I have written many blogs/articles about the idea of adding a “pull approach” to employment seeking – where you “pull” potential employers to your professional website. You can read more about this concept by clicking here (scroll down to see the blogs). I wanted to write a blog about some of the questions I have fielded along with my responses.
How does a potential employer find out what type of career I am interested in?
There are a few ways to share your career aspirations through your professional website. First, you can write a mission or objective statement – something commonly found at the top of a resume – and make it a focal point on the home page of your professional website. Second, you can take advantage of the skill-based approach and present your skill set – something an employer can use to infer what career opportunities you would be interested in. Third, you can setup a SEO campaign to target career opportunities where you live; it takes time to be properly indexed in a search engine so this is more effective for a long-term employment search (or what we call “casual employment seeking”, i.e. when you are already employed but would be willing to explore other employment opportunities). Fourth, keep up a blog; potential employers can learn more about you on a personal level.
I would like to see the concept of a “pull approach” to become more popular, enough so that web service companies develop new technologies to make it more effective. I envision a search mechanism that indexes personal websites, for example.
How much should I rely on a “pull approach” to find employment?
I would take the same amount of time applying to jobs with the traditional approach (what we call a “push” approach), especially if you are early in your career. You can respond to job listings by sending not only the traditional PDF cover letter and resume, but also an email invitation to visit your professional website ; of course, you would prefer they follow the invitation because of the richer content and communication features of a professional website. LinkedIn and MonsterJobs have effective search mechanisms where employers can find you by searching through a skill set; I recommend linking your profiles to your professional website, so an employer winds up there.
Is there a way to tailor my website for a particular employment opportunity?
Yes. You can optimize your website by setting up the sections you want to make available, and within the section, turn “on” or “off” line-items. In addition, you can make a targeted cover letter available to a potential employer visiting your website from an email invitation. They follow a link from your invitation, log into your website, and are then taken to a page where the targeted cover letter appears.
How do I keep track of potential employers visiting my website?
You can incorporate Google Analytics with your professional website. This helps you keep track of how visitors are finding you, what content they are accessing, and how long they are on your website. There is also a feature where a potential employer can leave a message after visiting your website for an employment opportunity; this functions like a guestbook. They can leave a message about the opportunity, how to contact them, and what the next step might be.
Is a “pull approach” more effective for certain professions? Is a “pull approach” more effective at certain career stages?
I would expect that if you are seeking employment in IT, business, and communications, a “pull approach” might be more effective because of the direct influence of web media and the faster pace of hiring in these areas. I have experienced recruiters trying to fill a web designer job in a matter of hours.
Matching job seekers with potential employers is a long standing, well established system. There are certain professions, such as entry-level lawyers and doctors, where there is a courting and internship programs that will ultimately determine whether you get an offer. However, even if you do not effectively pull a potential employer to your website, a professional website is still an excellent way to represent you.
A “pull approach” can only be effective if employers actively seek employees, something we have discussed in previous blogs. The best evidence that this is happening is the success of LinkedIn’s flagship product Recruiter, where recruiters pay to access LinkedIn’s network to find potential candidates. The average age of a LinkedIn user is 42, which means they are established professionals. So there is no clear indication how effective a pull approach would be for early career professionals, but some indication it could be effective for mid to late career professionals.
Let’s make this an open forum so we can develop this “pull approach” concept; please leave your questions as a comment.
TheProfessionalWebsite provides you with a your own professional website – the ideal platform to pull potential employers to.