job search marketing: new strategies

Job Search Marketing

✤ Essential Tactics for a Successful Job Search Campaign

1Copyright David E. Dirks, 2009. All Rights Reserved.

Tuesday, October 27, 2009

This book isn’t for everybody.

✤ If you know what you want to do and where you want to go, this book is for you.

✤ If you want to start on the path of differentiating yourself from your peers, this book is for you.

✤ If you don’t want to hear the sound of crickets chirping during your job search, this book is for you.



The Gloom and Doom...

✤ “The worst recession since the Great Depression has left a scorched landscape that will weigh on the labor market and broader economy for years to come...” WSJ October 2009



Employment History

4

Copyright David E. Dirks, 2009. All Rights Reserved.


Unemployment Rate - Historical

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The 3 Faces of Employment

✤ Good Economy - Job Growth!✤ Bad Economy - Job Losses!

✤ So what is the real deal?



Here’s the math...

Job Openings 2,408,000 2,387,000

Job Hires 4,228,000 4,029,000

Separations 4,430,000 4,265,000

July/August 2009 Data: July August



Job Search 80/20 Rule

✤ 80% of job searchers chase 20% of the available positions.

✤ This causes ‘cricket chirp’. ‘Cricket chirp’ is when people send their resumes in for position after position and hear nothing back but the sound of crickets.

✤ 80%+ of the available positions are NEVER ADVERTISED.

✤ 20% of savvy job searchers have access to 80% of the available positions...jobs that most others will not find.



...that’s how 5,000 people apply for 1 job opening.

...so what makes anyone think that the HR manager is going to read & screen all those resumes? Or your resume will somehow rise above the clutter of hundreds of others?



Job Boards in Crisis



Monster 2.0?

June 25, 2009



How are employers sourcing for job candidates?

✤ 76% Plan to invest in employee referral networks

✤ 72% will increase use of social networks

✤ 66% have hired candidates identified from social networks

...remember, 80%+ of available jobs are never advertised.

2009 Jobvite.com Survey:



Having a resume is NOT a strategy

✤ Your job search strategy should encompass what position(s) & employers you want to specifically target. Your strategy is wrapped around the skills & expertise that make you a

✤ Compelling job candidate



The Marketability Assessment

✤ What are the things that make you a compelling candidate?

✤ What makes your college experience valuable to an employer?

✤ What can you do that delivers the services that an employer actively needs/seeks?

✤ Why does hiring you make sense?

✤ What are the variables in your college career that can differentiate you from your competitors?



College is a career.

✤ Differentiate yourself against a gaggle of other candidates -- your chances of breaking through are better than average.

✤ You cannot do that until you take inventory of your college career experiences and understand how they translate into value for an employer.



Resume blasting is dead.

Resume Blasting... Can lead to this...



What’s the most important asset in the job search arsenal?

✤A Strong Personal Brand.



What’s the secret to finding job opportunities that others can’t?

✤Differentiation

Building a personal brand that makes you stand out from your job market competition.



What is a ‘personal brand’?

✤ The art of managing the professional & personal perceptions that people have about you.

Perception is reality. Reality is perception.



When should you start building your personal brand?

College



What’s the first thing you need to do in a job search campaign?

A. Your resumeB. Your LinkedIn profileC. Update your email listD. Call your referencesE. None of the aboveAnswer: E.

The first thing you should do is develop your job search strategy. A job search is a marketing campaign. You are the marketing manager of YOU.

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Essential Job Search Strategy

Job Search Campaign 1.0:

Tactics + Execution = Strategy (with little results)

Job Search Campaign 2.0:Strategy + Tactics + Execution = Job Opportunities



Job Search Strategy 102

✤ What specific positions do I seek at this time in my career?

✤ What specific companies do I want to work for?

✤ Who do I need to network with in order to uncover opportunities for these specific positions in these specific companies?

✤ Job seekers who don’t know what they want to target will end up...just doing.



How long should it take to find my next job?

