Guerrilla Marking for Job Hunters 2.0 Part 25

Working with the press can be a good thing. In fact, it can be a very good thing. It can help build your personal brand (a term I'm not all that keen on, but I can't think of a better one), expand your network, and add credibility and exposure to your professional credentials. Here's a framework you can use to successfully develop relationships with traditional and new media/online reporters.

First, a word of caution: if you work for a company (especially a publicly traded company) and are contacted by a reporter, blogger, podcaster, public relations (PR) firm-whatever-who wants to interview you; using your name, t.i.tle, and employer in their article, you must get clearance from your internal public relations/communications department before you agree to an "on the record" interview. You'll need to get as much information about the reporter, publication, and topic as you can, along with the reporter's contact information. What is the subject of the article? Who else is being interviewed? When/where will it be published? What's the deadline? Will you have an opportunity to review, and approve, the article (video, podcast, blog) before publication?

Is the reporter a freelance journalist or staff writer? When you hang up the phone, Google the individual: read some of what they've written to make sure they're someone you would want to write about you. I've produced a number of webcasts for the American Management a.s.sociation that required recording interviews with executives of large organizations. Even in these situations, with a very well known and respected brand, there is always a PR or communications person involved. I provide information about the webcast, an overview of the topic, who else will be interviewed, and a list of questions I'll be asking.

Sometimes, you may be contacted for "off-the-record background information" regarding an idea a journalist is researching. Once again, you need to find out who he or she is writing for and something about the reporter. Why are they calling you? Helping a journalist can be a smart investment of your time. Developing these relationships can prove to be extremely useful as your career and reputation progresses. That said, I would avoid negative comments regarding a current or past employer. If they're doing something unethical or illegal that's a different story, but just to dump on an employer will do nothing to advance your career.

It's pretty much of a no-brainer if you are contacted by the Wall Street Journal, Fortune, Newsweek, Wall Street Journal, Fortune, Newsweek, the the New York Times: New York Times: you'll want to try and cooperate with the reporter. Sites like ZoomInfo (popular with recruiters), spider online editions of publications, so the chances are very good that your ZoomInfo profile will contain the article. But what about podcasts and blogs? You're probably familiar with Chris Anderson's book, you'll want to try and cooperate with the reporter. Sites like ZoomInfo (popular with recruiters), spider online editions of publications, so the chances are very good that your ZoomInfo profile will contain the article. But what about podcasts and blogs? You're probably familiar with Chris Anderson's book, The Long Tail. The Long Tail. I think this concept is very powerful. You'll still want to approach anyone who contacts you with caution. Google is a beautiful thing. My podcast is focused on career and leadership development. That's it. I think this concept is very powerful. You'll still want to approach anyone who contacts you with caution. Google is a beautiful thing. My podcast is focused on career and leadership development. That's it.

Many, many of the professionals I've interviewed have generated useful contacts and business from our podcasts. People are still downloading interviews recorded 2 years ago from Total Picture Radio.

So.... Here's your handy-dandy press checklist:* Who's calling and why?* Are you freelance or staff? (Are you writing on spec or for an actual a.s.signment?)* What is your deadline?* What is the subject, the lead? (opening lines of the article).* Can you e-mail me questions you'll be asking ahead of time? (frequently called talking points).* If it's a podcast, is it live or recorded? If recorded will it be edited? (If you are being recorded, you'll need to be on a landline phone in a quiet environment. Cell phones and speakerphones don't work.)* If it's a published article, can you get reprints? If it's a blog or a podcast, will you be able to link to your web site?* Avoid talking off the top of your head when a reporter calls. Get the details and schedule a call after you've had time to prepare.

Build your reputation through blogging, writing white papers, submitting articles to your local newspaper or trade journals with an interesting twist on your profession. Newspaper editors love to receive timely, valuable advice from subject matter experts in their communities. Join a local Toastmasters group and hone your public speaking skills. Invest in a webcam and create YouTube videos that showcase your expertise.

Get actively involved in professional a.s.sociations; volunteer to work with nonprofits that are able to take advantage of your professional skills. Partic.i.p.ate in your community. If you're knowledgeable in an area of interest to a general audience, meet with your librarian and offer to give a free lecture at the library. To quote Woody Allen, "80 percent of success is just showing up."

