Exploring the hidden job market

Many job opportunities are never advertised. It's been estimated that more than half of positions vacant in Australia are filled through an informal network rather than formally advertised. Often called the "hidden job market", these jobs can only be accessed through networking or cold calling. These techniques are among the most powerful and effective way of finding a job, and planning and practice will increase your confidence.

If you're joining the paid workforce for the first time, returning after a break or contemplating a career change and are unsure of what type of work you want to do, you'll find The Job Guide an excellent resource. Published by DETYA, it gives an outline of duties, education and training for hundreds of jobs. Use this as a starting point to narrow down your career choices.

Research the industry or occupation

Once you know what industry or type of job you want to do, thorough research is called for. Make some notes about what you already know about the industry or type of job you would like. A second list might be made up of what you don't yet know but need to find out. The information you need includes:

• Where is the industry or job type geographically located? Would you have to relocate to work in this area?
• Is this industry growing or shrinking? Is this a high-demand occupation or are unemployment rates high?
• Which companies are the major "players" in the industry?
• Is there a professional association that represents this industry or this group of workers?
• Are there related occupations that face skill shortages?
• Are formal qualifications required to work in this industry or occupation?
• Where will you find these types of jobs? Only in large corporations, or in small businesses as well?
• Are these types of vacancies generally filled by recruitment agencies or directly by the companies?

This may seem a daunting list, but reading the employment sections of the major newspapers over a period of weeks can often provide a good feel for this information. Your local library may keep back copies of newspapers. If there's a professional association for the industry or occupation, call or visit and ask for or buy copies of the trade journal. If you're at university or high school, make use of your career guidance services. You're already using the Internet: make full use of its potential for research. It's worth taking some time to explore different search engines and how to refine your search for information. Yellow Pages directories are a good starting point for identifying names and locations of companies.

Finish this process by compiling a list of the companies you want to work for. It might be the specific department of a single company or your list might include every company in the industry that is located within a 20 km radius of home.

Research the companies

Next, find out everything you can about your target companies: their product lines, competitors, prices, growth prospects, organisational structure, employment policies, key staff and overseas trends and developments which may effect local operations.

You can find this information in places like:

• annual reports;
• customer newsletters;
• trade magazines;
• product brochures and catalogues;
• sales representatives.

The best option is speaking in person to someone who works there or knows someone who does. This is where your personal contact list will be vital.

List personal contacts

Co-workers (past and present), neighbours, previous employers, family members, friends, your professional advisors, lecturers, sporting buddies, suppliers and customers can all be the start of your contacts list. (Some of these relationships may be sensitive, particularly if you are already working and your employer doesn't know you're looking for another position.) Get in touch with your contacts and ask if they can help directly or by referring you to someone they know who can.

Use your contacts to explore opportunities and to gather more information. Asking outright for a job can put a contact in an embarrassing position. It's more appropriate to ask them for their advice: "John, I'm interested in moving into the publishing industry — do you know anyone I should be talking to?". If John can suggest someone, ask if you can use his name when you introduce yourself. Always remember that your contacts are doing you a favour by introducing you to other people and that your conduct will reflect on them.

Be as specific as you can. For example:

• "Do you know anyone who works for Optus?"
• "Do you know anyone who works as a fitter and turner?"
• "I'm looking for a job in advertising. Do you know anyone who works in that field?"
• "I have excellent keyboard skills and I'm familiar with computers. I have three years experience as a receptionist. I want to use these skills in a customer service job. Can you give me any advice, or do you know anyone who might be able to help?"

The telephone approach #1

You:

"Hello John, this is Roger Smart. Liz Jenkins suggested I give you a call. I'm wondering if you can help with some information. I'm about to graduate from the editing course at X university/I'm looking to move from a career in marketing into the publishing business and Liz thought you might be able to give me some advice, which I'd certainly appreciate. I know you are very busy, but I wondered if you would have 10 or 15 minutes available to meet up?"

Possible outcomes

Before you make the call, rehearse your opening line. Also think about the possible responses. These might include:

John:		"Look, this isn't a good time right now, I'm right in the middle of something."
You:		"I'm sorry. Can I call you back at a more convenient time?"
John:		"What sort of information were you wanting?"
You:		"I want to know as much as possible about the industry and about what experience or knowledge I can gain to help me enter the field."

You:

"I'm really interested in your company. I hear you have a great reputation for publishing technical books, which I'm very interested in. I'd love to find out a bit more about the company from someone who works there."

You should offer to travel to meet your contact, to make the meeting as convenient as possible. Let them choose whether they meet you at their office or after work. Arrive on time and have a list of questions prepared so you can make best use of the time. If you've asked for 15 minutes, don't stay longer without checking this is OK.

There are other options too. Your contact may be happy to call a contact of theirs to introduce you before you call. Or they might be willing to arrange a lunch date or an after-work drink with all three of you.

Attend conferences, seminars and trade shows

Trade shows are a showcase for companies in your industry of interest. They'll give you a good feel for corporate size, culture, reputation and you can have a chat with representatives of each company.

