Networking: Looking for Jobs in the Right Places
Maybe it's the "nice girl" syndrome again, but women often consider networking to be exploitive or manipulative. It may seem that you are "using" someone to further your own means.
Think about it. You wouldn't hesitate to ask a friend for the name of a good dentist or reputable lawyer. If you've recently hired a building contractor, scheduled an appointment with a new hairdresser, or signed your kids up for a summer camp, chances are you asked for recommendations from friends, family, acquaintances, and even friends of friends of friends. You probably network all the time and don't even realize it.
The problem, perhaps, is how you define networking. Our definition doesn't include sucking up to people you can't stand just to get an introduction to some CEO. It doesn't mean pestering strangers on the bus or shoving your business card down the throat of everyone you meet. What it does mean is simply this: You let personal and professional acquaintances know that you are looking for a job. And you ask them to alert you if they hear of any suitable openings and to give you the names of contacts that may need someone with your skills.
Networking is not a dirty word. It has to do with team playing. It is sharing important information, helping each other reach our goals. This time, you're the one asking for help; next time, you'll lend a hand. So shake off any feelings of guilt, any images of exploitation, and get out there and network!
Word-of-Mouth: Your Best Source of Job Leads
Why is networking such an effective job-search strategy? Why do we recommend it more than any other approach? Ask any salesperson. Word-of-mouth referrals are the best form of advertising. That's what you get when you network: a referral. And, in a sense, an endorsement from someone your potential employer knows and respects. The employer thinks, "Well, so-and-so thinks enough of this person to introduce her to me, so she must be worth talking to." You gain instant credibility-and often, a key to doors that otherwise might be tightly locked against job-seekers.
In addition, when you're networking, you've got a sales force behind you. There's a whole group of people out there looking for opportunities for you, recommending you to people they know. You're not alone.
Remember when we talked about how the majority of jobs are never advertised, but instead get filled by the "somebody-knows-somebody" system? You'll be surprised at how many of these "hidden" jobs you'll uncover through networking. But—and this is very important—building an effective job network requires some effort and sensitivity on your part. Although successful networking is mostly a matter of old-fashioned common sense, here are a few tips to help you get started:
- Start with people you know. Make a list of everyone you might possibly ask for job leads—friends, family, college pals, professional or social contacts, former teachers, past employers. Don't overlook anyone! You may think that your grandmother, who hasn't worked since 1949, is an unlikely source of information. But her jogging buddy's son may be a director in a corporation that has a place for you.
- Make an entry in your career file. Include the name, address, and home phone number of each of these initial contacts. If applicable, also add the contact's job title and business address and phone.
- When approaching contacts, ask: "Do you know anyone who may be looking for someone with my qualifications?"
You may not get many "yes" responses to the first question. Perhaps none of your initial contacts knows of an employer who might need your talents. But many of them are likely to answer positively to the second question and be able to give you at least a few leads—names of people who might know someone with employment opportunities. Write the names of these secondary contacts at the bottom of the initial contact's Career Card.
After talking with all of your initial contacts, you should have a decent list of secondary contacts. Great! Fill out a Career Card for each of these new people. Note on the card who gave you the contact name. You can also jot down any miscellaneous background information that your initial contact was able to provide about the individual.
4. Investigate every lead.
Now, get on the phone and follow up on these leads. (You can also approach contacts by mail, but a phone call is better. It's quicker and allows you to get an immediate response.) Always begin the conversation by mentioning the name of the person who suggested you to call. Have your Career Cards in front of you, so this information will be available. Establishing that you have a mutual acquaintance should lower the contact's professional guard and lead to a friendlier, warmer response to your inquiry. What do you say to these friends of friends? Something like this: "I'm searching for new career opportunities, and Bob thought you might have some ideas on where to look."
5. Get information interviews.
When you are referred to a contact at a company that you may be interested in joining, ask that contact if it would be possible to arrange an information interview—not a job interview. Explain to the contact that you are interested in finding out more about his or her company and department. Most people will be agreeable to this.
6. Do your research.
Before the information interview, find out everything you can about the company, its products or services, its competition, and its problems. You should be able to ask intelligent questions during your interview.
