Adapt Or Perish
Featuring:
Ilene
Albert-Nelson
Steve Amos
Mark Fierle
John Hall
Lee
Pound
Murray Schrantz
VaNessa Vollmer, Psy.D
Emily
Woodman-Nance
Smashwords Edition
Copyright 2011
Solutions Press
All Rights Reserved
www.adaptorperishbook.com
www.adaptorperishblog.com
Adapt or Perish!
How to Survive the Firestorm of Change
In
Business, Leadership and Careers
Published by Solutions
Press
4533 MacArthur Blvd., #200
Newport Beach, CA 92660
© 2011 Solutions
Press
All rights reserved
Smashwords edition September 2011
All rights reserved. Except as permitted by applicable copyright laws, no part of this book may be reproduced, duplicated, sold or distributed in any form or by any means, either mechanical, by photocopy, electronic, or by computer, or stored in a database or retrieval system, without the express written permission of the publisher/authors, except for brief quotations by reviewers.
This is a work of non-fiction. The ideas presented are those of each author alone. All references to possible income to be gained from the techniques discussed in this book relate to specific past examples and are not necessarily representative of any future results specific individuals may achieve.
Smashwords Edition License Notes
This ebook is licensed for your personal enjoyment only. This ebook may not be re-sold or given away to other people. If you would like to share this book with another person, please purchase an additional copy for each recipient. If you’re reading this book and did not purchase it, or it was not purchased for your use only, then please return to Smashwords.com and purchase your own copy. Thank you for respecting the hard work of this author.
Table of Contents
Table
Of Contents
Preface
Section
1 - Adapting Business
Chapter
1: The Power Of Why
Chapter
2: Company Of “Me”
Chapter
3: The Entrepreneurial Job
Chapter
4: Why Social Media Is Changing Everything For Businesses
Chapter
5: Taking The Mystery Out Of Social Media
Chapter
6: Strengths Of A Company Or Person
Chapter
7: Adapt Or Perish: Resiliency Keys To Success For Individuals And
Organizations
Chapter
8: Being Outrageous To Succeed
Chapter
9: Generation Trends In The Workforce
Chapter
10: Human Resources Professionals As Coaches:
Chapter
11: Training By Tribal Knowledge: Do’s And Don’ts
Chapter
12: Military Succession Planning Lessons For The Business
Community
Chapter
13: Hiring An Executive Recruiter
Section
2 – Adapting Leadership
Chapter
14: Becoming The Risk Averse Organization
Chapter
15: Being A Risk Taker
Chapter
16: Personal And Professional Development Applied
Chapter
17: The Succession Minded Employee
Chapter
18: How To Work In A Virtual Organization
Chapter
19: The Challenge of Managing Virtual Organizations
Chapter
20: Music, Nature And Successful Organization Commonality
Chapter
21: Finding Unique Solutions
Chapter
22: Creating Teams In Corporate Communities
Section
3 – Adapting Careers
Chapter
23: Knowledge Of The Effects Of Job Loss
Chapter
24: Dealing With Job Loss And The Social Support System
Chapter
25: Preparing For Job Change
Chapter
26: Financial Adaptation And Stress: What's Your Burn Rate?
Chapter
27: Making A Great First Impression
Chapter
28: Adapt Or Stagnate
Chapter
29: What Happens When The Recruiter Calls?
Afterword
Meet
the Authors
“Adapt or Perish is an impressive breadth of topics covered by knowledgeable industry experts sharing their insights, aha moments and research. This is a must read for those facing transition and more important for those managing people that have been through transition. I appreciated the chapter on “Generation Trends” and was able to relate it to personal, social and work situations giving me a new perspective of how to better influence, motivate and build teams; for example, the benefits of pairing generations within a team. The reference list of supporting material is likewise impressive and adds credence to the material presented in the book. It is unlikely I’ll read all of the references and, after reading this book, likely won’t have to. Thank you for this wonderful compilation in Adapt or Perish.”
Donald Baddorf
Vice
President, Investment Solutions
“Find out what it takes to succeed in the new normal. From managing social media to managing your career, from understanding generational tendencies to managing risk, this book is a road map to a successful future for individuals and organizations. Filled with valuable charts and easy exercises, it will help you take control and move forward.”
Eugenie R. Brown
VP
Business Development
“You capture the essence of what it means to survive dealing with job loss and achieve ongoing success in life. I especially enjoyed the sections referring to professional responsibility, motivating people and resiliency. Furthermore, the personal references spoke to me such as ‘make happy moments’ and ‘I’m going to be OK.’ Thank you team!”
Marilyn L. Burtt, MBA
“Change is one characteristic that separates the good talent from the great talent. As an executive recruiter, the companies I work with want people that can adapt to change and do it quickly. The blend of the authors’ experiences and coaching is valuable for all levels of an organization, including CEOs. I will encourage the people I work with to read this book. The title says it all.”
Brad Remillard
IMPACT
Hiring Solutions
“So many ‘self-help’ books preach, ramble, and simply leave us with a sense of having wasted our time. Adapt or Perish is a rare combination of identifying the key areas of need yet keeping it light and interesting. It is a book you can easily read in an afternoon that might change your life forever. It features subject matter experts who succinctly shared their expertise and provided tangible exercises, which showed me what well-developed thought was given to this book.”
Cindy Pickens,
Founder, CaféNet
regional networking organization
“Adapt or Perish is a great collection of valuable information from very credible sources. Bringing together the wisdom of so many renowned experts provides information in a single resource that generally requires sifting through dozens of books.”
