You’ve tried your personal network, you’ve searched LinkedIn, and you still don’t have a way to get introduced to your target company. Now what?
There are a number of proactive ways to get on the radar of a target company, provided you have done your homework.
1. Twitter
If your target company is on Twitter, follow them! Look at their updates and Retweet when appropriate or (here’s where that homework comes in) Tweet about the company. Are they working on initiatives that attracted you and caused you to add them to your list? Comment about it in a Tweet.
Most companies have people monitoring their social media mentions and you may be able to start a dialogue.
2. Blog
If you are in search mode, a blog can be a great way to show your stuff. In addition to demonstrating your subject matter expertise, you can blog about your target companies.
One of my favorite examples involves a blogger acquaintance of mine who happened to be a big fan of a particular type of tea. In the course of one of his posts he mentioned a new company that was starting to import and distribute the tea in the U.S. He made a few comments about their strategy.
The company emailed him based on his comments, and he ended up running business development for the company. Total serendipity – he wasn’t even looking!
3. Write a letter
Not just any letter but one that conveys your value proposition in a way that is relevant to that company’s needs
Here’s a hint. Companies hire for one of two reasons:
- They believe you will make them money (drive revenue) or
- They believe you will save them money (increase productivity).
Articulate the appropriate one in your value proposition in a way that is relevant to what you know (homework, please) about their needs.
Put the letter in a sealed envelope and handwrite the name of the person you are trying to reach – not HR – on the envelope and drop it off at the company. The handwritten envelope will often make it past the gatekeepers.
If it’s not a local company, have the envelope express delivered.
4. Email
If you have the individual’s email address you may want to give it a try. The difficulty with this approach is that it’s so easy to hit the delete button. If you want to send an email there are a couple of points to remember:
- Keep it very brief – no attachments.
- Be sure that you make your point above the fold – i.e. in the first or second sentence.
Remember that many people will be checking email on a phone and will make the decision to keep or delete depending on what’s on that tiny screen. Make it count by engaging them enough to keep reading.
That means you focus on what’s in it for them. Demonstrate relevant value – benefits not features.
** NO RESUMES! **
Whether you are emailing or writing a letter DO NOT SEND YOUR RESUME. You are networking; you are not applying for a job.
There are times when a resume will cause the reader to tune you out, especially if you are trying to make a cold contact.
For more on this topic, I highly recommend reading “Don’t Send a Resume and Other Contrarian Rules to Help Land a Great Job” by Jeffrey J. Fox.
Bottom Line
The cornerstone of proactive job search lies in understanding your value proposition, determining who needs what you have to offer, then communicating that information directly to yoru potential target. If your network can’t help you, get creative!
© Copyright Kathy Simmons, 2012. All rights reserved. Used with permission.
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Proactive Job Search Expert Kathy Simmons is CEO of NETSHARE, the network for executives, where she sees her mission is to help NETSHARE members harness the Internet to advance their careers. Read Kathy's other musings on the NETSHARE Blog. Follow Kathy on Twitter @kathynetshare and connect with her on Linkedin linkedin.com/in/kathysimmons.
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