Remember, making connections is half the battle and you should never be afraid to reach out, even if it seems like a long shot.  As long as you are polite, sincere and well-informed, the worst that could happen is that the person just won’t get back to you.  At best, your potential contact can help you get an interview, a job or a new opportunity that you never anticipated.

By Cat Tassini

Until now.

Just last week, LinkedIn developed a new app called the Creative Portfolio Display. This app allows creative professionals from the advertising, digital media, or film industries to showcase their portfolios more easily.

Scott Belsky, the CEO of Behance created the LinkedIn app and emphasizes the importance of using the LinkedIn portfolio as the place to display professional work alongside the professional profile. This new app allows users to display creative projects in their LinkedIn profiles after simply adding these projects to the Behance Network.

This new feature is exciting for creative professionals in the media industry. Advertising executives can now create one central portfolio on LinkedIn and the service is absolutely free, allowing users to upload an endless number of multimedia projects.

Check out Chris Crum’s article at WebProNews for more information on this new app:

http://bit.ly/ct1aYp

Mosaic illustration by Jennifer Daniel for the New York Times

Are 5,001 Facebook Friends One Too Many?

By Aimee Lee Ball for The New York Times

THE British anthropologist and Oxford professor Robin Dunbar has posed a theory that the number of individuals with whom a stable interpersonal relationship can be maintained (read: friends) is limited by the size of the human brain, specifically the neocortex. “Dunbar’s number,” as this hypothesis has become known, is 150.

Dear Bev: How Should I Use Social Networking In My Job Search?

By Beverly Weinstein

Creating a strong online presence is key to a successful job search in the digital media industry. Not only is social media an integral tool for recruiters to find viable candidates, but it’s also a great way to show an employer that you’re well connected and versed in the space.

A recent Career Development event held by Advertising Women of New York addressed this subject for job seekers and media executives looking to build a professional reputation online. I gathered a few new pointers from fellow recruiter, Regina Angeles.

LinkedIn
You probably have an account on this site already, but so do 65 million other members. So how will you be found in the sea of profiles? Keywords.

When searching for candidates, recruiters and employers plug relevant keywords into LinkedIn’s search function and develop leads for potential candidates. If you’re profile isn’t chock full of all the important words that describe who you are and what you do, you’ll probably get lost in the shuffle. Think about what value you can add to an organization or department. Is it revenue generation? Team leadership? What are your key skill sets? Sponsorship sales? Cross-platform marketing? Get specific with your keywords and experiences and you’ll be on your way to optimizing your profile.

Another way to increase your visibility on this network is by getting your professional network to recommend you. With the click of a button, you can request a brief recommendation from your colleagues and clients. They serve as a quick reference guide for contacts in the industry and how well-respected you are. Also, having three or more recommendations makes you three-times as likely to pop up in search results. Take the time to request them; it’s worth it.

Twitter
You’ve heard about the importance of this social network a million times. Still struggling with how exactly it pertains to you? You’re not alone. But if you’re a job seeker, there are more than a few tangible ways that Twitter can help. Don’t be afraid to make an account and learn the ropes.

Angeles, multicultural recruiter and CEO of TALENT2050, offered great Twitter tips, like the new site www.tweetajob.com. Sign up to receive relevant job postings sent to your Twitter feed. Likewise, most big job boards have twitter accounts that you can follow to make your twitter feed a veritable real time feed of all new opportunities you might want.

Job Boards vs. Social Networks

Speaking of job boards, don’t forget about these tools as well. But dig deeper than Monster and CareerBuilder, there are a multitude of more focused niche sites (Angeles recommended IvyExec and Doostang.) But don’t just rely on seeking jobs, start seeking employers.

This is a point I make to candidates repeatedly and one that Angeles mentioned, too. Use sites like Linkedin to research companies rather than just positions. Find out about the kinds of companies you want to work for and use your professional network to find someone there to connect with. This is where the networking really comes into play.

Use LinkedIn and even Facebook to network as you would in the real world. Send people messages rather than passing a business card. Reach out to see if they can provide you with a helping hand. Getting your foot in the door is a lot more likely with a personal connection, while responding to a job posting on one of the big job boards rarely produces results.

