Campaign Based Employment Search by Greg David of Laka and Company


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The most powerful job search activity you can perform is doing a campaign based job search. More people land through this type of process but most never use this methodology. Use it and see different results today! By Greg David of Laka and Company.

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Campaign Based Employment Search by Greg David of Laka and Company

  1. 1. PERFORMING A ‘CAMPAIGN BASED’ EMPLOYMENT SEARCH GREG DAVID, PRESIDENT LAKA & COMPANY 312-528-9107/708-620-8277 How to get results instead of relying on the job boards, recruitment firms, and employment agencies.
  2. 2. “Campaign based” or traditional search?  Little response to applying on line.  Little activity from working with search firms.  Long periods of time with little meaningful progress.  Little control over results.  Highly competitive.  Feeling of helplessness and frustration.  Not able to apply metrics to results, and improve.  Strategic and surgical.  Less competitive.  More control over results.  Sense of accomplishment.  Progress each day.  Structured, manageable process.  Measurable process and progress; easy to improve results over time.  Can be satisfying and fun. Traditional Search Campaign Based Search
  3. 3. ALERT: 3 Types of Job Searches.
  4. 4. Has about the same effect as hitting yourself in the head with a hammer. Try it if you do not believe me. You have been warned. 1) APPLYING TO JOB POSTINGS
  6. 6. This is the BEST section of the job market to have activity in, the LEAST competitive, with the fastest timeline once it begins. It also has the best 3) This is the market BEFORE the market. The BEST!
  7. 7. What is a “campaign” based search? Most people prefer the “pain” of unemployment to the pain of doing a campaign based search. It is hard because it requires daily discipline, consistency, follow through, and getting out of your comfort zone. GET OVER IT!  You are doing a ‘targeted’ structured search with a specific campaign that YOU design, YOU structure, YOU perform, YOU measure, YOU oversee, and YOU control.  This is a multi-step process that will require much structure, and diligent “positive” persistence.
  8. 8. “It is not what you know but who you know.” Most of us have heard this statement and most people believe it to be true. Sad thing is they are dead wrong.  What you know and your value to a firm is irrelevant. Yes, you read that right.  Who you know is also irrelevant. People who know you generally will not help you. They are too busy with their own lives.  Remember----what you know and who you know is worthless in a job search.
  9. 9. It is all about who knows YOU! It is not about who is in your physical, electronic, or cellular address book. What matters is who has you in their address book. It is about who thinks of YOU when there is a need.  The key is to penetrate all the proprietary databases and “address books” so that people think of you when they have a need.  Most of the time, if you have to tell them who you are, you have already lost.  You have a MUCH stronger chance of getting hired if they know you AND contact you before there is the need.
  10. 10. Your knowledge and accomplishment is irrelevant! The single largest challenge in getting an offer is the initial phase of getting noticed, getting attention, and quickly getting an initial interview.  The best person in the world at a skill and the worst person in the world at the same skill are equal in a job search.  BOTTOM LINE: It is all about getting attention, getting noticed, and getting interviews. Up until that point, your knowledge, experience, value does not matter.
  11. 11. Campaign based searches are only PART of a full job search. Most people do random work daily when in search mode. Random work is applying online, randomly calling recruiters, etc.  The fact is, most people have no idea where their next job will come from.  They stop doing things that seem not to work (bad idea).  They usually do the easy to do things (call or email recruiters and apply online).  All parts of a job search should be done consistently, regularly, and it should be planned and part of a structured strategy.
  12. 12. Examples of “campaign” based searches: According to Wikipedia, the Standard Industrial Classificatio n (abbreviated SIC) is a United States government system for classifying industries by a four-digit code.  Vertical markets using SIC/NAICS codes.  Portable skills search (i.e. compliance skills in certain industries are portable to others).  Process skills search (i.e. these are also portable to other industries).  Certain industries like to hire and target people from other specific industries.  Certain certifications or subject matter expertise is in demand in specific industries.
  13. 13. You are looking for 3 types of events: If a firm has filled a role in the last year, there is a high percentage chance that they are not as happy with the person as they were originally. Or the person hired may not be as happy. Or both!  1) Firms that are actively interviewing now.  2) Firms that have filled a role in the last 1-18 months.  3) Firms that are about to begin looking for your skill in the next 90- 180 days.
  14. 14. Step one: Research Get to the library and make research of all kinds part of your daily and weekly diet. It is YOUR job to know what the experts in job search know. If you do not know it, it is your fault. Take responsibility.  What is a quick way to get oars in the water? How can you jump right in, instead of easing into a search?  Avoid easing into anything---if you do, you’ll add months and months to the length of your search.
  15. 15. Step one: Research a vertical market campaign. Most firms have a primary and a secondary SIC code. Make sure you target both. Some large firms have multiple primary and secondary SIC codes.  Take your resume to the library, and ask the librarian for a reference book that shows SIC codes for all industries.  Write down all the primary and secondary SIC codes on your resume next to each company you have ever done work for as an employee, consultant, or in a partnership.
  16. 16. Make them feel you are like them! If you find yourself interviewing with a firm, and you have industry experience and other candidates do not, you will have an “edge” in the selection process.  In doing a vertical market search using SIC codes targeting industries you have done work in, you are playing to a strength.  Companies and hiring managers like people with industry experience. If this is played up, you are more likely to get your “touch” to them, returned.
