Whether you are a job seeker or an entrepreneur selling your services, you increase the odds of getting hired by applying the practices used by traditional direct marketers. The most effective marketing campaigns involve multi-channel strategies that touch your prospects several times. People rarely respond to what you are offering them on the first effort.

If you have ever subscribed to a magazine, you’ve experienced receiving numerous letters asking you to renew your subscription. When I was in the magazine business, a 60% renewal rate was considered respectable. Yet our renewal strategy consisted of 8 efforts and we only expected to get 10% on the first mailing. Look at what we would have missed if we would have stopped after the first attempt.

Likewise, we promoted subscriptions through a number of different channels because we understood that our best prospects could not be reached with one single method. We spent a fortune on direct mail because it was the quickest and easiest way to bring on a number of subscribers at once. Yet we also used insert cards, space advertising, and subscription agencies as channels for sales. All of this was in an effort to cover our bases.

Most people don’t think about their employment search in such comprehensive terms, but when you think about it, why shouldn’t something as important as landing a job be any different?

How do you start to develop a comprehensive employment campaign?

You begin by conducting research to develop knowledge and build target lists:

• What industries are growing enough to be in hiring mode?
• Which of these industries interest you and need your expertise?
• Which companies within these industries match your values?
• Who are the hiring managers?
• What channels will best reach them?

Once you’ve compiled your target list details, develop a contact strategy that promotes your expertise by delivering your blog articles through the various channels you’ve learned you can reach your target prospects.