Beyond Job Boards

Beyond Job Boards:
Educational Webinar Series

Use No-Cost Social Networking and Web 2.0
Search to Uncover Full-Time Careers and
Freelance Work

Shally Steckerl and
Glenn Gutmacher

1 Copyright 2009 Arbita. All rights reserved.

Educational Webinar Series: Beyond Job Boards

Shally Steckerl

• 11 years in recruiting focused on research
• 5 yrs. contingency, full desk, million dollar
producer
• 6 years as a corporate sourcing leader
• Architected and managed centralized
teams of recruitment researchers at Motorola,
Cisco, Coke, Google, Microsoft and others
• Raised in Colombia, South America until age 18
• (Yes, English is my second language)
• Returned Peace Corps Volunteer (Nica ’94)
• B.S. in International Business from RIT
• Founder of JobMachine.net
• More: aces.arbita.net/shally
2/4/2010



Agenda

1. How to find relevant companies

2. How to find relevant people at companies

3. How to use LinkedIn

4. How to find freelance work; Tapping industry
associations, conferences, awards and
directories; More online resources

5. Branding
2/4/2010


Find companies by niche, size,

location & industry
You can expand your list of
relevant companies to
target – especially under-
the-radar players – with
these great free methods:

1. ZoomInfo.com – while
it’s known for its paid
tool, the free version is
fantastic for uncovering
lots of companies
(much more detail than
Hoovers.com’s free
version) – keep to one
term or phrase, e.g.
“industrial design”
2/4/2010

(within 50 miles of
zipcode 02903)


location & industry
2. Jigsaw.com: try their
company searches. (All
choices are in the Search
menu atop the homepage.)

• You can include industry/
subindustry, geography to
local level, etc., in your
criteria. (See results for
example at right.)

• Download up to 50,000
company mini-profiles free.

• Note that some fields span
multiple industry
categories (e.g., Software
& Internet and Computers
2/4/2010

& Electronics).



location & industry
3. LinkedIn added a robust
company search in 2008
(www.linkedin.com/companie
s) – just type a keyword
(e.g., design) in the Industry
field, and it prompts you with
choices like Design, Graphic
Design, etc. In the results,
more "Related Industries"
are suggested in the right-
hand column.

• To find local companies in a
given industry, enter a
nearby zipcode for many
results. Click “Show more
options” link under Industry
field to limit results by
2/4/2010

company size. (Also works
for countries internationally.)



location & industry
• Company description,
industry, status, size, URL
• Companies they came from
• Companies most connected to
• Who there is in your network?
• New hires there
• Top company office locations
• Recent promotions and other
internal job changes
• Common job titles
• Top schools they come from
• Average age
• Gender percentages
• Their jobs posted on LinkedIn
•
2/4/2010

Stock information

See this related how-to resource article


location & industry
4. Google's related: command - finds websites TIP: Don’t
similar in content to the domain you enter (e.g., depend on
related:altitudeinc.com) any single
search engine
for results.
5. 3+ company name method – if you know at least
The overlap
3 small-medium competitors in your niche, type between
them one after another as a search engine Google, Live,
query, e.g., "bdo seidman" deloitte "grant Yahoo, etc.,
thornton" "rsm mcgladrey" even for the
• Results are often industry directories, analysts’ exact same
articles, etc.! search string
is quite low!
(Thumbshots
rankings
2/4/2010

prove it.)



Prioritize: Who Needs Talent?
• Don't just look at firms in your industry Focus on individual companies that
(e.g., many accountants, attorneys, are growing:
etc., work in places other than • Startups being funded by
accounting and law firms) Incubators (e.g., these) and VCs
• Consider targeting companies or (e.g., these) which are more likely
organizations in growth industries or to be hiring (example)
economically un(der)affected • Look at the annually-compiled
industries: lists of growing companies overall
– Healthcare, Education, Energy, or by geography (e.g., Boston
Defense/Military (see monthly-updated
Indeed Industry Trends or create a custom
Globe's Growth 50 within Globe
hiring trend heatmap) 100)
– Social Media and Alternative Technologies • Target departments and areas
– Hot niches within traditional industries (e.g., that are necessary and foster top-
cybersecurity within IT)
– SMB companies that are innovating line growth: sales, product
– "Green-collar" jobs & technology (e.g., 100 marketing, business
green career resources, California green development, R&D, specialized
careers guide, Renewable Energy Jobs,
green collar job board)
skills, etc.
• Look to competitors: not every
2/4/2010

• Seek out companies that can benefit
from larger firms' losses (niche firms, company in the same industry is
SMB) laying off.



