Early in March this year, I had blogged about a girl’s job search approach and had termed it job search, version 3.0. If that was 3.0, here’s an another interesting approach that could be well be 4.0.

A former (since he’s on the lookout for a job) ad. agency guy, Manoj Kandhaswamy has made his job search into a campaign of sorts, online! Called ‘My Next Boss’, it is an interesting way to seek contacts and connect with relevant people in an industry that Manoj seems to be interested in.

In a blog post, Manoj explains the idea:

After 4.8 yrs. I am perfectly bundled with learnings from my advertising career and great exposure to mobile marketing and social media. Having realized that I believe that I can be a value-add for any communication outfit where there is a need for brand communication with the consumers, I am open to explore opportunities in advertising, digital communication, brand management etc.

So now: My next boss. Is it you? Or the one you know?

Unlike Ankita Satija (of my job search 3.0 fame!), Manoj has all the goods ready.

  • A prezi link to explain what he learnt in his past jobs. But yes, in slide 3, it is odd that the word ‘successive’ is used in the possible assumption that it means ‘successful’.
  • A detailed blog post about the whole process which has LinkedIn profiles to some of his ex-bosses – an interesting way to dish out referrals, I guess!
  • A resume posted on Scribd
  • Contextual call-outs on Twitter where Manoj seeks help to spread the word around, all collated with a hashtag #mynextboss, which, on last count has reached 34,000+ people via 31 tweets, as per Tweetreach!
  • Manoj’s Twitter profile links to a card.ly URL that holds all his online profiles, including his LinkedIn page and his blog, Paperwork.

mynextbossIf the main issue with Ankita’s approach was the complete lack of any context beyond a big idea – of using Twitter to reach relevant people within organizations where she seems to be interested to work – Manoj’s approach seems more like a 360 degree campaign for a brand. Considering I’ve an email too, from him, this indeed seems like a 360 degree approach, online.

Where it does look odd is the fact that it all seems a bit gimmicky. But again, are such campaigns appropriate only for brands? And, should they not work equally well for individuals seeking an employment?

There is an opinion in India that if you add your profile/CV on job sites (Naukri, Monster, Dice, Jobstreet and the likes), it means you are desperate and hence, good employers/HR managers may not take you seriously. I personally do not subscribe to this opinion – having a profile on a job site isn’t very different from having a Facebook profile or a LinkedIn page these days, even if the intent is specifically different in each case. At least in case of LinkedIn, the content would be exactly similar to the profile on a Monster, for instance.

Also, a profile on a job site is intended to give a person visibility from a professional perspective – on what he/she says is the body of knowledge gained in previous/current roles. How different would that be from…say, a blog of the same person, on a topic related to his/her current/previous roles? The blog would be a showcase of his/her knowledge too, without the explicit call-out that the blog owner is up for a change of job.

Given such blurring lines online between personal and professional profiles/networks, the idea that having your CV on a job site makes you desperate seems outdated. It is all about exposure…contextual exposure at that. If a job site profile, along with your personal blog helps in giving you that exposure, so be it! From this perspective, I suppose Manoj’s campaign approach is a quite a well thought-out and intelligent idea.

A could of other friends with whom I discussed this felt that he may be selling himself too aggressively and hence, seems desperate. I’m not sure about that – I see whatever Manoj is doing within the context of seeking a job in the social media space. What better way to achieve that than by making an online campaign of that search process itself?

Related read: Steve Rubel on The Case for Converging Your Personal/Professional Networks



13 thoughts on “Making an online campaign of your job search process

  1. Hi K, I would say that this is great endorsement of the guy’s work. Considering he in the business of communication, using the very tools & tricks he would use on a client campaign to further his own brand should be seen as but natural. Similar to how we would be mortified at a typo in a writer’s CV, this approach would showcase to his next boss not just his experience and references, but also his understanding of the power and reach of his preferred tools. Here’s wishing Manoj all the best!

    1. Hi Anit,

      Thanks for your comments and appreciation. I always believe that, digital is not about the technology or device or a platform.. but the Digital consumer. Like you said, i will definitely take my experience to my up coming role too! Thank you once again for your appreciation.

  2. Good analysis. Though the guy sounds desperate, discerning employers having a need for his profile would appreciate his creative approach. If he can grab their attention, he can grab their customers’ attention too!

    1. Hi Ketan,

      Thanks for your comments.

      My objective to do this campaign is very simple. Whatever my future role is, i will be suggesting lots of innovative new media solutions to the clients. So i have decided to practice what i believe in.

  3. Ketan: I don’t think his stand sounds desperate…it is an attention-grabbing tool and he plays it rather well.

    Priya: I will keep an eye out!

  4. I hope people like you grow in the industry. Itâ??s very unfortunate that HR in our country has still not waked up to the online world and is happy with its own perception. I have been reading blogs and articles about how one can use social media to demonstrate the skill set and the entire thought process. Whereas itâ??s read as DESPERATE or I should say read too much!
    I think Manoj is smart and knows how to use the online tools not only for his clients advantage but also innovatively for him.

    1. Hi Rahul,

      Thanks for your comment. Rather than the employers, young people are afraid to seek the help of social media for job search because they have a fear of failure! I hope my campaign will at least provide confidence to them and i'm sure there are lot of smart people out there.

    1. Hi Catarina,

      Thanks for your comment. There were some positive developments this week. Once i found my next boss, I will announce it in the way it has to be announced 🙂

  5. Hi Karthik,

    Thanks a lot for your great effort to cover the campaign!

    Thanks to every one who posted comments and appreciated the idea.

    My objective to do this campaign is very simple. Whatever my future role is, i will be suggesting lots of innovative new media solutions to the clients. So i have decided to practice what i believe in.

    Once i found my next boss, I will announce it in the way it has to be announced 🙂

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