I recently started coaching someone who has been out of work for 2 years and has been in denial because she has won 12 marketing communication awards. Although her positioning rhetoric got more “sales-y” at 18 months, Mary’s search and networking activities were otherwise generic. The campaign did not offset prejudice about her age (a matronly 52) and being out a long time. Did you know 70% of hiring managers avoid candidates who are out of work? (a)

Long before she panicked, she should have been test-marketing alternative strategies to see which offered her the best ROI (Return On Investment.)

I asked her what she has been doing in her spare time. She admitted that she loves travel and gardening. Has won 5 awards for gardening. Would love a marketing job in travel or gardening but has no paid experience in either.

Here are strategies she is now exploring in order to create more options for herself:

• Create kick-ass “whitepapers” to demonstrate her marketing knowledge in depth in formats that will additionally showcase her award-winning publication design abilities.  Find ways to circulate them to hiring managers including those she has already met.
• Produce B2B or B2C publications on gardening or travel to be used to demonstrate that, although she has never been paid by those industries, she has lots to offer.
• She is going to quietly shadow a salesperson selling to resorts to learn more about VOC (Voice of the Customer) for the hospitality industry.

If what you have been doing is not working, have you considered something new?

(a) http://money.cnn.com/2010/06/16/news/economy/unemployed_need_not_apply/index.htm

Topics: career strategy, hidden job market, solving problems | No Comments »

I had a client who was a Customer Service Manager in a hospital. His job was to call patients after they had just had some test and tell them that, yup, a problem had been found and a visit with a doctor for follow-up needed to be scheduled ASAP. Since he was frequently calling people with very bad news, he was not sleeping well and asked me how he could find a job in a new industry given that he had been in the hospital role for the last 20 years.

I helped him see that his gifts included not only his knowledge of medical conditions, but his ability to “deliver bad news gracefully” and help people make thoughtful, well informed decisions when under a huge amount of stress. Read the rest of this entry »

Topics: branding + positioning, career strategy, solving problems | 1 Comment »

I am in my 50s. Yes, age bias exists and, yes, it is illegal. You won’t always be able to avoid it. But age bias is sometimes not really about your actual age, it is about certain soft skills and attitudes that employers desire but older employees are less likely to value. And if you learn to address those issues, you can make concerns about age go away.

Read the rest of this entry »

Topics: branding + positioning, career strategy, interviews, networking, resume + cover letter, salary | No Comments »