November 2024

Editor's Message
by Ruth Sternberg, NCOPE – NRWA Newsletter Editor

Greetings, everyone! 

I am so pumped! I attended the NRWA’s 2024 Reignite conference in Providence, RI, and it was the highlight of my professional year.

This year, 91 career professionals attended our conference, including through select online sessions. This issue is devoted largely to sharing a few thoughts about the value of the annual event and introducing you to some of NRWA’s inspiring and energetic leaders: the winners of this year’s slate of awards. 

You will meet the president-elect, who steps into the role in January, and you will read about some of the reasons to join the organization, including a new certification program that can equip you to serve your clients at an even higher level.

We also announce the location of the 2025 conference below. 

If you’re still wondering how you can get more out of your membership or are deciding whether you want to join NRWA, read about one aspect: our monthly membership mixers.

So, read on! And then put the conference on your calendar. If you aren’t a member yet, you are missing a lot of opportunities to expand your network and strengthen your expertise.

The Watercooler will take a break in December but join us again in January for what we hope is meaningful and captivating content.

Want to help with the Watercooler? Let me know! Email me at ruth@confidentcareersearch.com. I would love to give you a byline!

Until 2025,

Before you continue, take note:

Business Owners Must File a BOI Report by Jan. 1

The federal government, under the Corporate Transparency Act, requires business owners to fill out a report disclosing the identities of who controls or owns the business. It’s called the Beneficial Ownership Information Report. Its purpose is to curb illicit finance.

Filing is secure, straightforward, and free of charge. Deadlines are as follows:

Companies are required to provide the name, birth date, address, and government-issued ID information for each beneficial owner, along with basic company details.

Only one report is required unless information changes, and companies formed after January 1, 2024, must also disclose details about the individuals who founded them, known as “company applicants.”

This issue

• 2024 Conference Inspired Insights and Relationships
• Congratulate NRWA’s Award Recipients
• Welcome to the NRWA’s President-Elect
• NRWA Launches New Coaching Certification
• Next Year’s Conference Moves Southwest
• Expand Your Professional Network. Attend a Member Mixer!

“Ask the Experts” panel at the 2024 conference, left to right: Annette

Richmond, Lorainne Beaman, Grant Cooper, Mary Jo King, Tom Powner,

Nancy Grant, and Paula Christenson.

2024 Conference Inspired Insights and Relationships

By Ruth Sternberg, NCOPE, Watercooler Editor

I’ve been spending time digesting my notes from the NRWA’s 2024 conference that finished on Oct. 10 in Providence, RI. There were so many good takeaways! 

We learned tips for organizing our businesses, navigating professional relationships, and guiding job seekers, students, veterans, career changers, and others through a swiftly changing employment landscape.

The cherry on top was, for me, the post-conference session on artificial intelligence (AI) tools, presented by Tom Powner, who also teaches the NRWA’s Nationally Certified Online Profile Expert (NCOPE) certification course. He even started the session with a pumped-up, AI-created song about the challenges of finding a job!

This is my third in-person conference, and it was worth the travel, not only for the knowledge that has shaped my perspective as I grow my business but also for the friendships. I had meaningful conversations with other attendees about business and industry trends. We traded tips and shared resources. This exchange has not stopped since we returned to our practices. I am grateful for the insights that have occasionally helped me power my way through a challenging client situation or resume-writing dilemma.

I asked some of our conference attendees to share what they enjoyed about the conference. Cathy Alfandre, a Connecticut-based 21-year industry veteran focusing on career and executive communication coaching, said, “I was truly surprised that every session had at least one, usually multiple, nuggets of valuable, clickable takeaways, whether those were things I can do differently in my resume writing, trying a new trick, a way to take better care of myself or a way to think about my business.

Cathy said, “There's always something very tangible, not just lofty ideas that I can't use.” 

Myriam-Rose Kohn, a career strategist based in Maryland, attends the conference “not only for the sessions but definitely to make connections. It's rekindling relationships. The camaraderie is very important.”   

Mryiam-Rose has seen a lot of change in the career industry since she started serving clients in 1987. But she says she always learns something new at the NRWA conference. This year, she said, the LinkedIn tips were particularly helpful. 

Kristen Edelberg, a new business owner based in Colorado, said she took “pages and pages” of notes. Kristen transitioned to solo work after contracting for more experienced professionals. This was her second NRWA conference, following last year’s in Colorado Springs, and she is a fan. 

“There are so many talented industry people here,” she said. “Just everyone I talk to has better ideas than the last person I talked to. Such a wealth of information. The speakers were all amazing. A lot of what I'll take back will be around things such as boundary setting and not trying to be everything to everybody all the time.” 

