creating hyperlinked and trackable resumes to improve your chances of getting hired
DESCRIPTION
Move over Black Hole! Learn How to Create A Trackable Resume… The job search process is stressful enough. Compound that with the proverbial black hole, and complete silence when you send your resume in for a position in which you are absolutely perfect! This is especially true in the interactions of executive-level career searches where your emails, calls, and meeting requests can go unanswered for what seems like eternity. In this session, we are going to introduce a simple 3-step process for leveraging Internet tools that will provide you with powerful visibility into an employer’s interest in your candidacy. Using this new, but proven methodology, we’ll teach you how to treat your candidacy like a marketing campaign. With a few simple steps, you can proactively monitor and manage the activity of your search...ultimately turning that information into relevant action and follow up.TRANSCRIPT
@chewitt | WhatDoesMarketingReallyDo.com
Combating the Hiring Black Hole
Creating a Powerfully Proactive Candidacy with Trackable
Resumes
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@chewitt | WhatDoesMarketingReallyDo.com 2Flickr: Ken Lund
Hello? Anyone?
@chewitt | WhatDoesMarketingReallyDo.com 3Flickr: @boetter
This executive recruiter just clicked
through to your LinkedIn profile. This recent network
connection read the article you sent.
You had a great lunch…but she hasn’t emailed back. However, she has clicked through to your project
example.
You haven’t heard back on a meeting time, but she just
viewed the website of your last employer
@chewitt | WhatDoesMarketingReallyDo.com
What We’re Going To Cover• What Is A Trackable Resume
– And why it is valuable• Creating A Trackable Resume
– In 3 simple steps• From Tracking to Action
– Putting information to use• Questions
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@chewitt | WhatDoesMarketingReallyDo.com
Who’s Dispensing Advice?A Little About Me• Senior Director, Marketing at Lumension• Over 14 Years in Internet and traditional
marketing• Including over 10 years of
executive/managerial leadership roles• Broad Professional Background:
– Applied leadership experience in Sales, Marketing, and IT
– Background spans Fortune 500 to entrepreneurial enterprises across a wide range of industries
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@chewitt | WhatDoesMarketingReallyDo.com
A Trackable Resume
What is it and why we should care?
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@chewitt | WhatDoesMarketingReallyDo.com
Knowing Who’s
Interested
How To Track
Data to Differentiatio
n
Links Make The Difference
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@chewitt | WhatDoesMarketingReallyDo.com
Knowing Who’s
Interested
How To Track
Data to Differentiatio
n
The Concept
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@chewitt | WhatDoesMarketingReallyDo.com
Knowing Who’s
Interested
How To Track
Data to Differentiatio
n
Process Begins With Content• Need to develop ‘linkable’ content
– Websites– Articles– Projects– Documents
• Concept also extends to other communications– Email– Cover letter
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@chewitt | WhatDoesMarketingReallyDo.com
Knowing Who’s
Interested
How To Track
Data to Differentiatio
n
Why Do We Care• Tracking clicks provides valuable
insight– Who is interested
• Where they showed interest• When they showed interest
– ‘No Clicks’ is still valuable• Optimization• Follow up opportunities
– Specific events (e.g. meeting, action, etc.)
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@chewitt | WhatDoesMarketingReallyDo.com
Knowing Who’s
Interested
How To Track
Data to Differentiatio
n
Takeaway | Inventory Clickable Content
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Personal Content• Profiles – LinkedIn, Plaxo, Industry, etc.• Relevant Material – blog, Twitter,
SlideShare, etc.
Professional Content• Employers’ websites (everyone has this
content)• Other - project websites, news articles, etc.
Reference Content• Personal – articles, features, presentations,
etc.• Topical – news articles, research, etc.
