A Marketing Plan for You, Part I: Job Search

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:

1. Defining your target market
2. 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!

How to REALLY prep for an interview!

What do you do leading up to the interview? prep for a few questions, practice in the mirror, work on your smiling. All great but as they say this can potentially be "putting lipstick on a pig" if you don't have great experiences to draw from.

So what really preps you for an interview?

Good quality experiences are the basis for really good stories. Stories that of course have a great situation leading up to it, show what stellar behavior you chose to exhibit, and display how you achieved an award winning outcome. How you took on an extra project that changed not only the way your department does business but other departments throughout the company. How you had an idea for cost savings, that really didn't take any extra time but simply required you and your coworkers to start to work in a different way, and oh yes… this one saved your organization $27,000 in short order and lead to you getting a raise. People with experiences like these are the ones employers want to hire. These are even the type of people that are likely to get several job offers and have the ability to negotiate both salary and other terms of the position.

"But Scott" you say "I don't have any of these fancy schmancy experiences but I still want that Finance Manager job in that sweet office building down the road with a view." Maybe so but guess what? someone else who has great experiences actively improving her organization and getting results also wants that job. You will be competing against this person. Going up against someone who has great experiences in an interview is a little like the person who swims a couple of times a week in the pool at the YMCA, competing for a single spot in the olympics. Even if you get through the "elimination rounds" you will be able to tell very quickly by the rapidly expanding gap of water, who the star performers are.

Having great experiences can help you change career fields. One common language in many job interviews is leadership and influence around focused improvement. That is something all organizations are looking for and those are always transferrable skills and experiences. In fact what often stands out

Let's dig a little deeper to determine how we get there. How do you start noticing opportunities or problems for improvement in your organization?

Caring about what happens where you work is a start. Now before you launch into your martyr story about how much you care about this or that, I would challenge you to think about this: Does everyone else that you work with feel the same way about you; That you put yourself behind the needs of the organization and the people in it? That's where you start to notice opportunities to get an interview story. You get miffed a little bit when paper gets wasted or we are giving the customer a less than stellar experience. You start to cringe when you see that that since "we have always done it that way" it has lead to no shortage of missed opportunities and  extra expenses.

Another place you can start is by volunteering for projects, more responsibility, additional workload, to work with other departments, channels, or vendors. We have one person on our team right now that was promoted into position a year ago. Since then he has taken on the most challenging projects that nobody else wanted. He has since been very successful with each project. Through these he has achieved some amazing exposure working closely with other teams and at the same time stretched himself outside his comfort zone. Because of this he now has other experiences working with some of our senior leaders and at the same time has given himself a competitive advantage compared to other people in similar level positions. He will likely be very successful when a position comes open for promotion or if he wanted to go someplace else could probably get numerous job offers.

Think about it this way: If you were your own marketing or sales department for the company of You Inc, wouldn't you want to sell products or services that have significant differentiation from your competitors? That is exactly what you are doing here. Creating competitive advantage in the labor marketplace through the accumulation of the best stories is the best way to ensure that you can have the career you want. 

So remember before you get anywhere close to the actual interview the best way to prep is to say yes to experience.

The rest is as simple as just telling stories!

Just say "Hi": Simple tips to catapult a career

I work with a guy who says "hi". He is the type of guy who you aren't sure how he gets anything done because when you see him he is in your office, or someone else's office  or talking to one of his team. He is the type of guy that is rarely found in his own office but instead out where the action happens chatting with people. He always looks too happy to be busy and he is always spends way too much time talking to people to get stuff done. Right?

Let's call this guy Charlie. Charlie is actually one of the most productive people I have ever worked with. Not only is he getting results faster than most other people I have interacted with but he also is looked at as the model of discipline in this organization. On top of that it is clear that he will have more opportunities in his career with this same organization. Why is this? How does this seemingly oxymoronic set of events work together? Is he just friendly with the right people?

Well… the short answer is yes. But in a different way than you might think.

Here is what is really happening:

Every day he is stopping by multiple times per day to say hi, at the same time he's talking about what is going on in the business, what is going on that's really good, giving you his fellow co-worker recognition for doing something right or getting that result, telling you how it impacted his team, how it will impact the business, checking in on something that he has going on that involves you, a project, a task, a deliverable. Or he is spending time with his team (where they work) developing them, coaching them, keeping tabs on how they are doing with encouragement and support.

