Ronnie Davidson from The Career Studio shares his top tips for speculative job applications and encourages you to set your sights on the employers you really want to work for...

We have become programmed to think that employers attract job applicants by advertising. However, right now lots of employers are not advertising vacancies and this trend is set to continue. According to data released by The Nielsen Company, the total number of UK job vacancies, advertised both in print and online, has halved during the economic downturn.

However, employers still need good people who can make a difference to the bottom line, achieve best value or deliver competitive advantage. 2010 is the year of the hidden jobs market. You need to get innovative to get an interview.

1. Who do you want to work for?

What if roles were reversed and you tried to attract an employer? My question to you is: “Who do you want to work for?” Traditionally, speculative applications have been the reserve of recent graduates with fifty copies of their new CV or for specialists with expertise in niche areas and industries. In today’s world of work, speculative approaches are about who you want to work for and the job that you want to do.

2. Application Intelligence

Targeted speculative applications rely on what I call 'application intelligence'. This is the knowledge, skill and craft which can open up opportunities and help you get to first base with an employer. Those who try speculative applications usually report extremely low response rates and even fewer success stories. However, the majority don’t do what is needed to get noticed, and give up too easily. Apply in the right way.

3. You are a commodity. Know yourself, know your market and develop your value

If you were in any doubt as to your value, look at the number of recruitment agencies and consultants out there. Not only do they realise the value of people, they profit from it. You are a commodity – your value is in your control. Whatever your educational background, working history, skills, expertise and personal character, your unique mix ensures you have a great deal to offer the right employer. 'Transferable skills' is a phrase you’ll have heard of, but have you applied this to yourself? What sectors might you be able to work in and what jobs might you be able to do? As a Careers Adviser this is where I earn my money. A good Careers Adviser will add value to this process and help you develop your competitive advantage in the labour market.

4. Set your sights

You may already have in mind the people you would like to work for. If you don’t, some research will soon uncover the candidates. Most likely it will be with an employer that matches your career and life ambitions, perhaps taking into account the sector you are passionate about or the area you want live in. Some people just go straight for the ‘Top 100 Companies to Work For’ as published by the Times. Whoever you choose, you need to do your research. I often spend time with clients to help clarify the target and then the approach.

5. Make the right approach

The larger the organisation the more difficult it becomes to make a successful approach. Human resource departments are not well equipped to handle speculative approaches and often just don’t bother responding. That’s not where you want to be. Getting the right person is essential. Find out who is likely to be your line manager and who might be theirs. Get your approach into the hands of a decision maker. If they like what they read, they can act as a powerful sponsor in negotiating your way through the HR jungle. To get the right names and job titles you will have to be smart and get networked but that’s the name of the game.

6. Make an impression

So your approach is in the hands of a decision maker and you have given yourself a chance. You will probably get a few seconds on screen or on paper. You have got to make an impression at this point. An introductory letter and CV won’t be enough. Remember, you are the commodity. What have you got that they need? To present this in the right way you are going to have to know what you’re talking about. Know the business and sell your added value, solve a problem or present an opportunity. If it’s good then be prepared to back it up and be ready for a reply.

7. Follow it up

It’s easy to forget how busy decision makers are. They may have liked what they have seen and not had time to respond. Try and schedule a meeting when you follow up by phone or email. Be flexible; maybe you could do a short pilot project or small piece of consulting, perhaps unpaid, to back up your added value. Take the opportunity to ask the questions you want answers to and learn what you can from the experience. If it leads to a dead end, stick with it and find a new angle.
Applying in the right way to the right person at the right time will get you where you want to be.

Ronnie Davidson is a national Council member of the Institute of Career Guidance , a consultant at The Career Studio and a lecturer in career guidance at Edinburgh Napier University