Don’t fall in their trap. Guard your credit card

Welcome to America, the land where marketing was invented and perfected. I applaud those who successfully deploy marketing methods and have flourishing businesses. But many buyers fall for certain ads without doing their due diligence. Following is the typical format of an online marketing campaign. If executed well, it could be very rewarding and very profitable for the owner. The onus is on the potential purchaser to make sure not to give in to emotions with a knee-jerk reaction or immediate belief.

I am a career coach specializing in helping clients with job interview preparation, and I follow online marketing offers in my field with an open mind and for the sake of guiding clients about whether such general coaching programs might be advisable for them versus a more-custom-tailored one.

The step-by-step online marketing system is carried out by marketers who:

1. Create an attractive-looking Web site—including pictures of young and good-looking people—and who post testimonials on the home page for credibility.
2. Provide a brief text based on logic but appealing to readers’ emotions.
3. Pretend to give away something of value via a video or downloadable relevant material.
4. Provide a video whose duration is not disclosed, because if it’s too long, people will not commit to watching.
5. Declare three common and obvious problems that people have, and make it dramatic.
6. Say they have the solution and can help.
7. Indicate that they can offer the solution only for a limited time, and so buyers need to hurry up and make a decision.
8. Now go one by one through the three problems mentioned earlier, and emphasize the potential negative outcomes if not dealt with.
9. Make it sound simple and give [away] an example.
10. Include a stern warning by referring to their competitors and how expensive and their products are and how poor the quality and stressing that what the competitors are offering does not work.
11. Go back to the three problems but now discuss them one by one, highlighting how easy and beneficial their program is.
12. Go into details about what the purchaser will get, and they make it look simple yet comprehensive.
13. Now make the “call for action” by laying out the cost of the program if purchased individually and mentioning that if purchased now, it is just a fraction of the total cost.
14. Offer various ways and methods to purchase via credit card.
15. Make it look good, and throw in a few bonuses.
16. Reference the very large number of people who bought the product and are thrilled with it.
17. Show several specific testimonials of happy customers.
18. Provide a limited, money-back guarantee.
19. Repeat one more time everything the purchaser gets.
20. Don’t stop now but also offer the “special”—“only for those who buy today”!—and throw in additional articles and bonuses.
21. Point out the consequences of doing nothing by appealing to the emotions of buyers not ready to commit.

In conclusion

You have to decide whether such a product or service is for you. Based on how it’s presented, it sure looks simple and fast, and it solves a problem inexpensively. But are you ready to pull out your credit card?

By definition, every job seeker is a seller of self. The recruiter and the hiring manager, on the other hand, are the buyers. Buyers are obligated to perform due diligence before making commitment to sellers. Now, I’m sure that you the reader do not stretch the truth, exaggerate the

LinkedIn helps job seekers

facts, or even occasionally lie on your résumé about certain facts, skills, or accomplishments, but I know that some others do. According to surveys such as Jobvite, 93% of recruiters use social media to check out candidates. A recruiter’s professional obligation is to make sure that résumés submitted to companies factually represent the job candidates. Otherwise, the recruiter’s credibility is on the line. Recruiters compare the content of candidates’ résumés with other facts they are able to find online. To make those comparisons, 94% use LinkedIn, 66% use Facebook, and 52% use Twitter. But what are they looking for?

1. Validation of expertise and experience

Recruiters and hiring managers compare, for example, your skills, experience, and accomplishments—as stated in your résumé—with any evidence found regarding your participation in communications with others who belong to the same groups you do. If, for instance, you say you’re very qualified at the expert level, well, your claim should be evident elsewhere too. If you say you’re a leader who communicates well, then that should be apparent via your blog that is linked to your LinkedIn profile. Furthermore, recommendations validate your expertise, and endorsements speak specifically to your professional skills.

