Guerrilla Marketing for Job Hunters
Allan Zander and Daryl Praill were celebrating. After tripling their company's valuation and taking it from worst to first among competitors -- 56 months ahead of plan -- their company had just been acquired for the highest multiple in their industry's history. How were they rewarded for their incredible efforts?
They were laid off, of course.
Undeterred, Praill and Zander immediately went on the offensive, and teamed up with the headhunter who had originally recruited them to the opportunity. Together, we identified 38 companies that could use their skills. Then we launched a marketing campaign fashioned after the best principles in the popular book, Guerrilla Marketing for Job Hunters. They were packaged and sold as a pair into a marketplace with 65% unemployment.
Within weeks, they had:
-Developed a list of targeted employers using 2 free web sites, ZoomInfo and LinkedIn;
-Designed a direct mail campaign based on methods never used in job hunting;
-Created two Guerrilla Resumes using unconventional tactics to get attention;
-Built an eye-grabbing web site;
-Launched an elegantly effective blog using Google;
-Released a series of radio-quality pod casts;
-Issued press releases to local newspapers;
-Created a unique market niche by distributing white papers to CEOs;
-Rolled out a public speaking program;
-Launched a targeted email and fax campaign;
.... all without spending a penny!
Very quickly, Praill and Zander landed 18 interviews, got 11 call backs, and received 7 job offers from choice companies
NEVER HAVING READ A NEWSPAPER, SURFED A JOB BOARD, GONE TO A NETWORKING EVENT OR SPENT A PENNY ON CAREER COUNCILORS!
Unbelievable --- yet true!
For me personally, the campaign was both a kneejerk reaction to the disbelief they had been right sized after the acquisition as well as an opportunity to showcase the Force Multiplier Effect in action. My friends thought I was nuts because no author or "job hunting guru" had ever actually tested their methods in a public forum. No wonder Peter Clayton jumped at the chance to interview the three of us as we progressed through the boot camp.
Please feel free to listen to the entire podcast site series for yourself - the good the bad and the crazy - at www.TotalPicture.com
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