Last week I was fortunate enough to be asked to speak at the first Chicago Social Media Breakfast. SMB has been in existence in other cities since 2007 but this was the first one in here in the Windy City. The event was separated into different groups with specific topics to discuss. My group was focused on social media and personal branding in regards to the job search and career advancement.

As marketers we are seeing a wholesale change in how companies engage in communication with their clients and consumers. In addition, the ways we as individuals communicate are also changing dramatically. I think for the most part marketers (especially in the last year) are really starting to grasp the enormous changes going on within their space.

What has continued to be a struggle for people is telling the difference between “blowing your horn” in regards to your talents/expertise and “communicating your passion” to a wider audience than your existing personal/professional network. The ability to help people and in turn receive recommendation has never been more important.  It’s a very organic way of self development which also can help you gain recognition and ultimately a new job, a promotion or new business for your organization.

My Top 5 Takeaways from our group discussions were:

1)      “The golden rule” treat others the way you would like to be treated. This will ultimately be something that will come back around to you.

2)      When networking on LinkedIn or other sites don’t “ask for a job” use the tools available to create awareness for your expertise to gain a larger network of targeted individuals for potential career placement and/or advancement.

3)      Use social media to create an integrated marketing campaign around a helpful blog post you have written (become a resource). This is a post I wrote describing an initiative I created here at Paladin: 

       Paladins Marketing Ninja guide: The 30 Minute Challenge

4)      Don’t close yourself off to just blogging, Facebook, Twitter and LinkedIn. One of the attendee’s was discussing his use of Tumblr something I am going to attempt to utilize.

5)      Nothing replaces face to face contact. Definitely get out from behind your computer and regularly get out to coffee meetings, association evening events and luncheons. This is a post I wrote regarding networking events in Chicago: Paladins Galaxy Guide to Networking in Chicago

 We are all hearing the constant chatter (no pun intended) around social media. Some of the discussions are valid and some of are based upon lack of understanding and experience. My recommendation is to continue to share openly with each other and pay it forward. It’s a great community we have here in Chicago and I’m excited to attend future Social Media Breakfast’s!

The old adage holds true – finding a job is like having a full-time job.

Many job seekers do very well at the basics: developing resumes, networking, writing wonderful cover letters and sending interview thank you notes. But one area often overlooked - References.

References can be a key factor in the job search process in three ways:

Starting Point: Potential references are an important networking starting point. These are individuals know your work and believe in your ability. They work in your industry. They can often be the very best lead for opportunities and intros. Also getting them involved in the process early makes them feel a part of the effort and vested in the outcome.

Supporting Evidence: References provide hiring managers the information they need to make the decision on your candidacy. A well prepped reference can advocate for you and set you apart from other candidates. This process can also set the stage for how your manager can best to manage you and what types of projects may be ideal for you.

Intelligence: Your references can provide important insights for the final phases of the interview process. Based on the questions asked, you can gain an understanding of any areas of concern or deficits you may need to address. You can also begin to sense the company’s interest level and what items you may wish to highlight. The reference taker may even tip their hand on how many other candidates are under consideration and timelines.

The following article in the Wall street Journal - Bulletproofing your References in the Hunt for a New Job is a valuable read. 

Checklist:

• Prepare your list with a host of potential references.
• Contact each and let them know the details of your job search – what you are targeting in terms of position, industry, culture, role, responsibility etc.
• Confirm that they could provide a positive reference and that you will prep them in advance regarding each role.
• Inquire about opportunities or suggestions.
• Continue to network with them and keep the apprised of your job search results so they remain involved in the process.
• In advance of having a company call them for a reference, prep them:
  • The role
  • The company
  • What elements you are trying to highlight
  • How excited and interested you are in the role and why you think you are a good fit
  • The culture of the organization and communication style of the interviewer
  • Provide a copy of your resume
  • Review any accomplishments that are relevant so the reference has them top of mind
• Follow up with the reference after the call.
• Review the questions asked.
• Look for both positive and negative directions the interviewer took during the call.
• Ask what the reference stressed and how the interview reacted to the information.
• Find out any next steps discussed or details of where the company is in the process.
• Find out if there were any “buy signals”.
• Did it sound as though the job is yours.
• Follow up with a thank you (card, email, call, flowers, lunch).
• Keep your references posted on the outcome of the job even if you do not get the position.
• If you receive the offer but decline the position – alert the references and explain your reasons.
• Once you land your new position, communicate the good news to everyone on your reference list and thank them for the role they played.
• Continue to stay in touch with your references throughout your career.  You may need them again in the future. And they may need your help as well.

Pay it forward as often as you can.

I read an article in the January issue of Marketing News, a publication of The American Marketing Association, that spoke to the 2009 marketing job market and what employers are looking for in marketing talent. To be noticed in today’s market one must be able to tailor their personal sales pitch to the potential employer’s needs. The article’s main point was how important it is to find out what makes you stand out among the many marketing candidates currently in the market for a new job. It is important to specialize rather than generalize. If you are someone that has over 10 years experience it is imperative that you update your specialty to focus on what current employers are looking for. There are three specialties that are in demand: digital marketing, multicultural marketing and viral marketing. Along with a specialized career, a good current market marketing candidate will have digital marketing experience along with a proven track record of helping employers make money in past recessions. Many employers in today’s market want marketing candidates to have direct sales and/or sale department collaboration experience.

Employers are not necessarily cutting salaries but they are cutting travel, perks and bonuses for employees. In this market be careful about having to high of expectations. To “STAND OUT FROM THE CROWD” in the 2009 marketing job market it is suggested that you:

· Demonstrate your knowledge of digital marketing

· Show you know how to do more with less in tough times

· Position yourself as a specialist, not a generalist

· Be flexible when it comes to salary and benefits

· Stay positive. No one likes to hire negative people.

Frank, John N. (2009, January). Stand Out From The Crowd:
Landing a marketing job today means touting your specialty and staying positive. Marketing News, A publication of The American Marketing Association p.22.