCFR7

Creating a new category is a balancing act.

Most founders try to be way too different.

→ Optimization specialist
→ Organizationalist
→ Business tidier
→ Life creator

(all categories I've heard from prospects)

None of them makes sense.

Because there is no point of reference to understand what they are.

And no one in their right mind is searching for a Business Tidier 

🙄

Creating a new category requires:

→ Familiar enough to understand
→ Different enough to stand out

Take Edge Cleaning Service in Washington.

They created a brilliant category.

House Detailers.

→ Clear on what they offer (house cleaning)
→ Understandable (we all know what detailing is)
→ Aligns with how people search (detailing is synonymous with deep cleaning)

They took two existing categories (house cleaning and car detailing)...
Smashed them together (house detailing)...
To stand out in the market.

And that's the key to category creation.

Familiar enough to be searched for.
Different enough to stand out.

Find that balance.

Or that "new" category you created will confuse the hell out of people.

And confused people NEVER buy.

✌🏼

#shftyoubrand

Dear LinkedIn,

Please fix your sh*t.

Signed,

Every Creator Not Using a Pod Or Paying for Engagement

shftagency

fusion-tech-integrated-inc

ignite-student-ministries-inc.

JSESSIONID

li_at

Talks about #content, #branding, #marketing, #brandstrategy, and #contentstrategy

Confession: I hate most of the large accounts on LinkedIn.

Fluffy, stolen, regurgitated nonsense that helps no one.

That's why I only engage with smaller creators.

Those who actually help my business.
Those who teach me something valuable.
Those who have a personality beyond "look how vulnerable I am."

They are the creators who are doing LinkedIn right.

I follow 100s of small creators.

Here are the top 11 you should follow as well:

Alex B Sheridan → video creation that drives revenue

Morgan J Ingram → outbound and Sales Nav genius

Sara Stella Lattanzio → best damn marketer I know

Patrick Cumming → LinkedIn ads savant

Phillip Oakley → a brilliant strategist and positioning genius

Stephen Houraghan → a brand strategist I've learned from

Jacob Pegs → amazing content creator I've been learning from

Irit Levi → process, automation, and operations genius

Mina Mesbahi → one of the best content strategists I know

Katelyn Bourgoin 🧠 → buyer psychology + content strategist = amazing

Richard Moore → the master at closing sales

There are 100s more I could add to this list.

(Please don't cry if you aren't on this list. I still love you)

But these are the creators I recommend to my clients. 

Because I learn from them.

And that, my friend, is what your content should do.

Entertain, but more importantly, EDUCATE your ideal customers. 

So they trust you.
Adopt your POV.
And hire you.

Give all eleven a follow.
And tell them #SassyJason sent you.

You can talk about how great I am for introducing you. 

✌🏼

#shftyourbrand

-----
PS - I'm out today and this week, celebrating Thanksgiving with my family.

PPS - grab all 12 of my paid resources + a $500 discount on a 90-min consultation with my Black Friday All-in-One Bundle → https://lnkd.in/e4YSrcGG

(7) Post | Feed | LinkedIn

My least favorite part of building a brand strategy:

Purpose. Vision. Mission. Values.

Fluffy garbage. 🤮

Case in point.

In 2023, I rebuilt how we create brand strategies at Shft.

My goal: make them lean enough to drive revenue fast.

So I did what most brand strategists wouldn’t dare.

I cut purpose, vision, mission, and values.
(You can pay me extra if you really want them.)

At first, I thought clients would freak out.

They didn’t.

We built strategies 3x faster.
Revision rounds dropped.
Clients made more money faster.

No one cared about what was “missing.”

Because their brand was doing what every brand should do:

MAKING 👏🏼 MORE 👏🏼 MONEY 👏🏼 

Sure, purpose, mission, vision, and values have their place.
But they don't pay the bills.

You can spend months perfecting your mission statement and make $0 from it.

Or you can build a brand strategy that actually makes you money.

Choose wisely.

✌🏼

#shftyoubrand

The only organic metric I care about on LinkedIn:

Saves.

Reach can be hacked. 
Comments can be written by AI.
Reactions can be driven from a pod.

Saves are the only metric that accurately shows the quality of your content.

Think about it.

No one is going to save sh*tty content.
Or content that doesn't help them.
Or content that isn't relevant.
Or content with selfies.

We only save content that solves a problem.
And that resonates with what we want to build.

And THAT'S the content that drives sales. 

(at least, that's why my clients say)

Want to get more saves on your content?