Search Strings to Find Hot Companies

• Analyze the media for trigger events that will cause hiring situations
• Look at news sites (e.g., Google, Yahoo, Live) that will show you
relevant stories during recent time ranges

Sample Google News search queries: Top Growers
– Company expansion: – "top companies" "fastest growing"
expands.operations|facilities|campus 2009
– Add wildcard and variant word forms for
even more results: Incubators and VCs:
grows|growing|expands|expanding.*.ope
– Raises funds:
rations|facilities|campus
raises|raised|funds|mezzanine
– Contract wins:
venture.capital|incubator|vc
receives|wins.*.deal|contract
– Series A/B round: "series * round"
– Or try searching against a laundry list of
related target companies
– If you want to narrow geographically, Recent financial statement is
the results count drops, so expand the strong:
2/4/2010

date range a bit (e.g., 06/01/2008 - – Profit (has, that, margin)
02/25/2009) to compensate: increased: "profit * increased"
receives|wins.*.deal|contract (boston
OR massachusetts)


Now Find The
People…

Hint: They're not
always at big
companies



Glenn Gutmacher
• VP of Arbita Consulting & Education
Services (ACES)
• Senior Recruiting Researcher at
Microsoft (3 yrs.) & Getronics (2 yrs.)
• Pioneering sourcing methods since
1997
• Founded JobSmart in 1996 for
Community Newspaper Company,
greater Boston's 1st regional career
portal
• Yale University graduate
• Started out in Broadcasting
• Founder of Recruiting-Online.com
• More: aces.arbita.net/glenn
2/4/2010


Search Strings to Find Hot

Companies, Products and People
Another angle is to find out what TIP: If your search delivers good results,
people and companies in a automatically receive new results that meet
given industry niche are most your criteria via email:
passionately followed by lots of • click "News Alerts" in left-hand column
raving fans: (Google News)
• Google Alerts (for other Google queries)
• Example: Query sneakerhead • under "GET UPDATES" in right-hand
to find sites like SoleCollector column (Yahoo News)
• Register (free) to access their • For Live.com searches, just click the
discussion forums & see orange/white RSS button (in MSIE v7+) or
what/who's being talked about append &format=rss to any Live result URL
• Yahoo regular search results: append in
• Search for a relevant job title this format
like designer across the site http://api.search.yahoo.com/WebSearchServi
• Find articles about people like ce/rss/webSearch.xml?appid=yahoosearchw
2/4/2010

Jeff Hamada ebrss&query=your+search+keywords+here
• He's easily found online


What other keywords do you need for

effective search?
Keywords are the most important part of searching. The
four most important kinds and where to find them:

1. Job titles (besides above, try Example search query format:
LinkedIn profiles and your own • ("job title1" OR "job title2"
database of past client decision- OR "job title3") (company1
makers) OR company2 OR
2. Alternative names for competitors or company3 OR product1 OR
terms indicating their industry niche product2 OR product3)
3. Industry jargon - flesh out synonyms (skill1 OR tool2 OR
for: acronym3 OR "words
1. Job Titles, Functions, Products comprising acronym spelled
2. Acronyms, Abbreviations
out")
Skills, Tools, Certifications • Also try Broadlook Title
4-Feb-10

3.
Research (free download)
4. Filter by Geography (e.g., in the US,
use zipcodes or area codes with state)

Find relevant job titles at target

companies
To complement the company names as
search terms, you also want relevant job
titles. Don’t assume their jargon is the
same as what you call it - look for
synonyms.

View people profiles, online resumes and
target companies’ career sites for
alternative job titles.