Don’t Wait to Be Found

So you signed up for Facebook and LinkedIn and you made your first tweet. Why aren’t recruiters knocking down your door? You need to engage with social communities, not just become a stagnant member. Actively using these tools is key to making them work for you. Update your status on LinkedIn, Facebook, and Twitter with a link to an interesting article. Start speaking to your network and they’ll speak back.

Angeles wisely emphasized knowing your audience within your social networks. Are you looking to find a job in digital media? Show that you know the space by sharing relevant information about news in the industry. Looking for consulting clients? Speak to that audience by establishing yourself as an expert in your field. Share valuable industry information, perhaps a blog post you wrote on new industry trends. (Hint: blogging is another great way to engage in social media. There are plenty of free sites to help you get started: wordpress.com, typepad.com, and blogger.com are just a few.)

Another great tip Angeles provided: Link your social media networks all together with a service like HootSuite. Update your status or post a link on one site and it will push the update to all of them, saving you time and making social networking more manageable for a busy schedule.

AWNY will be holding 2 more events on Career Development. Check out www.AWNY.org for more information.

Find out more about improving your social media presence at www.dearbev.com/services

Read the column on MediaPost.

Dear Bev: Are There Job Search “Best Practices?”

By Beverly Weinstein

Absolutely! I talked to a senior level ad agency executive recently who conducted a five-month job search with great success. In my opinion, his search was pitch perfect and worth noting.

What to Look For in a Contact List…(Hint: It’s Not Just Contacts)

Step one in this successful CEO’s search was developing a list of contacts under the broad heading of “anyone that could be helpful” in finding him a job. He also understood that not every contact would be a direct route to his end goal. His conversations always had a purpose, and he stressed the importance of being specific about what he was looking for. It might have been as simple as someone’s opinion on marketplace trends or as specific as help getting in front of someone that was looking for a candidate with his skills. He met with more than 100 people.

Searching as a Full-Time Job

“It’s important to keep your search going each week like it’s your job,” he advised. “It’s hard to dip in and out of search. I did take the opportunity to visit family and take a vacation, but you have to stay at it. You can’t treat it like a part-time event. That’s a dangerous mind-set because you can wake up one day, and it’s been a year that you’ve been out of work.”

Find a Good Coach

Outplacement, which included a personal coach, was part of this executive’s exit package from his previous post. He credits his coach with being instrumental in the success of his search, not only in helping him prepare for interviews, but also in helping him refine his job criteria and make a choice that would best serve his career development.

“I worked with my coach to prepare for interviews, gave him the feedback I received from interviewers, and then he helped assess and refine the way I presented myself,” he said. “On another level, the coach was someone I could turn to if I was feeling down or needed some help to lift my spirits.” He was lucky that his former employer footed the bill for a coach, but didn’t hesitate to say that it was so valuable that it was something he would have paid for himself.

Interview Tips

“When I started interviewing I was way too casual. I relied too much on my past history,” he admitted. “I later realized the importance of going into an interview and being able to provide two or three points where you can add immediate value to an organization.”

In addition to researching the company he was interviewing with online, he tried to have a preparatory conversation with someone from the company so he didn’t walk into the interview cold. “I found most people are willing to take your call and answer a few questions.”

Say More Than Just “Thank You”

After many interviews, this successful job seeker’s feeling was that a “thank you” note without meaningful content was a waste. “Take time to compose something that reflects back on the interview conversation and includes some simple points about how you can add immediate value to the company. A few strong paragraphs will suffice,” he said. He also though follow-up notes should be sent within 48 hours of the interview.

Visibility

He made a point of remaining active in the business community during his period of unemployment. “Stay visible within your industry,” he advised. “Go to conferences, even if you pay out of your own pocket.”  He found value in making a point of scheduling meals and meetings in places where he was most likely to run into people in the business. “If people don’t see you or hear from you, you’re not going to be top of mind,” he warned.

Don’t Be Afraid To Negotiate

This executive’s aggressive job search got him back in the saddle in five months, but he puts emphasis on finding the right job for you and not just a quick fix to unemployment, even if it takes more time. “I was more focused on the job I wanted, rather than a salary benchmark,” he said. “If you’re really looking at the right job, then the salary should be in the right range that’s appropriate with your contribution level and the kind of company you want to join.”

