Introduction xxv
1 How the Workplace Has Changed 1
Looking for Work Instead of a Job 1
Is that all there is? 1
The rise of the temporary or contingent worker 2
Outsourcing 3
A new relationship 5
The shift to smaller companies 5
A new set of expectations 6
No more entitlements 7
A need to take the broader view 8
Facing reality 8
It’s not all bad 9
Most Employment Opportunities Are Hidden 10
Where are the opportunities? 10
Finding employment opportunities 11
vii
CONTENTS
Why Contracting Makes Sense 13
Myths about contracting 13
What employers are looking for 15
Make It Easy to Get Hired 16
Guess who gets offered the job? 17
Employee referral programs 17
Trying before buying 18
The Need for Self-Promotion 19
Why you have to self-promote 19
Managing your own career 20
Summary 21
A Note About the Quizzes 22
2 What Exactly Do You Have to Offer? 25
What Is Important and Relevant for You? 25
Get some help 26
Be patient with yourself 27
An ongoing process 28
How Career Fit Are You? 28
Defining Your Personal and Career Profile 29
Who are you? 29
What are your values? 31
Education and training 33
Weaknesses 34
Appraising your career 34
Skills 36
Achievements 37
Interests 37
Types of work 38
Your career/life highlights and lowlights 39
Personal life 39
viii How to find work in the 21st century
School/college/university 40
Career 41
Summarizing your career 41
Succeeding as a Contractor 43
Market yourself continually 44
Broaden your vision 45
Hone your communication skills 46
Commit to continuous learning 47
Stay on top of the market 47
Go where the action is 48
Watch your finances 49
Avoid stock options 50
Manage your time effectively 50
Increase your physical/mental fitness 51
Practical benefits of exercise 52
Stay flexible 53
3 How to Market Yourself 57
Sales and Marketing Defined 57
Myths About Selling 57
What makes you different? 59
Preparing for an interview or meeting 59
The marketing metaphor 61
Marketing Tools 61
Advertising 61
Design an advertising plan 62
Who are your potential customers? 62
What value are you offering? 63
How much will you charge? 63
Spread out your funds 63
Build customer loyalty 64
Contents ix
Get publicity 64
Professional and community associations 65
Get others to promote your business 66
Social marketing 67
Direct marketing 67
Blogs 68
Multiply yourself 69
Your communications network 70
Résumés and Marketing Materials 73
Cover letters 73
Marketing letters 73
Résumés 77
Comments on the traditional résumé in Sample 3 78
Comments on the traditional résumé in Sample 4 80
The Twenty-first Century Résumé 80
Sample profiles 83
Brochures 86
Websites 88
Getting Organized 90
Networking Dos and Don’ts 91
I’m uncomfortable doing it 92
Promoters and supporters 93
Network with a purpose in mind 94
Networking tips and pointers 94
Characteristics of successful networkers 96
Looking for Work on the Internet 98
What you need to monitor 99
Electronic résumés 100
Online personas 102
Finding work via social media sites 103
x How to find work in the 21st century
4 Getting Started 107
Payback Time 107
Pre-selling tasks 108
Start your engines 110
Fine-tune your approach 111
Final thoughts 111
Get regular exercise 111
Keep mentally fit 112
Polish your communication skills 112
Continue to grow 112
Take some risks 112
Say no more often 112
Try looking back 113
Be kind to yourself 113
5 Guidelines for Post-Secondary Students 115
Getting Ready 115
Overview 115
Common mistakes by students 116
Essential skills for students 118
You and the Internet 122
Creating a financial plan 123
Action plan 124
Sample marketing letter for grads 127
Sample twenty-first century résumé for grads 129
Sample brochure for grads 129
Sample website for grads 132
6 Career Counselling in Secondary Schools 135
Twenty-first Century Career Counselling 135
The fourth R 136
Work centers 137
Contents xi
Co-op education 138
Building alliances 139
Marketing tools for students 140
Sample marketing letter for students 141
Sample envelope 143
Sample cover letter for students 144
Sample twenty-first century résumé for students 146
Sample brochure for students 148
Sample website for students 148
Things to Think About 151
Official unemployment statistics 153
Secondary and post-secondary education 154
The road ahead 155
7 Managing Your Career 157
Career Management 157
Become career fit 159
Manage your career 159
Sharpen your communication skills 160
Get connected 160
Stay current 161
Expand and cultivate your network 161
Review your finances 161
Take care of yourself 163
Become You Inc. 164
Establish you inc. 164
Loyalty 165
Outsourcing 165
Increase your employability 166
Selling you inc. 166
The foundation 167
Effective selling 167
xii How to find work in the 21st century
Can you help them? 168
Pick your brain 168
Test you 168
Show your stuff 169
Objections 169
Pricing 170
Resilience 170
Appendix 173
Answers to Quiz 1: The Workplace 173
Answers to Quiz 2: You, the Brand 177
Answers to Quiz 3: Networking 179
Quizzes
1. The Workplace 23
2. You, the Brand 72
3. Networking 97
Checklists
1. Preparation 55
2. Marketing 106
Samples
1. Cover Letter 74
2. Marketing Letter 76
3. Traditional Résumé Example 1 79
4. Traditional Résumé Example 2 81
5. Twenty-first Century Résumé 84
6. Brochure 87
7. Website 89
8. Weekly Action Plan 91
9. Electronic Résumé 101
10. Marketing Letter for Grads 128
11. Twenty-first Century Résumé for Grads 130
Contents xiii
12. Brochure for Grads 131
13. Website for Grads 133
14. Marketing Letter for Students 142
15. Envelope 144
16. Cover Letter for Students 145
17. Twenty-first Century Résumé for Students 147
18. Brochure for Students 149
19. Website for Students 150