The Job Search Club meeting discussed outreach campaign.
Lauren: What does outreach mean exactly? Why should we conduct an outreach campaign?
Richard: Outreach means that you take the initiative to contact prospective employers, requesting a job interview. There are three major reasons for conducting an Outreach Campaign. I call them the Outreach Trilogy.
Gabrielle (indicating some concern): I'm a little intimidated by the fact that there are thousands of firms in America. How can we access them?
Richard: Gabrielle, let's see if we can come up with a list of outreach sources. Who has some ideas?
Discussing Outreach together, the membership of our JSC identified nine good sources for building an outreach list.
Hector: My question is similar to Gabrielle's. Why didn't we include Help Wanted advertisements in our list of Outreach sources?
Richard: Help Wanted ads should be put into perspective:
- Most jobs are never advertised; some authors estimate that 85 percent of all job openings are not advertised.
- Jobs that are advertised are usually for experienced hires, not recent college grads.
There are three reasons why conducting an outreach campaign makes good sense:
- You increase your options. A moderate-size recruiting program includes about 150 firms. Some colleges have more firms visiting their campuses, but many colleges have fewer. There are thousands of good firms in America. You shouldn't ignore the largest block of potential employers.
- You can tap the big market of small businesses. Many employers hire recent college grads, but don't recruit on any campus, anywhere. This is especially true of small and medium-size firms. Yet, in the aggregate, small and medium-size firms employ a large and growing section of the labor market. Why cut yourself out of an entire range of employment opportunities?
- You gain peace of mind. If you don't conduct an outreach campaign, you're likely to wonder what opportunities you missed. Initiating contacts with employers, even if they don't yield interviews or job offers, can at least add to your knowledge that you tried.
This is a summary of the sources for an outreach list identified by our Job Search Club:
- Alumni Magazine--references to "Where They Are Now"
- Alumni Mentors--available through the college
- Business stories in the general and business-oriented press
- Chambers of Commerce
- College Placement Council Annual, (a guide to employment opportunities for college graduates)
- Practicing professionals--connections from informational meetings
- Professional Associations
- Regional Business Magazines
- Specialized Career Articles
- Advertised jobs that are addressed to recent college grads are usually very low-level. In addition, jobs titled 'college graduates' or 'management trainees' are often misleading to the reader because they refer to straight-commission sales jobs.
- Applicants face lopsided odds. Jobs that are advertised tend to get a much larger response than jobs that are not advertised. The sheer volume of mailed-in resumes diminishes your chance for an interview.
Who Gets Your Letter?
Alice: Richard, so far, we've been talking mostly about sourcing the names of companies that might fit our professional goals and geographic preferences. How do we find the names of the best person to write to?
Richard: I recommend writing to the highest authority in the company who has the power to hire people in your field of interest. For example, since you're interested in public accounting, you could write to the firm's Partner-in-Charge. Hector is interested in corporate finance, so he might write to a firm's Chief Financial Officer.
David: But won't these big shots just kick our letters down to some subordinate or to personnel?
Richard: Probably, but let me tell you why I have given you this advice:
- All 'shots,' big or small, are human beings, not deities. You have every right to write to anybody you want.
- It's often easier to get the name of a high official than a lower official. Writing to the Chief Financial Officer, for example, can actually save you research time.
- Even if your letter is 'kicked down," you have lost nothing and gained something. For example, if your letter gets referred to personnel, you're no worse off than if you had written to the personnel office directly. You may be better off because your letter will come with a buck slip from the CFO or whomever. Buck slips from powerful people grab attention.
Gabrielle: Richard, I can understand writing to the highest ranking official in the functional area of interest to us. But how can we get those names?
Richard: Gabrielle, let's see what ideas your fellow members of the JSC can suggest.
Six Outreach Steps
At Bill's request, I summarized for the JSC my six outreach steps:
1. Identify the profession(s). Through your work in "Finding Out," you may have identified at least one career you want to pursue. Perhaps you identified three; that's OK. You only have a problem if the number of professions that interest you is zero or 50.
2. Identify your geographic preference. Most students prefer some area of the country over others. Typical criteria are:
Where you grew up;
Where you went to college;
Where your Significant Other lives (consider the implications of your commitment both for yourself and for the other person);
Someplace exciting, based on image (California, New York, Boston) and reputed status as a singles' heaven;
Where the jobs are, because some areas of the country are more prosperous than others at any given moment (but would you like to live there?);
3. Identify firms, using nine sources we have already identified;
4. Identify individuals, using the approach the JSC discussed earlier (we'll discuss the pragmatics shortly);
5. Send your cover letters and resumes;
6. Follow up each letter until you have a clear answer about being invited to a job interview.
Robert: There are some readily available sources in our reference room. For example, Hoover's Profiles of over 500 Major Corporations gives about two pages of information on each of the 500 firms. The information includes the names of the senior officers. It also includes good information about the firm that might help you with your cover letter. Another available source is annual reports. If the firm is publicly held, it must issue a financial summary of the year's activities. At Emeritus, we have a current file of annual reports in our reference room. Besides giving the names of the officers, the annual report gives information about the firm you could use in your cover letter. You can also call the firm and ask for the name of the Chief Financial Officer or the Director of Marketing.
