Build a Powerful Career Management Network
Through Field Research
by Deborah Wile Dib, NCRW, CPRW, JCTC,
CCM
One important key to success is self-confidence. An important key
to self-confidence is preparation. — Arthur Ashe
 here is not much in life that is more energizing or anxiety provoking as
searching for a new job, changing careers, or deciding to remain with your current
company. It's easy to second guess your ultimate decision and wonder if you have made the
right choice. Nothing in life is certain, but an informed judgment that is based on sound
research will give you the best possible opportunity for relative certainty of choice.
One of the best ways to research a new job target or company is informational
interviewing. To perform informational interviewing, you locate and meet with people who
can give you real perspective about your targeted job, company, or industry. With this
information you can build a network of valued contacts, determine your resume's focus,
compose an excellent cover letter, and construct an effective interview strategy. You may
even be able to improve your salary negotiation abilities.
True informational interviewing is not a ploy to subtly work your way into a job by
leveraging your contact with the person with whom you are meeting. However, informational
interviewing has earned that reputation, and many people are uneasy when asked to grant
informational interviews because they feel that they will be asked for a job. For this
reason, it is wise to "rename" the process when requesting a meeting. Many
coaches advise their clients to use the term "field research" when approaching a
contact and to ask for a brief "fact-finding" session. This term is
non-threatening and implies a "journalistic" rather than job-oriented intention.
Here are fifteen ground rules that will help you obtain field research interviews,
build a broad network of contacts, and get the most mileage from your fact-finding
sessions.
1) Ask for a face-to-face meeting whenever possible.
Why?
Face-to-face meetings are more personal and memorable, and you will want your contact
to remember you. In addition, simple physical observations will be helpful--entering the
building, sitting in a waiting area, walking to an office, interfacing with secretaries,
and starting conversations will give you an idea of the corporate culture. Lastly, you'll
have a better opportunity to have your contact show you written materials, give you a
short tour, or quickly review your resume.
2) Be sure to tell your contacts that you are undecided on your career direction and
are weighing a number of different industry, company, and job targets.
Why?
When you mention that you are researching a number of targets (be sure that this is
true!) and that you are not yet near a decision, you immediately counteract the contact's
fear that you will be asking for a job.
3) Ask for a brief and specific amount of time.
Why?
People are busy and often reluctant to fit another appointment into a hectic schedule.
A specific request for a fifteen-minute meeting is more likely to elicit a "yes"
than a request for "some of your time," or a "short meeting."
4) Never, ever, ask for a job during your fact-finding session.
Why?
Firstly, it is dishonest. You are doing field research, not interviewing for a
position. Secondly, it's unwise to ask for a job until you know a great deal about the
company, the position, and your "fit" with the job and the corporate culture. In
no way will you know that after a brief meeting. Lastly, asking for a job during an
informational interview is just plain rude, and a sign of possible desperation that will
undermine any positive impression you may have made.
5) Never ask a question that can be answered with a "no."
Why?
A "no" answer takes you nowhere (forgive the pun...). You want to ask leading
questions that will produce a stream of information in a short period of time. You only
have fifteen minutes or so to obtain as much information as possible.
6) Don't screen out any of your contacts.
Why?
You never know who knows someone...who knows someone...who can help you. Even though
your brother-in-law may have no contacts in the industry of your choice, he may have a
friend or colleague who does. And so it goes...
7) Script your questions before your appointment.
Why?
Two reasons. The first is common courtesy...you are asking for a brief meeting and you
want to hold to your word. The second is commonsense...you want information, you've worked
hard to make the connection, you don't want to waste the opportunity by failing to
prepare. You'll make a better impression if you are immediately ready to get down to
business and you'll not have to worry about forgetting to ask a crucial question.
8) Ask for a critique of your resume.
Why?
A powerful resume must be, first and foremost, a masterful marketing piece. As in any
advertising or marketing, you want to motivate the buyer (employer) to purchase
(interview) the product (you). To do this you must know the buyer's needs. This is one of
the main reasons for field research. By asking for an honest critique of your resume's
focus towards industry needs, you will know if the resume will work to get you interviews,
or if it needs revision. In addition, having your contact review your resume is a good way
to get the contact to quickly know much more about you and your background.
