We recently connected with Lori Lawrence and have shared our conversation below.

Lori, appreciate you joining us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

I officially launched my coaching business in February 2024 as a true passion project. Before that, I spent 25 years in corporate America and before that, as a teacher and university instructor. In my various corporate roles; I managed and mentored people, hired, and coached professionals. I built relationships and trust and found solutions for business clients as an Enterprise Account Executive,

Throughout my own career, I also navigated several layoffs and career transitions.

In October 2023, my only brother experienced his first layoff after 20 years with the same company.
The job loss sent him into a very dark place. And as with so many job seekers today, he did not realize how different the job market and strategies for getting a new role had changed so very much since he had last looked in 2004. He didn’t have any tools like an updated resume, an optimized LinkedIn profile and he had not focused at all on networking, only putting his head down and working hard for a company he loved. He didn’t have anyone to help and he was embarrassed to even ask. Tragically, after struggling over several months to find a new position, he made the heartbreaking decision to take his own life.

This experience has deeply shaped my mission. I was layed off myself just 2 months after I had lost him. I now dedicate my coaching work to mid-to-late career professionals in their own career transition, many of whom have never faced a job market this brutal.

My goal is to support and empower them through these challenges so they never feel as lost and hopeless as my brother did. I go way beyond the resume clean up and help understand how important a strong strategic plan is and what all is part of that plan which includes skill and digital proficiency inventory, professional branding, networking strategies, application and interviewing processes and all of this is wrapped up with emotional and mindset support.

In such a short time, so many of my clients have found wonderful success and newfound confidence and new jobs!

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Reinventing Careers After 50: How I Turned My Pain into Purpose
The Spark That Ignited My Business

My journey into career coaching wasn’t planned—it was born out of experience, resilience, and a mission to rewrite the narrative for seasoned professionals struggling in today’s job market.

I’ve been in their shoes. I’ve faced the uncertainty of layoffs, navigated multiple career transitions, and battled the self-doubt that comes when you’re told—directly or indirectly—that you’re “too old” or “too experienced” for the modern workforce.
But nothing prepared me for the loss that would change my career—and my life—forever.

In August 2023, my younger brother Kirk, a seasoned Technical Sales Representative with nearly two decades at a major tech company, was laid off at 61. When he called me for help,
I saw firsthand how unprepared he was for the new job market. He had built his career on relationships—grabbing coffee, playing golf with colleagues, relying on word-of-mouth. But in a world where recruiters use AI-driven systems, LinkedIn algorithms, and digital-first networking, those old methods weren’t enough.

He struggled to adapt. The rejection and uncertainty became unbearable. Two months later, in October 2023, Kirk took his own life.

I was devastated. And three months after his passing, I experienced my own corporate layoff. But instead of letting it define me,

I made a choice—to turn my pain into purpose.

I founded Next Chapter Career Coaching because I refuse to let another experienced professional feel as lost, undervalued, or unsupported as Kirk did.

I have Rewritten the Rules of Career Coaching and Career Mentoring

Most career coaches focus on the resume and LinkedIn profile—I go much deeper. My clients are high-achieving professionals over 50, many of whom have been laid off, are returning from retirement, or are struggling to transition into a meaningful encore career.

I don’t just rewrite resumes; I rewrite narratives—helping my clients rediscover their professional value, rebuild lost confidence, redefine their career paths, and strategically position themselves to thrive in today’s job market. I want all job seekers to understand in this market, you must be your own advocate; be positively assertive, share your story, your thought leadership, your ideas and opinions around your own career transition and stay forward thinking.

Here’s what sets my approach apart:
• I blend coaching, mentoring, and consulting. Each client receives a fully customized one-on-one program designed to empower, not just prepare.
• I focus on strategy, not just documents. A resume alone won’t get you hired. I teach my clients how to network effectively, master digital job search techniques, and build a compelling professional brand that makes them stand out.
• I tackle the emotional and psychological barriers that come with career transitions after 50. Self-doubt, age bias, imposter syndrome—these are real struggles, and I help my clients navigate them with confidence and resilience.
• I believe that experience isn’t baggage—it’s jet fuel. Too many professionals feel like their past work history holds them back. I show them how to leverage it as their greatest competitive advantage.