Peter Clayton is producer and host of Total Picture Radio-The Voice of Career LeadershipTM-www.totalpicture.com LinkedIn: LinkedIn: www.linkedin.com/in/peterclayton/Twitter: twitter.com/petertpm/.

NINE WAYS TO GET OTHERS TO SPREAD THE WORD

Here are a few ideas to increase your visibility, credibility, marketability, and value. You can get other people to start talking about you without having to ask or buy a round of drinks. These ideas cost little or no money. In all cases, go out of your way to invite the appropriate media: 1. Conduct a seminar. Conduct a seminar. Become a strong public speaker and learn how to educate people on your industry. Simple "how-to" seminars are best. Keep it to under an hour. You can use other speakers but be sure you are seen as the primary idea person. Make sure you video- and audiotape the session. Inform the media and provide a press release. Videoblog and podcast it as well. Become a strong public speaker and learn how to educate people on your industry. Simple "how-to" seminars are best. Keep it to under an hour. You can use other speakers but be sure you are seen as the primary idea person. Make sure you video- and audiotape the session. Inform the media and provide a press release. Videoblog and podcast it as well.2. Organize a seminar. Organize a seminar. Find a need in your community and bring in speakers to fill it. If your topic is of general interest, present a version of your seminar to the public, perhaps under the sponsorship of a civic or business organization. Hook up with local media people to sponsor and promote the event. If you charge admittance (and you should, to ensure you attract serious partic.i.p.ants only), then consider teaming with a local charity and donating a portion of the proceeds-you'll get twice the publicity and have a willing partner if you want to do it again or take it on the road and tour the country. Find a need in your community and bring in speakers to fill it. If your topic is of general interest, present a version of your seminar to the public, perhaps under the sponsorship of a civic or business organization. Hook up with local media people to sponsor and promote the event. If you charge admittance (and you should, to ensure you attract serious partic.i.p.ants only), then consider teaming with a local charity and donating a portion of the proceeds-you'll get twice the publicity and have a willing partner if you want to do it again or take it on the road and tour the country.3. Write. Write. Compose a thought-provoking piece connected to your seminars. Podcast it. Compose a thought-provoking piece connected to your seminars. Podcast it.4. Host a TV show. Host a TV show. Public television stations must fill a certain amount of time with homegrown programs. Why not offer to host a biweekly half-hour segment? Invite guests and run simple question-and-answer segments. You can also distribute the tapes later or put them on your web site as videos. See Public television stations must fill a certain amount of time with homegrown programs. Why not offer to host a biweekly half-hour segment? Invite guests and run simple question-and-answer segments. You can also distribute the tapes later or put them on your web site as videos. See www.perrymartel.com/video/janice/ for an example. for an example.5. Host a radio show. Host a radio show. Find a local morning news station and offer to be a guest, or better yet, guest host. Answer callers' questions. I know people in dentistry, home renovation, journalism, s.e.x therapy, and so on, who have received huge boosts to their careers by doing this. If you can tie in sponsors, all the better. Find a local morning news station and offer to be a guest, or better yet, guest host. Answer callers' questions. I know people in dentistry, home renovation, journalism, s.e.x therapy, and so on, who have received huge boosts to their careers by doing this. If you can tie in sponsors, all the better.6. Develop a video series for distribution. Develop a video series for distribution. Remember the seminars you gave or organized? If you can get waivers signed, you may be able to distribute them free or for profit. Moderate each segment. Remember the seminars you gave or organized? If you can get waivers signed, you may be able to distribute them free or for profit. Moderate each segment.7. Record and distribute CDs. Record and distribute CDs. You can easily make a compilation CD of your radio or TV interviews. You can easily make a compilation CD of your radio or TV interviews.8. Become an editor. Become an editor. If you are the "salt of the earth" type and prefer to play solid supporting roles, consider editing a magazine or e-zine. If you are the "salt of the earth" type and prefer to play solid supporting roles, consider editing a magazine or e-zine. About.com has a cadre of more than 475 people who edit 50,000 topics. has a cadre of more than 475 people who edit 50,000 topics.9. Volunteer. Volunteer. Join a civic organization like the Shriners or Rotary Club and give back to your local community. This selfless act will provide many networking opportunities and make you feel great while you're doing good. Be aware, though, shameless self-promotion will get you a ticket to the exit door. Make certain that your fellow volunteers view you as a "giver" to the community and not as a "taker," or you're wasting your time. Join a civic organization like the Shriners or Rotary Club and give back to your local community. This selfless act will provide many networking opportunities and make you feel great while you're doing good. Be aware, though, shameless self-promotion will get you a ticket to the exit door. Make certain that your fellow volunteers view you as a "giver" to the community and not as a "taker," or you're wasting your time.