Try this ↓

1. Know your ideal customers
Determine who is most likely to buy from you.
Get as specific as possible.

2. Know the problems your clients face
Talk to them. Ask them questions. 
Follow up with "why does that matter?"

3. Solve those problems in content
Give them frameworks, tips, and advice.
The more practical, the better.

4. Push a next step
Tell them where to get more help.
A product, call, email → don't leave them hanging.

Practical content gets saved.

The more of your content they save, the more trust you build.
The more trust you build, the closer they are to buying from you.

And that, boo, is the goal.

Create content that gets saved.

You'll build trust and make more money that way. 

✌🏼

#shftyourbrand

-----
PS. Get the full breakdown in tomorrow's Brand Shft email. Subscribe here → https://lnkd.in/eX_VpwT7

Your brand isn’t just a client magnet. It’s a door opener.

Most founders think branding = more leads.

YES, BUT...

A strong brand puts you in places money can't.

Case in point:

Last week, I spoke to Stephen Houraghan's Brand Masters Academy.

I've followed him for years.
Took two of his courses.
Even wanted to be him when I grew up.

(still waiting on that to happen)

He asked ME to teach his community.

Not because I pitched him.
Not because I paid for access.
Not because I sent 47 follow-up DMs.

It's because I built a brand:

I showed up consistently.
Commented thoughtfully.
Built something worth noticing.

That's what happens when you nail your positioning.

You stop chasing opportunities.
They start chasing you.

- Speaking gigs find you
- Partnerships form naturally  
- Mentors become colleagues
- Dream clients slide into your DMs

Your brand is working while you sleep.
Opening doors you didn't know existed.
Creating opportunities you couldn't have planned.

Want to build a brand that opens those doors?

Let’s find what makes your brand the ONLY choice → https://lnkd.in/eH8Y-YC6

It’s 90 minutes to unlock the doors your brand should already be walking through.

✌🏼

#shftyourbrand

Feeling stuck sucks.

But it's not the final word.

All you need is a bit of clarity.

A vision.
A decision.
A roadmap.
A fresh idea.

Something that sparks life back in you.

I see this with every 1:1 client I've worked with.

They launched their business with a lot of excitement.

But the years wore them down.

- tactics that didn't work
- offers no one wanted
- content that fell flat

No matter what they did, they couldn't grow.

You know what finally worked?

Achieving clarity on three simple decisions.

- What makes you unique
- Who do you want to serve
- How will you attract them

I've driven $70M+ in new revenue for clients, and I can tell you this:

Nothing will work until you make those three decisions.

No new marketing campaign.
No LinkedIn hook.
No DM script.
No rebrand.

Make those three decisions.
And watch everything fall into place.

If you're ready to get clarity on your business, all of my resources are on sale for Black Friday.

→ Strategic Goals Toolkit
→ Uncover Your Differentiation Workshop & Miro Template
→ Assumption Reversal Exercise
→ Ideal Customer Playbook
→ Onlyness Strategy Template
→ Paid Discovery Offer Blueprint
→ Brand One-Liner Templates
→ LinkedIn Just Get Started Guide
→ The $700k+ LinkedIn DM Templates
→ Sales Staircase
→ One-Liner Roaster GPT
→ Niche Channel AI Prompt

Plus, a $500 discount on a 90-min consultation.

That covers everything from setting goals to marketing.

Separately, they cost $1,242.

Get the All-in-One Black Friday Special for only $199.

Check it out: https://lnkd.in/e4YSrcGG

These are the exact exercises, templates, and frameworks I have used to position 145+ B2B brands as the only choice.

And drive over $70M in new revenue.

Tactics won't get you unstuck.

Clarity will.

✌🏼

#shftyourbrand

I have a confession to make:

My Black Friday all-in-one bundle was a flop.

I put all 10 of my digital products + 2 of my GPTs into one bundle...
Gave people a $500 discount on a 1:1 consultation...
Packaged them together (separately $1,242)...

And sold it for $199.

I was expecting to make 50 sales.

Which wasn't a crazy goal.

I sold over 200 of my LinkedIn Just Get Started Guides (included in the bundle).

50 was a very conservative goal.
But I only sold 10. 

And I know why:

I didn't market it well. 

- 1 email announcing it
- 1 LinkedIn post about it
- 2 IG stories that were afterthoughts
- No reminder emails

And the worst part:

- I wasn't even actively engaging on LinkedIn when that post launched.

I was off spending time with family and expected my post to just take off.

I fell into the same mindset I tell my clients NEVER to have:

If I build it, they will come.

🤦🏻‍♂️

Look, you can have the best offer ever.

