Mastering Your Self-Directed Search

I've been in executive retained search for 15+ years following a substantive 1st career in B2B strategic marketing that focused on launching Biotech, FinTech & Financial Services firms. During my 1st career I was responsible for constructing & orchestrating the strategic roll-out of 13 companies & more than 30 brands into their respective professional marketplaces. In addition to crucial strategy development, messaging & positioning, I ran accounts & teams where we created multi-faceted campaigns including training sales forces, speakers and evangelists. I found that many of these skills were portable to my Search career and I use many of the skills honed to help me coach people individuals to create their best "Self-Directed Search". 

As a retained search professional, I typically work for the Client. While I have an out-sized dose of personal empathy, I cannot help everyone. However, I sometimes contract with private client executives to help them with their search and help them define & refine their go-to-market strategy. This work has been transformative, and many have remarked it’s helped them change their lives. I do this not as my primary money-center but it’s rewarding work which typically ends up getting follow-on search work from my private clients when they find a job –this is truly what pays my rent.

One of the core tenants of creating a Self-Directed Search is to teach people to wean out the emotional “pleas” from their approach (resumes, cover letters, conversation) and focus on their true market offerings. Unfortunately, the marketplace is a cruel reality and doesn't care about what you've done or accomplished in your career. There are no “yeah but’s”. In today's marketplace it's only about "what can you do for me now" and how plausibly you can deliver your personal professional offering as a solution to the hiring manager that resonates & helps them meet their business objectives. For many of my individual executive clients this is a difficult process as they’re rightfully proud of their accomplishments. This is how most of us have been programmed by our parents, churches & synagogues, schools, sports, friends and peers–a tradition that should be reinforced with today's youth. But alas, today in many cases it’s more about nuance in your approach vs your resume alone. And so, if you prepare yourself for this truth, you will improve your chances of finding a job exponentially. (Interestingly, if you look at many successful entrepreneurs who were told they couldn’t succeed, they typically did succeed because they innately knew what it would take to create the dynamic for their offering/mission to succeed.)

To wean out the emotional and focus on the relevant you must begin turning your “wants” into what you can actually do/provide. I am currently working with a private client who is a very experienced Banker referred to me by former private client whom I was thankfully able to impact. Like most, this new Client spent the 1st few conversations trying to convince me how knowledgeable he was and wanted to go through his deal sheet in detail to convince me he knew his space. While I find the markets fascinating, I was preparing to attend a [fantastic] conference (Greenwich Economic Forum), had an offer out and just signed on a new JV partner and client so, I couldn’t be sweet Katy–I had to get down to it.

Part of my process is to work with my private clients to develop their ideal job or situation. In this instance I tasked this Client with an exercise that would ultimately reveal what his true job search parameters and define his true offering. Part of this includes constructing a “perfect paragraph” that describes the ideal job and will ultimately begin to also reveal a target list of prospective hirers. As part of this exercise I instruct clients to do 2 things–list out and then separate the “valid” from the “relevant” descriptors and take out the “wants” and “emotions” so we could distill the truths of their real offering that will ultimately align with target hirers (it’s complicated but this is the essence). 99.99% of my clients come back with a couple paragraphs that continue to defend their experience and substantiate their worthiness by returning time & again to things that were emotionally-based vs “what really matters.” I can tell when clients cheat and try to skip to the last part of the exercise without going through the first two steps as my new client did. This is a highly cathartic process that you can’t cheat on without cheating yourself—it’s tough but effective. It forces you to be true to yourself which is hard but when it’s done, 100% leave feeling empowered and invigorated by their self-work & discovery. 

“What matters” is what is going to provide clarity to a hiring manager that you’re the right fit for their role. It includes your assets that help substantiate why you’re the one while also providing them comfort that you're not a risky hire. Fact: You’re going to be rejected more than accepted–it’s a numbers game. Upfront prep is the best investment you can make. It requires time but will deliver clarity and create efficiencies and ultimately effectiveness in your search process. If you’re going to ask a recruiter to “do you a favor” and help you create leverage for your search in the marketplace, you're responsible for providing real direction or your resume is going to sit. You have to get your organize your priorities & messaging as a vital step. Recruiters are paid by clients. Every time we work with private clients, we take a revenue hit. Typical executive search retainers in Financial Services are >$150k with the average search completed within 4 months. This is a valuable data point to appreciate when you’re working with a recruiter–this is what is typically on our minds.

