Job Search Marketing: New Strategies

Job Search Marketing
✤ Essential Tactics for a Successful
Job Search Campaign
1
Copyright 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.
2

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
3

Employment History
4

Unemployment Rate - Historical
5

The 3 Faces of Employment
✤ Good Economy - Job Growth!
✤ Bad Economy - Job Losses!
✤ So what is the real deal?
6

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
7

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.
8

...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?
9

Job Boards in Crisis
10

Monster 2.0?
June 25, 2009
11

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:
12

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
13

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?
14

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.
15

Resume blasting is dead.
Resume Blasting... Can lead to this...
16Copyright David E. Dirks, 2009. All Rights Reserved.

What’s the most important asset
in the job search arsenal?
✤A Strong Personal Brand.
17

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.
18

What is a ‘personal brand’?
✤ The art of managing the professional
& personal perceptions that people
have about you.
Perception is reality. Reality is perception.
19

When should you start building
your personal brand?
College
20

What’s the first thing you need to
do in a job search campaign?
A. Your resume
B. Your LinkedIn proﬁle
C. Update your email list
D. Call your references
E. None of the above
Answer: 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.
21

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
22

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.
23

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...
24

Essential Job SearchTactics
25

Personal Brand:
Strategy.Tactics. Execution.
26

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
27

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
29

30

ShareYour 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.
31

CreateYour Own Radio Show.
✤ Create multiple ways
to communicate your
your personal brand.
32

BroadcastYourself.
33

StartYour Own Social Network.
34

Find Local, Regional & National
NetworkingVenues
✤ 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.
35

Using retro-technology is a
competitive advantage.
36

I really like the power of LinkedIn
Jobvite.com Survey 2009
37

A complete
proﬁle is
critical for
any online
network
38

Summarize your
experience
Promote your blog
39

What you’re doing
now
Tell them what
you did
40

Get
recommended!!
41

Find & join other
groups for networking!
42

Get a free Google Profile
43

Use Google Alerts for your job
research.
✤ Let the web ﬁnd
information you can use
24/7
44

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.
45

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!
46

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 2009
All Rights Reserved
JSM QUARTERLY
3rdQuarter-2009
47

www.blogtalkradio.com/jobsearchmarketing
✤ Weekly, web-based radio show
dedicated to helping you ﬁnd
job opportunities in the shortest
amount of time possible.
48

Job Search Marketing
49

Questions?
Fire away.
50

Job Search Marketing: New Strategies

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