Nancy Salzman, Esq.,
Dean, Extended Education
Brandman University
“I think Adapt or Perish will be a very valuable read for managers at all levels including small business.”
Lt. Col. Gene Wolf
(Former Commander) Squadron 40
California Wing - Civil Air
Patrol
Auxiliary U.S. Air Force
“Change is a constant theme in business and this book gives us answers! What a refreshing set of topics and talented authors. A must read for any entrepreneur or executive.”
Mark J. Kohler, CPA,
Attorney,
Author of What Your CPA Isn't Telling You
“This step by step guidebook takes you through the process of embracing changes in business. It provides you with useful tools and tips for personal development by finding the ideal position.”
Gwen Bernal, Human Resources Executive
“Adapt or Perish could also have been titled Thrive or Perish. Each chapter in this book has great information and ideas about how to make the changes necessary to succeed in the current business environment. There is red meat here for business owners, C-level executives, directors, and managers as well as those seeking their next position. I highly recommend Adapt or Perish for all who want to succeed in our changing business environment.”
Richard Horstmeyer,
MD,
Past President of Experience Unlimited
“This book addresses the ongoing challenges of adapting to change without fear of failure in an ever increasing social media presence within an electronic age of information. The in-depth insight of adapting the vision of the business model, continuous strategic planning coupled with the importance of the selection leaders are addressed in a compelling manner for a world ever so transitioning to a transactional based global economic model. A must read.”
COL(R) Edward G.
Carson, Chief Executive Officer,
Growth Management and
Constructive Changes, LLC
“This book will give new and seasoned business professionals insightful strategies for adapting and thriving in a constantly changing global marketplace.”
Beverly Jones, Higher Education Administrator
“Adapt or Perish is a book for everyone who would like to succeed in this fast changing world. Look for the opportunities that exist in the change, embrace it and become the leader of tomorrow.”
Sushma
Rajput
Toastmasters Founder's District
Public Relations Chair,
Div F 2010-2011
“Adapt or Perish is a comprehensive collection of wisdom and advice from some of the nation's leading experts on change. Their perspectives on successfully leading organizations through an environment of shifting landscapes equip the reader to effectively adapt in business, leadership, and in careers. Where continuous change is now the new normal, Adapt or Perish is a guidebook on change management that deserves to be in every executive's library.”
Frank Borst, President and CEO at Masterpiece Consulting
By Lee Pound
The phrase “Adapt or Perish” has more meaning today than it ever has in the past. Has business ever changed faster than today? Whole markets appear overnight and established companies disappear by acquisition, consolidation, or bankruptcy. How do these changes affect you?
Change is part of life. Sometimes it’s pleasurable, other times feared, and most of the time it creates opportunities.
Every generation since the dawn of time has faced changes in the way they live, the way they do business, find food, and relate to their fellow human beings. For some generations, this change has been very small. For others it has been huge.
Today we live in an era of constant change. For instance, my grandmother was born in 1878 and grew up riding in horse-drawn buggies. On her 91st birthday, she watched the first men land on the moon.
Since then, change has accelerated. New technologies arrive, flash into brilliance, and then fade into obscurity in years, not decades or centuries. Like most change, many people and businesses ignore it, try to avoid it, and then eventually accept parts of it. Many others never accept it and become irrelevant.
Those who succeed adapt their businesses to use these changes to their advantage. Others, and the examples are numerous, refuse to accept change, do what they’ve always done, and eventually disappear. For instance, buggy makers in 1900 said people would never accept the automobile. They vanished. Businesses such as Blockbuster built industries around video tape rentals and sales and with new technologies arriving almost daily, find themselves near bankruptcy.
The lesson is that we’ve always had change. Past generations dealt with one, maybe two major changes in their lifetimes. In the 20th Century the pace picked up. The last generation saw dozens of major changes in the way society worked, the way information was distributed, and in the way we as individuals related to each other.
Our generation faces hundreds of changes in very short periods of time. We live today as no other generation has lived. We have access to more information, more diverse people and potential customers, and more parts of the world than ever before.
Here are a few of the new technologies that have become available in the last few years:
>>Digital libraries. Google and others have digitized books, articles, and manuscripts that were only available in physical archives and made them available to everyone.
>>Music business. Cheap digital downloads have changed the way music publishers do business and the way musicians make money.
>>Publishing. New digital printing technologies have made book publishing accessible to everyone for just a few hundred dollars.
>>Networking. Digital social networks such as Twitter, Facebook, and LinkedIn allow people to make instant connections all over the world and meet people they could never have met as late as five years ago.
>>Marketing. Finding and targeting customers has never been easier for businesses and professionals.
>>Blogs and Videos. Getting your message out has never been easier. Everyone with an opinion can express it publicly and get an audience, large or small. Everyone can be on video thanks to inexpensive cameras and free delivery methods.
>>Job Searches and Employee Recruiting. The Internet has made so much information available so quickly that a Google search is one of the first steps both job seekers and employers take. Those who don’t show up are increasingly irrelevant.
With this increased speed of change has come a decrease in planning for the future. We are so uncertain about what will happen five years from now that both individuals and corporations seldom plan more than a few months in advance. Corporations are obsessed with the next quarter’s results. Politicians don’t think past the next election. Employees have no idea what their next job will be.
In Adapt or Perish, we make the point that change is an opportunity. Those who embrace the latest technologies will make fortunes. Those who plan beyond the moment, who make room for adding new technologies as they appear, who have a long-term vision for their future, will be the leaders of tomorrow. Job seekers who stand out from the crowd of competitors will get the best positions. Those who build strong relationships will be the new influencers.
