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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