I have heard anywhere from 70 to 80% of jobs are never publicly posted.

When asked, many small and medium-sized organizations say most of their job vacancies are filled through “word of mouth.” Why then, do so many people only look for posted jobs?

Personally, almost all of my jobs have been acquired by means other than job advertisements. Four of my last five jobs resulted from me figuratively “knocking on doors.” Yet very few people use knocking on doors or “cold calling” when they do a job search. Why is that?

It’s because knocking on doors or making “cold calls” is hard. It takes a great deal of personal fortitude and a knowing willingness to know you will be rejected, albeit usually politely, by most of the organizations you approach.

It works, and most importantly, it isn’t impossible … you just need to plan, to persist, and to push your comfort zone.

HOW TO SUCCEED:  Cold calls in 10 steps 

Make a Plan (get ready)

“Knocking on doors” to seek employment opportunities won’t work without a plan. For an organization to speak to you, you have to be polite, and determined, and most importantly you have to a prospective employer value. Asking permission through every stage of the process is vital, and being respectful is key. Determination and self-reliance are important because you will fail more often than you succeed. Value is the currency that makes cold calling work.

• Although sometimes called “Cold Calls,” they work best when you do them in person.
• Always ask for the person in charge and be polite but determined.
• Be respectful of the employer’s time if necessary and offer to come back at a better time.
• Never ask if an organization is hiring. You want to speak to the manager about possible opportunities.
• Be prepared to come back if necessary or to wait.
• Pick the best time to arrive, avoid the start/finishes of the day and lunchtime.
• Be polite to everyone who helps you and thank them as you leave.
• Prepare and practice how each step will go.
• Prepare questions to ask if the “door” opens for a discussion.
• Have your resume with you.
• Have a notebook and pen.
• Ask for permission to follow up and a business card.

Research the organization before your visit (aim)

Learn and understand each organization you plan on approaching. Look up recent news, and social media accounts; learn about company culture, values, key decision-makers, and what types of opportunities might be available.

Execute (shoot)

Prepare Your Elevator Pitch:  “Cold Calling” doesn’t work if you don’t practice; role-play how to approach, what to say if things go well, what to say if things don’t go well, and do it several times before doing your first approach.

Through your research, understand the job descriptions, requirements, and how your skills align with their possible opportunities. Craft a brief, compelling introduction about yourself, highlighting how your skills and experiences would provide value to them; and why you’re interested in their team.

Be Professional: Speak clearly, be polite, and maintain a positive tone throughout your visit with everyone you speak with.

Listen Actively: Pay attention to their responses and adjust your approach based on the information they provide.

Bring your tools:  Dress appropriately, and have your resume, a cover letter, and any notes about the organization and roles ready for reference.

Some ideas to consider:  

“Hello [Name], thank you for taking a moment to speak with me. My name is [Your Name]. I’m interested in learning about any opportunities your organization might have for a person with my skills and experiences. Do you have a few minutes to speak?”

“Can you tell me more about the team or department that the [specific role] is part of?”

“What qualities do you value most in your people?”

“Are there any current or upcoming job openings that a person with my skillset might be useful?”

Are there specific qualifications or experiences that are highly valued by you?”

“Do you have any advice on how to make my application stand out?”

“Who else might I speak with to learn more about opportunities with your team?”

“Can you recommend someone I should follow up with for further discussion?”

“What’s the best way to stay updated on job openings with your team?”

Define what success will be for you:  Define what you want to achieve with the call—whether it’s to get a referral, schedule an informational interview, or learn more about possible job opportunities.

Be prepared to be asked questions by the employer.

There is no way to know exactly which questions you may be asked, these examples from Google are typical.

What type of position are you applying for?”  A goodresponse: “I’m actually open to exploring any opportunities where my skills and experience could be a good fit. I have experience in ___________________, and I’d love to contribute to your team in any capacity where you could use my strengths.”

“Do you have an appointment?”  A goodresponse: “No, I haven’t scheduled an appointment. I just wanted to drop by and introduce myself. I’m very interested in learning about any potential opportunities you might have available.”

“How did you hear about us?” A goodresponse: “I’ve heard great things about your organization, and I’m aware of your recent projects and growth. I admire your work in _________________, and I’d love to have a conversation about how I can contribute.”

“What makes you stand out from other candidates?” A goodresponse: “I believe my ______________________makes me stand out. For example, I’ve successfully ________________, which I think would benefit your team. I’m also very adaptable and quick to learn.”

“Why are you interested in working here?” A good response: I admire how your team ___________________________________. I think my skills align well with your needs, and I’d love to be a part of your team.”

“What are you looking for in a job?” A good response:  “I’m looking for an opportunity where I can apply my skills. I’m open to a range of opportunities as long as there’s room for growth and development.”

“What is your availability?” A good response:“I’m available immediately or can start within _______. I’m flexible and can adjust my schedule depending on your needs.”

“What kind of salary are you expecting?” A good response: “I’m more focused on finding a role that’s the right fit, both in terms of my skills and the company culture.”

Review and use “Lessons Learned.”

After each “Cold Call,” consciously evaluate:  “What did I do right?” “ What did I do wrong?” and “What would I do differently next time.” 

Do not expect every “cold call” will go well; don’t be discouraged or disappointed; remember every “cold call” will teach you valuable lessons.

Track every “Cold Call.”

Who did you speak to, what is their contact information, did they give you permission to follow up, and what did you learn?; these are all important to track. A “cold call” is not a “one and done” exercise. Following up with a prospective employer is the key to making a “cold call” work. Each time I have used this technique I have had multiple contacts over sometimes several weeks before being offered a job. Send a thank-you email after the cold call, reiterating your interest and summarizing key points discussed.

Repeat as long as it takes.

“Cold Calling” works; but this process must be repeated and repeated with each organization you are interested in learning more about. Never be content with thinking you are going to be offered a job, keep “cold calling” until you have an offer in your hand that you have accepted.

Why does “Cold Calling” Work?

This method of job searching works when you provide value and save an employer’s resources. The conventional method of hiring a new person involves a great deal of time and effort from an employer. A job advertisement must be created, resumes sorted, interviews done, and a job offer prepared, often a wait while someone provides notice to their previous employer transpires, and then, finally, a new person begins. All of this happens while other people have to cover the tasks required by a former employee either leaving, being fired, or because the organization needs another person. Consider, that if you approach an employer early or before that process begins, you will have saved them time, money, and effort because you have the skills, experiences, and attitudes they want.

Using “cold call” techniques to assist with your job search is a method that works, especially when used in conjunction with traditional job searching, both will help you achieve your goals much faster. As mentioned, this technique is difficult and you will be met with many “turndowns;” however, persevere and know that each time you attempt it, you will be better than the previous time.

Good luck,

Paul