And just because you’re unemployed, he said, doesn’t mean you can’t negotiate. “Being unemployed doesn’t mean you shouldn’t go back to the company and says, I appreciate the offer, but points one and two still don’t fit for me, and these are the reasons why.”

Read the column on Media Post.

Dear Bev: What are some good books media executives are reading these days?

By Beverly Weinstein

Some books don’t fit neatly into categories, but offer some universal truths. Here are a few that may be familiar, and some that will offer a fresh perspective.

Green Eggs & Ham by Dr. Seuss
“The tale of Sam-I-Am: a successful salesman who overcomes his client’s initial objections with persistence, enthusiasm for his product and a customer adoption strategy premised on user trials.” –Mark Piesanen, director, strategic partnerships,
Google TV Ads

The Geography of Bliss: One Grump’s Search for the Happiest Places in the World- By Eric Weiner
Weiner set out on a yearlong quest to find the world’s unheralded happy places. Having worked for years as an NPR foreign correspondent, he’d gone to many obscure spots, but usually to report bad news or terrible tragedies. Now, he’s traveled to countries like Iceland, Bhutan, Qatar, Holland, Switzerland, Thailand and India to determine why residents tell positive psychology researchers that they’re actually quite happy.
Recommended by –Susan Malfa, SVP national advertising sales at Bravo and Oxygen and Media, Women @ NBCU

The Creative Habit: Learn It & Use It for Life- by Twyla Tharp
A personable tone is carried throughout the book and within the text is a goldmine of advice. Tharp not only promotes tried-and-true habits, but also encourages readers to dig deep within themselves and come up with their own answers.
“Creativity plays a role in everything we do. Tharp offers some great advice on how to make creativity work in all aspects of your life.” –Beverly Weinstein, president, Markham Media Executive Search

Scott Adams & Lynn Truss
“Frankly, Dilbert never ceases to amaze me: Many is the time I have been convinced that Scott Adams must have attended one of our meetings or received one of our policy memos. As a grammar “stickler,” I still love Lynn Truss’s Eats, Shoots & Leaves and her sequel on public rudeness, Talk to the Hand.” –Betsy Frank, Chief Research and Insights Officer, Time Inc.

On Advertising by David Ogilvy
“Imagine a career in politics and not bothering to read the Constitution of The United States or a career in religion and not bothering to read the Bible. That is what you are doing if you make your living in advertising, but can’t be bothered to read David Ogilvy’s On Advertising. The sense that aspects of this book have become dated is beside the point. The book is the foundation on which everything else got built.”
–Mark McLaughlin, president of McLaughlin Strategy

The Fourth Star: Dispatches from Inside Daniel Boulud’s Celebrated New York Restaurant - by Leslie Brenner
Reporter Brenner spent a year in New York’s elegant restaurant Daniel as its staff labored together to earn a coveted fourth star from The New York Times’ powerful restaurant critic. Brenner’s account of how the restaurant takes (and refuses) reservations offers many an object lesson for anyone striving to do public service right.
Recommended by Leslie Picard, Time, Inc.

Scientific Advertising by Claude Hopkins
“Eighty years ago, Claude Hopkins wrote: “The time has come when advertising has in some hands reached the status of a science.”  Right on!” –Mike Steib, director, Google Emerging Platforms & TV Ads

Book summaries taken from Amazon.com

Read the column on MediaPost’s MediaDailyNews.com

By Beverly Weinstein

Part II: Dear Bev: I’m looking for some great business book for holiday gifts. Any suggestions?

Media execs I talked to at companies ranging from Google to Time Inc. and Forbes to Ogilvy had plenty. Today, I’m offering a selection that focus on leadership. Watch for upcoming columns featuring recommendations for books on change and negotiating.

Leadership Lessons Learned from business pros, classic fiction and even antarctic explorers…

Leadership Is an Art – by Max DePree

Rather than offering a how-to manual on running a business, DePree, CEO of Herman Miller Inc., a manufacturer of office furniture, details in deceptively simple but imaginative language, a humanitarian approach to leadership.