In your search, always lead with the need. Set up your approach as if you were preparing for a debate establishing a fortified foundation and a supportable supposition. Then, go where the fish are. If you’re a banker that targets a specific vertical or possess subject matter expertise, identify the companies who are most likely to need you and then, tailor your approach to align with their business objectives. Create a solid approach and practice, practice, practice. You must stay on mission. There was a former press secretary named Margaret Tutwiler who worked for George H. W. Bush. During this time, I was out sick with pneumonia and watched her pressers which absolutely cracked me up listening to her deal with the media. She was perhaps the best in staying on message and not being dragged into tangents that distracted from her message or mission. If you know who is likely to hire you and what they’re looking to do from a business perspective–those are the ONLY targets you should be focused on and your message/approach should be tailored to them.

Most people make the mistake of thinking a broad scatter shot is the best approach because it increases the odds that you’ll hit someone somewhere. I think this is a kiss of death. It’s better to do your homework upfront and spend time to research and reverse inquiry as to who will be hiring people with your skill set and then, create/craft your approach. You will then need to create your message or value proposition; I encourage you to create a mnemonic; select and train your selected recruiters & evangelists on this mnemonic; and create a roadmap to prosecute your search that will also enable you to measure your progress and determine where refinements are needed.

What’s the process? It’s not dissimilar from what you do as bankers, PMs, analysts, even tax accountants. First, you assess your situation–what needs to be done? What do you have? What are you missing? Who are your representatives? Who are your evangelists? I call this taking inventory. From here you begin your real process with a punch list of action items and resources you will need to assemble before seriously approaching your defined target firms. Most people jump right into the fray before they do the work and it shows. Don’t go to market unprepared–you get one chance to make a 1st impression remains a fact you can't get around. Stop. Breath. Prep. Then go. The SEALs have a practice “slow is fast and fast is slow”. A good self-directed search is deliberate, controlled, educational and has a beginning, middle & end. We’ll talk more ahead but it’s crucial that you prepare and then, stay on mission with your search–it’s important. It's going to take just a little bit longer than the point at which you lose patience & hope.

If you know your market you know the players in that marketplace. Be brutally objective with yourself as others will be tougher. When you engage with a target–never be interviewing. When I tell clients & candidates this, they’re surprised. As a prospective hire, you must judge whether the role you’re discussing is a right fit for you! Get answers to important questions that will help you shape your determination whether this is a good fit for you: What’s the turnover at the shop? What is the manager’s track-record? What’s the culture like? Systems? Drawdowns? Vol? There are always specific metrics to each role–construct your critical questions to determine your fit and use this to weigh your decisions throughout your search.

I recently heard a talk where the discussion was around the notion there are two real cultural dynamics in a given firm. That the absence of "substance & leadership" begets a culture of "politics" aka Darwinian and survival of the fittest. While both are workable, the culture & company of substance where there’s a real business agenda and leadership is always preferable. At every and all points during your search you must assess–does the company’s agenda warrant someone like you to participate as a valued team member? Who was in the seat before you and why/how did they leave? Or, if it’s politically-based platform, what’s the life-span for survival? I truly hope that if you’re confronted by the latter you thank the interviewer for the conversation, compliment them for the interesting conversation and politely convert them to refer you to another opportunity in the marketplace. No job is worth your health, credibility or soul.

You must ensure you create a mappable continuum for your search process and beware to NOT bite every opportunity! I used to have a framed cheapo $6 KastMaster lure that I kept on my wall when I was in marketing which served as a reminder to beware of shiny things. Not every job is right for you whether it’s offered or not. To be successful you must learn how to respectfully move forward and leave every conversation with a next step or action item. This can be a next interview or a referral but must be something even when you determine it's not a fit for you. Practice a skillful decline and deft ability to ask who the right person hiring for your desired role would be—whether it be an internal or external referral fake it but gain some confidence to ask this important question. Also, everyone you’re interviewing with is “getting calls” about jobs and so, it’s good to get that intelligence if you’re not interested or a fit for their specific job. I also suggest you find out who the recruiter is an get an intro to them–don’t circumvent the recruiter as if it’s a real search that will work against you and you’ll lose their trust which is a bad thing. (In my workshops & with my private clients I spend time on how to master the interview hour–perhaps that will be a future article.)

Earlier on we talked about beginning with a narrowed target audience. You’re going to find that as you move forward in your search, you’re going to be crossing a lot of targets off your list and through your dialogues/networking, you’re going to be adding to your list. Search is a highly dynamic process that continuously evolves until it ends. I suggest you practice reciprocity and let your recruiters know what you’re hearing–they can get searches and be motivated to continue to work with you even with no or low upfront. Always remember, your mom, wife/husband & kids share your sense of urgency–the rest of us are in the same boat as you trying to earn a living, participate, matter & succeed with our own set of priorities. So, practice ways to incent others to your cause–it will help get you where you need to go faster.

