It’s Not Who You Know.It’s Who Knows YOU

by JT O’Donnell of Careerealism, special for WWDS


jto_fullbody_bio I was trading e-mails with a colleague, Thomas Parry, founder of a very innovative new local networking program in Greenville, SC called Linking the Upstate. We were discussing new trends in networking and he said, “It’s not who you know.it’s who knows YOU,” which suddenly made me want to explain what that really means.

Once upon a time.
There was a job seeker who was accomplished, smart and very professional. He had so much to offer. He had a wonderful personality, had been very involved in various activities, and thus, knew lots of people. Yet, he could not find a job. Why? Because nobody knew him.
I’m sure you are thinking: “What is she talking about? She said he knew lots of people.”
Ahh, but there is a difference between the two. You can know thousands of people, and yet, if you aren’t connecting with them and making sure they are aware of your unique career identity, then the hard truth is they don’t know you and can’t help you find a job.

Why does this matter?
Well, if you are job seeking right now, then you’ve surely heard the industry statistic that says currently 80% of all jobs are being landed via referral. That means, someone you know most likely knows about a job that would be a fit for you. BUT, they may not know you well enough to connect the two.
If you want to find a job, you need to market your ‘company-of-one.’ And every good marketer knows, when times are tough and sales are down, you must do the following:
. Get real clear on who your target audience is.
. Build a strong, positive message they won’t forget.
. Get out there and spread the message as much as you can.
Most job seekers have #1 and #2 covered. Their resume is polished, their cover letters are well-written and they even have their Facebook and LinkedIn accounts up and running. But, it’s #3 where the majority of job seekers grind to a halt. This is where the excuses come in: “I can’t call employers,” and “I’ll feel stupid asking my friends for help. Besides, they know I’m looking for a job.” And my all-time favorite, “I don’t want to seem desperate.”
If this is how you feel, then it sends a strong message about how little you actually value the professional services you provide. I’m not asking you to be pushy and overly confident. In fact, there are many people who are overdoing it in that department right now. All I am asking is for you to be proud of your skills enough to want to effectively spread the word about them.
I realize your mind is racing right now. The idea of putting yourself in the position to be judged by others has the appeal of eating worms. But trust me, like anything in life, the more you do it, the easier it gets. Besides, for you those of you that watch Man vs. Wild, you know when food is scarce, you eat what will sustain you. (Actually, that guy has eaten some crazy stuff!)

And here’s some good news:
Unlike the marketing of most products and services, there are two things in this situation that work in your favor:
. The people you are contacting recognize they could be in the same position as you one day.
. Helping a person find a job is a great feeling and doesn’t require much more than a recommendation by e-mail or phone. You are still going to have to make it through the interview and get the job on your own.

So, here’s what you need to do:
Logistically, job seekers need to be connecting and promoting their career identity to at least 10 people per day. Otherwise, they can expect their job search process to be drawn out. If you are having trouble reaching that number on a daily basis, then besides the traditional forms of networking, here are two additional ways:
. Build your personal brand on Twitter. (You can sign up to receive step-by-step instructions on how to do this.)
. Create an Interview Bucket List. (Watch video that explains this concept.)

In Summary
Finding your next job is going to boil down to making a good, lasting impression on as many people as you can. It’s the best way to ensure they think of you when they hear about an opportunity that might match your skills and experience. At the end of your next job search day, the only thing that should be assessed is the quality of the connections you’ve made.
So, I ask you. How many people know YOU as a result of what you did today?

Ed.Note: J.T. O’Donnell is a nationally syndicated career strategist and founder of the career news and perspective site, CAREEREALISM, where free tools and resources for the savvy professional are made available daily. O’Donnell can be reached via Twitter at twitter.com/jtodonnell and by e-mail at info@careerealism.com.