By Markey Read

Sales and marketing strategist know that when you (the consumer) see or hear a company or product name seven times, you (the consumer) will remember the name. And the theory follows that since we buy what is familiar to us, the more familiar the name (translation: the more times we have heard or seen it), the more likely we are to buy the product.

If we buy what is familiar, it makes sense that we also hire what is familiar. So, if you (the job candidate) are the product that wants to be purchased (hired), you must make yourself familiar to the hiring agent. Most individuals, however, do not have the budget or desire to develop flashy advertising campaigns and most human resource professionals do not take kindly to continually obnoxious candidates who want to “get friendly.”

This leaves the job seeker in a predicament: how do I become familiar enough with the hiring agent without being obnoxious?

First & foremost, be clear about your skills, resources, and experience that you bring to a potential employer. Don’t expect a human resources manager to figure out on her own that you are a great candidate. Human resource managers see too many resumes for their own good and do not have a lot of extra time to help you figure out your career path.

This does not mean that you have to know what position you are applying for or exactly what the company’s needs are before making your first contact. It does mean, however, that you should be able to articulate your great qualities and identify bridges between your skills and the company’s needs. Developing the ability to clearly articulate yourself may require some professional assistance.

Secondly, do your research on companies that interest you before you try to “get friendly” with human resources so that your interest is genuine and informed. Use secondary research methods to determine if this company is even a flavor that you would like to try. Talk to friends, family, and associates about the company to identify possible internal contacts.

You can talk to employees at any level, not just those in a position to hire, to determine your interest. Hint: the more people you talk to about a particular company, the more informed your decision to formally approach the company will be and the more avenues you will have identified for your relationship with the company.

So now that you have developed your ability to articulate yourself and determined that a company is one you truly wish to join, obtain a referral into the human resources department or to a hiring manager from your now developed network of friends and associates. When you have a live referral, you are more likely to be more warmly received by the hiring agent. Be sure you know to what degree your referral knows your referee. And never assume that the person inside your target company will immediately recall your “friend.” Help everyone by stating clearly who referred you, what the association is, and why you were referred.

Once you have made live contact inside the company your job is to help them be familiar with your name and qualifications. Remember the name of the game is seven exposures without appearing pushy or obnoxious.

Be creative! Look for reasons to have contact that are authentic and purposeful. 1) Send your resume; 2) then call to follow-up and leave a message; 3) call again and speak with your contact; 4) arrange a time to meet; 5) drop a thank you card in the mail; 6) bump into each other on Church Street; 7) send your contact an article that relates to something you discussed; 8) ask a mutual friend to call on your behalf; 9) use your imagination; 10) etc.; 11) etc.; 12) etc.

I call this the Seven Hurdles of Familiarity. Each contact you have with the company equals jumping over a hurdle. Sometimes you will trip over the hurdle, sometimes you will glide gracefully over it, and still other times your toe will catch the top edge and rock it. Don’t let your mistakes stop you from running in the race. Keep moving, learn from your mistakes and focus on the next hurdle. With practice and focus you will soon be flying over more hurdles than toppling them.

A very important point to remember: If at any time you realize you are running in the wrong race (i.e. you are not really interested in a position with the company) gracefully bow out and thank your contact for her time.

This process will not guarantee you a position inside each company with which you have seven contacts, but it will allow both you and the potential employer a chance to get aquatinted and make a better informed choice on the next appropriate action.

Good luck!