This is the final of our three-part series on Going Beyond the Resume. It is going to take you out of your comfort zone and on a limb that will scare the daylights out of you, but you cannot conduct a successful job search without it.
I know you are wondering why you should launch such a campaign. Well, the traditional way of conducting a job search is not working. For too long you have been engaged in ‘push marketing’ where you are sending resumes to every possible company and contact. But, your resume is being held up in the resume black hole and not getting to the decision maker. It’s time to engage in ‘pull marketing’ where you become a target for potential employers. Here are some reasons to embrace this concept. A personal social media job search campaign will:
(1) differentiate you from your competition – all those vying for the same position you are after.
(2) give you opportunities to engage with your target employers, connect with colleagues working in your industry, and expand your network.
(3) allow you to leverage your brand using LinkedIn, Twitter, Facebook, Google+ and other platforms where recruiters will discover you and learn about you.
If you have a LinkedIn, Twitter, Facebook or Google+ account, you already have the tools to begin. Participate in discussions on these forums where your target employers are. It is pointless to join social media groups without becoming an active participant. That’s like attending a meeting but not contributing to the discussion. Ask and answer questions, Give or request opinions on your areas of interest, create your own discussion topics or write articles that will generate conversations.
Don’t hesitate to comment on a company’s blog. Remember the story of the young man from Oregon who tried for two years to get a job at Microsoft. It wasn’t until he started to contribute to conversations on the company’s blog that they took notice and hired him 10 days after he was discovered. A well-defined social media job search strategy will help boost your reputation and have employers seeking you out than the other way around. It also helps you stand out from your competition who, in all likelihood, is spending all their time on push marketing.
Here is a simple way to start your campaign:
- Find a blog post, a tweet or an article from one of the employers you would like to work for.
- Read it thoroughly. Decide if you would like to ask a question or give your opinion about it. If someone has already made comments, engage in the dialogue to showcase your expertise.
- Don’t let it end there. Take the conversation to your preferred social media platform. Offer it as an update on LinkedIn where people in your network could ‘Like’ it, or offer their own comments. Take the discussion to one of your LinkedIn groups to garner additional exposure.
In a Fast Company Article, the writer of this tells a story of how a 16-year old high school student emailed her out of the blue, and asked to join her as a guest on her TV show. He did not send a resume, but instead included links to his website, Twitter account, Facebook page, and three relevant YouTube clips. (This kid launched his own social media campaign!). This initiative earned him an invitation to be a guest on the show. Read the kid’s story in the second paragraph of this link: Social Media Campaign