Job Seeker Marketing 2.0

Wendy Gloyd

Fundamental Premise of Marketing has Changed

Broadcast to many Communicate with few

© 2010 Wendy Gloyd

Outbound Marketing

•  One way: company to customer •  Broadcast •  One message to everyone

•  Interruption-based •  Company decides when to

send info •  Little or no trust

© 2010 Wendy Gloyd

Filtering Outbound Marketing

•  Phone: do not call registry, caller ID •  Direct Mail: not deliver, toss •  Email: spam filters, spam regulations

•  TV Ads: TiVo, DVR, multiple channels •  Radio Ads: satellite radio, iPods

•  Print Ads: declining publications

•  Trade Shows: declining attendance

© 2010 Wendy Gloyd

Inbound Marketing

•  Two way: company and customer •  Listen to customer •  Individualized message to customer

•  Address their specific questions/needs •  Information arrives when customer is

looking for it •  Elements of trust

© 2010 Wendy Gloyd

Inbound Marketing Reach

•  Help people find you – be searchable •  Become a recognized authority – blog,

publish, answer questions on message boards

•  Encourage word-of-mouth marketing

•  RSS syndication – get subscribers

© 2010 Wendy Gloyd

Inbound Marketing Service

•  Authenticity, not spin •  Focus on micromarket or niche •  Be a resource to your customers

•  Pay attention to complaints •  Encourage customer reviews

© 2010 Wendy Gloyd

Does this relate to job seeking?

Yes! The same basic principles apply.

You = company Employers = customers

© 2010 Wendy Gloyd

Job Seeker 1.0

•  One way: resume to employer (Print resume on special paper & mail)

•  Same message to everyone •  Interruption-based

•  No personality •  No credibility

•  No trust

© 2010 Wendy Gloyd

Filtering Job Seeker 1.0

•  Phone: caller ID, voicemail •  Direct mail: ignore paper resumes •  Email: resume ‘screening bots’ & other

filters •  Job fair: not attend •  Networking: declining

unsolicited contact

© 2010 Wendy Gloyd

Job Seeker 1.5

•  Individualized message to the employer •  Listen to employer (research them) •  Address their specific questions/needs

•  Get introduced through networking or recruiter

•  Engage in two-way conversation

•  Elements of trust

© 2010 Wendy Gloyd

Job Seeker 2.0

•  Help employer find you – be searchable •  Become a recognized authority – blog,

publish, answer questions on message boards

•  Encourage word-of-mouth networking

•  Get followers •  Consider a video

resume (Visual CV)

© 2010 Wendy Gloyd

Job Seeker 2.0 (continued)

•  Authenticity, not spin •  Focus on micromarket or niche you serve

– what you offer that others cannot •  Be a resource to your employer

•  Encourage endorsements •  Ask for feedback;

respond to it

© 2010 Wendy Gloyd

Where Social Media fits in

•  Online reputation – Google, LinkedIn, website, blogs, Twitter, Facebook –  LinkedIn profile makeover (work clothes)

–  Website about self –  Blog on an industry topics

–  Twitter – build site traffic –  Facebook (weekend clothes)

•  Get found © 2010 Wendy Gloyd

Importance of a niche

•  Compete on price – someone can always undercut you (WalMart)

•  Compete on services – others will challenge you

•  Develop or work in a niche – you will have little, if any, competition

Think of yourself as a ‘free agent’

© 2010 Wendy Gloyd

Sticking It Out

Endeavors start out fun & get difficult -  Quit often and fast -  Decide when to stick -  Watch out for cul-de-sacs

*Winners don’t work twice as hard, they stick out the dip (not many do)

*Winners seek out the dip and lean into it © 2010 Wendy Gloyd

Acknowledgements

Inbound Marketing – Brian Halligan, Dharmesh Shah The New Rules of Marketing and PR – David

Meerman Scott The Dip – Seth Godin www.ChrisBrogan.com – Chris Brogan

© 2010 Wendy Gloyd