I mean, $199 to get everything you need to:

- set business goals
- uncover your differentiation
- know your ideal customers and how they buy
- create your brand strategy
- build an offer
- create a paid discovery offer
- create a sales staircase so you don't have to sell
- write your brand messaging
- roast your brand message and get improvements (GPT)
- find niche marketing channels
- build a profitable LinkedIn presence
- send DMs on LinkedIn that generate revenue

It's everything I do for my clients..,
and charge a minimum of $18K for...

For $199.

That's a killer offer.

But without good marketing, even killer offers flop.

Remember that. 

You need marketing to sell your offer.

Anyone who says otherwise is a damn fool.

✌🏼

#shftyourbrand

-----
PS - I'm extending the Black Friday sale until this Saturday. Grab your copy here → https://lnkd.in/epNdCFR7

I  start every brand strategy project with a single question:

What are your goals for the business?

- the revenue you want to make
- the life you want to live
- the size of your team
- how you spend your time

👆🏼 Those are all important when creating a strategy.

Because a strategy is a decision about how you prioritize your time, money, and resources to...

ACHIEVE 👏🏼 A 👏🏼  SPECIFIC 👏🏼 GOAL 👏🏼 

No goal = your strategy is pointing you nowhere. 

Here are my *new* goals for Shft:

- $1M in revenue
- work 4-5 hours a day
- focus on creating my content
- help 100s of SMBs stand out + drive revenue
- only take on 4 large branding projects each year
- small team of experts who don't need supervision

Those goals demand changes in our strategy. 

- selling digital products
- launching a paid community
- simplifying our delivery processes
- creating clearer SOPs
- hiring high-quality people

Goals dictate your strategy.

So figure out what you actually want to build.

Once you see your goals clearly, the strategy almost writes itself.

Need help with that?

Grab my Strategic Goals Toolkit → https://lnkd.in/eei5cqAZ

It'll help you map out the goals needed to create an epic strategy.

Future you will thank you for getting strategic now.

✌🏼

#shftyourbrand

6 Strategic Goals Every Founder Needs | Shft Agency

Stop creating strategies you never use.

You don't need another brilliant plan to save your business.

Beautiful slides.
Detailed timelines.
Comprehensive analysis.

All for it to collect dust while you focus on doing whatever feels urgent.

🤦🏻‍♂️

Here's what to do instead:

Build a strategy you WANT to implement:

1. Start Small
Pick ONE thing to focus on for the next 30 days. 

2. Make It Measurable
If you can't track it, you won't do it. Set clear metrics that matter.

3. Schedule It
Block time in your calendar. Treat strategy execution like client work.

4. Review Weekly
Every Friday, ask: "Did I move the needle on my strategy this week?"

5. Adjust Fast
If something isn't working after two weeks, pivot. Don't wait months.

The goal isn't to create the perfect strategy.

(It doesn't exist, boo)

It's to create a strategy you'll actually execute.

Because a mediocre strategy you implement beats a brilliant strategy you ignore.

EVERY 👏🏼 SINGLE 👏🏼 TIME 👏🏼 

Stop planning your way to success.
Start executing your way there.

Your future self will thank you.

✌🏼

#shftyourbrand

If I had to rebuild my business from scratch...

Here's exactly how I'd do it ↓

1. Get crystal clear on what you want to build.

I changed my mind every other month — solopreneur, massive agency, fractional CMO.

Because I looked at what everyone else was doing and thought:

THAT'S what success looks like. 

🤮

Define what you want to build.

Set goals for your time, focus, and team size.

Building is much easier when you do.

2. Know your ideal customers.

You need to know them inside and out.

Who they are, what they love, what they struggle with, how they buy, who they trust, what motivates them to buy.

Every post, every offer, every DM should speak to THEM.

3. Create an offer staircase.

Having 10 different offers means you're known for nothing.

Pick one main offer and break it into steps:

- Freebie lead magnet
- Paid digital product
- Paid discovery offer
- Low-tier version (done by you)
- Mid-tier version (done with you)
- High-tier version (done for you)

ONE offer. 
Different levels of access.

4. Pick 3 platforms and post regularly.

Educate and entertain your ideal customers where they are.

Make it a mix of:
- Social (LinkedIn, IG, TikTok)
- Email (launch an email newsletter, boo)
- SEO (YouTube or blog posts)

Those three cover the basis of the buying journey.
And guarantee you show up where and when they are looking.

4 steps.
Years of frustration avoided.

If you want to build smarter, all of my resources are on sale for Black Friday.