Use job aggregator sites like Indeed.com
or SimplyHired.com to find variant job
titles as well as company names (note
the left-hand column in all search results
– e.g., if you want to be a concept artist,
you find that such jobs often report to an
Art Director
2/4/2010

To find reporting relationships, search for
a job title plus ("report to" OR "reports to"
OR "reporting to")



Search Within a Website & Blogs

• Use site: command on search engines to look through an entire target
website; combine with keywords, job titles, etc.:
• Works on all major search engines (e.g., site:nike.com "design director")
• Can also run on blog-rich sites (e.g., site:livejournal.com)
• Or use a blog-dedicated search engine (e.g., Technorati)
• This often gets you early hints/rumors, inside information, people are
more likely to be named, etc.
• Also see industry sites which often have insider stories (e.g.,
CrispyGamer or Gamasutra for games industry; for Silicon Valley,
ValleyWag or TechCrunch)
• You can find more sites (as well as interesting people) by typing search
engine queries with an industry name plus rumor, like "industrial
2/4/2010

design" rumor 2009 or "fine art" industry (insider OR rumor) 2009



Jigsaw - Contacts Search

• Similar to the company search on Jigsaw, except you get a few extra
fields when searching for people (i.e., job title, level, function)
• Jigsaw does *not* support Booleans, so only search for one job title at
a time. Register for 30 free contacts from JigSaw here.
• Sort results by last column (Updated) to bring most recently input
contacts to the top
• Unlike company data, contacts are *not* free (each full contact record
costs 50 cents) unless you input your own contacts (business contact
info for people not already in Jigsaw) which can be individually- or
bulk-uploaded.
• A Google hack to find people's names on Jigsaw by company is
site:jigsaw.com "you've found" Raytheon (substitute your target
company name) but it won't show their job titles. Substituting job titles
in the above hack is no better than doing a search by company within
2/4/2010

Jigsaw itself because both only show preview results (no names).


Now Tap the

Social
Networks…

selected
highlights about
LinkedIn



LinkedIn - stats & network anatomy
• Over 37 million users,
growing by 500k+ each
week (one new user per Your
second) Connections 100
• 10 million have ten or fewer
connections: Friends of a 10,000
• Almost 4.5 million people Friend
have only 1 connection!
• Only 52,700 users have 1 MM
500+ connections (about
0.2%) 3rd Degree Contacts
• More at:
http://aces.arbita.net/source 3 MM
r/communities/linkedin
Groups and OpenLink
Members
2/4/2010



Inviting contacts

• The bigger your network, the more ways
into a job, company, etc., you will have.
• Don’t invite people via requests to connect
• Email them outside of LinkedIn first asking
if OK to connect to avoid strikes against
your account
• To add someone, go to their profile, then
click “Add [name] to your network"
2/4/2010



Plant your network
• Get all the business cards you’ve ever collected out of that
dusty drawer and put them into your Outlook (or Excel)
• Gather all your old contact databases (Act!, Goldmine, old
worksheets) – anything with email addresses
• Merge all the above into one Excel sheet
• Save it as a CSV and import that into LinkedIn here:
http://www.linkedin.com/uploadContacts?displayUploadContacts=&cont
ext=2
• Or copy and paste addresses separated by commas here:
http://www.linkedin.com/addContacts?displayAddByHand=
• Once uploaded you’ll notice many people already have
2/4/2010

accounts. Invite them all – you already know them!



Growing Your LinkedIn Network

• Search LinkedIn for colleagues and classmates
• Boost your network by millions in minutes via open
connectors on LinkedIn:
• LIONS
• MVPF
• TopLinked
• MyLinkWiki
• Open Link
• Scan your Webmail (Gmail, Yahoo, Hotmail, AOL)
• Scan your Outlook and upload new contacts regularly using
the Outlook toolbar
• Use “Discover your contacts” at least once a month
2/4/2010



Connect with “Power Networkers”
Go to Advanced People search; run a search like the following:
• Industry (checkboxes): Design and/or Fine Art and/or Graphic
Design
• Interested in: Industry Experts
• Sort by: Relationship + recommendations

• Reach out to 2nd and 3rd degree contacts
• Anyone with 500+ is a power connector
• Email brief info about yourself and offer aid ("how can I help you
achieve your goals?").
• Ask them to link and expand your networks!
• Call them just to “network”. Industry experts are great people to fill
2/4/2010

you in on the health of the industry, movers and shakers, etc.



