THESELF-DIRECTED

CAREER

YOUMAKE ITHAPPEN

TORY’S LUCKY 13PAPER RESUMES? DOA?INTERVIEW TURNOFFS

SPARK & HUSTLE 2012: A PREVIEWGETMOVING IN SOCIAL MEDIA

ANYI LU: FROM ENGINEERING TO SHOES

+Also Feautring:

womenforhire.com 2012

1©  2011  Ernst  &  Young  LLP.  All  Rights  Reserved.

To  the  top?Helping  women  gather  new  skills,  strengthen  

existing  ones  and  achieve  their  full  potential  

makes  all  the  difference  to  our  business  

at  Ernst  &  Young.  When  everyone  has  the  

opportunity  to  succeed,  we  all  reach  new  heights.

What’s  next?

ey.com

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Jessica Herrin’s brainchild Stella & Dot has shelled out more than $100 million in commission to its stylists, enabling thousands of women to experience the fun and financial freedom of direct sales success.

Taking what she learned from making pregnancy more fashionable, maternity retail pioneer Liz Lange graciously shares her challenges and triumphs to help other wom-en avoid unnecessary bumps in their career journeys.

The most satisfying thing about the work I do is the incredible women I meet. They come from all walks of life but one thing they have in common, beyond being smart and savvy, is that they’re on a mission to succeed personally and professionally. They make it happen bigtime. Here’s to My Lucky 13 – a small sampling of the women who inspire me. -Tory Johnson

Former teacher Shannon Wilburn turned a personal interest in swapping gently-worn kids clothing and accessories into a multimillion-dollar franchise system—saving parents big bucks at every stage of childhood.

My Lucky 13

Real estate mogul turned TV shark Barbara Corcoran plays tough on-air, but she’s an en-gaging sweetheart behind the scenes, mentoring countless business owners who’ve come to rely on her one-of-a-kind insights and advice.

Vera Bradley cofounder Barbara Bradley Baekgaard is the beauty and brains behind the billion-dollar brand that’s infused with her impeccable style, humor and business savvy.

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Tell me about the women who inspire you. Share their stories at facebook.com/tory or nominate them as Daring Doers at sparkandhustle.com.

Harvard grad Samantha Ettus is the go-to gal for all-things brand-ing for women—from corporate titans to at-home moms, her insights are much more revealing and reliable than a Klout score.

Style maven Mica May is on a mission to combat ugly notebooks, which she aces with the very best selection of customizable journals that make up her beau-tifully inspiring May Books collection.

Acessories queen Sue Zimmerman has it made with her summertime shop on the Cape and a year-round mobile commerce concept that allows her to sell anywhere from gyms and conferences to Face-book and Pinterest.

Tracey Schwartz is much more than a six-figure direct sales superstar; she’s mom, mentor, friend, coach and confi-dante to a team of nearly 1,000 women who rely on her leadership to grow their jewelry busi-nesses and dreams.

Biology graduate turned NASCAR driver Leilani Munter uses her clout on the track to promote her environmental agenda—proving that women can pursue their passion and purpose without being pigeon-holed by stereotypes.

Laughing every step of the way, paper products guru Jen Bilik turned Knock Knock jokes into a multimil-lion-dollar business that brightens any mood or meeting with its unique brand of sophisticated humor.

Confidence queen Jess Weiner con-vinces women and girls everywhere to believe in themselves, and re-minds all of us that our sometimes-paralyzing fears may be a down payment on a debt we don’t owe.

Retail rebel Tierra Destiny Reid is all about the numbers, having launched a consignment store and coaching business both rooted in her belief that nothing’s more fashion-able than profit.

NAME YOUR LUCKY LADIES

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Three words have guided Elke Herold throughout life: Whatever it takes.

In 2008 she relied on that motto to begin climbing back when she was fired from her $117,000-a-year job as a billing and collec-tions manager after 18 years.

Suddenly finding herself without a job “knocked me o! my feet – and not in a good way,” says Herold, who has worked in various finance positions since the seventies. “Ev-eryone had said that they would never let me go. But I made a large salary, had everything working smoothly, and things could easily continue without me. I had literally worked myself right out of a job.”

Her lay o! kicked o! months of stress and heartache. She was often called back for second and third interviews, “but I was never the winner.” She changed her lifestyle: “Less eating out, no more cleaning lady. Forget vacations and new clothes.”

After more than a year in the job tundra, she applied for an administrative coordinator

spot – a position that was far lower than any she had held for decades – at the Fashion Institute of Technology, a public, New York state school.

The position required her to take a basic skills test – an exercise she describes as “surreal” since her expertise had never been questioned before.

Much to her surprise she was o!ered the job, which paid sixty percent less than her previous one. “I had to take it,” she says. “Work is part of my life.”

Climbing Back Up The Job Ladder:

Elke Herold’s Story

2011

8

Thinking of taking a position for which you’re clearly overqualified? We asked Eugenia Lia-karis, a New York University career services director, for her advice.

First, a reality check: Just because you think you’re overqualified for a job—which you may be—doesn’t mean you’ll even get asked for an interview.

Don’t assume a hiring manager will jump at the chance to pick you simply because you’re willing to take it. The truth is that can easily work against you: it’s why so many downsized employees hear the dreaded word “overquali-fied” when they don’t get the job.

