Day 4 – the 12 Days of Christmas Job Hunting

Day 4


On the 4th Day of Christmas — Guerrilla Marketing for Job Hunters revealed to me:

4 resumes – Guerrillaized

  1. Chronological
  2. Functional
  3. Value Based
  4. A special 1-page eXtreme Makeover resume



Now there’s a lot more to landing your dream job than writing a simple resume.  But you know what?  That’s what employers typically see first and their decision to interview you [or not] is often made in the blink of an eye. 


Here’s the basic challenge: most resumes look and read the same and quite frankly they’re quite boring.  They are generic in their writing and approach, even thought each candidate claims to be “special”, “dynamic”, “creative”, and a host of other superlatives.  You don’t need to tell your reader this.   You must demonstrate it. 


Your resume is a marketing tool.  Does your’s include a statement about your background that’s so powerful that it transforms the reader’s initial scan into a lengthy read and then into a call to you?  It has to.

When you send off your resume, whether you’re replying to a specific opportunity or trying to uncover a hidden need, your resume needs to be read if you want to be considered.  Many people are under the false perception that just because they’ve gone through all the trouble and agony of producing a resume, someone is actually going to read it and care.  The fact of the matter is that you have somewhere between 6 – 10 seconds to impress a reader enough to get them to read the entire document for an employer which will likely take no more than 30 seconds.

Since resume writing is not perceived as an enjoyable task, people will often try to produce one version they can use for every possible situation.  They keep it nice and generic and stuff it with gobs and gobs of “responsible for[s]”.  Unfortunately, these resumes are usually the ones that end up in employers’ wastebaskets. Writing an all-purpose resume is like writing an all-purpose marriage proposal: you’re going to have to kiss a lot of frogs … 

Your resume is your personal emissary. It should provide a positive first impression and an honest summary of your skills and attributes. It must convince the reader that you are reliable, responsible, and ready to successfully handle the responsibilities of the job.

When your resume moves to the top of the pile, the reader will give it a brief look—perhaps for 10 to 15 seconds – for anything that piques their interest.  Does your resume include a statement about your background that’s so powerful that it transforms their initial scan into a lengthy look?  This is your one chance to make an impression.

Resumes, like every document, have a distinct purpose. Your success, as both a job seeker and resume writer depends on how effectively you tailor your message to each situation. If the job is worth going after, pursue it with a resume that has been carefully produced with a specific job in mind.  [See there’s that clarity of purpose stuff again!]  Length is not an issue.  Content is.  People will read any length of resume IF the content is of interest to them, and that’s the secret. 

A Guerrilla’s resume[s] screams, “here’s what’s in it for you”. A Guerrilla builds resumes that are relevant to a specific reader.  They target them to a specific group if not an exact individual.  Their resumes are always focused.  They are never general.  They are results-based never wishy-washy.  They are accomplishment focused not responsibility laden. 


This is the most commonly used format and the one many employers like because it is easy to read.  It is the correct choice for you if you intend to stay in your current industry because it shows the reader exactly what you’ve done and where you fit by detailing your most recent experience first and then working backwards through your career history.  It highlights your job titles, places of employment, and dates of tenure by presenting them as headings, in order by date, under which your achievements are listed.

Use the chronological format if:

  • your career history shows consistent growth or promotions;
  • the job you are applying for is clearly the next logical step in your career;
  • you intend to stay in the same industry or one immediately adjacent to it; for example: from automotive to Tier one supplier.


A functional resume, just like it sounds, groups your accomplishments into skill headings [functions] like: leadership, management, sales, marketing, new product development, administration, finance, business development operations, etc.

The format presents your experience under skill headings, giving you the freedom to prioritize your accomplishments by impact – and relevance to your objective – rather than by chronology. In this format, your work history (job titles, company names and dates of previous employment) is listed concisely in a section separate from your achievements.

