creating hyperlinked and trackable resumes to improve your chances of getting hired

@chewitt | WhatDoesMarketingReallyDo.com

Combating the Hiring Black Hole

Creating a Powerfully Proactive Candidacy with Trackable

Resumes

1

http://www.whatdoesmarketingreallydo.com/index.html?utm_source=Presentations&utm_medium=Footer&utm_campaign=Resume

@chewitt | WhatDoesMarketingReallyDo.com 2Flickr: Ken Lund

Hello? Anyone?

http://www.whatdoesmarketingreallydo.com/index.html?utm_source=Presentations&utm_medium=Footer&utm_campaign=TLC

@chewitt | WhatDoesMarketingReallyDo.com 3Flickr: @boetter

This executive recruiter just clicked

through to your LinkedIn profile. This recent network

connection read the article you sent.

You had a great lunch…but she hasn’t emailed back. However, she has clicked through to your project

example.

You haven’t heard back on a meeting time, but she just

viewed the website of your last employer



What We’re Going To Cover• What Is A Trackable Resume

– And why it is valuable• Creating A Trackable Resume

– In 3 simple steps• From Tracking to Action

– Putting information to use• Questions

4



Who’s Dispensing Advice?A Little About Me• Senior Director, Marketing at Lumension• Over 14 Years in Internet and traditional

marketing• Including over 10 years of

executive/managerial leadership roles• Broad Professional Background:

– Applied leadership experience in Sales, Marketing, and IT

– Background spans Fortune 500 to entrepreneurial enterprises across a wide range of industries

5



A Trackable Resume

What is it and why we should care?

6



Knowing Who’s

Interested

How To Track

Data to Differentiatio

n

Links Make The Difference

7



Knowing Who’s

Interested

How To Track


n

The Concept

8



Knowing Who’s

Interested

How To Track


n

Process Begins With Content• Need to develop ‘linkable’ content

– Websites– Articles– Projects– Documents

• Concept also extends to other communications– Email– Cover letter

9



Knowing Who’s

Interested

How To Track


n

Why Do We Care• Tracking clicks provides valuable

insight– Who is interested

• Where they showed interest• When they showed interest

– ‘No Clicks’ is still valuable• Optimization• Follow up opportunities

– Specific events (e.g. meeting, action, etc.)

10



Knowing Who’s

Interested

How To Track


n

Takeaway | Inventory Clickable Content

11

Personal Content• Profiles – LinkedIn, Plaxo, Industry, etc.• Relevant Material – blog, Twitter,

SlideShare, etc.

Professional Content• Employers’ websites (everyone has this

content)• Other - project websites, news articles, etc.

Reference Content• Personal – articles, features, presentations,

etc.• Topical – news articles, research, etc.



Creating a Trackable Resume

Simple steps, free tools, and tracking

12



How To Track


n

How To Track

Knowing Who’s

Interested

Three Steps to a Tracked Resume

Generate

Shortened URL

Insert Into

Resume

Track Your

Activity

13



How To Track


n

How To Track

Knowing Who’s

Interested

What is a Link Shortner?• Used largely in social media; Twitter/Facebook• Application that ‘shrinks’ a long URL to a

shorter, more post-friendly version:– http://www.linkedin.com/in/chewittBecomes…– http://bit.ly/deGeXE

14


http://www.linkedin.com/in/chewitt

http://bit.ly/deGeXE


How To Track


n

How To Track

Knowing Who’s

Interested

The Collateral Benefit• Shortened URLs also track clicks• We can use this information to track

interest in your candidacy

15



How To Track


n

How To Track

Knowing Who’s

Interested

Once Shortened Insert Into Resume

16



How To Track


n

How To Track

Knowing Who’s

Interested

Let’s Build A Tracked Resume

17



How To Track


n

How To Track

Knowing Who’s

Interested

Takeaway | Create A Shortner Account

18

Basic Information Advanced InformationRecommende

d For:Service Cost

Public Metrics

Customizable Domain

Domain Required

Notes On Usage

bit.ly Free Yes Yes NoMost popular

serviceAnyone

goo.gl Free Yes No NoPopular with Marketers

Anyone (Gmail/Docs

Users Especially)

ShortSwitch.com Free Level No Yes YesPresident Obama

Technically Savvy

Note: complied April 2011; technologies/features/applications may change.


http://bit.ly/

http://goo.gl/

https://www.shortswitch.com/admin/signup/Free


Turning Our Data Into Differentiation

What to do with our newfound information.

19



How To Track


n

Knowing Who’s

Interested

Data to Different-

iation

Diligently Monitor Your Analytics• Measure

– Clicks; individual, bunches– Geographies– Interest by content– Recency

• Observable trends– Previous employer websites during

‘reference checking’ phases

20



How To Track


n

Knowing Who’s

Interested

Data to Different-

iation

Real Time Analytics…• Allows us to react in real time!

21



How To Track


n

Knowing Who’s

Interested

Data to Different-

iation

Clicks To Relevant Follow Up• Measured Interest

– Follow up based on stage of process• Pre-interview• Post-interview• Selection

– Targeted content with tracked links• Articles and research• Related personal examples (e.g. projects)• Industry examples

22



How To Track


n

Knowing Who’s

Interested

Data to Different-

iation

Absence of Clicks Is Still Information• Base action on expectations and

stage of candidacy– Lack of email/Internet response may

lead to other methods of communication• May identify key decision makers,

influencers, etc.

23



How To Track


n

Knowing Who’s

Interested

Data to Different-

iation

Final Note – Public Analytics• Most URL shorteners make your

clicks public information• Usually adding a ‘+’ to the end of

the URL• Does it matter?

– Personal decision

24



Questions?

Resources:Video Tutorials

http://www.WhatDoesMarketingReallyDo.com/free-marketing-tools/creating-a-tracked-resume.html

25


http://www.whatdoesmarketingreallydo.com/free-marketing-tools/creating-a-tracked-resume.html?utm_source=Presentations&utm_medium=Footer&utm_campaign=Resume

creating hyperlinked and trackable resumes to improve your chances of getting hired

Career