He doesn't spend a lot of time in conventional water cooler type conversations talking about the latest TV shows and politics. He doesn’t spend much time focusing on things that aren't going to generate results. Despite this he still has built some of the best relationships I have seen and has a high degree of respect from the team that he works with. The most common things said about him "I really like that guy!" and "he sure gets things done".

Here is why this works for him. He gets collaboration and accountability from the people he works with because people like him (and he provides the same for them). People like him because he cares enough about them to go out of his way spending maybe 60 seconds a day talking to them about what is important in their world and what he has in common with them. Often this might only be things he needs from them or simply touching base with how something is going but this shows constant follow up and care to his coworkers.

 I will not be surprised if Charlie continues to get amazing productivity and results from all the teams and people he works with and I would also not be surprised if this leads to another promotion for him in the next calendar year.

So although everyone has different personalities and priorities I would challenge you to take a small lesson from real life and, like Charlie, get out of the comfort of your work-space every day to be someone who says "Hi"

63,000 Opportunities Waiting for You. Self Start Here...

Have you ever read a posting for a job that says "looking for a self starter" or talked to a sales manager about who was successful on his team and he says "well that guy is a real self starter" (then his next sentence is "wish the rest of them could be more like that"). Everyone wants this "self starter", why is that? You will hear them called go-getters, spark plugs, ambitious, workhorses and many other things, but I think the 63,000+ job postings on indeed.com that are looking for a self starter have it right! They are looking for someone with initiative and someone who starts things themselves and without waiting on others.

Everyone wants this from the people they hire, but after years and years of hiring people and working with managers who hire people, I bet that very few of these job posters will find their self starters. I also bet that those who are self starters will find that they really have their pick of companies, locations, professions, promotions or even the possibility to start their own company, grow it and post their own ad looking for self starters! This is because this trait, which requires the willingness to not wait on others for permission and the strong possibility of making mistakes, taking risks and experiencing failures, is somewhat rare in the marketplace.

Seth Godin devotes a whole book to this concept of initiative and the self starter (Poke the Box), Dave Ramsey references this type person suggesting traits of ownership and initiative in "Entreleadership". The reason this concept sells is because it is uncomfortable to take initiative, it can be embarrassing to fail, and it can feel scary to do something others aren't doing. In a country that creates societal incentives for mediocrity and avoiding taking the reigns to start things yourself, this is a hot commodity. Sadly everyone wants to know how to do this but more importantly, as Seth Godin points out, they have to be sold on the idea because it is against the societal norm.

When I consider this, it is both frustrating to me and exciting at the same time. Exciting because, as a serial self starter myself, I find that there is so little competition in the job market that is so desperately pining after self starters. Frustrating because I see countless societal incentives that cause good people to make limiting choices that do not lead them down the road of self starting.

The most recent example of this is at the organization where I work; we have a lot of people there that have potential. Potential but feel they are stuck in their situation. One woman in particular, we will call her Tiffany, was working in a job that earned around $16 per hour and performing well. Performing well but not performing great. Not performing great because she viewed herself as limited in what she could do.

Tiffany was limited because she had a special needs child and if she earned any more in income she would not receive the medical insurance from the state that she so desperately felt she must have. If she didn't have it she would be a bad mom. Tiffany had shown snippets of potential and snippets of self starting but this wasn't unleashed until a manager saw some of this and spent hours with her selling her on the idea of what she could accomplish. After two month of convincing she took a promotion and is now a stellar performer because she gets to start things herself everyday. She ended up getting a large raise to go along with it that paid for the insurance and all is well!

The reality is though that most of us will not experience Tiffany's situation. We will not have a manager there to sell us on the idea of what life could be like if we removed our objections to becoming a self starter. Most of us have to do this on our own. I would like to offer the reason that like Tiffany, it could change your life. So, practice, now! by starting something, regardless of the outcome, failure or success. You will learn along the way. It's the learning that causes you to grow. 

Please comment on any self starting you have done, big or small. How do you will yourself to take initiative?