Use a functional resume if:

  • you are changing industry or professions and need to emphasize your transferable skills;
  • you are underemployed in your current position;
  • your job title does not accurately reflect the level of responsibility you have
  • you are a student with great potential but near zero “real experience” and you want to demonstrate a track record of activities that would lead an employer to conclude you have “promise” and hire you for your first job;
  • you are reentering the job market;


Value based resume

My personal preference is a value based resume.  This style mirrors the attributes employers are looking for according to the New Value Table from the two books, Career Guide for the High Tech Professional and Guerrilla Marketing for Job Hunters

I pioneered the Value Based Résumé.  It’s a hybrid of the chronological and functional resumes and it’s designed to address the one question on every single employer’s mind, “What can this candidate do for me?” 

It’s a concise no-nonsense approach which easily transmits your bias towards action to the hiring manager.  The tone should be,  “I walk through walls on a regular basis.”  Look what I’ve accomplished so far.  What can I do for you?”  It generally resonates well with senior executives because just like them, you have passion and a bias toward action. 

Use a Value Based resume if:

  • you have the accomplishments to back your claims;
  • you can’t hide the fact that you’re  a type “A” personality;
  • you want to encourage an employer to move quickly to an interview stage;
  • you are already a high-powered executive;
  • you are in a fast paced, high intensity occupation, like sales, law, or entertainment; or


Special eXtreme Makeover – 1 page Guerrilla Résumé

Now, let’s break some rules.  So many times it’s this sparkling, one-page resume that is directly responsible for landing the job interview.  This is your biggest weapon in your Guerrilla job hunting arsenal.  Nothing—and I mean nothing—beats it.  You can use the eXtreme resume makeover as a stand-alone resume or better yet as a teaser to generate interest and secure an interview. 

Done correctly, it will get you an interview every time.

This resume is a cross between a Functional and a Value Based resume that’s been pumped with steroids. This format can only be sent to senior executives.  Let me warn you though, if you use this resume format you’d better be prepared to back it up with facts and figures in an interview.  You’ll have to document your facts meticulously. 

Use Guerrilla Resume if:

  • you are currently in a situation where there is enormous competition for a limited number of jobs and yo need to crush the competition; 
  • you want to “test the waters” before launching a comprehensive job-hunt;
  • you want to create a job in a company that has no openings; or
  • you want to change industries.
  • Job Objective or Summary
  • Summary of Accomplishments
  • Special skills
  • Career History
  • Education
  • Proof Section

It has 6 major areas…

For  Example – here’s a sample of a before and after.  Here are 25 example resumes that landed real jobs. 

Non-Guerrilla job hunters do the following when they are looking for a new job:  they construct a resume that details their responsibilities, ask their friends and neighbors if they know of any job openings, respond to newspaper ads, and a few of the tech savvy ones will reply to job board postings.  That’s it. 

That’s not enough, it’s the bare minimum which everyone else does.   Non-Guerrilla job hunters can count on the competition for the few advertised or known jobs to be fierce.  Good luck to them. 

Make sure 100% that you gear your résumés to the employer’s position – specifically.  Pre-screen yourself for the employer.   If it’s too much work – then you have to ask your self a question: how important is my future.  A good head hunter may pre-screen and qualify you and then ask you to gear your resume to the specific position.  Follow their advice.

Day 3 – The 12 Days of Christmas Job Hunting

Day 3

On the 3rd of Christmas — Guerrilla Marketing for Job Hunters revealed to me:


The 3 R’s of job-hunting

In grade school we learned the 3 Rs of Reading, wRriting and aRithmetic.  Those were our most important lessons [ok so I’m dating myself].  For job-hunters it’s Research, Relevancy, and Resiliency which will deliver an A+ interview.


As a job-hunter you need to research and determine:

♦   what are your marketable skills;

♦   which industries/companies you should target that use those skills;

♦   what are the specific needs of each company in your target market;

♦   who’s in a key position to hire you in those companies [who can say YES to hiring you AND it won’t be human resources unless you’re an HR professional]; and

♦   what’s the best way to approach them?

