Learn how to apply for jobs by creating a Marketing Plan, Identify Potential Industries, By-Pass Gate Keepers & Get your Resume in the Hands of Hiring Manager!

1. THE JOB SEARCH
Intelligent
COPYRIGHT C 2009 THE BRADFORD GROUP
INTRODUCTION
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THE JOB SEARCH
Intelligent
OBJECTIVES:
At the completion of this course participants will be able to:
• Understand the difference between a ‘Proactive’ and ‘Reactive’ Job Search
• List the 5 Step Process for creating an effective Jobsearch marketing plan
• Rewrite cover letter & resumes to get response
• Effectively use internet Jobsearch and database technology to uncover target
markets = career opportunities
• Develop an effective 2-minute elevator speech
• Describe the most effective method(s) to contact potential employers
• Explain the most common followup techniques
• Demonstrate the ‘Key’s’ to an effective interview
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Icebreaker
We are in this together & will help each other to achieve
success!
Email Networking Exercise - 5 minutes
• Circulate throughout the room and collect as many
email addresses as you can.
• Introduce yourself and share one little known fact with 5
different individuals
• Everyone to meet at front of room for group picture
THE JOB SEARCH
Intelligent
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Newspapers & Internet
Recruiters & Staffing Agencies
10%
5%
80%
20%
Proactive Marketing
Jobsearch
5%Networking
THE JOB SEARCH
Intelligent
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Are you Proactive or Reactive?
• The reality is that only 3-5% obtain their next job
through Networking.
• Outplacement firms don’t take Ownership of your
jobsearch, that’s why they tell you to network.
• Remember, networking contacts are only as good
as the level of hiring authority they have. If your
networking contact cannot make the hiring
decision, your resume goes into the black hole
commonly referred to as HR!
• Networking is only effective if you have an
extensive network to draw upon.
THE JOB SEARCH
Intelligent
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6. When a Company wants to sell you
something, they market you. They
don’t wait for you to come to them!
COPYRIGHT C 2009 THE BRADFORD GROUP
THE JOB SEARCH
Intelligent
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How a job posting is created....
100% of all job
creation takes place
in the mind of a person
Someone is promoted
Someone is fired
Some is laid-off
Someone Quits
Do I know someone
internally that can fill this
position?
Is there anyone within
my organization that I
can network with that
can recommend
someone for this
position?
Yes No
Yes
No
Go to HR Department
and have them
perform external job
search
HR must comply with
all EEOC Laws, create
job description, follow
company policy
Post ad internally for 2
weeks
Advertise with
recruiters, staffing
agencies, and
newspaper/ internet
By directly
marketing
yourself
to employers,
we are
abel to nip
this ugly
process
in the bud!
THE JOB SEARCH
Intelligent
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Any idea what the number of resumes are generated
per newspaper ad?
per internet ad?
200
1,000
Did you know that certain Companies will stop
receiving resumes at the 1,000 mark. Any resumes
received after that number will be placed in the
recycle bin (metal or electronic).
THE JOB SEARCH
Intelligent
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A multifaceted job search includes all of the following job
search methods:
• Newspaper
• Internet
• Recruiter
• Networking
• Marketing to specific Companies
Benefits:
• You can uncover what is in your marketplace at one time
• Compare several positions against one another
• Several offer’s give you negotiating power! It’s always
better to have options when negotiating. Options give
you leverage.
THE JOB SEARCH
Intelligent
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Should I be looking outside of my current career field?
As you move further and
further outside of your
ring of influence, it
becomes a harder
sell.
Although this is still
a possible avenue to explore
you may be required to obtain
additional schooling, training and/or certification
to meet established requirements within this industry.
Current Job
School / Degree
Certification
Technical Skills
On-The-Job-Training
THE JOB SEARCH
Intelligent
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Stanford University Study Reveals
If you are a qualified candidate, 41% of all
open positions go to someone that sometimes
’fit’s the job requirements or they rewrite
the job to ‘fit’ the person they’ve selected.
THE JOB SEARCH
Intelligent
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12. * Remember,
you are marketing to an employee
not just a company
THE JOB SEARCH
Intelligent
What is the most effective method to contact potential Employer’s?
Direct Mail #1 You control 100% of the Message
Fax #2 O.K. for individuals, illegal for businesses
Email #3 Good method for followup
Telephone #4 This is the least effective way of contact
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Creating a Marketing Plan
STEP 1 Brainstorming Personal Inventory
STEP 2
STEP 3
STEP 4 Followup & Sell Interview = Success!
a) Where are you now? Inventory key strengths.
b) What do you really want to do?
c) What Industries?
a) Resume & Interviewing Techniques
b) Be very, very targeted with your companies (Target A, Target B, etc.)
a) Identify organizations that fit ‘Your’ target markets
b) Identify Decision Makers within your chosen target markets.
c) Learn Internet research techniques
THE JOB SEARCH
Intelligent
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Develop Selling Tools
Market / Industry Research

