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Business Information Review Copyright © The Author(s), 2009. Reprints andpermissions: http://www.sagepub.co.uk/journalsPermissions.nav, Vol 26(4): 288–292[DOI: 10.1177/0266382109349612]

Creative career developmentAn entrepreneur’s guide

Keri GrayWeekes Gray Recruitment

‘Get support if you need it. You don’t need to struggle on your own.’

Abstract

As a small business owner specializing in recruitment, I am often asked foradvice about securing work or developing a career in the current marketplace.In this article I look at business approaches I have adopted for developing myown company that can be used when conducting a job search. Whether you area new graduate looking for your first professional role, are facing a redund-ancy situation or looking to develop in your current role the current economicclimate should be treated as an opportunity to grow. Some of the best businessventures have been born out of a recession. Likewise developing or changingcareer now can leave you in a stronger position and ready to take opportunitieswhen the market place recovers. Start to take a more entrepreneurial approachto developing your career and opportunities can and will present themselves.

Keywords: coaching, credit crunch, CV and interview advice, entrepreneur,mind mapping, social networking

Introduction

Having taken the leap to set up my own company a little over two years agoI am often asked if our industry professionals should take a more entre-preneurial approach, either in developing their existing roles or in assisting tomove into new sectors or roles.

The answer is a resounding ‘Yes’!

Moving into my third year of trading is an exciting and challenging time.We are surviving the current downturn but I am also aware of needing tostride ahead to push the company forward and to continue to evolve and makethe most of the opportunities that come our way.

As a small company I am also aware that I cannot do everything on my ownand at times need help in motivating and re-energizing myself and my creativity

With over 14 years recruitment experi-ence Keri has been recruiting to theknowledge and information market forthe past 10 years and has successfullyassisted over 1000 candidates to securework from Assistant to Director levelin both the public and private sectors.A Managing Partner in Weekes GrayRecruitment she launched the companyin April 2007. A well respected profes-sional in her field, Keri is an activemember of a number of knowledge, in-formation and records managementnetworking groups, both in the Northof England and London and regularlyfacilitates industry workshops anddiscussion groups. Outside work sheis a qualified stress managementcoach, massage therapist and qualifiedyoga instructor having spent time inCalifornia living in an ashram environ-ment and currently teaches adults anda lively class of two- to seven-year olds.email: keri@weekesgray.com

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by either enlisting the help of professional businessadvisors, or adopting and putting into place morestructured business processes. I am a great advocateof coaching techniques as well as Neuro LinguisticProgramming (NLP) and self-development and all ofthese techniques can be adapted just as easily forindividuals developing their careers, as they can forbusinesses looking to develop.

Get support if you need it. You do not need to struggleon your own. Seek advice and support by enlisting thehelp of an employment agency. Work with a life coach.Take a workshop on interview techniques or search theweb for free advice on personal and career development.

The current economic climate should be treated asan opportunity to grow. Some of the best businessventures have been born out of a recession. Likewisedeveloping or changing career now can leave you in astronger position and ready to take opportunities whenthe market place recovers.

So start to take a more entrepreneurial approach tofinding work. In good economic times or bad, when en-gaged in looking for your ideal role you are marketinga product, and that product is you. Maybe surprisingly,despite the slowdown there are still corporate rolesavailable, however you need to make sure that youstand out from the crowd. As in business you do notneed to reinvent the wheel. Just work at making yourown application better than the competition ratherthan different. The best businesses come from improv-ing on something that already exists.

Surround yourself with positive people. Listen to andtake on board constructive advice and do not allow your-self to become influenced by other people’s negativity,be they family, friends or colleagues.

Your personal business plan

Starting out in business requires a sound businessplan, which will often require conducting a SWOT(Strengths, Weaknesses, Opportunities, Threats) ana-lysis and identifying your key audience or targetmarket. Similarly take a business minded approach tojob searching. In more buoyant times it may be OKto take a ‘scatter gun’ approach to sending out applica-tions to different industry sectors, or for different jobroles, however at the moment it is crucial that you knowexactly which marketplace you are looking to move into,at which level and into which role.

So take time to plan your strategy. Analyse thecurrent marketplace. Set your career objectives. Putinto place steps to achieve these and set yourself atimeframe.

Asses your core strengths and qualities that will setyou apart from the competition and next strategizemethods to market these qualities in your CV or coverletter or at interview stage.

Draw on your strengths and be honest about yourweaknesses. If there are areas that you need to developlook into taking courses to enable developing thoseskills or join specific industry networking groups whereyou can share experiences and learn from other pro-fessionals who may already be working in the sort ofrole you are looking for.

Having recently attended a seminar for recruitmentcompanies on the topic of surviving the credit crunch,we have started to include personal candidate andclient referrals in all of our print based marketing lit-erature, adverts and at the bottom of our emails. Mosthiring organizations do not request written referencesuntil job offer stage, so stay a step ahead, show yourinitiative and include at least one letter of reference atapplication stage. Stay targeted and look for relevantreferees who have expertise or knowledge related tothe role or organization you are applying to.