How to avoid that? For starters, don’t rely on your resume to get you in the door. Dump that three-pager that shows every position you’ve held since Jon Bon Jovi was red hot in the early eighties. Create a new one that shows why your skills match what an employer needs. List only your most recent positions. Use bullets to highlight skills and abilities that the position specifically calls for.

If you get an interview, spell out why you want the position. Explain how you’ve excelled in situations where you’ve been overqualified. You may need money, and the job could do wonders for your resume, but that’s a turno! to any hiring manager who only cares about what you can do for them. Do your homework about the company, its employees and culture so that no question can trip you up.

In deciding whether a position is right for you, ask yourself: Will I meet valuable people, gain new industry knowledge and increase my vis-ibility? If yes, then these are all good reasons to go for it.

The hardest part may be convincing someone to take a chance on hiring overqualified you. If you know someone in the company, ask them for a reference, especially if you know they’ll say good things. Share an example of tasks you tackled previously with success even though you were overqualified. Throughout the hiring process, always show your willing-ness, passion and desire to get the job.

Herold worked in an open area with other sta! members—no private o"ce anymore— diving into things she’d never done before: she produced an invite list for the college’s fashion show, helped coordinate the 2011 commence-ment ceremony and began helping deans and the college president on various assignments.

The steep hit she took in pay and prestige never bothered her. “I had a place to go every day, a steady paycheck, benefits, and best of all, a feeling of belonging.”

In January, 2012, 18 months after joining FIT, she was promoted to manage all finance in the president’s o"ce —with a forty percent raise and her own o"ce.

“Diligence, hard work, enthusiasm and the willingness to do whatever it takes has served me well,” Herold says. “In college, I often worked two and three part-time jobs. Data entry, bartending, waitressing, deliveries, house cleaning, babysitting, retail sales, and even telephone sales. Whatever it took.”

The child of USO entertainers, Herold moved 18 times and dreaded it every time. “I always feared the next place would never be as good as the current one,” she says. “But guess what? Each and every time I liked it better, including where I am right now. You have to be able to change and find the good things about each new experience.”

WHEN TO TAKE A JOBTHAT’S ‘BENEATH’ YOU

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Keeping a Nation in Motion

Tauseef Salma – career path

Chief Engineer, USA

Director,CommercialDevelopment

Director, Upstream Projects

Section Leader, Gas ConditioningTechnology

Group Leader,Microbiocides &Sulfide Abatement

SeniorDevelopmentEngineer

Post DoctoralFellow, PetroleumEngineering,University ofOklahoma

You’ll be surprisedhow far you can goBaker Hughes is a leading global oilfield services company,operating in more than 80 countries around the world. We wantour workforce to reflect the rich diversity of the communities in which we work, so we are clearlyfocused on diversity and inclusion.

We offer graduates and experiencedprofessionals a variety of opportunities in field engineering; supply chainmanagement and logistics; engineeringresearch, design and development;reservoir development services and integrated operations; and in a wide range of commercial and business functions.

Whatever your career goals andaspirations, we have the size and scale to give you room to grow, to develop your skills, and to build a rewarding career within our organization.

Baker Hughes is an equal opportunities employer

“ Baker Hughes is a leader in thesegments that we participate in and it is committed towardspeople, technology and growth,with a concerted focus onprofessional development andtalent retention. Working for Baker Hughes offers tremendousopportunities to learn, growand contribute.”Tauseef Salma, Chief Engineer, USA

www.bakerhughes.com/careers

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Are Paper Resumes Dead? “Technology has forced the paper resume into retirement—while compelling job seekers to use social media to market themselves,” says Gretchen Gunn, who owns MGD Ser-vices, Inc., a New Jersey recruiting firm.

Recruiters will always want a chronological history of your work, she says, but increas-ingly online via basics like a robust LinkedIn profile.

“Companies want to ‘meet’ you before they actually sit across from you,” Gunn says. “They want to check out what you do for fun on Facebook and they’ll read your blog or watch your video because they want to see how well you present yourself. Social media is the wave to ride right now. The new norm is a three-dimensional resume, using multiple media platforms. People who adopt this format will have an absolute edge over their competition.”

“Apply Online”: Two Words Jobseekers Hate To HearWhat do you do when you’ve just nailed your elevator pitch to a perspective hiring manager only to have him or her tell you to apply for the position online? What can you say on the spot to keep this conversation going?

First, Gunn says, beat them to the punch by applying online before you meet. So when you hear the dreaded two words, you can say you’ve already done so.

Be prepared with questions.

what are the next steps in the interview process?

for a position? Would someone in human resources be able to give me feedback? If so, do you have that person’s contact information?

interviews or in-person interviews?

behavior style of interviewing?

periods throughout the year?

Your goal is to engage for a few minutes to make a lasting impression that leads to further conversation.

Gut Check: How to Gauge a Bad WorkplaceYou’ve got a job o!er, but your stomach churns when you think about walking in that o"ce.

To reconcile your gut with your head, focus on the last visit, says Jeanine Hamilton, president of Hire Partnership, a Boston sta"ng firm.

“Make a mental note of whether people were smiling and talking, or if sta!ers made eye contact with you or said hello,” she says. “Did you meet the person who would be your boss and did you feel any excitement about work-ing for them? Was the interviewer forthcom-ing, giving you a clear idea of the work you’ll do. Research the company online or through your network: if reviews are negative that should tell you something.”

