It's no longer just who you know. In today's economy you must
focus deliberately on who knows you. That means aggressively
marketing yourself to decision-makers and the people who
influence those decision-makers.
Start by
doing an honest assessment of your efforts to determine if
you're doing everything you possibly can to secure an offer.
Ask yourself these 7 questions:
1) Am I looking in the right places?: If
your industry is in trouble now, don't sit around waiting for
things to improve. Transfer your skills to
another industry. If you performed marketing duties in the
hard-hit construction industry, try seeking a
marketing-related position in health care administration,
which has added jobs. If your small employer is cutting the
hours of its sales staff, look at competitors that could
benefit from your expertise. If your airline is pink-slipping
flight attendants, shift your focus to an opportunity in
tourism PR or hotel concierge services. The idea is to think
of at least three to five ways to apply what you know to a
totally new line of work and then go after them.
2) Am I top of mind?: Make a list of the people who
know that you're looking for work. Then, make a list of the
people who should know that you're looking. That second list
should be your primary focus because it hopefully includes
decision-makers at the employers you're targeting. Take the
necessary steps to make your name and interest known to them.
You can accomplish this through internal referrals, alumni
contacts, professional associations, industry blogs, online
social networks, local career fairs and open houses, peers
within the same field, and even old-fashioned cold
calling. Map a strategy that includes
three different ways of reaching out to each person on that
list.
3) Am I memorable?: Standing out from the pack in a positive
(not hokey) way will improve your chances for being
considered. Showing up dressed like a clown or mailing
inappropriate gimmicks to catch the attention of an employer
will likely backfire. One college student
created a magazine about herself that caught the attention of
a recruiter who hired her. That tactic would work for a
professional at any age -- creativity shouldn't be limited or
defined by age. An event planner could put together a packet
with photographs of her best functions. A sales professional
can bind copies of reference letters from impressive clients
who can vouch for his or her expertise and service. Don't
wait to be asked for such collateral -- be proactive about
producing something that's neat and brings your passion, your
personality and your professional skills to life.
4) Am I casting a wide net?: Even though one or two job
postings might scream your name, do not rely on too few
positions. You need many, many sticks in the fire because you
have no way of knowing which will catch. Even if one
opportunity looks promising, don't slow down the search until
you receive a firm offer. Apply to positions on your own,
submit resumes through multiple job boards, and register with
placement agencies in your area (big ones and boutique
firms). Remember, the agencies don't work for you; they work
for the company that's paying them for the best hire. This
means you must treat agencies with the same professionalism
and respect as you would a direct employer.
5) Am I interview-ready? In the past, you might have gotten
away with interviewing with one or two people and shaking
hands on an immediate offer. Today, you should expect to go
through more interviews with more people than ever
before. Treat each one as if it's the most
important because even one person in the process can nix your
chances by raising doubts about your candidacy. Practice
every possible question you think you may be asked, and
research the employer and its competition thoroughly. While
you might not be grilled on that, it demonstrates an interest
in this particular job and field.
6) Am I being flexible?: Offer to freelance or accept
contract work if that's what it takes to get your foot in the
door. You can also negotiate working from home part of the
time as a benefit to both parties. Don't hold out for the
most perfect opportunity if it means passing up one that
could work well for you right now. Generating an income and
closing a gap in your work history can be benefits on their
own. Be selective about the kind of work you want, but not
unrealistic, given the current economic
conditions.
7) Am I actively following up? You may find yourself
frustrated from submitting dozens and dozens of resumes
online?and getting no response. Don't rely on applying online
and waiting for the phone to ring. It won't ring. It is up to
you to follow up once you've applied. Cold call to find out
who the decision-maker is and then use all of your
connections (or make new ones) to figure out how to get your
name in front of that decision-maker. Be ready to make a
smart, strong, succinct case for why you deserve to be
considered for that role. When you interview, don't leave
without asking about the next steps: when they expect to make
a decision, and when you should hear from
someone.
Tory Johnson is the CEO of Women For Hire and the
Workplace Contributor on ABC's Good Morning America.
She co-authored Take This Book to Work: How to Ask For (and
Get) Money, Fulfillment and Advancement, which was released
in paperback in September 2007. Connect with her at www.womenforhire.com