It's everything you need to implement those 4 steps yourself.

Separately, they cost $1,242.
Get the All-in-One Black Friday Special for only $199.

Check it out: https://lnkd.in/epNdCFR7

These are the exact exercises, templates, and frameworks I have used to position 145+ B2B brands as the only choice. 

And drive over $70M in new revenue.

All by implementing four simple steps.

✌🏼

#shftyourbrand

My email signup form has 5 fields.

Most marketing "experts" say that's way too much.

They say I'm losing potential subscribers because I'm asking too much up front.

That best practice is just asking for an email.

More conversions that way.

Newsflash:

If you can't fill out 5 fields, I don't want you as a subscriber.

💁🏻‍♂️

You're clearly too damn lazy.
Don't really care about growing your business.
And it's a sign you won't implement the advice I give you anyway.

I don't want lazy ass, incompetent, freebie seekers on my list.

They don't buy.
They don't implement.
They don't follow advice.

And a year later, they're complaining that their business hasn't grown.

Those aren't the people I want to work with.

Look, best practices have their place.

But you better know:

- who you're trying to attract
- what you're trying to build
- the experience you're trying to create

Because not every best practice is the RIGHT practice for you.

Like having only 1 field for an email newsletter.

Best practice? Sure.
Best practice for Shft? Not at all.

Because if filling out 5 fields is too much for you...
...building a profitable business is WAY beyond you.

And I don't want to waste my time teaching you.

#SassyJason out.

✌🏼

#shftyourbrand

Most strategies don't drive revenue.

Here's how to test if yours actually does:

Revenue is the only metric that matters for business survival.

Yet most strategies focus on vanity metrics, awareness, and how nice it looks.

None of that pays the bills.

Here are 7 ways I test if a strategy actually drives revenue:

→ Review client retention and expansion rates
→ Calculate customer lifetime value changes
→ Measure conversion rates at every stage
→ Monitor average deal size improvements
→ Analyze sales cycle length reduction
→ Track lead quality, not just quantity
→ Test pricing strategy effectiveness

If your strategy isn't moving these numbers, it's not working.

Businesses spend months on positioning and market research without connecting it to actual revenue outcomes.

That's not a strategy.
It's expensive procrastination.

Real strategy creates a direct line from your positioning to your profit.

The only question that matters:

"Will this help us close more deals, faster, at higher prices?"

If the answer isn't a resounding YES, you're not being strategic.

You're procrastinating.

Test your strategy against revenue.

Not engagement rates.
Not brand awareness surveys.
Not how pretty your website looks.

Revenue.

Because that's what keeps you in business.

Everything else is just noise.

✌🏼

#shftyourbrand

I rarely discount my products and services.

It's just not the game I want to play. 

But this year, I started launching more digital products.

Frameworks, templates, and GPTs that I've used to generate 6-7 figures of new revenue for my clients.

I had 1 paid resource before 2025.

I now have 10.
And a few freebies that will become paid products next year.

I'm discounting them all.

That's right, #SassyJason is running a Black Friday deal on my All-in-One Bundle.

Here's what you get:

→ Strategic Goals Toolkit
→ Uncover Your Differentiation Workshop & Miro Template
→ Assumption Reversal Exercise
→ Ideal Customer Playbook
→ Onlyness Strategy Template
→ Paid Discovery Offer Blueprint
→ Brand One-Liner Templates
→ LinkedIn Just Get Started Guide
→ The $700k+ LinkedIn DM Templates
→ Sales Staircase
→ One-Liner Roaster GPT
→ Niche Channel AI Prompt

Plus, a $500 discount on my 90-min Onlyness Call consultation good until March 31.

Purchased separately, these resources cost $1,242.

But you can get the All-in-One Bundle for $199.

That's a savings of $1,043.

(Yes, I have gone insane 🤪)

Grab your bundle today → https://lnkd.in/epNdCFR7

That price expires on Tuesday, December 2. 

Don't say I didn't warn you.

✌🏼

#shftyourbrand

------
PS - I'm out today spending time with Mama Vana, Brother Vana, and Niece Vana, so I likely won't be replying.

Most brands rebrand for looks. Pepsico rebranded for survival.

Especially when you take consumer trends into account.

I worked in the food processing industry for 7+ years.
And have clients in the food processing industry. 

There is a dramatic shft (pun intended) in that industry towards:

- cleaner labels
- healthier options
- fewer preservatives
- more natural ingredients
- more homemade style foods

And Pepsico is a monster of a company.

They own roughly 110 brands.
In food and beverage.
Across the world.