“It’s hard to let a job o!er go,” Hamilton says. “But if the position isn’t right, better to know sooner than later.”

TIPS

Tauseef Salma – career path

Chief Engineer, USA

Director,CommercialDevelopment

Director, Upstream Projects

Section Leader, Gas ConditioningTechnology

Group Leader,Microbiocides &Sulfide Abatement

SeniorDevelopmentEngineer

Post DoctoralFellow, PetroleumEngineering,University ofOklahoma

You’ll be surprisedhow far you can goBaker Hughes is a leading global oilfield services company,operating in more than 80 countries around the world. We wantour workforce to reflect the rich diversity of the communities in which we work, so we are clearlyfocused on diversity and inclusion.

We offer graduates and experiencedprofessionals a variety of opportunities in field engineering; supply chainmanagement and logistics; engineeringresearch, design and development;reservoir development services and integrated operations; and in a wide range of commercial and business functions.

Whatever your career goals andaspirations, we have the size and scale to give you room to grow, to develop your skills, and to build a rewarding career within our organization.

Baker Hughes is an equal opportunities employer

“ Baker Hughes is a leader in thesegments that we participate in and it is committed towardspeople, technology and growth,with a concerted focus onprofessional development andtalent retention. Working for Baker Hughes offers tremendousopportunities to learn, growand contribute.”Tauseef Salma, Chief Engineer, USA

www.bakerhughes.com/careers

F R O M T H E S TA F F I N G P R O S

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Your goal is to find a permanent, full-time position. You might view temping as a last resort—if it’s on your radar at all. What you don’t know about temping could be preventing you from landing your dream

job, says Hire Partnership’s Jeanine Hamilton.“Many job seekers think temping only helps employers, when it actually can benefit em-ployees, too,” Hamilton says. The American Sta"ng Association reports that most temps say contract work made them more employ-able.

one. Employers like to “try before they buy” and often o!er jobs to temps who do well. Temps get to try out a prospective employer and showcase their skills.

Hiring managers don’t like employment gaps. They may know you’ve filled down time looking for work, but better to show activ-ity: volunteering, studying new skills or temping.

-tions. Temping puts you in contact with new people, who can become productive connections.

Temping keeps your skills current and enables you to pick up new ones since temps are exposed to dif-ferent systems, cultures and best practices.

-If you’re having trouble getting hired

due to lack of industry experience, temping can fill that void.

Find temporary agencies that specialize in your industry and location by searching the free database at americansta!ng.net.

It is the policy of RBS Citizens, N.A. to provide equal employment and advancement opportunities to all colleagues and applicants for employment without regard to race, color, religion, sex, age, national origin, sexual orientation, gender identity or expression, disability, genetic information, pregnancy, veteran or military status, marital or domestic partner status, or any other factor protected by federal, state, and/or local laws.

We are currently looking for energetic and motivated

people to join our team. If you’re looking to work

somewhere that makes a difference in your life

and the community, start your job search here.

TO VIEW ALL JOBS AND APPLY ONLINE,

PLEASE VISIT WWW.CFGCAREERS.COM/WFH

YOU ARE MORE THAN YOUR RESUME.WE ARE MORE THAN A BANK.TAKE YOUR CAREER TO CITIZENS FINANCIAL GROUP.

WOMEN FOR HIRE 20112BOS020995B

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Trapped in a dead end job, but scared to leave? Sitting in your “safe” cubicle won’t help. It’s time to determine your next step, says Eugenia Liakaris, a New York University career services director.

Start by figuring out why you no longer enjoy your work. Assess whether you’d be happier and more productive in a di!erent posi-tion within the same company. An internal move, where your institutional knowledge is a benefit to the organization, may be worth pursuing.

“If there are factors beyond your control, identify three of your strengths and how you have used them in your work,” she says. Post those key words on any job search website to see the types of positions and companies that come up.

Your next step is to put those job titles or companies into LinkedIn and see who or what comes up. Reach out, and learn more about how other people use those same strengths in di!erent roles. Your goal is to get ideas, not necessarily ask for a job.

At the same time, share your expertise via LinkedIn with people who need it. “Give back and build relationships with new people and potential employers.” Use the Answers feature in LinkedIn to see what questions are being asked by professionals in your industry, and post thoughtful responses. Your goal is to post answers at least once a week to showcase what you’ve got to o!er. “The more people know about your back-ground and experience, the more likely they are to think of you when they hear about potential opportunities,” she says.

Temping to Boost Your Job Search

Trapped in A Job—But Afraid to Move?

It is the policy of RBS Citizens, N.A. to provide equal employment and advancement opportunities to all colleagues and applicants for employment without regard to race, color, religion, sex, age, national origin, sexual orientation, gender identity or expression, disability, genetic information, pregnancy, veteran or military status, marital or domestic partner status, or any other factor protected by federal, state, and/or local laws.

We are currently looking for energetic and motivated

people to join our team. If you’re looking to work

somewhere that makes a difference in your life

and the community, start your job search here.

TO VIEW ALL JOBS AND APPLY ONLINE,

PLEASE VISIT WWW.CFGCAREERS.COM/WFH

YOU ARE MORE THAN YOUR RESUME.WE ARE MORE THAN A BANK.TAKE YOUR CAREER TO CITIZENS FINANCIAL GROUP.

WOMEN FOR HIRE 20112BOS020995B

5.375 x 8.375” JEOBRIEN CIT00004

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14

I worked on coordinating Palestinian

participation in multilateral water talks

and regional programs.