“This is a classic. It’s pragmatic as opposed to most business books, which are too theoretical. It gives you things you can do immediately.” –Gary Schuman, Owner CDL Consulting and Management/Leadership Consultant and Coach

The Feiner Points of Leadership – by Michael Feiner

“The how-to manual of leadership!  With anecdotes about softball and family interwoven with simple guidelines on how to lead up, down, left and right, this book is never far out of my grasp, especially in today’s increasingly flat organizations.”

All the King’s Men – by Robert Penn Warren

“Newspaperman Jack Burden struggles with the right balance of respect and criticism for his larger-than-life, sometimes misguided boss, Governor Willie Stark. In a media populace filled with big egos, All the King’s Men has lessons relevant for today’s media manager, 63 years after the political novel’s first publication.” –Both Feiner and King’s Men recommended by John Saroff, head of strategic partner development, Google TV Ads

The First 90 Days: Critical Success Strategies for New Leaders at All Levels – by Michael Watkins

“When I was transitioning from MTV Networks to Time Inc., I was given a copy of The First 90 Days: Critical Success Strategies for New Leaders at All Levels. I still find it extremely valuable to help reset or “course correct” after new responsibilities, a new organization, or a new manager.” –Betsy Frank, Chief Research and Insights Officer, Time Inc.

Leading at the Edge: Leadership Lessons from the Extraordinary Saga of Shackleton’s Antarctic Expedition by Dennis Perkins

Although their experiences may sometimes seem torturous, most managers aren’t facing dangerous or life-threatening conditions. Even so, argues consultant Perkins, they would do well to learn from both triumphant and failed expeditions. Perkins introduces 10 key concepts he believes are essential to productive leadership with lively anecdotes from the adverse but ultimately successful expedition to the South Pole led by Ernest Shackleton in 1914.  Recommended by Christopher Simon, EVP sales, CBS Television

Catch 22 by Joseph Heller

In Joseph Heller’s classic satire on the murderous insanity of war, the novel’s undiminished strength is its looking-glass logic. Again and again, Heller’s characters demonstrate that what is commonly held to be good, is bad; what is sensible, is nonsense. Recommended by Paul Rittenberg, SVP at Fox News

It’s OK to Be the Boss: The Step-by-Step Guide to Becoming the Manager Your Employees Need – by Bruce Tulgan

“It offered really helpful advice as I was growing out my team, and we had to become more professional.” –Jeremy Steinberg, VP, digital sales and business development, Fox News Network

The One Minute Manager - by Kenneth Blanchard and Spencer Johnson

This book is a concise, easily read story that reveals three very practical secrets: One Minute Goals, One Minute Praisings, and One Minute Reprimands. “It’s a book that tells you how to get time back in your life. It’s simple, but if you do it, it works.”-Rich Sutton, SVP consumer markets, WebMD

Words that Work – by Dr. Frank Luntz

“This book is not about what you say, but what people hear. This is a great, great book.” – Brian Fisher, VP digital sales, ABC.com

True North – by Bill George

In this important book, acclaimed former Medtronic CEO Bill George shares the wisdom of over 125 outstanding leaders and provides a comprehensive and personal program for finding you own True North and leadership success.

Seven Lessons for Leading in Crisis – by Bill George

George’s just-in-time guide for anyone in a leadership position facing today’s unprecedented economic challenges. Both True North, Seven Lessons recommended by Gary Schuman, Owner CDL Consulting and Management/Leadership Consultant and Coach

Hardball for Women – by Pat Heim and Susan K. Golant

In this constructive, no-nonsense guide, business consultant Heim addresses women executives who, despite technical proficiency, hard work and managerial skills equal or superior to those of their male co-workers, have been passed over for promotions.

“I can’t say enough good things about “Hardball For Women.” The title unfortunately, is a misnomer, since the content is extremely eye-opening for both men and women regarding how to communicate better with one another at multiple levels in the workplace.” –Marie Svet, director. pricing and inventory at RHI Entertainment

The Five Dysfunctions of a Team: A Leadership Fable – by Patrick Lencioni

Once again, using an astutely written fictional tale to unambiguously but painlessly deliver some hard truths about critical business procedures, Patrick Lencioni targets group behavior in the final entry of his trilogy of corporate fables. Recommended by Leslie Picard, SVP corporate sales and marketing at Time, Inc.

