Your University Name    the Competitive Edge

with Ross Macpherson

In Part 2, Ross describes how to build effective video bios and video intros. Here are his tips to look and sound your best:

  1. Introduce yourselft ( "Hi, my name is Ross") and then say something around your focus or value proposition ( “I help companies...”, “My expertise is...” )

  2. Describe your ideal position/next move/where they fit in ( “I see myself fitting in helping organizations or helping departments do X, Y, and Z”)

  3. Briefly highlight relevant career experience, achievements, performance, credentials that apply to your value proposition.

  4. If switching careers, focus instead on passion for it, any transferable value, and where you will fit in

  5. Talk about HOW you work, how you approach problems, lead teams.

  6. Add something else that's unique and compelling.

  7. Be distinctive and memorable.

  8. Repeat your name (and a big smile at the end).

Video Bios & Intros: sample outline
  • Gather 3-4 points to highlight and practice talking about them.
  • Don't memorize the intro, just know it.
    "My name is Sylvia Lane, and after six years in corporate leadership roles, I'm completing my MBA at _____. My goal is to move into investment banking, ideally right now as an investment Analyst, which would give me a great intro to the business. I've always followed the markets. It's a real passion of mine, and I have a unique aptitude to anything analytical or numerical, which means, "which means I'd be the perfect fit to monitor sector trends, collate meta data, and provide an analytical perspective to help company make sound investment decisions. I'm one of those people that can break a problem down in the most methodical way, and then communicate the results and analysis in a way that people understand. I work hard, I'm very driven, really self-motivated, and I've got 6 years leadership experience, so I know how to get the most out of my teams."

Looking & Sounding Your BEST- Tips & strategies

It's like any other first impression:
  • Look for the length and number of recording attempts before starting. Make sure you know how the video technology works.
  • Remember to be crystal clear and concise.
  • Camera at eye level, frame head and shoulders. All of these little subtleties add up to make a huge difference in how you project on video.
  • Practice speaking to the camera lens to maintain eye contact (or move interviewer image to the top) It's a very subtle distinction, but it looks like you’re looking into the eyes of the interviewer when talking.
  • Weave in the key words - introduce the attribute skill, then briefly tell the story: "I'm actually known for my forward thinking, my ability to see around corners. For example, when I was Marketing Manager ..."
  • Think in bullet points, you have time limits: “There are actually three reasons why I think I'm the best fit.”
  • Aim for concise/succinct (consider time limits).
  • Be authentic, confident, smile, be personable, show that enthusiasm.

Appearing “camera ready”

Dress professionally as though you are meeting for a face-to-face interview.

Wear a solid top, probably business white or blue.

Spend time to set up the background and lighting.

Remember: you are not FaceTiming a friend here. This is a professional exchange.

Expert BIO
with Ross Macpherson

Ross Macpherson is the President of Career Quest, a Certified Personal Branding Strategist, Certified Online Identity Strategist, Certified Interview and Job Search Coach, and is recognized as one of the best resume writers in North America. With over 15 years experience in the career industry, he specializes in advanced strategies that help senior and executive professionals throughout the US, Canada, and internationally. His work has been featured in 18 career publications.


Ross routinely speaks to MBA programs across North America, and is known for delivering powerful and entertaining sessions that teach real-world success strategies. He has also spoken at major career events, global industry conferences, professional associations, and executive networking groups across the U.S. and Canada, and his high-energy style has consistently put him at the top of the career management speaking circuit. Contact Ross at