Become your own coach

Coaching focuses on the present and the future; ‘whereare we now?’ and ‘where do we want to go?’

Work towards developing your own strategies,motivations and focus to move towards a new industryor career. Of course giving advice is easier than takingit. Remember nobody is perfect but we all need to startsomewhere.

So if you are feeling stuck in a rut and cannot see away out, make a list of all the jobs, careers or organ-izations you would pursue if you did not have anyrestrictions. Write all of your ideas down and makesure you give yourself creative license – the longer thelist the better. If you are struggling to come up withideas turn it on its head. What do you not want, whatdo you not enjoy? We are all inspired and motivated bydifferent things in our careers. Visualize what yourperfect job is and build this around your other prioritiessuch as home and family life.

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You have to be able to commit a large portion of timeto get a business up and running and coaching is alsoled entirely by you as an individual and it does takeself-discipline to commit to achieving your goals.Stay organized and commit to writing everything downas this will assist in the process. Do not becomeoverwhelmed. Commit to one or two tasks only if needbe to get you started.

We have probably all got a business idea inside us,but the main thing separating the entrepreneurs wholaunch companies and those who never do is that theysucceeded in actually getting started. The old cliché istrue that every business in the world started small.YouTube was started by two friends in a room above apizza shop and is now worth over £1bn. Apparentlythe broadband connection they initially had in theYouTube office was so slow it took them forever to watchtheir own site.

‘In the long run you hit only what you aim at. Therefore,though you should fall immediately you had better aimfor something high.’ Henry David Thoreau

Little can become big so start small. Starting smallshould not stop you from thinking big for the long term.Set your end goals high and then break up the processesof your job search into smaller more manageable tasks.

Mind mapping

Mind maps have been used for centuries in learning,brainstorming and problem solving by educators,engineers, psychologists and others. They are used togenerate, visualize, structure and classify ideas andcan act as an aid in study and for organizations in prob-lem solving, decision-making and writing. Mind mapsencourage a brainstorming approach to planning andorganizational tasks. They take a diagrammatical formto represent words, ideas or other items linked arounda central keyword or theme.

They are often created around a single word or textplaced in the centre, to which associated ideas, wordsor concepts are added and branch away from the mainkey word.

The ‘laws of mind mapping’ were originally devisedby Tony Buzan when he codified the use of imagery,colour and association and coined the phrase ‘MindMapping’. In business mind maps could be used inadvance of planning a client visit or pitch, this sameconcept can be used effectively by candidates in jobsearching, for example preparing for an interview:

‘Interview’ would be the central idea or theme andfrom this a series of branches would form in the dia-gram and could include the key words ‘Travel’, ‘CompanyStructure’, ‘Job Role’, ‘Competencies’, ‘Questions’, etc.

Mind maps are usually drawn freehand althoughthere are a number of free software packages also avail-able online. To create a mind map:

• Take a large piece of blank paper

• Arrange in landscape orientation

• Start in the centre

• Devise a central image or key word representing thegoal or idea about which you are thinking

• Branch off from this central theme with other key-words and using different colours to highlightseparate branches

• Let the map create its own shape

• As these themes evolve around your main goal printthe words in capitals or again use images

• Use lines to connect out like the branches of a tree

• Add a second train of thought again branching out

• Continue in this style with a 3rd or 4th level of thought.

Marketing

Your CV will most often be your print based marketingtool remember when creating your CV:

• Use good quality paper 2–3 pages, maximum

• Be consistent in your presentation (headings, typeface,etc). Verdana or Arial look up to date and professional

• Start out with your name, address and preferredcontact details

• Open with your educational background, includedates, university and course title, modules and dis-sertation title for more recent graduates

• Don’t forget to include an Information Technology (IT)Skills section. Divide this into generic IT, MicroSoftOffice applications, online databases and search

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tools, knowledge management (KM) and web toolsand software and library management systems

• Follow with career history, starting in each case withthe most recent role and working backwards

• Include examples of your current duties/responsi-bilities, your involvement and achievements

• If you have had a number of positions, considersimply listing them and including a section sum-marising your experience as a whole

• Keep paragraphs short and subject specific

• Use bullet points and indents to highlight key points

• Include some personal interests but keep these to amaximum of one or two lines.

Networking and moresocial networking

This takes time for any business but most of our re-ferrals have come from targeted networking. I am amember of a number of industry network meetings andthese have proved useful in helping to develop our clientbase. Make the most of any memberships you alreadyhave, or think about joining a new group as a way tomake new contacts and to stay current in your ownfield. Finding a great opportunity can very often bedown to who you know, rather than what you know, sodo not be shy about using your own contacts.

Think about starting a blog related to the sector youwould like to work in, it is a great way to make sureyou keep up with your industry trends, and gives youan opportunity to put your ideas out there. Not enoughtime? Then post regular comments on other people’sindustry blogs and develop your own community oflike-minded professionals in the blogosphere.