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Intelligent
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COPYRIGHT C 2009 THE BRADFORD GROUP
PERSONAL
INVENTORY

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THE JOB SEARCH
Personal Inventory
• What is it that you want to do when you grow up?
- Ask yourself what you enjoy doing?
- Would you be willing to do this for free?
- Is your only focus money, or do you value
other things such as worklife balance,
vacation, flextime, work from home, etc.
• What Industries, markets and organizations
interest you?
Intelligent
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Step 1 - Personal Inventory
OBJECTIVE:
Identify positions of interest to you
INDUSTRY:
What industries do you want to work in?
LOCATION:
Define location - where do you want to work?
SIZE:
Small, medium or large company?
THE JOB SEARCH
Intelligent
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Brainstorm Session
Using the Personal Inventory Brainstorming form on the next
page, complete all areas and share with one person at your
table
Be sure to peel the onion back numerous times
If there is something that is of interest to you - write it down
Once everyone at your table has had the opportunity to share
with someone, pick one person to present their brainstorm
with the large group
THE JOB SEARCH
Intelligent
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Personal Inventory Brainstorm Form
OBJECTIVE
INDUSTRY
LOCATION
SIZE
THE JOB SEARCH
Intelligent
OBJECTIVE
INDUSTRY
LOCATION
SIZE
OBJECTIVE
INDUSTRY
LOCATION
SIZE
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THE JOB SEARCH
Intelligent
MARKET RESEARCH
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COPYRIGHT C 2009 THE BRADFORD GROUP
Step 2 - Market Research
THE JOB SEARCH
Intelligent
Library Research
- Dunn & Bradstreet
- Standard & Poors
- Polk (Banking)
- Harris (Manufacturing)
Position
Industry
Location
Size
Target Market
+
+
+
=
Internet Research
- Hoover’s
- Manta
- Pipl.com
- RefUSA
Our focus today will be on using Ref USA

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THE JOB SEARCH
Intelligent
By using intelligent database technology you are able to:
• Search and identify targeted industries / companies that
you are interested in
• Obtain specific names of manager’s, directors and decision
makers allowing you to by-pass the human resources
department
• Collect information including addresses, phone #’s and email
accounts
• Focus your job search approach by being ahead of the
crowd, ultimately giving you a competitive advantage
Market Research
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Once you have identified 250 - 500 Companies
as your Target Market, you will create a marketing campaign
to contact all of them within one week.
Why one week?
• It is better to ‘Hit’ all 500 companies in one week, instead
of 100 this week, 75 next week and 125 the following week
because....
• By doing all of them at once you are able to uncover
‘EVERYTHING’ that is currently available at one time!
THE JOB SEARCH
Intelligent

