7 Job Hunting steps to success for b2b marketers in 2020

OK so let's say the worst has happened. You're a successful marketer, and yet you now have the scary prospect of looking for a job. In the new normal, which let's face it, is far from ordinary. Or it's time to grow and seek new challenges whatever the weather?

I thought it might be useful to share, how some experienced marketers are approaching it. During, after and for the foreseeable following C19.

Here Lisa Vecchio shares her experience and approach to her hunt. After she found herself without a job thanks to the impact of C19 on the travel industry. I've known Lisa for a few years. And I love her practical, calm and considered approach in such tumultuous times.

Lisa had taken a senior-level B2B marketing role within the travel sector. It was an ideal opportunity before C19, but it ended when the world stopped flying or travelling very far. Rather than get downhearted Lisa saw it as an opportunity to find something new. Here's how she approached it and navigated her way to a great job. With a company she has admired throughout her marketing career, Hootsuite!

STEP 1 Your CV is your starting point

• Update your CV and proofread it.
• Send your CV to a friend and to recruiters for feedback
• Lead with key achievements. Make sure they are quantitative. e.g. Budget vs ROI, Revenue/pipeline/leads you've generated, conversion rates, click-throughs.
• Optimise for keywords to be searchable on LinkedIn and recruiter screenings
• Have a version in both Word and PDF format
• If you are going for many job types, have more than one CV tailored to each
• Keep a cover letter template on hand. Cover letters are rarely used but having a template is a good starting point when one needed.

STEP 2 Make the most of LinkedIn – 4 focus areas

Your profile

• Update your headline and use keywords or the job title you desire. Avoid 'open to new opportunities' as recruiters can't search this.
• Have a complete profile, including a well-positioned summary statement. It's worth asking for reviews from your latest employers
• Turn on 'open to work' and also the green "open to work" profile banner, here's a link on how to do that. https://bit.ly/35HZX5h

Your Search

• Set your job searches to your top three preferred job titles or terms. Mine included Head of Marketing, Marketing Director, Head of Communications. Then use the 'Past 24 hours' setting in the 'Date Posted' filter to browse the latest job posts each day. I do this first thing in the morning and about 7 pm once the workday is over.
• I like using the 'Save' feature which not only saves jobs but also posts in your feed. So if you see someone sharing a job post or mention a relevant resource; you can come back to it.
• Upload your latest CV to use the 'Quick Apply' feature.
• I only used LinkedIn for my job search. But consider using other job sites like i.e. Marketing Week or newspapers like the Guardian Jobs too.
• Don't spray and pray. It's very competitive right now so to improve your chances, tailor your approach and match to the job.

Engagement

• Follow key topic hashtags around your industry and job seekers. For example, I follow the hashtags: #b2bmarketing, #socialmedia, #contentmarketing, #jobseekers #storytelling etc.
• Connect with key influencers in your industry. Try sending them a personal note to request an informal conversation. For marketing, https://www.dhirubhai.net/in/drgeraintevans/ publishes daily job updates.
• Engage both with your network's posts and publish your own thought leadership. This will make your profile and expertise shine. I try and post once a week. It took guts to put the 'I'm looking message' out there, but it got a lot of traction. This is a unique situation, swallow your pride as there are so many people affected, so it's not personal - so don't make it.

LI Premium

• It might be worth upgrading your LinkedIn account. Or sometimes LinkedIn employees can offer a free give away of premium accounts. The main benefit is the InMail function, which helps outreach for your jobs search, which is the next step!

STEP 3 Utilise your Network

Recruiters

• Some jobs are exclusive to recruiters, so they need to be one of your primary channels. Register with agencies but follow them on LinkedIn too! Know which ones specialise in your field of expertise.
• Send personal messages via LI with CV to recruiters you connect with and what you're looking for. Example: Hi Becky, thanks for connecting with me on here/Linkedin. As the market is picking up, I thought I'd get in touch. I'm looking for a new role (either full time, part-time or contract) for senior marketing and PR/Comms roles. I've attached my CV for your reference should anything suitable come your way. I'm also happy to jump on a call should that be helpful. Many thanks! Lisa
• I went through all my recruiter connections I already had on LinkedIn and sent them all a note. Then also followed up three months later as lockdown eased. It's time-intensive, but this puts you top of mind and ignites old relationships. Plus, every week, I added new recruiter relationships and also sent a personal note/cv intro. That's how I got a job interview and offer to work at a Recruitment company! (which wasn't right for me, so I turned it down).
• Please take all the calls. It's helpful to have an update on where the market is going. Each recruiter has a different perspective. This can help you get feedback on how to stand out and put you front of mind. Some recruiters have said that it's still slow, and there will be nothing anytime soon. Others have had a few good jobs to put me forward for and started to see it pick up. The point is it's variable so never stop building relationships.