Try networking outside the box and use social net-working sites such as Facebook and LinkedIn, andmicro-blogging tools like Twitter. Personally I am a bigfan of Second Life. As well as giving real time lectures‘in world’, I am also involved in visiting a number ofthe UK based library schools to lecture on Second Lifeand the information industry. A number of the topname consultancies and law firms have developed dedi-cated ‘sims’ for their virtual offices and are taking a

futurist approach to advertising vacancies along withconducting recruitment campaigns virtually.

However, a word of caution, be extremely mindful ofwhat you are posting online. Many employers do checkFacebook profiles before hiring candidates so beconscious of the online profile you are creating.

It’s all in the mind ...

It is essential to bear in mind how important yourenergy is. Yes it is incredibly difficult if you find yourselfin a redundancy situation or are becoming frustratedwith the job application process, but do not forget thatwe create our own state of mind. As difficult as thingsmay first appear in the short term, strive to live in themoment and keep moving forwards.

No matter how tough an interview may be, or howmany times you have been rejected all you can do iskeep trying. In business it is essential to pick yourselfup and dust yourself down and start all over again.

Make a positive from a negative and turn the processinto a learning experience. All successful organizationsregularly review and refine the services they provideto their clients by monitoring their progress and imple-menting improvements.

As an individual you can also use these processes. Ifyou have been unsuccessful at interview stage do notbe afraid to request feedback from the interview panelor Human Resources department and use this infor-mation constructively in your next interview situation.

Businesses introduce incentive schemes to encouragerepeat business or to increase future sales with existingclients, and on a personal level candidates can leave alasting positive impression with an organizationfollowing an interview. Be old fashioned and send aletter ideally, or an email to the organization thankingthem for taking the time to meet with you and expres-sing interest in any future opportunities they may have.You may not be successful first time around but youwill be remembered in the future if other similar rolesdo become available.

High achievers in business practice in advance ofclient pitches and business meetings, so ensure thatyou practice for future interviews. If you have beennervous or felt you could do better, take the time im-mediately following the interview to make a note of thesort of questions you have been asked and write down

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the ideal responses. If you struggled over any areasin particular, think about how you would tackle themdifferently next time around. Enlist the help of a familymember or friend and set up a roleplay situation orinvest in professional interview coaching.

Image – dress for where youwant to be not where you

currently are

Pay attention to the small details including your imagefor interviews. In many cases it really does make adifference how you dress for an interview, particularlyif you are looking for work in the corporate sector. Yesmany organizations have now thankfully moved awayfrom the power dressing 1980s, however it does makesense to dress smartly for interview, regardless of thedress code at the organization. If in doubt it is best toerr on the side of conservatism. As a small company,when we are office bound, we do have a dress downpolicy, however this does not apply when we are attend-ing client meetings, exhibitions or networking events,be they public or private sector.

As a new employer it is essential that my own stafflook smart and presentable, as they work in clientfacing roles and are ambassadors for my organization.It is better to be overdressed than underdressed, andfor anybody who knows me well this could be my ownpersonal mantra.

The first impression you make on a potential em-ployer is the most important one. The first judgmentan interviewer makes is going to be based on how youlook and what you are wearing, even if the work envir-onment is casual. Dressing appropriately supports yourimage as a business person, somebody who takes theinterview process seriously and understands the na-ture of the industry in which you are trying to becomeemployed.

Be flexible in your attitude

Remember this is a two way process and some degreeof flexibility can and may be required to land yourperfect role. Consider opportunities you might notordinarily in a more buoyant job market: a new location,a sideways move, or a slightly longer commute.

Likewise often the key to obtaining an interview isbeing able to fit into the interviewer’s schedule as well.Make organizations aware that you are willing to meetthem outside normal office hours. Be the applicantwho can attend an interview at short notice. Youravailability can help you be the candidate who getsthe job offer.

Take a ‘mini-break’from job hunting

Whether you are a new graduate looking for your firstprofessional post or have recently been made redund-ant, we all need time out to take stock. If you are unableto escape to a desert island, make sure you find otherways to take a break from filling in application formsand firing off CVs and reward yourself. It does not needto be expensive.

Make time early in the morning or during a lunchbreak and go for a stroll. Or take a yoga or tai chi classand turn off your computer or telephone for at least anhour or two a day. Do not isolate yourself, particularlyif you are going through the transition of having beenmade redundant to actively seeking a new role. Connectwith others through local support groups or online. Useyour relaxation time to read a career or personal devel-opment book or website, or sign up to have a daily in-spirational quote sent to your inbox. Avoid negativityand take a break from the news or media focusing onthe credit crunch.

This quiet time will help you to feel more focusedwhen it is time to return to your job search. Above allstay focused and confident, opportunities can and willpresent themselves and with that in mind I wish youevery success with your next career move.

References

Buzan, Tony Mindmapping, www.buzanworld.com

Facebook, www.facebook.com

LinkedIn, www.linkedin.com

Microsoft Office, http://office.microsoft.com

Second Life, http://secondlife.com

Twitter, http://twitter.com

YouTube, www.youtube.com