In the midst of accelerating change, we sometimes forget that new technologies are not new things that we must do. They are simply new ways of doing what we have always done. People have always created relationships, started businesses, marketed themselves, gotten jobs, expressed opinions, done research, read books, and traveled. We will continue to do all of these. The difference is that if we do them in the old-fashioned way, we will stay stuck in the middle of a crowd of competitors. We will fall behind. We will become as irrelevant as the horse and buggy.
When we are in the forefront of change, we become the new leaders. We stand out in ways we never dreamed possible.
Adapt or Perish will change your life. It will make you aware of new ideas, new possibilities, new ways of thinking, and new ways to become the new leaders of tomorrow. Read with care, implement with courage, and you will reap the rewards.
Making Your
Company Stronger
By Ilene Albert-Nelson
“Why?” is the most powerful question you can ask yourself both about what you do and what your company does. It doesn’t matter whether it involves a process, a strategy, or the way you or your company reacts to challenge and adversity.
“Why?” can also be a tough question if you don’t want to face the answers, especially if you are facing life changing issues such as a job search or dramatic changes in your industry.
When your personal life or your company or industry changes or established processes don’t work, “Why?” may be the most important question you can ask. Even when your life or business is going well, asking why may help you make it better.
For You
When was the last time you took a critical look at your life goals and asked yourself, “Why am I doing this?” or “Why is this important” or “Why do I care about this?” When was the last time you challenged your thinking about career goals?
Many of us choose our careers because we got our first job in that field or because our parents worked in that career. However, is that what you are best suited to do or passionate about? Is your behavior getting you what you want or is it sabotaging your efforts? Is what you are doing giving you satisfaction or joy? Why are you doing it if it isn’t satisfying? Remember, there is an old saying, “If you keep doing what you have been doing, you will keep getting what you have gotten.”
People don’t ask why because they are scared to challenge the status quo. If you have been successful in your career, it is even scarier to admit that what you are doing isn’t what you want to do.
What happens when change happens around you? The current economy won’t allow many people to keep doing what they have done in the past. Companies have permanently eliminated many jobs and many industries will lag behind in job creation for years to come. Still, many people are looking for work in these industries or expecting to find the same job they had before using the same search methods they used 5 or 10 years ago.
Change is hard. It’s also the most important thing you can do if you want more success and happiness. If your current efforts aren’t working, ask “Why?” and change them!
For Your Company
Anyone can ask “Why?” about what your company does but it can be difficult to get your organization to change. Challenging it in a positive way can lead to rewards as long as you are willing to assume responsibility for making change happen. Pointing fingers and complaining won’t solve the problem. Asking why and proposing solutions will.
When was the last time you challenged your company to change? “Why?” is a very powerful way to focus activity and strategy. Just because the company has always done it that way in the past doesn’t mean that it should continue to do so in the future.
Always ask at least five levels of “Why?” to find the underlying root cause of a problem (Method developed by Sakichi Toyoda at Toyota Motor Corporation -Wikipedia). This helps you understand the nature of the problem and the solution. In some cases, you may find even deeper layers and may face multiple issues. Asking why and gathering diverse opinions allows the organization to come to grips with key issues and not just resolve symptoms.
Be the person who asks good questions and proposes solutions and you will become a thought leader in your company and will drive growth and profitability. In today’s climate, both are critical components for business success.
If you don’t challenge the status quo, you may find your company or your position outmoded, out of date, and potentially out of business.
Don’t fear the question!
By Emily Woodman-Nance
Ever wonder what separates the good from the great?
The biggest difference is the mindset of the great. Successful people take personal responsibility for their lives. Where does it start? With first acknowledging that you will always be in charge of one aspect of your life – YOURSELF! If you relinquish this responsibility, someone else will set the course for your life, which means that your life will not have true purpose and meaning.
This new paradigm of personal responsibility is more crucial than ever for the current workforce. Gone are the days of job security, a pension, and lifelong benefits. People have fewer opportunities and a deep sense of despair.
James Agee said, “You must be in tune with the times and be prepared to break with tradition.” It’s time to shift your mindset if you want to successfully maneuver in today’s new job market. Think of yourself as a company. The product you are marketing is your skill set. For your business to compete at an optimal level in a saturated market, several essential elements need to be in place:
>>Powerful vision
>>Mission statement
>>Continuous strategic planning
>>Shrewd Board of Directors
>>Value added product
>>Checks and balances
>>System for taking care of the owner of the company – YOU
>>Exit strategy
Create a Powerful Vision
Have you ever been around people who wander aimlessly through life? There’s a good reason. They have no vision.
Numerous experts on leadership and personal development emphasize how vital it is to construct a personal vision for your life. Warren Bennis, Stephen Covey, Peter Senge, and others point out that a powerful vision can help you succeed far beyond what you could do without one.
Your vision statement guides your life. It provides the direction necessary to make choices about your career. Your vision statement is a light shining in the darkness which guides you on your way. In its simplest essence a vision statement is a long-term view of the future. It answers the question, “What aspirations do I have for the world in which I operate and what do I have some influence over?”
Creating your vision statement will require introspection and uninterrupted time. Using this exercise will give you a jump-start to creating your vision.
Find an isolated area. Picture yourself two years from now.
>>What are you doing?
>>What have you accomplished?
>>What is important to you?
Now imagine that you are being profiled on the news. What are you recognized for?
Do not filter your responses. Write down what comes to mind and include as many details regarding your professional and personal life as you can come up with. Remember, career is just one facet of your life. Don’t neglect the personal.