✤ Your geography

✤ Your salary requirments

✤ The health of your chosen career field

✤ Your confidence, discipline, determination

✤ Job search strategy

✤ Job search innovation

There are many variables...



Essential Job Search Tactics



Personal Brand: Strategy. Tactics. Execution.



Get a personal website for your job search.

✤ Showcase your professional background

✤ Highlight your accomplishments

✤ Promote the website in everything you do

✤ Look polished & professional



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Create & publish a blog.

✤ Another way to showcase your skills, knowledge, and insights

✤ Post blog updates regularly

✤ Promote your blog!

✤ Free: blogger.com or wordpress.com



Share Your Knowledge & Ideas.

✤ Use platforms like Slideshare to make sure your ideas, insights, innovations, & knowledge is shared with the world.

✤ Use Slideshare to grow your professional network.



Create Your Own Radio Show.

✤ Create multiple ways to communicate your your personal brand.



Broadcast Yourself.



Start Your Own Social Network.



Find Local, Regional & National Networking Venues✤ You need to be where potential

employers & network contacts meet.

✤ Local Chamber events are a good place to start.

✤ Organize your network contacts in a database (Excel, JibberJabber)

✤ Follow-up with new contacts within 24 hours.



Using retro-technology is a competitive advantage.

36



A complete profile is

critical for any online network



Summarize your experience

Promote your blog



What you’re doing now

Tell them what you did



Get recommended!!



Find & join other groups for networking!



Get a free Google Profile



Use Google Alerts for your job research.

✤ Let the web find information you can use 24/7



Why do all this?

✤ Competitive advantage against peers...most won’t do it.

✤ Creates opportunities to expand professional network...critical to uncovering unadvertised job opportunities.

✤ Opportunities start to find you.

✤ Creates differentiation and enhances your personal brand.



Promote! Promote! Promote!

✤ The best job search tactics will not work if they are not promoted constantly.

✤ Promote via email signature.

✤ Your business card.

✤ Your stationary/letterhead.

✤ Cross promote to your Facebook, Twitter, and LinkedIn accounts.

✤ And yes...note them on your resume!



www.jobsearchmarketing.net

✤ Sign up for free Job Search Marketing Quarterly

✤ Job Search Warrior Training

✤ Job Search Marketing Blog

8 Rules for Job Search Success

Whether you!ve been laid off or you!ve decided to find another place to carry on your career, finding and/or creating your next job opportunity is mission one. Your goal is really two-fold: first, you want to find a good job that allows you to advance your career goals and secondly, you want to find that position as quickly as possible. Sounds reasonable right? It is and it should be an expectation regardless of what the current economy and the job market look like. 1. Start your job search marketing immediately.

If I had a nickel for every time I heard someone who just found out that they were being laid off tell me that their first priority was to "take some time off! before starting their job search, I!d be rich. The time to strike and start building your job search marketing strategy is immediately after you find out. 2. Have a job search plan that is integrated and coordinated. Your search marketing plan must create a very disciplined "harmony! and linkage between all the search efforts you make to find and/or create your next

job opportunity. In my research, I!ve found many people who seemed on the surface to be well-organized and purposeful in their search efforts.

Then, as you look at what they are really doing, you begin to see that their search plan has plenty of disconnects. What is the connection between your networking efforts and your database of contacts? How are you measuring success or progress towards your goals?

(Continued on next page)

Copyright: David E. Dirks 2009All Rights Reserved

JSM QUARTERLY

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http://www.jobsearchmarketing.com

http://www.jobsearchmarketing.com

www.blogtalkradio.com/jobsearchmarketing

✤ Weekly, web-based radio show dedicated to helping you find job opportunities in the shortest amount of time possible.



http://www.blogtalkradio.com/jobsearchmarketing

http://www.blogtalkradio.com/jobsearchmarketing

Job Search Marketing



Questions?

Fire away.



job search marketing: new strategies

Career

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cricket chirp