Find People by Title & Location
• Pick hot industries or hot companies in your desired industry
• Use Advanced People Search
• Don't just depend on "Hiring Managers" in "Interested in:" field
menu; know the titles at your target companies
• Recruiters OK, but hiring managers best!
• Use Booleans: (Art OR Design) AND (Manager OR Director) -
business -hr -human -recruit -staff -sourcer -talent
• Uncheck "Current titles only"
• Location: “Located in or near”; Country: United States; Zip Code:
02903
• Note: Also try job title and location NOTE: LinkedIn searches the entire
on wink.com metro area or up to a 50 mile radius
2/4/2010



Direct Contact
• OpenLink Network - can send Messages
• Send Message to 1st degree connections 10 at a time
• But if there's no contact info, right below their name is
their: title, employer, city and state
• So you could…
– Google “Company, City, State” for work numbers
– Use Argali (free download), Pipl, and/or Zabasearch
to get their personal contact details
– Google "Firstname Lastname" @company.com
– Google Groups author:@ command
2/4/2010



LinkedIn Hacks
• Find people BEYOND your 3-degree network, thanks to LinkedIn allowing
the major search engines to spider the majority of its profiles. That means
tens of millions of profiles can be searched, regardless of your network size
on LinkedIn!
• On most search engines you can use the site: command to find profiles:
– site:www.linkedin.com intitle:linkedin COMPANY/TITLE -intitle:answers -
intitle:updated -intitle:blog -intitle:directory -intitle:jobs -intitle:profile
– You can add other keywords like university names or locations
– For locations, use country names or metro areas as listed on LinkedIn. Example:
– site:www.linkedin.com intitle:linkedin ("art director" OR "design director") "greater new york
city area" -intitle:answers -intitle:updated -intitle:blog -intitle:directory -intitle:jobs -intitle:profile
• This one works particularly well on Yahoo. Make sure to click the “repeat
the search with the omitted results included” link:
– inurl:linkedin.com intitle:linkedin COMPANY OR TITLE
• Find people who link back to their profiles even if you aren’t connected. This
one works best on Yahoo:
2/4/2010

– linkdomain:www.linkedin.com software electronics consultant



Time-Saving Tips
• If you do the same search repeatedly,
change "Joined your network:" field
default to "since your last login"
• Perform a search, then save that search
as a Favorite so you can refer back to it
and discover new people as your network
grows
• Review profiles of those people on a
relevant contact's "recommendations" list:
These people are typically colleagues,
vendors and clients, also worth
networking with.
• Download and install the Outlook and
Browser toolbars (incl: Jobs Insider)
• Connect your LinkedIn account with
2/4/2010

Simply Hired



Be Found

Branding on
LinkedIn


Optimize Your Profile & Account

Settings
• Add all your employers, schools, degrees, certificates,
associations, groups and interests to your profile
• Be brief in your descriptions, but add all so you can
connect with people from all those places/organizations
• Add all your email addresses
• State your goals in the summary section
• Set your preferences to receive invites and direct
contacts, and join OpenLink
• Add your email and/or phone under Contact Settings (or
under “What advice would you give to users considering
contacting you?” That way it’s not out there for everyone
but those who took time to find you will see it)
2/4/2010

• In the Interests section, add all keywords that describe
topics for which you want to be found


Do You Have a Complete Profile?
Use Web Links

From “My Profile” get a “friendly” LinkedIn URL Also link to your public
profile in your email
signature, all your blog
posts, comments on
Publish your full public web profile others' posts, etc. That
will help your search
engine rank.