Where do you find this data? Go to the library. Read any articles that have been written about the company or its officers and review reports in business-reference guides, such as Standard & Poor's Register of Corporations, Directors, and Executives. You also can call the company directly. Ask for an annual report, a corporate brochure—what the heck, see if you can get your hands on an employee manual.
7. Conduct the interview.
Remember, this is not a job interview! You're not ready to ask for a job yet. In this scenario, you're the interviewer—not the interviewee.
In the information interview, your objective is to find out whether this employer will be a good match for you, to discover what problems you may be able to solve, and to learn whether there are any upcoming openings in your area at the company. You might want to ask about management philosophies, corporate structure or future growth plans. Of course, you should focus some of your questions specifically on the department you want to join. Draw out your contact, too, asking what he or she enjoys most about working for the company.
Don't kid yourself, though. You know damn well that the end result you are seeking is a job. (And quite frankly, the contact will assume the same.) Prepare for an information interview as if it were a job interview. Dress professionally. Conduct yourself professionally. Without forcing the conversation, try to mention an accomplishment that may be relevant to the topic of discussion. But don't just talk about yourself—remember: you're supposed to be gathering information.
8. What if you hit the jackpot?
If, oh happy day, you actually fall upon a real live job possibility during an information interview, keep your cool. Suppose, for example, that your brother-in-law's fraternity pal, who happens to be the claims adjuster at a large insurance company, has agreed to meet you for an information interview over lunch. In the middle of the main course, he mentions an upcoming opening at his firm, and says that you definitely should apply. Don't choke on your Unguini or fall to your knees in thanks.
Express your interest and ask whom you should approach regarding the job opening. If your contact just happens to be the hiring manager (my, you have been living right!), ask how you can throw your hat in the ring. Then return the focus to the purpose of your meeting: to get information. Of course, if the hiring manager wants to pursue your interest right then and there, go for it. Carpe diem, as they say.
9. Leave your resume.
At the end-not the beginning-of your meeting, give your resume to the contact. Ask that it be passed along to anyone who might be interested in your skills (better yet, bring extra copies of your resume to give to the contact). And conclude the interview by asking whether the contact knows of any other leads you should investigate.
10. Thank everyone!
After any interaction, whether it's an in-person interview or phone call, send off a brief thank-you note. Thank the contact for sharing information about the company and/or employment opportunities, say that you will stay in touch and ask to be advised if any new opportunities arise.
Don't forget to thank the person who referred you to the contact as well. While most people are happy to help out a friend, your acknowledgment will be appreciated-and remembered.
11. Keep in touch.
Touch base with your networking contacts regularly. You don't want to be a nudge, but a short phone call from time to time is helpful. If you feel uncomfortable about this, you should be able to find an excuse to call-alert the contact to an upcoming trade association meeting, pass along some news that may be useful, or express your thanks for a lead or piece of advice that proved particularly helpful. These follow-up calls will keep you in the forefront of your contacts' minds and possibly remind them of additional leads.
12. Follow up leads immediately.
Whenever a contact alerts you to a specific job opening, follow up on it immediately. When applying, introduce yourself by saying that your contact suggested that you pursue the position. Don't let hot leads get cold-the sooner you respond, the better your chances of slipping in ahead of the competition!
13. Respect your contacts.
The number-one rule of successful networking is treating all of your contacts with respect. Don't abuse connections by harassing or pestering busy people. Be sensitive of everyone's time. When you are speaking on the phone, be brief and to the point. When meeting with a contact, show up on time, and don't exceed the agreed-upon time allotment. Don't manipulate situations.
Beyond Networking: Other Job-Search Strategies
With luck-not to mention a lot of hard work on your part-your network contacts will keep your schedule buzzing with both information interviews and job interviews. But to build a broader base of job leads, you may want to explore other employment avenues as well. Let's look at three alternate routes: cold-contact campaigns, classified ads, and employment services.
Cold Contact Marketing
Sending out scores of resumes to potential employers, with no prior introduction from a networking contact, can turn up good job leads. This mass-mailing strategy (also known as "broadcast mailing") must be handled correctly, or it will be a flop.
Whether you make hundreds of these "cold-contact" inquiries-or just a few-this approach only works if you follow these three rules:
- Target your market carefully. Sending your resume only to those employers who need your skills is targeting. Don't waste your time or money selling to people who have no reason to buy.