Previous colleagues

• It's OK to ask for help, try networking with your existing connections. You could share your CV and ask about what's happening with their job search or work. That's how I got referred to a job with Google from my previous manager at Expedia. It wasn't advertised at that stage, as they were only exploring through referrals!

STEP 4 Stand out with direct outreach

• Do you have a list of ideal companies? Make sure to follow them on social media to engage with their content and be aware of any hiring updates. You can also set alerts for these on LinkedIn.
• Reach out to the hiring manager to introduce yourself. When I saw a job posted from one of my ideal companies, I reached out to the EMEA HR Team and hiring manager (VP of Marketing). To let them know I applied, and I'm very excited about the opportunity. Also, include Why I'm a good match - they put me to the top of the shortlist. That's how I got my job with Hootsuite!
• Same applies to other job applications.
• If you can follow up with the hiring team, do it. Remember to be courteous, empathetic and highlight again why you're the right candidate. They're dealing with a lot of applicants so stand out!
• Example: Hi [X], I saw your LI post about [the X job] and wanted to reach out. I've already submitted my application. But wanted to drop you a personal line to express how excited I am about the opportunity. I have a track record of ROI-driven success in similar global marketing positions. I am confident I can add value to [company name's] growth - plus, I'm a previous user and huge brand advocate. I look forward to sharing my experience in more detail in due course. Thanks in advance for your consideration. :)

STEP 5 Ace the interview

• Do your homework. Research the company, their social channels, interviewer profile, Glassdoor etc
• Copy the job description into a Word document. Then map out key responsibilities against your experience, taking note of any gaps. It's competitive, so if you land an interview, don't make any assumptions. Put your best foot forward to match the job requirements.
• Think about what questions might get asked based on the job description. Prepare concrete examples and responses in the Word doc; as well as a list of questions for them. I then practice my reactions in the mirror. It's true!
• Practice your pitch. It's your chance to sell so, be sure to include key achievements and challenges you have overcome.
• Dress the part - show up in professional attire and act as if it were in person. Even over Zoom, take it seriously.
• Take notes during the interview. Utilise any details shared about the role, responsibilities, and team to your advantage. For Hootsuite, in the first interview, they gave a glimpse into where the company wanted to go. When I did my presentation for the hiring manager, I angled it all around that theme. She was pleasantly surprised that I was so in-tune and creative about their strategy.
• The interviews where I've stumbled are often where I've been too confident. Or made assumptions that I'm a shoo-in based on early feedback. So, I did not prepare or give enough examples specific to the role which others did better.

STEP 6 Have a routine

The routine that worked for me was:

• Search LinkedIn for roles posted in the last 24 hours. Apply to jobs saved from the morning or night before - make it well-timed and do this daily! Due to the influx of candidates don't wait.
• Then conduct at least an hour of personal learning before lunch.
• I tried to conduct all recruiter calls and interviews in the first half of the day where possible.
• After lunch, I rewarded myself and was able to appreciate my time off. Take some time to read in the sun, exercise, catch up with friends or clean the house etc
• It was the right combination of staying motivated and connected with the sector. It gave me a feeling of control in my job search but also a chance to acknowledge I should enjoy the time off too. Something most people don't often get.

STEP 7 Stay connected with your sector

Upskill through online courses, take part in webinars and attend virtual conferences. I reviewed these notes and used them to improve my presentations during interviews. Two examples from the PR Council certificate course were useful in my presentation. Other storytelling workshops helped drive my presentation technique. Marketing upskilling I did which was all FREE are below

§ PR Council agency-ready certificate

§ Sales Impact Academy – In This Together webinars

§ B2B Marketing Leaders Forum monthly roundtables and B2B Ignite Conference

§ Content Marketing Conference certificate

§ CIM webinars

§ Google Digital Garage - Digital Marketing Certificate

§ LinkedIn Learning - various courses

§ SEO Moz Academy - fundamentals certificate

Consider alternative types of work like consulting, contract or part-time.

Don't settle for less! Everyone is in a unique position. Some people don't want to wait but it's good to have a list of your ideal roles/companies and your deal-breakers. Know your worth. It's competitive out there, but employers want to find the right candidate. That means it needs to be right for you too.

So, there you have it, a tried and tested practical approach to an active job hunt. Lisa explored several different opportunities during her search. They were all interesting and rewarding but, she accepted a role with Hootsuite. Good luck Lisa, not that you need any!

If you have questions or want more advice on your job search, then please feel free to get in touch.

Good luck!