hidden job market secrets

When Seeking a New Job, Think Like an Employer

By Debra Feldman

When formulating a successful job search strategy, put yourself in the recruiter's or executive headhunter's shoes to gain some perspective on what the other side of the job search is all about. You'll find that employers aren't merely eliminating the oddballs and unsuitable applicants — they're finding the gems, those with skills, knowledge, talent and passion among the innumerable pieces of correspondence hitting their inbox every day. The overwhelming flood of competition provides all the more reason for your resume to be outstanding, electronically commanding its rightful spot in an automated recruiting database or attracting a second glance if it's a printed copy.

Your resume must be as good as it can be and better than your competition's. Seek the guidance of an expert to make sure that your resume is conveying its intended message. Once you've got your story on paper, it's up to you to sell yourself. Marketing yourself means you'll need to meet with individuals who can provide leads. It's time to network purposefully, which means identifying and understanding your target employers, and then finding ways to connect with them on a personal level.

How can you maximize your job search efforts? Target activities that are most likely to yield a positive outcome quickly. Start by selecting employers that are likely to understand your background and skill set. Then, strive for an initial in-person interview with a hiring manager who can appreciate your uniqueness, champion you through the corporate labyrinth and handle your credentials and qualifications in a respectful manner. In other words, execute a strategy to connect, build a relationship, gain trust and credibility.

A target employer is one you want to work for, and who recognizes that you can provide solutions to their challenges right from the start. If you share a common goal, you have a foundation that can support a relationship. Here are a few tips to help you launch a more effective targeted campaign. These steps are important parts of networking purposefully to help you identify unadvertised opportunities in the hidden job market. Your objective is to find unadvertised jobs by meeting with an individual or several representatives at companies where you want to work. Preparation will enable you to have a successful meeting that might produce a job offer or a referral that will enlarge your professional network.

1. Know what your target employer is looking for. Employers demand immediate productivity from new hires and are reluctant to take the risk of putting a new hire through an uncertain learning curve. In the advertised job market, employers use prior experience criteria to narrow the field of candidates. After an employer gets to know a potential employee, then there any chance that the original job requirements might possibly be bent in a candidate's favor. Matching a candidate to corporate culture, as well as to required skills, is more important then ever before. Trust plays a big role. Not only does it make for a more comfortable and a swifter adjustment for you and your new employer, it also translates to reduced expenses, since you can begin contributing faster by quickly adapting and mastering the situation.
   
   

2. Position yourself for success. One way to get an employer's attention is through strategic positioning. How you market yourself, how you pitch your value, and how you present your distinctive hook makes you an attractive and intriguing candidate. Defining your target market and knowing what they need (i.e., how you can benefit potential employers) is critical to success. Once you have gotten their attention, you must present a compelling argument for them to want to know more about you. Personal chemistry is crucial. Bottom line: show employers that you will fit into their organization and that they can recapture the cost of hiring you.
    

3. Networking is an effective way to get someone at a target employer to listen and respond to your message. If you already know people inside a target employer organization, convincing them to broker a personal introduction to key decision-makers can help smooth the way for your campaign. To initiate new relationships, identify individuals whom you need to know and find a point of entry into the employer organization. Such common points of reference, as alumnae ties, work experience, or a professional affiliation can be helpful when forging new relationships.
   
   Researching news headlines, trade data, company websites, company profiles, analyst's reports and financial filings are all great ways to find names of insiders and their responsibilities, even their outside interests and memberships. Competitive and industry-wide analyses are additional good sources. A direct phone call to someone mentioned in an article or report can kick off a dialogue exploring mutual interests. Finding a peer who can provide a referral might be a solution for reaching an elusive figure. Sometimes, befriending an administrative assistant or a co-worker warms things up for a more welcoming greeting from the targeted contact person. These associates are familiar with their colleague's schedule and can provide valuable information about when and how to approach them by phone or to catch them in-person.
    

4. When it comes to job hunting, beat around the bush. Asking directly for a job is the kiss of death. Instead, present your inquiry as a networking connection within your field, a potential collaboration or a request for a reference or information. Use flattery as a way to begin a conversation with your contacts about something they did or wrote. If your unsolicited query is perceived as collegial, rather than as employment-related, you are more likely to be greeted cordially — and more likely to be privy to vital information about the company.
    

5. Always call to establish a connection before sending documentation. Try contacting hiring managers by phone first. If that doesn't work, use the opportunity to get an e-mail address or fax number from their assistant. Ask when a good time id to reach the hiring manager, or whether the assistant will forward an e-mail on your behalf. Yes, it may take a while to speak directly with the hiring manager. But, ultimately, it will turn out better than just sending your resume and cover letter out blindly, and then being ignored.
    

6. Tailor your written correspondence for each situation. It's time consuming but you're also far more likely to get a response if you personalize your request and tailor your content to match target employers' needs. Hold off on sending your resume, unless they request it during your initial phone call. In other words, wait until after you have established a connection. Keep e-mails brief, with an eye-catching subject line.
   
   Instead of the traditional cover letter and resume combination, try a custom-created, single use Resu-letterâ„¢ that combines the best features of a cover letter and resume. This marketing document should introduce you by describing your relevant background, related career highlights and specific ways you visualize adding value to a target organization (rather than your entire career history). Using quantitative or measurably qualitative facts makes for a stronger presentation, but don't let it sound boilerplate. In each case, customize it so that it will attract a specific employer. Don't waste a prospective employer's time (or your own) with anything that isn't directly relevant. Since you have already established a connection, you have reason to trust that a real person is handling your request, and that it won't be ignored or simply scanned into cyber eternity. The goal is to connect in real time — then you will have an opportunity to sell yourself. If you don't develop a personal connection, chances are you won't get to explore mutual interests.

Establishing a connection inside a company to obtain an appointment may require clever, innovative persistence. However, this connection can pay off with a potential new assignment within this organization or a recommendation to connect personally elsewhere.

A personal recommendation or introduction will afford a competitive edge over those who reply to posted openings. Networking is the most promising method for pursuing a new career opportunity. By focusing your campaign on those prospective employers most likely to need you, and using purposeful networking to gain access and acceptance, you increase the probability of making a swifter career transition.

This article has been reprinted with permission from Debra Feldman. Copyright 2005 by Debra Feldman.

Debra Feldman, founder of JobWhiz, is a job search expert with more than 20 years of senior management consulting experience. She specializes in identifying unadvertised opportunities in the hidden job market. For more information and to contact her, visit www.JobWhiz.com.