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Market Yourself as a Product

How long have you been searching for a new job? Arthrur Gluzman has been hunting for more than a decade; he’s made a career of it.

Arthrur Gluzman

Gluzman, managing partner of Farmington Hills-based Global Consulting, specializes in recruiting for the financial sector, but says his company’s strategy center has evolved to now assist people of all professional backgrounds.

And there seems to be no shortage of clients seeking his company’s services. Gluzman estimates there are now between 30 and 50 qualified candidates available for every open position.

Lest you think Gluzman is overly pessimistic, the most recent report from the Bureau of Labor Statistics noted the Detroit metropolitan area as having the highest jobless rate in the nation, among similar-sized markets, at 15.7 percent. In comparison, the national jobless rate remains closer to 10 percent.

Before you join the ranks of those despondent souls who literally stop looking for work (in which case our regional unemployment rate is really closer to 19 percent), Gluzman says the glint of silver lining is shining bright for those who can tweak convention.

“[If] I showed you all the openings we were working on, it would literally blow your mind,” Gluzman says. “Unemployment would no longer be at the top of your brain. It would be, ‘How come there’s a shortage of people for all these jobs?’”

Gluzman encourages his clients to think of themselves as products and their resumes as product descriptions. If the hiring manager can’t see value in your product, he’s going to continue moving through the stack of applicants — and hello circular file.

One of the most common problems he sees with resumes is a lack of specificity. The next: useless jargon (“performed,” “prepared” and “responsible”). Instead, Gluzman says to be bold and use active verbs like “designed” and “implemented”; words that demonstrate action versus passivity.

Of course, the more detailed you can be, the better you convey precise skills sets. List specific challenges you faced and met, and projects on which you worked. Show you are invaluable because of the results you produced or the amount of production you increased.

Being specific with your job search also is important.

“Most people say, ‘I just want a job, and I don’t care where I go,’” Gluzman says. “That tells me you don’t really have any goals. You don’t really have any vision. It helps tremendously if you have a vision.”

Knowing what you want is only part of the uphill battle; you have to know where to send your resume.

The best place to look, Gluzman says, is LinkedIn — a business-oriented social networking site designed to help people find opportunities and make professional connections.

Once you know the companies for which you’d like to work, Gluzman suggests using LinkedIn to connect with people who work at the company. You can also contact people who have — or previously had — the job you want.

Through these contacts, you can gather information about a company and learn how to get a job there. LinkedIn can also be useful for identifying hiring managers and decision makers to whom you can send your resume directly.

“There are 20 million avenues I can show people to get to the person you are trying to get your information in front of,” Gluzman says. “All of this information [is] online … but if you don’t know how to tap into it, it’s useless.”

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