Have 100% “profile completeness” * Users with complete
• Your current position profiles are 40 times
• Two past positions more likely to receive
• Your education opportunities through
• Your profile summary LinkedIn
• A profile photo
2/4/2010

• Your specialties
• At least three recommendations



LinkedIn Groups
• LinkedIn has thousands of user-created groups geared to
different demographics, professional and personal interests
• Ning-like interface allows member-generated updates,
news, jobs, discussions, etc.
• Free to join up to 50 groups; pick company/industry-related
ones
• Once accepted to a group, you can view and network
through its members
• The Groups Directory is searchable (use keywords)
• You can even create a group for free
• Group managers can accept or deny membership, export
2/4/2010

members’ names and emails, etc.



LinkedIn Answers
• LinkedIn Answers has dozens of Q&A categories where
members pose questions and others can answer.
• The questioner can designate which were good answers
and which was the best answer.
• Intended to convey a sense of expertise, the system
displays on one’s profile the number of best answers that
person has written.
• The Advanced Answers search allows you to find
questions or answers by topic, keyword, etc.
• The advantage of Advanced Answers is that you can
search answered vs. unanswered questions, keyword
2/4/2010

search in questions vs. questions & answers, etc.



Get Recommended
Get recommendations – these are
your references on LinkedIn
• They are critical in developing trust
among your network
• “Who” endorses you gives you
exponential credit
• Quality matters: get endorsements
from your managers, clients and
people with strong reputations or
impressive profiles
• People who read your profile also
read your endorser’s!
• Your recommendations should
relate to your LinkedIn goals (e.g.,
job-hunters should include past FACT: profiles with endorsements
2/4/2010

get 4 times more clicks than others!
bosses and colleagues, satisfied
clients, etc.)


Freelance Work Resources
• 101 great ideas listed here (FreelanceSwitch is a great
site overall)
• Comprehensive list of freelance project listing sites +
another list
• You list your skills, rates (or bid on employer's offer), etc.
• Can search for projects by various criteria
• Most only charge a percentage when you take a job
• Some great tips from an employer who uses these
freelancer sites on how to stand out
• Categorized resources for freelancers to stay productive
• Freelancers Union - non-profit group benefits
2/4/2010



Third-Party Recruiters
• Get into all relevant recruiters' databases - each is
another relevant place to be found (e.g., Google your
industry keyword + "recruiter").
• Keep the approach short but creative (an attention-getter
that stands out) along with a resume that will import
easily into a database (e.g., .doc attachment) and
relevant links (resume page, website, blog, portfolio,
etc.)
• Directories of recruiters by location and/or specialty are
linked from Riley Guide, plus Job-Hunt.org's tips to get
on headhunters' radar from Job-Hunt (FYI, both sites are
2/4/2010

great career resource portals in general)



Professional Associations
Find relevant ones searching for unique industry
keyword(s):
• KEYWORD (association OR "user group")
• Also try the Gateway to Associations search by trade
association (partial) name
• National and international organizations often have more
resources and local chapters
• Most associations has public member company
directories (e.g., AIA's) so use that to find/network with
those in your specialty, geographic area, etc.
• Check news releases about members (newsworthy
2/4/2010

companies are more likely growing firms with jobs)


Industry Conferences, Awards and

Directories
Insert your unique industry keywords in these search
engine queries:

• KEYWORD (conference OR convention OR expo OR
summit OR forum)
• KEYWORD (awards OR honors OR prize OR
competition)
• KEYWORD (directory OR list)

TIP: If you find one relevant domain, use Google related:
command to find others
2/4/2010



More Online Job-Hunting Resources
• 10 social sites for finding a job
• Social network job-hunt tips
• How to find a job: Fortune magazine's interactive
treatment of various aspects (including social
networking) is visually appealing and a quick read (don't
forget to mouseover the small inset boxes for expert tips)
• How to work a room: step-by-step and as a printable
image
• Get a free evaluation of your social network profiles,
resume and cover letter by career counseling experts
• Guerrilla Marketing for Job Hunters (book, blog, etc.)
2/4/2010