I’ve had the opportunity

to work with USAID in

monitoring and responding

to a humanitarian crisis.

I’m passionate about green initiatives.

Miriam, U.S. Diplomat, Economic Career Track

I’ve worked as an Action

Of!cer for science,

technology and health

issues abroad.

My career path isn’t what you’d expect. I started out in investment banking and then became a diplomat with the U.S. Department of State. Working as a Foreign Service Officer in the Economic career track, I’ve been able to focus on something that means a great deal to me – environmental issues. Partnering with local of!cials in the Middle East and the Mediterranean, I’ve utilized my business and communication skills to promote renewable energy and negotiate water rights. And in my role, over the past six years, I haven’t just had an impact on the world economy, I’ve also positively affected the global ecology. Now how many careers allow you to do that?

To start your own journey, visit careers.state.gov/WFH2012U.S. citizenship is required. An equal opportunity employer.

careers.state.gov/WFH2012

E P UL RIBUS U NU M

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RECRUITER’S

-

Whicher: They are not fully informed about our company. Know about the company, what it does, its mission and vision. This shows you are truly interested.

Black: Tailor your application to the position you’re applying for. Highlight overall experi-ence, skills, responsibilities and successes. Keep it concise. Use an interview as a chance to elaborate on your experiences.

-

Whicher: It’s extremely important to be dressed professionally. Not knowing about the company is a huge turn-o!. When someone doesn’t have questions, or doesn’t have much to say at an interview, I take that

as a sign they aren’t fully prepared. Asking questions shows you’re enthusiastic.

Takach: Some candidates don’t research us. New York Life is a Fortune 100 company, with the largest share of the insurance mar-ket. Others ask how much their salary will be: we look for people looking for a career—not a job.

Takach: Not being open to new opportunities that may push their boundaries. You never know what may be your calling. Be honest and talk positively about what you learned from your experience, listing skills and experiences that can translate into a new career. Black: Often times, they are so anxious to re-enter the job force that they don’t spend proper time conducting their own self-assess-ment. It is important to focus and develop a strategy when changing careers.

1 | JULIE WHICHER 2 | DEBBIE FISCHER 3 | ERICA TAKACH 4 | SUZANNE BLACKHR REPS TALK HOT BUTTON TOPICS!

We asked veteran recruiters some of the most frequently asked questions from job seekers. Learn from Julie Whicher, director of HR for NAPW; Suzanne Black, vice-president of recruiting at Citizens Financial Group; Debbie Fischer, talent acquisi-tions manager at Enterprise Holdings; and Erica Takach, a partner at New York Life.

1 2 3 4

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Whicher: Not tailoring their resume to the new career they wish to pursue. Emphasize transferable skills and include a cover letter that speaks to why you can be valuable. If not, potential employers will most likely review your resume and think, “This candidate has no relative experience.”

-

Fischer: Lack of preparation, professionalism and respect for interviewer’s time. Whicher: Acting insecure. Go into the interview with confidence. You lack extensive employment experience, so it’s important to highlight your strengths. Practice before an interview.

Takach: Poor phone etiquette. If you list your cell phone on your resume, an employer will call that number. We look for people who are upbeat and show professionalism.

Fischer: To treat all applicants in a fair and consistent manner, most companies use an electronic applicant tracking system. Job seekers may dislike hearing “apply online,” but it’s actually the fairest way and o!ers equal opportunity for all applicants. Black: Applying online allows companies to capture job seeker information in a central-ized database. Plus, there is far less risk of a paper resume getting lost on someone’s desk and never properly reviewed.

Black: If 2011 was the year of social media, then 2012 in all likelihood will be the year of the mobile platform. The capabilities a!orded to users of smart phones and tablet devises grows immensely every day. I anticipate we will see increased use of career related QR codes, text alerts, and mobile-friendly corpo-rate careers sites.

If I call your current boss, what weakness would he or she cite? This question is designed to weed out phonies – “I’m too dedicated” – and gain insight into who you really are and if you’re honest with yourself and others.

Tell me about the time you failed. Your interviewer wants to see some humility. We all fail at something. Be prepared to admit it.

What would you change about what we do? This is intended to gauge whether you know anything about the company you’re applying to – and if you’ve taken the time to think about how it functions.

Why did you take and leave each of your last jobs? A questioner is trying learn what motivates you and what your thought processes are.

What’s the last thing you read? This is designed to gauge whether your interests go beyond work and what makes you tick.

BEFORE ANY INTERVIEW, PREPARE FOR THE ODDBALL QUESTION, ONE DESIGNED TO STUMP YOU.

PREPARE FOR CURVEBALLS

*****16

Different perspectives generate fresh ideas. That’s why at Bank of the West, we value the perspective and innovative ideas that women provide. We’ve grown stronger thanks to our unique blend of people. After all, in today’s competitive banking environment, it is our employees that keep us a step ahead of the rest. For career opportunities, visit us online at bankofthewest.com.

Equal Housing Lender. © 2012 Bank of the West. Member FDIC. Bank of the West and its subsidiaries are equal opportunity/a!rmative action employers. M/F/D/V

AT BANK OF THE WEST, WE VALUE THE INDIVIDUAL.

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Three years ago, at my Women For Hire career expos, women started telling me that while working nine to five in an o"ce was fine for some people, it wasn’t for them.