23. COPYRIGHT C 2009 THE BRADFORD GROUP
THE JOB SEARCH
If you don’t already have a Library Card - get one today
Apply for NC Live Access - Obtain Form - Submit to Library (In Person or Online)
NC Live User Name & Password will then be emailed to you
Once you log into NC Live - Look for Business or USA Reference Databases
• Go to Ref USA
• Select Business Databases
• Custom Search
- Type of Business
- Location
- Size (Sales volume or # of employees)
- Executive Title
Create Search
- SIC Codes
- State
- City
Intelligent
Your goal is to identify 250 - 500 Target Companies
Research USA Reference Database
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Intelligent
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Intelligent
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Select your library from
the drop down menu

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Intelligent
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Click on Business & Investing

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Intelligent
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Click on Reference USA

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Intelligent
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Select Custom Search

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Intelligent
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Perform a Custom search by
selecting any of the categories on the
left-hand side of the database screen

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Intelligent
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COPYRIGHT C 2009 THE BRADFORD GROUP
Clicking on any category
will produce detailed
search criteria

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Intelligent
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COPYRIGHT C 2009 THE BRADFORD GROUP
Utilize the *SIC Codes or
Area Codes to identify
and target the companies
you would like to work for
*(Standardized Industry Codes - SIC)

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Intelligent
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COPYRIGHT C 2009 THE BRADFORD GROUP
Check the desired companies and click
the download button.
You then have several options as to
how you receive the downloaded data

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Intelligent
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COPYRIGHT C 2009 THE BRADFORD GROUP
Using the Excel feature and
then selecting the Summary
feature allows you to save
your data to your pc or mac

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Intelligent
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COPYRIGHT C 2009 THE BRADFORD GROUP
Raw Data Download

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Intelligent
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COPYRIGHT C 2009 THE BRADFORD GROUP
Raw Data Download imported into Spreadsheet document
can now be exported into an Access database or Word
Document and used as a Mail Merge file to generate cover
letters

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Intelligent
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COPYRIGHT C 2009 THE BRADFORD GROUP
Selling Tools
•Resumes
•Cover Letters
•2-Minute Elevator Pitch
•Interviewing Techniques

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Why do we use Resumes & Cover Letters?
• There are only 4 techniques used to get a job:
1) Advertisements; newspaper, internet (Employer)
2) Employment agencies (Employer)
3) Networking
4) Marketing yourself (Direct Marketing)
• With the exception of Networking all other techniques
introduce you to the employer
THE JOB SEARCH
Intelligent
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Did You Know...
• Employer’s (i.e. HR Dept & Recruiters) use your resume &
cover letter as a screening tool & are trying to get your
resume off their desk.
• Most HR/Recruiters use a 2-step process when evaluating
resumes. (Resumes are not used as an inclusion tool)
• Cover letter is not read immediately. Resume is visually
scanned for 20 seconds. If it does not match requirements
it is tossed. If there are matching qualities the resume will
be read in completion
THE JOB SEARCH
Intelligent
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What Makes an Effective Resume?
• 1st Rule - There are no Rules!
• Most resumes read like an obituary!
• Remember, SELL don’t tell your background
• Think of your resume as a marketing document
• A 1-page resume is more powerful when compared with 2 or more pages
• Your resume(s) need to emphasize your skills that would be important to your
target market
• Do not have too much detail on your resume, your goal is to Sell yourself and get
your resume noticed
THE JOB SEARCH
Intelligent
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40. To construct your resume always begin with a plan, then take a
personal inventory:
- Professional experience
- Education
- Functional skills
Choose desire resume format:
- Chronological (good for someone who has stay with one company and continues to promote from within)
- Functional (use only when moving from one industry to another)
- Combination (Brings both resume formats together, best one to use if it fits your situation)
Remember, your Marketing Plan is your primary goal. Your
resume is just one tool within your marketing plan.
What Makes an Effective Resume?THE JOB SEARCH
Intelligent
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COPYRIGHT C 2009 THE BRADFORD GROUP

