Guerrilla Marking for Job Hunters 2.0 Part 34

We've already recognized that hiring managers are at risk when they hire someone. A poor hire might cost the employer money or the hiring managers their job. By using Freese's Herd Theory, you leverage both the employer's need to limit risk and to appear savvy. You highlight and emphasize what everyone else is doing. In the following message, the job hunter discretely educates an employer about the direction taken by other companies (compet.i.tors), motivating the employer to follow the herd or risk being left out:

h.e.l.lo, Mr. Perry, my name is Daniel Houle. You may recall that a few weeks back I sent you a series of white papers I auth.o.r.ed on the impact of the software-as-a-service-delivery model on traditional software vendors. As I indicated in the accompanying letter, I plan to release some complementary information to these white papers in the next 7 to 10 days. Frankly, several companies have already asked for the follow-up doc.u.mentation as well as an interview: ABC Company and DEF Inc., to name just a couple. I am following up because I have not received word from your company, and I wanted to make sure that you didn't get left out.

The last sentence of this voice mail will elicit the following reaction from the employer:

Left out of what . . . ? I better call him back if ABC Company is interviewing him already.

This is an especially effective strategy for setting meetings with senior executives. However, it will require you to actually have written the white papers and done the research work. A guerrilla would simply recycle previous work whenever possible.

The strategy comes with caveats; you'll need to have established some credibility with the prospective employer if this voice mail is to have the desired impact. Creating a bidding war without having other bidders lined up is gutsy at best and could be disastrous if you're discovered. It is best to use this tactic as part of a well-planned campaign where you have at least one initial interview scheduled.

GUERRILLA TIP.

Run through a few practice drills on undesirable companies in preparation for the big game.

GUERRILLA INTELLIGENCE.

Stay Away from the Human Resources Department Daniel Houle

Your dream job is probably the most gratifying "sale" you will ever close in your life. As in any sale, selling yourself will have nothing to do with telling them why they should hire you; remember, selling is not telling. Once you're in the interview, ask more questions and make fewer statements.

To avoid mismatching, engage the employer with:* Intriguing questions (voice mails) to elicit curiosity* Concise diagnostic questions to establish your credibility* Slightly negative questions to obtain factual and accurate information* The Herd Theory to convince prospective employers that they could ultimately be left out Stay away from the human resources department because they are paid to mismatch. Human resource people have a role similar to that of your body's natural immune system-essentially keeping out germs (bad employees) that could make the company sick. By nature, they are risk-averse, err on the side of caution, and mismatch out of habit. You have little to gain with human resource people because unless you are a human resource professional, they will not make the final hiring decisions.

Thomas Freese's book is a must-read for any sales and marketing professional who is serious about landing his or her dream job, and it won't hurt for non-salespeople to read it as well.

Daniel Houle is a successful product management and marketing executive. He may be reached at (www.danielhoule.com).

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A WAR STORY.

Deanna J. Williams Sr.

My phone rang and it was a salesperson who was pursuing me for an outside sales position I had advertised in the San Jose Mercury. San Jose Mercury. He said he wanted to see me right away. He had something to show me and he knew that once I saw it, I would be so impressed that I'd hire him on the spot. Now I was sitting there thinking this guy is pretty full of himself, but I was also impressed with his self-confidence and persistence. I explained that I had to be in a meeting in 20 minutes. He insisted he could be at my office in less than 1 minute. I protested, saying I didn't see how that was possible and that I really thought we should find a time to talk after my meeting. He kept insisting that if I would just give him a chance he promised that he could meet with me in less than 1 minute, and if I would just look out the window, I would see why. As I strained to look out the window, I saw a fellow sitting in a red Mustang, talking on his cell phone and waving at me. I had to laugh at his dogged pursuit and creativity. Yes, I did let him come in before the meeting and, yes, I did hire him. He was one of the best salespeople we ever had and one of the most creative in finding ways to open doors to potential customers. He said he wanted to see me right away. He had something to show me and he knew that once I saw it, I would be so impressed that I'd hire him on the spot. Now I was sitting there thinking this guy is pretty full of himself, but I was also impressed with his self-confidence and persistence. I explained that I had to be in a meeting in 20 minutes. He insisted he could be at my office in less than 1 minute. I protested, saying I didn't see how that was possible and that I really thought we should find a time to talk after my meeting. He kept insisting that if I would just give him a chance he promised that he could meet with me in less than 1 minute, and if I would just look out the window, I would see why. As I strained to look out the window, I saw a fellow sitting in a red Mustang, talking on his cell phone and waving at me. I had to laugh at his dogged pursuit and creativity. Yes, I did let him come in before the meeting and, yes, I did hire him. He was one of the best salespeople we ever had and one of the most creative in finding ways to open doors to potential customers.

