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Interview with Career Consultant, Author & Speaker Kristin Sherry – Founder of Virtus Career Consulting

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Interviewer: Mahmoud Mansi

Advice to HR People Regarding Hiring Career Shifters:

“I would rather hire a motivated learner with 85% of the skills, than someone who rests on their experience and has a 100% match…”

Kristin Sherry

Career Consultant | Author | Speaker | Entrepreneur

Bio: https://www.authorsguild.net/services/members/2852
Amazon Page:
https://www.amazon.com/author/kristinsherry
Company Website:
https://virtuscareers.com/ (Virtus rhymes with Curtis)
LinkedIn:
www.linkedin.com/in/kristinsherry

THE INTERVIEW

1- HR Revolution Middle East Magazine: Kristin, nowadays many individuals aren’t courageous enough to make career shifting moves? Why do you think is the reason? What piece of advice do you have for them?

Kristin Sherry: I would say the top reason, based on working with hundreds of career changers, is lack of confidence. Generally, when people are in a position they dislike, they are either not performing well or are burned out and disengaged. I’ve coached CEOs and Senior Executives whose confidence was shaken because they’re in the wrong role. Many of us tend to tie our identities to our careers, and if the career isn’t going well, our confidence plummets – that doesn’t position us well for risk-taking or stepping out into the unknown. My advice is to take time examining your strengths, the skills you enjoy most, your values (what matters most to you) and your interests. If you work doesn’t align across these four areas, it’s expected you would not feel fulfilled. This is not a personal failure. If the shoe doesn’t fit, get new shoes!

2- HR Revolution Middle East Magazine: Now from an HR point of view, recruiters hire according to a certain criteria, for example the years of experience in the same profession, in case of a candidate who is shifting his/her career, should the HR department consider him/her with a zero experience or an experienced candidate? Would you advise HR people on how to perceive career shifters and how to provide them with a position they deserve?

Kristin Sherry: Always remember that a person who has seven years of experience might have one year of experience done seven times. A person who is a modest fit for a role with desired years of experience is not likely to outperform an ambitious person with the optimal fit for a role. I understand employers receive an overwhelming number of applications for positions, but I recommend being curious about a few applications that seem interesting, where the person shows potential, to avoid missing out on a diamond in the rough. I would also share that Korn Ferry International has proven through research that 85% of skills are portable, or transferrable, from job-to-job. So, the person already has 85% of what you’re looking for. I would rather hire a motivated learner with 85% of the skills, than someone who rests on their experience and has a 100% match.

3- HR Revolution Middle East Magazine: Knowing how to brand yourself or “sell” yourself in an interview is a very needed skill, even for professionals, however we are wondering is the real problem from the candidate side who is unable to fully reflect his/her strength points in the interview or the fault is in the interview questions designed and the interviewing process?

Kristin Sherry: That’s a great question. I think the problem is on both sides of that equation. When I meet new clients I often ask them, “What are your strengths?” I hear answers like, “I work hard” or “I’m good with people.”

No employer wants to hire someone who doesn’t work hard or is bad with people. Candidates are often selling themselves on what are known as “cost of admission” requirements, rather than what truly distinguishes them. Because they truly don’t have the required self-awareness or the language to convey it with clarity.

On the employer side, they are asking questions like, “Tell me about your greatest weakness” or “Tell me about a time you made a mistake.” I’m not saying these questions are causing bad hires, but the questions should really be geared around how that role is going to contribute to the success of the team, the specific expectations for the position, around the defining characteristics of a high performer, and the challenges the person will face in the role. An accountant on paper may look great, but if they can’t navigate they challenges of your culture, having the right accounting skill set won’t help them succeed.

It’s a whole other set of problems when we’re hiring managers. Gallup has determined in their research that 89% of managers that are hired were the wrong choice. We’re not asking the right questions.

4- HR Revolution Middle East Magazine: Kristin, we are curious to know what was the first job you ever had! And what did you learn most from this job?

Kristin Sherry: My first job was a newspaper delivery route when I was 12-years-old. One day, a friend convinced me to ditch my papers and hang out with her, instead of delivering them. I was fired when my customers called to complain they didn’t get their newspaper. I didn’t understand the downstream impact of my decision at the time, so that experience taught me the importance of fulfilling my obligations. It taught me the importance of preserving my reputation by doing good work.