Read the column on MediaPost’s MediaDailyNews.com

Book summaries taken from Amazon.com

By Beverly Weinstein
Media execs I talked to at companies ranging from Google to Time Inc., CBS to OMD had plenty. Following are a selection that focus on strategy. Watch for upcoming columns featuring recommendations for books on leadership, change and negotiating.

Lessons in strategy from the playing field, the battlefield and even the operating room.

Moneyball by Michael Lewis

“Oakland A’s General Manager Billy Beane disregards conventional wisdom, embraces insights from data and wins a lot of baseball games.” -Mike Steib, Director, Google Emerging Platforms & TV Ads

The Art of War by Sun-Tzu

The Art of War, compiled in the 6th century B.C., is the world’s oldest surviving military treatise. Long revered as the definitive guide to strategy and tactics on the battlefield, it offers timeless wisdom to today’s managers.

Recommended by Christopher Simon, EVP Sales, CBS Television

The Checklist Manifesto: How to Get Things Right by Atul Gawande

In riveting stories, Gawande takes us from drowning victims to deadly hospital infections, explaining how checklists actually work to prompt striking and immediate improvements. He follows the checklist revolution into fields well beyond medicine, from homeland security to investment banking, skyscraper construction and businesses of all kinds.

“The author may be a doctor, but the bottom line is all of these lessons apply to everything you do, regardless of the business you’re in.” -Arlene Manos, President National Advertising Sales at Rainbow Media

Warfighting: The US Marine Corps Book of Strategy -by US Marine Corps Staff

“Argues that organizations should grant a high degree of decision-making to people low on the chain of command. If you decide quickly, act fast to implement, and interpret responses immediately, you are on your way to success before competitors can react.”

- Mark Piesanen, Director, Strategic Partnerships, Google TV Ads

Rules for Revolutionaries – by Guy Kawasaki

The former chief evangelist at Apple Computer and an iconoclastic corporate tactician is back in print with his seventh book, a  “Capitalist Manifesto for Creating and Marketing New Products and Services.” It lays out Kawasaki’s decidedly audacious (but personally experienced) strategies for besting the competition and triumphing in today’s hypercharged business environment.

Recommended by Leslie Picard, SVP Corporate Sales & Marketing, Time Inc

Nelson’s Trafalgar-by Roy Adkins

“In 1805, only the British Royal Navy stood between England and invasion byNapoleon’s armies.  Lord Nelson combined unorthodox tactics with the fundamental superior fighting skills of the Royal Navy, crushed the combined French and Spanish fleet, and saved England from invasion. I prefer reading military history to business books, now more than ever. Threat, innovation, and focusing on what you do better to win is always a great business lesson.” – Avery Stirratt, President-Advertising, Forbes Media

Book summaries taken from Amazon.com.

Read the Column on Media Post’s Media Daily News.

By Beverly Weinstein

Recruiters don’t find candidates jobs, they find candidates for jobs — a distinction that’s often misunderstood. In other words, the recruiter’s client is the hiring organization, not the job seeker.

Headhunters (the vernacular term) should be part of your job search, but don’t make the mistake of only relying on them. On average, recruiters only fill about 10% of all jobs. The following is some basic information that should be useful in understanding the recruiter’s role.

Multiple Business Models

There are two basic categories of recruiters: retained and contingency.

•Retained search firms work exclusively, and the client pays them a guaranteed fee for their services.

•Contingency recruiters are only paid if they find a candidate that is hired by the client. Some contingency recruiters may work exclusively, but it’s not unusual for clients to work with multiple recruiters for the same job. That’s why you may get several calls for an opportunity.

How They Find You
Recruiters are in the business of knowing where to look for qualified candidates, regardless of whether those candidates are actively seeking new jobs.

•Candidate sources range from referrals to mining databases to cold calling someone in the same job at a different company. Professional social networks have become an increasingly popular sourcing tool. If the recruiter doesn’t tell how they found you, ask.

