Twitter WAS an excellent tool for getting a job the old fashioned way – through word of mouth, networking, and building relationships online. For a few fleeting months, you could go onto Twitter and connect with some really smart people. You could connect with a senior manager, or a drone working the desk at any number of your potential employers of choice. You could build a relationship with a human, and help each other to mutual benefit. It WAS fresh and different. It will now turn into something automated, and dissatisfying.

TwitterJobSearch.com launched very recently. It provides job seekers an easy way to find job opportunities that have been posted to Twitter. That’s not really what it does though. Instead, TwitterJobSearch.com makes it blatantly obvious that there are hundreds of people out there building a mini job-spam empire on Twitter. Clearly, many recruiting firms and job board vendors alike have registered twitter names to game the search engines into believing they are the authority on ChicagoTechjobs, or topjobsinlondon whatever. They load up their twitter accounts with automated feeds from the job board they already have online.

So, riddle me this. How exactly does this make things any better for the job seeker? If TwitterJobSearch.com was aggregating a ton of job related tweets from actual humans working at actual companies and recruitment firms, with actual photo avatars of themselves, THAT would be a great service. Seekers can find plenty of cold, impersonal “job postings” all over the interweb. What they thirst for is the hiring manager at a company who tweets, “We need a marketing mgr to launch a new product for us, RT please”, or the recruiter that says “My client is interviewing for 3 java devs TODAY to build a GPS product by end of Jan, DM me if interested.”

Instead of optimizing FOR all of these automated accounts with “jobs” or “hire” in the Twitter handle, TwitterJobSearch should exclude them on purpose. What do you think?

In the spirit of stashing useful web strategy video in a spot that I can remember it, here’s an excellent video interview by WebProNews with Bruce Clay on the future of SEO and how it will move away from ranking and placement.

Here’s the things I learned.

1. Biased results based on web history: No two people will be able to look at Google results and get exactly the same rankings.
2. Intent based search: The engines will decipher your search words and give you results based on whether you intended to shop or do research. How you design a page for one intent or another would affect its ranking in results
3. Universal Search: Search will dive into video and images better than today. Sites with video, for instance will fare better. Doing SEO will be more than just keyword research and writing techniques. Text-based gateway pages would not be as effective, nor will linkbuilding have as great an effect.

Good stuff.

Hat tip to Cheezhead.

Monster moved their marketing program on to seemingly greener pastures by replacing Joan Blackwood with Ted Gilvar as Chief Global Marketing Officer. I met with Joan recently at the Monster Customer Advisory board, 6 months after I was critical of Monster’s new branding campaign. She and I discussed the circumstances of the campaign and both agreed that the timing was pretty poor. Monster hadn’t upgraded their product in months, so the promises of the campaign were not well delivered by the product. I can only imagine the pressure she was under to launch something new. The quick hook (14 months tenure) further bolsters the volatility of the CMO position, and ought to scare the crap out of anyone looking to move up in the marketing profession.

I know that Monster has some pretty extensive product changes coming down the pipe, so perhaps Mr. Gilvar’s original campaign vision will come to life. I can’t wait until our first meeting.

photo by dospaz

Last week Hudson launched IT Hire Wire, a blog targeted at professional-level IT candidates. For me, it is the culmination of nearly 10 months of work to test a more transparent way of doing business online for Hudson, and an intense bit of learning in my marketing career (check my tweets along the way). Before I get to outlining the project and some of the lessons learned to date, let me first encourage you to visit the blog, read some entries, and leave any comments that you’d like regarding the project. I appreciate any feedback received.

Making the Case for a Recruiting Blog
IT Hire Wire originated through the same strategic process that brought about our Web Video efforts. As I mentioned here,

…our global marketing team convened to discuss new media and the social web phenomena. At the time, recruitment on Second Life and MySpace was grabbing headlines, while YouTube and blogging were creeping into corporate communication strategy. The common themes were transparency, authenticity and audience control of the message.

On a limited budget we agreed to test one or two new media channels to begin to participate in this movement. While not ideal to choose a channel before defining goals, we knew that a certain amount of experimentation would be required to remain competitive.

To shepherd the project, I started by getting more knowledgeable about blogging than I ever had been before. I familiarized myself with the latest tools like WordPress and various social websites like MyBlogLog, Del.icio.us, RSS feeds, Twitter, and Facebook. This resulted in my new personal blog and a blogroll filled with competitive sites that I admire.

With this as a backdrop, I lobbied hard for the blog project when budget season came around. I wanted the help of an agency to make sure we set the cultural groundwork properly within Hudson, and to have enough resources to complete the project on top of an already heavy load.