Ultimately if you’re disciplined and stay true to the process, you’re going to come into opportunities. It’s going to take time so, I encourage people to sit their spouse down and let them know early on your search or being “on the beach” doesn’t mean that you’ve got time to knock off items from your “Honey Do” list or share carpooling responsibilities. And, that it’s a process that’s going to take time. Your full-time job must be finding a job. Period. Coach them to trust that things will be okay and to dial down the drama. I have had quite a few conversations with spouses as a job search can cause a lot of strife. If you do it right–there’s always a beginning, middle and an end. Have faith.

Following a disciplined search process will ultimately result in an opportunity and offer. You must be prepared so that once you get near that offer you can appropriately access the opportunity. All the “emotional” pleas we got rid of earlier on now come back into play and can be used to help you judge the opportunity's suitability. In every search, I create a multi-dimensional guideline for my clients to help us assess qualitative & quantitative characteristics of individual candidates relative to the mandate which we use to guide our reasoning of who we advance and ultimately hire. Sometimes we go with our gut but for the most part, you can rely on a thoughtfully constructed guideline to help your decision-making. At offer, the "emotional" will help you determine the cultural fit and whether the opportunity is right for you. What’s my real role? What is the team like? Cohesive or Darwinian? What is the turnover/churn at the firm? How well capitalized is the platform? Is this a creative or rigid platform? Is it substance or political? Importantly–does their time horizon for results match your own? Every company is going to say they have great teams, culture, opportunity, et al. These are predictable claims, but you need to judge how the opportunity aligns with you emotionally and objectively. All have flaws that can be deadly to some and benign to you an vice versa. So, as before, don’t bite at all shiny things–it could be a KastMaster vs gold. Tony Robbin's guidelines are useful here: We all desire/need Certainty, Spontenaety, Significance, Growth, Contribution & Appreciation. Does the opportunity check these boxes?

I’m not going to get into negotiating your offer–that’s an even more complex conversation. However, I will say that without exception regardless of your level, you must negotiate exit package language that protects you when things go awry. Don’t believe "we want you to join us for life or be part of our family"–it may be in their hearts but it’s just not realistic. You’ve got a job for as long as you’re useful, aligned with the firm’s business objectives or not a threat or too much of a contrarian. Even if you’re an equity partner, you’re vulnerable. Get a lawyer who has done contracts and get that language in there. It should include pay that’s at least somewhat paralleled with your non-compete and I advocate co-ownership of IP/contacts except in the case of systematic platforms or strategies–they should focus more on comp and non-compete. (I have great attorneys who I often refer–I'm happy to provide as referrals. They're all business & top-notch.)

Once you accept your job, you should begin the next iterative process in today’s turnstile of professional life including your 30-day plan, 3-month, 1-year and 5-year. Now that you’ve you’re in a seat—what are you going to change? Keep? Improve upon? And, what is your "ripcord strategy" if you made the wrong decision and need to extricate yourself?

Like many, I wish I could help everyone, but my business model works for retained clients who ask me to find the perfect hire for their seats. Much of what I do for my searches goes through a similar iterative process. Being a highly left-brained, creative thinker, I rely on my own processes to keep me on point and my searches moving forward to their successful close. My team relies on my leadership and so, I treat my process with rigor because I know that searches fail when they deviate from the proven process and don’t maintain the tracking. I keep my own Margaret Tutwiler voice in the back of my head disciplining me to stay on point and not chase the shiny KastMasters which has helped me create success for my search practice. I believe the coaching I’ve imparted in this piece can do the same for you. Stay on point and remain directed and you will reach your desired successful end.

I read a lot of books based on strategy–I have found that many of the ex-Military authored “life coaching” books are extremely helpful in getting a perspective in the scary times of not knowing where or when the next paycheck will come from. Not the ones about taking out OBL but ones that convert their battle lessons into life lessons. One of my favorites I refer often is “The Way of the Seal” by Mark Devine. I reference this often enough that someone close to me teased asking if I ever read normal books? But to me, in addition to the Markets & Art, I’m fascinated by mission-focused strategy with a creative overlay. I also love the “Art of War” which is filled with a treasure trove of tidbits that can be used in everyday business & life strategy. I love business and believe it’s an Art and like all Art, there are always Masters to be learned from and admired.

Finally, when on the beach, looking for a job, in a negotiation or going through stressful situations, I encourage that you up your exercise & physical routines to get rid of natural angst. Do not drink brown liquor and decrease the Barolos as it revs you up more than you know. Kill the cigars. Get sleep. Go outside. Breathe. Dial down ALL drama especially at home. Try some meditation. Create your own self-directed to search and then, stick to the process and you will be successful.

I hope this has been helpful. I would love your insights & comments and encourage emails to: [email protected]

God bless & Happy Thanksgiving.

Q