Creating Hyperlinked and Trackable Resumes To Improve Your Chances of Getting Hired
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Transcript of Creating Hyperlinked and Trackable Resumes To Improve Your Chances of Getting Hired
@chewitt | WhatDoesMarketingReallyDo.com
Combating the Hiring Black Hole
Creating a Powerfully Proactive Candidacy with Trackable
Resumes
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@chewitt | WhatDoesMarketingReallyDo.com 2Flickr: Ken Lund
Hello? Anyone?
@chewitt | WhatDoesMarketingReallyDo.com 3Flickr: @boetter
This executive recruiter just clicked
through to your LinkedIn profile. This recent network
connection read the article you sent.
You had a great lunch…but she hasn’t emailed back. However, she has clicked through to your project
example.
You haven’t heard back on a meeting time, but she just
viewed the website of your last employer
@chewitt | WhatDoesMarketingReallyDo.com
What We’re Going To Cover• What Is A Trackable Resume
– And why it is valuable• Creating A Trackable Resume
– In 3 simple steps• From Tracking to Action
– Putting information to use• Questions
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@chewitt | WhatDoesMarketingReallyDo.com
Who’s Dispensing Advice?A Little About Me• Senior Director, Marketing at Lumension• Over 14 Years in Internet and traditional
marketing• Including over 10 years of
executive/managerial leadership roles• Broad Professional Background:
– Applied leadership experience in Sales, Marketing, and IT
– Background spans Fortune 500 to entrepreneurial enterprises across a wide range of industries
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@chewitt | WhatDoesMarketingReallyDo.com
A Trackable Resume
What is it and why we should care?
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@chewitt | WhatDoesMarketingReallyDo.com
Knowing Who’s
Interested
How To Track
Data to Differentiatio
n
Links Make The Difference
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@chewitt | WhatDoesMarketingReallyDo.com
Knowing Who’s
Interested
How To Track
Data to Differentiatio
n
The Concept
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@chewitt | WhatDoesMarketingReallyDo.com
Knowing Who’s
Interested
How To Track
Data to Differentiatio
n
Process Begins With Content• Need to develop ‘linkable’ content
– Websites– Articles– Projects– Documents
• Concept also extends to other communications– Email– Cover letter
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@chewitt | WhatDoesMarketingReallyDo.com
Knowing Who’s
Interested
How To Track
Data to Differentiatio
n
Why Do We Care• Tracking clicks provides valuable
insight– Who is interested
• Where they showed interest• When they showed interest
– ‘No Clicks’ is still valuable• Optimization• Follow up opportunities
– Specific events (e.g. meeting, action, etc.)
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@chewitt | WhatDoesMarketingReallyDo.com
Knowing Who’s
Interested
How To Track
Data to Differentiatio
n
Takeaway | Inventory Clickable Content
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Personal Content• Profiles – LinkedIn, Plaxo, Industry, etc.• Relevant Material – blog, Twitter,
SlideShare, etc.
Professional Content• Employers’ websites (everyone has this
content)• Other - project websites, news articles, etc.
Reference Content• Personal – articles, features, presentations,
etc.• Topical – news articles, research, etc.
@chewitt | WhatDoesMarketingReallyDo.com
Creating a Trackable Resume
Simple steps, free tools, and tracking
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@chewitt | WhatDoesMarketingReallyDo.com
How To Track
Data to Differentiatio
n
How To Track
Knowing Who’s
Interested
Three Steps to a Tracked Resume
Generate
Shortened URL
Insert Into
Resume
Track Your
Activity
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@chewitt | WhatDoesMarketingReallyDo.com
How To Track
Data to Differentiatio
n
How To Track
Knowing Who’s
Interested
What is a Link Shortner?• Used largely in social media; Twitter/Facebook• Application that ‘shrinks’ a long URL to a
shorter, more post-friendly version:– http://www.linkedin.com/in/chewittBecomes…– http://bit.ly/deGeXE
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@chewitt | WhatDoesMarketingReallyDo.com
How To Track
Data to Differentiatio
n
How To Track
Knowing Who’s
Interested
The Collateral Benefit• Shortened URLs also track clicks• We can use this information to track
interest in your candidacy
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@chewitt | WhatDoesMarketingReallyDo.com
How To Track
Data to Differentiatio
n
How To Track
Knowing Who’s
Interested
Once Shortened Insert Into Resume
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@chewitt | WhatDoesMarketingReallyDo.com
How To Track
Data to Differentiatio
n
How To Track
Knowing Who’s
Interested
Let’s Build A Tracked Resume
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@chewitt | WhatDoesMarketingReallyDo.com
How To Track
Data to Differentiatio
n
How To Track
Knowing Who’s
Interested
Takeaway | Create A Shortner Account
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Basic Information Advanced InformationRecommende
d For:Service Cost
Public Metrics
Customizable Domain
Domain Required
Notes On Usage
bit.ly Free Yes Yes NoMost popular
serviceAnyone
goo.gl Free Yes No NoPopular with Marketers
Anyone (Gmail/Docs
Users Especially)
ShortSwitch.com Free Level No Yes YesPresident Obama
Technically Savvy
Note: complied April 2011; technologies/features/applications may change.
@chewitt | WhatDoesMarketingReallyDo.com
Turning Our Data Into Differentiation
What to do with our newfound information.
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@chewitt | WhatDoesMarketingReallyDo.com
How To Track
Data to Differentiatio
n
Knowing Who’s
Interested
Data to Different-
iation
Diligently Monitor Your Analytics• Measure
– Clicks; individual, bunches– Geographies– Interest by content– Recency
• Observable trends– Previous employer websites during
‘reference checking’ phases
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@chewitt | WhatDoesMarketingReallyDo.com
How To Track
Data to Differentiatio
n
Knowing Who’s
Interested
Data to Different-
iation
Real Time Analytics…• Allows us to react in real time!
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@chewitt | WhatDoesMarketingReallyDo.com
How To Track
Data to Differentiatio
n
Knowing Who’s
Interested
Data to Different-
iation
Clicks To Relevant Follow Up• Measured Interest
– Follow up based on stage of process• Pre-interview• Post-interview• Selection
– Targeted content with tracked links• Articles and research• Related personal examples (e.g. projects)• Industry examples
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@chewitt | WhatDoesMarketingReallyDo.com
How To Track
Data to Differentiatio
n
Knowing Who’s
Interested
Data to Different-
iation
Absence of Clicks Is Still Information• Base action on expectations and
stage of candidacy– Lack of email/Internet response may
lead to other methods of communication• May identify key decision makers,
influencers, etc.
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@chewitt | WhatDoesMarketingReallyDo.com
How To Track
Data to Differentiatio
n
Knowing Who’s
Interested
Data to Different-
iation
Final Note – Public Analytics• Most URL shorteners make your
clicks public information• Usually adding a ‘+’ to the end of
the URL• Does it matter?
– Personal decision
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@chewitt | WhatDoesMarketingReallyDo.com
Questions?
Resources:Video Tutorials
http://www.WhatDoesMarketingReallyDo.com/free-marketing-tools/creating-a-tracked-resume.html
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