The way you approach people will be determined by your research.  There’s more about research in the book.


Your skills have to fit an employer’s needs.  It has to solve the employer’s hot buttons [their corporate weaknesses – this could be sales, market development, research ops].  Remember it’s not about you it’s about THEM!    At the core employers’ initially only want to know three things about you:

♦   Can you make me money?

♦   Can you save me money? and/or

♦   Can you increase our efficiencies?


As global competitiveness increases, employers will be looking for all three of the above.  In Guerrilla Marketing for Job Hunters the book we clearly demonstrate how to express your relevancy – “Value” – to an employer.


Resiliency is the ability to spring back from disappointment and keep moving forward.  This is a quality which keeps Guerrilla job hunters focused on their goals and driving forward on a daily basis. 

Adopt a positive mind set no matter what.  Here’s how you do it: You should have your job hunting goals sitting in front of you everyday and review it everyday.  Morning and night and then execute that plan.

Guerrilla job hunters always look for the positives even when people and events are clearly indicating they shouldn’t.  Guerrilla job hunters need to look under rocks too.    Let me end this section with a story that touches on all the points you’ve been reading about attitude.  This has been a taste of what’s in chapter # 2 of Guerrilla Marketing for Job Hunters.


The complete "12 Days of Christmas Job Hunting eBook" is here:


On the 2nd day of Christmas — Guerrilla Marketing for Job Hunters revealed to me:

Day 2

 On the 2nd day of Christmas — Guerrilla Marketing for Job Hunters revealed to me:


Two strategies to crack the hidden job market

Focus all your time and effort on the companies you’ve identified as being the Tier 1 buyers of your product – you.  Anything else is a waste of your time, energy and money.  Target your campaign at those companies where you know you can help solve a problem.  Nothing beats a direct approach for speed and accuracy.

Because of the current recession caused by the sub-prime meltdown, employers have different hiring expectations. The direct approach has replaced networking as the best way to break into the hidden job market.

The hidden job-market isn’t really hidden.  It’s just not in plain sight.  It’s referred to as the hidden job-market because of the way jobs are created and filled.  Most jobs are created in a company in one of three ways. 

  1. The company is growing;
  2. Someone quits, leaving a vacancy; or
  3. Someone is being replaced and the employer doesn’t want the employees to know about it.

When the company is growing, the owner, president, or someone else may know they need to hire but haven’t initiated the process.  They may not have had the time.  They may not quite have the budget.  They may not want to go through the hassle of advertising and interviewing.  So while the need is real, the job itself remains hidden inside the hiring manager’s head. 

When someone quits, managers will first decide if they can eliminate the job, or combine it with another position.   Needing a new person, they will look inside their organization to see whom they can promote into the role.  If they can’t find anyone they’ll likely ask their co-workers for referrals.  If that doesn’t work, depending on the size of the company they may opt to run an ad through HR, or hire a head-hunter.  

Companies will contact a head-hunter when secrecy is required because “loose-lips-sink-ships” and the recruiter can conduct a search without anyone ever knowing.

In all of these cases, the job remains hidden to the outside world for weeks if not monthsHence the term hidden job-market. 

The only way for you to access the hidden job-market successfully is to reach out to the hiring managers directly before they opt to go the advertising or HR route OR ask their buddies for referrals.  The hidden job-market is your private laboratory to test out the best methods for finding your dream job.  Now let’s look at two of the Top 10 Strategies Guerrilla Marketing for Job Hunters use to access the hidden job market.


Job Search Strategy # 1 – Targeted Research 

One quick way to discover new opportunities is by doing structured search engine queries. And it’s fairly easy to do.   Here’s how to do targeted research, step by step:

Step #1

Develop a target list of companies you want to work for.  That list of companies is your baseline query for your search.   Now, here’s how you get the list.  Below is an example using in which you want to work in advertising in New York City.

1. When you do targeted research, generally you concentrate on an industry or a geographic preference (in this case, New York City).  Substitute your city for your search. 