•Ways in which recruiters will reach out to candidates include their business phone, email, and social networks, including LinkedIn, Facebook and Twitter.

How You Find Them
The same tools headhunters use to find you can be used to find them. And when you compile your headhunter list, take some time to do basic research. Keep in mind search firms generally specialize by category(ies) as well as by job level and/or salary level. Be strategic about your outreach and expectations.

•Research the individual recruiter’s name and/or their company name. Take a look at their bios and client list if it’s published on their site. Look for them on LinkedIn. Any legitimate recruiter should have ample information easily available online.

•Not all recruiters will agree to see you if they aren’t working on a search that matches your background. If they won’t meet you, try to at least get a phone appointment for a few minutes or, at minimum, e-mail your resume for inclusion in their database.

What Recruiters Do/Don’t Do
•Don’t expect a recruiter to write or rewrite your resume. Most are willing to make suggestions or point you in the direction of resume writers or information resources on resume writing.

•Headhunters will sometimes offer you career advice or job search tips. However, if you’re looking for help in figuring out what you want to do next, try a career counselor and expect to pay for their time. Some recruiting firms do offer counseling services, but again at a price.

Beware of Promises

The growing unemployment rate has spawned a category of unscrupulous “so-called” recruiters. They take a fee from the candidate, promise resume help, career guidance, and a job. Major newspapers have run articles on job seekers that have written checks to these firms but haven’t gotten results. I recently heard from a reader who made this mistake. It’s a rough job market; it’s hard for even the most well-connected to help their colleagues, friends or relatives get a job. Be suspicious of a stranger promising to do the same!

Read the column on MediaDailyNews.

“You wouldn’t wear jeans to a job interview, but do you pay as much attention to job-hunting etiquette when networking? If you’re approaching potential contacts in an offhand way, you may be putting them off entirely. Learn what the most common networking mistakes are so you don’t have to make them.”

Waiting

Woog says not to wait until you’ve lost your job to start networking! “Effective networking means creating contacts and relationships while you’re still employed.”

Being Clueless
Know why are you attending a networking event. What are your goals? What can you offer?

Being Unprepared
“Practice your pitch as well as your answers to questions about your career goals that might arise.” Enough said. Know what you want.

Forgetting Business Cards

Might sound silly, but Woog has a point. No one’s going to remember you without it. They’ll remember meeting you but then say, “Oh, what was his/her name?”

Using a Silly-Sounding Email Name
FirstName.LastName, simple as that. No nick names or confusing combinations of letters and numbers.

Being Pompous
This should be a no-brainer, btu sadly for some it’s not.
“While you’re networking, you need to listen to what everyone else is saying. People help by offering advice. They are not interested in hearing how much you already know.”

Monopolizing Someone’s Time
Make connections, but don’t overwhelm them. Everyone wants to mingle at events so give people space. Reconnect after the even via email or phone.

Dressing Down
“Look sharp at networking events.  A networking event can be a dress rehearsal for a job interview, but no one will help you get your foot in the door if you give the impression that you’ll slouch through it once it’s open.”

Being a Wallflower
Why bother going to a networking event or conference if you don’t make the most of it. This can be harder for people who are more timid by nature, but if you’re on the market for a job, it’s not time to shy. “Be assertive, and act like a leader. But don’t go overboard. You want to convey self-assurance, not obnoxiousness.”

Being Passive
Being pleasantly persistent shows how interested you are in a position or company. Don’t be too pushy, but let your enthusiasm show.

Lying
Liars almost always get caught. Don’t embarrass yourself and burn bridges by fudging the truth on facts about your experience or your acquaintances.
Treating Your Networking Relationships as Short-Term Flings

Don’t forget to follow up and show appreciation for their help. Also don’t forget that networking is a two way street. Don’t use help without returning the favor. Ask yourself what you can offer someone in return, even if they’re not job hunting.

“No one likes to be used. Follow up every conversation with a thank-you note, email or call. Let your contact know whether his suggestions panned out or not. When your job search ends — for whatever reason — inform the person who has helped you. You may think your networking is over, but your paths may cross again.”

Forgetting Where You Came From
Continue the cycle. Help others even once you’re back in a job. Don’t forget how you got back in the saddle.