D
epending on which group of CFOs
you ask and who is conducting the
survey, responses on the state of the
2014 economy run from pie-in-the-
sky optimism to deep worry. Here’s my take.
High-Value Targets
CFOs who are
strategists
are still in high
demand and will continue to be so for the
foreseeable future. In fact, now more than
ever, as companies navigate through increas-
ing government regulation and a stagnant
economy, a trusted strategic finance advisor
at the executive table is a must. Finding inno-
vative ways to drive revenue growth through
increased cost management and operational
efficiencies will test and differentiate the stra-
tegic CFO. It will also up his marketability.
The CFO
change agent
with the ability to
transform underperforming operations to
drive profitability will also be hunted by the
best companies.
This proven, strategic, transformational,
impact player will continue to erode the out-
dated “industry experience” requirement.
Technology, as in Social Media
Even finance executives who can be found
online usually have only the slightest informa-
tion available for prospective recruiters and
companies. No (or limited) visibility, no net-
work, and no strong value positioning could
cost you that next great opportunity or make
your search much, much longer.
Visibility matters. Compelling value po-
sitioning can propel you to the front of your
competition.
Global Glamour
As the world shrinks, global experience may
become a key differentiator.
One study from last year indicated that
43 percent of CFOs named within the past
three years worked outside the United States
prior to their appointment, versus 25 percent
for the previous year. A separate study cites a
solid 50 percent with some level of interna-
tional experience.
Financial Acumen
Of course, top-notch finance skills are also
required. In fact, it is the finance executive
with both operational contributions and in-
ternational experience who will be the future
crème de la crème
candidate.
These skills include:
• Financial insight and analysis.
• An ability to execute structures and pro-
cesses to navigate the intricate, complex, and
unwieldy regulatory compliance mandates.
• A track record of technology and auto-
mation, including understanding how tech-
nology can enhance, facilitate, and expedite
finance delivery.
• Managing risk in a way that identifies a
good balance between no-risk and risk that
yields growth and profit.
• Experience in funding, capital market,
and investor relations.
The Affordable Care Act could completely
alter the candidate landscape for more than
just CFOs. If you have been procrastinating
on identifying your marketable value propo-
sition and visible positioning, realize that
your clear and compelling value to a prospec-
tive employer has never been more critical to
continuous, gainful employment.
C
The Hiring Outlook
The candidate side of the hiring table for 2014
CINDY KRAFT
The CFO-Coach
Cindy Kraft
is the CFO-Coach and America’s leading
career and personal brand strategist for corporate finance
executives, helping clients understand their marketability,
articulate their value, and position themselves as the clear
and compelling choice. She is a Certified Reach Personal
Brand Strategist, Certified Reach Online Identity Strategist,
Certified Career Management Coach, Credentialed Career
Master, Certified Professional Resume Writer, and Job &
Career Transition Coach. Cindy can be reached via email,
, by phone, 813-655-0658, or
through her website at
Photography: alphaspirit / 123RF Stock Photo
36
1st QUARTER 2014
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