Guerrilla Marking for Job Hunters 2.0 Part 35

E-MAIL CHAIN LETTER

Take a list of 20 companies you want to work for and send an e-mail to everyone you know asking them to read the list to see if they know anyone who works at any of the companies. Ask them to contact you if they do so that you can ask for a referral. Finally, ask them to forward your e-mail message to 10 more people. (We've learned that this does not work for lobbyists.) Note: * If you e-mail your list to 10 people and they e-mail it to 10 people and . . . . . . within 4 cycles, you have covered 10,000 people. within 4 cycles, you have covered 10,000 people.* Don't ask people to e-mail to more than 10 people because they just won't do it.* Put your e-mail address in the message so people can e-mail you directly.* Only include your phone number if you don't mind having people call you.* Don't put anything in the letter you wouldn't want a stranger to read.* Put your name and e-mail address at the top of the message in a "From": salutation, so the reader can find your coordinates quickly.* Do not do this if you're currently employed!

PRESS KIT

People make all kinds of claims about their skills and abilities when in fact they're not true, so it's little wonder that employers are naturally skeptical. So if you have won awards, have been quoted in the news, or have any other type of proof that your accomplishments really do exist, build a portfolio and send it with your cover letter and resume. I've done this myself many times, first as a job hunter and then later as a headhunter in search of projects. A picture is worth a thousand words and an article, reference letter, or thank-you note from a client, is worth a thousand more. For example: * If you're a student looking for your first real job, send a transcript of your marks. It probably doesn't matter but it might, especially if you kept a high GPA and a part-time job.* Copies of articles and awards should be included.* Don't send originals because you may never get them back. * In articles, highlight the part about you so they don't need to search. * In articles, highlight the part about you so they don't need to search.* Bring these items with you to an interview as well because the individual items in the Press Kit make good talking points.

SEND ARTICLES AS A FOLLOW UP AFTER AN INTERVIEW

Sending an article to a hiring manager with a simple note like: "I thought you might be interested in this" is a great door opener. The trick is to find something that is truly helpful to them in their job. You can uncover potential needs by doing a search through Google for position papers they may have presented or to see what their compet.i.tors are announcing by way of new products-and let them know. I know several people who have landed great jobs by doing this. Here's what to do to find articles using search engines: * Use the alert system at Google to keep you up-to-date on subject areas of interest to your targeted employers: www.google.ca/alerts/.* Magazines usually have electronic editions.* Photocopies work best because very few people bother to do this anymore. Also, the photocopy will stay longer on their desk. It may even be pa.s.sed on to other staff members who could be hiring.* Keep your contacts through this medium to a maximum of once every 3 weeks.* Don't bombard people.* Make sure you send a personal note, even if you send an e-mail clipping.

DISTRIBUTE A BOOKLET

Write a booklet with information relevant to your industry and give it away. Everyone loves a freebie, so give away something that demonstrates your expertise. I designed, wrote, and distributed a free booklet on how to do a reference check correctly, ent.i.tled "Don't Hire a Liar" (see www.perrymartel.com). It subtly points out the benefits of using a professional like me when hiring. The booklet hot-links to a supplemental software program for reference checking that my firm sells. Here are some ideas: * Link to your web site, e-resume, or blog.* Give the booklet away electronically.* If you send a printed version, indicate where the recipient can get extra copies for colleagues.* Advertise it on your web site and those newsgroups frequented by hiring managers in your target market.

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A WAR STORY.

Jill Tanenbaum

My most recent hire sent me a beautiful hand-designed booklet that contained the best samples of her design work. She didn't just e-mail me a link or send a resume. The fact that she went over the top to design the booklet was impressive. In fact, her experience on its own wouldn't have gotten her the interview, much less the job. But the booklet did it!

Jill Tanenbaum, president, Jill Tanenbaum Graphic Design & Advertising (www.jtdesign.com).

CALL HUMAN RESOURCES

I know this sounds like heresy, but there's method in my madness. Call the human resources department. Ask what outside agency or third-party recruiting firm they use. Why? Two strategic reasons. First, any human resources person will immediately ask why you want to know. To which you answer, "I've been to your web site and I understand that you're not looking for someone with my skill set right now but the agency you use may be dealing with other firms-so I guess I'm looking for a recommendation from you." If they don't press you for an interview, insist on knowing whom they use and why.

People in human resources love saving money on fees, so they may try to hire you directly. They tend to group together by industry and make referrals.

Getting a referral from one of their customers will ensure an agency gives you special attention. In addition: * Always ask for the name of a specific person and their direct dial number.* Get permission to use the human resources manager's name as a reference.* Ask if they personally know of any other companies that could make appropriate use of your skills.* Send them a thank-you note with a copy of your resume to keep on file.

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A WAR STORY.

Lauryn Franzoni

A methodical strategy paid off for this ExecuNet member who was very active in her local human resources groups. She contacted the national headquarters for the names of local chapter presidents, and mounted a campaign of contacting each one every 2 months. Her persistence paid off when she received an offer.

Lauryn Franzoni, managing director of ExecuNet (www.execunet.com).

WRITE A CASE STUDY

Write a case study that showcases your skills. This could be as simple as a coveted client you sold or as complex as a new product you helped introduce to the market. Send the study to firms that have needs similar to those emphasized in the study. Not only do you get to showcase your writing as well as your research and a.n.a.lysis skills, it demonstrates your business ac.u.men. Did you establish an innovative compensation program for resellers that increased sales and decreased spoilage or returns? This is a big deal in retail, where 90 percent of profits are lost due to returns. Try this: * Choose an example that builds your credibility with your targeted employers.* Results that would be of interest to a potential employer include increased efficiencies, new marketing techniques, and new or different distribution channels.* Areas that would be promising include:* Sales/marketing: Sales/marketing: Distribution channels Distribution channels* Manufacturing: Manufacturing: Just-in-time (JIT) inventories Just-in-time (JIT) inventories* Operations: Operations: Enterprise resource planning (ERP) systems Enterprise resource planning (ERP) systems

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A WAR STORY.

