Guerrilla marketing for job hunters 2.0.
Jay Conrad Levinson, David E. Perry.
Foreword.
Do you know why Jay Conrad Levinson and David Perry use the word guerrilla guerrilla in the t.i.tles of all their books and talks? The answer is that guerrillas pursue conventional goals in unconventional ways. Guerrillas, like the achievers who read in the t.i.tles of all their books and talks? The answer is that guerrillas pursue conventional goals in unconventional ways. Guerrillas, like the achievers who read SUCCESS SUCCESS magazine, have a better perspective on reality than their conventional opponents who tend to pursue their dreams by the book. magazine, have a better perspective on reality than their conventional opponents who tend to pursue their dreams by the book.
Never before have guerrillas had such a compet.i.tive advantage. In the job market, doing things "by the book" is a fairly certain path to disaster and frustration-unless you operate according to the principles and insights in this this book. This book ushers you into the land of conventional goals attained, to reality as it is, rather than as it was. It guides you to a new world that remains unknown to other job hunters-a world in which guerrillas reign supreme. It has been said that in a dog-eat-dog economy, the Doberman is king. We"re in that kind of economy right now-and the guerrilla is king. book. This book ushers you into the land of conventional goals attained, to reality as it is, rather than as it was. It guides you to a new world that remains unknown to other job hunters-a world in which guerrillas reign supreme. It has been said that in a dog-eat-dog economy, the Doberman is king. We"re in that kind of economy right now-and the guerrilla is king.
It takes a lot to be a true guerrilla, and this book provides a lot to accomplish that goal. Wanting to be a guerrilla is part of the job, but the heavy lifting of becoming a guerrilla is in being a master of details. Where do you learn those details? The answer is in the pages ahead. It"s not necessarily an easy answer, but it"s a correct answer.
You absolutely must be aware of how the job market has changed dramatically just in the last decade. This is not your father"s generation; it is yours. But it only belongs to you if you have the wisdom and awareness of the guerrilla. You"ll gain those invaluable attributes if you soak up that wisdom and become aware of today"s realities. This book was written both to help you open doors to jobs others dream about and to show you how to get one.
To many, getting the job of their dreams is close to impossible. But guerrillas are experts at learning the art of the impossible. Their knowledge of what is really happening in the job market transforms the impossible into the probable. Lightning has been captured in these pages. Minds will be changed. Lives will be changed. Light will illuminate the way.
Can all that really happen with just a book? It"s a beginning. If you"re not a guerrilla job hunter, we wish you success, but if you are a guerrilla job hunter, we predict predict success. success.
Are you ready to design your life on purpose and live the best years ever? Start right now!
To your SUCCESS,
[image]
DARREN HARDY.
Publisher SUCCESS Magazine Magazine www.SUCCESS.com
Acknowledgments.
Sage Schofield knows what she"s done, Seth Pickett is our Official Man on the Streets, and Natalie Smith continues to lead by spirit.
Acknowledgments are also due to Steven, Mich.e.l.le, Heide, Elexa, Hayley, Zachary, Austin, Blake, Ava, Alyssa, Leighton, and John Thomas for being so darned cute.
And of course, my life and my search are more fruitful because of my new bride, Jeannie Levinson, and my constant daughter, Amy Levinson.
J. C. L.
I am truly grateful for the generous contributions made by friends and colleagues.
The recruiting industry, by its very nature, attracts mavericks, evangelists, and pioneers. It has been my good fortune to work alongside and share ideas with some of the finest in the business, including many who contributed to this book. My deep thanks go out to Lauryn Franzoni, Bill Humbert, Beth H. Kniss, Ross Macpherson, Shari Miller, Jim Moens, Dave Opton, Sally Poole, Paul Rector, Jill Tanenbaum, Deanna J. Williams, John Sumser, David Braun, Jason Alba, Peter Clayton, Jason Davis, Laura Dierker, Donato Diorio, Kevin Donlin, Allison Doyle, James Durbin, Stephen Forsyth, w.i.l.l.y Franzen, Glenn Gutmacher, Mark Haluska, Daniel Houle, Dave Howlett, Harry Joiner, Michael Kelemen, Cindy Kraft, Joseph Lanzon, Ross Macpherson, Patrick McConnell, Anita Martel, Matt Ma.s.sey, Dave Mendoza, Shari Miller, Joseph Nour, Steve Panyko, Allan Place, Darryl Praill, Jim Reil, Steven Rothberg, Dennis Smith, Gary Smith, Simon Stapleton, Jim Stroud, Penelope Trunk, Bill Vick, Kevin Watson, Tom Weishaar, and Allan Zander. You will benefit immensely from the insights of this powerhouse of professionals.