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What Makes an Effective Resume?
• Always write in 1st person
• Your resume & cover letter become Marketing documents
• Focus & highlight your accomplishments
• Use ACTION words:
- Developed, Supervised, Directed
- Produced, Organized
At the end of every line on your resume ask yourself what
were the Results of what you just wrote?
How are you moving
the eye of the reader
through your resume?
THE JOB SEARCH
Intelligent

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What makes an effective Cover Letter?
• Never put a Date on a cover letter (Why?)
• 3 Components
• - Introduction
• - How you can benefit the potential employer
• - Call to Action
• SELL don’t tell
• You must always think of your cover letter and resume as a
marketing tool
THE JOB SEARCH
Intelligent
COPYRIGHT C 2009 THE BRADFORD GROUP

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THE JOB SEARCH
Intelligent
COPYRIGHT C 2009 THE BRADFORD GROUP
Direct Mail Campaign

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THE JOB SEARCH
Intelligent
COPYRIGHT C 2009 THE BRADFORD GROUP
The Mailing Checklist
Use #10 Envelope only
(Post Office systems are all setup on #10 envelopes)
Contact all employers at one time
Sign your name in blue ink only
Staple cover letter to resume
Never use a return address
Commemorative postage only (do not use puppy dog I love you)
Mail on Monday only - should be received Tuesday through Thursday

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Getting Your Cover Letter & Resume Past the Gate Keepers
No Return Address
#10 Envelope Only Mr. Matthew Smith
ABC Corporation
123 Puppydog Lane
Charlotte, NC 28211
Always put name of Decision Maker first
Do Not write their title to envelope address
Commemorative Postage only
THE JOB SEARCH
Intelligent
COPYRIGHT C 2009 THE BRADFORD GROUP

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THE JOB SEARCH
Followup
After sending out direct mail pieces you
should start to see some response in 3 - 4 weeks
Your 1st mailing may not get noticed, review your
timeline for sending out cover letters & resumes
Make phone call, did you receive my information
o.k.?
If employer states they are not hiring you can
always ask if it would be o.k. to stop by and place a
name with the resume?
Intelligent
COPYRIGHT C 2009 THE BRADFORD GROUP

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THE JOB SEARCH
Points to Remember
When making direct phone calls to the employer,
always call 5 - 10 minutes before the hour (9:50 a.m.)
or 5 minutes past the half hour (2:35 p.m.)
The best days to followup with a phone call campaign
are Tuesday, Wednesday & Thursday
Be sure to keep notes detailing the date and time you
called as well as any notes from conversations that
took place.
This information can be invaluable if you ever
receive a call after hours or on the weekend when you
are not expecting it
Intelligent
COPYRIGHT C 2009 THE BRADFORD GROUP

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THE JOB SEARCH
Intelligent
Interview & Negotiation
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THE JOB SEARCH
Intelligent
COPYRIGHT C 2009 THE BRADFORD GROUP
What is the key to a successful Interview?
PREPARATION!
Before the Interview
- Be Positive (remember they called you)
- Research
* Company
* Position / Salary (www.wsj.careers.com has a
great salary calculator)
- Create Interview Portfolio (awards, letters of
recognition, past projects)

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THE JOB SEARCH
Intelligent
COPYRIGHT C 2009 THE BRADFORD GROUP
When Should I give References?
Never advertise ‘References Available Upon Request’ on
your resume
Never give out references before an offer is made
Employers usually asked for 3 - 5 references so you
should have....5
The best references are the people you’ve worked directly
for.
Reference Info: Name, Phone # & Address *(Provided in confidence)

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THE JOB SEARCH
Intelligent
COPYRIGHT C 2009 THE BRADFORD GROUP
Dress For Success
When the potential employer states that they are ‘Business
Casual’ you need to be one notch above what ever the
company culture is
Remember - Organizations are looking for fit. Don’t wear a
suit and tie if it isn’t appropriate
Travel Time
Be sure you know were you are going (mapquest & pre-drive)
Always be 15 minutes early

