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Career Article 134:
A Targeted Job Search Campaign
By Tamara Dowling, CPRW
Once you have defined your career goals, you can identify your target industry, job function, capacity, and location. For example, maybe you have decided you want to be a surgical nurse in an outpatient surgical center in Atlanta, Georgia. With precisely defined goals, your search will be narrow and you will have fewer opportunities. Open yourself up to work in more than one environment or capacity and your field is larger.
Here are a few ways to find prospective employers within your target range:
Industry Associations
Most associations have corporate member profiles or directories of members. You can easily locate prospects. To find an association, check out the Encyclopedia of Associations by Gale Research, Inc. You can reach Gale at 800-334-2564, or look for it at your local library. Also try these Web addresses for association listings: www.seekingsuccess.com/assoc.php3 and www.associationcentral.com.
Trade Publications
You can access trade publications online, at public libraries, or borrow recent copies from industry peers. Read these publications to learn about major employers in your field.
Business Publications
Stay current with at least one daily business journal such as The Wall Street Journal or Investor's Business Daily. Supplement that with a couple monthly business magazines. You will find information about upcoming mergers, market trends and new technologies. It helps to know what areas to pursue and what to avoid. An easy way to stay on top of the news is to set your home page to your favorite news source. Save your favorite news site and use your PDA to stay on top of news while waiting in line at the grocery store.
Chamber of Commerce
Many small businesses are members of a local Chamber of Commerce. Your local Chamber office can lead you to small businesses.
Mailing Lists of Corporations by Industry
There are many companies that specialize in producing comprehensive mailing lists of companies categorized by industry. These lists may be out of date. Before mailing your résumé verify that the contact name is current. To obtain lists, try the Direct Marketing Association at www.the-dma.org.
Career Fairs
Fairs can be especially valuable for recent college graduates and entry-level employees. It is a great opportunity to gather information, make contacts and even interview for jobs. Review our article on Career Fairs listed below for help in preparing for a fair. To find an upcoming fair, check your local news source, your Alma Mater's Web site or one of these resources: www.brassring.com/content/Events.asp or www.jobweb.com/employ/fairs/public_fairs.cfm.
Online Job Boards
There are numerous online job boards. Many of these link you directly to the corporate Web site where you can learn about the company before you apply. These are a few popular national sites: hotjobs.com, flipdog.com, monster.com and headhunter.net. Don't overlook the local job sites in your area, such as EmploymentAtlanta.com, or HoustonEmployment.com. Find sites that cater to your area by going to the search engine, google.com. Enter your city and "job postings" in the search field.
Of course, networking is one of the best ways to locate potential employers. For more information, see our article entitled How to Make Networking Work for You.
Once you have prepared a prospect list, you are ready to distribute your résumé with personalized cover letters. Here is a short list of tips to improve your personal marketing campaign.
- Always obtain a current contact name at the target company. Never write to "Sir," "Human Resources Manager," or "To Whom it May Concern." If you are unsure of a name, call their main number and ask the receptionist.
- Triple-check the spelling of company name and contact name.
- Make sure you use the accurate title for the contact to whom you are writing. What a turn-off to be addressed as Manager when you've just been promoted to Vice-President.
- Begin your email or letter with a hook. This is your attention grabber so the reader wants to finish your letter and move on to the résumé.
"In five of my six years at Wayne Communications, I have led my division in sales. Last year I broke a company record for personal sales growth, generating nearly $1 million in revenue." Wow, that's a salesperson I want to interview.
- Show off your research. Let them know why you are interested in them.
"After reading your interview in Pet Health Today magazine, I am impressed with your forward thinking regarding alternative pet care such as acupuncture."
Let them know what value you can bring to them. Add a teaser to entice them to read more in your résumé. "I have deep understanding of your market from my 8 years working in Hong Kong, as well as my Masters Degree in International Trade. I offer you these skills plus an active network on both continents."
The "close" is always tough. This is your chance for a call to action. The old phrases, "I look forward to your call..."or "Please contact me at..." get your message across that you'd like a meeting. But isn't that obvious? Why not punch it up and market yourself one more time? "I'd love the opportunity to share my ideas about how I can increase your software sales and build customer loyalty."
If you have three or four items you would like the reader to know about you, rather than have a lengthy letter, try using bullet points with brief one-line sentences or phrases.
Keep your email or cover letter concise, no longer than one page. After writing your message, read through and find ways to condense your language.
When using email, be sure to follow proper netiquette.
It is acceptable to write to more than one contact at the same firm. And, it is appropriate to send a follow up letter a couple months after your first email or letter if you received no response. Calling a week or so after you mail your email or letter is a good idea too.
A targeted, thoughtful search strategy increases your odds of getting an interview. Add diligence and persistence and you are headed for success.
Related articles:
Interviewing Guide
Career Fairs
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