Bill Humbert

A college recruit graduated from an architecture program and wanted to work for Marriott designing hotels and hotel rooms. Prior to graduation, she contacted the architecture group at Marriott. They interviewed and liked her but did not have any openings. She asked if it was okay to keep in touch. Every couple of weeks, she would send a design for a room, a balcony, a lobby, a hall area, a convention area. Finally, after 6 months of constant contact (and probably to get her to stop sending designs, they did not need), Marriott hired her.

Bill Humbert, The Humbert Group (www.recruiterguy.com).

PREPARE A COMPEt.i.tIVE a.n.a.lYSIS

Do a compet.i.tive a.n.a.lysis on one of your targeted employer's products and send it to the president or vice president of the targeted firm. People a.s.sume that all companies keep up to date on their compet.i.tors, but this is rarely the case. Most companies don't have the budget or the ability internally to remain aware of best practices. Your piece will likely be most welcome. Follow these suggestions: * Focus on companies that are direct compet.i.tors of those you want to work for, not your own company.* Potential employers need to get something out of reading the piece.* Use graphs and charts wherever possible because people like visuals.* Make it only as long as it needs to be.* Offer to share your primary research if the company is interested.

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A WAR STORY.

Ross Macpherson

I worked with one client who specialized in retail merchandising (point of purchase [POP], planagrams, etc.). After developing her resume, we discussed putting together a targeted job search campaign to go after some of the bigger players in retail. While working out her "unique selling proposition," she made the claim that she could walk into any retail environment and recommend how they could make more money through better merchandising. I asked, "Can you really back that up?" and suddenly her plan was born.

My client targeted 5 major retail outlets, went to a number of their locations, and made detailed notes on what she saw and how she would improve it. The first company she contacted was a major outlet with offices located in the building over the store. She walked into the offices, asked to speak to the person in charge of marketing, and was told he was in a meeting until 11:00 A.M. She scribbled a quick note on a piece of paper that read, "I've just spent 30 minutes in your store. I found 3 merchandising inconsistencies and identified 7 ways that should increase your sales by about 12 to 15 percent. My name is and I will be waiting in the coffee shop downstairs."

She told the receptionist, "Please hand this to him at the end of his meeting. It's very important," and she walked out.

Shortly after 11:00, the vice president of marketing came downstairs, met her in the coffee shop, and she spent the next hour walking through every corner of the store with him discussing her findings. Although no such position existed, the vice president hired her as their new director of merchandising.

Compliments of Ross Macpherson, president, Career Quest (www.yourcareerquest.com).

CLa.s.sIFIED ADS

Buy a cla.s.sified ad in the newspaper. Have a t.i.tle that describes your ideal position (Cost Accountant, Project Manager, Marketing Manager). Bold the t.i.tle and describe your features in 25 words or less. The more s.p.a.ce you use, the more it costs. Here's what to do: * Use acronyms. For example, a cost accountant could advertise: CA 10 yrs exp in manufacturing. Excel, AccPac, Ref. More info 555- 1212 (also works on Facebook and Craigslist).* Bold your headline so it jumps off the page.* Plan on running it for 2 to 4 weeks.* If you can't afford every day, ask which are their busiest days.* Propose a swap, a deal where you trade your expertise instead of paying cash.* Ask if you can run a box ad and pay only for actual leads.

WRITE A BROCHURE

Do a brochure instead of a resume. This is a great way to find temporary or contract work leading to a full-time position. Send the brochure to your target group. Speak to their needs on the front cover. Profile your projects and accomplishments on the inside flaps (use one of the inside flaps for quotes from your references). Reserve the back panel for your mini bio. Include a photo if you're good looking (see GM4JH.com/007.html for examples). In addition, do the following: for examples). In addition, do the following: * Hand-address the envelope you mail it in.* Buy glossy brochure paper for your laser printer. I order mine from Paper Direct (www.paperdirect.com).* Lead with your best foot.* Keep the copy short.* Make sure your address and contact information are easy to find.

CONSULTANT LETTER

Employers often prefer to "try before we buy" prior to making a permanent offer, or to bridge the gap while they are looking for a permanent employee, or a way to hide the extra headcount in their "variable" costs. Many people get their start this way. Robert W. Bly has a letter in his book, The Encyclopedia of Business Letters, Fax Memos, and E-Mail The Encyclopedia of Business Letters, Fax Memos, and E-Mail (Franklin Lakes, NJ: Career Press, 1999), that he suggests using to land consulting or freelance jobs. It starts this way: (Franklin Lakes, NJ: Career Press, 1999), that he suggests using to land consulting or freelance jobs. It starts this way:

Is freelance a dirty word to you? It really shouldn't be. In public relations, with its crisis-lull-crisis rhythm, good freelancers can save you money and . . .

What a great opener for starting a discussion. Use the possible contact as an entree to a permanent job. Great places to start looking for consulting gigs are www.guru.com, www.net-temps.com, or www.elance.com. Or, simply target companies you're interested in and: * Focus on the employer's needs, not yours.* Dismiss their concerns about hiring a consultant by quickly stating the benefits in the first paragraph.* Provide letters of reference from former employers.* Give the employer your absolute best effort because you may be auditioning for a permanent job.* If you're not hired full-time, ask for referrals to other departments, divisions, or companies that they think might benefit from your services.