Tyler Carrera joined the NRWA in 2024. He works for Chicago-based James Drury Partners, a corporate board placement consultancy. “My network is very small, so getting to meet people who are leveraging skills in really diverse ways opened my mind, showing me how applicable these skills are in a variety of niches,” he said.

Ed Lawrence, a Massachusetts-based coach and career-branding consultant in business for seven years, said he is always impressed by the generosity and authenticity of NRWA members. 

The conference sessions and side discussions, he said, “reaffirm how resume writing is an art as well as a science. There are several ways to do the same thing, and I've actually heard people say how we can disagree on an approach and still have the same ultimate aim.” 

He appreciated that one presenter summed up the organization’s sentiment: “The presenter said, ‘Yeah, we're all friendly competitors and all willing to help each other out because we know there are going to be plenty of clients, and we don't worry. We recognize it's a win-win.’” 

Special thanks to the conference committee led by Sara Timm:

Nancy Grant, Kathi Fuller, Barbara Schultz, Tessa Barlow, Virginia Franco, Vincent Vitale, Mary Jo King, and Tanya Floyd

A highlight of the 2024 conference was the announcement of several of the NRWA’s annual awards. These NRWA members have helped grow the organization and raise its educational standards. Each of these recipients was nominated by members for extraordinary service.

THE INDUSTRY HERO AWARD

This award was created in 2015 to recognize leading-edge career services providers who are passionate about our profession's growth and advancement. Past winners have introduced industry-leading tools and courses, promoted excellence, and raised industry standards. They’ve devoted time and energy while managing their own careers, and their work has educated and inspired countless resume writers and other career-services professionals.

This year, two members tied for this honor.

Kathy Keshemberg has more than 20 years of experience in the resume-writing and career-consulting industry. She is a trailblazer, working to consistently raise the bar for professional standards.   

Kathy, who owns A Career Advantage, based in Wisconsin, served as the NRWA’s certification commission chair, elevating the prestige of the Nationally Certified Resume Writer (NCRW) credential. She was one of the first to receive the credential and later earned her Nationally Certified Online Profile Expert (NCOPE) designation as well. 

Kathy has organized six NRWA conferences, including the first one in Chicago, and has continuously advocated for resume-writing certification and best practices, ensuring industry-wide adherence to high standards. Kathy has developed and maintains the NRWA Study Guide, which has become a cornerstone of organizational standards.

Jean Austin is the NRWA’s education and professional development chair, redefining professional growth within the career-services sector. Her work has transformed the NRWA’s professional development landscape, fostering growth, unity, and excellence across the industry. Jean has earned the NCRW and NCOPE certifications.

Jean’s visionary approach has doubled the NRWA’s annual webinar offerings and introduced innovative series such as "Tech Tuesdays” and other fresh, relevant content that significantly enhances the learning opportunities available to career-services professionals. Jean also spearheaded a major reorganization of the NRWA's educational library, streamlining access to resources that enhance our members’ self-directed learning.

Jean, who owns the Florida-based Talents Presented career-services company, is a member of the NRWA board of directors and the NRWA advisory board. She has also served as a ROAR judge, conference program planning committee member, public image committee member, ask the experts contributor, and NRWA program auditor. She served as 2017 conference program planning chair and was honored with the Vivian Belen Award.

THE VIVIAN BELEN AWARD

This award is presented annually to a member who embodies the spirit of service, innovation, and leadership championed by Vivian, an original NRWA founding member. The winner exemplifies everything she believed in:

• Adherence to the code of ethics she helped to create.

• Commitment to fairness and integrity.

• Advancement of the NRWA's mission to mentor and educate.

This year’s recipient is Robert Rosales, who served as the NRWA’s 2023 president.

2024 NRWA President Brenda Mariah lauded Rob not only for his work as the NRWA’s leader but in many other roles as well. “He has also volunteered to take over as treasurer for 2025, and he has kept our marketing efforts running while we recruited a new marketing chair (Tanya Floyd),” she said.

Rob joined the NRWA in 2015, and in 2018 became the board’s marketing chair. Rob brings extensive experience as a strategic business leader stemming from a 30-year career in retail and nonprofit leadership, including leading the retail division at Goodwill of Silicon Valley and then starting his own California-based business, EZ Resume Services.