Continue to refine your vision statement until it accurately reflects your vision of who you are.
To give your vision statement the most power, describe it in the present tense. Act as if it were already true.
Create Your Mission Statement
When I hear the words mission statement, the first thing that comes to mind is Purpose. You may have already had conversations about your purpose in life. Many best sellers, such as The Purpose Driven Life and First Things First, focus on purpose.
Even with all of this discussion and literature about purpose, for some discovering their purpose in life seems like an unsolvable mystery or a daunting prospect. Stephen Covey (in First Things First) refers to developing a mission statement as “connecting with your unique purpose and the profound satisfaction that comes from fulfilling it.” Just think, discovering your mission is equivalent to a front seat view into who you are and what is important to you. Ultimately, it is an opportunity for the “real you to stand up.”
Here are two reasons why finding your purpose in life is important:
>>It gives meaning to everything you do. You could be a success but if you do not have meaning you will feel empty inside.
>>It motivates you.
You may experience failure or rejection. In such situations, your life purpose can give you the motivation you need to keep going.
A mission statement allows you to identify companies that have similar values and beliefs and helps you to better assess the costs and benefits of any career opportunity.
Your mission statement supports your vision. Your vision is a view of the future, how you get there is your mission.
Here are five questions to help you with your mission statement:
>>What talents and gifts do I possess?
>>What do I stand for? (Core values, i.e. tranquility, hope, etc.)
>>What was I put on the earth to do?
>>Who will I help?
>>How will I make a difference?
Draft your mission statement using these words: “My mission is to.” Continue to draft your mission statement until it provides the answer to your purpose for existing.
Once you have a mission that supports your vision, you can form goals that state how you will accomplish your mission.
Setting goals can impact your earning power and your aspirations. So get ready to set goals.
Think about what you want your career to look like in one to two years, after the next five years, and at the end of your life.
Where are you today relative to your one to two year goals, the next five years, and your lifetime objectives?
What are your educational goals?
What specific experience do you need to reach your objectives?
To help you accomplish your goals, identify action steps and deadlines. The following template can be used to formulate your goals.
Goal Period: (i.e. short term – 1-2 years)
Evaluate each goal and ensure it passes the SMART test:
S = Specific
M=Measurable
A=Attainable
R – Realistic
T = Timely (timeframe is set)
You now have a direction, a meaning, and steps to achieve your aspirations. When a curve ball comes your way, you can address it in a way that aligns with your vision and mission.
Engage in Continuous Strategic Planning
In the literature about why businesses fail, one of the top reasons is lack of planning. Many business owners and people are so eager to get started that they neglect to plan and jump in head first. Your plan is your blueprint for success. A well thought out plan forces you to think about the future and the challenges you will face. It forces you to consider your financial needs, your marketing and management plans, your competition, and your overall strategy for coming out on top. According to the Small Business Administration, a plan should consist of the following four sections:
1. Description of the business
2. Marketing
3. Finances
4. Management
As a business, the description will consist of your vision and mission statements. Marketing includes the collateral materials, personal branding, and marketing media you will use to get the word out about who you are and what you can do. Focusing on finances will allow you to determine how much cash reserve is necessary based on market trends. A budget is crucial for your business to expand and operate smoothly. Management is about staying active with seminars, training, and checking the job market periodically. Your plan is a living document that requires continuous updating and review.
Monthly Income and Expenses Checklist
Income:
Your Primary Income
Your Spouse's Income
Child Support or Alimony
Other Income
Total Monthly Income
Necessary Expenses:
Rent or Mortgage
2nd Mortgage or Home Equity Loan
Property Taxes
Water
Trash
Gas and Electric
Auto Insurance
Healthcare or Insurance Costs
Total Necessary Expenses
Discretionary Expenses:
Credit Card Bills
Auto Loan (s)
Gasoline
Cable or Satellite TV
Mobile Phone (s)
Total Discretionary Expenses
Investment Spending:
401K, 403B deposits
IRA deposits
Employee Stock Plans
Total Investment Spending
TOTAL MONTHLY OUTGOING
DIFFERENCE:(Income-Outgo)
It is important to always know where you stand financially. This budget template will assist in developing a financial snapshot. Add appropriate income streams and expenses.
If you discover a deficit, look at reserves and whether they can be used to offset the deficit. Your reserves are financial assets that you can quickly liquidate such as bank accounts, 401Ks and lines of credit.
Gather a Shrewd Board of Directors
For a business to successfully compete in a saturated market, it needs a keen board of directors. Likewise, to compete in today’s job market you need a board of directors which will give you direction and support. Your board of directors can include any or all of the following:
>>Mentor. Someone who has “been there done that.”
>>Career Coach. Can help you create your board of directors and serve on it.
>>Accountability partner. To help you stay on track and give you support.
>>Realtor. To advise you on your residential and/or commercial property.
>>Financial Advisor. To advise you on the best financial choices.
>>Spiritual Advisor. Can provide spiritual guidance and support.
You decide the composition of your board of directors. The key is to get members who are caring and competent as well as aligned with your values and your goals. Your board members are probably already in your network.
Value Added Product
The purpose of a company’s product is to provide value and satisfy a desire of the buyer. According to the law of supply and demand, if there is an abundance of supply and the demand is low inventory is shelved or perishes. The same holds true with the job market. If there a more candidates than jobs, some people stay unemployed and others may completely check out of the workforce. Keep in mind that your product is your skill set. It is more important than ever that your skill set adds value to an organization and sets you apart from the competition. To keep competitive you can do the following:
>>Stay abreast of industry/career trends
>>Become involved in the professional organization(s) that are aligned with your career/industry
>>Conduct informational interviews with successful people in your career/industry to find out what they are doing
>>Constantly look at how you can add value to the company. Is there a problem you can solve?
