Introduction
Guerilla job-search methods employ non-traditional and highly leveraged approaches to go after an opportunity. Some of these can be considered as unconventional job search. Metaphorically, the guerilla job-search methods can be analogized to the oriental art of jujitsu, where speed, surprise, and strategic moves are used to overcome an opponent. In comparison, wrestling entails brute force and muscle power. The traditional job search can be compared to the art of wrestling.
The following discussion summarizes methods using a guerilla approach.
The Making of a Guerilla
Guerillas are generalists and not specialists. This characterization does not refer to your area of expertise—your content knowledge that makes your résumé. Rather, it refers to the mindset you adapt to your marketing campaign. You are required to become knowledgeable about a broad range of topics, well outside your domain knowledge, to be a successful guerilla. Guerillas think non-linearly but systemically¾backwards. This thinking involves from creating results to doing things that create those results. Since hiring decisions are made by humans, understanding how humans make decisions and the knowledge of their psychological make up are essential to the guerilla approaches in a job search.
The other aspect of a guerilla mindset is that guerillas do not approach their targets with a “shotgun” mindset. They use laser focus in how they approach the targets they chose, one at a time. One at a time does not mean something done serially. Several guerilla activities can be launched, maintaining them in their various stages of gestation, if one knows how to manage this activity. A shotgun approach is where someone interested in search of a job sends myriad messages—all generically crafted—hoping to hit some targets, not much different from the wrestling analogy already presented. They are often disappointed when their results are otherwise. Guerillas, on the other hand, pursue specific opportunities highly selectively, and then they embark on a campaign executed to a turn to get an offer that they want from their target, even though the job itself may not exist to begin with. Those who are after generating and measuring numerically governed campaigns (how many resumes sent, how many calls, and so on) are often at odds with the guerilla philosophy. After all, how many jobs does one need?
Although this backward thinking is at the heart of any guerilla strategy, their success comes from how they execute this strategy situationally: guerillas are tactical magicians and opportunists! One of the key aspects of guerilla tactics is how to translate emotional responses that result in “we want to hire you!” to a logical train of cause-and-effect tactics in each situation that interests them. Going back, a comparison between guerilla tactics for job search and the conventional approaches correctly suggests that the latter is a more methodical and brute-force approach, whereas the former as a mental game! Guerilla is a mindset. They must understand psychology.
Why?
Every a buying decision is based on some mind thinking that acquiring a particular talent or object and then executing that thought. But, to reach this mind, first, there must be a marketing message that gets its attention. There are two types of marketing
- Freudian Marketing
- Skinnerian Marketing
Freudian approach deals with changing others’ attitudes (a mental act) about things and people so that they buy what is presented to them. This is an indirect approach to selling. The Skinnerian approach, on the other hand, is more direct and is based on the fact that you understand the behavior that results in acting the right way¾hiring you! This means saying, showing, or doing something that causes the employer you are interested in to hire you (a behavioral act)! This approach to marketing deals with hitting the target in the gut and approaching them viscerally once you have grabbed their attention cerebrally¾a more blunt and crude approach, but very effective. The Freudian approach, on the other hand, is based on appealing to the subconscious, the most powerful part of the person’s mind. If you can translate from the subconscious to the cerebral to the visceral, you can get action that much more quickly. One complements the other to create a final and right outcome—for you!
Thus, guerilla marketing combines both changing attitudes and behaviors in a quick way. It first impels the decision maker by creating a subconscious desire that quickly mobilizes into a mental prompt that, then, translates into a visceral act. This allows you to eliminate any competition you have potentially running for the same job.
One guerilla tactic may involve luring a potential employer to take a closer look at you, and then getting them to move to consider you a must-hire candidate. How can you lure a decision maker when there is so little interest (on their part) in a particular job? That’s easier than most realize. Researching the company, the department where you would land, and the job itself can shed a wealth of light on the situation. Looking at the business cycle the company is in, the market conditions, and general economy, it is not difficult to infer a forward-looking need that is not suggested in the job posting. Looking at the job trends and where the company needs to be in two-four years can yield interesting insights that can be presented in a cover letter. Similarly, a guerilla résumé also presents the message of value differently than a conventional résumé. Such résumés are about the target more than they are about the candidate.
Once you get their attention those on the hiring side can look at what you have to offer in a highly differentiated way because how you have positioned yourself. You can then intrigue them through the interviews to get to the point where it is between you and one more candidate. As you get to the offer stage if you sense some hesitation, you lure them by showing no interest in getting hired and suggesting that the employer does not appear ready to buy into the sophisticated approaches you presented. Now the employer moves in quickly to preempt the next move¾taking a chance on losing you. In the process you get hired immediately. This works more than most give credit for, and yes, it requires some guts and self-confidence! This is a classic guerilla tactic!
The following list is a partial compilation of some guerilla tactics that are effective:
- Always carry a business card with an intriguing tag line. Think of creating curiosity in the minds of those reading your card. Instead of saying “Jim Smith, Software Engineer” try “Jim Smith, Software Magician”
- When going to a job fair instead of taking your résumé, take that intriguing business card and explore the needs of the hiring managers. Send your response after you hear what they are looking for.
- Remember employers do not respond to just any job seeker; they’ll listen only to the jobseekers that draw their attention. Research a problem that when presented correctly hits them in the gut. Show that you not only understand their problem, but you know how to solve it! Now, you are the only candidate running for the job!
- If a company of interest is an “A” target, do not spare any efforts to research key factors and use that research in how you approach the hiring manager. Use a forward-looking outlook about the company’s needs based on your research and go beyond what the job description states to intrigue the hiring manager to contact you.
- For guerilla approach to work you must have the courage to tell the employers what you want them to do exactly. Lead them through the hiring process and what would get your interest.
- Employers do not hire bodies with skills that are in need for a job, they bring on board talent that creates value for them. If you can get their attention by articulating or suggesting value that even they have not thought about, you stand a strong chance of being noticed. Show your value and how it matches what the employer is trying to create for his company.
- Most decisions are made on emotions. Hiring decisions are no exception. Appeal to the emotions and then go for the kill with your iron-clad logic. This is the essence of the guerilla marketing.
There are many real-life examples of successful guerilla campaigns in the author’s The 7 Keys to a Dream Job: A Career Nirvana Playbook!