9) Take recap notes immediately after your appointment and add them to a master list of
information.
Why?
You may think that you will remember everything that was discussed in your short
meeting. You won't. Rather than forgetting vital information as life and business get in
the way, take some time to jot down your impressions of the contact, her office, and your
conversation, as well as the top information you learned about your targets. If you're
smart, you'll add these notes to a master compilation of data that you have kept from
other contact appointments. You'll start to see a pattern evolve and that pattern will
enhance your decision-making process.
10) Ask for at least two referrals.
Why?
This is a classic sales technique that will dramatically expand your network of
contacts. In addition, your entrée is easier because you can now use your contact's name,
as in "Mary Jones and I met the other day and she suggested that you might be able to
give me some information for some field research I am conducting on the widget
industry."
11) Set up a tracking system.
Why?
If you follow the ground rules one through ten, your network will grow faster than you
can imagine. Think about it...if you start with just two contacts, and ask each of those
for two referrals that will be six contacts. Ask each of those for two referrals and that
will be 18 contacts. Ask each of those for two referrals and that will be 54 contacts. And
so on.
With a good tracking system, you will know who to call, when you've called, what they
told you, what happened when you implemented what they told you, and when to send a
thank-you note. You will also be able to keep track of basic contact information. Without
such organization, you are trying to chop down a tree with a nail file. With organization,
you will be using a chain saw to fell the tree in record time.
12) Get back to your contacts monthly.
Why?
Simple. An effective network cannot remain static; it must mature and grow. You must
stay in touch with your contacts to keep a dialogue going. This way, they will know what
you are doing, and you will know what they are doing.
Why do you want to know what they are doing? So you can give back some of the help
you've been given. It can be as simple as sending a relevant journal or magazine article,
or as complex as setting up a meeting between two compatible contacts who you feel should
know each other. In addition, if you systematically call or e-mail your contacts once a
month, they will remember you if opportunities come up or good information comes across
their desks.
13) Thank each contact for their time and for the referrals you were given.
Why?
The first reason is common courtesy. It's just plain good manners. The second reason is
that it is just plain good business sense.
You want your contacts to remember you in a positive light, and courtesy is a rare
commodity these days. If you have it, you'll stand out, if for no other reason than people
just don't see courteous behavior that often. Ask any interviewer how many thank-you notes
they receive compared to the number of applicants they percentages. Use good manners to
your advantage. You'll feel good about yourself and you'll make others feel good about
you, too.
14) Tell your contacts how you acted on their referrals, advice, or suggestions.
Why?
People really want to know how their advice has helped you. It validates them and makes
them feel useful. It also helps them know what works so they can give that advice again
with confidence. And, once again, it's just plain courtesy and good business to keep in
touch. A quick call or e-mail with an update says that you value your contacts' advice,
and it also keeps you "in front" of your contacts. Don't let the phrase
"Out of sight, out of mind" apply to you!
15) Reward your contacts with something more than a thank-you note.
Why?
Besides being courteous--saying thanks with more than a thank-you note-- creates a
positive memory in your contact's mind. It says that you value them and that you took the
time to do something special.
It is not important to "reward" your contacts with something extravagant or
over-the-top. The importance of the reward lies not in its monetary value, but in the
thought that went into the selection. Here are some examples of the use of
"rewards:"
- You speak to a contact in his office and notice that he has a number of golf-related
photos, and an in-office putting system. You send him a thank-you note and a box of good
golf balls or a golf towel, or the current best-seller on golf.
- You have a phone conversation with a contact and in conversation you find up that you
both have an interest in technology. You send a thank you letter and enclose a list of
links to your favorite tech e-zines and web sites.
- You discover that your contact is an avid animal lover. You enclose an animal cartoon
that you think will be enjoyable, or a subscription to a pet-related publication.
The list is limitless. With a little creativity, and not much money, you can create an
indelible impression in your contacts' minds by sending them something related to their
interests. It shows that you have more dimension and depth than someone just out to gather
information. It makes people feel that you value them as people not just information
providers.
Master the techniques of informational interviewing and you will develop a symbiotic
network of valued contacts who may well be the pathway to your next position. And
remember, it as important to help others as it is to have them help you.
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