GUERRILLA TIPS.

* Be humble. In calling attention to your deeds and achievements, take care not to become an obnoxious braggart.* Encourage other people in your industry to partic.i.p.ate. You can build your credibility and goodwill while building an indirect support network.* Make all pertinent articles, seminar brochures, and newspaper clippings available to your boss and coworkers, and anyone else who may help advance your career.* Involve other members of your company as you see fit, if their contribution will make the TV program, radio show, or written article more interesting.* Whenever you perform any kind of public service, take a backseat to your employer. It reflects well on you as a loyal team player, which ironically is just the thing to attract job offers from other employers.

The secret to self-promotion lies in letting others do your talking for you. Once others see what you're doing, get out of the way and let them do the bragging. Doing this makes you easy to find whenever a recruiter or employer is looking for someone in your industry. Job offers will fly your way.

HOW TO INTRODUCE YOURSELF WITH A SOUND BITE

You don't need to be a public figure to introduce yourself to the media. Contact local newspaper, radio, and television reporters-particularly those who cover business topics-and describe your professional expertise. Offer to comment on topics and questions in your field of work through interviews or written articles. Be friendly, not pushy. Become recognized as an expert.

Keep in contact with reporters; chances are good that they'll call you when a story breaks. When you do get a chance to comment, be clear and concise. Particularly for radio and television, you'll be edited into sound bites (segments lasting only seconds) that are inserted into the story. Your prospects for being aired are greater when you reach the point quickly and quotably. Subscribe (free) to Peter Shankman's HelpaReporter.com web site that helps reporters connect to new sources for articles through his daily e-mail of reporters' article queries. web site that helps reporters connect to new sources for articles through his daily e-mail of reporters' article queries.

WRITE AND PUBLISH

Getting published gives you an important, added credential. Writing articles for trade, professional, business, or specialty magazines is a good way to get exposure. And it is easier than you think. Most editors are hungry for writers with a good technical grasp of their field. If you demonstrate expertise, an editor will often polish your writing for you.

Become an Author and Authority

Start small with your local paper or business journal, writing articles about what you know. Give it a personal spin and take a side. Write how-to articles that are relevant to your industry. Editors often need them for filler. Try writing a couple and have your friends read them and tell you if they are interesting. Then take a course, or borrow or buy a book on writing short information pieces.

Editors at magazines like Fortune, Time, Fortune, Time, or or Newsweek Newsweek will not take a chance on a first-time writer, so don't waste your time trying. You need to build a portfolio first. Just get the first few articles published anywhere and then start to target specific publications. That includes posting it on your blog first because many journalists cruise the blogs to find ideas and the unique opinions of people just like you whom they then interview and write about. You may very well be discovered on your blog. will not take a chance on a first-time writer, so don't waste your time trying. You need to build a portfolio first. Just get the first few articles published anywhere and then start to target specific publications. That includes posting it on your blog first because many journalists cruise the blogs to find ideas and the unique opinions of people just like you whom they then interview and write about. You may very well be discovered on your blog.

Some Ways to Get Published and Get Hired

Write and distribute your company's newsletter. Make sure you send copies to the magazines you want to write for, indicating they have the right to republish the article if they do so in its entirety. Make sure they either give you a byline or a pull box at the end of the article where you can put your name, profession, and e-mail address-just like all the contributors in this book do.

Write your own newsletter and distribute it to the people in your industry for whom you would like to work. If you're courageous enough, you might try writing a "roundup article." This is an article where you round up and interview experts on a subject. There's nothing quite as exhilarating as getting to see a half dozen of your industry's best people and asking their opinion on the state of the industry. You can interview them about such things as: * Trends in the industry,* Greatest contributions of the past few years, or* The effects of new technology.

