How to Find Jobs That Don’t Exist
at Companies You’ve Never Heard Of 
by Wendy Alfus Rothman

I f you’ve decided to read this article you probably haven’t been able to land one of the jobs that DO exist. Don’t worry! There are plenty of jobs out there. That’s right — plenty. But they are not being advertised—they aren’t publicly announced. They are undercover. I’m going to help you learn how to find them or actually create them. But first, it’s important to understand why they are undercover in the first place.

1. Companies want to avoid bad press. They do not want to advertise that they’re hiring when they are also letting people go. It hurts their credibility and creates very poor public relations. But the reality is that companies almost always continue to hire even during periods of downsizing. Be enthusiastic about your targets. If you aren’t, it will be very difficult to sustain momentum.

2. They want to minimize spending. Budgets have been slashed, and managers often have to go out on a limb to get someone hired. They don’t want to spend hundred or even thousands of dollars on ads or agency fees.

3. Job requirements keep changing. It is difficult for hiring managers to define positions when the ground keeps moving beneath them. Therefore, they are often gun shy about describing a position in an advertisement when job requirements may be very different tomorrow.

Don’t Look for Jobs. Look for Needs.

Ironically, while jobs have gone underground and positions may “formally” be dormant, the demand for workplace performance has actually increased. With fewer people on the job and continued competitive pressures, companies require help more than ever. So while as a job hunter you may have the mindset of looking for jobs, you would do well to shift your thinking: start looking for needs. Finding needs will get you hired because companies will create ways to bring in the people that can help them meet increased demand. If you can match your skills with a company’s needs, you stand an excellent chance of having a job created just for you—which is historically the way the best jobs happen anyway. It will be easier to do this, by the way, in medium-sized companies—those that may not be on most radar screens. They are not inundated with résumés, yet they have needs and the dollars to invest in key contributors.

How do you find those needs so you can create a job that doesn’t exist? There are a few things you need to know:

1. Know your targets. The Five O’Clock Club Book, Targeting the Job You Want is your roadmap here. And you must be enthusiastic about your targets. If you aren’t, it will be very difficult to sustain momentum through the ups and downs of your search. You select targets that excite you by doing assessment and making sure your targets will take you where you want to go. All of the Five O’Clock Club assessment exercises are found in Part Two of the Targeting book (pages 39 to 81). Give special attention to The Seven Stories Exercise.

2. Know if there are enough opportunities in each of your targets: aim for 200 positions in all of your targets combined! That means you will almost certainly have to include the mid-sized firms that ‘you’ve never heard of’ and are more difficult to find.

3. Know the issues that you can address and the problems you can solve. You must know the greatest needs of your target markets—as well as the needs of each company you contact. What are the most significant challenges? Do you know the relevant jargon, areas of anticipated decline and areas of expected growth?

4. Know how to generate meetings in your targets (this is covered in our books, Building a Great Résumé and Getting Interviews).

5. And of course know how to follow up and turn those meetings into offers (covered in the book Interviewing and Salary Negotiation).

This article addresses questions 2 and 3: making sure your targets are big enough and uncovering the relevant challenges and issues within those targets.

How to Get Lists of Companies and Identify Issues

Through research (which I’m about to step you through) you can identify industries and companies—including mid-sized companies to help you expand your search—and uncover the primary issues. You can do the research fast, and with relatively little pain and inconvenience, using the Internet as your North Star. This article assumes that you have access to the extensive Job-Search Bibliography (it’s in the members-only area at www.fiveoclockclub.com) that includes both online and print resources. It’s an impressive compilation, and there is something here for everyone. If you are not a member of the Club, you can order the bibliography in booklet form by visiting the ‘books’ section of the website.

The Internet is seductive in its ability to lure you off the path!

Keep Your Eye on the Prize: Seven Guiding Questions

However you decide to research, remember that you are looking for lists of companies, people and issues. If you forget your mission, you will get lost. The Internet is seductive in its ability to lure you off the path! Stay focused and disciplined. Bookmark often. And be guided by the following questions:

1. How is the industry organized? Start with the big picture, looking at an entire industry. Then break it down into its components. What part of it are you interested in? For example, within Healthcare you might be interested in Pharmaceuticals, Biotech, Medical Devices, or Hospital Administration.

2. What is the industry profile? Identify what’s going on in the industry or segment that you select. What are the key issues, buzzwords, areas of growth and decline, foreseeable threats and areas of opportunity? What are the industry associations? Associations can be unbelievable sources of information. Take a look at their journals, newsletters, membership lists, and conferences. Pay especial attention to conference topics, presenters, and sponsors.

3. Do you have your company lists and key players identified? Create your lists and narrow your focus. Identify the main players in the industry (companies and people). You will begin to get an idea if there are enough opportunities for you to target. How many companies are there? See if you can figure out where people go when they leave the major companies—this will often help you identify the medium-sized players. Which ones are public and which ones are private?

4. Do you know enough about potential opportunities? Dig deeper into the specific companies you have found in your target. What’s going on in each of them? Do they have a special niche or a unique reputation in the industry? What is their competitive position and/or their key differentiators?

5. Do you know what job you would aim for? Now you can get more specific. What might your job title be in this industry and in the companies you have identified?

6. Who would hire you? Find out the hiring manager’s title and name—or the names and titles of people who are one or two levels above you.

