With the emergence of the Internet as a valuable job search
tool, all too many job seekers have left the old ways
behind and are now using the Internet almost exclusively
for all their job search needs. And, if that person happens
to be a Programmer, Website Designer, or even an Chief
Technology Officer, that may not be such a bad strategy.
However, for the remaining 95%+ of the workforce, the
Internet is NOT the end-all solution to your job search.
Rather, it should be just one of the many job search and
career marketing strategies that you deploy.
Consider job search to be like any other marketing campaign
where you’re attempting to reach a large, yet targeted
audience. In order to reach that audience, you must use
all of the appropriate advertising and marketing channels.
If GE is selling appliances, they don’t just use
their website. Rather, they use a marketing campaign that
integrates print advertising, broadcast advertising, direct
mail, email broadcast campaigns, their website and much
more.
Now, the same strategy is true for you and your job search
... you want to use each and every marketing channel that
is appropriate for you. So, what are the best job search
and career marketing strategies for senior management
and executive candidates?
1. NETWORKING. There
is nothing that you can do in your job search that is
more valuable than networking. Unfortunately, it is also
the one task that almost no one wants to do. However,
if you’re truly committed to your job search and
forward career mobility, you really have no option. The
people that you know and the people that they know are,
most likely, the ones that will open the greatest number
of doors for you. Begin by making a list – a lengthy
list – of everyone you know, from people you currently
associate with professionally to managers from a decade
ago. Then contact each and every one, first by phone if
possible, then with a follow-up email or letter (including
resume), followed by another phone call. "Work"
the people you know and let their contacts "work"
for you.
2. EXECUTIVE JOB LEAD SUBSCRIPTION-ONLY SERVICES.
There are two prestigious companies in the US that offer
confidential job leads for executive candidates. These
are subscription-only services that are reasonably priced
and will open the door to thousands of unadvertised opportunities.
Both Netshare.com and Execunet.com are a must for any
serious executive search campaign. Be sure to check out
their websites for details.
3. TARGETED DIRECT MAIL CAMPAIGNS.
Remember the old days of sending hundreds of letters and
resumes to prospective employers? Well, the strategy still
works! However, it only works if the mailing is tightly
targeted to the audience that would be most interested
in a candidate with your qualifications. Targeting is
key. And, just as in years past, the strategy of mass
mailing – send out enough and something will hit
– still does NOT work. Find companies and venture
capital firms that would want someone with your professional
and industry qualifications and write to the most senior
executive in that organization. In this situation, paper
is a much more upscale presentation than an emailed document
(unless specifically requested).
4. TARGETED EMAIL BROADCAST CAMPAIGNS. The tried-and-true
concept of direct mail can work particularly well when
contacting recruiters. However, with the advent of today’s
technology, recruiters want resumes that are emailed to
them, not sent via snail mail. Because recruiters maintain
large databases of prospective candidates, if you forward
your resume electronically, it’s a quick step or
two to get you into the database (as opposed to years
past when resumes had to be individually scanned). Make
your recruiters’ lives easier and email your documents
to facilitate action.
5. PRINT ADVERTISEMENTS.
Using the help wanted section of the nation’s most
reputable newspapers still does work! Consider the Wall
Street Journal, New York Times, Atlanta Constitution,
Philadelphia Enquirer … the list goes on and on.
All too many candidates have forgotten these excellent
resources as they spend hours and hours scouring the Internet.
Whether you access these advertisements online or in the
physical newspaper, just be sure to spend some time looking
at what’s available. Don’t let a great opportunity
pass you by just because you consider newspaper advertising
to be passe. It’s not!
6. ONLINE ADVERTISEMENTS.
In addition to the major newspapers, all of which now
have online postings of their help wanted ads, there are
hundreds of websites with job postings. I DO NOT recommend
that you spend hours and hours on the Internet each day,
but a few hours a week on the major websites can uncover
some interesting and very senior-level opportunities.
Consider ChiefMonster.com, Monster.com, 6FigureJobs.com,
Headhunter.net … there are too many to list any
more. Ask your career advisor for his/her recommendations
in addition to those noted.
7. ONLINE RESUME POSTING SERVICES.
Many of the above-referenced websites, in addition to
hundreds of others, offer you the opportunity to post
your resume for review by prospective employers and recruiters.
Some charge a fee; others do not. This is a very passive
approach to job search, particularly for executives, and
not one that I recommend you invest a great deal of time
or money. However, a few postings on the major websites
can do nothing but help. The only reason you would not
want to consider a handful of these would be as a result
of confidentiality issues surrounding your search. (NOTE:
More and more websites are now offering confidential posting
services.)
If you’re a CEO, President, CFO, Director or other
senior-level executive and you rely exclusively on the
Internet for your job search, you’re short-changing
yourself. Although the Internet may hold some opportunities,
albeit they’ll be quite difficult to find, your
success will largely depend on the power and volume of
your entire integrated career marketing campaign. No single
channel works alone; it is the combination of everything
that will lead you to your next great executive opportunity.
Integrate the new with the old and you’re on your
way!
Reprinted with permission from the Career Masters Institute
(January 2002) |
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Contact me at: info@1executiveresume.com
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