A colleague of mine, let’s call him Joe, was recently laid off from his position as vice president of a large company. He wrote the world’s best accomplishment-based, reverse chronological resume. He emailed it, snail mailed it, faxed it, and FedEx’d it to every executive recruiter, investment banker, and venture capitalist he could find, and, for good measure, to 3,200 companies. He fired up his computer monitor and sent his resume off to many great databases. He responded to advertisements in newspapers, business magazines and trade publications. He diligently mined the Internet for leads. He did all of these things, and followed all the good networking guidelines, still without finding the next great position.

What went wrong?

It's time to explode the myth: A resume doesn't get you a job.

Since screeners spend as little as 5 seconds with a resume (and no more than 30), Joe’s paperwork received little attention. And, he was not getting in front of the real hiring authority.

In reviewing Joe’ materials, we discovered that his cover letter and resume were selling only previous accomplishments ... not what he is capable of and prepared to do. This boxed him into the past. He was focused on his needs and not on those of the potential employer. And, he was dealing with screeners, not with senior level decision-makers.

The traditional focus on resume writing for job hunters has diverted attention from the real, productive work of the search process....developing a targeted action plan based on establishing sound criteria and thorough research, and then working the plan.

Joe needed to establish criteria for his search, and research companies that met them: a position in a company where he could make a difference, in a location where his family would be comfortable. Armed with this information, he could then develop a genuinely effective direct mail search plan.

What are Your Criteria for Your Next Job?

Take time to think about your criteria for a new position. Evaluate your interests, personal values, and goals against your skills and experience. Without understanding your own criteria, you will be unable to make an intelligent evaluation of the opportunities that come your way. And worse, you're likely to continue to veer off-course, making bad matches, feeling dissatisfied and not knowing why.

Doing the Research

Research the companies that match your criteria, in your chosen industry and location. Today's available tools have greatly improved your ability to do extensive research quickly and easily. The Internet, libraries and their business research librarians, stock analysts, shareholder relations departments at public companies - and, your own network of business colleagues.

Your main goal is to answer two questions: one, would you like to devote five years or so of your life to this company; and two, what is the company doing or not doing that you could change and make a meaningful difference?

While reviewing each company, check to see if you know any of the executives. If so, contact them and learn all you can about the company from their perspective. There could be an unadvertised need, and your colleague can guide you (or better yet, introduce you) to the right individual. Getting into a company is much easier when you are referred by an associate, and improves the chance of an interview at the appropriate level.

Time for Action

Prepare a letter. Write a short letter, no more than three paragraphs that fit on one page, to a senior executive (that's at least one level above the person you would report to). Introduce yourself in the first paragraph, and demonstrate your specific interest in the company. In the second paragraph, tell briefly and specifically how you made a meaningful difference by solving a problem for a previous employer. The problem and the solution should have meaning to your target company in the context of their own concerns. In the last paragraph, indicate that you will call within the week to set up a meeting to discuss your mutual interests.

After the sign-off, add a PostScript in which you indicate that in your review of the company you came across a situation (name the situation) where you believe you can add value and that you would like to discuss. Do not assume there is a job opening, but that you are willing to help the addressee and his company.

You have accomplished three important things in your letter:

• You expressed your interest in the company and directed it to the right party;
• You illustrated your problem solving ability with a specific example;
• You let the reader know you had spent time studying the firm and have a sincere interest in joining.

This "target-centered marketing" approach has proven repeatedly that it will produce interest in you, generate interviews for you, and more often than not, job offers.

What's the difference in this approach compared to broadcast/direct mail resumes in a 'sawed-off shotgun' mode, and why does it work? The differences are:

You are directing all your efforts to a senior level executive, not a screener;

You have personalized your communication so that the recipient relates to you and what you're saying in a meaningful way; your genuine, thoughtful, personal message is much harder to ignore than a form letter. Your marketing letter is your first shot at being different. Standing out and not being just one of the trees in the forest.

Your efforts are highly focused: You have become very knowledgeable about the companies of interest to you. That knowledge will allow you to discuss issues more intelligently, ask more insightful questions, and do a better job of relating your transferable skills to the available position during an interview.

Remember these tips:

Send your letter to the individual one level above your apparent direct supervisor (do your research, get the name of the current incumbent, and spell the name correctly). Do NOT enclose a resume! At this point in the process, the resume is the Albatross that is used to screen you out and will increase the chance that your letter will be thrown out.

Of course, you will need a great resume to support your candidacy, and you should have several to fit different types of companies and positions. Prepare your resume to fit the job. Your resume must be super because it is the "snapshot" photo of you that you leave behind after an interview. The interviewer has only the interview experience, and your resume becomes your 'marketing brochure;' it must support the impressions received during the process. Providing your resume after initial contact gives you more control: you can now tailor it to the specific concerns of your potential employer.

Follow up on your letters within a week. If your call doesn't go through or is not returned, send the letter again. If once again there is no response, re-write your letter and send it again. Follow up in three or four days. Finally, as a last resort, send your letter by e-mail, or via FedEx. Follow up in two or three days. Let them know you are interested in joining their firm. Be persistent but don't be a pest.

Don't be defensive and take things personally. Remember, they don't know you, yet!

What happened to Joe? He regrouped and put this process to work. He decided to seek work in California, with his family's blessing. He identified 75 companies with products that fit his background. He researched each company carefully, making sure they were financially viable, and that he had obtained the proper contact name (one-level above his direct supervisor). He sent a letter to each contact individual. He received 10 replies that developed into interviews, and subsequently, four job offers. He selected what he felt was the best offer on all counts. Now, more than four years later, he remains happily employed by that firm.

Be like Joe. Know who you are interviewing with ... the company and the people.... Apply the knowledge gained in developing your target-centered marketing action plan to your networking, executive recruiter, investment banker, etc., search activities. Work your plan and you will have a successful job search.