OK, you’re fired up to “network” to kick your job search into high gear. But what, exactly, do you do? Whom do you call? What do you say? My friend and colleague Debra Feldman has written an outstanding post over at CareerHub about how to “Network Purposefully.” This is a great start and will give you a clear sense of direction and many concrete steps.

But before you launch into action, be sure you are ready with the right weapons: a compelling message (what you’ll say when you call) and a powerful resume (to reinforce your message and lay the groundwork for further discussion).

If you’re in career transition, you are probably sick of hearing, “you’ve got to network!” and “networking is the best way to find a job!” While these sayings might be true, they’re not really helpful because they don’t tell you exactly what is meant by “networking.”

A common perception of networking is that it means “asking for a job” or “bugging my friends for referrals.” Thus, instead of an entirely natural, pleasant activity - the kind of thing you do every day when you need any kind of help or information - networking becomes a dreaded chore that you’re uncomfortable doing and therefore put off, avoid, and don’t get around to.

Jason Alba has written a really helpful blog post (also published as an article in The National Networker) that provides some very specific ways to ask for the help you need - and increase your chances of getting it. Here are his main points - be sure to read the entire article to see how he applies this advice specifically to networking during a job search:

• Make sure your contacts know and understand what you need.
• Make it easy for them to help you.
• Be quick to thank, quick to forgive, and quick to reciprocate.

I originally wrote this article for my newsletter and got some great feedback! So I decided to post it on my blog.

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Recently I called my bank in Cincinnati to close out my account, after moving to the Boston area nearly two years ago. To my surprise, the manager I spoke with  remembered my name from having worked with me on her resume twelve years ago! She knew where I lived (at that time I worked with clients in person) and recalled a small detail about my house. It was nice to catch up, and I was pleased to hear that her career is going well.

This interaction got me thinking about the very small world we live in - and how long impressions last. And with online networking sites that connect through six (or more) degrees of separation, it’s obvious that the image we present to others has long tentacles.

During your job search, you are putting your best foot forward. You are emphasizing your career successes and downplaying anything less then successful. You are projecting a positive image and are always on your best behavior. Good for you! That’s just as it should be. But don’t think you can change the image you’ve created throughout your professional life.

The conclusion I’ve reached is that it’s necessary to live an authentic life - to be crystal clear about “who you are” and to portray that person consistently and authentically in every area of your life. Then, as you manage your career, look for opportunities to be that “real you” on the job. You won’t have to worry about hiding anything or being something that you’re not - and finding that right fit  means you’ll be as productive and successful as you possibly can be. Of course, to reach this nirvana you have to first understand the “real you” and translate your personal style, preferences, strengths, and weaknesses into wins for your employer. Consider these examples:

• You’re a hard-charging leader who is known to leave slower-paced employees in  the dust. You know this style has caused some hard feelings in the past. How do  you deal with the question, “What is your leadership style?” so that it won’t hurt you in an interview? You need to be truthful and authentic - after all, if they  are looking for a collaborative consensus-builder, that’s not you and you’d be unhappy and unsuccessful in that job. Yet you don’t want to leave the impression that you decimate morale or have zero people skills. A response like this can serve both  purposes - showing benefit to employers while preserving your authenticity.

  “I am a high-energy leader who inspires most people to perform their very best - as shown by the results we attained at ABC and XYZ. I’m very proud of developing strong leaders - two of my direct reports in the last five years have been recruited for CEO roles outside the company, and many more have been promoted internally.  My senior VP at XYZ described me as an ‘igniter’ for bringing out the best in people who really believed in our mission. The flip side, of course, is that those who  don’t buy into it are not quite so complimentary. My record of retaining key staff has been exceptional, but those who have been let go or quit on their own might  have felt ‘burnt’ by that same spark that energized others. I do create an electric atmosphere, and I believe in dedicating myself 100% to achieving the mission. I’m looking for a position where being the ‘igniter’ will help us reach extraordinary goals.”

Now, if a reference check or other investigation into your background turns up some of those disgruntled employees, your new employer will understand both sides of  the story. At the same time, you’ve been frank about the potential downside of your leadership style and have clearly defined the environment in which you can excel. Consider a different style and how this, too, can be appropriately communicated  while remaining authentic.

• In every job you’ve held, you’ve been the peacemaker. You dislike conflict and always strive to find common ground. You lost your most recent job in part because you weren’t aggressive enough to suit the culture. Now, when you’re asked “why did you leave your last position?,” what will you say? Again, staying authentic and  communicating your style as a strength is the way to go.

  “The culture at my last company was not a good fit for me. My style is to bridge differences to find common ground. I believe that’s the most effective way to move forward when two sides disagree. That style was instrumental in the successful resolution of several serious negotiations at ABC Company, but at XYZ I found the situation to be quite different. In fact, when I tried to intervene to resolve a problem  that had brought our new product group to a standstill, my manager pulled me out of the group and told me he thought the creative differences would result in a  better product. This trend continued for the 18 months I was there, so I wasn’t  really surprised when I was asked to leave. As a result, I want to be sure my next position allows me to use my natural skills as a mediator and problem-solver to  help move the business forward.”

