Current State of a Pull Approach

LinkedIn’s Recruiter is currently the most effective search engine to apply a pull approach – where you lure a recruiter or potential employer to your professional website. To apply a pull approach, I recommend publishing your skill set in LinkedIn and setup a basic profile with a link back to your professional website for an employment evaluation.  A Forbes article, Who Should You Hire? LinkedIn Says: Try Our Algorithm, shares some of the most current data regarding its usage: 16,400 enterprises have bought LinkedIn’s Recruiter. In addition, the article discusses how LinkedIn is building a new algorithm to expand “companies’ overall prospect list” by finding ways to leverage similarities in careers, skills, and education from the base search criteria.[1]

MonsterJobs also has an effective search engine for recruiters called Power Resume. Similar to the approach with LinkedIn’s service, you should keep your skill set updated and wherever you get the opportunity (on your profile or a basic resume) link back to your professional website.

There has been a flurry of recent articles about Twitter becoming the next big job board; it is clear recruiters and potential employers are utilizing Twitter to post job opportunities, you can easily find job postings if you look for them. However, to employ a pull approach, Twitter gives you the opportunity to promote your personal brand through an advertisement – essentially a 140 character elevator pitch or 6 second video clip. The way you craft your elevator pitch and utilize hooks, you should be able to get face time with your target companies. And at the end of the Tweet, send them back to your professional website where they can learn more about you by reviewing your skill set, samples of your work, etc.

An interesting way to advertise your personal brand for a job is through a Facebook ad. You can create a Facebook ad that goes directly to your professional website. To reach your target audience, you can select a “precise interest” or “broad categories” where you narrow down who will see your ad.  Altogether, it should not cost more than $100.[2] The strategy was first suggested in Guerilla Marketing for Job Hunters 2.0 (Wiley, 2009), though I suggest that your professional website should be your landing page (not a link to your resume).

A similar approach can be applied with Google Adwords where you can setup an ad based on certain keywords (you pay on a per click basis). This complements a well-conceived SEO campaign (“search engine optimization”), which is free but takes time to become effective.

I have discussed how to use LinkedIn, MonsterJobs, Twitter, Facebook, and Google to lure recruiters and potential employers to your personal website. Think about the advantage in having everyone funneled to a single reference point, your personal website – in effect an identity. You can optimize your personal website to best present your personal brand and be assured this is where your target audience will get to know you and make any evaluations.

Here are some reasons why you should link back to your personal website:

  • It is redundant to maintain a profile/resume in many different places.
  • There are limitations to the content you can provide based on the profile/resume.
  • No current profile/resume is as sophisticated as a personal website (use of media, style, layout, aesthetics, etc.)

[1] Anders, George. “Who Should You Hire? LinkedIn Says: Try Our Algorithm.” Forbes, April 10 2013.

[2] Salpeter, Miriam. “Social Networking For Career Success.” Learning Express, 2011.

2 thoughts on “Current State of a Pull Approach”

  1. The same argument should be modified to address students applying for higher education positions, or regular workers who have developed skills which may enhance their market value.

    1. Great point. For now, it might seem college admissions would be reluctant to actively seek out students (unless they are seeking to fill a highly specialized field of study). However, most colleges allow for students to submit an online application so providing a link to a personal website makes sense. It adds new dimensions to a college application (i.e. types of media, course work, skill sets, and personality). And this might be the only way to share this extra content considering students probably do not have a lot of professional experience to draw upon. This argument also applies to a regular worker who may have a hard time filling in a single dimension resume because of limited experience.

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