Last week we looked at creating a contact list and starting to network. Now we’ll look at making a list of companies for which you’d like to work.

When you buy a pair of athletic shoes, do you research the brands, consider where you’ll buy them, and decide on an acceptable price? Or do you go into any store and buy the first pair of shoes you see at any price? If you’re a smart shopper, you’ll plan before you act.

The same attitude of a smart shopper applies to a smart jobseeker. One important step you must take is to research companies for which you’d like to work. I often ask my jobseekers if they have a list of companies they’re researching and if they’re taking action.

Let’s examine the steps you need to take and why it’s important to make your company list.

Google it. As a jobseeker, you understand the necessity of a search engine. First decide what market/s you’d like to pursue. I googled Data Storage in the Boston, Massachusetts, area and came up with 22 companies within a 25 mile radius. EMC, Dell, HP, Genzyme, Iron Mountain, TJX, and other big boys were some of the companies that popped up.

Check your local business journal. The Boston Business Journal is a wealth of information on up-and-coming companies. Large corporations, as well as start-ups, are mentioned in this publication. You’ll read good news along with not so good news. Pay attention to the companies that are showing growth and add them to your list. Your local journal will also have a People Section that will give you insight as to promotions, departures, and, of course, possible hiring opportunities.

Use your network. One of your best resources may be the Mavens who attend networking events and sit in the corner, where they shout out leads to companies that are hiring. From those contacts you’ll learn of other companies that are hiring or in the process of hiring. Your list of bona fide companies will grow longer and longer as time goes on.

Expand your list. Start small and grow your list. Five is a good number to begin with, and continue to grow your list by five every week. While you’re growing your list you’ll spend more time at your computer researching your companies. Of course you’ll check out the career section of each company, but some of your most valuable information will come from press releases, annual reports, stock news, etc.

Why is creating your list and researching companies important?

You’re being proactive and penetrating the hidden job market. Instead of spending countless hours on the Internet searching for advertised positions, you’re taking steps to penetrate the hidden job market. Experts assert that 80% of all jobs are hidden, so identifying companies that are showing growth will confirm that they’ll be hiring in the near future. And who will they want to hire? That’s right, the people who work there or referrals from the people who work there. Trust is a powerful thing.

You’re on your way to being known by your targeted companies. At this point you’re an unknown, a stranger coming off the street. Making connections at your companies won’t be easy (certainly not as easy as blasting off hundreds of cookie-cutter résumés) but the rewards will be great and you’ll benefit from the connections you’ve made for the rest of your career. You’ll become a known commodity.

You’ll be seen as someone who takes initiative. Does a smile spread across your face when the neighborhood kid comes to your door asking if he can shovel your driveway? He’s showing initiative. Your initiative will come in the form of knocking on companies’ doors, just like the neighborhood kid. You may be the extraverted type who will call companies and ask for an informational meeting, or you may be more introverted and prefer writing approach letters, professional profile sheets, and sending them to hiring authorities.

Next Friday we’ll look at knocking at companies’ doors using an approach letter.