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FINDING THE BEST JOBS
Finding these hidden openings requires hard work. This does not mean, of course, that you should rush out and contact 50 companies in the first week of your job search (unless you are unemployed). You need to develop a balanced strategy that allows you to pursue a number of different channels at the same time, rather than focusing on only one avenue at the exclusion of all others. The most common channels include newspaper ads, networking, executive recruiters, venture capitalists, direct mail and the Internet.
An Aggressive Marketing Strategy Will Help
You to Achieve Success If
your job search is to achieve any degree of success, an aggressive marketing
strategy is an absolute necessity. This
means considering the mix of job hunting channels and deciding how you will use
each one to attack the job market. It
means spending some time and identifying the names of all the companies,
executive recruiters and venture capitalists you wish to contact. It also means establishing a daily planner
outlining how you will use your time to best advantage. Job searches work best when you follow a
fixed routine day-after-day, week-after-week. The
process of marketing yourself includes four primary activities:
1. Networking - Of all the job hunting
methods and techniques available, networking is absolutely the most effective
way to find a new position. In fact,
nearly half of all executive hires are the result of the networking
process. This means that an equal
amount of your job hunting time and effort should be dedicated to pursuing your
contacts and following up on the leads that are generated. The
referrals you receive from your initial list of contacts will become bridging
contacts to other leads, and so on. If
you are able to get each individual you meet to give you the names of two or
three additional contacts, your personal network will continue to grow
throughout your entire job-search process.
By creating this geometric progression, you will discover opportunities that
most other people have no idea exist.
This is what networking is all about.
2. Mailing Campaigns - An
effective mailing campaign requires that you identify the names and addresses
of the employers you wish to contact.
During the course of your campaign you are going to find opportunities
with many other companies not reflected on your initial list, but you must
decide which employers will get your immediate attention. You
should start the process by defining your search criteria. This includes factors such as your preferred
geographic location, types of industries you wish to contact, and
organizational size as stated in annual sales.
It is then possible to select only those firms that meet your exact
parameters. Your materials should
always be addressed by name to a key decision maker (President, Senior Vice
President, Principal, etc.), as well as any other individuals in the company
who might have a positive impact on your potential candidacy. Be selective, of course, and don’t send your
credentials to just anyone.
3. Executive Recruiters and Venture Capitalists -
You may elect to contact a limited number of executive recruiters and
venture capitalists, or conduct a broad-based marketing campaign. If you are searching for a position in a
smaller geographic area, such as in a single city, it is wiser to contact only
two or three of the better executive recruiters and venture capitalists
focusing on your particular area of expertise or industry. If you are conducting a search over a broader
geographic area, such as in several states or nationwide, you should always
contact a large number of firms. When working with a limited number
of recruiters or VCs, try to obtain from associates the name of a principal or
partner in each firm you wish to contact.
In other words, treat it in much the same manner as you would any other
networking contact. Lacking such
referrals, identify the firms you wish to contact, including the name of a
principal or partner within each firm, and send them a copy of your
credentials. Follow up with a phone
call, and if distance permits, attempt to get a personal meeting. Conversely, if you are conducting a
broad-based marketing campaign, identify every executive recruiter or venture
capitalist firm specializing in your function or industry and mail them an
electronic copy of your credentials.
Obviously, this could amount to many thousands of firms on a national
scale.
4.
Advertisements - Answering
advertisements, whether found in a newspaper, on the Internet, or on individual
company web sites, should be part of your strategy. However, since a single ad can generate many thousands of
replies, it is not wise to use this source as your primary source of
leads. Realistically, you are going to
find it difficult to secure enough interviews to generate a legitimate job
offer (even with an outstanding resume). Employers rarely find people who
meet all the criteria they specify in advertisements, so never restrict your
replies to those ads which sound like they were written just for you. If you meet at least 60% to 70% of an
employer’s requirements, it is worth responding. Just make sure you customize your letter and resume so that it
targets the employer’s specific requirements.
Granted this is more time consuming, but your success will be in
proportion to your ability to understand the employer’s needs and adapt. Once you have planned your campaign, it may prove helpful to discuss your ideas and strategies with a trusted business associate. This does not mean you should accept the other person’s views as yours, but a different outlook may prove useful. Just remember, even the best resume will not be very effective if enough of the right decision makers never see it.
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