Their old brand screamed:

- We're corporate.
- We only care about profits.
- We cut corners when possible.
- We don't care about healthy ingredients.

It was time for a change.

Not just to update perceptions on their business.
But to better align with their new Pep+ strategy.

This rebrand makes Pepsico feel:

- smaller
- organic
- homegrown
- health conscious

Everything you want to be known for in the food processing industry right now.

That's what a good rebrand SHOULD do:

- shft your perspective
- shft your impression
- shft your focus

And, ultimately, shft your brand.

Take a page out of Pepsico's book.

When the market changes drastically...
And people don't look favorably on corporations...
And you implement a new strategy to grow...

It's time to update your design to match.

Or, keep giving off the wrong perception.

Because nothing tanks a brand faster than looking healthy on paper and corporate in public.

✌🏼

#shftyourbrand

Pepsico Nailed their Rebrand | Shft Agency

I've run 275+ strategy workshops. 

Here are the 4 pitfalls even experienced marketers stumble into.

Pitfall 1: Starting with tactics

They jump straight to "we need better content" or "let's run ads."

Without understanding:

- WHO they're targeting
- WHY those people should care
- HOW they'll stand out in the market

Strategy first. Tactics second.

Pitfall 2: Making assumptions about their market

"We know our customers want X."

Do you?
Or are you guessing?

I've seen companies spend months building features nobody asked for.

Because they assumed instead of asking.

Pitfall 3: Trying to be everything to everyone

"Our solution works for small businesses AND enterprises."

RIIIGGGGHHHTTTT....

And that's exactly why you're struggling to stand out.

Pick a lane.
Own it completely.

Pitfall 4: Skipping the competitive analysis

"We don't have competitors."

Yes, you do.

Even if it's the status quo or simply doing nothing.

Understanding what you're up against shapes everything.

Just look at the data ↓

Companies that skip strategy spend 3x longer getting to market.

They pivot constantly because they never had a clear direction.

But companies with a solid strategy?

They move fast.
They stand out.
They win.

You can keep guessing your way to success.

OR you can build a strategy that actually works.

One gets you results.

The other?

That's just expensive trial and error.

✌🏼

#shftyourbrand

December means one thing:

It's time to audit your brand.

Most founders never revisit their brand once it’s live.

No evals. No reflection. No updates.
Just hope it still lands — even though the market has moved.

If it’s been a year since your last brand check, start here:

1. Analyze competitors
Drop yours and their websites into SEMrush.
See if you're winning attention. 

2. Pressure test your positioning
Still the only?
Run your unique angle through the Can’t/Won’t test.

3. Talk to real customers
Interview 3–5. Ask about their problems and why they bought from you.
Update your ICP based on their words.

4. Audit the experience
From first click to offboarding — what’s clunky and what's seamless?
Find and fix any friction.

5. Make it actionable
Prioritize the shifts.
Assign owners. Set deadlines.

Want a sharper outside perspective?

Let me roast your brand.
And give you a checklist of what to improve.

I'm only taking on 4 brand audits until Christmas.

Book yours here → https://lnkd.in/eabzMSpq

Don’t wing it like the rest.

Audit now, so 2026 isn’t guesswork — it’s growth.

✌🏼

#shftyourbrand

How to Audit Your Brand | Shft Agency

Happy Thanksgiving from the Vana family.

Including my sassy niece.

The only one who can out-sassy #SassyJason.

Excuse me while I go torment her a bit.

Like all good uncles do.

✌🏼

#shftyourbrand

I empower millennial & gen X job seekers in tech to interview with confidence

Do you feel frustrated with the current job market?
Do you struggle to communicate in interviews?
Do you get rejected often? 
Do you get ghosted?

It usually takes a handful of interviews to warm up. 
But those handful of interviews are jobs. 
Jobs you might really want. 

For the last 20 years, I’ve been studying interviews. 
First as a candidate, then as a hiring manager. 
I’ve been in hundreds of interviews. 

I interviewed countless candidates and interviewers. 
I worked with interviewers to make hiring decisions. 
I learned what worked and didn’t work. 

And I learned that interviews aren’t about trivia. 
They’re about human connection. 
They’re about story telling. 

Interviewers want to experience working with you. 
Interviewers want to see if you’re like them. 
People want to work with people they like. 

I know what rejection feels like. I’ve been there. 
And I know what it’s like to crave feedback.
I know what it feels like to be ghosted. 

And I know what it feels like to get the offer. 
What it feels like to crush an interview. 

Today, I help people make a lasting impression. 
I help them show, not tell, how they work. 
I coach them on how to tell their story. 