@chewitt | WhatDoesMarketingReallyDo.com
Creating a Trackable Resume
Simple steps, free tools, and tracking
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@chewitt | WhatDoesMarketingReallyDo.com
How To Track
Data to Differentiatio
n
How To Track
Knowing Who’s
Interested
Three Steps to a Tracked Resume
Generate
Shortened URL
Insert Into
Resume
Track Your
Activity
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@chewitt | WhatDoesMarketingReallyDo.com
How To Track
Data to Differentiatio
n
How To Track
Knowing Who’s
Interested
What is a Link Shortner?• Used largely in social media; Twitter/Facebook• Application that ‘shrinks’ a long URL to a
shorter, more post-friendly version:– http://www.linkedin.com/in/chewittBecomes…– http://bit.ly/deGeXE
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@chewitt | WhatDoesMarketingReallyDo.com
How To Track
Data to Differentiatio
n
How To Track
Knowing Who’s
Interested
The Collateral Benefit• Shortened URLs also track clicks• We can use this information to track
interest in your candidacy
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@chewitt | WhatDoesMarketingReallyDo.com
How To Track
Data to Differentiatio
n
How To Track
Knowing Who’s
Interested
Once Shortened Insert Into Resume
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@chewitt | WhatDoesMarketingReallyDo.com
How To Track
Data to Differentiatio
n
How To Track
Knowing Who’s
Interested
Let’s Build A Tracked Resume
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@chewitt | WhatDoesMarketingReallyDo.com
How To Track
Data to Differentiatio
n
How To Track
Knowing Who’s
Interested
Takeaway | Create A Shortner Account
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Basic Information Advanced InformationRecommende
d For:Service Cost
Public Metrics
Customizable Domain
Domain Required
Notes On Usage
bit.ly Free Yes Yes NoMost popular
serviceAnyone
goo.gl Free Yes No NoPopular with Marketers
Anyone (Gmail/Docs
Users Especially)
ShortSwitch.com Free Level No Yes YesPresident Obama
Technically Savvy
Note: complied April 2011; technologies/features/applications may change.
@chewitt | WhatDoesMarketingReallyDo.com
Turning Our Data Into Differentiation
What to do with our newfound information.
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@chewitt | WhatDoesMarketingReallyDo.com
How To Track
Data to Differentiatio
n
Knowing Who’s
Interested
Data to Different-
iation
Diligently Monitor Your Analytics• Measure
– Clicks; individual, bunches– Geographies– Interest by content– Recency
• Observable trends– Previous employer websites during
‘reference checking’ phases
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@chewitt | WhatDoesMarketingReallyDo.com
How To Track
Data to Differentiatio
n
Knowing Who’s
Interested
Data to Different-
iation
Real Time Analytics…• Allows us to react in real time!
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@chewitt | WhatDoesMarketingReallyDo.com
How To Track
Data to Differentiatio
n
Knowing Who’s
Interested
Data to Different-
iation
Clicks To Relevant Follow Up• Measured Interest
– Follow up based on stage of process• Pre-interview• Post-interview• Selection
– Targeted content with tracked links• Articles and research• Related personal examples (e.g. projects)• Industry examples
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@chewitt | WhatDoesMarketingReallyDo.com
How To Track
Data to Differentiatio
n
Knowing Who’s
Interested
Data to Different-
iation
Absence of Clicks Is Still Information• Base action on expectations and
stage of candidacy– Lack of email/Internet response may
lead to other methods of communication• May identify key decision makers,
influencers, etc.
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@chewitt | WhatDoesMarketingReallyDo.com
How To Track
Data to Differentiatio
n
Knowing Who’s
Interested
Data to Different-
iation
Final Note – Public Analytics• Most URL shorteners make your
clicks public information• Usually adding a ‘+’ to the end of
the URL• Does it matter?
– Personal decision
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@chewitt | WhatDoesMarketingReallyDo.com
Questions?
Resources:Video Tutorials
http://www.WhatDoesMarketingReallyDo.com/free-marketing-tools/creating-a-tracked-resume.html
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