July 22, 2009	Volume 9, Issue 29
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Finding Work in Tough Times:
Marketing

by Rick Brenner

We aren't accustomed to thinking of finding work in tough times as a marketing problem, but it helps. Here are some suggestions for applying marketing principles to finding work in tough times.

inding work in tough times is like marketing in an environment that's flooded with sellers. At the executive end of the job market, compensation is high enough to support professional executive placement specialists, but if you aren't one of the elite, you'll be doing your own marketing.

Here are some suggestions for positioning yourself as a superior product, reaching the buyer ahead of your competitors, creating a compelling message, and making yourself easy to find for anyone looking for someone like you.

Participate in local chapters of professional societies

Professional societies emphasize education, networking and job search services tuned to your profession. You can exchange news and techniques with colleagues. Especially valuable: leadership positions or responsibility for posting job openings.

Teach

Teaching in continuing education programs dresses your resume; keeps you fresh; and gives you networking opportunities, access to library facilities, and faculty discounts for equipment and software.

Speak

Tight budgets are compelling chapters of professional societies to favor local non-professional speakers. Extra income is unlikely, but you'll make yourself known to people who might want to hire you.

Use Google alerts

Avoid surprises in interviews by being informed about current events in your profession. And be among the first to learn of new opportunities. If you're targeting a particular company, set a Google alert related to your target. Set alerts for people you know, your target industry, yourself, and anything that appears on your resume or record, or anything anyone might ask you about. Include misspellings. Avoid surprises in interviews
by being informed about current
events in your profession

Network, network, network

Effective networking requires discipline, organization and dedication. Networking in person is best; telephone is next best. Networking through Web sites can be helpful, too. There are books and Web sites galore. And job search networking groups are almost everywhere. Search for groups in your area by modifying this example for Boston.

Get into electronic business networking

As an active electronic networker, with a presence at LinkedIn, Facebook, and Twitter you'll create a multi-media resume. You'll gain a clean, professional presence that highlights your accomplishments, capabilities and assets.

Keep submitted resumes fresh

On-line resume databases often display submission dates to employers, who sometimes interpret older dates as indicators of undesirability. Visiting your submitted resumes monthly and making slight modifications probably resets the submission date.

Publish

Publish books, scholarly articles, book reviews, or articles in trade magazines or Web sites. Regular book reviewers often get free books, and you'll be helping the world find you.

Blog or tweet

If you have useful things to say, create a blog, or tweet regularly. It's a commitment, but it can also keep you sharp and engaged, and the word will get around.

In this environment, you have to be inventive to stand out. Sending out resumes isn't enough. In May, 2009, software engineer Larry Fowler placed ads on WCRB, a Boston radio station. Whatever works. First in this series  Next in this series   Top    Next Issue

For more on finding work in tough times, see "Finding Work in Tough Times: Strategy," Point Lookout for July 8, 2009; "Finding Work in Tough Times: Infrastructure," Point Lookout for July 15, 2009; and "Finding Work in Tough Times: Communications," Point Lookout for July 29, 2009.

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More articles on Personal, Team and Organizational Effectiveness:

When Your Boss Is a Micromanager

If your boss is a micromanager, your life can be a seemingly endless misery of humiliation and frustration. Changing your boss is one possible solution, but it's unlikely to succeed. What you can do is change the way you experience the micromanagement.

Commitment Makes It Easier

When you face obstacles, sometimes the path around or through them is difficult. Committing yourself to the path lets you focus all your energy on the path you've chosen.

Discussus Interruptus

You're chairing a meeting, and to your dismay, things get out of hand. People interrupt each other so often that nobody can complete a thought, and some people dominate the meeting. What can you do?

Organizational Firefighting

Sometimes companies or projects get into trouble, and "fires" erupt one after another. When this happens, we say we're in "firefighting" mode. But it's more than a metaphor — we have a lot to learn from wildland firefighters.

Games for Meetings: Part III

We spend a lot of time and emotional energy in meetings, much of it engaged in any of dozens of ritualized games. Here's Part III of a little catalog of some of our favorites, and what we could do about them.

See also Personal, Team and Organizational Effectiveness for more related articles.

Coaching services

I offer email and telephone coaching at both corporate and individual rates. Contact me for details at rbrenner@ChacoCanyon.com or (617) 491-6289, or toll-free in the continental US at (866) 378-5470.

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Public seminars

The Race to the South Pole: Ten Lessons for Project Managers

On 14 December 1911, four men led by Roald Amundsen reached the South Pole. Thirty-five days later, Robert F. Scott and four others followed. Amundsen had won the race to the pole. Amundsen's party returned to base on 26 January 1912. Scott's party perished. As historical drama, why this happened is interesting enough, but to project managers, the story is fascinating. Lessons abound. Read more about this program. Here are some upcoming dates for this program:

• Download to
  your calendarAppleton, Wisconsin: September 13, Monthly Meeting, Northeast Wisconsin Chapter of the Project Management Institute.
   
• Download to
  your calendarWeston, Wisconsin: September 14, Monthly Meeting, Northeast Wisconsin Chapter of the Project Management Institute.
   