I give them the feedback they crave. 
So they don’t have to warm on when it counts. 

Dozens have worked with me so far. 
And they’ve seen results in as little as 7-8 weeks. 

So what are you waiting for? I’m here to help you.

Jonathan Corrales

"I got laid off and don't know if I will find a job again. I can't land an interview. Non stop rejections."

Getting laid off is bad enough. But landing zero interviews and getting only rejections is salt meeting a freshly opened wound. 

It's important to know what to do, but also 𝘸𝘩𝘢𝘵 𝘯𝘰𝘵 𝘵𝘰 𝘥𝘰. You have limited time and energy. For many, job seeking will take six months on average.

In a recent poll with over 2,302 respondents, 37% (852) reported being on the job search for 9 months or more. That's consistent with my conversations with 1,188 job seekers in the last two years. Source in comments. 👇

Here are seven things I've noticed that 𝘴𝘭𝘰𝘸 𝘥𝘰𝘸𝘯 someone's job search:

1️⃣ Applying for everything:
If it's remotely related to your experience, you apply. Your audience will be confused because it's not obvious how you're a fit, especially if you use the same resume for everything.

2️⃣ Applying because it was posted an hour ago:
I know it's a common piece of advice to apply within an hour. But if you're not qualified for the role, you'll just get rejected faster. Take the time to figure out if you're qualified. Focus on min qualifications.

3️⃣ Not reading the job description:
There are many reasons to read the job description. But one of them is to make sure there aren't special application instructions buried in it. Sometimes you need to send an email. Sometimes you need to record a 1-2 minute video. Read the fine print.

4️⃣ Arbitrarily messaging random people at a company:
Another common piece of advice. Message everyone at a company in the hopes that they'll give you a referral or backdoor into an interview. Your message usually gets ignored. Especially if you're asking for value first.

5️⃣ Sending "what do you have for me" messages:
If there's one way to annoying recruiters or hiring managers, it's sending them a message like, "what do you have for me?" with your resume attached. Especially if that recruiter doesn't recruit for your position/seniority.

6️⃣ Not tracking applications:
If you apply somewhere, they might call you randomly. If you don't remember applying, you're either applying to too many places or you're not using a job tracker. You need to note why you applied and why you're a good fit.

7️⃣ Not applying to jobs consistently:
Once you have a target role and seniority, you should start building a pipeline of opportunities. The best way to do that is to apply to your target roles every day. If it's your target and you're qualified, apply. Expect a response in 2-3 weeks. 

--
👋 Hi, I'm Jonathan.
I empower people in tech ace their job interviews.

#techjobs #jobseekers #interviewprep #protips

I empower millennial & gen X job seekers in tech to land and pass interviews with confidence

One shot: if your resume's summary is 12 lines, it's too long. That's a cover letter, not a summary. 

Another: if your bullets are four lines, they're too long. That's a paragraph, not a bullet. 

Your resume is a sample of your communication skills. You're demonstrating your ability to discern what's important or relevant information to share. 

I understand the idea is to show how much you know or can do, but putting everything you can think of into that document doesn't work as well as you think. 

Less is more when it comes to a resume.

A great test is to give the job description and your resume to someone. Ask them if they see an obvious match with your resume as written. If they can't do it, recruiters and hiring managers will struggle too. 

Remember that you're resume is skimmed, not read word for word. 

--
👋 Hi, I'm Jonathan.
I empower people in tech ace their job interviews.

#techjobs #jobseekers #interviewprep #protips #techresume

A year after you got your job, you feel like you should get a pay increase. Now what?

If you're a year into your new job and you want to prepare to have a conversation with your manager about increasing your pay. This is for you.

Having that conversation is easy. Preparing for it is hard. 

Well, not really hard. Tedious is more like it. But with a little planning you can do it easily.

Save your job description 
Your job description has all sorts of useful information for performance evaluations. It's got responsibilities, goals, etc.  It's your scope of work. If you're doing more than what's expected, we'll use that. 

Build an awesome doc 
Write down all your wins. If you make mistakes, write down how you overcame it and what you learned. If you're doing stuff that wasn't in your job description, write it down. This is your reference doc. 

Record achievements and accolades
Anytime you get rewarded or recognized for your achievements, write it down. Help close a sale? Led delivery of a project? Helped someone get promoted? Record what you did and how you helped.

Time, money, and scope 
Here's where you demonstrate the value you delivered. Companies care about making money, saving money, going faster, and improving quality. If you can demonstrate that in terms of money (increased revenue or decreased cost), time (delivered sooner), or scope (closed 300 tickets or led 12 engineers), you're golden. 