5- HR Revolution Middle East Magazine: Do you believe that career consulting would differ from one era to the other?

Kristin Sherry: Yes, absolutely. I remember when the standard process was one job interview, then an offer was made. Now, interviews are much more complex and people who haven’t interviewed in a while are caught off guard by panel interviews, being asked salary expectations in the first conversation, and some of the behaviour-based questions employers ask.

Technology has also had a dramatic effect on both finding a career, and the job search process. Job seekers have limitless online tools for career exploration, which is great, but we also have more applicants per job thanks to the internet and job boards. That has largely complicated the process for job seekers because the response rate to online applications is so abysmal. Not only that, but they must learn to navigate applicant tracking systems, keywords, LinkedIn profiles, and online networking. It can be overwhelming for many.

One thing that has always remained the same? Personal referrals continue to be the best way to find a job.

6- HR Revolution Middle East Magazine: What are the challenges you face when you are consulting for a person’s career development? Can you share with us a real case-study?

Kristin Sherry: The greatest challenge are employment gaps and short work stints in a client’s work experience because of behavioural issues that lead to their unemployment status. A career consultant or coach can help you find a new job faster, or target your ideal career, but if you aren’t reflecting on how you’re contributing to your termination, or open to receiving and acting on feedback, you’re not going to remain employed. I’ve worked with a few clients who know they are too dominant, share opinions too much, and don’t listen, but they can’t seem to control their impulses.

I have one client who would often butt heads with managers. She is very strategic and very smart, so she tended to not respect other people’s opinions. We did a few assessments to reveal some of her tendencies and she took her coaching seriously. She has been working very hard to listen to others and to be humble. I’ve seen tremendous growth in her over the past year, more than anyone in my career, because she chose to prioritize being effective at work over being right all the time.

7- HR Revolution Middle East Magazine: Soon you will be publishing your 3rd book, congratulations! We will be super excited to review it in our “reviews” section. Would you like to share with us what is the book about? And what are the challenges you faced as a writer during the process?

Kristin Sherry: Yes, thank you! My third book is called YouMap: Find Yourself. Blaze Your Path. Show the World!

Find Yourself guides the reader to discover the four pillars of career satisfaction and build a personalised YouMap. Blaze Your Path shows the reader how to identify a career focus that fits. Show the World! teaches the reader how to authentically and confidently communicate his or her value through LinkedIn profiles, cover letters, resumes, job interviews, and networking conversations.

This book was much easier to write than my first one (a career empowerment book for women based on five success factors). My second book released last December and is an interview preparation book. This book is much more comprehensive in that it helps job seekers from start to finish on how to figure out work you’ll enjoy and then go after it through well-branded job search materials. The hardest part of the process was collaboration. I’ve invited six other career services experts to contribute to the book, so I learned a lot about collaborating with other contributors from the process. I’m used to writing solo.

8- HR Revolution Middle East Magazine: As a public speaker, you have sure attended lots of conferences as an attendee; an observer. What kind of positive criticism you can provide to many speakers out there who are either representing an idea or their companies?

Kristin Sherry: Simplify your slides, tell stories, and make sure there is something the audience can take away and implement right away!

Too many speakers try to cram too much information into their slides. They lose the audience with too much data and they don’t tell personalized stories to make their point. Lastly, inspiration without application doesn’t last. Ultimately, people can’t experience transformation on inspiration alone. You must also provide the information, and the application.

9- HR Revolution Middle East Magazine: As someone who wants to develop his/her career opportunities, should I focus more on developing my weaknesses or sharpening my strengths?

Kristin Sherry: Sharpening strengths. Weaknesses don’t usually become strengths. Therefore, too much time developing weaknesses leads to well-rounded mediocrity. Now, if a weakness is career derailing, such as interpersonal shortcomings, those require attention. Otherwise, you’ll go from good to great if you develop your talents.

10- HR Revolution Middle East Magazine: You have your own business; Virtus Career Consulting, founded it in 2013. What are the different phases your company passed through as a startup, and as a strategic founder how did you work on developing it?

Kristin Sherry: Initially, I would take any career-related service I could do competently. Over time, I learned what I liked and didn’t like, and I’ve become more selective in the work I’m willing to take on. I’ve also started doing strategic planning sessions each year, for the next year. Overall, I’ve narrowed my focus and increased the time I spend on my strategic projects to move the business in the direction I want it to go. In the beginning, I ran around like a chicken with my head cut off trying to react to the demand for my services. Of course, I didn’t have anyone to help me in the beginning, which was part of the problem. Now I have space to focus my time where it will have the greatest impact.