7. What key problems would you be able to solve? Craft your positioning statement to offer evidence and proof of your expertise.

The more people you speak with, the more of an insider you will become in your target industry.

Research as a Networking Tool

The bad news is that you won’t be able to answer all these questions through your online or library research. The good news is that you will be able to take what you learn and ask your contacts to help you find the rest of the answers. That is how you combine secondary research (reading articles, directories, websites, etc) with primary research (talking to people). Armed with all the information from secondary research, it will be easier to get in front of 6 to 10 people on an on-going basis. And it is also how you will have something intelligent to say in your networking meetings—so you don’t sound uninformed or desperate.

Information gleaned by following the seven questions gives you power. Instead of asking about open positions (we already know there aren’t any), show contacts your list of companies and ask their opinion about them. Or find the most recent industry association conferences and ask about the topics and presenters. The more people you speak with, the more of an insider you will become in your target industry. As an industry insider you will have more confidence, more contacts, create more opportunities, and find more jobs that ‘don't exist.’

Finding the most helpful resources is not rocket science, and you’ll be surprised how quickly you will be at the deepest levels of information.

Practical Tips to Save Time and Energy When You Research

1. If you’re planning a trip to the library, check the hours, the off-peak periods for using computers, and anything else that you need to know (e.g., charges for printing, time limitations for terminals). If necessary, ask to make an appointment to review how to access electronic information.

2. When locating resources, always go to the primary source. Call the library first and ask whether the volume or database you want is there. If it is not, perhaps the library has an alternative that would be just as valuable. If it does not, call the publisher for suggestions on how to locate the resource.

3. Use the locating of directories as a networking device. If you can’t find a particular reference book, be creative! Hunting for the book can be a networking technique. For example, if you are looking for a directory of major financial institutions, you can contact people in financial institutions and ask if they have access to the directory. Even if they don’t (or can’t loan it to you), you can still talk about why you need it, which can lead into a discussion about your job search. You have nothing to lose.

4. Don’t just use books and databases in your own industry. If you want to know who the experts are in your field, think about using the Experts Contact Directory. If you want to get a feel for a particular company, try looking it up in the PR News Casebook. Or look up companies in The Corporate Giving Directory—you never know where you might stumble on helpful information.

5. Circulate information. As you are researching, you will come across information that will be of interest to your networking contacts. Make a habit of copying articles and sending them to appreciative people, or email the links. This practice adds the ‘give’ part to the ‘give and take’ relationships you are working to develop.

Judging yourself is toxic and it will deplete the energy you need to move forward.

What Makes a Successful Researcher?

First of all, you have to know how to do it. Maybe you never learned—after all, job search itself is not taught in schools. Master the Job-Search Bibliography and spend a few hours on the Internet, which is very user friendly. Some websites offer free tutorials on how to do research. Finding the most helpful resources is not rocket science, and you’ll be surprised how quickly you will be at the deepest levels of information.

Secondly, you have to have the energy to do it. Some people know how to do research, but they just can’t seem to make it happen. Perhaps the whole process can just seem to be too daunting—and all the negative headlines about the economy and the job market can lead to a ‘what’s the use’ attitude. So what can you do to boost your job-search energy?

1. Commit to Your Targets The Number One energy robber is not being committed to your targets. If your targets don’t mirror who you are, you won’t have much enthusiasm for the search. Assessment is the most commonly skipped phase of job search, and this shortcut usually means you’ll end up paying a heavy price in the long run: it’ll take you longer to find a job you don’t really want! Therefore, study the Targeting book, and work with a Five O’Clock Club coach privately if you need more help.

You’re looking for energy, and ‘energy’ is one of the words used to describe the Five O’Clock Club group experience.

2. Don’t Judge Yourself As long as people haven’t landed a job, they tend to judge themselves harshly: “I don’t have a job yet.” This can be debilitating, and is a set-up for failure and inertia. Instead, judge yourself by how well you are moving through the process. Keep assessing your search by using the Club’s Stages 1, 2 & 3. If you’re doing the right things, you’ll be able to see your progress. When you get stuck, don’t fret. Do more research. Even though this may not look like activity, it is. You will increase your momentum, expand your targets, network intelligently, write good direct contact letters, follow up effectively, and generate more offers. Supplement your online research with face-to-face research—talk to people. Judging yourself is toxic and it will deplete the energy you need to keep moving forward.

3. Find a Positive, Supportive Network Family and friends tend to be very encouraging in the beginning of your search, but quickly run out of patience. They usually don’t understand the job search process and don’t know how to help (you’ll start hearing, ‘You don’t have a job yet?’ or ‘Have you checked the want ads lately?’). Instead find people who can help you stay positive and focused. You’re looking for energy, and ‘energy’ is one of the words most commonly used to describe the Five O’Clock Club group experience. At the Club you’re not allowed to say, “Well, I don’t have a job yet…” Instead you will be around positive people, and will leave each week’s meeting knowing what to do to next. Your job search energy will be renewed.

4. Get Physical People in job search are usually under financial, emotional, and mental pressure. Maintaining energy for the process means taking care of your body: eat right, sleep regularly, and absolutely take the time to exercise, whether that means going to gym or taking long walks.

**Use the Internet for Research in Your Job Search**