THE JUNGLE
Queer Eye for the Job Seeker?
By KRIS MAHER
Staff Reporter of THE WALL STREET JOURNAL
July 13, 2004; Page B6
So far, no reality show follows the hapless job seeker who
mixes plaid and pinstripes and flunks a luncheon job interview by drinking
from the finger bowl.
Such blunders may be extreme, but no one can deny the
importance of making a solid impression on a hiring manager or boss.
Luckily, an army of image consultants is ready to assist people who feel an
image tuneup might be the key to a new job or a promotion.
The popularity of TV makeover shows, which include
"Extreme Makeover," "How Do I Look?" and "What Not to Wear," has increased
the profile of the image-consulting profession. Consultants, who can help
you shop for a new work wardrobe, suggest a new hairstyle or fix your
slouching posture, are getting more calls than ever. "Since the makeover
shows, it's become more mainstream," says Anna Soo Wildermuth, president of
the Association of Image Consultants International, in Dallas.
The association has 500 members, 400 of whom are in North
America and typically charge between $75 and $250 an hour. Ms. Wildermuth
estimates that there now are close to 1,000 image consultants in the U.S.,
and more are setting up shop as a result of the popular TV programs. About
75% of clients in her practice seek to gain an edge in their careers.
When Joyce Levin felt stuck in her nursing career four
years ago, she decided her image needed a change. She hired Jill Bremer, an
Oak Park, Ill., image consultant who helped her purchase new clothes in a
new set of colors. "When I met her I looked like a 'before' picture," says
Ms. Levin, who was used to wearing her nurse's uniform to work. "I was tired
of looking the way I did."
Ms. Levin spent $500 for three sessions with Ms.
Bremer, in addition to about $700 on a one-day shopping spree. "She changed
my life," says Ms. Levin, who says she felt more confident during job
interviews and landed a succession of new positions. Today, she is an injury
claim trainer for State Farm. "I think outdated clothing and especially
outdated hairstyles communicate out-of-date attitudes and rusty skills," Ms.
Bremer says.
Ms. Bremer typically helps clients thin out their
closet and keep only clothes that are stylish, fit well and complement their
coloring. She also makes suggestions about a new hairstyle and new eyeglass
frames. In addition, she will evaluate the overall impression that a client
makes by studying his verbal communication and use of body language. She
sends some clients to cosmetic dentists and vocal coaches, but unlike some
consultants, she has never referred a client for cosmetic surgery.
In picking an image consultant, you should check
references and find out about his or her specialty. Some focus primarily on
shopping. Others, such as corporate-image consultant Danit Ran Schreiber in
Rye, N.Y., work more on business-related issues. Ms. Schreiber, a lawyer and
former head of an ad agency, says she typically works with lawyers and
people in advertising and finance to enhance how they communicate visually
and verbally. This may involve helping someone eliminate a habit, such as
fidgeting or not making eye contact, with "better body gestures," but can
include advice on making presentations.
Laura Bigaouette, 44 years old, sought advice from Ms.
Schreiber when she left a position as a director of marketing at a
consulting company to start up her own coaching business in Larchmont, N.Y.
"I said to her I am not comfortable outside of a black suit," Ms. Bigaouette
says. During consultations, she picked up tips on clothing and ways to
soften her corporate image.
Watch out for image consultants who promise too much too
soon. Beware of anyone who says they can make you look like someone who
doesn't even share your body type -- or guarantees you a promotion. Instead,
be prepared for incremental change. "It's not an instant fix," Ms.
Wildermuth says.
While anyone can call herself an image consultant, the
AICI offers training and three levels of certification. You can locate image
consultants and learn about their backgrounds through the association's Web
site at www.aici.org.
Certain image consultants work with an equal number of
male and female clients, but some use slightly different approaches for
each. Debra Lindquist, a Denver image consultant, says she often eases men
into the shopping part of her advisory session with what she calls "sport
shopping," to break men of the habit of buying the best thing they spot in a
particular store.
Ms. Lindquist, who works with a palette of 3,000 colors
when she consults with clients, says men also need a lot of help choosing
the appropriate tone of beige to wear during the summer. She cites one
notable job seeker as an example: presidential aspirant John Kerry. "He will
often wear tacky pants that have a golden cast that don't support his hair
color," Ms. Lindquist says. "He would be better off with a stone color."
• Please e-mail comments to Kris.Maher@wsj.com ; to see
previous columns, go to CareerJournal.com.
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