From employer branding to individual PR, everyone loves a good thought leader. For organizations, solid digital marketing programs are chock full of articles, information, and news that give something of value to their customers. It’s the same for individuals. Maintaining a robust, enriching social media footprint allows you to be a recognized commodity and leader in your professional community. As enticing as this may be, it can be terrifying to step through the shadows and find a voice of your own. Relax–here are some tips to have you tweeting (in the right way!) sooner than you think.
Find Your Social Purpose
Before you start tweeting or Insta’ing on impulse, do some due diligence to think about what the point of your iterations will be. Here are six steps to get you started:
Find an appropriate headshot. Take a serious look at your online image as it exists today. If someone met you for the first time, would she recognize you based upon your current LinkedIn image? If your answer is “probably not,” it’s time to find a photographer and update your photo. The Muse has a great article on how to update your picture for free.
Identify your Platforms. Research various social media platforms out there and choose the top 1-3 that you feel comfortable with. It’s a good idea to think about separating church and state. You may decide to dedicate your (private) Facebook account to family updates and select Twitter (public) as a better professional platform. Don’t over extend yourself by launching your brand across 5 different tools. Choose a couple. Start small.
Make a list of what excites you in your space. Are you passionate about machine learning? Spend some time researching #hashtags resonating with your passion. Find out what the thought leaders in this space are saying and keep a digital bookmark of relevant articles that you find interesting.
You’ve Got Nothing to Say. Don’t worry about pontificating in an article or starting from scratch–think more “curating” content rather than creating content. You may be leery about putting your own opinion out there but starting off by stating what you thought was interesting about an article you read will slowly build your confidence.
Find Relevant Conferences. So what if you can’t attend personally? Go out digitally and explore national conferences related to your passion and interest and start following them. These personalized hashtags are great ways to identify influencers and figure out who to follow and where to “be” digitally.
Create your Schedule. Carve out 2 days per week that are your “research” days, and then figure out 1-2 other days a week that are your posting days. HubSpot offers great tips on best times to post so that you can maximize your voice. It can feel daunting enough to put your words out there–maximize how many people will actually see what you wrote!
Keep it Simple
Start small with building and launching your social profile–keep consistent with your purpose and voice. Try not to get bogged down and consumed with how many “Likes” you get or if a post seems to not garner much reaction. Be focused on the greater goal which is to position yourself as a Thought Leader in your space with a great voice and opinion to share. A great way to build some online karma is to re-share stories or articles that resonate with you. Authors appreciate you opening up their thoughts to your network.
Starting small will help you gain an online reputation that is clean and easy to manage and update. In today’s competitive market, being professional with something fresh and interesting to say will always help you stand out in the right way and I’m always here to help!
What would you do in your career if you weren’t afraid? Would you offer to put together a presentation for the conference? Go for that promotion? Would you take a break? What kind of noise would you make?
You can make noise in your career even if you’re happy with your current job or situation. We all have career goals and dreams–some of them are too foreboding to even think about. But what if you did think about it? What if?
Realize Your Blue Sky
Putting a plan in place empowers you to make decisions you never thought possible. Sometimes we have time to think about taking a risk and other times it’s not a choice. Spending thoughtful time in the background of your career pondering “what if” scenarios allows you to blue sky a pipe dream and be prepared for both the expected and unexpected.
Earlier this summer, after over 8 years with WunderLand, I decided to give my own fantasy a try. When our youngest child was just a baby I pondered what it would be like to quit my job and spend focused time with my children. I remember zooming years forward on my calendar, mathematically calculating just when exactly we’d be done paying for daycare and set the date of May, 2019 for my break.
For years the idea of quitting my job was a fantasy. My pie in the sky idea. I never gave myself credit that I could actually make it work. I put off sitting down to do the hard work, figuring there was no way I could make it work or pull it off. I resigned myself to thinking it would never be possible. It’s easier to procrastinate than it is to be proactive but as the years marched forward and our children got older I knew that I would regret not taking my risk. So I sat down, looked the good and bad of my intention in the eyes, and put together a plan.