11- HR Revolution Middle East Magazine: From a career consultant point of view, what advice would you have to the U.S. government to be well-prepared for generation Z?

Kristin Sherry: Oh wow, where to begin. First, as an employer, the U.S. government needs to upgrade the technology used by workers. They are going to find it difficult to attract employees who were raised on smart phones and IoT devices to use antiquated systems and push paper around manually.

12- HR Revolution Middle East Magazine: To what extent is volunteering and non-profit work is important in one’s experience? And when to stop volunteering and focus only on profitable work?

Kristin Sherry: Volunteer work was instrumental in refining my coaching practice. I perfected my process with people who desperately needed help and couldn’t afford it. It was a perfect union. However, I still volunteer even though I am successful in my business. I believe it’s important to give back to the community I reside in.

– HR Revolution Middle East Magazine: Kristin, on behalf of all the readers I sincerely thank you for this valuable and inspiring interview, and for your efforts into helping people love their jobs and developing themselves to fit the prefect job-match. Your answers are pretty smart!

Corporate

Q&A with Yasmine Yehia | MEA Employer Branding Manager at Schneider Electric, Life Coach & Consultant

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Interviewer: Mahmoud Mansi

“To be able to have a strong brand, you need to start from within – you need to have an attractive story to tell so if this is not there, it won’t be the right time for employer branding. I always tell the people I teach employer branding – fix internally first and then you will have something to say externally.”

Yasmine yehia

HR Revolution Middle East Magazine: How would you introduce yourself to the audience?

Yasmine Yehia: I am an Employer Branding expert, a certified life and career coach from the ICF, a public speaker and a certified trainer!

HR Revolution Middle East Magazine: How do you define Employer Branding in your own words?

Yasmine Yehia: Employer Branding is the art of story-telling, each employer has a story to tell, and this story is very useful for those who are interested in the company. A story about values, a story about culture, a story about care – a story about authenticity and uniqueness.

HR Revolution Middle East Magazine: What does an Employer Branding Manager do?

Yasmine Yehia: An Employer Branding Manager is someone who is an expert in storytelling, someone who is also an expert in the employer strategy and people vision and who is talented in showing what differs the employer from any others in the market.

HR Revolution Middle East Magazine: Employer Branding is one of the new global trends in HR, yet still not implemented in several countries and among many organizations. Why do you think some organizations have concerns regarding implementing Employer Branding as a comprehensive initiative?

Yasmine Yehia: I don’t think it is a matter of a concern at all – I think it is a matter of time and maturity. To be able to have a strong brand, you need to start from within – you need to have an attractive story to tell so if this is not there, it won’t be the right time for employer branding. I always tell the people I teach employer branding – fix internally first and then you will have something to say externally.

HR Revolution Middle East Magazine: How do you measure the ROI of your Employer Branding initiatives?

Yasmine Yehia: Oh God, there are zillions of ways to measure the ROI of our initiatives and campaigns, as sophisticated as a brand awareness analysis to as simple as the quality of CVs we’re receiving for open vacancies. Measuring the pride and engagement of employees, measuring engagements and reach on our employer branding social media posts.

HR Revolution Middle East Magazine: Who are your main stakeholders and partners in the Employer Branding process?

Yasmine Yehia: And like I teach in my workshop – Employer Branding is never an independent function, actually we cannot even function or deliver alone, it is a collaborative work between us, HR and Marcom.

HR Revolution Middle East Magazine: Can you share with us one of the challenges you have faced in your current job and how you overcame it?

Yasmine Yehia: Managing a complex region like MEA is quite tough and I think the deep knowledge of each country in the region was my main challenge – what is it that my target audience in each country look for in an employer? I overcame it with loads of study and education and also with using the help of specialized agencies to provide me with the needed reports.

HR Revolution Middle East Magazine: What pieces of advice would you give to organizations who want to empower their employer brand?

Yasmine Yehia: Be authentic! Start from within and have an authentic story to tell. You will reach the hearts of your target audiences effortlessly.

HR Revolution Middle East Magazine: Jessie (if we may call you with your nickname), we are curious what is the first job you ever had and what is the most valuable lesson you have learnt from it?