Lauren: I'd like to discuss in more detail the last of the six outreach steps: Follow up. Richard, could you walk us through an example of a follow-up?
Richard: OK, Lauren; that's a good idea. But let's do a quick review of the other five steps first. Let's say you've identified Carol Jackson, Vice President of Finance, at Widget co in Memphis, Tennessee, as the person you are writing to. This assumes you have identified a profession of interest to you (step 1), identified a geographic preference (step 2), identified a firm of interest (step 3), and identified Carol as the highest ranking official in the functional area of interest to you-in this case, finance (step 4). You have modified your prototype cover letter to highlight Positive Characteristics that are of specific interest to Widget co and sent off your letter (step 5).
I suggest calling after one week. It's easier to keep track of the connection between your letters and calls in that time frame, and one week is plenty of time for your letter to arrive.
Bill: I'm trying to picture the situation. Lauren mails her letter to Carol Jackson on October 1. Now it's October 8. Lauren calls Widget co and says, 'Is my dear friend Vice President Carol Jackson in?'
Bill was making a good point in a humorous way. It's not easy to call a prospective employer under any circumstances, and calling a vice president can feel especially intimidating. But with a little preparation, you can do it.
Calling the Head Honcho
Richard: Lauren, why don't you and I role-play your call to Carol Jackson? Lauren: OK. Ding-a-ling.
[So far, just like calling a friend.] "Widget co Operator": Good morning; Widget co. Lauren: I'd like to speak with Carol Jackson, please.
[Usually, the switchboard receptionist doesn't ask too many questions.] "Secretary": Carol Jackson's office. Good morning. Lauren: I'd like to speak with Carol Jackson, please. Is she in? "Secretary": Who's calling please, and what is this in reference to? Lauren: This is Lauren Appelman. I'm following up on my letter of October 1.
"Secretary": Is this in reference to a job?
[Hint: Don't lie!] Lauren: Yes, it is. My letter to Ms. Jackson explained my interest in a finance career at Widget co. "Secretary": All correspondence of that type is referred to Dan Chaney in personnel. I'll transfer you to that office.
Time-out from the role-play-- In this scenario, Lauren didn't get a chance to speak with Carol Jackson. Should she feel discouraged? No! She is no worse off than if she had written Dan Chaney directly. Perhaps Carol Jackson's buck slip on top of Lauren's cover letter and resume will even help.
"Personnel Secretary": This is Mr. Chaney's office. Good morning. Lauren: Good morning. This is Lauren Appelman. Is Dan Chaney available? "Personnel Secretary": Is he expecting your call?
[Remember: Don't lie!] Lauren: Carol Jackson's office referred me to Mr. Chaney. "Personnel Secretary": Is this in regard to a job?
[Hint: Keep your cool. It's true you just answered that question, but you were speaking to someone else.] Lauren: Yes, it is. In my letter to Ms. Jackson, I explained my interest in building a career in finance at Widget co. "Personnel Secretary": When did you send your letter? Lauren: October 1. "Personnel Secretary": Well, we do respond to all resumes. You should be hearing from us soon.
Lauren: I understand. However, please let Mr. Chaney know that I called.
He may want to ask me a few questions about my letter to Carol Jackson. "Personnel Secretary": Do you know Ms. Jackson?
[Hint: Don't lie; but you can tell the truth in a constructive way.] Lauren: I hope you understand that I prefer not to discuss my relationship to Ms. Jackson right now.
This statement is true--and it may leave the secretary concerned about a possible connection to Carol Jackson. This increases the probability that the secretary will bring your message to Dan Chaney's attention.
What Lauren Gained
Gabrielle: That was an interesting role-play dialogue you just had with Lauren. But what did Lauren gain from it?
Richard: Gabrielle, I'd say that Lauren gained three things. First, she now knows who has her resume. Second, she has called extra attention to her resume twice: by the vice president's buck slip and by her message to Dan Chaney. Third, Lauren can benefit psychologically because she has kept the initiative in her own hands.
Bill: I'd like to ask about that third part. Is the initiative really in Lauren's hands? After all, according to the secretary, it seems Lauren will just have to wait until Dan Chaney gets back to her.
