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!

The Happiness Avoidance Problem

We all want happiness, right? So why is it that so many people are unable to get it?

It is remarkably sad that so many people end up devoting their life to things that don't make them happy. They don't intend to of course. It just ends up happening that way through decision after small decision.   I have worked with hundreds of people who have changed jobs because they felt like they weren't happy there. They have even gone so far as to identify what made them unhappy (the hours, the flexibility, the boss, the strange policy about beards and shaving). They then having felt good about saying "yes these things are what I don't want" make a jump to a new job and over the next 6 to 18 months, slowly feel the same way again. Only this time it might be new things, maybe this time you didn't anticipate there would be annoying coworkers or you got the inner cubicle where you had a sweet office all to yourself at your previous job. You think to yourself "unghh! If this  job just didn't have ____________________"

Many years later people have woken up and at that point devoted a lifetime to running away from something instead of defining what they want and going after it.

To understand how and why this happens, think about it this way. Each choice you make regarding your career can be for one of two purposes, It can be made with the intention of trying to do something that will remove something making you unhappy (like all of the reasons someone might leave a job after identifying what has made them unsatisfied). The other purpose for the choice can be to make a move to the things you have identified that will make you happy (this might be by clearly understanding what does make you happy and cause you joy)

When you read those last you sentences you might at first think "isn't that the same thing?" I thought this too for years. Here is why they are different:

• There are infinite possibilities to do things that avoid making you unhappy. If you successfully avoid a few of these that you have identified it does not necessarily mean you will be working in a role, company, environment, or situation that will make you happy.
• In contrast, there are a smaller and finite number of conditions that will make you really happy. Once you have Identified these the rest becomes less important.

I discovered this when my wife, Alyssa, and I had been having little catfights over the course of a few weeks. This was odd for us and I kept thinking "why is she doing this" it seems like I am doing everything possible to avoid her getting mad at me. I have done the dishes, I have vacuumed the house so she didn't have to, I got home early… And the list went on of things that potentially could make her unhappy.

After several very loud and somewhat less than polite discussions, we finally came to what she really wanted: conversation after spending all day with little kids at home. Adult conversation and feeling a connection with her husband was what really made her happy day after day. Both she and I hadn't realized this at the time and I obviously had been focused on eliminating the things that she didn't want.

After we discovered this, I began calling her and having conversations with her on the way home from work, then getting home and taking over dinner and attempting to continue the conversation with the kids hanging around my legs. All of a sudden, even though the dishes and all of those other things were still getting done, they just didn’t matter as much. She was getting what made her happy after having identified it.

Don't get caught up in this trap in your career. Focus in on the things that truly make you happy and NOT on avoiding the things that make you unhappy. You can do this by determining the things in the past that you have enjoyed at work or at home and not on the things you haven't. Make a list keep it and continue to add to it as you discover more about yourself. In short order you will have a better perspective on what really makes you happy. Which is all we really want anyways, right?

Prepping for a job interview...I have to do WHAT?

Prepping for a job interview is a little like losing weight: most everybody knows that you should do it and most people choose not to. At least not in a way that will prepare you for just about anything you could encounter in an interview. Here are a few steps that anyone can do to prep for job interviews. 

If you do these things (all the way, not half way) AND you have the ability to build relationships you will easily be in the top 10% of interviewees out there. This of course is also assuming you are qualified for the position.

1. Write down the 15-20 most challenging experiences you have worked through or overcome in your life. These should be mostly professional with a few personal sprinkled in if you like. After about 7 or 8 for most people this will start to be difficult, but push through to at least 15. Make sure you have a mix of people focused examples (communication, conflict resolution, leadership, etc.) and process or non people focused (improvements in process or procedure, challenges overcome in a system, etc)
2. Write down the Situation, Behavior and Outcome of each situation to form the story that will make sense to the interviewer. This means: describe what the past situation was, share what you did or how you handled it, and what was the result of that situation.
3. Practice describing each mini story in 3-5 minutes (max) at first with yourself and then later with someone  else.

4. Get feedback from someone else about how concise your stories are, are they understandable, do they make the point, is the situation, behavior or outcome easily distinguishable? How could it be improved?

If you do all of this, you will be well prepared for a behavioral based interview (tell me about a time when…) and if you are in an interview with general questions (what do you do when… or how do you handle….) you will be in a great position to make a fantastic impression on the interviewer. Simply say "do you mind if I share a specific situation where I was able to do that?" and then tell your story that matches that question.

If you have written and practiced 15 to 20 situations you will easily be able to recall one that matches up to the question. Even if you don't have one that matches up perfectly, going through the exercises above will prepare you to think in a manner that comes across well in an interview.

More importantly than any of the advice listed above, preparing in this manner will allow you to feel more comfortable during an interview, which allows you to be more likely to be yourself. This is always the best way to go!

For more information about how to get the interview in the first place see The Greatest Resume Ever...and Why NOT to Write it!

Feel free to comment on what has helped you prep for interviews!

When Job Searching, Persistence beats out anything else, Except humility.

Over the last few months I have been involved in the hiring for quite a few positions and it got me thinking; What are the most valued qualities that will get you hired or cause you to progress in your career? I realized that persistence is one of those that has come up again and again over the last 10 years of being involved in job openings from all angles.  I am not saying this is right or wrong, this is only  my observation over the years working with many different hiring managers, HR professionals, candidates, and my own job searches.

Persistence can be displayed in your behaviors with past jobs, projects and personal endeavors. It can also be found when trying to schedule an in person meeting, continuing to call back to find out an answer after the interview, continuing to maintain contact even when there is not a job opening at the company you want to work for. These same things also indicate a healthy level of want for both the job and the organization. If a hiring manager isn't convinced you truly want the job, you will not be receiving an offer. Showing persistence is a great way to accomplish this.

When it comes to interviewing to uncover past behavioral patterns, tenacity can even be viewed as form of persistence. If a candidate has a track record of overcoming challenging situations where others might choose not to, this is an indicator they will likely behave the same way in the future.

All of this is for naught though if a candidate does not have humility. For example, I had a position come down to candidates last week and one had a track record of persistence and slightly more "conventional experience than the other. The second candidate had an equal amount of persistence but had a lifetime of humility built into his experiences.

We hired the second candidate quickly after completing the full interview process. This is a personal example but I have seen it time and again over the last 10 years. Most hiring managers don't spend a lot of time interviewing, they spend time leading people in their respective industries. This means that they will often hire people that they subjectively feel comfortable with. Persistence without humility is a little like a nice car sitting on the side of the road after running out of gas; it might look good but eventually people realize it is not going anywhere. Persistence will come off as arrogance, annoying or even worse without humility.

These are a few (not all) of the qualities that give others a positive impression of job candidates.  I would encourage you to evaluate yourself in these two categories (persistence and tenacity.)

What other subjective qualities do you think make or break hiring decisions? (Good or Bad)