The Southern California Job Market : Career Make-Overs: Charting New Paths

We asked readers to send in their resumes and share their career dreams. Eight readers were referred to job counselors, who told them how to achieve those dreams. Here’s what they were told.

Margaret Kono

Age: 33

Education: BA in economics, UCLA; MBA, Pepperdine University

Experience: 1983-90, account clerk and senior subcontract administrator at TRW

Present job: Housewife and mother

Dream job: Editor of children’s and women’s books

Quote: “I let myself be brainwashed into believing that a business degree was a savior even though it was evident from first grade that my aptitude was literary.”

Expert’s advice: From Susan Miller, Los Angeles career counselor: As a re-entry worker, you should confirm your interest in book publishing by learning more about that industry and taking personality tests to determine if you are truly suited to it. The extension program at the University of California at Irvine offers career testing through its Women’s Opportunities Center. You might also want to attend ‘Writing for Children’s Books,’ a one-day program offered at least twice a year by the UC Irvine Extension Writing Program.

You can also learn more about publishing by reading ‘Getting Into Book Publishing,’ a free booklet from the Assn. of American Publishers, 220 E. 23rd St., 2nd Floor, New York, NY 10010. The pamphlet describes what publishers want in job candidates and the range of jobs available. It also lists programs, courses and degree programs related to publishing.

To identify local book publishers aiming at the children’s or women’s market, consult the California Publishing Marketplace, available through Writers Connection, 1610 Blossom Hill Road, San Jose, CA 95124 ($11.65, including tax, postage and handling).

Finally, you might want to gain writing and editing experience by volunteering as a newsletter editor for a local children’s or women’s group in your community.

Richard Bremmer

Age: 40

Education: BA in industrial arts from California State University, Long Beach; MBA, Pepperdine University; paralegal certificate from University of West Los Angeles

Experience: 1978-90, manufacturing planning and proposal pricing for aerospace companies, most recently McDonnell Douglas; since being laid off in 1990, bookkeeper and security guard

Present job: Airport shuttle driver

Dream job: Job estimator and contract negotiator for manufacturing company

Quote: “I thought I had a career in aerospace, and I never thought I’d have to look elsewhere. I brought myself up in aerospace from the bottom. It’s hard to get back in on the career ladder.”

Expert’s advice: From Judith Sommerstein, a Torrance career consultant: Due to the length of time you have been away from your profession, I recommend exploring other careers beyond that of cost estimator for a manufacturer. Broaden your search to include such potential employers as government agencies, environmental concerns and construction and health care operators. Information about cost estimating in government and manufacturing sectors is available from the Society of Cost Estimating and Analysis in Alexandria, Va.

You should also consider looking in related career fields, including contract administrator, technical writer, proposal writer, operations manager, appraiser, management analyst or quality control manager.

You should also develop a resume that emphasizes your skills and a one-page marketing letter focusing on the industry and job you are seeking. As a former aerospace worker, the jargon used in your previous work may not be relevant to the positions you may be seeking. Send your resume to the head of the department you are interested in and bypass the personnel department.

Check in professional journals and trade newsletters for job opening advertisements. Another excellent resource is the book ‘How to Get a Job in Southern California’ by Thomas M. Camden and Jonathan Palmer, published by Surrey Books.

Judy Harrison

Age: 48

Education: High school graduate with course work at Los Angeles Trade-Technical College, Los Angeles City College and National Education Center

Experience: 1968-90, secretary, receptionist, public relations and symposium coordinator positions

Present job: Receiving stress-related workers’ compensation payments

Dream job: Public relations coordinator

Quote: “I’m looking for a job that would allow me to be creative. I’m a people person and enjoy working on projects.”

Expert’s advice: From Walter Brown of the UCLA Placement and Career Planning Center: Most of us bring to the job market two distinct sets of skills: our acquired expertise and what we are temperamentally suited for. The strongest job candidate is one whose personality complements his or her expertise.

You have over eight years as an event coordinator, and you have developed strengths as a flexible, enterprising, self-starter. There should be any number of organizations crying out for your help. Concentrate on large, civic, community and cultural nonprofit organizations, as well as social and fraternal groups.

Potential employers include professional associations, colleges and universities, labor unions, political campaigns and conference management firms. Professions with continuing education requirements often have training coordinators whose job it is to contact speakers, arrange for sites and promote the event.

Your age should not be a negative factor. The field you have chosen requires interaction with people in your age group who often feel more confident dealing with an age peer than someone who hasn’t ‘been there.’ Don’t be bogged down by your age; if you don’t think about it, chances are no one else will either.

Thomas LaRoche

Age: 27

Education: BA in psychology and economics, University of California, Irvine

Experience: 1985 to present, staff trainer, billing clerk, insurance claim representative, office manager

Present job: Part-time bank teller

Dream job: Stockbroker

Quote: “I do not just want a ‘job.’ I want a career. Therefore, I continue to work while seeking my dream job.”

Expert’s advice: From Walter Brown of the UCLA Placement and Career Planning Center: To become a stockbroker, you generally need a college degree. Then you must pass the Securities and Exchange Commission’s certification examination to get your broker’s license.

Most recent college grads start out at a big stock brokerage firm, where they establish themselves and learn the ropes. Larger brokerage firms, including all the national companies and many regional ones, offer structured apprentice programs to train new recruits on the ins and outs of the brokerage business.

These programs also offer help in passing the SEC exam. But smaller firms can offer you the opportunity to find a dedicated, knowledgeable mentor who can also give you the apprentice training you will need.

You might also want to consider a career as a product manager with a manufacturer or large service organization. It is the product manager’s job to figure out how best to market each new market entry. And this job offers a wide range of responsibilities, including analyzing mounds of statistical data on consumer preferences and running focus groups.

