What makes a stronger impact on whether you are hired — top qualifications or skill in persuasion? Both are important, but persuasion can go a long way when you’re changing careers, doing a different job function or transitioning into another industry to gain a competitive advantage. The key is to differentiate yourself.

Successful advertising campaigns are built on the core marketing rule that few persons are capable of being convinced; the majority allows themselves to be persuaded. Not only is the end game for a career change to generate quality interviews but to persuade an employer to think favorably of you. One of the best and fastest ways to achieve this is through the use of a Web portfolio to distinguish you as a candidate, promote your brand and establish credibility.

Here are four reasons why job seekers should include a Web portfolio and its portable cousin, the hypercard (Web portfolio on a CD), in the job search toolkit:

• A well constructed and visually appealing Web portfolio is powerful and persuasive because it enhances information
recall.

• Web portfolios help focus an interviewer’s attention on accomplishments and value, therefore shortening the hiring process due to the content’s immediacy.

• Web portfolios easily prove cross-functionality, adaptability and relevant transferable skills.

• A Web portfolio allows “on-demand” access to one’s professional profile, accomplishment summary, core strengths, education, core values and résumé.

The art of persuasion appeals to emotion rather than intellect. A Web portfolio’s adaptability quickly establishes interest through personal credibility, unique benefit and an ability to effect change. As a result, you get hired faster.