Brenda added, “Rob also leads the charge for our membership and organizational restructuring taskforces. Plus, Rob’s insights have been valuable to our public image and diversity, equity, and inclusion committees. This is in addition to his contributions to our monthly newsletter and member forum on Facebook. Rob’s strategic mindset, selfless volunteerism, and member-centered leadership have positively influenced our organization and beyond.”

PRESIDENT’S SERVICE AWARD

This award was first presented in 2020 to recognize each NRWA president for their commitment and dedication to the NRWA.

Brenda Mariah served as the 2024 NRWA president and will complete her term on Dec. 31. Robert Rosales, who led the NRWA in 2023, emphasized Brenda’s leadership of efforts to streamline NRWA processes. “This includes bringing much-needed marketing and communication resources to the association and leading development of our new coaching program,” he said.

Brenda joined the NRWA in 2012 and began attending conferences annually. She earned several certifications, including the NRWA’s NCOPE and NCRW designations. In 2013, Brenda joined the NRWA board as a member representative, followed by director of membership. She received the Vivian Belen Award in 2015. 

During her leadership tenure, Brenda helped the organization move forward in a number of areas:

• Onboarded a new administrative-management partner, Chicago-based Celtic. 

• Raised the NRWA’s visibility and engagement with additional marketing resources 

• Guided development of the new Nationally Certified Career Transition Coach credential.

Brenda owns Push Career Management, based in Phoenix, AZ.

ROAR Winners Embody Writing Excellence

The annual conference is our central place to meet and share our expertise. We also honor our colleagues who excel at crafting career documents that help their clients shine. This year’s winners of the Recognizing Outstanding Achievement in Resumes (ROAR) competition and the award categories are as follows:

Sara C. Timm, NCRW, Executives

Marie Plett,

Mid-Level Managers

Marie Plett, Professional

Judges for the 2024 entries were NCRW-certified members Cheryl Minnick, Julie Maahs, Jean Austin, Deirdre Rock, and Robert Rosales. You can see each winner’s entry and read more about their resume-creation philosophies here.

Welcome to the NRWA’s President-Elect

NRWA members elected Cathy Lanzalaco, NCOPE, NRWA, as the organization’s incoming president. Cathy will take leadership of the organization on Jan. 1, 2025, for a one-year term, succeeding Brenda Mariah. Here are some facts about her:

How long have you been an NRWA member? Seven years

How have you participated over the years since you joined? 

I have attended every conference since 2018 (including the virtual ones during the pandemic) and was a director of member support in the past. I also won two ROAR awards. I also led the DEI and Professional Image committees.

What inspired you to run for president?

I wanted to give back to this organization that has given me so much and has been so instrumental in the success of my professional development and my business. I believe that my corporate leadership experience and commitment to the organization add value as the NRWA president.

What do you plan to bring to the role to enhance the NRWA? 

I plan to bring my industry experience, business acumen, and leadership skills to elevate the NRWA by driving initiatives that promote innovation and strengthen member value.

Tell us briefly about yourself and your work.

I began my career as a registered nurse, transitioned into medical case management, and then spent 15 years in human resources leadership before losing my job when the business I supported closed in 2016.

After helping 600 people transition into new careers, I knew I wanted to help others navigate their job searches, leveraging the expertise I gained working in HR. So, in 2017, I founded Write-Resume-For-the-Job, and in 2018, purchased Inspire Careers and began doing business under the Inspire Careers banner, serving executives and career-minded professionals across the country. 

Throughout my career, my focus has always been on advocating for people, whether patients, employees, or clients. As a three-time career-changer with 15 years of HR leadership, I use my experience to help clients find jobs and build careers they love faster than going it alone. A lifelong resident of Buffalo, N.Y., I now split my time between my homes in Buffalo and Fredericksburg, VA.

Here is a list of the 2025 NRWA board:

• Nancy Grant, President-Elect
• Donna Tucker, Secretary
• Rob Rosales, Treasurer
• Rosalinde Rosado, Director of Member Support, Military & Workforce Centers
• Donna Shannon, Co-Director of Member Support, Experienced Business Owners
• Arno Markus, Co-Director of Member Support, Experienced Business Owners
• Tessa Barlow, Co-Director of Member Support, New Business Owners
• Shoni Bell, Co-Director of Member Support, New Business Owners
• Sheila Wener, Director of Member Support, College Career Centers

NRWA Launches New Coaching Certification

Chelsea Jay

There is a lot more to moving up the career ladder than submitting a sharply written resume and optimizing a LinkedIn profile. Many clients need guidance on direction before they are ready to work on those steps.

Not everyone who works in the career industry is equipped to help.