Yasmine Yehia: My very first job was an IT Recruiter for fortune 1000 companies in USA – I learned the art of assessing and dealing with people, if there is one thing recruitment has given me, it is the strong people skills!

HR Revolution Middle East Magazine: You are also a certified Life Coach, how does this help you in your role in HR?

Yasmine Yehia: In both HR and Employer Branding your main customer and target audience is people, right? A life coach listens to so many people, to their issues and struggles, it makes you a people person by heart – it gives you the perfect listening skills and it strengthens the way you interact and communicate with people, and this is exactly what you need as an HRian!

HR Revolution Middle East Magazine: As a Life Coach, what advices do you have to professionals who want to sustain a work-life balance? Do we all need to have a work-life balance?

Yasmine Yehia: YES, we all need a work life balance definitely – you need time for yourself, to recharge, reflect and develop. I’d tell them, make the time for yourself a priority – do not miss it, this time is actually good for your work too because you will always have the right energy to continue. If there is a learning lesson from 2020, it is the importance of our mental health. Have a routine and this routine must include time for yourself!

HR Revolution Middle East Magazine: As a Career Coach, how do you think Covid-19 impacted the employment market?

Yasmine Yehia: Well, from what I see from my clients – so many people are thinking to shift careers post covid-19. Some of them must because they lost their jobs and some of them realized the importance of mental health, so they decided to leave a very stressful career. I think moving forward companies will have to learn to be flexible in their hiring process and start accepting candidates having the right skills for a job rather than a big number of years of experience! It is hiring for talents not years! People also need to be more resilient and smart in using their skills.

HR Revolution Middle East Magazine: Finally, as a Trainer – why do you think personal branding is very important? We know you teach the topic.

Yasmine Yehia: In a world that has gone totally virtual – people need to learn how to build a strong personal brand online, it is how you will smartly use your skills and get paid for it! You no longer have the big chance to meet your recruiters face to face, following the new ways of working, we are heading towards working from home and flexible hours more, your personal brand is the only thing that will differentiate you in the market and open doors for you.

HR Revolution Middle East Magazine: Thank you for your time, would you like to say anything?

Yasmine Yehia: Thank you for having me – I hope I continue inspiring those interested in the employer branding career!

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Civil Work

مقابلة صحفية مع إيناس عبدالقادر – مهندسة نسيج ومتحدثة في مؤتمر تيدكس وادمدني بالسودان

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صحافة: محمود منسي

ثورة الموارد البشرية: إيناس لديك العديد من الخبرات في مجالات مختلفة، هل يمكن أن تعطينا نبذة عن نفسك وأعمالك؟

مهندسة نسيج حاصلة على درجة الماجستير في هندسة النسيج (إعادة تدوير مخلفات النسيج)، من جامعة الجزيرة بالسودان.. عملي مستقل كموظفة ذاتية في مجال التصميم والبحث العلمي.. بالإضافة إلى أنني أعمل في قسم التسويق في مصنع لأكياس القماش غير المنسوجة.. وقد أصبحت القضايا البيئية جزءًا من شغفي نتيجة لذلك قمت بتأسيس شركة ريتيكس التي تعمل في إعادة تدوير مخلفات الملابس، حيث أثر فيروس كوفيد على العالم كله.

وأنشأنا مبادرة

(SudaHope)

و كانت نتيجة لتغيير جزء من خط الإنتاج لدينا إلى إنتاج أقنعة الوجه… وبالمزيد من التفكير في ريادة الأعمال كأداة يمكن أن تساعد الناس في تحسين حياتهم ، شاركت في تأسيس مبادرة

 (Business Master)

 لمساعدة أصحاب (الأعمال الصغيرة).. حظيت بالتحدث على منصة تيدكس ودمدني في 2019.. أعتقد أن أي شخص في هذا العالم يمكن أن يوفر تأثيرًا اجتماعيًا أو بيئيًا وأنا أفعل ما بوسعي للمساعدة في نجاح المبادرات المذكورة أعلاه.