>>Train, train, train
Checks and Balances
Review your plan on a regular basis to ensure that it is viable and that you are adding value to an organization. Experts recommend every 8-10 months, as long as everything is fairly stable. Since your plan contains specific dates and budgets you need to determine how often to review your plan. As a rule of thumb, the plan should always be updated when there are any major changes taking place. The obvious changes are job outlook, market trends, and financial forecast.
Taking Care of the Owner of the Company – YOU
When dealing with stress of any kind, the first thing that slips to the bottom of the list is YOU. You begin to operate at subpar levels. Taking care of yourself is essential to doing your very best in any situation. Here are some ways to take care of yourself:
>>Eat right. Make sure you eat enough healthy foods.
>>Sleep. Try to get 7-8 hours of sleep per night.
>>Exercise. Research suggests people feel better after exercising.
>>Take time out for yourself. Doing something enjoyable relieves stress and keeps your spirits up.
>>Keep your sense of humor. This includes laughing at yourself.
>>Learn how to say no. Know your limits and do not take on more than you can handle.
>>Avoid people who stress you out. You know who they are. If you cannot turn the relationship around, limit your time with them.
>>Avoid hot-button topics. If you get upset over a certain topic, stop bringing it up or excuse yourself when it comes up.
If you regularly make time for rest and relaxation, you will be in a better place to handle life’s curve balls.
Exit Strategy
Businesses incorporate exit strategies into their planning. An exit strategy, a plan to get out of a situation, is crucial in bringing about a positive conclusion to a business undertaking. As a business, your mission is to be in tune with the organization’s culture and see in advance that it is time to prepare for an exit. To be in an optimal position for leaving an organization, do the following:
>>Keep your resume current. Capture your successes as they unfold.
>>Interview at least once a quarter. That way your interview skills are heightened and you stay aware of what other organizations want.
>>Continue to network and remain visible for the day when you need to start a new job search.
Now you have tools to take personal responsibility for yourself and set the course for your career. Now more than ever, this is a great time to do something completely different or to consider entrepreneurship.
Joel Barker frames it quite nicely. “Vision without action is merely a dream. Action without vision just passes the time. Vision with action can change the world.” Unlimited possibilities await you!
Chapter 3: The Entrepreneurial Job
By Lee Pound
It used to be that people entering the job market followed one of two very different career paths. They either got a job or started a business.
Those who got a job could look forward to a career that often included working for just one company, getting regular promotions, retirement at age 65 with a pension, and a good benefits package. They would make a decent salary or hourly wage, take home enough to buy that house that was always part of the American dream, and live in suburban communities surrounding major cities.
Those who started a business quickly learned how to market themselves and their businesses or didn’t survive long. They often worked long hours for little pay, worried about cash flow, many times had no pension plan, took little money home, and faced economic ups and downs that could put them out of business.
They also created the jobs that the first group competed for, took the risks that in many cases led to great rewards, and provided the engine that powered the economy.
Those who had a job understood little about marketing unless that was their job. They occasionally changed jobs and when that happened went through a prescribed ritual that included writing resumes, sending them to potential employers, and waiting for responses.
The business owner, on the other hand, marketed all the time. However, when the time came to hire a new employee, he or she accepted resumes, checked out a few of them, tossed most of them, and hired the person who seemed to be the best fit.
The New Paradigm
Times have changed.
Over the last few decades, that lifetime job became more and more insecure. Employees were more likely to be hit by layoffs or downsizing. Companies treated their workers more as commodities than as integral parts of the operation. The number of jobs an employee holds in a lifetime increased until today the average length of a job is two and one-half to five years.
In this new job market, getting a job takes almost as long as the job itself will last. Finding the job has become more of a marketing campaign than a traditional job search. With many candidates for each position, people need to find new ways to stand out.
Marketing for the Job Seeker
Many people today move back and forth from traditional jobs to running their own businesses. Many out of work corporate executives become consultants, many to their old companies. Instead of sitting in their living rooms collecting unemployment and waiting for a job offer, they make new positions, whether salaried or contract, happen.
In the process, employees become more like the entrepreneurs they used to court for jobs and less like the old line employees who occasionally had to look for a new job.
These entrepreneurial skills are an important part of the new job seeking paradigm.
The Job Search Strategy
A job search strategy is much like a sales presentation. You must follow certain steps to differentiate yourself from the crowd, to catch the eye of a potential employer, and convince that employer that you are the one to do the job.
There are four steps to this new strategy:
1. Get their attention.
>>If nobody notices you, nobody will hire you. If all the resumes are the same, you will not stand out.
>>Create your message to the world and to potential employers. That message tells them what you can offer them. It is the benefit of hiring you.
>>Place that message where potential employers will find it. This will include social media sites.
>>Be findable on Google. Most employers will check potential employees on the Internet before calling for an interview. If your accomplishments are posted on sites such as YouTube, LinkedIn, Twitter, and Facebook, they will appear in Google indexes and your potential employer will find them.
>>Research potential employers. Find out what their problems are, what their goals for the future are, what kind of employees they are looking for, and then make sure they know you can give them what they want.
>>Find potential employers on social media sites and connect with them. Ask them what they need and show them how you can help them meet that need.
2. Build your persona or character.
>>You have individual experiences, desires, and talents that nobody else has. Unfortunately, the traditional hiring process does not allow you to bring out these characteristics in a powerful way.
