The Expert Factor
Article by Kirsten Dixson, originally published on TheLadders.com.
Like it or not, emerging technology for social networking and job matching is going to impact your career. Employers are increasingly searching for the exact right fit, and they're using this technology to reach out to talent. Paul Copcutt, a Toronto-based recruiter, tells us, "Two years ago they might have settled for 8 or 9 off a list of 12 must-haves, now they are saying they want 10, 11 or even all 12. They know people are not going to stay with them forever, so if they are going to hire someone for a 'limited' amount of time, they want the best."
The ideal situation for every job seeker is that, instead of applying for jobs, employers find you. So, how do you position yourself to be the hunted rather than the hunter? Become known as an expert.Wikipedia.org defines expert as "someone widely recognized as a reliable source of knowledge, technique, or skill whose judgment is accorded authority and status by the public or their peers." An expert typically has amassed experience and/or education in a specialized field, and, in some cases, has met established criteria for expert status.
But, there's also a different kind of "expert". Often, people are perceived as experts because they are thought leaders who've gained visibility in a very narrowly focused area of interest. They stand out because they've invested a great deal of time and energy into steadily marketing their expertise to a very specific target audience.
I am the Master of My DomainI can hear you objecting, "I'm interested in so many things; how can I possibly choose one, narrow area of focus?" It's human nature to keep our options open, but a mild interest in everything often translates into a lack of expertise. When your interests and energies are widely spread, there's a greater chance that you'll be overlooked when there is a need for an expert. And don't worry about limiting yourself! Remember, you can always expand into other areas once you've become widely sought after for your expertise.
To find your area of expertise, survey your colleagues. What subject comes to mind when they think of you? Also, think about the subjects about which you are passionate. What do you talk about at cocktail parties? To what areas of the bookstore do you gravitate? What kind of work would you do even if you weren't paid for it? Who is your ideal target audience and what can you offer them that others cannot?
If you can't eliminate some areas of interest, see how you can creatively combine them to differentiate yourself. What's the umbrella theme that unites the seemingly disparate facets of your career? These intersections and overarching themes are often the basis for your distinctive area of expertise.
Raising Your ProfileOnce you identify your area of expertise, you must become visible to those who can use your knowledge and skills. Since recruiters and hiring managers increasingly turn to the Web to find and research candidates, it's necessary to cultivate an on-brand online identity. Start by Googling your name and assessing what your online identity currently looks like. Is your expertise evidenced by the results?
Here are some ways to control and cultivate your online identity:
Create a Web portfolio and/or blog with your name as the domain name. Check out examples at www.brandego.com/gallery.php
Create public profiles through LinkedIn and/or Ziggs.
Update or initiate your profile at ZoomInfo.com
Write articles for online publications for your niche, including those of relevant professional associations
Review books at Amazon.com related to your area of expertise
Post comments on the blogs of like-minded experts
The PayoffIt pays to go to all the trouble of positioning yourself as an expert. According to Winnie Anderson, a brand strategist in New Jersey, "One of the biggest benefits of being an expert is the control it gives you over your time, your income, your life, etc. Surveys of careerists regularly cite a lack of control in their job as a source of dissatisfaction. When you're an expert, you often have the choice of projects that you find most enjoyable and rewarding."
Added PressureThe biggest caveat of being an expert is the increased pressure to stay on top. A client recently told me that he didn't want to claim that he was an expert because that meant that he wouldn't need to continue to learn. I disagreed. Expertise doesn't necessarily mean mastery. Becoming an expert is easier to handle when you realize that you just need to remain a few steps ahead in your chosen specialty. You can leverage technology to make it easier to monitor information. Subscribe to RSS feeds of industry blogs and set up Google news alerts for your area of expertise.
Of course, you are not going to become an expert overnight. It's a goal you must work toward one step at a time. With a clear vision in mind, you'll be less likely to be sidetracked. As Henry Ford once said, "You can't build a reputation on what you are going to do." Establish yourself as an expert to watch your professional reputation soar.