Planning Cancels Self Doubt
The extent of your risk doesn’t matter. Whether it’s finding a new role or taking a career break, devising a plan ensures confidence and trust in your steps forward. A solid plan should cover:
Developing your story
There were many uncomfortable evenings spent hunched over my glowing laptop, trying to figure out how to re-orchestrate our budget to make my risk a financial possibility. Just opening our budget in Excel was scary. Each time I sat down to look at the numbers, I was overcome with doubt. I doubted my ability to land another job after taking a break. I would wake up at 2:00 in the morning thinking what am I doing to our financial house? But I spent the time to figure out what to cut, how to save, and determined what I needed to do (and what the timeline was to do it) to earn enough to make it possible. Leaning on my plan gave me confidence.
Taking a risk while knowing your financial bottom line is empowering. The very thought of salary negotiations can be enough to simply decide to stay put or not make a change. Knowing how much you need to earn is an awesome, powerful piece of information. Familiarizing yourself to what your bottom line number is opens you up to consider jobs in a new field or completely different area of your expertise. This knowledge allows you to decide what level risk is appropriate for your situation.
Tendering my resignation was my first out of body experience. I actually looked down and saw myself as I walked to close the door to speak with my manager privately and saw the words tumbling out…a live stream of a well-planned and executed departure script. I wondered if it was possible to shove all those tumbling words back inside. “Quitting” seemed like a forever sentence until I realized that I had a plan and tendering my notice was simply the start.
Determining your timeline isn’t just figuring out when you’re going to make the move, but it’s figuring out how long you’ll plan on taking the risk. Perhaps there’s a chunk of time that you feel comfortable devoting to your goal. Move forward in your calendar and determine not just the date you’re making the decision but for how long you believe you might need to accomplish your intention. Whether it’s starting a search, preparing for a career elevation, or deciding to take a break, figuring out your date and timeline will help you hold yourself to your goal.
I made my career jump with the intentions of spearheading carpools (minus checking my work email at the same time) and taking care of my children. What I didn’t foresee was how to answer questions about why I left my job or explain it to others.
Take some time to write out what you’re doing and why…and then tuck that away somewhere to remind yourself when you feel nervous or unsure of your decision. I love to make lists and one my favorites so far is what I accomplished during this summer with my children. I listed all the camp drop offs I shuttled, the day we toured an Amazon Fulfillment Center (which I highly recommend!), and even jotted down the dates where we did nothing at all. Making a list of your story reminds you of why you made your decision and what you accomplished along the way.
Your Risk is Your Reward
I found peacefulness and confidence through taking a risk by following my plan. Yes, it’s scary to not have a “known.” I’m pulling on reserves (both financial and mental strength) to trust in myself and find courage to discover. And discovering is exciting because it isn’t a bounty of happy but a map of unknown that for the first time I’m giving myself permission to wander and pursue.
I am enjoying less insane mornings getting the kids out the door, volunteering for after school activity carpooling, and squeezing in our evening walks as the sun sets earlier. I feel summer winding down which coincides with my plan telling me to think about what’s next. I might have time before summer slips away to encourage our 6 year old to give up her training wheels. In many ways, I feel like I just shed my own. I’m a little wobbly but trusting in my plan. What would you do if you could do anything? Having a plan helps you realize you can. And I’m always here to help.
A little over 8 years ago, I walked through the doors of WunderLand. Back then, WunderLand was a hungry, one-and-a-half year old start-up with a hand-crafted team of folks whose mission was simple yet fierce: provide the service of staffing in the manner of how we’d like to be treated, ourselves, as individuals. WunderLand’s green and white cheery logo in their temporary office space breathed ambition alongside the founding team’s mighty desire to hold true to treating others how we want to be treated. The afternoon of my interview I wanted to just set my bag down and start working: I accepted the job immediately. When you find the right role you simply feel it and it’s infectious across both sides. I speak with many people who are equally eager to dig in and get settled but despite today’s booming staffing climate, they simply can’t find a job.
