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Marketplacedifferentiationstartswithastory.Yourstory.|Main
October10,2011

MA R Y T R IG IA NI

Nine ways you can help job hunters and boost your own marketing
Thismorning'snews--thattherecoveryfromtherecessionisweakandpeople stillcannotfindjobs--promptsthispost. Here'showtohelpifyouareinapositionoffinancialand/orprofessional strength.Andhowtoconsideryourhelpanactualtactical stepforpositioning yourcompany--andyourownreputation--nowandinthefuture.

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BOOKSI R E C O MME ND
GuyKaw asaki: Enchantment:The ArtofChanging Hearts,Minds, andActions JeffreyPfeffer: Pow er:Why SomePeople HaveItand OthersDon't JonathanLittman: IHatePeople!: KickLoosefrom theOverbearing andUnderhanded JerksatWorkand GetWhatYou WantOutofYourJob ScottRosenberg: SayEverything: How Blogging Began,WhatIt's Becoming,and WhyItMatters MichaelE.Porter: OnCompetition, Updatedand ExpandedEdition

Recognizethatifyouhaveafriendorformercolleaguewho'slookingforwork,sheis vulnerable.Bepositiveyetcandid.Donotshineheronaboutopportunitiesthatarenot thereorhowquicklyyou'rehiring,butdoremindherthatyouwilldowhateveryoucanto help.Thenactuallyputsometimetothetask. 2. Keepaneyeoutforwhat'savailableinyourcompany.Ifyou'reonLinkedIn,postittoyour contactsthere.Spreadtheword. 3. Ifsomeoneapproachesyoutohelphimpursueanopenjoblistinginyourcompany, connecthimandstayontopofyourHRpeople.KeepfollowingupwithHRandstayin closetouchwiththeapplicant. 4. Ifyou'reinHR,forheaven'ssake,replytophonecallsandemails.Evenifallyouhaveis badnews.Evenifallyoucanmanageisarobo-email.Thereisnothingmoredisrespectful --andunkind/inhuman/rude--thanignoringpeople.ForHR,itisnothingshortof unconscionable.Youare,afterall,beingpaidtodealwithakeycorporateresource.Andin thisageofemail,itisinexcusabletoleavepeoplehanging. 5. Ifyou'reamarketingexecutive,makeitcompanypolicytobecommunicative,professional andkindtopeoplewhoapproachyourcompanyforajob.Recognize that not returning calls or following up is bad marketing.EncourageyourHRpeople--indeed,allyour people--toexhibitonlythefinestofmannerstoallwhocrosstheirpaths.Someday, someoneyourcompanyhasrejectedorignoredmaybeinapositiontobuyyourproducts
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andservicesorinfluencethedecisiontodoso.You must look at any sort of job negotiation or communication as another avenue of marketing your enterprise.I predictthatoncethisnastyeraofbusinessisover,peopleyourcompanytreatedwellwill rememberitandbecomeatleastanambassador,ifnotacustomer. 6. Ifyou'reaCEO,starthiringnow.FollowtheexampleofHowardSchultzofStarbucks.Stop lookingtoWashington.Makesomesacrifices,becausemillionsofyourfellowcitizensare livingonsacrifice.Oh.Andcutafewhundredthousandfromyourownpaycheckandhire acoupleofpeople. 7. Ifyou'reahiringexecutiveandyouknowyou'regoingtotransfersomeoneinternalintoa neworopenposition,suspendthepracticeofpostingthejoboutsidethecompanyunless youareseriouslylooking.Youarewastingeveryone'stimebymakingpeoplethinkthey haveachanceofemployment--thecandidates',HR's,yours.Andtellexternalcandidates thattheyhaveinternalcompetitionandwheretheyrankinthequeue. 8. Ifyouknowsomeoneneedscashandyouhavemorethanenough,givesomeoneagift.At leastpickupthelunchtab.Ifnooneinyourcircleishurting,findsomeonewhois.Ask yourcoworkers,yourreligiousleader,yourfriends.Keepitprivateandputcashdirectlyin thehandsofsomeonewhoneedsit. 9. Bekind.It'seasy,it'sfree,it'shelpful.Mymotherusedtobethetaskmasterinoneareaof ourschoolreportcards:whatwascalled"deportment,"atleastinBigStoneGap,Virginia. Sheusedtotellusthattheeasiestthingtodowastobehave.Sameprinciplehere:the easiestthingtogetrightistorememberthatifsomeoneisaskingyouforhelp,hedeserves yourrespectandattention. The economy is in recovery. Innovation is happening, and this crash is going to help in the long run. Position your company for that long run. Even if you don't believe in karma, or you don't think it's your responsibility to help others, the very best kind of marketing for your enterprise is based in relationships. Show the world that you know relationships are key to commerce. And that you know the key to good, sustainable relationships is the personal touch.
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AmarBhide:The Venturesome Economy:How Innovation Sustains Prosperityina MoreConnected World RickLevine:The Cluetrain Manifesto:10th Anniversary Edition

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