As someone who’s on the front-line of helping job seekers gain employment, I see the frustration on their faces. Most are stoic and not outwardly emotional, but I know they’re struggling with a very difficult situation. Some are beyond frustrated; they’re bordering on hopelessness, wondering how they’ll land their next job.
I’ve learned throughout the years that there’s a mindset job seekers need to adopt. They need to believe that, through their mental preparation and subsequent actions, they can positively affect their job search. A critical aspect of their success is practicing the art of persuasion.
Persuasion is often used in the sales arena, but it also applies to folks who are looking for work. Brian Ahearn, one of only 20 Cialdini* certified trainers in the word, often tells audiences, “Getting people to say YES to you is critical to your professional success.”
I agree with Brian’s philosophy and have read many of his articles as well as his book, so I elicited his help to write this article. What’s good for salespeople is good for job seekers, I reason. Today, we’ll take a look at each in the context of your job search.
- Social Proof
- Consistency and Commitment
It’s easier for people to say Yes to those they know and like. That means you need to be likable. Liking starts with presenting a positive demeanor, even if you’re struggling with your job search. But there’s more.
We like people we see as similar to ourselves and those who pay genuine compliments. If you know some of the people you’ll meet during your interviews then do a little research using LinkedIn or Google beforehand. Find out what you have in common and how you might pay them a sincere compliment.
If you can’t do the research before the interview, then be very observant during your interviews so you can connect and compliment. You might not land a job just because someone likes you…but I guarantee you’ll never get a job if they don’t like you.
Reciprocity is that feeling of obligation to give back to someone who’s first given to you. When someone has done something for you, make sure you reciprocate in some way. It might be as simple as a sincere “thank you.”
Not reciprocating will put you in a bad light because it offends the sensibilities when people don’t give back in some way.
As was the case with liking, to be most effective you want to be proactive. Be the giver and the chances of getting what you want—that next job—will go up. This begs the question; how do you give?
Do what you can to help your fellow job seeker with their search. In other words, practice the six tenets of giving, some of which includes sharing information, mentioning a possible lead, providing moral support, among others. This will yield positive results because those people are likely to help you when you need it.
Social proof is key to creating a strong personal online brand, which can be seen by thousands of people. Some job seekers have the misconception that posting updates 10 times a day on LinkedIn is effective social proof. It’s not. Posting fewer quality updates is the ticket.
The person you interview with will also be impressed if they see you have lots of recommendations. Here’s where your prior influence is so important when asking for recommendations. The more they like you (Liking) and the more you’ve done to help them (Reciprocity) the more likely they are to give you a recommendation on LinkedIn.
Social proof is becoming increasingly more important for job seekers, as employers are primarily looking for talent on LinkedIn, Facebook and even Twitter. When I tell job seekers this in my webinars, some of them express looks of concern on their face because they have no social proof.
Consistency and Commitment
Consistency and Commitment is all about the person you’re trying to influence. In your case, it would be the person who is interviewing you and the organization they work for. This principle says people feel better about themselves when your words and deeds match theirs.
Gandhi put it this way, “Happiness is when what you think, what you say and what you do are in harmony.”
The more you understand the person and organization you’re interviewing with the easier it will be to engage this principle. For example, if a core tenant of the organization is learning, your ability to show you’re a life-long learner will make it easier for the interviewer to see you as a cultural fit.
Do some homework so you know the organization’s mission, vision, and values. Next, give thought to how you align with each. Finally, be ready to demonstrate how you’re the right person for the job because your beliefs and experience are in line with all that you’ve discovered.
It’s easier for people to say YES to individuals they see as wise or having expertise. That’s the principle of Authority. This means you have to be viewed as an expert.
Make sure your LinkedIn profile highlights your expertise then be ready to back it up with stories and insights. For example; the best writers, speakers, and curators know what’s trending, and they report on it in a timely manner.
People are more likely to follow the advice of experts when what they’re writing, speaking, or curating is relevant to them. Once again homework is key because it’s essential that you know your audience well. Once you, as a job seeker, become known as an expert or “authority,” what you share will carry more weight.
The less there is of something, the more desirable the object is. This doesn’t only apply to iPhone upgrades when they first hit the market. If you possess a talent, or a skill set, that employers find hard to come by, you will persuade them because you’re a scarce resource. You need to help them realize if they don’t hire you, they’re missing out and might be worse off for the decision.
Don’t worry; this doesn’t mean you have to be a rocket scientist. When it comes to people it’s rare that there’s only one person for the job. There might be combination of things you bring to the table are what make you the most unique candidate. Once you understand that, you need to be ready to talk about your uniqueness in a way that an employer feels they’ll make a big mistake by not hiring you.
I think of job seekers who have the sought after job-related skills, as well as emotional intelligence, as an example of scarcity. If you can persuade employers that you are the full package, your chances of landing a desired job are greater.
Persuasion is not a one-off thing; it involves all six principles. When job seekers visualize each principle, they will be able to master them. One who wants to master Authority, for instance, must put effort into demonstrating through social media their expertise in a topic like digital marketing.
When job seekers use persuasion, they control their destiny. Their situation may seem dire, but it can be turned around. If you’re struggling with unemployment, look at the six principles and see which ones you must improve.
This article was a collaborative effort with a valued LinkedIn connection and friend, Brian Ahearn. Brian teaches Dr. Cialdini’s methodology to salespeople nationally and internationally.
Brian’s book, Influence PEOPLE: Powerful Everyday Opportunities to Persuade that are Lasting and Ethical was named one of the Top 100 Influence Books of All Time by BookAuthority. His second book on Persuasive Selling for Relationship Driven Insurance Agents will be available on Amazon starting January 27th.
In addition to his writing, Brian has recorded the following LinkedIn Learning courses: Persuasive Selling, Advanced Selling: Persuading Different Personality Styles, Persuasive Coaching, Building a Culture of Coaching Though Timely Feedback.
*Robert Cialdini, Ph.D., is the most cited living social psychologist in the world when it comes to the science of influence and persuasion. In his New York Times bestseller, Influence: The Psychology of Persuasion, he lays out six principles of persuasion which are scientifically proven ways to hear YES more often.
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