Research
Here's where you tie everything together. Do some research on what someone with your qualifications, skills, and experience is making. Figure out what the average and 75th percentile are. Get a sense of what's reasonable. 

Given everything you've accomplished and based on your research, what's a number you would be comfortable asking for?

--

👋 Hi, I'm Jonathan.
I empower people in tech ace their job interviews. 
#techjobs #jobseekers #interviewprep #protips

We all start new jobs with potential. Sometimes those hopes are dimmed by unexpected challenges.

A few years ago, I'm sitting in my office looking out of my window. It oversaw a little air strip where small planes and helicopters landed. 

One of my devs leads, M, knocks on the door. He wants to talk about a recent hire, J. 

J passed his interviews without any issues. But he wasn't performing as expected.  

M starts to tell me about J's performance issues. He asks me for guidance. J is a few months in. I worry M is about to recommend J goes somewhere else.

"J isn't doing well," M says. "Maybe there's another team he's better suited for."

"Actually," I say. "I have an idea. Our support team could use a resident dev to help with support requests. I've got buy-in from leadership to fill that role."

"That sounds like a plan," M says. 

I meet with J and review the plan with him. I ask if he's interested in making the switch. 

"Let's do it," J says. "Sounds like fun."

Fast forward to J's performance evaluation a year later: his new lead gives him a glowing review. "J is one of the best hires we've ever had."

J still works there six years later. 

And that's why it's important to understand expectations before beginning a new job. Ask as many questions as you can throughout your interviews. 

Make sure you understand those expectations clearly. 

--
#techjobs #jobseekers #interviewprep #protips

I was about to fail my job interview, and I knew it. 

It's 2005. I'm standing in a room with three interviewers staring at me. It's not a big room. I'm not sure why I'm standing. 

I feel like they're waiting for me to say something impressive. 

They're about to be very disappointed. 

I'm holding a dry erase marker that smells like strawberries. They want me to solve a problem that reminds me of a physics problem I couldn't solve in class. 

"That's it. You're screwed," I think to myself.
"Can you repeat the question?" I ask. 

I start writing whatever they say. I underline things like distance, speed, and draw a circle. I'm hoping I magically remember how to calculate the circumference of a circle. 

"I know pi is part of it," I think to myself. "I should have paid attention in math class. Fu..."

"Jonathan," one interviewer says. "Can you say what you're thinking out loud? We want to understand how you're doing thinking about the problem."

I look at him. I probably made a face that showed I was irritated or nervous. Both would have been correct. I can feel a bead of sweat forming on top of my head.

"Sure," I say. "No, problem."

But there was a problem. I couldn't solve this problem in silence. How was I supposed to solve this problem thinking out loud? Awkward.

That's when I realized I was going to fail that interview. There was no way to save it. 

Ever since that experience I practiced solving problems out loud. I would practice with others, my friends, my family, my wife. Anyone that'll humor me for a few minutes. 

And that's why today I help my clients practice solving problems out loud. I help them organize their thoughts and deliver responses clearly and concisely 

That's what turns interviews in to offers, especially in the tech industry. 

--
👋 Hi, I'm Jonathan.
I empower people in tech ace their job interviews.
#techjobs #jobseekers #interviewprep #protips

"Interview process is moving very fast. I'm suspicious."

It's easy to feel like something is wrong now that we're conditioned for hiring to be slower than molasses. 

But lesser-known companies still need to fill roles urgently. And they don't want good talent to go anywhere. 

Still, if you feel like it's going too fast, don't be shy about understanding the rush. Get curious and ask questions. 

Sometimes, job descriptions will say something like urgent or immediate. Ask about that. Why is it urgent? What's the expectation for the next couple of months?

Learn about what you're getting yourself into. It might be a great opportunity. Not a scary one. 

--
👋 Hi, I'm Jonathan.
I empower people in tech ace their job interviews.
#techjobs #jobseekers #interviewprep #protips #oneshot

He was exhausted from working holidays and weekends, but terrified of what it meant to chase his dream in tech. 

A year ago, one of my clients was working in retail as a manager. He worked 60 hours a week for more than 10 years. 

He was tired of it. He wasn't a fan of working holidays and weekends. He wanted to spend more time with his wife. He wanted to break into the tech industry. But he was terrified it was too late for him.

He went to school while working retail and got a bachelor's in computer science. He went to school at night. Still, he was worried he couldn't break into tech because he lacked experience in the field.

