How can a blog help you get a job and enhance your career?

June 2, 9:03 AMJob Search ExaminerStephanie Lloyd

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Thanks to Dan Schawbel, author of “Me 2.0,” I recently discovered an article on AJC.com, “Here’s how blogs can work for you” by Laura Raines.

Raines writes, “Blogs are spreading faster than kudzu in the business world. Why? “Because, when done effectively, they are a great marketing, sales and public relations tool for corporations or entrepreneurs,” said Barbara Giamanco, CEO of Talent Builders Inc., which helps professionals attract business and increase sales by using social media strategies and tools.

You know it works when you start getting calls from people you don’t know who want to work with you,” she said. Recently, Giamanco garnered a major corporate client. A friend had referred her, but before calling, he did an online search, and read her LinkedIn profile and her blog, which relates to her core competencies of sales, people development and social media technology. “He liked what I had to say, so before he even met me, I had made an impression as a professional with credibility and integrity,” Giamanco said.”

What Giamanco describes are the fundamentals of relationship-based selling.

These are the same principles you should apply to your job search, and a blog can be a fantastic vehicle to demonstrate your expertise and connect with others in your field. Remember that, according to the U.S. Bureau of Labor Statistics, 70 percent of all jobs are found through networking.

“The technology has made it easier than ever to start a blog, and with search engines preferring content that is relevant and recent, blogs often top the results list of a search. That can be a business advantage—-or not.”

It is important to keep in mind that the same rules apply when using social media tools to build meaningful relationships with people. Nobody likes spam and people aren’t interested in “bots” spewing information at them. It’s the difference between the law of attraction and an obvious sales pitch. Developing credibility takes thought and energy. It’s an investment.

Says Raines, “A blog is not a brochure. “One of the quickest ways to fail is to make it an online sales pitch,” Giamanco said. “Nothing turns people off faster than a ‘slick Willy’ hawking his product or services. You want to have a conversation with people and get them to participate.”

Giamanco goes on to say. “People want to do business with people they know, like and trust, but building that relationship takes time. Don’t expect instant results.”

Michael Kogon, CEO and founder of Definition 6, a leading interactive solutions marketing company, suggests focusing on a subject “that draws from your expertise and is broad enough to interest readers. It should be professional, not your personal musings. No one wants to read your thoughts on the universe, unless you’re Stephen Hawking.”

Raines says that you should be authentic when writing on your blog. “Use your own voice and be real,” Giamanco said. “But always treat others with courtesy and respect. If you wouldn’t say it to someone’s face, don’t say it online.”

Be prepared to make a commitment. Blogging requires time and effort to draw readers in and keep them interested and engaged. Once you get started you’ll need to post at least several times a week.

Kogon suggests following other bloggers relevant to your subject for a few weeks before starting your own. “A good way to start is to be a frequent contributor or commenter on other people’s blogs.”

Need help getting started? Check out Heather Huhman's "Start a blog, establish credibliity."

For more information you can contact Stephanie by email and you can find her on Twitter here and here.