They wanted to start their own businesses.

Some were recent college grads eager to do their own thing. Others were moms planning to return to work, but not for The Man. A third group spent years in corporate America and were either sick of it, had been downsized or just burned out.

As someone who has built a successful busi-ness from the ground up, they wanted to know when I was going to host an event for them— women with determination who want to learn how to make it as an entrepreneur.

So in the summer of 2010, I held my first Spark & Hustle in Atlanta—spark for the ideas what so many of us have, hustle for what it takes to succeed.

Some 200 current and aspiring women entrepreneurs joined me for three days to hear more than two dozen small business owners and experts talk marketing, sales, social media—all the hot button issues in small business. With plenty of time for networking.

The buzz was so strong that in 2011 we ex-panded to eight cities. Again, great buzz.

Spark & Hustle is “not just a business build-ing conference, but a community filled with profit-driven, passionate, female business owners,” says business coach Jenn Lee, echoing what many women have told me. “You become part of the BBF (Business Best Friend) movement, where you receive before, during and after the conference ongoing sup-port, relevant resources and access to what’s happening now.”

This year, I’m ramping up Spark & Hustle big time: 20 cities coast-to-coast from May to August. There are two big changes. First, each Spark & Hustle will last just one day—a single, information-packed event that’ll begin early in the morning, go right through lunch and into late afternoon. Second, I’ve priced it to make it a!ordable for everyone: $77 per ticket, or just $67 each if you purchase a perfect pair for you and a girlfriend. (Men are always welcome, too.)

Two big reasons to attend: content and con-nections. You’ll leave with specific advice and tactics to boost your bottom line and you’ll meet your next clients, customers, collabora-tors and champions.

It’s a win for everybody.

Whether you’re an entrepreneur looking for ways to ramp up your business or a newcomer dipping your toes in the water, join me on our 2012 National Tour. See you this summer.

BY TORY JOHNSON

19

BOOK

Super-solid speakers with specific, how-to advice—more than any other conference I’ve attended. If you’re willing to work hard and throw out all your excuses, you will get results.

It’s rare when you can attend a confer-ence —then monetize it. Attending Spark & Hustle resulted in my company landing a major national account and an international distributor.

Romy Taormina, psibands.com

Attending Spark & Hus-tle is like finding a lost tribe—a warm gathering of strong, driven women eager to support you. Tory Johnson is a true inspiration and force for change. I can’t wait to go back this year.

Ellie Scarborough, pinkkisses.com

Whether playing with an idea or look-ing to really grow a current business, Tory assembles the most powerful line up of speakers who motivate, collaborate and share.

Spark & Hustle

SCHEDULE

NOT HYPE

Rachel Blaufeld, backngroovemom.com

Tierra Destiny Reid, stylishconsignments.com

19

20

follow a career path?or blaze your own.

In the Enterprise Management Training Program you’ll lead an

ambitious team and run a million-dollar business. Are you ready

to make real decisions every day? If so, you can join a company

BusinessWeek Magazine named one of the “Best Places To Launch

A Career” for four years in a row.

THIS IS WHERE YOU TAKE OVER. GO.

go.enterprise.com/womenforhire

©2010 Enterprise Rent-A-Car. A03573.01/10

21

Anyi Lu started her career as a chemical engi-neer at DuPont and Chevron, but later chose to follow her passion into the fashion industry. Since starting her shoe business in 2005, Anyi has designed 12 collections that are sold in Nordstrom, Bloomingdales and 150 fine retailers across North America. We talked to her about shifting gears.

-

It took about a year after I left Chevron in 2002 until I decided to start my own com-pany. During that time I was an apprentice for shoe designer Taryn Rose, where I learned about the business and decided whether I wanted to commit to this new career. Around the same time, my sister asked me to help her find a pair of comfortable shoes to wear for her wedding. I danced competitively during college, so I bought her a pair of ballroom dancing shoes. At that event, I realized women needed more beautiful and comfort-able shoe choices – and there was no match for the comfort and arch support of dance shoes. I took the leap and created my own line that combined comfort and fashion.

I always had a passion for the arts. As a girl, my grandfather taught me Chinese calligra-phy and brush painting. But in college I had to major in a field acceptable to my father,

so I studied engineering. The field is mostly male-dominated, so to look professional I had to wear pumps. My feet were always killing me. I knew there was a way to improve on an existing product and I now fill that need for women. The hardest part is accepting the amount of risk you take after investing in yourself. That risk is the ultimate reason the project deserves your full-time attention.

Remember that the business relationship is separate from your marriage. Switching be-tween roles can get confusing, so set up times to talk business then switch back to spousal roles. David is someone I trust and know will support me. He has a financial background and brings that knowledge to the business, giving me the chance to be the creative one. It’s a nice balance.

-

Having your own business with your name at-tached to it can be more stressful. I, like many successful entrepreneurs, am a perfectionist. Any success or failure has a direct impact on me. It’s a lot of responsibility. There are perks to owning my business, such as being able to talk to my customers to learn what I can do to meet their expectations. I can pick what initiatives I am involved in and have final say on every product. Not one pair of shoes is released if it has not been rigorously tested

Anyi LuChemical Engineer Turned Footwear Mogul

Photo by John Lee

22

Lifestyle diva began her career as a model and a stock-broker, but in 1976 began catering parties. Today, she owns a product and multimedia empire. She’s had her troubles – a stint in prison – and her TV show was recently can-celled. But she has a way of snapping back, as she makes lives more beautiful.