Where Are All the Jobs?
Despite the low unemployment rate and all the boisterous chatter of how great the job market is, senior through executive-level candidates call me routinely feeling stuck in an extended search, struggling to find the right next job. These folks are frustrated hearing how wonderful the economy is yet the right opportunity seems impossible to find. They apply to numerous job postings but they never hear back. They get wrapped in a multi-week interviewing cycle that ends up with a corporate restructure bringing them back to Square One. They fall into a nebulous black hole. When these candidates finally do hear back for a role they applied to, the position isn’t as exciting or the pay is completely off base. Things aren’t matching up and they are quickly losing patience.
Patience and Trust
You are not the only one going through this. Searches are lasting a long time and there are more people stuck than you think. Patience and trust are two very important hallmarks to persevere through an extended job search.
As we progress along our path, our careers and job searches become more complicated. Our household budgets may increase while our need for flexibility grows…our careers become more robust and high-level. There simply are fewer higher-level roles making these desirable jobs more in demand which leads to a longer, more complicated search. Extended searches are emotionally taxing so here are some tips to maintain your positivity:
Define your individual contributions. How have you positively impacted an organization’s bottom line? What were the numbers and analytics behind your work? What makes you unique? Jot down your successes on notes and stick them all around your office…surrounding yourself with Post-Its of your achievements and successes will help keep you focused on your unique and valuable qualities during an isolating search.
Take stock of your personal evolution. Think about who you’ve become during your tenure and try to sort out what really matters to you right now. We can get stuck in a career track that can suddenly, and sometimes without warning, cause us to pause and take a look at winging it and going in a different direction. Yes it’s scary to look toward that unknown but staring into that void can open up amazing possibilities.
Stay in communication. Get out and meet people, call your connections to talk, keep in communication.
Trust yourself. The right role does come along. It will be scary and it will be frustrating when you see or read about others’ career successes while you feel stuck but keep focused on what you and you alone offer.
This year marks my 15th year within the recruiting and staffing industry. These years have afford me the great honor of helping companies and individuals through complex hiring and career decisions. It’s impossible to not be inspired by those who take the jump and go in a new path—or push through a grinding search to find just the right role. The best guiding lesson I’ve learned during these 15 years is the insight to see that the right person lands the right job. Allow yourself patience and trust. Meanwhile, I’m always here to help.
I’m at the quarter-mark in reaching my goal to swing through the trees this summer with my girls. Making time to train and work out seemed impossible a few weeks ago–now, I can’t imagine not making the time to focus. I am carving the time for me and my goal, one rep at a time.
Sure, doubt constantly creeps into my mind warning me that the trees will be too far apart or the rope will be too high for me to reach. Who do I think I am, now, to start this process? I shush the voice and instead reflect on every candidate I’ve worked with and watched traverse their own Career Playing Field. The folks who landed the raise, coveted title, and growth they deserved–they achieved those goals by defying the negative voice. They focused and took a jump. They left comfortable, tenured jobs for a risk. They stayed up late and plodded through the intimidation of updating a resume. They swore at their computer as they forced themselves to grind through coding their own website.
So each week I step forward toward my own goal. To every person who goes out on a limb applying for that next level job, who sits in a waiting room waiting for the interview to begin, and then chooses to accept the next thing, cheers to taking ownership and control.
Next steps can be scary but they all start the same. One action at a time. Plan a date, set your calendar, and watch how awesome you are at carving your new path. Believe in your ideas–you have the courage to make those ideas your reality.
The start of the New Year is exciting–it’s a fresh start, a blank calendar, a new page. For some people it’s hitting the gym. I am part of this group of people–the New Year, New Work Out folk. Santa brought our two girls a backyard obstacle course and I’m committing myself to being able to scale the rope that will be hanging in between our two very old and (hopefully) very sturdy maple trees. When I watched our girls unwrap that gift I could see their minds spinning, imagining themselves propelling across the trees to make it to the other side. In that moment I knew for sure that I didn’t want to be watching from the ground, looking up, and wondering how it felt to be suspended by your own strength. So, I’m going to work to get myself across those trees.