Your options are endless. Senior execs know it's important to be visible, so they'll cooperate if the project is appealing. You can even phone your industry trade magazine and pitch your idea to them, mentioning the names of some of the people you plan to interview. Then ask if they're interested in running the piece when you're finished. When you call your list of interviewees, you can tell them you are doing a piece for their industry publication.

Sound overwhelming? Well, you don't have to do all the work yourself; you can call your local college or university's journalism department to ask for help. Most professors will take the time to meet and explain how to frame your idea and prepare your questions. They may even agree to a.s.sign a student to look over your work for extra credit. Easier yet, hire a professional from sites like: elance.com, guru.com ifreelance.com, or odesk.com. Come to think of it, these are great groups to flog your own skills on in between gigs.

When the piece is finally published, you need to ensure your interviewees get 2 copies. One has a handwritten thank-you note on the front page. They'll keep the autographed one and distribute the other. Suddenly, everyone in the company knows who you are. They are reading your article because it's important to their boss and therefore their career. Even those people whom you didn't interview for the piece will read it, and many will call to let you know they are available for comment if the need arises.

Write white papers on your industry and have them published by your marketing people. They are always looking for free publicity and your piece may be just what they need for the company web site.

GUERRILLA INTELLIGENCE.

How to Find Your Next Job for Free Using Social Networks, Blogs, and Other Underutilized Web 2.0 Methods and ToolsGlenn Gutmacher

I'm a veteran recruiting researcher, aka sourcer: the online detective who finds talent (that's what we in the industry call job seekers) that regular recruiters can't, in ways they don't know exist. I'm going to flip that around and show you how to use those ways to FIND a job.

Today, It's More than Resumes I'll a.s.sume (a big "if") that you have an easily findable resume-so congrats on a great start! But some recruiters have a bias against job boards' resume banks and other easily found resumes. They label you as an "active job seeker" and you aren't as desirable as someone who's gainfully employed or otherwise perceived to be a busy consultant-expert. (I'm about to show you how to become the latter, regardless of your status.) These "pa.s.sive job seekers" are found in other ways-and you can be there, too. Even among the majority of recruiters and hiring managers who happily review "active" resumes, they are more comfortable selecting people to interview if the person is a somewhat "known quant.i.ty."

In either case, how do you make that leap? Other parts of this book discuss LinkedIn, personal networking, and some other proven methods for getting an edge when you don't have connections into an employer. However, if that's all you do, you're shooting yourself in the foot.

Do Professional Networking on Social Networks Today's Internet sites and tools, dubbed "Web 2.0," can help you greatly, and they're almost always free (typically advertising-supported). Let's start with larger virtual communities like Yahoo 360 (360.yahoo.com), Blogspot.com, LiveJournal.com, and so on, where you can post content. When you join one of those communities, you're not obligated to post family photos or accept dates from everyone you connect to. Instead, use it as a professional networking platform.

These sites typically host interest groups by topic and geography, so you can join all the relevant ones free, which lets you browse and search your fellow members' profiles. Look for interesting people (i.e., those working at companies of interest and holding job t.i.tles 1 to 2 levels above you in the corporate hierarchy, since they're in the best position to employ you). A second job t.i.tle preference (but not to be ignored) is recruiter-also known as Talent Acquisition Specialist (or Manager), sourcer (executive) search consultant, and staffing professional (among others-remember the value of keyword synonyms when searching!).

Focus on the Big Social Networks Two good places to look for professional interest groups are Ning.com and LinkedIn's Groups Directory. Also find specific contact information for any of 10 million people at over 1 million companies with the business card trading service, and LinkedIn's Groups Directory. Also find specific contact information for any of 10 million people at over 1 million companies with the business card trading service, Jigsaw.com.

You can't ignore the 2 largest social networks nowadays: Facebook.com and and Mys.p.a.ce.com, each with over 100 million profiles. Even if you're not yet a member, here is a quick way to search Mys.p.a.ce profiles to find interesting people using Google.com's main search box (type this exactly, including punctuation and s.p.a.ces): site:www.mys.p.a.ce.com ("occupation * CPA" OR "occupation * accounting manager") (int.i.tle:Atlanta OR int.i.tle:Georgia). ("occupation * CPA" OR "occupation * accounting manager") (int.i.tle:Atlanta OR int.i.tle:Georgia).