Other strong career possibilities for you include financial planning and corporate management of inventory control, logistics and customer relations.

Boon Chua

Age: 56

Education: BA in business economics from Nebraska Wesleyan; MA in political science, San Diego State University; postgraduate studies in counseling and education at USC

Experience: 1967 to present, elementary school teacher, middle-school counselor and high school administrator

Present job: Los Angeles Unified School District high school counselor

Dream job: Sales and marketing representative in Asia for American manufacturer

Quote: “I speak and write Chinese Mandarin, Indonesian, Malaysian and Fulkien dialect. I wouldn’t mind being relocated in Asia.”

Expert’s advice: From David Lazzara, an Orange County career consultant: The major challenge you face as you attempt to move into the burgeoning Pacific Rim business arena will be your perception among employers as a career educator.

To correct this, you must be able to show prospective employers you have the abilities they need by positioning yourself as an executive with corporate skills. Reinterpret your background to highlight your achievements in the areas of administration, operations and finance.

Focus on how you conceived and implemented various programs. Highlight how you successfully ‘sold’ your school administration and students on the merits of your programs and then showcase the programs’ positive results. You should take this tack in preparing your resume and in all job interviews.

To find companies that might be interested in your skills, check local libraries, trade associations, import-export seminars and business publications for potential contacts. In addition to providing leads about possible openings, personal contacts made during your research can often assist in evaluating your goals and skills, reviewing your resume and developing your interview technique. These contacts can also bolster your confidence.

Diane Surak

Age: 30

Education: BA in anthropology, Boston University

Experience: 1985 to present, public relations coordinator, advertising account executive and fund-raiser

Present job: Development coordinator at Buena Vista Productions

Dream job: Film development and production

Quote: “I accepted my current position to learn about television development and production. I spend half my day, however, scheduling and rescheduling appointments for my boss, including bikini waxes, pedicures, eyelash tints. . . .”

Expert’s advice: From Linda Buzzell, director of the Entertainment Industry Career Institute in Beverly Hills: Capitalize on your present position. Between scheduling pedicures and bikini waxes, absorb everything you can about the business. Since you’re interested in film development, read as many scripts as you can get your hands on and write brilliant ‘coverage’ (script analysis) and ‘notes’ that impress people with your savvy creativity and writing ability.

You’re putting up with a lot to be on the inside of a major studio, so make the most of it. Pinpoint all of the players at Disney with whom you’d like to work and network your way into the introductions you need. Other assistants are leaving all the time--some are giving up and some are getting promoted--and your dream job may be only a schmoozy lunch in the commissary away.

Robert Thais

Age: 51

Education: BA in English, Loyola Marymount University; MA in English, California State University, Los Angeles; Ed.D, UCLA

Experience: 1968 to present, manpower development administrator, educational development specialist, industrial relations manager, customer satisfaction manager

Present job: Human resources manager for unit of Xerox Corp., but scheduled for layoff soon

Dream job: To work with a consortium of corporate employers and government and private agencies in the RLA (formerly Rebuild L.A.) effort

Quote: “I could apply my experience in human relations, manpower development, change management--and my familiarity with L.A. as a Mexican American--to make over Los Angeles.”

Expert’s advice: From Susan Miller, Los Angeles career counselor: Besides taking full advantage of all outplacement services offered through Xerox, you should contact the Los Angeles Private Industry Council ((213) 237-0855) to find out about the Work Link System, a new job development program. You might also want to build skills and experience in inter-group relations training by volunteering for RLA ((213) 740-4752), the Center for Nonprofit Management ((213) 623-7080) or the Kellogg Training Center ((213) 736-1304).

Your potential professional association resources include the Diversity Development Division of the Los Angeles Chapter of the American Society for Training and Development ((310) 908-3020). This group will be offering workshops March 12 and 26 featuring a variety of speakers on workplace diversity and cross-cultural issues. This group also offers a job listing service for chapter members that is available by sending a self-addressed, stamped envelope to 10820 Beverly Blvd., Suite A5-101, Whittier, CA 90601, and holds monthly meetings for job-seekers.

Other sources include the Los Angeles Chapter of the Organization Development Network at (818) 789-8245. Further, you should renew your contacts at UCLA and especially investigate the Organizational Development/Change Management program for alumni contacts in Los Angeles. In addition, UCLA career counseling services are available to all University of California alumni.

John Henshaw

Age: 45

Education: BA in psychology, California State University, Hayward; MA in human resources, University of Redlands

Experience: 1982 to present, training department at Vons Cos.

Present job: Manager of training and development for Vons

Dream job: Vice president of human resources for Vons

Quote: “I am currently handcuffed in this middle-management position and need to break through.”

Expert’s advice: From David Lazzara, an Orange County career consultant: If you want to be corporate vice president, you have got to present yourself as such--starting with your resume. Currently, you describe yourself as a manager of training and development. Since most interviewers tend to have tunnel vision, that is exactly how you will be viewed.

It is imperative that your credentials clearly communicate your experience, knowledge and potential as a vice president. Your resume is not just a door opener, it continues to represent you as it is circulated among other decision makers.

The same approach must be taken with your interview technique. You must present yourself as the executive you aspire to be. Teach yourself to seize opportunities to point out ways that your experience and abilities can help your potential new employer. Answer questions with concrete examples of actions you successfully took. Include quantifiable results.

Begin your job search by targeting employers looking to increase management positions because of recent business acquisitions, new market penetrations, new product launches or site relocations. Look for growing companies that may soon need a human resources vice president and contact them directly, noting that such a position would aid in employee training and retention and result in higher productivity and profits.

Finally, look to recruiters, classified ads and trade journals for job openings. Be persistent and always follow up an interview and resume with a personal phone call or letter.