- Contact a specific person. It's imperative that you get your resume to the person responsible for hiring decisions-not to "whomsoever it may concern."
- Personalize your inquiry. You must tailor your cover letters and your phone calls to each individual company. You must let the company know that you understand its particular needs- and show how you can meet those needs. You can't do that with a generic, one-size-fits-all approach.
Building Your Target List
How do you find out what companies are most likely to need your services? Research. Again, your public library should have many resources that will help you find likely targets for your marketing campaign.
You should be able to unearth the names and addresses of companies involved in particular industries, as well as descriptions of company products. Often, you can find out a company's annual sales figures, contact names, number of employees, and even employment qualifications. Tell the librarian what you're doing, and ask which resources will offer the best data. Also, try to get your hands on company brochures and other sales literature when preparing for your information interviews.
When evaluating your research, you may need to read between the lines to determine who is and who isn't a good prospect. What are some clues to look for? For starters, is the company growing? It may be more likely to be hiring. Does the company specialize in some area in which you have impressive expertise? It's a good bet they'll want to meet you. If the company is in bankruptcy, on the other hand, or just laid off 500 workers, you should cross it off your list!
How large should your target list be? That's entirely up to you. Obviously, the more companies you contact, the more likely you are to succeed.
What's in a Name?
In this case, everything! You must find a specific contact at each company. Otherwise, your resume is going to wind up in the wrong file, lost forever in corporate limbo or pitched in the trash can.
You need to figure out who is the most appropriate hiring manger for you to contact. If you weren't able to determine this in your previous research, you can:
- Check with your networking contacts. Do they know anyone who works at this company? Call that person and ask for the name of the hiring manager.
- Call the company directly. If you've discovered that Bader Bingo, Inc. has a growing customer service department, and you're interested in working there, call the company and ask for the name of the director of the department. Usually, a receptionist or secretary will happily give this information out. If he or she seems hesitant to help you, simply say that you have some information that may be of value to the company, and you want to make sure it gets to the right person. Remember to verify the spelling of the contact's name during your call.
Making Contact
If you've done your research properly, you should now have a good, targeted list of companies and hiring managers. Now, you have two choices: contact those hiring managers by phone or by mail. Either way, your goal is the same as when approaching networking contacts: an information interview.
- Phone prospecting. Contacting your prospects by phone is undoubtedly the best way to go. Use the same approach as you would if you were calling one of your networking leads. Introduce yourself, say that you are interested in finding out more about the contact's company and department, and ask if it would be possible to arrange an information interview. The difference, of course, is that you don't have a name of a mutual acquaintance to use as a door-opener. But if you present your request so the person doesn't feel pressured or obligated, you're likely to get a meeting.
- Mail contacts. If it's impossible for you to contact your prospects by phone, you can make your request by mail. End your inquiry letter by saying that you will call in one week to see whether the contact is agreeable to meeting with you. Don't include your resume in any correspondence yet. Save it for your information interview, as before. Be sure to call on the day you mentioned in the letter. Don't wait any longer—you want to call while your name and letter are fresh in the prospect's mind.
If a meeting isn't possible...
If you're contacting employers in another state, a face-to-face information interview may not be possible. In that case, try to conduct the interview over the phone. Then follow up by mailing your resume and thank-you letter.
What if the contact won't agree to an informational interview? Ask for the names of other people in the company you might contact and then send the first individual a thank-you note, enclosing a copy of your resume for good measure.
Turn every lead into a contact
After you've "warmed up" cold contacts, treat them as you would your networking contacts. Stay in touch with letters and phone calls to firm up the relationship. And by all means add this contact's name to your Career Card file-it just may lead you to a job down the road.
Classified ads
It may be true that only a small percentage of available jobs are advertised in the classified ads. But positions are filled this way, so there's no need to forgo this job-search route altogether. Just take steps to increase your chances of landing the job.
First, expand your definition of "want ads." Search the classified sections of trade and association journals as well as newspapers. And don't overlook the weekday newspaper editions-most people wait until Sunday to review the classifieds, meaning there may be more competition for those jobs.