When I started my executive search firm with my wife and business partner, Anita Martel, my marketing budget for the entire year was $20. As luck would have it, I stumbled across an interesting book called Guerrilla Marketing Guerrilla Marketing by Jay Conrad Levinson (Boston: Houghton Mifflin, 1989) that promised to reveal hundreds of ways to stretch my marketing budget and get results. Indeed, I owe my early successes in recruiting to Jay"s ideas. Little did I know that 17 years later Jay would write the Foreword for my first book, by Jay Conrad Levinson (Boston: Houghton Mifflin, 1989) that promised to reveal hundreds of ways to stretch my marketing budget and get results. Indeed, I owe my early successes in recruiting to Jay"s ideas. Little did I know that 17 years later Jay would write the Foreword for my first book, Career Guide for the High-Tech Professional Career Guide for the High-Tech Professional (Franklin Lakes, NJ: Career Press, 2004), and later ask me to coauthor this book. To guerrilla marketers, Jay Conrad Levinson is a 5-star general. He is also a true gentleman. I am honored to write alongside him. (Franklin Lakes, NJ: Career Press, 2004), and later ask me to coauthor this book. To guerrilla marketers, Jay Conrad Levinson is a 5-star general. He is also a true gentleman. I am honored to write alongside him.
I was 8 years old when I discovered SUCCESS SUCCESS Magazine. Each issue was a revelation, stuffed with state-of-the-moment advice and spiked with interviews of the brightest businesspeople in the world. I drank the Kool-Aid, and I"ve never missed an issue since 1968. So, as you can imagine, when Darren Hardy, the new publisher of SUCCESS agreed to write the Foreword-I was ecstatic! You would be wise to join millions of other top performers and keep SUCCESS on your nightstand as you pilot your new career. Magazine. Each issue was a revelation, stuffed with state-of-the-moment advice and spiked with interviews of the brightest businesspeople in the world. I drank the Kool-Aid, and I"ve never missed an issue since 1968. So, as you can imagine, when Darren Hardy, the new publisher of SUCCESS agreed to write the Foreword-I was ecstatic! You would be wise to join millions of other top performers and keep SUCCESS on your nightstand as you pilot your new career.
I have Christa Martel-Perry to thank for providing the "drill instructor" themed original artwork. Daniel Houle shot the photo on the back cover.
Mark J. Haluska, my friend, colleague, and business partner in recruiting, contributed his blood, sweat, and cheers to this book. Following a remarkable career in the military and in public service, Mark has become a first-cla.s.s headhunter. His insight into the minds of hiring managers, his knowledge of all things recruiting, and his off-the-wall sense of humor have been invaluable.
Kevin Donlin helped to expand the offering with the formation of the Guerrilla Job Search Boot CampTM. A great business partner, he"s a pleasure to work with-except for all the excess energy.
To my business partners in RecruiterPix (Kevin Watson, Daniel Houle, Steve Panyko), the job board attached to the GM4JH.com web site-thanks. But we know it was Jerri Panyko who managed to corral the four of us long enough to complete the task. Jerri, you"re my hero! web site-thanks. But we know it was Jerri Panyko who managed to corral the four of us long enough to complete the task. Jerri, you"re my hero!
All the people at John Wiley & Sons were a pleasure to work with, including Christine and Beth. I want to single out Shannon for suggesting the idea for Guerrilla Marketing for Job Hunters 2.0 Guerrilla Marketing for Job Hunters 2.0 and shepherding it through the editorial process. What a breath of fresh air she has been. and shepherding it through the editorial process. What a breath of fresh air she has been.
Many thanks to Megan Quinn at Google for steering me through the permissions process so we could use all the Google screen shots that make the book easier to follow. Google is a trademark of Google Inc.
To my father Fred Perry who patiently read and reviewed all my first drafts in spite of having a life of his own . . . thanks!
To the tens of thousands of job hunters and hundreds of clients I have worked with over the years-thank you. Without you, my life would not have been nearly as interesting.
To Christa, Corey, Mandy, and Shannon Martel-Perry who put up with my modified schedule to get the second edition out on time-Thanks.
Last, to my darling wife who picked up the slack in our executive search practice and made sure none of our clients" projects fell through the cracks-you"re a life saver. Thanks, I love you.
D. E. P.
Warning
This is the book some headhunters didn"t want written!
I know what to say and how to say it to get employers to make hiring decisions. I know all the tricks of the trade to turn finding a job into a logical and systematic process-I discovered almost all of them the hard way-and I am going to share them with you so that you don"t need to go through the same agonizing trial-and-error experiments I did. In my 22 years as an executive search professional, headhunter, recruiter, and placement counselor, I have negotiated more than $174 million in salaries. BUT, and there"s always a "but," don"t waste your time if you"re one of the millions of people who dream of "hitting it big," and becoming a "high-roller" by winning the lottery, but who never actually buy a ticket! This book is definitely not for you.
With us you actually have to get in the game and work. There are no silver bullets! I hope that"s not you I hear groaning, "Then why did I buy this book?" Why? Because there is a well-honed process we can teach you if you want to learn it and work it-but YOU YOU actually have to do the work yourself. actually have to do the work yourself.
Do you want to take charge of your life and advance your career on purpose. Yes? Then this book is absolutely for you. Read on.
DON"T PANIC!
We"ll show you how to headhunt your next job and exactly how to work effectively with friends, colleagues, strangers, and headhunters so they can help you, too.