2. You need to find the names of all the advertising companies in New York.  There are easy ways to do this using the Net.  Go to Google. and type the following words in the “advanced” option box in Google.  The search string shown below instructs Google to search for a directory of advertising firms in New York or a conference on advertising held in New York.  We want this list to garner leads for companies.

Figure 4.1 c0401Google Advanced - advertising

Your text needs to be filled in like that in the picture. 

My search returned many hits including one for AD:TECH  “The Event for Interactive Marketing”.  This is a conference held in New York for the Advertising industry.  There where also hits for directories of advertising companies in New York, complete with web site addresses, phone numbers, and profiles of the owners.

Step #2 Find People Who Can Hire You:

Once you have a target list of companies to work with, you need to find out who the people are in those companies that can actually hire you.  A good headhunter would pick up the telephone. You might not be so inclined, so here’s another way to accomplish your objective.

Go to each company’s web site and gather the names of the people who can say yes.  Those people are the executives not the human resource people – they can only say NO! unless you’re a human resources professional.  If you’re lucky, every web site will identify their senior executives, including names, titles, phone numbers, career summaries and sometimes email and photos!  Web information should be up-to-the-minute accurate, but I would call the receptionist and confirm it.   

For this example I’m looking for a sales position.  Therefore I’ll seek to locate or research the VP of Sales, VP Sales & Marketing, VP Marketing or General Manager. You would focus your research on the functional areas of interest for your search.

If you’re experiencing difficulty finding names on the site, then go back to Google’s advanced search box and type in the company name in the first box and (Vice President Sales Marketing Director)in the third box.  By-the-way, you don’t need to place the words in brackets and don’t put in any commas or punctuation. 

That search string will bring you:

All the people who are, or have ever been, VPs OR President OR Directors of Sales and/or Marketing for that company.

The resumes of a whole pile of people from that company whom you may be able to phone to coax information from them.

Once you have the name of the individual who is one rung up the ladder from the job you want, you need to process their name through Google again.  This time you put their first and last name in the first box and the company name in the third box.

This will produce a list of press releases, and news articles in which they are mentioned, as well as conferences they’ve attended.  Read an article or two and clip something memorable to use in your NarrowCast letter.

When you send them the letter, you’ll be able to say.  “I read your article in… about… which prompted me to write.”  Very powerful.


Job Search Strategy #2 – Targeted Networking

Today networking can either be the shortest route to your dream job or a lengthy series of unsatisfying lunches – the difference lies in how you approach it.  Let me show you how a Guerrilla job-hunter would network

  The complete "12 Days of Christmas Job Hunting eBook" is here:




Career Catalyst – The Fitness Factor Behind Success in Business and Life

It's common knowledge, but so few people act on it. Exercise sharpens the brain, reduces stress, and energizes – three of several ways physical activity can improve one's career.

Want more?

Improved sleep, improved mood, and the warding off of depression are three others. Even 10- minute walks during work breaks can have an impact, as would parking far away from the office in order to walk more. Lunch breaks are another opportunity to reap the benefits of work – why not get the exercise out of the way during your workday instead of reading an outdated magazine in the break room?

The Center for Disease Control's National Health Interview Survey reports startling statistics on just how few of us exercise, which Liz Wolgemuth addresses in U.S. News & World Report. "There are mounds of research showing the broad benefits of regular exercise, but most Americans still resist. Even last year, just over a third of men and women of working age – 25 to 64 years old – engaged in regular physical activity," she said.

For those who need a refresher on why exercise is so great, let's look at how it can improve your career through increased intellectual, mental, and psychological well-being.

