Job Search Strategy 5/6: Network for Referrals & Recommendations

Some time ago, I began a 6-part series on the strategies, or sources of new jobs for you. Recapping, we left off with:

1. Getting Moved Internally
2. The Job Posting Route
3. Getting Called
4. Market Yourself to Target Companies

So, what is #5? Networking of course. Getting referred. Recommended. Sourcing your way into companies via relationships.

This is almost so obvious, that I hesitate to write about it. But, it is that important. Of all the channels to obtain jobs, the most effective is via networks. That's the way it works.

I once read in one of those men's fitness magazines that you can't call a workout complete without having worked on your abs. No abs, not a real workout.

Well, in my opinion, networking, relationship building and targeted efforts to reach and establish a connection with key people are the "abs" of the job search process. If it is not already a part of who you are and how you operate, you are likely resisting this avenue.

Don't.

Do you know that you could literally build your whole career on this skill? (Not to mention how important it is for doing business.)

There are two basic ways.

1. Incoming referrals. When you have planted the seeds, and tended the garden, you will be able to eat. Over and over again. I wrote about this in Getting Called, and will not repeat myself here.

2. Outgoing...building and working your network. This is the real guts of it. Marketing yourself to people you know, people they know, and the people you want to know.

Of course, being effective at this strategy isn't about what, but about the how. Sending an email blast to your friends and family when you are in need of work is all well and good, but very rarely will it produce the desired result.

a.) One approach is to network your way into target companies and I wrote about this in Market Yourself to Target Companies.

b.) Truly working the network means understanding what you offer, what you want, and where you fit, and then having focused conversations / communications / touchpoints with the people you know. They go something like this:
* This is what I have been doing and this is what I have achieved
* This is what I want to do next, this is where I am going
* This is what I can offer
* I would value your feedback (listen)
* The kinds of organizations I am targeting are ________ or the kinds of opportunities I am best suited for are_______
* Do you know anyone at Company X, or Industry X, or do you know anyone working in the field?
* Who is doing interesting work in this area? Which companies, which people?
* Etc.

You get the picture. Notice how this approach is far removed from "I am on the job market. If you know anyone who is hiring, can you please pass on my resume."

c.) Purposefully targeting individuals in your target field or industry is a highly effective activity. You can do this via referral, or you can go direct. When direct, it really helps to have mutual touch points that you can refer to.
* I notice you worked at Company X. The company I was with did business with you.
* We share a lot of the same contacts.
* I am a fellow member of the ________ Association.
* I have been following your articles / or have been a reader of your blog, or.. (i.e. you have taken the time to do homework on this person)
*...You get the idea.

The trick with this technique, and I am telling you it can be hugely effective, is to be clear that you have value to offer. That organizations generally are always interested in quality talent. And, if you are focused, and "invested" in your target market, you can do well.

You can take the approach that you are looking for your next opportunity. Or you can approach based on a desire to know the person. Or, you can approach based on seeking out industry information - not the basic kind, but around what you want to do and where the movement is. Or, perhaps you are in a position to make a connection for them that would be valuable. Or...

Again, you get the idea.

TIP: If you haven't realized it yet, this approach, when done successfully, is a side-door to the recruiting process. Why?

1. Companies can be inundated with unqualified resumes. A qualified referral can go to the head of the line.
2. The quality of the referral conveys status to you.
3. Often, the referral provides you with the opportunity to meet the decision maker, an opportunity not provided to the majority of job applicants.
4. Often, you end up being a candidate for an opportunity that hasn't been released yet. In other words, the short-list for the job is very short indeed.
5. Jobs often get shaped at an early stage, and might be shaped to take the most advantage of your offering. Pretty cool.

All in all, it sounds like a worthwhile use of your time.

References

Heath Row at the Fast Company Blog picks up the torch on the ongoing issue of references and the increasing reluctance of employers to provide them.

If the subject interests you, read my recent post...A Brief Guide to Personal References. Legal issues, or not, you must earn, nurture, and call upon your references as you develop your career.

A Brief Guide to Personal References

As part of the consulting I do, I have occasion to do or commission personal reference checking on candidates. In the last several months, I have run into a number of situations any job seeker should try to avoid.

The Setup

A very aggressive and seemingly capable candidate promptly provided me with a list of references at my request. As I made the calls and received rave reviews on the candidate, I started to get a sinking feeling. The responses were too uniform, the praise too glowing. There were no negatives. I was quite certain I had been set up and felt the references had been coached on what to say.

The Stale

In another case, a candidate gave me three references: one representing a recent consulting client and the other two going back five years to an employer. All three references were positive. I had no reason to doubt the candidate's character, but the two references from the previous employer could not recall specific examples or details. They were trying to be helpful, but in the end, weren't doing a great service to the candidate -- their experience with him was too stale.

The Unavailable

During the summer, there was a candidate I was very enthused about. She had worked for one employer for several years, and it was really her only relevant professional reference. However, the company had a policy of not giving subjective references. Not only was the reference hard to reach, but she also couldn't tell me anything of real value. I wanted to push this candidate forward but couldn?t without solid information from the reference.