Deanna J. Williams, contract recruiter, [email protected]

Chapter 10.

Creative Ways to Find a Job

Breakthrough Strategies

You've got to say, I think if I keep working at this and want it badly enough I can have it.

-LEE IACOCCA

Perhaps networking and warm calling aren't for you. You should add them to your mix anyway. Here are some alternative methods we've used in our Boot Camps.

BECOME THE EXPERT

You can become recognized and branded as an industry expert by writing and producing a newsletter. All you really need to do is summarize best practices-add your experience or comments-print and mail it. When you send a newsletter with topical information that's actually useful, employers may recognize your name when you telephone, making them more likely to take your call. When they in turn are looking to hire someone with your expertise, you're likely to be one of their first calls. Here are some useful guidelines: * Newsletters should be 1 to 4 pages but no longer.* Summarize lengthy pieces and refer the reader to your web site for the full text version.* You can dress up the newsletter without breaking the bank by using preprinted paper from companies like Paper Direct (paperdirect. com).

WRITE A WHITE PAPER-FOCUS ON A HOT TOPIC

This is just like producing a newsletter but you only need to do it once and you can reuse it until the topic falls out of vogue. Summarize the industry pundits and then offer your own take on it. Read up on a hot topic like VoIP [voice over Internet protocol] and write a 10- to 15-page summary linking it to your industry. A hot topic like VoIP will have effects on every industry in America, but you need to concentrate on what's important to your sector. Call some of the more quotable people you discovered during your research and interview them for your own piece. Ask them for feedback before you publish. Print and distribute it, for example: * Mail it to employers you want to work for.* Make it available electronically for e-zines.* Send it to business publications as a possible article.* Send it to trade publications relevant to the industries you have targeted for your job search.* Allow other publishers and editors to use your White Paper as long as they include your byline, e-mail address, and web site URL.

USE "THANK-YOU" NOTE ENVELOPES

Everyone's face lights up when they see one of those little envelopes that are peculiar to "thank-you" note cards-those tiny little 4 4 white envelopes with barely enough room to write a name and address on the front and a return address on the back. Fold your resume and cover letter together carefully until they fit inside and then mail it: * Don't use labels, address each one by hand.* Use this technique around any holiday-Christmas, New Year's, Fourth of July, and so on.* Use a small, tasteful stamp.* If you feel you can afford it, use a stamp with your picture on it. In Canada you can put any picture you wish on a stamp. Details on their Picture Postage program can be found at www.canadapost.ca.* To really get noticed, use a stamp with their logo on it and send them the rest of the stamps.

SEND HALF OF YOUR RESUME

First, find a company you want to work for. Write a compelling cover letter describing why you are a good fit, pointing the receiver to the enclosed curriculum vitae (CV) for further information. Don't seal the envelope and don't enclose a CV. They'll think the CV fell out in the mail. Wait for the phone to ring; speak to the hiring manager personally, engage in a conversation, and sell yourself shamelessly. (This tip comes compliments of Matt Foster, managing director, CVO Group at www.professionalpeople.com.) In addition: * Use high-quality stationery.* Make sure the letter fits snugly in the envelope so it doesn't fall out.* Ensure your phone number is on the cover letter.

SEND A LETTER STATING YOU ARE OVERQUALIFIED

Send your resume and a cover letter which states "It'll appear obvious from my resume that I'm overqualified for the job you advertised, so let me tell you why you should interview me and consider supersizing your opportunity." Write a bulleted list of 3 to 5 benefits you think they might be interested in. Close the letter saying something to the effect that "I am old enough to have already learned from my mistakes-so my experience is more cost effective than a more junior person. In a few months, or years, you'll need to send those folks to training to upgrade their knowledge, whereas I come fully equipped to do the next job, too." Then: * Point out any certificates or advanced training that you already have that someone in that job might be expected to acquire.* Show you are already qualified to do the next position too.* Point out any retraining allowances or incentives employers might be eligible for if they hire a more seasoned person.