ثورة الموارد البشرية: كيف يؤثر عملك على المجتمع والبيئة؟

أنا اعمل في مجال إعادة التدوير لمخلفات المنسوجات والأقمشة، ولهذا المجال العديد من الآثار على البيئة والمجتمع حيث نعمل علي خلق فرص عمل جديدة وتحسين مستوى الاقتصاد المحلي. ونظراً لمشاركتي في عدد من برامج تنمية وتطوير المجتمع أهمها (برنامج القيادات الشابة من الأمم المتحدة وعدد من برامج ريادة الأعمال من المجلس الثقافي البريطاني)، فأنا الآن اعمل على نقل هذه الخبرات التي اكتسبتها من تلك البرامج إلي عدد كبير من الشباب والعمل على تطوير مهاراتهم ليكونوا جيلاً مهتماً بريادة الأعمال ومشاريع تنمية البلاد.

ثورة الموارد البشرية: من خلال خبرتك ومن منظورك الشخصي ما هي التحديات التي تواجه بيئة العمل بالسودان؟ ما هي مقترحاتك للتعامل مع تلك التحديات؟

إن من خلال تعاملي مع عدد من المؤسسات الحكومية والخاصة في السودان لاحظت أن معظم المشاكل التي تواجه هذه المؤسسات هي عدم الاختيار السليم للموظفين بمعنى عدم وجود الشخص المناسب في المكان المناسب، ويرجع ذلك إلى عدد من الأسباب أهمها الوساطة والمحسوبية وعدم وجود تعريفات محدده للوظائف، كما أن من التحديات التي تواجه مكان العمل عدم احترام الوقت في بعض الأحيان وعدم وجود توافق بين الموظفين في المكان الواحد.

يمكن التغلب على هذه التحديات بتوظيف الأشخاص حسب تخصصاتهم وخبراتهم في المجال المعين، وكذلك التوعية بالحفاظ على الوقت وزيادة الوعي بأهمية روح الفريق الواحد ونتائجها على العمل.

ثورة الموارد البشرية: كنتي من ضمن المتحدثات بمؤتمر تيدكس وادمدني بالسودان، ماذا كان محور موضوعك؟

في عام 2019 كنت أحد المتحدثات في مؤتمر تيدكس ودمدني، وقد كان أحد أهم أهدافي أن اصعد على مسرح تيدكس ودمدني وأشارك الجميع موضوعاً يعتبر من أهم المواضيع في السودان ولكن لا يتم التطرق إليه إلا وهو موضوع نفايات؛ الأقمشة والمنسوجات وأهمية إعادة تدويرها، تكمن أهمية هذا الموضوع في انه يؤثر بصورة مباشرة على الإنسان والمجتمع ككل والبيئة المحيطة.

وعندما يتم إعادة تدوير هذه المخلفات والاستفادة منها فإنها تنتج لنا بيئة نظيفة وصحية خالية من النفايات كما أن هذا المجال يوفر عدد كبير من فرص العمل للشباب، كما أن مثل هذه المشاريع تدعم الاقتصادي المحلي للدولة.

ثورة الموارد البشرية: ما هي النشاطات الأكثر شغفاً لكي؟

من أهم النشاطات التي أحب القيام بها هي مساعدة الآخرين في تطوير أنفسهم وتحفيزهم على ذلك سواء كان ذلك عن طريق المساعدة بالتدريب أو التوجيه والإرشاد أو التوعية أو حتى عن طريق منحهم الطاقة الإيجابية التي تمنحهم ثقة في أنفسهم.

ثورة الموارد البشرية: من وجهة نظرك الشخصية ما الذي يجعل منصة تيدكس مميزة؟

تيدكس من أهم المنصات العالمية التي يجب على الجميع أن يكونوا على دراية كاملة بها لما تقدمه من محتوى يفيد الجميع في حياتهم، خاصة أنها لا تنحصر في مجال معين بل إنها تشمل العلم والتكنولوجيا والإبداع والترفيه والكثير الكثير من المجالات التي تهم الناس وتجعل حياتهم أفضل، أنا أرى أن تيدكس هي منصة التعليم الإلكتروني الأولى في العالم.

ثورة الموارد البشرية: هل يمكن أن تقصي علينا تجربة أو موقف قد مررتي به وتعلمتي منه درساً في الحياة؟

في حياتنا اليومية نقابل عدد من الأشخاص ونخوض العديد من التجارب وبالنتيجة يؤثر كل ذلك علينا ويغير طباعنا وطريقة تفكيرنا وحكمنا على الأشياء والأشخاص، ومن أعظم التجارب التي مررت بها هي تجربة مشاركتي في مؤتمر تيدكس ودمدني حيث أنني كنت من الأشخاص الذين تنتابهم الرهبة والخوف من الجمهور ولكن وبعد الصعود على المسرح وبمرور أول دقائق شعرت بتقبل الجمهور لي واستماعهم لي بعناية كبيرة ومن بعد تلك التجربة أصبحت أكثر ثقة في نفسي وزادت مقدرتي على مواجهة الجمهور وبدأت بتدريب وتحفيز العديد من الأشخاص في عدد من المجالات وأهم ما انصح به دائماً أن يواجهه الإنسان مخاوفه ويتحدي نفسه وعندها سيندهش بالنتيجة.