When I met him, he wasn't getting a lot of interviews. The ones he got ended in rejection. 

He was working on a side project to build experience and keep his skills sharp. He was helping a bootstrapped startup build a cloud-based platform by building its infrastructure. 

He had something to talk about in his interviews. If only he could get someone to look at his application and see potential. If only someone gave him a shot to prove himself. 

After I heard his story, I was emotionally invested. 

I helped him get organized and stay consistent throughout his search. He started getting interviews. It helped him get traction.

Then I made sure his resume showed his qualifications for a systems engineer role.

One day he got an interview at local university in one of their engineering departments. He passed his interviews. A few weeks later, they gave him an offer. 

On the way to his retail job, he got a phone call. It was an offer for his first position as a systems engineer. He broke in to tech. He called his wife and cried with her the phone. 

He was finally able to take nights and weekends off. 

And that's why I'm a firm believer in showing employers what you can do, especially in tech. I help my clients put together portfolios, pitch desks, and complete take home assignments to secure offers. 

--
👋 Hi, I'm Jonathan.
I empower people in tech ace their job interviews.
#techjobs #jobseekers #interviewprep #protips

"I don't need to tell you about how dehumanizing the application process has become."

To make sure I stay empathetic and compassionate for the job seeker experience, I like to help clients apply to jobs. 

I'll join call with them. Then invite them to open a position they're interested in and we go to work. I show them how to parse job descriptions, tailor resumes, and so on. 

Occasionally, we come across applications that require so much information, it's kinda like a body cavity search. 

Some applications want a video recording. And some want to see demos of side projects. Some ask for sexuality. One asked for a spirit animal. (I wish I made that up). 

I'm talking applications for all sorts of companies from large to small, and everything in between. 

I'm old enough to remember when applying to a job meant filling out a single double-sided piece of paper on a clipboard with a pen that barely worked. 

Today, the expectation for job seekers is exhausting. Frustrating. Intrusive. Exhausting.

So when a job seeker says, "I don't need to tell you about how dehumanizing the application process has become," my response is "Nope. I'm well aware."

If you're a job seeker in this market. I see you. I feel what you're going through. This mess isn't your fault. Employers need to focus on improving the candidate experience. 

Everyone has been a job seeker at one point. Everyone can be a job seeker again. 

--
👋 Hi, I'm Jonathan.
I empower people in tech ace their job interviews.

#techjobs #jobseekers #interviewprep #protips

"I just graduated college and don't have any professional experience."

When I graduated college, most of my classmates and I had zero professional work experience. We worked retail jobs and did some gig work. Employers didn't count that.

Some of my classmates were savvy enough understand the value of internships (and how to get them). Many, like me, thought a degree alone was enough to land a job.

In some ways, the field has changed drastically. It's remained the same in others.

Entry level positions still require three years of professional work experience. After 20 years, it's still a requirement today. That part hasn't changed. 

Some job posts today even explicitly mention the internship experience doesn't count. 

If you're a recent graduate and need to add experience to your resume, here a few things you can do.

Open source
Open source contributions is basically a simulation of working a job out there. You have users, version control, and an issue tracker. It'll help you build out your Github profile. Checkout goodfirstissue[dot]dev for entry-level issues to tackle. 

Volunteer 
You can contribute your skills to organizations that need them but can't necessarily afford to pay for those services. Volunteering can lead to job offers, just like internships can lead to offers. Checkout 48in48[dot]org. Add that work to your portfolio. 

Side project
If you see a problem you can solve, go for it. The great thing about a side project is that you can pick your tech stack, design your own solution, and so on. The downside is you'll like be working on it alone. If you need inspiration, check out theforage[dot]com. 

Post grad internships 
Some companies offer internships for recent grads. They have  restrictions on how recent your graduation date should be, typically about a year. But it's a great opportunity to build experience and your network. Search for "recent grad internships."


As you work on those things, keep a notebook of your experience. Note the problems you solve, how you solve them, and what impact your work has. 

That'll give you stories to tell and a body of work to demonstrate what you're capable of. 

--
👋 Hi, I'm Jonathan.
I empower people in tech ace their job interviews.
#techjobs #jobseekers #interviewprep #protips

taplio

The Battle

Jason Vana

Jonathan Corrales

Followers

Posts

Engagements

Likes

Performance ScoreJason Vana's LinkedIn Performance

Performance ScoreJonathan Corrales's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Jason Vana

Jonathan Corrales

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Jason Vana's LinkedIn Performance

Performance ScoreJonathan Corrales's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreJason Vana's LinkedIn Performance