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A WAR STORY.

Allan Zander

I was looking to get involved with a very large hospital project with the major hospitals in a large city. I knew that my working on the project would require the buy-in from the hospital chairmen. I knew they knew of me but we had never met and I needed to s.h.i.+ne above the pack. At the time, there was a serious concern in the hospitals that the executive management didn't care about the patients but cared more about the financial aspects of the hospitals, and I also knew that they tended to decorate their offices with collectible items.

I sent each chairman a big box with a note that said "My name is Allan Zander and I have been working within the healthcare market for over 6 years now in a variety of consultant capacities. I recently noticed that you enjoyed collecting rare items and I knew that you would appreciate this collectible Teddy Bear from Harrod's of London." When they opened the box, there was no bear-only another note that read "but not nearly as much as the sick children in your children's critical care unit. I have donated the bear to them in your name. If you would like to learn more about how I can help you bring new technology into your hospital while allowing you to show that you have great caring for your patients, please give me a call." They all called me and a few weeks later I was the lead healthcare consultant on a major multimillion dollar initiative.

Compliments of Allan Zander. He may be contacted at

GUERRILLA INTELLIGENCE.

Be Your Own Recruiter with E-Mail Marketing Joseph Nour

Most people think of e-mail marketing as a way for businesses to promote products or services by sending thousands of e-mails. Guerrillas understand they can use it stay in touch with prospective employers on a one-to-one basis, too. Let me give you an example.

Let's say you're a marketing professional seeking a communications director position with a growing company. In addition to your resume, you have an electronic portfolio showcasing some of the best work such as brochures, advertis.e.m.e.nts, sell sheets, and published articles. In most cases, the only chance you'll get to share your portfolio is when you get to the interview stage, but you know that if potential employers could actually see some of your work up front, your chances of quickly finding the right job would dramatically improve. E-mail marketing can provide the vehicle for you to do just that.

With e-mail marketing, you can provide your contacts with regular samples of your work through a monthly e-newsletter with Web links to published articles or to your blog. It's a great nonintrusive way to enhance your mindshare. The first step is to build your opt-in e-mail list. opt-in e-mail list. Include your professional contacts as well as recruiters and those recruitment services that your company may be using. Include your professional contacts as well as recruiters and those recruitment services that your company may be using.

A best practices e-mail marketing service should offer a host of features including:* On demand online access* Tools for helping you grow your opt-in e-mail list* Easy-to-use tools for quick e-mail campaign creation* HTML templates for newsletters, e-cards, promotions, and so on* Campaign tracking and reporting features* Automatic CAN-SPAM compliance* Image hosting for uploading captivating images to enhance your campaigns Take advantage of the metrics and tracking reports to see who opened your e-mail and the specific content they clicked. Use this information to follow up personally with those who showed a clear interest in what you have to offer.

Here are a few more useful tips to specifically aid your job search:* Keep your e-mail as short as possible.* Tease them with the e-mail message and get them to click to your resume, online portfolio, or blog-you want to hook them, NOT pitch them.* Keep it personal-use the mail merge functionality so all of your contacts receive a personally addressed e-mail. If your e-mail looks like a bulk or ma.s.s mailing, your recipient is less likely to read it or respond.* Use HTML so you can get the advantage of tracking, but keep it simple!* Spend most of the time on the top 3 inches of the e-mail; it's what they see if they are using "preview" in Outlook.* Ask them to forward the e-mail to other colleagues who may be looking for your skills.* Spend time on your subject line-legally it can't be misleading and it must reflect the contents of the e-mail, but you want to make it punchy.* Does it look like spam? Send a copy of the e-mail to yourself and see if you'd open or delete it unread.* Always use both first and last names in the "from" line-most people a.s.sume mail from Lily or Irene or any other first name only person is spam.

Attachments = viruses in my mind. I have never opened a resume from someone I didn't know that came as an attachment-EVER. If the resume wasn't in the body of the e-mail, it was an immediate delete.

Joseph Nour is CEO of Protus IT Solutions, owners of www.campaigner.com, an e-mail marketing service for small-to-medium sized businesses. Access a free trial as well as tips, webinars and other resources at www.campaigner.com.