Will you get Googled?
Knowing what shows when you Google your name is absolutely critical as part of your online reputation management plan. Doing such a thing was absolutely unheard of just 5-10 years ago, but with new modern technology, comes new modern headaches.
As part of your online reputation management plan, you might consider doing a bit of Google advertising to attract more attention to your candidacy and help hide (or at least, overshadow) any digital dirt you might have online.
I realize this sounds a bit strange, especially for the average job seeker.
But, think of this…
The biggest advertisers do it.
Companies trying to attract the right prospects do it.
Even individuals promoting their brands to the world do it.
The use of the most powerful, direct marketing tool available today, Google Adwords, could be the ticket to your career success.
What most people don’t realize is that Google Adwords can be harnessed in a career search to attract the right hiring managers.
One doesn’t have to be some big-wig marketing guru to take advantage of the top spot of the search engines. In fact, anyone with a little know-how can create an eye-catching advertisement that puts you front and center.
Once you learn how easy it is, you’ll be able to repeat this process using a similar method on all the other major search networks, and even social networks that use search algorithms to feed popular content to readers.
10 Steps to Start a New Google Adwords Campaign For a Targeted Job Search
Ready to jump in with your first Google Adwords campaign? Here’s how to get started.
#1 – Register for a free Google account (you’ll need at least one dedicated to Adwords)
Use your first and last name to make it simple. You can use this same email address for receiving inquiries about your advertisement, tracking results, and even setting up Google alerts (that we will cover later).
#2 – Research the top 5 companies you want to target and obtain the name of the key decision-maker, or the head of human resources. Review any current open jobs too.
Why do you need this information? It’s important to know who you are targeting and what their interests are, what kind of jobs the company is actively recruiting for. This information will come in handy when setting up your Google Adwords campaign.
#3 – Head over to Google Adwords and login using your Google account.
You may be prompted to sign up for a Google Adwords account and select your settings if you have never done so before.
#4 – Select ‘Create a new Campaign’. This will be for the search only network.
Your campaign will be based on searches that hiring managers and your targeted people will be making. It’s time to step inside their brains a little more.
#5 – Use the handy Google wizard that will walk you through the creation of your ad.
You will create a short, but effective advertisement by using the suggestions that Google gives you. Use either the name of the person you are trying to get the attention of, the name of the job title, or the name of the company as the main keyword. This tactic works well because it will target the person via email alerts, and when the person logs into Google to conduct a search (pretty clever, huh?).
#6 – Write your ad with a specific call to action on behalf of the targeted person.
Write the advertisement as if you are speaking to the person directly.
Try something like:
“Hello [name of company or person], let me share why I think I am the perfect fit for the [name of job] you are hiring for.”
Or, “thanks for reading this ad! I’m the [job title] you are looking for. Here’s why.”
Be sure to include the link to your online portfolio with a page that greets the person it’s intended for. You can easily do this on a website or blog too. Don’t just use your LinkedIn profile because the person won’t know what you want them to do. Make a clear call to action followed by a request to contact you by phone.
#7– Assign your bid for the Google targeted keywords.
Bid around 10 to 25 cents per click. Using a person’s name means less competition for the keyword and lower costs for your ad.
# 8 – Add some funds to the Google Adwords account to get your ad live.
A good budget to start can be as little as $10 a day for a Google Adwords campaign. Cap it at an amount you can live with, such as $50 per week. This is a great investment and it will get you in front of your targeted person and company.
# 9 – Test your advertisement.
Take the time to go to Google search engine and type in the keywords you use to create your ad. You should see your advertisement appearing in the very top section above all other search engine results. If you don’t, give it an hour and check again. Don’t click on your advertisement otherwise you will use one of your paid clicks.
#10 – Send your resume and cover letter to your targeted company and include a link to your Google ad.
This is a way to show the company that you are not only savvy when it comes to marketing your professional brand, but it also shows them the lengths that you are willing to go to get noticed by their hiring team. Let the hiring person know you are happy to go over your qualifications for the job at their earliest convenience.
More ways to market yourself to hiring companies
Mashable shared some fun and clever ways for job seekers to get the attention they deserve from hiring managers. Read them here:
BONUS TIP: Another great option is to include a YouTube video to introduce yourself to hiring managers when they click on your advertisement.
You can replicate this process over and over again using varying Google Adwords, Facebook Ads, and more. Just keep in mind that you want to do so ethically and professionally. If you need help with writing an effective advertisement to pitch your value to potential hiring companies, certified career coaches and resume writers are the perfect source of expertise. They can help you leverage your credentials and professional brand to get results.