From lawyers to shop-assistants, marketing executives to HR managers, candidates that are business-savvy often get the job. The trouble with commercial awareness is the term itself. It sounds scary and if you run a quick search online, you’ll get 50 different views as quick as Jack Robinson.

Well, it’s not as scary as it sounds.

Why? There’s no killer definition so don’t worry about searching for it. Commercial awareness is a broad concept meaning different things to different people. The general ethos is having knowledge of how issues affect each other, leading to the ability to identify tactics that move a business forward. Sensible definitions include:

• How an organisation attracts and keeps customers and what impact the wider economy has on that particular business.

• An interest in business and an understanding of the wider environment in which an organisation operates: its customers, competitors and suppliers.

• Knowing what's going on in industries, markets and the business world in general and understanding the implications, how various things inter-relate and influence each other.

• Contribution to an organisation’s goals by recognising, utilising and creating opportunities.

• The awareness of the need for efficiency, cost-effectiveness, customer care and knowledge of the market place in which the company operates.

How can you improve your commercial awareness?

The reality is commercial awareness can’t be gained over-night therefore it is difficult to bluff. Becoming commercial aware takes a genuine commitment to making a little effort each day to broaden your knowledge.

Read quality newspapers, especially the business pages. Access leading industry websites. Talk to a range of people in different occupations about what they do; friends, family, relatives.

For many this just sounds too dull, but there is a simple, 4 step answer:

1. Pick a subject you have an interest in (e.g. football).

2. Follow the business news about organisations with an interest in the industry (e.g. clubs, sponsors, media, stadium developers, retailers, supporter’s groups), committing to a little research each day.

3. Be inquisitive about how all the issues inter-relate. Think about the companies: What are they selling? Who are they targeting? What options do the buyers or consumers have? Who supplies who? What legislation could affect the industry? How is the sector performing?

4. Hey presto, after a couple of months your commercial awareness will skyrocket.

There is no silver bullet for defining or building commercial awareness.

Best of luck,

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