• Download to
  your calendarCrowne Plaza Hotel, Cromwell, CT: September 15, Monthly Meeting, Southern New England Chapter of the Project Management Institute. Register now.
   
• Download to
  your calendarFort Wayne, IN: September 22, Monthly Meeting, Northeast Indiana Chapter of the Project Management Institute. Register now.
   
• Download to
  your calendarOverland Park Convention Center, 6000 College Blvd., Overland Park, KS 66211: October 4, Professional Development Day, Kansas City Chapter of the Project Management Institute. Register now.
   
• Download to
  your calendarMITRE, in Bedford, MA: February 15, 2011, Monthly Meeting, Boston SPIN.
   

Organizational Politics for People Who Hate Politics

Have you ever felt powerless to implement an important new idea? Have you ever been "blind-sided" at a meeting? Have you ever lost two good employees because you could find no way to keep them from attacking each other? These are some of the issues of organizational politics. Many of us have become enmeshed in them from time to time, but we've also known some people who seem to be able to engage and prosper. How is that done? We'll inventory the challenges of organizational politics, and provide tools for anticipating and addressing them. The focus of this program is practical — attendees learn concrete techniques for dealing with the problems that arise in workplace politics, while keeping their integrity intact. Read more about this program. Here's an upcoming date for this program:

• Download to
  your calendarOverland Park Convention Center, 6000 College Blvd., Overland Park, KS 66211: October 5, Professional Development Day, Kansas City Chapter of the Project Management Institute. Register now.
   

Managing Virtual Teams for Real Results

Managing global or dispersed teams is challenging — miscommunications, misunderstandings, and interpersonal conflict all thrive in the typical environment of the distributed team. And they're even more common in global teams, because of time-zone offsets and language and cultural differences. We'll inventory the challenges distributed and global teams face, and provide tools for anticipating and addressing them. The focus of this program is practical — attendees will learn concrete techniques for preventing and dealing with the problems that accompany global and distributed teams. Read more about this program. Here's an upcoming date for this program:

• Download to
  your calendarPortland World Trade Center: October 18, Conference, Pacific Northwest Software Quality Conference.
   

Person-to-Person Communications: Models and Applications

When we talk, listen, send or read emails, read or write memos, or when we leave or listen to voice mail messages, we're communicating person-to-person. And whenever we communicate person-to-person, we risk being misunderstood, offending others, feeling hurt, and being confused. There are so many ways for things to go wrong that we could never learn how to fix all the problems. A more effective approach avoids problems altogether, or at least minimizes their occurrence. In this very interactive program we'll explain — and show you how to use — a model of inter-personal communications that can help you stay out of the ditch. We'll place particular emphasis on a very tricky situation — saying no to power. In those moments of intense involvement, when we're most likely to slip, you'll have a new tool to use to keep things constructive. Read more about this program. Here's an upcoming date for this program:

• Download to
  your calendarPortland World Trade Center: October 19, Conference, Pacific Northwest Software Quality Conference.
   

Person-to-Person Communication for Project Managers

When we talk, listen, send or read emails, read or write memos, or when we leave or listen to voice mail messages, we're communicating person-to-person. And whenever we communicate person-to-person, we risk being misunderstood, offending others, feeling hurt, and being confused. There are so many ways for things to go wrong that we could never learn how to fix all the problems. A more effective approach avoids problems altogether, or at least minimizes their occurrence. In this very interactive program you'll learn a model of inter-personal communications that can help you stay out of the ditch. In those moments of intense involvement, when we're most likely to slip, you'll have a new tool to use to keep things constructive. Read more about this program. Here's an upcoming date for this program:

• Download to
  your calendarMarist College, 3399 North Road, Poughkeepsie, NY 12601: October 22, Professional Development Day, Hudson Valley Chapter of the Project Management Institute.
   

The Race to the South Pole: Lessons in Risk Management for Leaders

On 14 December 1911, four men led by Roald Amundsen reached the South Pole. Thirty-five days later, Robert F. Scott and four others followed. Amundsen had won the race to the pole. Amundsen's party returned to base on 26 January 1912. Scott's party perished. As historical drama, why this happened is interesting enough. But to organizational leaders and project managers, the story is fascinating. We'll use the history of this event to explore lessons in risk management and its application to organizational efforts. A fascinating and refreshing look at risk management from the vantage point of history. Read more about this program. Here's an upcoming date for this program:

• Download to
  your calendarWherever you are: it's a teleseminar: February 2, 2011, Teleseminar, Computer Aid, Inc. (CAI).
   

The Organizational Politics of Risk Management

Organizational politics presents a risk not often accounted for by risk models. It creates one of the many components of risk management risk — the risk that the risk management process itself is inadequate. Political considerations can lead to risk products that seem acceptable but which are fatally flawed; or worse, the risk products are plainly unserviceable, but everyone chooses not to acknowledge the problem. In this program we'll examine how organizational politics influences risk management, and discuss several measures for mitigating its effects. Read more about this program. Here's an upcoming date for this program:

• Download to
  your calendarWherever you are: it's a teleseminar: September 1, 2011, Teleseminar, Computer Aid, Inc. (CAI).