The Brutal Reality of Today’s Job Market—and How I Help My Clients Win

Since late 2022, white-collar professionals over 50 have been disproportionately impacted by layoffs and hiring freezes. Companies that once hoarded talent during the pandemic are now running lean, leaving seasoned professionals sidelined.
Meanwhile, recruiters are drowning—some of the big Fortune 25 company recruiters have reported receiving up to 20,000 applications for a single role.

The job market isn’t just tough—it’s overwhelming. And for experienced professionals, it’s even more complex.

The old way of job searching no longer works. That’s why my coaching goes beyond the traditional job hunt and instead focuses on a strategic, proactive approach to career reinvention.

My clients learn how to:
*Build a professional brand that makes them irresistible to recruiters and others through strategic networking and outreach.
*Leverage LinkedIn as a powerful networking tool (not just an online resume).
*Navigate the modern hiring landscape, including AI-driven recruiting and digital-first networking.
*Overcome age bias by emphasizing relevance, expertise, and adaptability.
*Negotiate offers and redefine career paths that align with their goals.

Why I Do This Work—And Why It Matters Now More Than Ever

For so many professionals over 50, this is more than just a job search—it’s a fight for relevance, financial security, and self-worth.

I know what it feels like to question your place in a changing job market. I know the frustration of being overlooked and the fear of starting over. But I also know that reinvention is not just possible—it’s powerful.

At Next Chapter Career Coaching, I don’t just help people find jobs—I help them reclaim their confidence, their purpose, and their future.

You’re too young to retire and too experienced to be overlooked. The next chapter of your career is waiting—I want to help make sure it’s the best one yet.

Any advice for growing your clientele? What’s been most effective for you?

Growing My Audience: Staying Small, Impacting Big

Unlike many career coaches who focus on building massive followings or selling cookie-cutter programs, I have intentionally chosen to stay small and deeply connected—because my clients don’t need another generic job search strategy. They need someone who truly understands what they’re going through.

The job search after 50 is uniquely challenging. The flood of conflicting advice on LinkedIn, the frustration of sending out applications with no response, the loneliness of feeling invisible in a world that seems to favor younger professionals—these are the real struggles my clients face. And they don’t need another sales pitch. They need a real conversation with someone who gets it.

That’s why I focus on one-on-one coaching, speaking engagements, webinars, and LinkedIn engagement—because that’s where my clients are. They are already actively searching, consuming career advice, and trying to make sense of a job market that feels completely foreign compared to when they last job-searched.

Why I Stay Off the Salesy Bandwagon

I don’t push high-pressure programs. I don’t spam people with automated messages. And I don’t make empty promises of “landing a six-figure job in 30 days.”

Instead, I show up authentically, whether I’m speaking on a panel, hosting a webinar, or responding to a LinkedIn post from someone feeling lost and overlooked.

My approach is simple: listen first, then guide. So many of my clients come to me in complete frustration, asking:
“What is wrong with me?”

They tell me:
“I have decades of incredible experience and deep industry knowledge… but I can’t even get an interview.”

This is where my work begins. I help them redefine their professional brand, understand how to navigate today’s digital job market, and regain their confidence. Because the truth is—nothing is wrong with them. The job search has changed, and they need someone to help them play the game differently.

Real Stories, Real Impact

One of my clients, L. Johnston, a Senior SaaS Account Executive, spent a staggering 579 days job searching before she found me.

She first reached out to me on LinkedIn—not asking for a job, not asking for resume help, but simply asking:
“Do you know of any networking groups for older professionals? Because I feel like I’m out here alone.”
She had tried everything—networking, applying, following all the advice she could find. But nothing was working. She was exhausted.

