Six Tips for Competing in a Tough Job Market

Worried about layoffs, or just looking for a career change?  A career marketing expert has some advice for you. 

“Candidates must work much harder in order to compete for the best jobs," says Deborah Schuster, Certified Professional Résumé Writer and President of The Lettersmith.  “And though the Internet has revolutionized the job search, old fashioned career strategies like networking still work best.”

Ms. Schuster, a published resume expert, offers the following tips on marketing yourself in the new economy.

1. Start with the right attitude.  Employers don’t want to know what you want from them; they want to know what you can do for them.  Candidates who present themselves as someone who can help will always have an advantage. 

2. Assess your skills and abilities.  How can you help your next employer?  Can you reduce costs, improve revenues, or increase efficiency?  Can you solve problems or manage projects?  “Companies want employees who can produce bottom line results, so list the ways your previous employer has benefited from your performance.”

3. Prepare an outstanding résumé.  Ms. Schuster, whose resumes have been published in 101 Best Resumes and Gallery of Best Resumes says, “Your résumé is a marketing tool – not a work history. It should answer the question ‘Why should I hire you?’”

Ms. Schuster has critiqued thousands of resumes over the last 15 years.  The most common resume error she sees?  “Not emphasizing accomplishments,” she says. Remember, employers want to know more than just what you did – they want to know how well you did it!”

"A ‘good’ resume isn’t good enough – it has to be outstanding."

4. Always include a cover letter with a mailed résumé.  In a recent survey, 86% of all hiring professionals said that a cover letter is important in assessing candidates.  Be sure the letter is tailored to the company. “A cover letter is not just ‘wrapping’ for your résumé.  It is an essential marketing document that may determine whether your résumé is read or tossed.”

5. Penetrate the “Hidden Job Market.”  “Don’t limit yourself to advertised positions and Internet job postings. They represent only 15-20% of all available opportunities.  The best time to get a job is before it’s advertised.”  And if you post your résumé on the Internet job boards, don’t just sit back and wait.  “The Internet is a valuable and powerful tool – but networking is still the #1 way to find a job.”  Direct mail is another tried and true method for uncovering unadvertised opportunities.  “Send your résumé and cover letter to companies that interest you – whether or not they have advertised positions.”

6. Follow Up.  “Be sure to follow up all mailed résumés with a phone call to the recipient.  Candidates who take this extra step will be noticed.”

“The key is to conduct a proactive job search, rather than a passive one.  This will give you a clear advantage in a changing economy,” says Ms. Schuster.

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