>>As an individual, you are unique. You are the sum of everything you have done, all the companies you have worked for, and all of your personal accomplishments. You want something specific. Be very clear on what that is. Do what is necessary to get what you want.
3. What problems have you faced and overcome?
>>Tell your personal story in terms of what you wanted, the problems you faced in getting it, and the steps you took to get it. These can be personal or work related as long as they relate to the problem you need to solve.
>>Show the strength of your perseverance. How much were you willing to risk for what you wanted? How did the problem you overcame relate to the problem your potential employer needs to overcome.
>>Show the positive result of the actions that you took.
4. Ask for the job.
>>This is the most important part of all. Show what you can do for the company then ask them to hire you to do it for them.
The Entrepreneurial Mindset
Even if you prefer to work for a company and continue to get salaried or hourly jobs rather than work for yourself, you must adopt certain mindsets. These mindsets offer a different way to think about how you get a job and how you get customers and clients.
1. Your primary job is sales. Before you can perform services for your clients you must first attract clients. Therefore much of your day is spent on marketing yourself to potential employers.
2. Your primary client is your employer. Once you have this client, your job is to keep the company satisfied with your contributions. A client will leave if you do not meet expectations. An employer will fire you if you do not perform.
3. You must always be aware of where the next client is coming from. Keep your eye on the future. Remember that your job will only last one or two years. Do you know where you want to go and what you want to do after this job is over? What skills will your next employer need and how can you get those skills while you are working here.
4. Market yourself every day. Make sure your Internet postings are up to date. Keep showing your expertise on social media sites. Keep your profiles up to date. Always have your current employer listed and always update your accomplishments.
5. Build a list of hot prospects. Keep adding potential employers to your database. Email them a newsletter with your latest thoughts and accomplishments. Keep them posted on trends in your field. Make sure they know who you are and what you do before you ever ask them to hire you.
6. Update your skills and knowledge. Keep attending seminars and workshops. Add skills you think you may need in the future. Add skills your current employer needs, particularly in jobs one level above yours.
7. Network with others in your profession. There is no better way to get a job than to have someone who works there recommend you. Build contacts that know and like you long before you need to use them. Find out about potential job opportunities from these acquaintances.
8. Do the best possible job you can for your current client (employer). Always build bridges. Make your current boss your raving fan. Even if he lays you off in the future, you may get a great recommendation from him. Get testimonials from present and past bosses and place them on LinkedIn so future employers can find them.
9. Leave your current job on good terms. Even if you are fired, thank your boss for the job while you had it. Be gracious as you leave. Ask if you can use him or her as a reference. Make certain a glow of good feeling is always attached to your name.
10. Never speak ill of a previous boss in a public place. Facebook is no place to air your grievances. If you complain about how your previous company treated you, future possible employers will find it and take it into consideration when they interview you. Keep your public record spotless and positive.
11. Always strive to serve people, even if you may never work for them. The more you help others, the more your reputation will grow. People will talk glowingly of how you helped them and future employers will find those remarks and, again, take them into consideration during the hiring process.
Conclusion
Your most important client is you. Your job is to get that important client work that pays. When you treat yourself and your potential employers like valuable clients, you will create lifelong relationships that will help you in every step of your career.
Chapter 4: Why Social Media is Changing Everything for Businesses
By Ilene Albert-Nelson
There has been a lot of “ink” (both real and digital) spent on Social Media and why it is important. But many people still don’t understand it and are afraid of it. Many businesses still aren’t online even though their customers are. Here is why your business needs to be there too, especially if your company sells to consumers, is local in nature, or has a large pool of prospective customers. If you are a business-to-business company or have a very small customer pool, then Social Media may not be as critical for you. However, don’t rule it out until you have checked it out!
Some Basic Facts
Facebook now has over 500 million users. This means that Facebook is larger than the US (which has about 305 million people). In fact, it is larger than all but two countries in the world! Fifty percent of active users sign in on any given day and 60 million update their status every day. People upload 3 BILLION photos each month and more than 5 BILLION pieces of content are uploaded every week. From a business perspective, more than 20 MILLION people become fans of a page every day. Average users spend 55 minutes a day on the site and become fans of four pages each month. In fact, some days Facebook outdraws Google! (Source: Facebook Press Room). And you aren’t here interacting with this engaged, interested and willing audience?
Then there is Twitter, which has over 15 million users. Not all are active but many are and many more follow than tweet. And 23.5 million people visit the site worldwide. (People can check Twitter feeds without being a member.) 50 Million tweets are sent out every day. Twitter is the number 12 website in the world. (Source: The Next Web)
And then there is You Tube. You Tube is the fourth largest site on the web. They get 300 million visitors worldwide per month. There are 5 billion video streams every month. Fifteen hours of video are uploaded every MINUTE. And they have 3.5 million visitors per day. They are now the second largest search site on the web – bigger than Yahoo. (Source: Clean Cut Media) You Tube allows you to share videos about your business with the world. Embedded links in your website or blog can be shared with You Tube.
So why should your business be on these sites or others? The biggest reason is that these sites are the top sites on the web today after Google. Facebook has had days when it exceeded Google as the most used site on the web! (Google, Facebook, Yahoo, MSN, You Tube are the top five sites in March 2010. (Source: Quantcast.com)
These sites are where your customers spend their time today, not where they have been in the past. Traditional media is still useful but is declining and declining rapidly for younger consumers.
Here are some of the reasons, advantages, and key learning items for Social Media for business.