The only things you have to change are what job t.i.tles and locations to use for the kind of person you want to find. If you do not have a Mys.p.a.ce account, you may need to start one in order to contact people who do not list public contact information on their profiles. It's also good to create a Mys.p.a.ce profile (need not include any compromising photos of yourself!) to give potential employers another way to find you.

On Facebook, the regular search (www.facebook.com/srch.php) lets you type a job t.i.tle and/or company name and find people with that in their profile across the entire Facebook network. The profile search (www.facebook.com/advanced.php?ref=search/) has many more search criteria to narrow your results, but only searches within your Facebook networks (i.e., your school/alma mater, your geographic area, and your current employer) and your directly connected friends (equivalent to first-degree connections on LinkedIn).

You can change your location under Facebook Settings up to twice every 60 days. This is great if you desire to relocate: now you can see and search for people in your target metro area. To jumpstart your network, use Facebook's Friend finder (www.facebook.com/findfriends.php) to upload your e-mail address book or IM list file, or search Facebook using a name or e-mail for a particular person. (Most social networks offer this functionality.) There's a lot of buzz nowadays about Twitter (www.twitter.com). With over 10 million members, this may be the most popular way to communicate over mobile devices. However, you don't need a cell phone to use it. The web site's advanced search (search.twitter.com) lets you search for people by keywords and/or geographically. Note the syntax: SQL near:Boston within:50mi.

Replace SQL with your keyword/phrase and Boston with your target metro area, and you will find everyone who has ever made a post containing your keywords and lives near that city. This works internationally (e.g., type SQL near:Amsterdam within:50km), too. It's beyond the scope of this article to explain other ways to use it, but start with their help/FAQs.

So what if you have someone's name and want to learn more about them? Try using a social network aggregator: these are sites that gather profiles from many social networks and let you search all of them from one place. Examples are 123People. com, Wieowie.nl, Pipl.com, Spock.com, Wink.com and-a nice twist for network monitoring- and-a nice twist for network monitoring-Spokeo.com lets you aggregate all your friends' (personal and/or professional) sites into one location so you can stay up to date with all their events. lets you aggregate all your friends' (personal and/or professional) sites into one location so you can stay up to date with all their events.

It's Time to Reach Out Now that you've found lots of interesting people, reach out to them-at first, with a short message, and not with a desperate plea for job help. Focus on reciprocally beneficial networking. Say you found them on "X" site, they seem knowledgeable/ interesting in your professional area of interest, and ask how you can help THEM. Yes, you heard me right: instead of being like every other job seeker who wants something, you're offering something instead. Like honey, this refreshing approach attracts more bees.

Use whatever tools the community offers to communicate: sometimes e-mails or instant messaging (IM) addresses are displayed, or you may have to use their internal message system. Don't send your resume, but it's fine to include the Web address as a link at the end of your message.

Share Your Expertise, Build Your Personal Brand Don't stop there. These communities also give you the opportunity to convey your expertise. This is the "personal branding" concept that career consultants advocate nowadays. You can put that on steroids using Web 2.0: answer questions posed by others in your industry that show you're knowledgeable, and append your auto-signature to each post (include that resume link again!) so it's easy for the reader to reach you. LinkedIn Answers (www.linkedin.com/answers/) lets you search through questions and answers and automatically links your responses to your profile.

The 2 largest sources of these niche discussion groups by industry subtopic where people are asking questions and (relative) experts are answering are Google Groups (groups.google.com) and Yahoo Groups (groups.yahoo.com). At these sites, type unique keywords/phrases to find people talking about your subject matter. For example, if I were a quant.i.tative investment guru, I might type "equity derivatives." This will lead you to posts within particular groups. Join relevant groups, see what people are saying in their posts, contact the interesting/knowledgeable ones (they can help you find a job, too), and reply to a discussion thread when you have something useful to say. Another way to find free discussion lists by topic keywords is Catalist (www.lsoft.com/lists/listref.html).

Blogging Enhanced by Web 2.0 Also start a blog-a type of online diary-most social networks have blogging tools built in. To see what others are doing, use a blog search tool like Technorati.com, IceRocket.com, or Google blog search (blogsearch.google.com) to find relevant posts and people. Some blog search sites are even industry-specific (e.g., legal blogs via Blawgsearch.com), but with the right keywords you can narrow your results on any of them.

