Many job seekers make the mistake of investing too much time and energy looking for open positions on job boards; then they struggle to make their skill set match those job requirements. The reality is that only a small percentage of job seekers find positions through job boards.
A better strategy is to research companies you’re interested in and market yourself directly to the decision-makers in these companies, whether there is an open position or not. The idea is to get your foot in the door and create relationships with these decision-makers.
One way to reach these decision-makers is with a targeted direct mail campaign. By incorporating direct mail marketing into your job search plan, you can: (1) increase your chances of meeting people in a position to hire and (2) potentially shorten your search time.
Start out by analyzing the following criteria:
- What types of positions are you suited for?
- Which industries will get the most value from your skill set? Those might be the industries you wish to target.
- Which cities and states are you willing to work in?
- What size company do you want to work for? Large corporations, small, privately-held companies, or mid-sized firms?
Once you’ve determined your search parameters, you can research specific companies accordingly. For example, if you’re a financial service professional inNew York City, you can research firms that have a significant presence inManhattan.
To find company lists, check out these three free resources:
1. America‘s Career InfoNet Employer Locator: http://www.acinet.org/acinet/employerlocator/employerlocator.asp?nodeid=18
2. ReferenceUSA.com: Available in most libraries, which you can access from home using your library card and PIN number: www.referenceusa.com
3. Inc. 5000: A list of the fastest-growing privately-held companies in the U.S. Considering that large corporations are usually the first to have massive layoffs in troubled economic times, these smaller, privately-held companies will allow you to be a bigger fish in a smaller pond. http://www.inc.com/inc5000/2010/index.html
Other resources, including search engines, local newspapers, business magazines and even the Yellow Pages, can also provide valuable information about companies that meet your search criteria.
Your goal is to make a list of 75-100 target companies, then compose and mail a one-page letter of interest/inquiry to the decision-maker.
When writing your letter, be sure to:
1. Explain your reason for writing to this particular person; emphasize your research and knowledge of the company.
2. Give a brief summary of your career background. (Decide whether sending a résumé will be helpful or not.)
3. Mention your intense interest in the company and ask if they are open to having a discussion of how you can contribute now or in the future.
4. Indicate when you will call to set an appointment.
For a good presentation, be sure to print your letter on high-quality paper, and mail in a flat 9 X 12 catalog envelope. By sending a hard copy instead of an email, you’ll stand out and be more memorable to decision-makers whose inboxes are flooded with email messages.
You will probably ask, is direct mail worth the time and money? The “rule of thumb” in any direct mail marketing campaign is that you can expect a 1-3% response rate. Just remember, it only takes one good lead to turn into a potential job offer!
© 2011 Joellyn Wittenstein Schwerdlin, The Career Success Coach. All Rights Reserved. www.career-success-coach.com
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