Enter Cowboy Advertising
In November of 2007, we contracted with Cowboy Advertising to assist with our blog effort. From that time until our launch, the Cowboy team was instrumental in getting our internal group of bloggers aligned with the project mission. Together we chose our IT practice to pilot the program because we felt the target audience was most comfortable with blogs. At the same time our IT recruiters were likely to be the most blog-savvy of our employee population.

Creative Direction
Cowboy helped to facilitate conference calls as we concurrently decided upon a creative and technical direction as well as got our bloggers up to speed on how to write content. We wanted to differentiate the site’s look from the many tech news or gadget blogs out there and, at the same time not take ourselves too seriously. We ended up with a theme that evokes the balance of work, life, and the technical knowledge it takes for a successful IT career.

The Cost of Blog Development
None of the agency-provided services came without cost. While the theory is that you can do a blog for practically free on any public blogging platform in an evening, the reality is that involving an agency cost us significant dollars. I do believe that it bought us excellent creative, and a thought out editorial process that will be crucial to our long-term success.

I’ll provide updates on further development as the project progresses. For now enjoy the blog, and let me know what you think!

Check out more of the Poetic Prophet, m0serious on YouTube. He raps about the nuances of Search Engine Optimization, paid search, and link building and campaign conversion. I actually get more information out of listening to his raps than most “real” webinars. I think it’s because very few words must be chosen to get across big ideas. This is not a skill most public speakers have mastered.

Hat tip to Ann Handley of MarketingProfs.

At least that’s what I take away from Lauren’s latest post in Wired and Hired. When comparing her female candidate interactions with male counterparts, Lauren had this to say.

Unexpectedly, I find men are more difficult to deal with when it comes to the prospect of leaving their “homeland”…I have a male candidate telling me he can’t move because he needs to be around people who understand him and that he can’t go anywhere where he doesn’t have friends.

I’m not actually surprised that this is what she finds as a recruiter. I’ve seen plenty of guys who cling to friends as their source of identity and comfort. Similarly, with wanting to be near your family, hometown, favorite sports team – whatever, men often struggle with leaving the comfort zone to get ahead.

Lauren’s got some harsh words for us more sensitive types. Get a load of this riff:

…I don’t even want to send you to my agencies at this point because I get the feeling you are going to try and make them have cry circles after work where you discuss your feelings. Weird. You should have known when you got into this business that it would require moving at some point. However, don’t call me telling me you really want a job, anywhere, and then when the client is interested start pouting and giving me your stream of consciousness over the phone about all of your insecurities. I do not specialize in breathing exercises and co-dependency management. What I do specialize in is getting you a job that translates to a promotion and more money…

Wow Lauren! When it comes to being a recruiter, if you have to read a guy’s ‘feelings journal’ and get them to leave it on the night stand before an interview, you should do it. Good luck finding candidates that need no counsel when making a job change.

To the male job seeking masses, the tough love should be a point well taken. We are competing against strong candidates who will do whatever it takes to get ahead. So, take off your diapers and stop your whimpering when it comes to moving. If you’ve made the decision to change your life to get a new job, what’s the big deal about changing your location?

Have a look at a nice example of a job ad that reflects very well on the staffing industry. Jim Durbin posted this ad on his blog and tweeted it out to his network.

VP Marketing Role In St Louis

The job ad has the following things that all staffing firm recruiters could do:

1. Admit right up front the relationship between the recruiter and the client. For seekers really naive about recruiters, it might even be good to link to a definition of contingent search.
2. Make a short statement about the company in your own words instead of some marketing boilerplate about ‘startup with IPO potential’. Jim really builds trust that he has a relationship with the client and has internalized it enough to boil it down to a meaningful synopsis for his candidate audience
3. Contrary to conventional wisdom, Jim doesn’t bother with what’s in it for the candidate. He goes right in to ‘What I’m Looking For’. It actually better reflects the fact that recruiters are acting as candidate agents with a responsibility to present the best/right fit for the job. You get the feeling that what he’s looking for isn’t from some internal job description that lists one hundred requirements and ‘desired skills’. He has crafted three profiles from his candidate research that he can effectively sell into the client.

Perhaps if Jim were working for a large staffing firm, or if this weren’t a VP level job, his approach may have been different. Maybe he wouldn’t have had as much knowledge of the client. Had this not been for a marketing job would he have taken the same approach? I’m not sure. It does strike me as a much stronger case for working with a recruiter than the majority of the schlock out there.

I spent last week with my wife and kids, my parents, and my sister’s family in the Bahamas. We stayed at the Viva Wyndham Fortuna Beach near Freeport on Grand Bahama Island. The trip had been in the works for over a year, with Mom and Dad choosing this all-inclusive resort for some good family R&R.