“So often, I've had clients who I've had to turn away because they come to me and they don't yet know what it is they want to do when they grow up,” said NRWA President Brenda Mariah. “I have to say, ‘You need to go talk to a career coach and then you can come back and I can help you with the resume.’ And sometimes they do it, and sometimes they don't.”

Now, more people in the career industry can retain those clients, thanks to the NRWA’s new certification program. At the 2024 NRWA conference, Brenda formally announced the Nationally Certified Career Transition Coach (NCCTC) credential program. It provides the pathway to develop the skills necessary to coach clients through their career quandaries.

The inaugural cohort began its eight-week journey on Oct. 29 learning to use the tools and methodology through instruction and practicum that will equip them to build and expand their businesses on this foundational service tier.

The program instructor is Chelsea Jay. Chelsea is a career and leadership coach with more than 15 years of experience. She is also a Nationally Certified Resume Writer (NCRW), Online Branding Expert (NCOPE), and LinkedIn Learning instructor. She presents frequently at industry conferences on topics related to confidence and mindset.

The curriculum was developed by a committee of eight NRWA members, led by Brenda. The goal was to focus on expanding the skills already being used by resume writers and other career industry professionals who serve clients at various career stages.

“Our primary goal was to create a comprehensive and transformative program that empowers career service professionals to guide clients through transitions in their careers,” said Chelsea.

The program includes foundational and advanced tools; the latest (and most effective) coaching models; career development theories; and interactive, hands-on learning experience.

The curriculum was built with role-playing, case studies, and peer collaboration that focuses on practical applications, constructive feedback, and a review of ethical considerations. 

“We worked hard to create an experience that not only imparts knowledge but also empowers coaches with the skills, confidence, and resources to immediately make an impact in the lives of their clients,” said Chelsea.

The first cohort finishes on Dec. 17. After a review, the committee will schedule a second cohort.

Next Year’s Conference Moves Southwest

The NRWA’s 2024 conference wrapped up with the announcement of next year’s location. It will be held Oct. 12–14, 2025, in Phoenix (Chandler), AZ.  

The location matches next year’s theme, Phoenix Rising. 

“The phoenix rises from the ashes, stronger and more resilient, just as we professionals face our own trials in a quickly evolving industry,” said Cathy Lanzalaco, NRWA president-elect. “As you have already been experiencing, we are in a period of profound change in technology. DIY content solutions and changing consumer expectations in a shifting job market are changing how we work.”

Cathy emphasized that it’s important for career industry professionals to offer maximum value amid competition with artificial intelligence tools and an influx of service providers, “people with no formal training in resume writing or career coaching or the standards of excellence that we uphold in the NRWA.

“These LinkedIn imposters often present themselves as experts, yet they deliver substandard work that not only undermines the values of our profession but also misleads job seekers. They flood the market with poor-quality offerings, driving down prices and compromising the integrity of what we offer. But just like the phoenix, we too have the power to rise about these challenges.” 

Keep watching the Watercooler and the NRWA website for details.

 Expand Your Professional Network. Attend a Member Mixer!

By Ruth Sternberg, NCOPE, Watercooler  Editor

It’s great to arrive at an NRWA conference and see my colleagues greeting each other. Many have never met in person before and yet, they feel they already know each other.

It’s because they met at an NRWA mixer. 

Each month, the NRWA conducts this online activity giving members a chance to meet in large and smaller breakout groups and share their experiences in the industry. I love the chance to get feedback, share ideas, and generally feel less isolated.

It’s a key reason to join the NRWA. 

NRWA member Courtenay Davis, located in California, shared that she loves attending the mixers for rapport-building and network-growth opportunities.

Here are other reasons to attend the mixers:

• Collaboration Opportunities: Our mixers provide a platform to connect with like-minded professionals, leading to potential collaborations such as referrals or joint service offerings.
• Best Practices: Your industry colleagues can provide fresh perspectives including new techniques, tools, or approaches that can improve your services. Networking with other experts helps you stay informed about the latest tools, technologies, and trends in career coaching, resume writing, and advising.
• New Insights: You can learn from business owners who may have different approaches to managing their career-services businesses. This could include pricing strategies, client acquisition, or marketing techniques.
• Support: Owning a business can sometimes be isolating. The NRWA is notable for its mutual member support. Collegial relationships enable you to share challenges, get feedback, and seek advice on business and client-related issues.

The next mixer is Nov. 25. For more information and a registration link, see the calendar listing.  

Professional Development 

The NRWA offers live and on-demand webinars, a self-paced Resume Writing 101 course, teleseminars, and more opportunities for learning throughout the year.

Certification Programs 

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