ثورة الموارد البشرية: ربما مفهوم “القيادة” يختلف من عصر إلا آخر بل أحياناً يختلف من شخص إلى آخر، ما هو مفهومك الشخصي للقيادة؟

إن نجاح مفهوم القيادة في الوضع الحالي يتعلق بصورة مباشرة بطريقة تفكير الأشخاص، والطريقة التي يشعرون بها، وتصرفهم بطريقة مسؤولة. فهي أكثر من كونها كاريزما أو شيء يمكن تعلمه بثلاث خطوات سهلة أو من خلال أحد البرنامج. حيث تتطلب القيادة القوية التطوير باستمرار. وليس بالضرورة أن يتمتع الأشخاص الأذكياء بالحكمة. ولكن بإمكانهم أن يتعلموا كيفية إيجاد سبل للتعامل مع التجارب الصعبة من خلال معرفة أنفسهم. كما أن العصر الحالي يعتمد على التفكير خارج الصندوق وإيجاد الحلول الإبداعية لجميع المشكلات التي تواجه الشخص القائد أو فريق العمل لدية.

ثورة الموارد البشرية: هل يمكن أن نتناول أحد التحديات التي قد مررت بها خلال حياتك العملية؟

في بداية هذا العام كنا نعمل على إنشاء ورشة لتصنيع الملابس الجاهزة وإعادة تدوير مخلفات المنسوجات، ولكن ومع ظهور فيروس (Covid19) توقف هذا العمل نظراً لتوقف الأسواق عن العمل ولم نتمكن من شراء كافة الاحتياجات الأساسية لبدء المشروع.

لم نتوقف عن العمل بل بدأنا بتحويل فكرة المشروع وتأسيس مبادرة تهتم بتصنيع الكمامات عن طريق الخياطين الذين توقفت أعمالهم وبذلك خلقنا لهم فرص عمل جديدة ووفرنا للجميع أهم وسيلة للوقاية من فيروس (Covid19).

ثورة الموارد البشرية: من وجهة نظرك الشخصية ما هي التهديدات التي تواجة إقتصاد السودان؟ وما هي مقترحاتك الاستراتيجية لتجنب المخاطر؟

إن الوضع الحالي في السودان غير مستقر في معظم القطاعات خاصة القطاع الاقتصادي وهذا القطاع يؤثر على جميع طبقات المجتمع باختلافها ومن أهم الاقتراحات الإستراتيجية التي يجب أن تطبق على البلاد هي أن نعمل على إصلاح المجتمع السوداني نفسه من خلال تكثيف التوعية والاهتمام بالأفراد وتوفير سبل العيش الكريم لهم، كما يجب أن يراعي أن السودان يحتوي على اختلافات كبيرة جداً بين الناس وعادة ما لا يتقبل أحد رأي الآخر أو توحيد الجهود مع بعضهم البعض لذلك فإن عمليات التوعية للأفراد والمجتمعات تخلق جيلاً أفضل ويعمل على نهضة البلاد.

ومن ثم إعادة النظر في السياسات الدولية للسودان وتحسين العلاقات الخارجية للبلاد، ومن أهم هذه الاقتراحات هي أن يُمحي أسم السودان من قائمة الدول الراعية للإرهاب.

ثورة الموارد البشرية: ما هي نصيحتك لمن يبغى التحدث بموؤتمر تيدكس؟

أنا أحب دائماً تشجيع أصدقائي أن يتابعوا كل الفيديوهات التي تطرح في منصة تيدكس، كما أشجعهم أن يكونوا حضورا لعدد من المؤتمرات وأحداث تيدكس في السودان خاصة تيدكس ودمدني، وبالفعل شجعت صديقتي حتى كانت أحد المتحدثين في المؤتمر السابق والآن أساعد ثلاثة من أصدقائي أن يكونوا متحدثين في المؤتمر القادم.

