The Paradox of the Comfort of Crowds

An interesting dynamic occurs with new clients. They sign on, initially, because their current job search isn’t working. They have a traditional resume, one that lists, in chronological order, the responsibilities of the jobs they’ve held over the years. They’ve posted this resume on a number of job boards and used it in applying for the positions listed on the boards and on company websites. They’ve waited for someone to contact them. And they’ve waited some more. Rinse. Repeat.

They get discouraged, naturally. Then they come to us. They want help; they can’t do this on their own. We show them something different: A framework where they differentiate themselves from everyone else. We write them a new resume, one that emphasizes their accomplishments over responsibilities. We coach them on how to speak to the value they can bring to a prospective employer. We help them build their brand. We coach them on how to network and create relationships with decision makers.

They get very excited. This is different. It will work. After all, the process they’ve been following hasn’t produced any results; it’s been a black hole.

So, they begin anew with great energy. They have a brand and a resume that shows how their brand works; and a LinkedIn profile that reflects their brand. This is really different. They’re really gonna stand out.

They reach out to people on LinkedIn; they join Groups; they follow companies. They post their new resume on the job boards, replacing their old one. They send it in when they apply for positions posted on the job boards and on company websites. They wait for someone to contact them. They consider selling life insurance or becoming a financial planner.

They may get contacted by a recruiter who tells them that he needs a resume that shows their responsibilities from every company they’ve worked for, in chronological order. They come back and ask for a new resume that looks much like their old one. They’re concerned that they don’t look like everybody else.

I had a recent conversation with a recruiter. I asked her how she saw 2011 shaping up for jobs. Her response was that it will be a great year for people who can articulate and demonstrate their value to prospective employers; those who rely solely on skill sets, not so much. The interesting thing is, with published positions – those posted online on job boards or company websites – skills are how HR folks determine candidates’ qualifications. Decision makers, on the other hand, are more focused on value.

If you’re in a job search and you’re relying solely on your skills you blend in with the crowd. Like the gunslingers of the Old West, if you’re relying solely on your skills, there will always be someone younger and faster and cheaper. It may feel safe in the crowd, but you don’t get noticed.

Value isn’t necessarily related to time or cost. Values relates to accomplishments rather than responsibilities. It appeals to the people who care; the people who make the decision whether to hire or not. Skills may get you in the door for an interview, but it’s your value that will get you hired.

Value stands out; it’s what makes you unique; it becomes your brand. Skills are necessary, but not sufficient, they don’t trump value.

So do you feel safe if you run with the crowd, by blending in with everyone else? Are you indistinguishable from others?

Or do you take the risk and stand out? Can you articulate and demonstrate your value? Can you stand out from the crowd?

What do you think? Is there safety in numbers? Is it worth the risk to stand out and stand on your value?

It’s a Process, Not an Event

Two people whose blogs I follow religiously – you know about being religious; you may not check in regularly, but you are faithful – are Tom Peters and Seth Godin. These are thought leaders in their fields and often have posts that change the way I think. Two recent posts really hit home.

I often work with clients to create profiles on LinkedIn.com. It’s become a reality that social networks, like LinkedIn, Facebook and Twitter, are critical to building and maintaining one’s brand – differentiating oneself from the rest of the pack. Many of my clients – especially those of a certain age – don’t quite get this yet. They may reluctantly post a profile on LinkedIn and then ignore it. Social networks are online communities. Like most communities, they require participation to be effective. You can’t just show up; you’ve got to contribute. Most folks just want to show up; have a presence on LinkedIn, and expect the world to beat a path to their door. They get discouraged when it doesn’t happen. They’ve posted their profile, but no one seems to care.

Another group may be more active. They troll LinkedIn, extending invitations to connect. They get pretty excited when their invitations are accepted and their connections build. “Oh yeah,” they’ll say, “I’m on LinkedIn. I’ve got over 100 connections.” The problem is they’re still not contributing; they’re just collecting.

Godin recently posted about the reason social media is so difficult for most organizations. He noted that it’s because social media is a process, not an event. Events are easy to manage; processes build results for the long haul. The same holds true for individuals and their participation in social media. Posting a profile is the event, but effectiveness comes from the process of contributing. LinkedIn has groups to join and Q&A sections to participate in. Contributing to both raises one’s profile in LinkedIn and sets one apart from the millions of other, more passive, profiles on the network.

So, having encouraged you to contribute to the social media community and be involved, virtual participation isn’t enough. Peters hosted guest blogger, Karyn Polewaczyk, who in her post Meeting Up: The New Black, reminds us that we shouldn’t confuse the importance of virtual contacts with the value of face-to-face interactions. There is no substitute she admonishes us, for presenting our “best, polished self in realtime. Social media is the fancy awning that hangs from a building; human interaction is the bricks and mortar.”

Part of the process of networking is getting in front of people; actually connecting and building relationships. My friend Peter Larson notes that it’s all about relationships. The people with whom you take time to build relationships will most likely be the folks that help you find your next position. They will have an investment in your well being and will want to see you succeed.

So the process of building relationships occurs both in social networks and face-to-face. It’s not an “either or”, but a “both and.” Be active in and contribute to your social network community. Meet face-to-face with those to whom you’re connected. Build relationships.