Richard: I'm glad you followed up on that point, Bill. Actually, Lauren doesn't have to just wait by her mailbox for a letter from Widget co. I suggest that Lauren call Dan Chaney again, in another week. At that time, Lauren could say something like this when she's connected to Dan Chaney's secretary: 'Good morning. This is Lauren Appelman calling, to follow up on our conversation of last week. I wonder if there have been any developments on my request for an interview.'
David: Do you think Lauren will really get an answer? Besides, if she keeps calling, won't she just irritate Dan Chaney?
Richard: You've asked two good questions, David, but they're really related. I don't know whether Lauren will get an answer. I do know that, if she calls once a week in a professional and courteous manner, she will not hurt her chances any and her expression of more-than-average interest in getting an interview may help her achieve that goal. Lauren has nothing to lose and something to gain in terms of getting an interview. Polite persistence is a no-lose approach.
When the Big Wheel Comes to the Phone
So far, the JSC had been speaking about the possibility (actually, the probability) of not being connected to the person the cover letter had been addressed to. But what if Carol Jackson or Dan Chaney answers the phone?
Alice: Richard, let's be optimistic. Let's say the vice president, Carol Jackson, does answer Lauren's call. I've never spoken to a corporate vice president. What should we say?
Richard: Alice, most people find it hard to ask a stranger for something, especially over the phone. It's even harder to speak to a person who has substantial authority.
First, you should accept the fact that you're going to be nervous. Everybody is. Second, remember that Carol Jackson is just a human being who holds an important position. She's human and you're human. Besides, you need a good job, and vice presidents need a good staff. You may really need each other.
Alice: OK; but let's say I call Widget co and Carol Jackson does answer the phone. Can we role-play that conversation?
Richard: I think that would benefit everyone.
Alice: Good morning. This is Alice Perugia. Is Carol Jackson in?
"Carol Jackson": This is Carol Jackson. May I help you?
Alice: Ms. Jackson, I wrote to you on October 1, explaining my interest in a finance career at Widget co. I hope you have received my letter.
"Carol Jackson": I'm not sure. What did your letter say?
"Semper Paratus" ("Always Be Prepared'")
Applicants should be prepared for this question. In fact, Alice has just been given a great opening. Alice can now paraphrase her letter, indicating what Alice can give Widget co and why she wants to build a career in finance there.
Alice: [Brief explanation of the second and third paragraphs of her letter.] "Carol Jackson": That sounds very interesting. Yes, I'd like to speak with you.
Applicants should be prepared for this opportunity, too, and should not hesitate to suggest a meeting time.
Alice: I plan to be in Memphis from November 4 to 6. Tuesday morning, November 5, would be best for me, but I can come on any of those three days.
"Carol Jackson": How about Wednesday, November 6, at 2:00 P.M.? [Hint: You have hooked the fish. Don't quibble about details.]
Alice: That's great, Ms. Jackson. Wednesday, November 6, at 2:00 P.M. I look forward to seeing you then.
Alice noted her interview appointment on her calendar and wrote a short letter to Carol Jackson to express her pleasure at speaking with Ms. Jackson that morning, to confirm the appointment, and to indicate that she looked forward to meeting Ms. Jackson in person.
A Note on Etiquette
Lauren: How should we be referring to and addressing the people we want to speak with?
Richard: This is what I suggest. When speaking to someone you have never actually met, be on the safe side. Ask to speak with 'Dan Chaney,' rather than 'Dan,' for example. When the person you've written to is on the phone, use 'Ms.' or 'Mr.' 'Ms. Jackson' rather than 'Carol.'
After you have met a person or during an interview, it is generally acceptable (and sometimes even preferable) to refer to the other person by his or her first name.
Logistics
Hector, our future CFO, wanted to clarify the budget items for an outreach campaign. I gave him my Outreach Logistics Planner (OLP) to examine.
Outreach Logistics Planner (OLP)
These are the elements you need to take into account in your outreach campaign.
To arrange an interview
Time: research on firms and people; massaging your cover letter and resume; placing follow-up calls.
Money: postage and phone calls.
After an interview is arranged
Time: prepare for interview; travel to and from interview site.
Money: travel expenses; wardrobe
Hector: These time-and-money items could amount to a bundle of cash. Are there any ways to save on some of these expenses?
Richard: Here are a few money-saving tips that are worth trying:
- Call the '800' information operator. Some businesses have '800' numbers available for use.
- If you need to travel,
-Try to arrange several interviews during each trip to a particular place.
-Try to stay with friends or relatives, to save hotel costs.
- Remember: Almost always, you will be responsible for travel expenses to an initial interview.
Before the meeting of the JSC adjourned, Gabrielle asked me about specialized employment agencies--headhunters, as some people call them. I strongly discourage approaching headhunters, for two reasons:
- They usually can't help you; they tend to place experienced professionals, not recent college graduates;
- Some headhunters can hurt you by deflating your self-esteem.
