£ Page 12/The Battalion/Monday, September 23,1985 SHOE by Jeff MacNelly Beverages TUNE UP ■ ■ ■ (continued from page 1) Career seekers given tips on successful job hunting Associated Press The essentials of finding a new job are really very simple: Tie down interview apointments with' people who have the authority to hire you and handle those interviews effecti vely enough to come away with job offers. Making it happen, though, is not always so simple. Here are some tips on the right way to proceed: 1. Identify your targets: You’ll find directories of firms at the library and local chambers of commerce. Examples of directories designed for job hunters are the se ries of regional “Job Bank” books (Bob Adams Inc.) and “The Na tional Job-Finding Guide,” by Heinz Ulrich and J. Robert Connor (Dol phin). Don’t restrict your survey to the want ads. Also scour newspapers and trade journals for business news that will tip you off to employers likely to be hiring, for instance, com panies expanding or reshuffling managers. 2. Do your homework: Brush up on the business of your target companies so you can tell a job interviewer why you want to work there and how your expertise relates to what the company does. Keep notes and copies of your corre spondence, phone calls, weekly ob jectives. If you aren’t computer literate, take a night-school or weekend course; in certain fields almost any job you apply for is likely to involve working with a terminal. 3. Contact people: Not just employers, but anybody you can think of who might know someone or something that can put you onto a job. It might have been a neighbor who mentioned her office was hir ing, a business associate who passed along a search technique or tip, a customer, a competitor, a fellow member of a service club or school 5. Think about your strengths: The idea of developing a sales pitch may turn you off, but you have to convince an employer your per sonality and abilities are right for the job. When an interviewer says, “Tell me about yourself,” be prepared to do it enthusiastically. organization, met at a party. or an acquaintance 4. C^et organized: Follow up every lead; respond to every letter or call. Set up some re cord-keeping folders and working space at home. Install an answering machine so you won’t miss calls. 6. Watch your behavior: Be on time. Dress appropriately. Don’t smoke. Be polite. Be in formed. Common sense, of course. Yet there are stories of candidates for executive positions who have, among other extreme actions, snapped a flash picture of the inter viewer, used the interviewer’s hair brush, and started tap dancing around the office when asked about hobbies. “People hire people; they don’t hire resumes or college credentials or job specs,” says Robert O. Snelling Sr., chairman of Snelling & Snelling, a national employment service. “They hire people they like.” in other forms,” he says. “Now it’s water with flavor and no calories.” Public tastes also are influenced by the constant buzz of advertising. Coca-Cola spent an estimated $70 million last year proclaiming that “Coke is It.” Pepsi-Cola countered with around $50 million, using robots, space ships, even Michael Jackson, to tout the “Choice of the New Generation.” The boom in the fast-food indus try has encouraged America’s fizzy habit. Meyers estimates a third of Coke’s business and 19 percent of Pepsi’s sales comes from food chains like McDonald’s and Burger King. The fitness craze also altered drinking habits, and one of three so das now sold is a diet brand. Meyers, a student of the beverage industry for 24 years, theorizes the way we live determines our refresh ment. Agrarian societies, he says, like beverages that are hot and-or acrid, like coffee, tea and beer. “When the best thing you have to look at is the rear end of a mule, you need something to perk you up,” he says. Industrial societies develop a sweet tooth — they like their drinks cold and sweet. Now Meyers thinks we are enter ing the “chic industrialized” period, where your drink says who you are. “When you sit at a bar with a shot and a beer you present a certain ima ge,” he says. “If you sit there with a Perrier you present a different ima- g e -” New products are muscling in on the beverage market. Vineyards that mix vintages with soda water and flavorings to create wine coolers have seen sales grow six-fold in the last two years. It is estimated some 12 percent of the wine sold in the country this year will be in the form of fermented fiz- Beauty (continued from page 1) Their success was attributed to ef fort and ability. • Attractive women executives were considered to have less integ rity than unattractive ones and their success was attributed to factors such as luck, not to ability. • Ail unattractive female exec utives were seen as more capable and having more integrity than at tractive women. “Attractiveness enhances gender characteristics,” Heilman and Stop- eck said in explaining why attractive women are not thought to be capa ble. “An attractive woman is perceived to be more feminine and an attrac tive man more masculine than their less attractive counterparts,” they added. An attractive, therefore more “feminine,” woman has an advan tage in traditionally female jobs but appears to lack the “masculine” qual ities needed for a traditionally male job. The result is a trivialization of ability. Psychologists say someone who is expected to succeed and does is credited with “internal resources,” f irimarily ability. If the same person ails, it is attributed to factors be yond his control. A person branded a “loser” in a given situation — a woman who is expected to fail — can’t win. If she succeeds, her success is likely to be attributed to luck or circumstance, not ability. If she fails, she is thought incompetent. The discrimination based on looks extends into politics. zies. Even seltzer water, which ac counts for 1 percept of soft drink sales, is now sold with a rainbow col lection of “flavor essences.” These trends have brought some casualties. Sales of hard liquor have been slipping, coffee consumption has dropped 2 percent since 1980, beer sales, boosted in the last decade by low calorie brands, have remained static. 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