The traditional job search model involves reading the Sunday
classifieds, looking at online job postings, and, if you’re particularly
motivated, searching out “Help Wanted” signs in the windows of your favorite
establishments.
Sounds simple enough, right? But in the real world, it’s not
always so easy. Sometimes, the stars just aren’t aligned the way you want them
to be. When it just so happens that you’re in dire need of a new job, nobody in
your field seems to be hiring. Or maybe there’s a boutique hotel or a cozy
little bistro you know you’d be just perfect for, but they don’t seem to have
any vacancies advertised. So what’s a job seeker to do?
Creating Your Own Opportunities
Contrary to popular opinion, you don’t have to wait for an
engraved invitation to apply for a job. Sure, you’re more likely to land a
position for which a company is actively recruiting, but plenty of jobs are
awarded without ever having been formally advertised. In fact, according to job
search consultant Debra Feldman, creator of the JobWhiz search system, as many
as half of all positions that are filled are part of this “hidden” market of
unadvertised jobs.
With the right cover letter, you can tap into needs that a
company doesn’t even know it has yet. It’s all a matter of positioning your
skills and potential contributions as irresistible – in other words, making an
offer that the company can’t afford to pass up. Use these hints to craft a
cover letter that will help you create your own opportunity.
Get to know your
target.
When you’re applying for an unadvertised position, it’s more
important than ever to research the company and figure out what they need. Read
their website, but try to seek out second opinions, as well. (This will be
easier for large chains than for independent operations.) Are sales lagging? Do
they need help pumping up their appeal to younger customers? Also, use research
to determine the name and title of the VIP to whom you should address your
letter – generic “To whom it may concern” cover letters just won’t cut it in
these cases.
Figure out your
angle.
Once you’ve developed an in-depth profile of the company you’re
applying to, determine the best way to fit your experience to their needs. The
cold-call cover letter is more like a sales letter than a standard-issue
introduction to a résumé, so you’ll need to put forth a really compelling
“value proposition” in order to catch their eye.
Focus on your assets
with a laser-like intensity.
Once you’ve figured out the main point you’ll
emphasize in your letter, stick to it closely. Resist the urge to add in too
many unnecessary sentences or distracting rhetorical flourishes. Instead, the
centerpiece of your letter should be a short and to-the-point statement that
encapsulates exactly what you can bring to the table – the more concise, the
better. If you can, try to add in a few detailed facts and figures that convey
your value (i.e., “I developed a strategy that increased dessert sales by 25
percent”).
Follow up
assertively.
When you submit your materials for a position that might not
exist yet, the burden of follow-up contact rests squarely on your shoulders.
Don’t be afraid to move the process along with a few phone calls and, if several
weeks have passed with no response, a follow-up note. Be persistent and polite,
but not pushy.
It is risky to apply for an unadvertised position, and the
odds that you’ll be successful are. admittedly lower than they are when you
respond to a traditional job posting. But if you play your cards right and come
up with a knock-‘em-dead cover letter that lays out your value in a clear and
compelling way, who knows -- you just might create your own dream job.