  17. 17. Next: Find the computer lab in the library. Make the librarian your new best friend and treat them like gold. Do it right, be there often, and they will prove to be an immense help and resource. Don’t take up too much of their time.  Use the “Hoovers” (or similar) software that is available to search on firms that exist in the SIC codes that you have identified.  The software will return the organizations that fall into that SIC code often with the address, website, and the names of the principle executives within the firm. Some software services also provide additional contact information.
  18. 18. Parameters: To place or not place? Only place parameters on a search to make it bite sized. Don’t say ‘no’ to anything until an offer is on the table. Work 110% at all activities until an offer is in writing, accepted, and you start working.  I recommend against placing parameters on a search.  It lengthens the time people are out of work.  It will cause search firms to not view you as an “A” candidate, and it will cause corporations and organizations you may work for, to not trust you, and SMART people will see you as a risk.
  19. 19. Most people do it wrong. Do you? Accepting RFP’s is an example of a normal part of the evaluation cycle most successful people would perform. They don’t form opinions until they really have all the facts.  If working on a new important project at work, most people begin with a wide “funnel” of information, apply criteria as the evaluation process continues, compare benchmarks and strengths and shortcomings, and develop a shortlist of several options.  They begin with a wide funnel and then reduce it to a few well researched choices.
  20. 20. Boy do they do it wrong! People who do this miss on incredible opportunities. They miss on making connections that lead elsewhere. They in effect prove to others that they are poor decision makers which influences whether they come to mind of others.  These same successful and intelligent people then wind up in a job search, and they do it backwards. Ouch!  They wind up putting limitations and parameters on their search. Money. Location. Title. Scope. Perks. Etc.  Then as they become more desperate, they become more flexible.
  21. 21. Place parameters to make your work bite sized. If you do put a parameter on the search, DO NOT wait until you complete that campaign before you begin the next. They MUST be staggered (i.e. begin the next wider campaign as soon as you are about to begin the 2nd touch of the first campaign).  Perhaps you use distance from your home (zip code) in conjunction with the SIC code using the research software at the library, to develop a short list of firms to contact.  The key is to do a 5 “touch” campaign.
  22. 22. What is a 5 touch campaign? Moving from one touch to the next MUST occur within 48-72 hours of the earlier touch. THIS IS CRITICAL! Make sure you use technology to create alerts to organize this.  It is when you “touch” that identified contact 5 times.  Touch 1: Email resume with personalized overview in body of email.  Touch 2: Phone call.  Touch 3: Phone call or email (phone is more effective).  Touch 4: Snail mail a letter and include resume.  Touch 5: Phone call to follow up.
  23. 23. Uh-oh: The email address is not known. Not always, but most firms have the same email domain as their web site domain address. So it you know their website address, it is likely their email address will be the same.  Go to search engine of your choice and put in the field the organizations email domain in quotes. Example: “”  What will be returned (you may have to search multiple pages) is employee email addresses from Internet activity.  Figure out their email formula (i.e. )and apply it to your intended contact.
  24. 24. Enhancement to first touch What issues might be keeping that contact you are reaching out to up at night? Tweak your resume and email to speak to their pain, and you will radically increase the attention you get.  If you can learn of pressing issues in the organization or in their industry, then incorporate it into the original email to the person you are writing to.  Search the Internet and read trade journals or magazines (the library can be VERY useful here---resist the urge to just do it from home).
  25. 25. Enhancement to other touches They key is to really be actively doing research when in job search mode. They key is to be a Subject Matter Expert more than you were when you were working and couldn’t read as much!  If you can find a “white paper” or article that speaks to a pain point, send it with a follow up email to the contact.  Use information you learn and did not include in the original resume email touch, in a voice mail message, or in a message you leave with their assistant.  You might also snail mail them an article or document with your
  26. 26. Don’t give up and stay with it. The most important thing to do is keep doing them, changing them, focus on getting better at them, and then perfecting your approach.  If you track your success and your return is less than other search activities, don’t stop. It could be your approach, topic of your campaign, quality of what you are sending, quality control of errors in what you send, or you are hitting on a dead nail.  DON’T MAKE THE ASSUMPTION CAMPAIGN BASED SEARCHES DON’T WORK.
  27. 27. A critical fact to remember:  Even if you are not as good as many others at doing campaign based searches, most will try them and give up. In fact, most will never do them.  Let them take the easy way out. Let them stay in their comfort zone. Let them be lazy.  In doing a campaign based search, you will find that you are often competing with a handful of people versus hundreds or thousands.
  28. 28. Do the opposite of others and WIN!  Even the newest addition to the job search scene will find that the key is getting noticed and getting attention.  Campaign based searches will get you attention in a more controlled, more organized, more structured, more positive fashion that is all about surgical strategy.  The name of the game to an offer and shortening the time of your search is simple: GET NOTICED!
  29. 29. My best to you in your search! Copyright 2014 Greg David, President Laka & Company 312-528-9107/708-620-8277 Take action NOW!!!