Comedienne , co-host of The View, was a high school English teacher un-til nearly 40. “I was always the funny one at parties. I started doing a little stand-up, and things took o!. People should do what they loved to do when they were 10—the age before you start caring what others think.”

ABC News anchor was a beauty queen and a TV weathergirl before joining the Nixon White House, then shifting to TV news. “Follow what you are genuinely passionate about and let that guide you to your destination.”

and approved. I travel to Italy eight times a year to oversee the factory in Tuscany. I am committed to the quality and craftsman-ship of Italian design, but that commitment means time away from family. The day-to-day life of running a business can cause stress and anxiety. Having a wonderful partner in the business and at home makes all the di!erence.

Standing all day long in uncomfortable heels is a daily task for many women. I saw a solution in the comfort of ballroom dancing shoes. I was able to combine my engineering

background and my hobby to create this new product. I saw that there was a demand for a woman designer to create a comfortable shoe for all occasions and I had the tools to do this. I was lucky: David’s support allowed me to leave my secure career and start something new.

Designer was a banker until she turned some peasant blouses into nightshirts. “The day you don’t feel that rush of excitement, move on. The goal is to have every bone in your body engaged in your life.”

TV recipe maven is cooking sensation – not bad for a woman who began behind a Macy’s food counter. She credits her years there, and luck, for her success. “My life has been a very happy, wonderful accident that I didn’t and couldn’t have planned.”

Shoe designer , as a surgical resident, saw feet hurt by fashionable but painful shoes. She quit medicine to design fashionable yet functional heels. “Be pas-sionate and have conviction. There will be moments when you alone are the only one who will pull your business forward.”

MANY SUCCESSFUL WOMEN HAVE DUMPED CAREERS TO FOCUS ON THEIR PASSION. HERE’S A SAMPLING:

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Opportunity at ADP. It goes beyond being part of a $10 billion global leader in workforce solutions. With us, opportunity means giving you more pathways to growth, with benefits such as tuition reimbursement and online training. It means bringing you closer to those who can impact your development, through our Women in Leadership mentoring initiative. And it means offering unique programs for women, designed to help you in each stage of your career. Join us at ADP, and discover how we’re counting on you to come in and make a real difference, every day.

working women inspired achieving excellence

ADP believes that diversity leads to strength. We are an equal opportunity employer/affirmative action employer; M/F/D/V. The ADP logo is a registered trademark of ADP, Inc.

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Count me .in

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24

Put your career on an empowering new path.

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25

Pinterest is a fun social network where you “pin” (post) images of things you are passionate about to create publicly-shared thematic visual boards.

Upload your own images or pin images you find on the web. Key to the experience is discovering what others have pinned then connecting to people with common interests. It’s totally addictive for creative types like me, but Pinterest is fast becoming more than a hobby, and, in fact, is a very e!ective way for businesses to visually promote their brands. According to a study by Shareaholic, Pinter-est already drives more referral tra"c than Google+, YouTube and LinkedIn combined.

All of my boards represent who I am and also my brand. My Pinterest pages are designed

to evoke a feeling of New England, Cape Cod and a classic preppy lifestyle, in addition to what inspires me as the person behind the brand.

Tip #1: Create a fabulous profile

Upload your company logo or a great photo of yourself. Your bio should be creative with descriptive words to convey your brand essence. Be sure to include links to your website or blog. Don’t forget to update your email signature and profiles on Facebook and Twitter to also link to your Pinterest profile.

Pi n t e r e s t . c o m : T h e Ho t Ne w S o c i a l Ne t w o r k

Sue B. Zimmerman

Pin with a Purpose

Pin ItW I T H A P U R P O S E

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Tip #2: Use Pinterest to drive tra"c to your

web siteAdd descriptions and hyperlinks back to your website for all product images you pin on your boards linking back to your website or blog. I have gotten so many new customers and drive a lot more tra"c to my blog from pinning this way.

Tip #3: Actively grow your networks

When someone follows my Pinterest boards, re-pins, “likes” or comments on my images, I actively reach out to that person. I view their Pinterest page to get inspiration from their

boards and post comments. I also go to their Facebook profile and send a private message, such as, “I see you like my Cape Cod bracelet ‘pin’ so I thought you also might be interested in joining my Facebook fan page where I post fresh new products.” If they are on Twit-ter, I read their bio to see if I should follow their tweets. Occasionally, I will also send a connection request to someone I want in my business network on LinkedIn.

Tip #4: Test new product ideas

Before making a huge inventory investment, upload images of new products you have added or are considering adding to see how quickly people are re-pinning and comment-ing on these products. In essence, use Pinter-est to create virtual focus groups.

Tip #5: Be selective about which boards

you followI am selective as to whom I follow and what boards I follow because I want my Pinterest stream to be a continuous flow of fabulous images that are relevant to my brand.

Tip #6: Work Pinterest into your daily routineFor me, Pinterest is like going to the museum everyday and seeing beautiful places, prod-ucts, fashion and food. It’s become a huge source of inspiration and creativity.