After seeing me speak as a panelist for an Indeed-sponsored event, “Success and Satisfaction in the Latter Stage of Your Career,” Leah reached out, and we started working together.

Here’s what she had to say about the experience:
“Lori is truly top-notch—smart, informed, motivating, and caring all at the same time. Her exceptional leadership skills are matched by her openness to learning from her clients, creating a dynamic and collaborative experience. As a strategic thinker, Lori has an innate ability to help you identify challenges and move past them, ensuring you don’t “stay in your own way” for more than a moment. She is incredibly skilled at helping individuals define their goals and drive meaningful results.”

After just six weeks of working together, Leah landed a job offer and started her new role on February 26th.

Another client, A. Davenport, a highly experience Customer Success Manager shared this:

“I cannot recommend Lori highly enough! She has been incredibly helpful, resourceful, and encouraging throughout my unemployment journey. Her vast knowledge and unwavering support made all the difference, providing me with the tools and confidence I needed to land my next opportunity. Lori was truly a bright star and an angel during one of the most challenging times in my life. I’m so grateful for her assistance and the impact she had on my job search success!”

And then there’s S. Kadam, Business Transformation Leader, who had confidence in her skills but needed a way to stand out in a hyper-competitive job market:

“Having recently been impacted by a workforce reduction, I knew I needed a fresh strategy to present myself effectively. Lori’s empathy and strategic insight were exactly what I needed. She provided actionable talking points and advice that helped me refine my approach and showcase my experience in a way that truly resonated with interviewers.
Thanks to her guidance, I was able to speak about my background with even more clarity and pride, converting all of my interviews into job offers. Lori’s expertise in career strategy is exceptional, and her ability to make you feel both prepared and empowered is invaluable. I highly recommend Lori to anyone looking to elevate their career strategy and stand out in today’s market. Her thoughtful guidance made all the difference for me.”

This Is Why I Do What I Do

I don’t need a massive following. I don’t need viral posts or automated sales funnels. I need real, honest conversations with professionals who are ready to take back control of their careers.

My business isn’t about volume—it’s about impact. And that impact happens when I get to connect with professionals one-on-one, whether that’s through:
• Speaking engagements where I can educate, inspire, and shift perspectives on career transitions after 50.
• Hosting webinars where I provide actionable insights, not just generic job search advice.
• Being an active, engaged presence on LinkedIn, where I meet professionals exactly where they are—feeling lost, frustrated, and unsure of what to do next.

I’ve chosen to stay small and personal because career transitions, especially later in life, require more than just a strategy—they require real human connection. That’s what I offer.

If you’re out there wondering why your job search isn’t working… if you feel like you’re too young to retire but too experienced to be noticed… I see you.

And I’m here to help.

What’s been the best source of new clients for you?

The Best Source of New Clients: Real Conversations, Real Connections

My business is more than a business—it’s a mission. It was born from pain, loss, and a deep, personal understanding of what it means to feel invisible in the job market after 50. Every client I work with represents someone’s career, someone’s confidence, someone’s future—and I take that responsibility seriously.

That’s why I don’t rely on flashy ads, sales funnels, or automated outreach to bring in new clients. The best source of new clients for me has been real, honest conversations—conversations where people feel seen, heard, and understood in a way they haven’t before.

My clients find me through LinkedIn, speaking engagements, workshops, and webinars and a growing new community of job seekers, Next Chapter Career Networking Community —not because I push a sales pitch, but because I show up authentically in the spaces where professionals over 50 are struggling and searching for answers. For my online community that meets 2x a week with no obligation to attend, but to allow others to hear, support, encourage and not feel alone in this incredibly hard process. It is growing each week through word of mouth and referrals.

Job Seekers on LinkedIn come across my posts on LinkedIn and think, “Finally—someone who understands what I’m going through.”

They hear me speak on a panel or attend one of my monthly informational webinars and realize, “This isn’t just another career coach—this is someone who truly cares.”