2. Evidence of consistency between the resume and social media

The basic things a recruiter validates are the matching of dates of employment and names of employers. They also search for any gaps in titles, college graduation date, academic degrees, and so forth between your LinkedIn profile and your résumé. Even though it is advised that a résumé be tailored to the job being applied for and that your LinkedIn profile be more generic in nature, the basic information has to otherwise match, or the discrepancies will raise questions. Significant varying information between the two could cost you the opportunity to continue in the selection process for further review of your candidacy.

3. Assertion of technological savvy

Those who have complete and attractive LinkedIn profiles affirm their understanding of the online business. Such profiles also serve as differentiators against more-mature people who, typically, are less savvy about new technology.

In summary

Online presence not only is helpful to the job seeker but also makes the recruiter’s job easier when it comes to the processing of your job application. In addition, candidates who are not perfectly honest about their professional backgrounds will come to regret the deceit because sooner or later, the truth will surface. A problem that some job seekers face is their posting of some information online years ago, at a time when such information was not important to them but it helped them impress their friends and peers at the time. That information may backfire now if found—even years and years later.

Blaming self?

In today’s business world, a college degree does not automatically lead to a great job the way it typically did in the past. Today, in addition to that college degree, one has to learn how to find a job—and be good at it. This additional challenge represents a significant barrier to some job seekers and especially to more-mature people who have a hard time keeping up with fast-developing technology that requires new skills. So, following are a few tips regarding both what to do and how to do it.

Online and in-person networking

Beyond LinkedIn, recruiters use Twitter, Facebook, and other social media to find, select, and qualify talent. Those new tools—which over 10 years ago were either nonexistent or in their infancy stage—are absolutely essential for today’s job seekers to be familiar with. A job seeker who does not show up on recruiters’ screens is simply ignored. This is a huge punishment for those who need a job. To be found and deemed qualified, candidates must learn how to use social media—and then use it extensively—beyond the three mentioned here. Social media are not only the venues for finding jobs but also tools that establish a positive reputation and credibility. Just remember that there are many, many applicants for just a few openings.

In-person networking supplements other social media networking. In-person networking should be considered a business transaction and not just social interaction the way many job seekers practice it. When networking in person, ask for opinions, introductions, and referrals. Don’t be bashful; be slightly aggressive but still tactful. Most people are willing to help if asked.

Tools for job seekers

Because technology has changed the job search system for both employers and job seekers, the latter group needs to quickly catch up. Employers use technology to source for talent. The majority of medium-size companies use some type of recruiting management system. Companies were forced into using such systems so they could become able to deal with larger and larger volumes of applicants, so they could save money, and so they could speed up the process. Most of the different kinds of applicant-tracking systems (ATSs) have become Web based, which extends access to the system by anyone in the organization who’s involved with the hiring process. This means that job seekers need to appeal to those people in the organization and not exclusively to human resources as in the past.

Regardless of which system recruiters use, job seekers need to improve their ranking in order to be found. Think about a Google search. Here are a few tips for improving ranking:

• Use TagCrowd.com to visually match your résumé and the job description.
• Match your résumé to the keywords used in the job description.
• Use Microsoft Word to format your résumé, and avoid textboxes, tables, and graphics.
• Under the heading PROFESSIONAL EXPERIENCE, list first the name of the company where you most recently worked; then, to the right of that, the dates of your tenure there; and then under the company name, the name of the position you held. Add a line or two of responsibilities or job duties, and then a bulleted list of a few specific and preferably quantifiable accomplishments. Then do the same for the job previous to that one.

The new ATSs incorporate social media tool functionality to reach passive candidates, to advertise job opportunities, and to build talent communities for specific industries. Therefore, to generate multiple options for themselves, job seekers must at all times deploy diverse approaches to job seeking. Candidates need to learn how various ATSs work in order to get high enough scores to be found by a particular company’s system. A description of familiarizing oneself with the systems is vaster than can be accomplished here and will be the topic of one of my future articles.