When responding to an ad, don't just contact the personnel department. In addition, try to find out the name of the hiring manager, and approach that person directly as well. Use the same techniques described in the cold-contact section to track down "the name." Once you get this name, you can send the hiring manager a cover letter and resume. Your hope is that the contact will personally open your letter and be so impressed with your qualifications that he or she demands that HR schedule you for an interview immediately.
What's more likely to happen is this: The hiring manager will recognize your correspondence as a response to the ad, perhaps take a minute to review it, then pass it on to HR and ask them to follow up. This communication to HR may not be as enthusiastic as you'd hoped, but you've still increased your chances of getting an interview. Why? Simply because your name was brought to HR's attention by the hiring manager.
The back-door approach
Here's another tactic recommended by some job-search experts: To avoid the risk of getting waylaid by HR, use the "back-door" approach. Call the hiring manager and request an information interview. Whatever you do, however, don't refer to this meeting as an "interview." Your goal is to meet the decision-maker without having to go through HR-but because of company policies or politics, the individual may not be willing to meet with you if it's apparent that you actually want to apply for the job opening.
The idea, of course, is to get yourself "in the right place at the right time," subtly. What? They just happen to have an opening for someone like you? What a coincidence! Voila! You’ve just put yourself ahead of the pack, because you know the hiring manager.
Is this an ethical approach, you ask? Well, admittedly, it's a bit shy of completely honest. To avoid compromising your integrity—and coming off like a scam artist—don't try to turn the information interview into a job interview. As we recommended before, should the topic of the job opening come up during the information interview, say that you'd be interested in the position and for an opportunity to discuss it. Then continue on with your information-gathering process.
Blind Ads: In-the-Dark Responses
How do you respond to so-called "blind ads"-ads in which the hiring company is not identified? How is it possible to track down the name of the decision-maker when you're directed to send your resume to a newspaper box number? It isn't.
Most job-search experts advise you not to waste your time responding to such ads. Often, employers are merely using them to gather information on salary expectations or to gauge the quality of the candidate pool. If it is a legitimate ad, you run the risk of responding to your own company-or someone who is connected with your boss.
If you're convinced there's nothing to lose, it won't hurt to respond to an ad that seems to describe your ideal job. But don't hold your breath.
Headhunters and Other Employment Services
Headhunters, executive search firms, executive recruiters, employment consultants, and placement agencies can all play an important role in your job search. There are a number of names for businesses that assist others in finding jobs-or help businesses find qualified employees. Not all of them work the same way.
Executive Search Firms
Also known as headhunters, these firms are really working for the employer. Companies pay them to find qualified candidates for certain positions, usually at the executive or managerial level. If you register with this kind of firm, you'll be added to its data banks of available personnel, and you may very well be called if the firm feels you are a top candidate for a particular job. Try to hook up with a firm that specializes in recruiting people in your field. But understand that the search firm's main responsibility is to meet the employer's needs—not to look for suitable jobs for you.
Employment Agencies
Placement, or employment, agencies serve more as a matchmaking service-taking both employers and employees as clients. These companies are more likely to work actively on your behalf. However, use caution. While as a rule, it's the employer who pays for the agency's services, sometimes the job candidate is required to pay a fee. If you choose to work with an employment agency, make sure you find out exactly what you're getting into. Before you sign any contract or agreement, read it carefully and understand the terms.
Employment Consultants
If you find the right kind of consulting firm, you may find its services helpful in expanding your job search. But beware of offers to supply you with lists of "hidden" job opportunities for a fee. The money you pay may not be worth the assistance you receive. You probably can find the same opportunities—or even better ones—on your own.
Temporary Agencies
Temporary employment agencies can be a great place to find temporary work. Usually, the jobs these agencies fill are clerical in nature, but more and more, you can also find temporary assignments in more specialized areas, such as accounting, management consulting and the like. If your budget is running low, a temporary assignment can be just the ticket to fill the gaps. Another benefit: It's a great way to get to know employers and job contacts! Many temporary assignments lead to full-time opportunities, too.
Stay in Charge
Perhaps the biggest drawback to working with any employment service is that you may be tempted to become a passive, uninvolved job seeker. If you rely on others to do the work for you, you may find that nothing is happening. Many agencies instruct you to let them follow up on any job leads you uncover—and they may not follow up as well or as promptly as you might yourself. So even if you work with an agency or other service, you must continue to actively search out your own opportunities.