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THE JOB SEARCH
Intelligent
COPYRIGHT C 2009 THE BRADFORD GROUP
During the Interview
Always have several copies of your resume available
You’ll want to hand these out like chick-let’s
Ask for a business card of everyone you meet
- Business cards usually have direct line phone numbers
- Thank you notes will be easier with correct mailing address
The Golden Rule for Interviews - Less Said is Best Said
Employer’s screen for Function first then Fit
- Function: Can you do the job?
- Fit: Once they whittle down the list they screen on whether you fit the
organization

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THE JOB SEARCH
Intelligent
COPYRIGHT C 2009 THE BRADFORD GROUP
Telephone Interviews
Have a quiet place you can go to
If the call comes in after hours, say: ‘I’m currently in my
kitchen right now, do you mind if move to the study?’
By asking this, it will allow you to get a glass of water &
review any notes you’ve made on this employer
When they ask you to tell them about yourself, this is
when you hit them with your 2-minute elevator speech

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THE JOB SEARCH
Intelligent
COPYRIGHT C 2009 THE BRADFORD GROUP
Questions That You Must Ask The Employer...
Please describe the ideal candidate for this position
Why are you currently hiring for this position?
- Was someone promoted
- Left the Company
- Terminated
At the end of the interview ask...
- What is the next step?
- This gives you a timeline as to when you should followup
(It also helps with thank you notes, if the timeline is 2 weeks - mail a card, if 2 days - send an email)
*(Call your references and tell them to expect a call)

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THE JOB SEARCH
Intelligent
COPYRIGHT C 2009 THE BRADFORD GROUP
Interview Followup
Always followup (mail, email or phone)
Send a Thank you note to everyone you spoke to,
including the administrative assistant
If you know the day the decision will be made, call and
let the hiring manager know that you are really
interested in this position. (Most other candidates will
not do this)
If you get a letter or email that you did not get the
position, be sure to followup with that person and thank
them for letting you know. *(Send a quick email and ask that they forward to anyone they
know may be interested in your background / experience)

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THE JOB SEARCH
Intelligent
COPYRIGHT C 2009 THE BRADFORD GROUP
Followup (continued)
Do not mail out to the same companies more than once
per quarter
Prioritize what companies are Most important to you
Put all your energy where the offers are

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THE JOB SEARCH
Intelligent
COPYRIGHT C 2009 THE BRADFORD GROUP
Negotiations
The #1 Rule in Negotiating: When someone asks you for a
concession, ask for a concession in return
The #2 Rule in Negotiating: Options create power. By
having multiple offers on the table you have power to
negotiate a better offer
If one employer pays more but another employer has a
better time-off policy, go with what fits your needs

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THE JOB SEARCH
Intelligent
COPYRIGHT C 2009 THE BRADFORD GROUP
The very best time to find a job
is during the months of January,
February and March
In these economic times you have 30
days to get something going - Be very,
very aggressive in your job search!

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THE JOB SEARCH
Intelligent
COPYRIGHT C 2009 THE BRADFORD GROUP
Workshops / Breakout Sessions
Room 1: Researching Employers using the SIC codes
Room 2: Cover Letter & Resume Writing
Room 3: 2-Minute Elevator Speech and Interviewing
Questions
All breakout sessions run 30 minutes, participants
need to cycle through all three workshops and report
back to the big room at 3:00 p.m.

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THE JOB SEARCH
Intelligent
COPYRIGHT C 2009 THE BRADFORD GROUP
Random Thoughts
• Everyone needs to go to the Library and review the book
The Kennedy Directory of Executive Recruiters (Reference)
• How do I present 2 different careers?
- Two different resumes
- During your interview
• The #1 Question that most people fail at an Interview is?
- Tell me about yourself (2 minute elevator pitch)
• Remember - You’re not going after a position, you are going
after a Market.