It took me over a day to unplug my brain from work, eased by all the food and drink I could handle. Once I vegged out just a bit it was time for activities. When my brain is free to explore other interests I learn lots of new things. So, here are 10 new things I learned while in the Bahamas

1. Trapeze Tricks
Yep. The flying circus act. Who knows why a resort decides to install a trapeze as an amenity? Perhaps it ranks right after the cucumber facial exfoliation wrinkle reducing treatments and before heated toilet paper. Whatever the case may be, we had a 30′ high apparatus not far from the back porch of our first-floor beach front rooms. We were fixated on watching the pros do it, and joked with Anna that she should try it. We checked the schedule which included kid sessions in the morning and adult sessions in the afternoon. Mike, inexplicably volunteered to take the challenge. I was perfectly happy to chicken out, but I’m just too competitive. So, after he came out alive I decided to do it. Dad is even more competitive than me, so he took to the sky to prevent any ‘skirt’ jokes. Even Mason gave it a try late in the week, because all of his camp buddies got into it.

This was one of those experiences that I was happy to have done once, and just as happy to never do again.

The ladies were glued all week to the high-flying theatrics. Ultimately, they could not let the other smiling guests have all the fun. So Tricia, Mom, Lindsey, and even little Anna built up enough courage to give it a shot. Tricia lived out her tom-boy, tree climbing, monkey swinging childhood. Mom conquered the very same event that her sister as an adult had promised to do at Circus World, but chickened out. Yeah Mom! You beat Aunt Darrell on that one Lindsey’s experience was similar to mine. We were never ones to do the monkey bars, no less swing upside down. Hers was a conquest probably not to be repeated. And Anna…well, she finally got to do what she was begging to do.

2. How to Ride a Tandem Bike
On Thursday, only our second fully sunny day of the trip, Dad came up with the idea to leave the resort property and bike to Port Lucaya where there was some souvenir shopping. When we went to the security desk to check out the bikes I joked with Tricia that we should take out the only tandem bike on the rack. I really wasn’t serious. She spoke right up though and said, “That sounds good”. So, she climbed on the back and we started off toward Port Lucaya with my Dad.

The bike took a lot of getting used to. The two sets of pedals are chained together, and of course her handle bars did no steering at all. When I wanted to slow down she kept pedaling. When she wanted to see something ahead, all she could see was the red t-shirt on my back. After a while though we developed a system. I said “Coast” every time I wanted her feet off the pedals and this let the bike glide. If we were stopped and needed to get started easily, she acted as the “rear engine” getting us underway. The teamwork made the whole experience really fun, and actually far less effort for both of us (just ask my dad). If we ever get a chance to tandem ride again, I’m sure we will.

Kris and Tricia on a double bike in Port Lucaya

I promise, there really are 8 other new things I learned. I’ll talk about them in my next post. In the meantime enjoy my pictures of the trip, or check out Tricia’s vacation recap.

Apparently the future of customer relationships is empowering the rank-and-file to act as a conduit of the brand message within the online socialscape. This is suggested in a Wall Street Journal piece via Scott Monty. If that be the case, and we also agree that the job is less about ‘managing the message’ and more about interacting in the community on behalf of the company, then marketers better get into the education game quickly. We need to become fluent in online community and social media to the point of being able to teach it to the rest of our organizations.

Here’s a case in point. My wife wrote a scathing rant on her blog about an awful experience with our local Sears retailer. She followed up that missile with the typical phone runaround with varying levels of drones and retail managers until the issue was resolved. It is likely that this heated piece of prose will sit in net space for a long period of time, in all of it’s Google-optimized glory just waiting for other outlets to pick it up. Were the marketing team within the Sears hierarchy able to train every employee to use Google Alerts to find these gems, the response could be swift and genuine. We need to train our people to fight the company’s battles on the customers’ turf, out in the open. Those that do so, ultimately are going to win. There is a HUGE opportunity out there for new tools and new roles in teaching every employee to do social-media marketing. The content must shift from ‘What is Facebook, blogs, wikis, etc’ to ‘How to respond to a negative blog post about our company’.

This is an excellent presentation by Jake McKee, a former LEGO employee who currently runs a social media consultancy. He relates the work of interacting with the adult consumer community of LEGO to the tenets of the Cluetrain Manifesto. I was riveted to the content, one because it was about LEGO, and 2 because it touches on so many of the new and challenging principles of marketing that must be grapsed. To me, it is crystal clear that marketing is fast becoming the art of managing the community not controlling the message.

Hat tip to Jeremiah Owyang via Twitter.