Consideration Is the 2nd Step in Executive Hiring
There are dozens of blogs written monthly trying to teach executives how to be found by search firms and hiring companies. Even more are written about how to construct a resume, write a selling cover letter, and ace an interview.
This link goes to 50 blogs that I’ve written on most of these subjects.
Yet, I don’t remember reading many blogs focusing on jumping the chasm between being discovered and getting an interview with the hiring manager.
I started thinking about this middle stage of the hiring process while listening to an excellent McKinsey podcast: “Driving business growth by zeroing in on the consumer decision journey”
The podcast emphasizes the importance of being in the initial consideration group that was defined as “the collection of brands that consumers have in their minds at the moment that they are triggered to make a purchase.”
Consumers need to have “positive associations with your brand, either tangible…or something intangible, which could be something they’ve heard about the reputation of the brand.”
While the podcast talks about consumers purchasing brands, I think it’s equally true for recruiters and hiring managers selecting candidates to hire.
Three steps in the hiring process
Awareness is generated by getting the core information in front of a screener so they can decide that you’re relevant to their search:
- Categories
- Companies
- Function(s)
- Rank
- And sometimes Location
Consideration is achieved when a search manager learns enough to put you on their “short list” of finalists.
Action is defined as being interviewed in person by the final decision maker.
How to move from awareness to action
There are 3 factors that can help an executive be considered by delivering more than the specifications.
Have a distinctive, and memorable message
- Focus
- Accomplishments
- Progression
- Uniquely useful talents
- Flexibility and leadership
- Personality, character, and credibility
- Interesting and even surprising
Have others sell your suitability
- Increase your network of fans
- Educate your network so they know what you want to do and why you would be great doing it
- Target your efforts to well-known and respected executives as well as executive recruiters
- Develop a contact management plan
- Generate recommendations by respected intermediaries.
-LinkedIn: You need to manage both:
— Who is giving you references for maximum impact, as well as
— What they are saying about you to build your positioning
-Get your network to contact recruiters and other executives on your behalf
Prove you’re a credible candidate in a phone interview
- Passing the phone interview, even with a low-level screener, requires being on message and personable.
-The screener must be convinced that you will not embarrass them if they recommend you to see the hiring manager.
About the Author | Richard Sellers
Richard is Chairman Emeritus of the Marketing Executives Networking Group (MENG), founder of the Demand Marketing consulting firm, and former Sr. VP of Marketing for three multi-billion dollar companies: CEC, WLP, and Service Merchandise. His early career was at GE, P&G, Playtex, and the Marketing Corporation of America.