Follow Sue at pinterest.com/suebdo and Tory Johnson at pinterest.com/toryjohnson

As the nation’s largest provider of workers compensation insurance information, tools, and services, NCCI values technical experience. We also value what our employees add to our organization as individuals. Helping our employees succeed in all aspects of their lives is important to us. That’s why we provide a variety of amenities and benefits, from on-site day care and fitness centers to a generous 401(k) match and company pension plan. Find it all at NCCI-the opportunity for a rewarding career, plus programs that enhance your work-life balance and personal satisfaction.

Learn more when you apply online today:

nccicareers.comExperience NCCI and the challenging and rewarding opportunities available to our employees. For more than 80 years, NCCI has cared for its diverse team of professionals by providing a stable environment, superior benefits, and work-life balanced programs. NCCI’s business environment recognizes outstanding individual and team efforts and leverages technology and process improvement to serve the needs of our stakeholders.

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Navigate Your Future with Us

At the Federal Reserve Bank of Richmond, our careers o!er opportunities to serve, lead and inspire. Learn about our diverse experiences, exciting workplace and development opportunities. Your career is here. Find it at www.richmondfed.org.

We are an Equal Opportunity Employer.

TAKING THE BIG THREETO

29

When it comes to Twitter, Facebook and LinkedIn, it’s not a ques-tion of if you’re on them but how e!ectively you’re using them. We asked two pros who live and breath this stu! – Cindy W. Mor-rison, a social media strategist for small businesses, and Maria Peagler, who runs SocialMediaOnlineClasses.com – to give us a simple cheat sheet.

Keep a few truths top of mind for success across all platforms, says Morrison.

“You’ll gain followers, friends and fans by giv-ing something of value, such as industry tips or customer service,” she says. “Narrowing your personal brand or your company’s mis-sion to one sentence can help you stay clear on what to post and what not to post.”

Understand the di!erence between selling and sharing, cautions Peagler. Her mantra: Promote, don’t push. “Educate and interact with your fans.”

Keep all of your pages updated consistently on each of the sites. “Nothing is worse than visiting a page and seeing tumbleweeds roll past,” says Peagler. Remember that what you post stays in cyberspace forever, “no matter how many times you hit delete,” warns Morri-son. “Don’t post it if you don’t want someone in particular to see it.”

Both experts agree that it’s essential to let your personality shine even in a professional context. That’s because people want to hire and do business with those they like, know and trust.

Social Media: TAKING THE BIG THREE

TO

SEE NEXT PAGE FOR TIPS

30

For your profile, use a headshot as your profile image, not your logo.

To be most e"cient, use Hootsuite, Twitterfeed or other Twitter-based app to monitor and engage in multiple conversations.

With every point of customer contact, tell your clients you’re using Twitter and invite them to follow you. On the back of a Chik-fil-a restroom door is a sign saying “Join us on Twitter.” No-where else do they have your undivided attention.

Participate in Twitter chats to connect with people in your industry and expand your network.

Learn to use hashtags to label your tweets so other Twitter users can find you when they’re searching for a particular topic.

Find people by Googling “Twitter” and their name and company. You can fol-low industry hashtags such as #Human-Resources or #PublicRelations if that’s your field of interest or expertise.

For Facebook, which may be the most familiar territory to you, Morrison suggests upping your game with a few basic steps.

Update your personal profile by switch-ing to a Timeline to look like you’re on top of social media trends. Add a cover photo, social apps and favorite things to round out your presence.

Don’t just engage with “friends” on Facebook; consider adding “subscrib-ers” to your profile so you can widen your sphere of influence.

To avoid the time suck of stalking photos and aimlessly checking out profiles, create a game plan to strategi-cally network with others to make your e!ort productive.

There’s no substitute for just diving in and doing it. The more active you are in social media, especially with a specific strategic purpose, the more benefit you’ll experience from the power of digital connections.

-

-portunities.

DID YOU KNOW...

******

***

31

WE BELIEVE TOP TALENTDESERVES TOTAL REWARDS.

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At Verizon, we understand that our team members drive our mission: to provide customers with the best technology and service. For your hard work and commitment, we offer a competitive salary and rewards package to help you achieve your aspirations. We call it Total Rewards, and it includes:

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33

Startups often plan for long-term goals such going public, attracting potential investors who don’t yet exist, or tailoring the company to future employees. That drains resources unnecessarily: go with a simple business struc-ture and roll with the punches.

Some entrepreneurs assume they need to incorporate to do business. It’s optional and often not worth it. Weigh the benefits of incorporating against administrative costs and hassles. In general, forming a corporation or LLC only makes sense when you need protec-tion from a clear potential liability or you and a partner want to formalize your agreement.

Entrepreneurs sometimes choose their busi-ness entity – corporation vs. LLC – based on arbitrary criteria, such as what sounds better. But LLCs and corporations are di!erent beasts from a monetary standpoint. Choose based on your individual tax situation, goals and needs.

Many websites purport to help new business owners file articles of incorporation. This

boilerplate approach may get you into hot water with the IRS and won’t protect you from liability. Fill-in-the-blank incorporation papers won’t hold up in court.

Some entrepreneurs treat the new company’s stock as a “checkbook” and hand out shares as payment to vendors or employees. But unlike cash, handing out stock creates a permanent link between your company and a recipi-ent. It can change the entire nature of your relationship.

Choosing which state to incorporate is a tough call – and there’s a lot of misleading information out there. In general, incorporate in the state where your business is located. The widespread availability of online resources fools many entrepreneurs into thinking forming a business is a breeze. But without careful consideration and research, it’s easy to make mistakes that can prove costly down the road. With the eMinutes Entrepreneurs program, we hope to help more entrepreneurs successfully navigate the murky legal waters of creating a business. Je"rey Unger is the founder and CEO of eMinutes.