  • Boost Brain Power

  • Want to sound smarter? Exercise to boost your neuron power. Harvard psychiatry professor Dr. John Ratey, reports that physical activity boosts Brain-Derived Neurotrophic Factor (BDNF), a chemical associated with brain growth. As explained on the American Council on Exercise (ACE) website: "Stronger, healthier, better-connected, bigger brain cells equals increased learning capacity. And here's the big discovery – exercise floods the brain with BDNF, providing the infrastructure it needs to absorb information, process, remember, and use it." According to ACE, countless studies exist on how exercise improves motor skills for physical laborers. In one instance, exercise for reforestation workers decreased work-related injuries from 22 to 5 percent, not to mention increased productivity.

    Sandra Aamodt and Sam Wang, authors of Welcome to Your Brain: Why You Lose Your Car Keys but Never Forget How to Drive and Other Puzzles of Everyday Life, calls some of these brain skills that exercise can improve "executive function." In their opinion, published in the New York Times, exercise can change the structure of the brain. "How might exercise help the brain? In people, fitness training slows the age-related shrinkage of the frontal cortex, which is important for executive function," the authors wrote. "In rodents, exercise increases the number of capillaries in the brain, which should improve blood flow, and therefore the availability of energy, to neurons."

  • Manage Depression and Stress

  • What else can exercise do for the brain? Set off pleasure signals! Don't wait for good news, a chocolate, or an antidepressant to feel good … get some happiness right now by taking a walk, Christin Anderson, MS, tells Web MD. Exercise boosts the pleasure chemicals serotonin and dopamine, credited for making us euphoric, happy, and calm. "In other words, if you don't want to wait for those good feelings to come by accident (if they do), you can bring them on by exercising," he said. "When one exercises, you can think more clearly, perform better, and your morale is better. This is pure science — stimulate your nervous system and function at a higher level." What's even more than a career killer than just mere unhappiness? Depression. Not only can it affect the ability to even mobilize in the morning or focus, it also disables the memory. "If you can control your physiology, you can relax, focus, and remember," says Anderson.

    Which brings us to stress. As the economy worsens and the job market becomes more volatile, warding off stress is more important than ever. "There may have been no year more important for Americans to be exercising than 2009, reports U.S. News & World Report, as the employed were weary with stress from being overworked and anxious, and the unemployed physically and mentally drained by fruitless job searches and foreboding headlines."

  • More Sleep, More Energy

  • Anyone who's had a rough night of sleep knows how hard it is to function at work the day after. Those with chronic insomnia have it even worse, and the effects can be devastating. The American College of Sports Medicine suggests increased exercise can treat insomnia. While good sleepers didn't stand to change their sleeping habits, those who have sleep problems could benefit, researchers said, adding that exercise should be right up there with the other insomnia treatments available to patients. Exercising under sunlight, which promotes sleep, and resetting negative sleep patterns are a couple of ways exercise could help. "People should experiment for themselves to see whether exercise promotes better sleep," says Shawn D. Youngstedt, Ph.D., a sleep researcher. "Sleep-deprived individuals should even try experimenting with different intensities of exercise at different times of the day."

Pam Greene's own journey to health and fitness started when a friend suffered through some health challenges. Realizing this was a wake up call to her to focus on her own health, she started learning about Fitness, Nutrition and Healthy Weight Loss. Pam now works for Beachbody, which provides Home Fitness Programs and Work Out Dvds including the well known P90X exercise program. Pam is passionate about sharing tips to help others eat better and exercise for better health.

Networking is about who knows you

Who are you Networking is about who knows you – so be visible and cultivate a powerful/influential  public image. Make sure your promotions and major sales wins are noted in the trade press and visible through LinkedIn and ZoomInfo.  People judge you by the company you keep … it's a fact of life, use it to your advantage – that’s especially helpful for you when it’s a high profile account potential employers may covet. 

NOTE: I wrote this post for sales people specifically BUT it really does apply to everyone.  And it's never to late nor too early to start.

Job Search Advice:Take risks

The dramatic changes we've seen in the job market in the last four years highlight the reality that the tried-and-true methods of finding a job will no longer suffice. They should remain a solid part of your plan, but they don’t provide an adequate amount of exposure to potential employers – let alone attract them to you.