• Yahoo HotJobs' advice blog: IWantAJobNow



Appendix

Branding
Elsewhere
Online



Building Your Personal Brand
• Get a strong online presence
• Position yourself as an expert (post authoritative content,
answer questions in the right forums, etc.)
• Share your expertise in viral chunks (e.g., audio or
video)
• Define you succinctly & consistently: tagline, logo, etc.
• Connect yourself with the best people in your space
• Use web 2.0 tools (e.g., HelloTxt or Ping.fm)
• Check Dan Schawbel's Personal Branding Blog
• Many more: 100 tips to build your personal brand
2/4/2010


Submit Articles / Answers to Popular

Sites
• Write articles on topics that reveal your areas of expertise/interest
• Ideally, target the leading portals for your niche(s) of the design
industry
• If you're not confident about your material, you can always do short
email or phone interviews with luminaries in your field where you
ask their viewpoint on a topical issue. Compile the responses, add
an introduction and conclusion, and you have an instant hot article
that publications and portals will readily accept!
• Key side benefit is you will get on the radar of the luminaries, can
network through them in the future, etc.
• Popular general sites where you can post expert answers are:
eHow.com, Google's Knol, LinkedIn Answers, Mahalo, AnswerBag
and Yahoo Answers
2/4/2010



Your Own Blog & Website
• If you don't own it already, buy yourname.com ($9.99/year from
GoDaddy)
• If you already have a site, buy the above and point it to your existing
site
• Claim your name on the various popular social networks (services
like KnowEm or Namechk speed the process)
• Create search engine-friendly pages on Squidoo, HubPages, Ziggs,
etc.
• Start a blog (ideally, host it on your website)
• Do basic search engine optimization (make sure your site contains
all the right keywords, link back to it from everywhere you post, in
your email signature, etc.)
• Also consider microblogging with Twitter
2/4/2010



Job Seeker Ads on Facebook
• One fee-based tactic worth trying: a method
innovated by Willy Franzen (Sep. 2008)
• Budget problems? Get a coupon for free
advertising trial to make it a no-risk campaign
(e.g., try these or Visa Business Network)
• Contextual advertising:
– Social Ads seen by users who visit your Facebook
page or website site; contextual impression or per-click
ads targeted in various ways with Metrics included
– Ad targeting parameters include location, age, gender,
education, school, keyword bundles, employer, etc.

• Or go a step further, like this Australian
employment marketing agency:
– One lucky job seeker won the opportunity for us to
create her personal brand and help her stand out from
the crowd! We created an advertisement around it and
ran it in newspapers and on the homepages of
2/4/2010

MyCareer.com.au and TheBigChair.com.au. The
results have been outstanding (more details)



How Else Can Our Experts Help You?
What recruiting issues can we help solve? Take advantage of our expertise:
• OnePost Job Posting (robust, pioneering cross-posting technology)
• Arbita OneSource (automated spidering / candidate sourcing solution)
• ACES (recruitment management consulting & recruiter education services)
• Career Websites (targeted microsites)
• Media Planning Services (recruitment media strategy & selection)
• Recruitment Marketing Analytics
• Recruitment Marketing Services (Direct Marketing, SEO, SEM, Creative)

Jennifer Marcy Glenn Gutmacher
General Manager, VP, Arbita Consulting &
Arbita Education Services
jmarcy@arbita.net glenn@arbita.net
612-278-0000 612-278-0018



Contact Us custom on-site and
web-based training.
Select topics from over
50 hours of material!
What now?
• Follow Shally and Glenn on Twitter and connect on LinkedIn!
• Join our (nospam) mailing list for tips and news, or just email us questions!
• Find passive talent in 10 minutes or less... or your money back with our
Advanced Recruiter & Job-Hunter GuruGuides at aces.arbita.net/products
• Attend one of our public webinars like Advanced Twitter for Recruiters
• Or get recordings of our best workshops on DVD
• Tons more free learning at The Sourcer’s Desk

Shally Steckerl Glenn Gutmacher
EVP, Arbita VP, Arbita ACES
shally@arbita.net glenn@arbita.net
http://aces.arbita.net/shally http://aces.arbita.net/glenn
2/4/2010

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