STARTING A BUSINESS?

Entrepreneurs are the lifeblood of America, creating new opportunities and fueling our economy. But legal pitfalls can hurt a business before it gets o! the ground. Here are common missteps:

AVOID THESE LEGAL MISTAKES

34

A decade ago I stepped out of my comfort zone and joined a direct sales company to gain flexibility and earn extra money. I was earning a six-figure income from my home within three years. Now, as an advocate for direct sales, I believe that the industry is changing lives by recog-nizing the growing need in many households to bring in more cash.

The way people sell has also changed. The power of endorsing products has shifted away from a world where celebrities and models influence buyers to us, the consumer. We have become much more open to listen-ing to friends and people with passion talk about a product or service. Why not get paid for sharing with others the products you use and love? When you gather customers who are com-mitted to a new opportunity, it can really take o!. In addition to the earning potential and flexibility, direct sales allows many women to

build business as they continue in full-time jobs. Others are stay-at-home moms who do it in their spare time while raising families. It’s a mobile business—you just take it with you or work from home. Unlike starting other businesses that require capital, loans and overhead, this business is turn-key with systems and support sta! in place to help you succeed. Most start-up costs are mini-mal and the potential is big – especially for anyone who makes a commitment and works hard.

Follow your company’s system. Be coachable. A good company has a proven system: follow it. Attend company meetings, calls and con-ferences. Embrace your products, company and industry. Become a product of the product. Get to know the products and share your passion. Testimonials sell. Build a team. Most compensation plans are tied to your ability to build a team. To attract people, learn to listen. Look for people’s needs—and how your business might help meet them. Be consistent. Keep practicing income-producing activity. Set and then meet your monthly financial goals. Pam Guyer is an executive national vice presi-dent for Arbonne skin care products.pamguyer.myarbonne.com

DIRECT SALES: RIGHT FOR YOU?$$$ B Y P A M G U Y E R

35

“JOIN THE RANKS!”

ABOUT THE AGENCY

The Maryland Transportation Authority (MDTA) Police, a nationally accredited force, is the seventh-largest law-enforcement agency in Maryland with more than 600 sworn and civilian law-enforcement professionals. MDTA Police officers provide law enforcement at the Authority’shighways, tunnels and bridges, the BWI Thurgood Marshall Airport, the Port of Baltimore and at the Maryland Motor Vehicle Administration in Glen Burnie.

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JOB TITLES AND DESCRIPTIONS

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36

DogIDS.com is a small, family-based business in Fargo, N.D., which sells personalized dog collars and accessories. Owners Lori and Clint Howitz have run the company together since 1999 with a small sta". We asked them what it’s like to work as a couple.

Lori: We are building a business together, but sometimes we see each other too often. Clint: We get to see each other share lessons learned and successes. But there are more op-portunities and topics to argue about. We talk more about work away from work.

Clint: Lori is a realist, conservative and frugal. I’m a risk taker, dreamer and optimist. Many times we put aside emotions, swallow pride and look at the other’s perspective.Lori: Conflicts usually arise when we’re making decisions that involve money. We usually re-solve an issue by talking and meeting some-where in the middle.

Lori: I polled a few of our employees. Dirk said, “It doesn’t seem like you’re married.” Dustin said, “You don’t bring personal matters into the o"ce, which is nice.”Clint: We had to identify times where our “discussing” made people uncomfortable: what we think is normal, others find uncomfortable. Our employees have been very understanding and it seems like much less of an issue than it was at first.

Clint: If you can’t understand how the other person is thinking at least somewhat, you’ll have a hard time arriving at decisions together. You may work together beautifully when it

comes to life, but throw in a business relation-ship, finance, employees and contracts, and new stress points add up very quickly. Lori: Try to keep your work life and home life separate.

Lori: I’d like to think so, but no, not about everything.Clint: Yeah, you know the answer there!

Married & Working Together:

One Couple’s Take

37

We are Thrivent Financial for Lutherans, a different kind of Fortune 500 financial services organization. Faith-based. Not-for-profit. Values-driven. We help people be wise with money and inspire them to live generously.

Become a Thrivent Financial representative and enjoy a rewarding sales career that gives back as much as you put into it. You will help people reach their financial goals while having unique opportunities to make a difference in the lives of others.

Find out more at Thrivent.com/women.

We are the difference you’ve been looking for

© 2011 Thrivent Financial for Lutherans Thrivent.com/careers

201200252

THE “CREATE THE LIFEOF YOUR DREAMS”CHALLENGE.The Prudential Insurance Company of America believes in empowering women to lead, excel and thrive in today’s most challenging business sectors. In fact, we’ve helped generations of mothers, sisters and daughters build wealth and protect their assets. Now it’s your turn to make a difference in someone’s life … including your own.

Career Development Program exible training plan that fi ts

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Prudential, the Prudential logo and the Rock symbol are service marks of Prudential Financial, Inc. and its related entities. The Prudential Insurance Company of America, Newark, NJ and its affi liates are Equal Opportunity/Affi rmative Action Employers and are committed to diversity in its workforce. Prudential is an Employer that participates in E-Verify.0216982-00001-00 Ed. 1/2012

To learn more, visit www.prudential.com/sc