Standing out is the key

Most people’s job searches fail because they can't get on the radar of the right hiring manager.  They're simply left behind because they failed to get noticed – even though they where well qualified – perhaps even the best qualified. 

And I'm here to ask you to please press on! Do not keep banging your head against the same wall.  Try something new – even if it's only a different wall. Do more of what works and less of what doesn't every day, AND add new tactics as often as possible.

I often see people fail after trying something once or twice and give up.  Or fail because they ask a friend or spouse what they thought about their "crazy idea" or tactic – and they tell them it won't work – so they drop it and don't even try.  When in reality their friend had no flipping idea whether it would or not but felt compelled to answer because they were asked OR wanted to save their friend the heartache of failure.  Who needs friends like that.

Don't give up too easily.

Well, a lot of famous people have been told NO or NEVER or FORGET ABOUT IT! And they did they forgot about the bad advice and pressed on.  This video is meant to remind you of those who have gone before you and failed and failed and failed and then got what they were after. 

In today's red hot job market – getting noticed is the key to getting the interview and the interview is key to getting hired. Most job hunting books fail because they don't address the hard stuff.  They skip the part between “designing a resume” and “the face-to-face interview”.  You know the tricky setting up of the first meeting.  

Guerrilla's do it better

Well getting noticed and getting the first meeting is what guerrilla job hunters do best.  So go guerrilla.  Be outrageous.  Safe – but outrageous.  Pursue your dream job the exact same intensity you'd chase a bus if you dropped your winning lotto ticket on the floor on the way out.  Put that kind of focus and energy in to everything you do while you're job hunting AND guess what – you will be successful!

Take some risks and don't give up when you DO fail – just get over it and go again.


David Perry

co-author, Guerrilla Marketing for Job Hunters 2.0, co-founder Guerrilla Job Search International Inc. and managing partner of Perry-Martel International Inc.



10 Common Scams Every Job Seeker Should Know | Career Overview

In a tough job market, it's easy to get desperate. But don't get so hard up that you forget to pay attention to what you're doing. If you're not careful, you could end up falling prey to one of these job search scams. Read on to learn about how these scams work, and how you can avoid them.


The job market is challenging enough without scammers looking for ways to take advantage of you. Here's a great article on what to watch out for by Career Overview.

10 Common Scams Every Job Seeker Should Know | Career Overview

In a tough job market, it's easy to get desperate. But don't get so hard up that you forget to pay attention to what you're doing. If you're not careful, you could end up falling prey to one of these job search scams. Read on to learn about how these scams work, and how you can avoid them.


The job market is challenging enough without scammers looking for ways to take advantage of you. Here's a great article on what to watch out for by Career Overview.

The Secret to Working with Recruiters that Job Hunters just don’t know about

Recruiters aka headhunters – are starting to call again.  Have you noticed?  Are you ready?  Boomerang Do you know what to do to answer the call so you get picked and considered for their opportunities?

Here's the secret

Show them proof!

Keep an up-to-date deal sheet – instead of a resume – on your PC at work which you can share with recruiters when they call. Your IT department won’t accidentally find it and automatically assume you’re looking for a new job.


Employers care 1st about who you’ve sold – 2nd how much you’ve sold – and 3rd is your rolodex useful to them. While you may not want to have a resume in circulation with contingency recruiters, a deal sheet can only help you.

Now, this advice isn't just for 'sales' types.  Think about what proof you have that you're dong a great job and have it handy when the call comes in. 

20 Best Android Apps for Your Job Search | Career Overview

Even with Twitter, LinkedIn, e-mail, and numerous online job boards, you've got to get out in the field and pay house calls if you want to be competitive in your job search. That's why it's important to stock your Android with plenty of apps that will arm you with enough support to stay productive even when you're away from your computer. Here are 20 of the best to help you in your busy job search.


Guerrilla job hunters know how to use technology to leverage their time for job hunting and this blog posting form Career Overview is a superb overview of the best 20 Best Android Apps for Your Job Search. Go follow the links now.