Some of us may be facing obstacles: a job that doesn’t fit right, unemployment checks not covering the mortgage, or feeling stuck and not knowing how to take a next step. While you watch your LinkedIn Feed ripe with So-and-So’s New Opportunity it’s important to stay focused on who you are and what you contribute to the world around you so that you can stay focused on your next step. Look beyond the job to the ways that you impact your community, friendships, and family. Make a list of these contributions and tuck that list away in a place that you carry with you every day. Becoming intimately familiar with your impact on the world will carry you through uncertainty.
Stick with your plan–even if you are not quite sure what that plan is. Find a goal that resonates with you inside or outside of work and set a small plan to achieve it. I’ll report back at the end of August to see if my plan carried me through the trees. Let’s rally each other to help us achieve what we’ve each set forth…professionally and personally. Here’s to a fantastic year.
On November 18 I had the privilege of delivering a presentation on Hiring Marketing Trends at the Chicago AMA’s Career Smart event. I spoke alongside Gibraltar Business Capital’s SVP of Marketing and Operations, Jess Moyer. Below is a recap of our presentation including the resources that we shared. The Chicago AMA provides wonderful resources and is an excellent source of high quality networking and education. We were honored to be a part of this fabulous evening!
The noise regarding today’s job market is unavoidable—you can’t go anywhere without hearing about how low unemployment is. With all this noise you may wonder: How can I hire with all this competition—or you may think—if there’s so much opportunity why aren’t people beating down my door with job offers? It’s critical that you learn how to Stand Out…in the right way.
Defining Your Need
For Hiring Managers, how you define your candidate need as an organization, how you approach going to market to recruit for that person, and what your interview process is like are critical discussions to be having well before going to market for a candidate. If a candidate is interviewing or exploring an offer with your organization, they are absolutely exploring other jobs with other companies.
Let’s look at the noise and competition on the job boards this year compared to last year:
With so much competition, it’s imperative that an organization sell their company and role to prospective employees.
Selling “The Why” and Be Organized
There is no such thing as a passive candidate. Once a candidate is contacted about an opportunity, that person is officially on the market…and with a market like today’s you cannot waste time. Candidates want a smooth interview process, career trajectory, and solid benefits.
Candidates can sense a messy environment a mile away…and a disjointed, over-extended, multi-step interview process will quickly turn a candidate off. One of the best things you can do to ensure a smooth hiring process is identify your 3-5 non-negotiable candidate requirements. Sit down and come up with your laundry list that you’re looking for…go ahead, get it alllll out there. And then edit it 35 times with all the people who are making the hiring decision and in agreement with the top 3-5 qualities you want this person to possess to make your life easier.
When I meet with clients to discuss an open role, I love to ask them the fun parts of the conversation: the why parts. Why are you here? Why do you stay? Why has your longest tenured employee stayed? Why this company? It’s critical for organizations to be compelling and sell who they are to sought-after candidates.
Be open-minded to candidates who demonstrate having the aptitude to grow with your company. Pay attention to why they made jumps in their career, not how many. Think about how they approached the interview itself when you’re thinking about the candidate as a full package. Were they polished and prepared? Did they bring ideas? Waiting for the “Perfect Fit” who checks off all the boxes signals that you’re not really ready to hire—and puts your time to getting the candidate who can truly help you advance your strategies in the chair that much further down the road.
On the candidate side, you’ve got thousands of job postings to pursue so stay away from laundry lists! Gravitate your search toward postings that brag about the benefits, show you a path, and give you a feel that the organization is concerned about your growth with their company. Checkboxes, exclusionary postings, you’ve got your choice so keep going. At the same time, know what the market is looking for and know how to apply those needs to how you sell yourself.
What the Market Wants
This list of “Top Requested Hard Skills” over the past year demonstrates that skills that add to the bottom line of a company are truly in demand: business development, analytics, selling techniques, digital marketing, and customer relationship management.