Seminars and conferences provide valuable opportunities for informally meeting people who are already working in the industry. These are most likely in professional occupations and they are often expensive. They are worthwhile as long as you're willing and able to "work the room."

The meeting approach

You:

"Hello Fiona. I'm Roger Smart. I was really interested in your presentation this morning. I'm about to graduate from the editing course at X university/I'm looking to move from a career in marketing into the publishing business. I understand that Context Publishing is a big client of yours. I'm really interested in working for Context, and I'd love to know more about them from an insider's point of view. It might not be the best time now, but is there a chance we could arrange to talk further?"

Ask for the job

Cold calling still means ringing strangers and asking for a job. You'll be better equipped to do this once you're armed with a good knowledge of the industry or company.

• Know the name and title of the person who has the power to hire you.
• Rehearse your opening line, including demonstrating your knowledge of and specific interest in that company.
• Mention how you can benefit the company.

Depending on the type of work, your goal in making a call may be to organise a visit or to send your CV, which you then follow up. Your research should have revealed what is the more effective strategy for the industry and job you are chasing.

The examples below are only a starting point. Anticipate more questions and prepare accordingly. Think about how you can create opportunities to explain what you can offer. Role plays can be a very effective way of preparing for cold calls. Practice with a friend — in person or over the phone.

Getting past the switchboard

Some receptionists can be very intimidating. It is increasingly common practice in Australia for receptionists and PAs to "announce" incoming calls. Accordingly they will ask everyone who calls for their name and where they're calling from. Be pro-active. Announce who you are, rather than waiting to be asked. The more senior the person you're calling, the harder they will be to reach. Being at the least polite and at best charming to receptionists and PAs will only help your cause.

The telephone approach #2

Receptionist:		"Good morning, Context Publishing."
You:		"Good morning, this is Angela Haines. May I speak to Fiona Gianopolous please?"
Receptionist:		"And you're calling from?"
You:		"I'm calling on my own account."
Receptionist:		"I'm afraid Fiona is in a meeting at present. Can she call you back?"
You:		"When would be a good time for me to reach her?"
Receptionist:		"You could try later this afternoon."
You:		"Thank you. I'll call back between 3.30 and 4 pm."

The telephone approach #3

Fiona:		"Hello, this is Fiona Gianopolous."
You:		Hello Fiona. My name is Michelle Haines. I'm currently studying the writing and editing course at X University and I'm looking for work in the industry that uses these skills. I understand that Context is expanding its Trades Division at present. I wanted to introduce myself and ask if I could send you my CV.
Fiona:		Um, sure. We have no vacancies at the moment, but there may be openings coming up in another month or so.
You:		Great. I'll get some information to you right away. Perhaps I could call you in a couple of weeks?

OR

Fiona:		Look, we just hired someone in a junior role a couple of months ago, so we're not likely to have any vacancies anytime soon.
You:		Could I send a copy of my CV for your file anyway? Perhaps I could call you in the future to see if anything's changed?

The telephone approach #4

(Mobile number)

Nikolai:		Hello, Ace Plumbing.
You:		Hi, is that Nikolai? My name is Chris Richardson. Have you got half a minute now? I'm about to finish Year 12, and I'm really keen to find work in the plumbing industry. My uncle in Queensland is a plumber and I've done some labouring work for him during the holidays. I wondered if you were taking on apprentices or hiring labourers?
Nikolai:		It all sort of depends at the moment on a contract I'm waiting to hear about.
You:		Even if you're not hiring, maybe you could suggest other people I could talk to. Is there any chance I could drop by to see you? I could come by during a lunch break or just after you knock off work. I'm really keen to get into the industry and it would be great to talk to someone who's worked on the kind of projects you have.
Nikolai:		Yeah, alright. Can't promise you anything, but you can come around on Friday if you like. About 10 am.

For entry-level positions, cold calling can be a numbers game. The more companies you call, the greater the odds of finding an opening. At a more senior level, or for professional roles, you may put more emphasis on "qualifying" your leads and making a handful of well-placed phone calls.

Keep a record

Keep a record of all the contacts you make. This record could be as elaborate as creating a database or a Word macro on your home computer or laptop or as simple as an exercise book, ruled into columns. How you do it isn't nearly as important as keeping your records accurate. You'll want to record:

• Company name
• Date
• Contact name
• Title
• Address
• Phone
• Fax
• Position sought
• Discussed
• Outcome
• Referred to
• When to contact again

Tips

If you've arranged to send a resume to a potential employer, send it promptly and always include a cover letter.

Always call back exactly when you say you will.

Always carry business cards and/or your CV on you or in the car. You never know when an opportunity may present itself.

Send thank you notes to anyone who helped you. Firstly, because it's appropriate to recognise people's efforts to assist you. Secondly, it may create a good impression with people you probably want to stay in touch with. Keep thank you notes very simple. Email is excellent, as it's low-key but still makes the point.

by Bernadette Schwerdt