Many of them reach out in quiet desperation, not even asking for coaching at first. They just want to know if I can point them to a networking group, or if I have any advice for someone who’s been job searching for months without a single interview.

And that’s when the real work begins.

Building Trust Before the Business Even Starts
One of my clients, R. Itzler, was job searching for nearly a year before she found me through a webinar from Indeed Job Academy. She wasn’t reaching out to hire a coach as she had had a career coach before and didn’t feel it had moved the needle in her situation —she was simply looking for help, guidance, understanding and support. As she had never felt this isolated and lost in a job search before. She felt alone in her search, and all the advice she found online felt disconnected from the reality of what she was facing.

We started working together, and her own growth and confidence has led her to some tremendous opportunities and discussions. She has learned even when you are employed, it is so crucial to stay connected and network with others in your field. Stay relevant, getting uncomfortable in reaching out and asking others to connect, learning rejections are redirections and staying connected to others.

Another client, C. Kobetitsch, had lost some of his confidence in his ability to successfully job search and found he was struggling to stand out in a crowded job market in which positions seemed to be shrinking. All this after a workforce reduction. He found his way to me through a webinar. We worked on his story, his own elevator pitch, his networking, his positioning, his overthinking, his interview strategy—and suddenly, everything changed. He started converting connections into interviews. He now has several opportunities in front of him. He learned to properly take care of business within the job search.

The pattern is always the same. People find me because they are tired of feeling lost, overlooked, and undervalued – and isolated. They don’t need another online course or generic resume template. They need a strategy. The need a clear plan. They need clarity. The need a strong sounding board. They need someone who believes in them when they’re struggling to believe in themselves.

Why My Business Will Always Be Built on Connection, Not Transactions
I could grow my business differently. I could run Facebook ads, automate my LinkedIn messages, or create a mass-market career coaching program that brings in thousands of people. But I don’t. Because this work is personal.

Every single client I work with reminds me of my brother Kirk, who felt completely lost after being laid off at 61. He was brilliant, accomplished, and hardworking—but the job market had changed, and no one had prepared him for it. He didn’t have the digital presence, the networking strategies, or the confidence to navigate this new landscape.

And two months later, he was gone.

I refuse to let that happen to anyone else. That’s why I choose to stay small, intentional, and deeply connected to every single client I work with. I will say, I do have plans to eventually go into organizations and speak to leadership and HR and help them understand that while layoffs are part of a business decision, those decisions effect people. People with hearts and minds and in some cases, living in a well-hidden darkness in which a job identifies their life and once gone removes real purpose. I want to educate and brainstorm alongside companies on how to better handle and communicate and provide REAL support to those affected by a layoff. Not just receive a cold email from an outplacement center. I want to be able to go into organizations and speak directly to employees BEFORE a workforce reduction and make sure they have everything they need to be successful in their Next Chapter. Companies can and need to do better in these business decisions. Placing the people who are in their community, who they love to call ‘family’ alongside doing what is right for the organization and those who drive it’s success.

The best source of new clients for me has never been marketing tactics—it’s been word of mouth, real conversations, and showing up with honesty and heart in the places where professionals over 50 need help the most. I receive referrals and LinkedIn posts from people I have worked with in my own career recommending me because they know me, my story and how much this all is coming from my heart.

Because at the end of the day, this isn’t just a business—it’s a mission. And if I can help one more person feel seen, supported, and empowered in their job search, then I’m exactly where I need to be.

Contact Info:

• Website: https://www.nextchaptercareercoaching.com
• Instagram: @lori_lawrence_coach
• Facebook: https://facebook.com/lori.lawrence.186
• Linkedin: https://linkedin.com/in/lorilawrence
• Twitter: @CareerChapter
• Other: Indeed webinar Nov. 7, 2024: https://www.linkedin.com/events/successandsatisfactioninthelate7237487552620843009/theater/