Go beyond the basics to put yourself in the lead.

Let’s face it: Changing jobs—frequently—seems to be the thing to do these days. The notion of a loyal employee working for one company through his or her entire career and retiring with a gold watch and pension are a figment of the past. These days, it’s all about opportunity. Whether it’s getting a shot at company ownership, better compensation, more exciting projects, or better work/life balance, a good opportunity could be right around the corner if you take the time to look.

Here’s the issue: Even if your resume is polished and updated, there is no guarantee that you’ll be able to land that dream job. To go toe-to-toe with the contenders who are vying for the same job, you need to find some way to distinguish yourself from the competition. Looking presentable and acting like a professional are basic requirements, but getting the offer will require showing that you are the best candidate for the job. What to do? Here’s the scoop.

Marketing blitz
By the time an employer has determined they want to meet you, greet you, and spend time getting to know you in person, you can be sure that they are praying you’re the person for the job. To exceed expectations, you need to go beyond communicating your qualifications, your licensures, and your work history. At this point, it’s all about complementing your qualifications with specific war stories, detailed success stories, and applicable lessons learned. Apply your knowledge to the specific job at hand and discuss how your experiences can positively affect and enhance the business you want to be a part of.

Keep in mind that practice makes perfect! Your ability to communicate effectively what you bring to the table—whether it’s an ability to find solutions to complex problems, motivate and manage staff, or generate new business—can be honed through role playing your question-and-answer session with a trusted confidante or by recording yourself talking and critiquing/improving how to present and market yourself. Even better, check out what you look like in person by videotaping and reviewing your mock interview session. Maintaining a positive, confident image during an interview is critical, and conveying this kind of energy can greatly impact an employer’s perception of your capabilities.

Do your homework
A large part of making an interview successful hinges on your knowledge of not only yourself, but also what you’re hoping to be a part of. How can you know you’re the right fit for a job if you don’t know what the job entails, the context in which it falls, and why a prospective employer may need you?

Learn as much as you can about a prospective employer. Company websites, of course, are a natural first place to go to uncover recent press releases, financial information, a basic understanding of a company’s history, as well as basic job postings and job descriptions. Employers love it when you demonstrate your knowledge by showing you’ve done your research. Rattle off the first names of the company’s founders, ask intelligent questions about competitors, and discuss your opinion about what it will take to win a share of the market. Know who you are, what you stand for, and how this will fit into the company you’re looking to join. If you can’t piece all of this together, the employer probably won’t be able to either.

Look ahead, not behind
Every career is fraught with ups, downs, curve balls, and everything in between. Even if you couldn’t meet all of your goals from your last position, a flashback of the unenviable circumstances you encountered, or a detailed account of how much you and your boss didn’t see eye-to-eye is not necessary. In fact, these side stories may actually detract attention from important things you want to discuss, such as your qualifications. Don’t insult or demean anyone from your past—doing so will only cause your interviewer to wonder how you’ll be able to hold up in a new organization or what you’ll be saying about him or her one day.

Prep your references
Professional references are a critical part of evaluating a candidate, so make sure that the references you provide can adequately represent you, articulate your abilities, and vouch for you. Inform your references about the position(s) you’re considering and give them notice that they’ll be receiving a call from a prospective employer so they can think through and articulate all the great contributions you’ve made in the past. Typically, employers like to talk with at least three professional references, so be prepared to supply at least five, in case a few of them fall off the wagon or don’t respond readily.

Last measures
Your mom was on to something when she taught you to write thank-you notes, and certainly not everyone was taught to write them. A well-written note, sans grammatical and spelling errors, that shows thought and reflection on your interview, can go far in setting you apart from your competition. Express your eagerness to take on a new position in a follow-up note. Your positive attitude and enthusiasm can stand out when a prospective employer is reviewing candidate profiles and making a decision on who to hire.

Jennifer Hu is a principal consultant with the recruitment division of ZweigWhite and works in the firm’s San Francisco office. She can be reached at 415-296-5053 or via e-mail at jhu@zweigwhite.com.