Amy Lindgren
Ready to start (or finish) your 12-week job search? In my previous two columns I discussed the importance of putting an end date on your search, and approaching it as a project, with a timeline, steps and checkpoints.
Now it’s time to outline those elements. As a reminder, the 12-week process uses a targeted methodology for directly contacting non-advertising employers to explain your interest in working for them. This concept is based on the verified (and logical) reality that most employers either don’t advertise open positions or have already selected someone despite advertising a position. To be that someone requires contacting them beforehand so they can factor you into their thinking.
Step 1 – Set the stage: This is actually a preparation step, prior to starting your 12-week count-down. For this step you need a job target, a target-appropriate résumé and a list of organizations that use people in this capacity.
• Job Target. A viable job target can’t be too broad or too specific. For example, “Something in marketing” could be anything from a researcher to an account executive. But “YouTube Strategist for XYZ Company” is definitely too narrow. If your strategy is to chase one job at a time, this will take forever.
This is better: “Social media strategist for a medium-sized hotel, arena or events center.” By identifying the type of company, this job seeker lays the foundation for contacting organizations directly. And by not narrowing it to a specific social media platform, the candidate becomes more useful to those organizations.
• Résumé. With a defined target, your résumé needs to highlight skills and experiences most employers would want in this role. Additional customizing can be handled in the cover letter: “I notice that you have a strong presence on YouTube, which is one of my specialty areas … ” Not re-targeting the résumé for each outreach will prove to be a huge time-saver.
• List of organizations. For this candidate, the list would identify hotels, arenas and event centers, along with contact information for their managers. Start with a list of 50 organizations and then fill in the data for at least five or 10 managers. This will power you through the first week of the search, letting you back-fill as you go.
Note: If this preparation takes more than two weeks, you may not be ready for your search after all. In that case, seek advice to push you past whatever obstacle is holding things up.
Step 2 – Set your pace and checkpoints: This is another pre-prep step but it goes quickly. I’ve found it effective to divide the timeline into Plan A for eight weeks and Plan B for the final four. Plan A has checkpoints at the fourth and eighth week.
In the first checkpoint, you’ll eliminate processes that aren’t producing meetings. At week eight, evaluate again: Are you getting close to something? If not, the final four weeks (Plan B) are devoted to a separate, easier job target.
By now you might know if you’ve been shooting too high, for example, leading to an adjustment for a lower role. Or, perhaps the market is tight, leading you to fall back to an earlier field or contract work. In either case, the point is clear: If you’ve been pushing hard and things aren’t working, doing more of the same isn’t the answer.
If you enter a Plan B phase, the emphasis will be on flexibility and broadening your scope, while increasing the number of contacts each week. As for pace overall, shoot for five to 10 contacts per week, with that doubling for Plan B.
Step 3 – Get started: Now the 12-week search begins in earnest. Off go your first 5-10 emails, with a pdf résumé in tow. The email itself is short: “With six years of experience, I’m interested in working for your department as a social media strategist. My résumé is attached, but my skills include … Even if you’re not currently considering a new team member now, it would be great to talk with you; I’d be interested in your perspective and perhaps your advice as I move forward in my career … ”
Does this work? Yes, believe it or not, it does. Not for everyone, not every time. But if you contact 40-80 people, you’re bound to score conversations. When this outreach is augmented with networking meetings and a word-of-mouth campaign, you’ll almost certainly have interviews by week eight. At that point you’ll have real data to drive your decisions, not a fistful of unresolved applications out in the ether. You’ll only find out by trying, so go ahead and get started.
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Amy Lindgren owns a career consulting firm in St. Paul. She can be reached at alindgren@prototypecareerservice.com.
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