Trying to be someone or something you’re not is sure to backfire either during the job search or later, when you struggle to succeed in an environment that is counter to your natural tendencies. Plus, if you are authentic you can be sure that all  of your reference checks, referrals, and testimonials will ring true. And that’s a big plus during your career transition and throughout your life.

For a giggle, check out this inside-the-company view of Darth Vader. Then, the next time you’re talking to people you think SHOULD know who you are, think twice!

Key point: We tend to see others within the small circle of our own lives. Especially when you’re in career transition, it’s foolhardy (even dangerous!) to assume that the people you’re talking to know who you are, what you do, how to describe you to others, and how they can help you. It’s your job to prepare and deliver the message that lets them know that.

Most of us in the careers field preach diversification: don’t put all your eggs in one basket… pursue a multi-channel job search… you never know where your next lead or next job will come from.

And that’s all true, in general. But last week I learned a startling statistic from a reliable source - an early peek at the CareerXRoads annual study of the Source of Hire data from “large, highly competitive, high-profile firms.”

Guess what? A referral from someone in the hiring company is 70x more likely to lead to a hire than any other source.

That’s right - 70 times.

So what does that tell you? Target your search… Align your skills and value with what you learn about the organization… Network to get a referral… And be ready to discuss the company’s challenges and how you can provide solutions. Do this whether or not there’s a current job opening. Do this as often as you can (it’s not as easy as zapping out a resume in response to an online posting).

Given this finding, if you’re going to concentrate your search in one channel, the only smart choice is the targeted/referral route.

Cross-posted at CareerHub

The weekly Member Bulletin from Allan Hoving at ExecuNet arrives in my email box every Friday morning, and of the first things I do is check the “Learnings from Landings” - my favorite part of the bulletin! It’s a nice up note to hear about someone who has landed, but even more importantly, learning what they learned is always helpful and interesting.

This week, a newly landed executive shared this: “If I had it to do over again, I would focus my message and network earlier.”

In a nutshell, that’s the best strategy for any job search:

• Focus your message. What do you need to convey to let network contacts know how they can help you and let employers know how you can help them?
• Network. Talk to people. Deliver your message. Ask for help, appropriately. Follow every lead, focusing on identifying business problems, then show how you can solve those problems. Help others and let them help you.

It might sound simple, but it’s certainly not easy. Kudos to all who land, and thanks for sharing what you’ve learned.

One of my favorite year-end activities is to steal a quiet hour or so to analyze my business results, especially where my clients came from, and set some goals for the new year. I’m not a big planner or goal-setter (very much seat-of-the pants, despite what people say about that!), but ever since I’ve been doing this simple exercise I find that I have met or exceeded every one of the measurable goals I’ve set.

It seems that something as simple as writing them down makes goals more concrete and likely to happen.

As you prepare for the new beginning that comes around each January 1, take some time to define your specific, measurable goals for the 12 months ahead. If you’re in a job search, consider goals like these:

• Make 10 new network connections each week (actually having a dialogue with someone… just sending an email doesn’t count)
• Schedule 2 interviews (job or informational) each week
• Identify, research, and pursue connection with 1 new target company per week
• Land 1 great job!

Before you know it, your job search will be zooming along and you’ll be awash in contacts and leads. Without the clear direction that goals provide, it’s easy to muddle along thinking that you’re making progress but not really doing so. For the holidays, give yourself the gift of ambitious goals!

Nice article by Susan Kreimer in the Washington Post - “A Season for Discreet Schmoozing” - I was pleased to be able to contribute some tips!

While it’s easy to assume hiring doesn’t happen in the 6 weeks between Thanksgiving and New Year’s, that’s a defeatist attitude that (1) ignores reality and (2) prevents you from making the most of the truly wonderful networking opportunities that occur during this season.

Sure, you can (and should) enjoy yourself at the parties, family events, and casual meetings that mark the holidays for so many. Just be prepared with a 1-2 minute message that will help build your network and keep your job search/career on the front burner. Don’t get caught flat-footed and tongue-tied when opportunities knock - even if they’re wearing a !

I’m a big fan of ExecuNet - a terrific resource for executive job seekers. Every Friday I get an email news note that  includes spot-on advice from executives who have “landed.” Here are the words of wisdom from today:

Be sure your objectives are clear to yourself and that you can communicate them effectively.

One of the most important - yet most overlooked - tasks of preparing for a job search is clarifying what you’re looking for. If you haven’t done so, your efforts will be unfocused, you message will be muddy, and you’ll confuse your network contacts. Don’t let that happen to you!

Are you afraid to specialize? Afraid that by stating your specific interests and expertise you’ll limit your opportunities?

Interestingly, the opposite is true. By trying to appeal to all interests, you appeal strongly to none. After all, employers want to hire people who are experts! If you were hiring for a very specific need, which candidate would you choose?

• CFO for any size company, public or private
• CFO with experience in public-company M&A and a background in technology start-ups

• Sales & Marketing Executive - multiple marketing channels, diverse products and services
• Sales & Marketing Executive - expert in building brands and creating demand for luxury consumer goods

It’s true that by defining your niche you won’t appeal to everybody. But… do you really want to? Wouldn’t you rather do what you love and work where your expertise is valued?