A good way to stick your toe in the water is to respond to others' blog posts by typing a comment: under each post, click the comments link or type in the box provided. Say something complimentary and/or semi-intelligent (constructive contrasting opinions are also fine), and you can't go wrong.

When you're ready to start posting to your own blog, don't waste your posts talking about restaurants or what you cooked for dinner (unless you seek a job as a chef!). Focus your opinions on what's happening in your industry (positive or negative) or simply share a few links to interesting tools or articles you've seen, with brief commentary on why they may be valuable. Again, make sure your blog links to your resume, just as all your discussion list posts should link to your blog and resume.

You never know who's going to find one of your comments interesting and now can follow the links to learn more about you. This process effectively presells you to your target audience without having to set up interviews. Some may ask you to contribute a post on their blogs (do accept, if it is a reputable resource) and you should offer likewise. Don't wait to volunteer a guest post if you respect others' blogs and have started to build rapport with them by commenting on their posts, and so on. This typically results in the blogger initiating direct communication with you. Before you know it, people will start linking to your posts and forwarding links about you to others looking for an expert like you-did you realize you are one at this point?-without your even knowing!

Ready for the Next Level and Scale Up Efficiently?

Now you're making my job of finding you easier. Here's how you can make it a lot easier for all the recruiters out there: get your thoughts distributed even more widely by using more social networks. When you register with sites like Mys.p.a.ce, Twitter, LinkedIn, Facebook, and others that let you blog and share content in other ways, you increase your exposure-and thus the chance of being noticed by the right people.

What are those other ways to share content? Audio, video, and social bookmarking are 3 hot ones nowadays. Social bookmarking is sharing your favorite links with others. Sites like ClipIt (www.clipit.com), Digg (www.digg.com), and Delicious (www.del.icio.us/) facilitate this. If you discover neat resources, post them. You'll get more fans.

With simple free tools and a $20 webcam on your end, you can produce short audio and/or video segments called podcasts podcasts that can include whatever you'd type in a blogpost, plus open other content possibilities thanks to these dynamic media. Why not interview experts in your field and post those on your blog? Or do a short how-to video yourself. When you go to an event, blog about what you see-and let them see it, too. For great examples of online video and podcasts that will give you ideas, go to Blinkx ( that can include whatever you'd type in a blogpost, plus open other content possibilities thanks to these dynamic media. Why not interview experts in your field and post those on your blog? Or do a short how-to video yourself. When you go to an event, blog about what you see-and let them see it, too. For great examples of online video and podcasts that will give you ideas, go to Blinkx (www.blinkx.com) and Everyzing (search.everyzing.com) and type a unique phrase to find relevant content. These search YouTube.com and many other sites all at once. and many other sites all at once.

Now you're saying, "Glenn, wait, I don't have time to post on all these sites and do all this multimedia!" Time to leverage Web 2.0: tools like h.e.l.lotxt (www.h.e.l.lotxt.com) and Ping (www.ping.fm) allow you to post once and that message is auto-posted to your accounts on all of those sites. If a site doesn't let you cross-post multimedia, you can at least enter a text link to your podcasts.

Also, many of the tools to add multimedia and all kinds of other functionality to your blog/web site are available free. Usually called widgets, you can add them with little technical knowledge, especially if you use a popular blogging platform like Typepad.com or or Wordpress.org. Some great sources of widgets are Widgetbox.com, Sixapart.com, and Widgetoko.com. These will make your blog more interesting and further grow your audience.

All this may strike you as overwhelming. But remember, you don't have to do everything discussed above to succeed-though the impact of each is synergistic with the others. Try a couple of the techniques that resonate with you, at first. As you start to see success with positive response from interesting professional contacts, that will motivate you to try other things. Even after you land that next job, you'll still be using social networks because their career value continues even while you're working!

Glenn Gutmacher is founder of www.recruiting-online.com and vice president of and vice president of www.JobMachine.net He shows corporate employers and staffing firms how to find job seekers of any skill set, industry, location, using the Internet, whether they have a resume floating around or not. He can be reached at [email protected] / He shows corporate employers and staffing firms how to find job seekers of any skill set, industry, location, using the Internet, whether they have a resume floating around or not. He can be reached at [email protected] / Arbit.net or [email protected] or

Chapter 7.