4 and 1/2 Mistakes to Avoid for your 2013 goals

Over the last few years my wife, Alyssa, and I spent some time to write down year long goals for various different areas of our life. Some of you might do the same thing and you have no doubt experienced the power of focused intensity on one particular area of your life. It is amazing how just by taking the time to give thought enough to create a SMART goal that you are committed to, will make it much more likely that it will happen.

I wanted to share some things that we have made mistakes on involving our goals, that way it will hopefully save some of you from having to go through some of the same pain.

Mistake #1: The invisible goals!

I am ashamed to say that we have taken a bunch of time to establish goals, in detail, by writing them down ,  agreeing and committing to them, making sure each one is both challenging but not unreachable, and then putting them away never to be seen again. Unless of course you really just like not getting anywhere fast, you should instead both write them down and then display them someplace prominent like the refrigerator or kitchen where you will see them often.

Mistake #2: Well it sounded good…(Head nodding without commitment)

It is apparently very possible to spend a bunch of time creating a number of goals that one person in the relationship isn't very committed to. And guess what happens when you are not truly committed to a goal from the beginning? You guessed it! Success in this area does not last very long.

This means you will have to be committed enough to really talk through what both of you want as a couple. We also found that some goals, like health for instance, should really be set on an individual basis. My goal for this year is to get to 12% body fat and there is no way my wife can be the one to come up with that goal and have it be effective. It is important she be there when it is established so that she can commit to supporting me.

The only exception to this might be something like "Work out together as a couple 3 times each week" or "Run the Portland Marathon together in September" In the case of the latter you may or may not even train together.   This will likely be the case for Career and potentially Social as well. I would suggest making sure that goals in the areas of Financial, Spiritual, (need I say) Relationship and Family all are collaborative and not individual goals but more importantly make sure you are not head nodding to anything you are not truly committed to. Take the time to talk it out and respect each other enough to come to something you are both dedicated to. Otherwise it can take the great activity of setting goals and turn it around to become something that you resent later on during the year when it is clear that there is no real commitment.

 Don't mess this one up!

Mistake #3:  I can't see that we are winning

This sounds silly as I am writing this but somehow in the past we have been able to simultaneously have goals (during the same year) that we achieve because we see that we are having success with them and have others that are not working because we did not take the time to realize the importance of this. For example; one year we had focused on removing all forms of debt as a financial goal and took the time to chart it out over the course of the year and review our progress every single week while updating our accounts and budgets. At the same time we completely abandoned our relationship goals part way through the year because we had not done some of the up front or maintenance work that caused success with the other area.

What caused the difference in our behaviors and over the long run was very simply breaking the large goal down into smaller pieces and at the same time making sure it is measurable in a way that is prominent and visible to us. The financial goals we saw how much debt we were paying off and later our savings and investments growing while our relationship goals we made no attempt to break down into smaller chunks. This is not only particularly effective by making a large goal more realistic, but it gives you small wins that help you push through to the end. The way I am writing this blog right now is just by writing 2 paragraphs each day. This little at a time approach helps you build momentum toward accomplishment with each small win.

Mistake #4: What was that goal again?

Virtually nobody writes down their goals. Statistically most of the people reading this haven't written down their goals. Not you? Of course not! Me either (wink, wink).  Ok you got me, I have made the mistake of not writing them down and guess what usually they didn't happen. This is applicable anywhere! I used to set weekly goals for myself when I was in sales, my boss would always try to get me to commit to something higher and then I would record it and turn it in for the week. Guess what! I would generally hit whatever I wrote down (or in this case put in excel) As long as I was committed to it, when I put it in that self prophesizing spreadsheet, all of a sudden it was more likely to be achieved. The act of writing your goals down makes it real and causes you to commit to them on a different level, I know logically this should not work but humans are often not logical creatures (we only think that we are.) 

Mistake #4.5: Wait a minute, I have to start?

Start right now! Today, if you have not already taken this step, it is not too late. Make sure you are focusing on goals, not resolutions, that are specific and measurable while getting you where you want to go long term. You are not a static being. You are always growing in the right way or the wrong way. For example in your relationship with your spouse you will actively grow together or unintentionally grow apart. Remember avoid our mistakes so you don't have to learn the hard way. 

Go Happen to You!