Purple Cows and Light-Blue Boxes

?Job interviewing is dead,? declared keynoter Seth Godin at last week?s ERE Expo in Hollywood, Florida.

The best-selling author and acclaimed marketing guru also gave his top-three marketing tips you can’t afford to ignore:

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  • Flip the funnel into a megaphone. The Web is a giant haystack and your jobs are tiny needles, according to Godin. Instead of desperately trying to hope top candidates find your needle, shout your message to the online masses. Whether it’s posting innovative videos on Youtube.com or placing creative listings on Craigslist, if it’s out on the Web, your needles will spread to the right haystacks and so will word of your great career opportunities. As Godin said, “Craigslist wipes out the whole idea of classifieds. The TV industrial complex is broken. There is no one place you can go to interrupt everyone. You’re invisible.”
  • Wrap yourself in a peacock-blue Tiffany box. Godin’s message is that the box matters, the wrapper matters, and the illusion of grandeur matters. He stressed that attracting top talent starts with the first appearance of the wrapper and extends to everything from the sound of your voice, the tone of your language, the appearance of your lobby, and the firmness of your handshake. As Godin pointed out, “You’re not just auditioning resumes; the resumes are auditioning you. So you’ve got to decide what kind of box that job comes in.”
  • Be the biggest pumpkin in the patch. Why should the amazing people pick you? It should not be because you pay double what other people pay, Godin says. If resumes are all formatted the same, interviews are conducted with the same questions, benefits are comparable, then jobs are turned into a commodity. Godin noted that some recruiters are making a mistake thinking that amazing people are pining to come work for you. Whether you’re the largest pumpkin in the patch or a purple cow grazing in a field alongside black bovines, you are remarkable and should be worth remarking on, he says. When you have carved an authentic, unique niche, people talk about it, word spreads, and you reach the people who were not looking for a new opportunity.

Elaine Rigoli has nearly 15 years of experience managing content and community for various B2B and consumer websites. Elaine has written thousands of business and technology articles and has been quoted in The Wall Street Journal and eWeek, among other publications.

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