More companies than ever have come to me asking for marketing directors and managers who can re-strategize their efforts. As a candidate, always think about how the work you do improves the bottom line for an organization. Whether it’s driving membership increases for an association or introducing new, digitized marketing initiatives for a legacy organization, always be thinking about how you can translate how you move the needle into your resume and LinkedIn profile.
Companies are coming to us more often for go-to-market strategies in efforts to stay ahead of the competition. Many hiring managers over the past year have specified wanting to see candidates who are keeping up with the trends and can anticipate what’s next.
Defining Culture Fit
Culture fit ranks high up there with the “Reason for Rejection.” It’s a lovely grey area. Well, yes, this person can define a marketing plan on a limited budget, they are HubSpot certified, and yes, they can code emails…but the culture fit is missing. How are you as a hiring manager effectively assessing culture fit during the interview process?
I went to lunch with a friend of mine who leads marketing and operational success for a SaaS organization here in Chicago. She shared with me a great series of questions she asks candidates to help her successfully vet for culture. These questions help develop themes and consistencies across a candidate’s background. Themes that form synchronicity with your brand and beliefs can turn a “not-perfect fit” from a skills perspective into a candidate with the right aptitude to be a great hire.
These questions start with the very first experience listed in the candidate’s resume. The answers candidates give to these questions are very telling and can paint a pretty descriptive picture of the accomplishments this person is capable of achieving with your organization.
On the candidate side, these questions are a great way for you to prepare talking points for all of the work that you’ve done for your organization. Taking time to walk through your background and asking yourself these questions prepares you for sitting across the table from a hiring manager and showing them concrete examples of how you moved the needle, thought outside the box, or implemented cost-savings for an organization…and if a company isn’t asking these questions then that’s certainly indicative of their culture.
Top Hiring Industries
Market trends show us that there’s been a large uptick in roles in manufacturing and a decrease in roles in the retail sector. With the loss of marketing positions with major retailers including Sears and Claire’s here in Chicago this certainly isn’t a surprise. Many times I speak with marketing directors and managers who have devoted a significant portion of their careers to a specific field, say the association or retail world, and wonder how they can translate this experience to an area of industry that is experiencing growth.
Think about how you can lift your marketing work and the results it obtained out of the industry you have been in. Focus on the impacts your work made on the bottom line of an organization or increased membership. Consider adding case studies to the body of your resume and LinkedIn profile.
2018 Marketing Career Resources
So how do you build a more organized interviewing process, close skills gaps, and find sources of inspiration? Here are some excellent career resources including books, blogs, continuing educational suggestions, and networking groups! I look forward to next year’s recap and findings! I’d love to hear from you–WunderLand is always here to support you in hiring or with your career development.
“What Got You Here, Won’t Get You There” by Marshall Goldsmith
“The Unwritten Rules of the Highly Effective Job Search” by Orville Pierson
“Epic Content Marketing” by Joe Pulizzi
“Creative Conspiracy” by Leigh Thompson
“Who Gets Promoted Who Doesn’t and Why” by Donald Asher
Chicago’s American Marketing Association continuously offers high quality, valuable networking and enriching events for both job seekers and hiring managers within the marketing space. Their Career Smart events are no exception! I’m excited to be speaking at their upcoming Career Smart event taking place this Thursday, November 15.
2018’s job market is super competitive for both job seekers and hiring manager searchers. Whether you’re hiring for critical positions in the midst of the lowest unemployment yet–or thinking of launching a job search of your own, come join me in learning about effective tips, helpful trends, and valuable resources to help you stand out. I’ll be speaking with Jess Moyer, SVP of Marketing and Operations at Gibraltar Business Capital. Jess brings a fantastic career leading marketing initiatives from both large-scale organizations and mid-sized companies in the financial sector.
The event is at the IIT Stuart School of Business at 565 W. Adams on Thursday, November 15, starting at 5:30 PM. Members of the AMA can register for free and there is a charge of $50 for non-members. I’d love to see you there! More details can be found on the AMA Career Smart website.