1. Your customers and consumers are on social media and aren’t consuming traditional media the way they used to. Here are some statistics about traditional media:
>>>Newspapers are declining rapidly. Consumers are increasingly turning to the internet and 24-hour cable news. Have you looked at the size of your daily newspaper lately? Ad revenue has dropped 27% to the same levels as 1986. Newspaper advertising will not capture your audience anymore – especially if your target consumer is under 54!
>>>Consumption of TV via DVR and Hulu or other online access eliminates most commercials. Even though the average consumer still spends 8.5 hours a day watching TV, the majority of this is DVR playback, which means that ads can be skipped. (Source: Nielsen & Ball State Study 2009) Hulu and other sites are growing; Hulu is now growing faster than You Tube at 13%. Hulu is now the number two website for videos. 42.4 million people used Hulu in October 2009. (Source: ComScore)
>>>Magazine circulations are declining. Magazines have also seen a sharp decline in circulation as well as advertising. Newsstand sales have dropped 33% from 2002-2009 and paid circulation has dropped 7.2% for the top 100 consumer magazines. (Source: Mediapost)
>>>Even email is starting to decline in favor of messaging through social media such as LinkedIn and Facebook, especially in the under 30 group. Email site usage has dropped from 46% to 27% between 2003 and 2009. (Source: Online Publishers Assoc)
>>>Some companies are starting to use Facebook as their website and there is a lot of buzz in web development circles that this is a coming trend as Facebook adds usability to the fan page.
2. It is a real time CONVERSATION with your customers and consumers. This has always been the ideal for business, to know what your customers are thinking and have them tell you what they want. You no longer need to run focus groups or spend large sums of money for quantitative research. The answers are out there and your customers are only too happy to tell you what they think. Here are some things you need to remember as you get involved:
>>>Your consumers have an expectation of immediate information and real time conversations. Social media isn’t static like traditional media and it isn’t one way. You can’t just direct messages out; you have to be part of the conversation, which means two-way communication and responsiveness when your customers talk to you. You have to be open to this and respond in a positive way to any feedback you receive, even if you don’t like it.
>>>Your consumers expect to be part of your “tribe” (a Seth Godin term). Your customers will want to feel like they belong to your “club.” They are looking for community and a sense of belonging; you need to provide that sense of belonging.
>>>Customers will share what they do and don’t like about your participation so you need to monitor and be responsive. Listening is the key to being successful in social media.
3. Most social media is FREE as opposed to traditional media. The cost to have someone monitor the conversation may not be totally free (someone or some department needs to own this and you may have to add staff to manage it). This makes it accessible to every size business and allows them to access new customers and consumers without any “friction” (the cost to acquire). Any business can look and act “big” on-line; a small businesses’ website can look as good as the big guy and, if you have on-line commerce, there is the opportunity to sell to anyone anywhere. Plus online advertising in many industries is very inexpensive; the CPM (cost per thousand) to reach your customers can be pennies and you can control your budget in most cases by paying by view or click through. You can also advertise on Google and pay to bring up your SEO ranking (there are numerous resources that can go into this in detail), which makes you look bigger too.
4. SPEED is both an advantage and critical. No one is waiting for information or response – it is all in real time, not linear like it used to be. When you send a message you need to be there to answer the immediate response you will receive. Think about the “old days” when you used mail or a messenger; you could wait days for responses! Then you had email so you could send out emails and get responses in 24 hours. Now you have Social Media – your responses will be immediate. It allows you to get your message out in real time and respond to questions from your customers immediately. Imagine how much more quickly you can get a new product launched and how quickly you can judge how big a hit it will be!
5. Have you heard a new term called Crowd Sourcing? This is the ability to group source your product development, media plans, and even your newsletters from blog posts. You can ask your customers to help you develop your products; ask them what media they consume, or even see what your most popular blog posts are to use them for newsletters. Your customers are your best source of information to tell you what they want, how they want to hear about it, and how they want to buy it. And you didn’t have to pay anyone to get these answers for you. So have you asked them?
6. EVERYONE in every demographic is online every day. This is now THE source for information, connecting and sharing. 60% of US Households have an internet connection according to the US Census Bureau but an even larger proportion, 72%, are online (add access at work or school). Think older folks aren’t online? 45% of 70-75 year olds are online today. (source: Pew Group) Think about your personal habits – where do you go for information these days?
7. Your customers are talking about you online whether you are there or not. Do you know what they are saying about you? And are you being honest with them? Consumers expect a high degree of transparency from companies they associate with and will call you on any behavior they find opaque or dishonest.
So how do you get started? Listen. Set up Google Alerts so you can see what is being said about your company (and your competitors). Sign up for Facebook and Twitter and see what people are doing, including people and companies in your industry. Find the people in your company who are very comfortable online and empower them to represent your company. Hire a social media monitoring firm such as Radian6. Use YouTube to show people how to use your products or share new products; give your customers a virtual tour or a glimpse into your company. Use Twitter and Facebook to connect with your customers and to be part of that conversation that may be happening with you. Then have some fun with it – it doesn’t all need to be selling and business; the most successful users are those that bring in the human and let their community express themselves.
Social Media won’t totally replace everything else you do to reach your customers – and it shouldn’t. There is a place for traditional media, research, and outreach. But not using Social Media means that you are missing a critical component of the marketing mix in reaching your customers.
Facebook, Twitter, You Tube, and other appropriate sites can make a powerful story for your company. And having a story and sharing it is the most powerful way to grow your business!
Chapter 5: Taking the Mystery out of Social Media
By Lee Pound
It snuck up on us.
