I used to have a
small contracting business. Small (about 20 seasonal employees) but successful
in it's own right. We did mostly exterior painting and I divided my time
between operating the business and marketing to generate new business. My team and I didn't use complicated tactics,
at the time we didn't have to worry about the seeming complexities of SEO or
buying ads on facebook. We did however run a successful marketing campaign. It
dawned on me as I was listening to an interview with Lisa Earle McCloud,
marketing expert, I utilized the very principles that she suggests. She cites
the analogy of marketers being similar to deer hunters. Avid hunters will learn
everything they can about the deer they intend to hunt. They will go to the
place where the deer will most likely be, wearing gear that will be most likely
to bag a buck.
In her example great
marketers will do the exact same thing.
They will very specifically
determine the target customer and then go where they are, do what they do, see
how they live, and serve them completely by speaking their language. In the
business that I was in, this was pretty easy. I looked at certain zip codes,
determined where there were groupings of residential neighborhoods with average
incomes over certain levels, and focused on making those people aware of my
services and my business.
This same concept
can be applied to marketing yourself during a job search or job transition.
Think about it as creating a marketing plan and strategy for yourself. For
today's post let’s look at 2 of these concepts:
- Defining your target market
- Go to where they are
Defining your target market:
What areas are you
interested in living or commuting to? If you are only interested in San
Francisco there is no use at looking companies that require you to live in West
Palm Beach, Florida
What types of roles
are you interested in? If your answer is anything then you probably won't like
this blog. It's all about how to use
What companies are
likely to have these jobs? Google probably doesn't hire that many welders
Go to where they are at:
Are there
professional associations, groups, or meetings that take place in the area for
the industry, job or career you are interested in? It's likely there are,
whether you know about them or not.
Are there local
LinkedIn groups, online groups or other digital local avenues where you can get
introduced to people in these roles or people who can make or influence hiring
decisions? If your answer is no, then you haven't looked hard enough. Get creative.
Between all of the avenues available on the internet you can easily gather
enough information to understand what these people are involved in and what
they participate in.
Call them at their
work. When will they be available? This one seems obvious, but I guarantee you
will be unlikely to get most professionals in traditional jobs on the phone at 10am. This is prime time
for meetings, activities, and general work flow time. You would have a much
better shot closer to 8am or between 4pm and 5:30pm.
Have
an offer at the ready:
Who
are you? Why are you calling? What do you want? These questions need to be
answered in a 2 minute phone call time period. It's great if you talk with.
4 years ago when I
decided I was going to make job transition I knew that I wanted to be in the
Human Resources field. Got involved with the local Society for Human Resources
Management chapter, where I began to meet HR folks from all around the area. I began
volunteering for events and in short order ended up on the board of directors
for that chapter. At the same time I was contacting several HR VPs and
Directors at local area companies each week. I had previously done research on
all of the organizations that I was interested in and had limited it down to a
list of 20. I asked to meet with many of the people that I contacted and was
able to arrange phone calls, interviews or other in person meetings with well
over half of them.
This targeted set of
activities led to over 20 interviews and
5 job offers over a 6 month period of time. More than that it led to
some fantastic long term relationships. I still have people calling me
regularly and saying, I know of a job or an opportunity that you might be interested in.
Remember most people
get jobs through relationships. I hear many people say take an inventory of who
you know. I simply reversed this and said how I build relationships with those
people who can expose me to opportunities.
One important note
on all of this, you should never set out to join a group or build relationships
just because it will benefit you. The groups that I participated in often
required time and energy from me to contribute to the cause. I got involved
with numerous groups along the way and did not join any one of them because of
the things it would get me. Instead each
of these groups lined up with my values and what I wanted to contribute to both
personally and professionally. In the case of contacting employers and meeting
with people each time it was something that was mutually beneficial. For them
it was a potential addition to someone they
could add to their talent pipeline should they have a need later on down
the road.
You can do this too.
It doesn't take a scientist or even a marketing expert to use each of these
concepts in your career.
Go and Happen to
Your Career!