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Interviews

Q&A with Germeen El Manadily; TV Presenter | Publisher | Digital Marketing Expert | TEDx Speaker

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Interviewer: Mahmoud Mansi

“After the COVID-19 Pandemic, the world came to the realization that social media has a huge influence on business development, even when real physical marketing was absent.”

Germeen El Manadily

1- HR Revolution Middle East Magazine: Germeen, you have successfully worked in many different careers, can you tell us more about your journey?

Germeen El Manadily: I started my journey during college days, I have 12 years of work experience. I have BA from Alexandria University, and currently working on my Master’s degree in the influence of digital marketing on social development.

I worked 6 years as a publisher for a Swiss Publishing House, where I was fortunate enough to be introduced to the magical world of publishing and books. During these years we successfully published for many authors. I published more than 40 books in many languages, my first was the autobiography of the Egyptian feminist “Nawal Elsadawy.” 

I also worked on translation and publishing projects of books written by Egyptian authors, such as Youssef Idris, Salah Jahin, Abdel Rahman el Abnoudi, and Ibrahim Abdel Meguid. I contracted with Dr. Mahmoud Al-Dabaa, to translate his book, “The Culture, Identity and Arab Awareness.”

As for children’s literature, I had the opportunity to translate the original text of “The Brothers Grimm” into four languages. In addition, I worked on the production of the children’s travel literature book, “Adventures of Rouge and the Mystery of the Papyrus.”

I also spearheaded an initiative aiming at discovering new writing talents.

Finally ending my publishing career, I was the chapter head of the Middle East.

My other hat is working as a TV presenter in a weekly show at Orbit TV network, focusing on general social topics, as women rights, and career coaching.

I was chosen to speak as a motivational speaker at TEDxCIC, UN Women & Arab’s League Innovation (Her Story), and the French Institute panel in the women’s international day.

I recently shifted my career to become a digital marketing and communication expert.

My short-term plan is to make my own fingerprint in this challenging field and establish my own digital marketing firm covering Africa and the Middle East.

2- HR Revolution Middle East Magazine: Can you please tell us what did you love most in each job and also a lesson that you have learnt from each?

Germeen El Manadily: As a Publisher, I loved the fact of shedding the light on hidden people’s talent in writing, developing their skills, and giving them the opportunity to be introduced to the world. Being a TV presenter, I was introduced to a completely different community which gave me the chance to represent women of my age to the world. Currently, I find the digital marketing field very interesting as you play a major role in business development in a variety of fields; hence, in digital marketing you have the capability to be introduced to multiple fields at the same time, and you have to understand, compete, and plan a strategic map to grow this business in a specific period of time.

3- HR Revolution Middle East Magazine: As a TV Presenter you do a lot of multi-tasking even if on air. Can you please tell us what was the most challenging thing about that job?

Germeen El Manadily: Time is the most challenging thing as a TV presenter. You must be able to communicate your ideas with your audience effectively in a specific period.

4- HR Revolution Middle East Magazine: As you have worked 6 years in publishing, what do you believe are the common challenges facing this industry these days? What are your advice and suggested solutions?

Germeen El Manadily: Translation is a major defect in the field of publishing. Considering foreign literature occupies a big portion of the Middle East market. Professional translation needs to be further developed.

5- HR Revolution Middle East Magazine: As a Digital Marketing Expert, how do you believe this profession is especially important in today’s business world?

Germeen El Manadily: After the COVID-19 Pandemic, the world came to the realization that social media has a huge influence on business development, even when real physical marketing was absent.

6- HR Revolution Middle East Magazine: Since your next plan is to establish your own startup, what are the skills, talents, and personalities that you will be looking for in the market to recruit?

Germeen El Manadily: Creativity and time orientation in applicants.

7- HR Revolution Middle East Magazine: At such age you have accomplished many things in your career, what about your personal life? Tell us a personal challenge that you have faced in your life and how did you overcome it and what did you learn from it?

Germeen El Manadily: Leaving my home city and family at my early years of life to start my business journey. Aiming high in my life and trying to hit my targets was my driving force for these challenges. Nothing is impossible.

8- HR Revolution Middle East Magazine: Last but not least, as a Leader, how do you work on motivating yourself and sustaining your happiness at work?

Germeen El Manadily: Self-reward is the key in keeping your motivation up and building your self-esteem.

Thank You

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