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Copyright Human Workplace 2012. Not for transmission or duplication (except to Denver Post Blog readers!) www.humanworkplace.com
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Copyright Human Workplace 2012. Not for transmission or duplication (except to Denver Post Blog readers!) www.humanworkplace.com
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product or service. You will sell people successfully on products and services when youre able to show the buyer that purchasing your product or service will relieve their pain. Its the same way in a job search . Were not trained to think about business pain in terms of a job search, but the notion of spotting and digging into business pain is very, very relevant for job-seekers.
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Heres the formula for a pain letter. We start off with what we call a hook. Most often, that hook comes right off the website, and isnt tough to find. Were going to say, Dear Jane, congratulations on the green building award that you guys won from the Downtown Improvement Association. We found that news tidbit on the employers website. Virtually no one does this in a job search, and its very easy to see how starting off a letter by talking about the employer rather than about ourselves would have positive results. For one thing, were making it clear that were awake, that were paying attention. Were making it clear that this Pain Letter is not a boilerplate letter that we send to one employer after another. Were showing that we are tuned in to whats happening at this employer that we are interested in. Were not going to start off our Pain Letter talking about us were going to talk about them. Theyre the subject of the letter. Congratulations on being voted one of the top fifty companies in Fort Wayne. The hook for your letter is typically not hard to find. . Its going to be in the press section of their website and you can go back as far as six months in time. If you find a decision-maker who speaks or writes or sits on panels, youve got it made , because youre going to Google his or her name and youre going to say, I loved what you said at the conference last week, particularly when you said that kelp is the new hemp, for instance. You are going to call attention to what they said and believe me, that person is going to keep reading your letter. Theyre not going to put it to the side because very, very few job-seekers do this. Nobody writes to them and talks about them. So the very first thing in your pain letter is a hook.
Copyright Human Workplace 2012. Not for transmission or duplication (except to Denver Post Blog readers!) www.humanworkplace.com
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This is what were going to say. Given your tremendous growth, I wouldnt be surprised to find that your talented marketing team is stretched to the breaking point. Often, the business pain proceeds right from the organizations own news. If theyve been laying off people, and you are an HR person, youre going to write to them and say, Given the recent changes in your business, I wouldnt be surprised if you could use an experienced Employee Relations person. We are not going to write to them and say, I have this skill, I have that certification, I have the other one, I tap dance, I sing. Employers are not going to see the connection between our litany of I haves and their own pain, unless we connect the dots for them. Were going to say, Boy, I see that you guys are doing x, y, z and were not going to say, I read it in the newspaper. Gold star for me. Were going to mention whats going on with our target employer, because were businesspeople and were paying attention. It is electrifying to a hiring manager to read about their own issues in a letter from a jobseeker that is to say, a wise consultant because its so uncommon, and because it speaks directly to whats top-of-mind for them. We often get, and of course are looking for, the reaction Wow! This person understands what Im up against. This person is speaking to me about what I care about. Thats your advantage with the pain letter.
Copyright Human Workplace 2012. Not for transmission or duplication (except to Denver Post Blog readers!) www.humanworkplace.com
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to find our hiring manager. The company is too large its too difficult from the outside, unless we have a friend inside, to navigate the org chart and locate that person. But in a medium-sized company, or in a small organization, you absolutely can find your hiring manager. Youre going to start on the company website. If its not an enormous company, you can write to the head of your function. You can write to the VP of Marketing, if youre a Marketing person. In a smaller organization, you can write to the CFO. Youll s end a letter in the mail, thats regular old snail mail, using white bond paper, and that will be same exact paper, same exact typeface as your resum.
Copyright Human Workplace 2012. Not for transmission or duplication (except to Denver Post Blog readers!) www.humanworkplace.com
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Youre going to set up a LinkedIn profile, and then you can start to search on LinkedIn. The PEOPLE tab on the upper left hand side of the LinkedIn screen is the search tab.
You can go right to that area of the site, search on the company name and the title that is most likely to be associated with the person youre trying to locate. And you know what, if you find a person who is close but who is not your hiring manager, for instance, she sits in the next office over, you havent embarrassed yourself. Shes going to pick up the letter and shes going to walk it one office over. Its still so, so much better than going through the black hole. The third way to find your hiring manager is to Google the company name and the most likely title. Youd type the terms Marketing Director and XYZ Graphics into a Google search box, and your target hiring managers name is going to pop up, a good percentage of the time, either because theyve been quoted somewhere, they wrote an article, or they went to a conference. Youre going to be able to find them , very often. Heres one other place to look. That is www.zoominfo.com, a business research site that lists managers zillions of companies. So that piece of the Pain Letter process, finding the decision-maker to write to, is typically the most time-consuming part of the whole exercise. It might take you twenty minutes to find that decision-maker, but youre going to feel very good when you put that letter in the mail. My client/friend in Phoenix was looking for a job, and she wrote to the COO of a multinational company in New York. A week later she got a call from the VP of Operations, thats her hiring manager, in Phoenix, because he had the letter that she sent to the COO in New York, the physical letter. They sent it through one of those interoffice mail envelopes. And he had the letter with scribbles on the margin. She was trying to angle around to see the scribbles but she couldnt read them , but it doesnt matter because she got the job. She wrote directly to the COO in New York. Hes paying attention because shes paying attention. He says to his regional VP, You have to interview this lady. You have to interview this person out there in Phoenix. If you can do two of these Pain Letters a day, youre going to get very good results I predict. Its very exciting and very gratifying because youre writing to a person as an equal now. Youre not writing to them with the approach May I crawl over broken glass to kiss the hem of thy Majestys robe? You are too senior to do that kind of thing. Youre going to write a Pain Letter that goes right to the decision-maker and its very, very gratifying to see those results.
Copyright Human Workplace 2012. Not for transmission or duplication (except to Denver Post Blog readers!) www.humanworkplace.com
Page
Copyright Human Workplace 2012. Not for transmission or duplication (except to Denver Post Blog readers!) www.humanworkplace.com
Page
Copyright Human Workplace 2012. Not for transmission or duplication (except to Denver Post Blog readers!) www.humanworkplace.com
Page
Copyright Human Workplace 2012. Not for transmission or duplication (except to Denver Post Blog readers!) www.humanworkplace.com
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