Choosing your references is one of those career-management tasks that doesn't take a lot of time to do well, but it pays off hugely.

Why Employers Want References

All referencing is based on one premise: Past behavior and performance is the best predictor of future behavior and performance. When employers check references, they are hoping to verify and learn more about the following:

1. You are who you say you are.

2. You worked where you say you worked, have the qualifications you say you have, etc.

3. Your character, trustworthiness, reputation and credibility.

4. How you have performed and what you have accomplished, including specific examples.

5. Proof of relevant experience with specific examples.

6. Proof of relevant skills.

7. Your management and interpersonal style.

8. Whether you are fit for the hiring company, team or specific manager.

9. Warning flags, like inconsistencies, where different people say conflicting things about you.

10. Lessons for how to best manage you when you join the team.

Establish a Sound Referencing Strategy

Knowing how prospective employers will use references is key to choosing them wisely. Try these 13 guidelines so the references you provide will do their job to help you secure a position.

1. Create a list of quality references.

2. Demonstrate that you have nothing to hide and are comfortable about your past work experience.

3. Make it easy for the person checking your references.

4. Be sure your reference list is up to date, including all contact information.

5. Regularly maintain the relationship with each of your references.

6. Have at least two references who are eager to talk honestly and enthusiastically about you.

7. Include at least one reference from a superior, preferably one from each job you've held.

8. At least two of your references should be peers.

9. Include at least one subordinate reference, if applicable.

10. Have at least one written testimonial from a delighted customer or employer.

11. Have a back-up reference list, including a manager, peer, subordinate, and customer or supplier, should you be asked for more.

12. If you are currently employed when the reference checking takes place, be clear who the prospective employer can and can't call for reasons of confidentiality.

13. Notify your references that they will be receiving a call and identify the person calling. If possible, relate the nature of the position to them. Those who care about your career are going to be more valuable to you when they can speak about their knowledge of you in relation to a specific opportunity.

Contact me to discuss moving your career forward.

Job Search Tune - Up

1.WORK ON YOUR RESUME
Most people work on their resumes only when forced to. Make the time now to update first your resume data. Second, try and capture your projects and accomplishments since the last time you did this. Don't make a huge production of it. Just get it done.

2.ASSESS YOUR SITUATION
What is the state of your industry, organization, and your position today? DO NOT automatically assume that you are immune to unpleasant or surprise changes. What can and should you do about it?

3.WRITE YOUR BIO
Writing your one-page bio is a hugely valuable exercise. Here's why. A good bio pulls everything you've done to describe WHO you are and WHAT you are about in a consistent theme. The act of writing it makes you much more self-aware about your career, which helps in your planning. A bio is another tool you can use to market your personal brand. You can readily send it to someone as an introduction to yourself without sending the signals that accompany a resume. Traditionally, bio's have been reserved for the very senior and for public speakers. Ignore that. Write your bio. Have fun with it. And, learn. (Hint: A great way of thinking about life chapters and what's next.)

4.POST YOUR RESUME / ENLIST JOB SEARCH AGENTS
Basically, most job boards allow you to apply for jobs posted by employers, post your resume to a resume database searchable by paying employers, program automated agents to notify you of matching jobs, and access career-related content.

If you are already signed up on one or more job board sites, update your data following the work you just did on your resume. Most job boards display resume search results for recruiters based on most new or recently updated date. This has the added benefit of moving your resume up on results list.

If you haven't, you should consider it. Most job boards allow you to post anonymously if you wish.
At a minimum, create career opportunity alerts or job search agents. You create and save a set of criteria that matches your interests and the job board periodically emails you either a list of matching jobs posted on their site or emails you a link to their site when the jobs become available. If and when something catches your interest, then you can choose to act on it.

5.CULTIVATE YOUR REFERENCES
Good references will probably be there for you when you need them, but it is wise to not take them for granted. Renew your list. Make sure you have their up to date contact information. Re-acquaint, if appropriate. Can you help them with something? Remember, that you will need some of them 10+ years from now.

6.CULTIVATE YOUR POWER NETWORK
The best time to get a loan from the bank is when you don't need the money. Work on those relationships in a mutually beneficial way.

7.CULTIVATE THE RIGHT RECRUITERS
At a later date, I will write about the art of working with recruiters. For now, understand that the world is full of good and bad recruiters. Developing a relationship with the good ones is a very smart career move indeed. Putting aside their obvious access to interesting jobs, they can provide rare market data and feedback. Moreover, as true people & relationship collectors, smart recruiters can be an awesome source of introductions into new, interesting and powerful circles. I will discuss this more at a later date.

8.LOGISTICS
Use a private email address for this kind of correspondence. Save your resume, bio, reference document and others in an easily accessible, secure e-folder. Have them in multiple formats (Word or WP, text, and html) so that you aren't forced to convert at the last minute.