The Social Media revolution surprised and confounded virtually everyone in business. From being dismissed as the place where college kids chatted about nothing, it has suddenly become THE place where business owners meet clients and where deals get made.
Yet most business owners have no idea how powerful this new networking medium has become in today’s world. Most of the ones I talk to have heard of it, maybe even dabbled in it and most of them agree that they just might have to learn how to use it.
Those who have tried it wonder what the fuss is all about since they often see little result and are ready to give up. If this sounds like you, gather round and let’s remove the mystery.
What Social Media is and what it is not
The names seem like a blur of crazy made-up words. The process sounds bizarre. People rave about results and just as many complain about no results. Those who jump in see a bewildering array of messages pass in front of them, seemingly meaningless and disconnected. The people behind these messages seem shadowy and in fact many do not even exist. This uncertainty creates an undercurrent of danger.
We’ll talk about sites shortly. First, however, let’s explore what Social Media is.
To understand it, we need to go back to the days before the Internet. People met each other at parties, mixers, networking events, and at work. They met at social events, civic functions, and in organizations. Virtually all the connections were local. You knew people from your community very well and knew almost nobody from anywhere else. You met the same people over and over again and got to know them well.
This system worked well. It relied on personal contact, on working with a small group of people to accomplish specific goals such as a Kiwanis Club fundraiser. However, as a means of meeting people, it was slow and restricted.
It was all we knew.
Enter the Internet with its quick connections to people all over the world. At first static web sites did most of the work. Communication was one way, from the web site to the viewer. We still met people in the same way, at parties, mixers, networking events, that is, face to face.
Then interactive web sites arrived. Places where the viewer could answer back. Crude at first, they gradually grew in sophistication. Comments appeared on blogs. Then social networking sites arrived. Again crude at first, they became ever more powerful means of keeping in touch.
And here’s the key point. They were simply extensions of the already existing personal interaction. Facebook, for example, started as a way for friends at Harvard University to keep in touch with each other. At first, friends were actual physical friends you knew. Virtual friends came later. Connecting with people you’d never heard of came later.
Social media is a way to network, one of many. It supplements physical meetings rather than replacing them. It allows the same connection process we have always used to take place faster. And it allows us to know people better before we connect with them.
Social Media Sites Have Personalities
A key factor is that just as networking groups differ widely in nature, social media sites also vary greatly.
For example, LinkedIn is a heavily business related site. It is built around the idea that real life connections are to be encouraged and virtual ones entered into carefully. It also carefully controls access to others beyond your small circle of immediate connections, making it difficult to connect with people you have never met in person. It’s almost like a table in a boardroom where you can talk to the people nearest you but any other connection is difficult. This is much like a very structured networking event.
Twitter is very different. It is more like a big networking event in which people mill about, conversations happen, and anyone can listen in or join in. The big difference is that in the Twitter virtual networking arena, you can find out quite a lot about a person before you join their conversation. It is unstructured and anyone can follow or listen to anyone.
The first key to using social media correctly is to understand the personality of the various sites. Learn what their purpose is, the kinds of people they attract, and the kind of conversations that take place before you join in the conversation. The second key is to remember that social media sites are about relationships. Just as you wouldn’t bring up business when you first meet someone at a party at a friend’s home, you don’t talk about business until you have some kind of connection.
Using Social Media for Business
As a business owner, your job is to sell yourself, your products and your services. To do this you must build relationships with your potential customers and those potential customers must be able to find you and find out about you.
In the past you put up a web site and after a while it got indexed somewhere on Google, maybe page 43, and maybe page 1. You were potentially findable if someone put in enough of the right keywords. And you got just one listing for your website.
Success on Google and other search engines comes not from having one site listed high but from having a lot of listings, at least a few of which rank high in Google.
These days Google is more interested in dynamic copy than static copy. It indexes new material more highly and more quickly than web sites that never change. This means that social media sites, including blogs, and video sites, will show up quicker and higher on Google than your traditional web site. One time I posted on my blog and checked Google a few minutes later for it. I found it already indexed.
The more places you are listed, the more places you have articles, the more social media profiles you have up, the more you are likely to come out on the first few pages of the search engines. Potential employers and potential clients will find you and go directly to your content, which shows your expertise, your location, and your availability.
Getting Past Gatekeepers
In the old world of marketing, the prime emphasis was getting past the gatekeeper, that secretary who answered the phones and mail and filtered everything before it got to the boss.
In the social media world, you can contact many otherwise inaccessible people. You can even have a conversation with them, get to know them on a more personal basis, and then maybe do business with them.
Branding Yourself
Twitter and Facebook posts are primary branding tools for you as an employee and as an entrepreneur. Your posts and your profile should contain some personal information but they should be professional and show your expertise. Every time you write on the Internet, you are giving people tips, information, ways to succeed, and in general showing what you know.
For instance, on LinkedIn you can answer questions other people ask in quite a lot of detail. On Twitter and Facebook you can also answer questions, although in a shorter format.
You can also post articles on article directory sites. In many cases people will read them and comment on them and may even use them in their newsletter publications.
Finally, you can put up a blog where you discuss items where you have expertise, give new ideas, solutions and tips, and generally brand yourself as an expert in a certain area.
Conclusion
Social media started as a way for friends to communicate on the web more easily. It evolved into a powerful business tool that allows businesses to connect with clients and employees to connect with potential employers.
The rules vary from site to site. In general they follow the pattern of real life networking groups and situations.
They allow you to post large amounts of information all over the Internet so people seeking your expertise can easily find you.
Finally, social media allows you to build relationships with people you may never have met in real life because they live hundreds if not thousands of miles away.