Aiming at the wrong targets

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piersonIn his book that defines the job search methodology, most commonly used among those with whom I network, Orville Pierson recommends defining a) a target market and b) a list of companies to target in that market. The market is defined by your qualifications, experience, passions and desires, preferred work ecosystem, and geography. At each networking meeting, the participants pass around handbills with a list of their target companies.

Pierson has it right. You have to have some idea of where to focus your search or you’ll just find yourself trusting to luck and the kindness of strangers. Each of us, with his or her list of target companies, uses the list to focus our search and tell those in our networks how they can help us just as they are telling us how we can help them.

I go to a fair number of networking events and something about this has been bothering me. The reason for this posting is to try to think this through.

I’m not sure what to name the problem. Maybe it’s regression to the mean, the power of brands, or the comfort of the herd. The result is that target lists are strikingly the same, from person to person. I collected 8 handbills with target lists at a networking meeting yesterday. A supermajoritiy of them listed Allstate, McDonalds, Walgreens, Sears, Abbott, JP Morgan Chase, and Boeing. This is consistent with the handbills and discussions at other networking events. Whatever the principal operating here, these obvious targets eclipse many other opportunities.

I read that small businesses lead the economy and will create the workforce expansion to end the current employment crisis. If so, that’s the market to target. The problem is that it’s a hard place to research. The companies aren’t going to be Crain’s Book of Lists and won’t be in the databases of public companies. We’ve probably never heard of most of them.

How do we find them? It’s time to change our networking strategy. The current strategy can be summed up in the outline of a typical network speed dating interaction: This is who I am, these are my target companies, who can give me some contacts? Let’s put that strategy aside for a while and replace it with this interaction: This is who I am, this is my value to a small company, who knows any companies that might appreciate that value and where can I find places where such companies gather?

At this point, finding contacts has to be secondary to developing a list of targets that will be viable in the economy of 2010 and 2011. Each company you find that you never heard of before is a victory, and a stepping stone to finding other companies like it. Put less value on the list of the big, well known targets that receive hundreds of resumes for every open position. Find the small companies. You’ll have less competition, aren’t facing automated resume screening, and have hiring managers directly invloved in the hiring process.

What is your value proposition for a small company? If you were a project manager in the PMO for the electro-widget division of a multinational corporation, you’re not going to find another job just like the last job in a 30-50 person company. When the music stopped, there were a lot fewer chairs at those big organizations. If you accept that there are fewer jobs just like the last one and too many competitors for them, you need an answer to this question.

Don’t network for contacts at the usual suspects, network for new worlds to explore.

One Reply to “Aiming at the wrong targets”

  1. I agree.  Most job hunters don't include enough smaller targets.

    And these days, that kind of diversity in the target list is more important than ever.

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