I’m thrilled to introduce you to today’s guest expert, Dorie Clark, a marketing strategist who teaches at Duke University’s Fuqua School of Business. She is the author of business best-sellers Reinventing You and Stand Out, and she offers readers a free Stand Out Self-Assessment Workbook. Take her up on the offer (after you read this post). — Elaine
How Writing a Book Can Score You a Job
by Dorie Clark
What’s the best way to land your dream job? It certainly isn’t sending in a resume and waiting to hear back. Instead, Miranda Aisling Hynes – whom I profile in my new book Stand Out – used “inbound marketing” to ensure her future employer was dying to talk to her.
She dreamed of a career in arts management. But it’s a crowded and competitive field. For her master’s thesis in community art, instead of writing an ivory tower treatise, she self-published a manifesto on creativity, Don’t Make Art, Just Make Something (published under her middle name, Miranda Aisling). She wanted it to inspire regular people, not just practicing artists or those inside academia. The term “art” is loaded, she’d come to believe; it signified something rarefied that most people couldn’t imagine aspiring to. “But everyone is creative,” she says. “Whether they use that creativity is a different issue, but it’s an innate human skill like curiosity, and your creativity can manifest itself in any number of ways . . . Most people do want to be creative; they just had it squashed out of them at some point.”
She gave a copy of her book to a friend who worked at a local arts center; he passed along the copy to his boss after he’d finished reading it. When Hynes later applied for a job at the organization, the director was extremely enthusiastic, praising it during her interview and again in front of the entire staff when she went in for the second round. “The book definitely opened the door,” she says. She got the job.
She recognizes that self-publishing probably won’t make her rich or famous. “I think you have to have realistic expectations about what you’re going to get out of it,” she says. “It’s an entrance [for other people] to my ideas. I haven’t really made a profit; I’ve pretty much broken even.” But the book landed her the job, and is bringing her closer to her long-term vision of opening a “community art hotel” that connects visitors with local artists. “The more stuff you create—a blog, websites, books—the more articulate you become about your passion and purpose,” she says. “And the more articulate you become, the more people flock to your message.”
It’s about creating a variety of touch points that can draw people in and keep them engaged. Someone discovering her website might order a copy of her book, sign up for her e-newsletter, and perhaps start attending the regular art and music gatherings she hosts. “Instead of building the arts center and hoping the community will come,” she says, “I’m building the community first and hoping they’ll help me make the arts center.”
Writing your own book might seem like an enormous challenge. But you don’t have to dive into your masterpiece right away. Start by listening and learning about the major issues in your field, as you begin to formulate your own point of view. Then, begin to share your thoughts via blogging and social media. Finally, as you’ve built up a following that’s interested in your perspective—and asking for more—you can expand those concepts into a book that encapsulates your philosophy and how you see the world. That will be your calling card to attract like-minded people to you and your ideas, and to help ensure that they spread.
If someone hasn’t worked with you before, hiring you can feel like a significant risk. If it doesn’t work out, they may have wasted months and tens of thousands of dollars. But when someone reads your book – or even just hears about it and recognizes the thought and expertise that went into creating it – it gives them a far deeper understanding of who you are and how you think. That provides an extra level of reassurance that makes it easier for them to say yes to you.
So ask yourself, if a book could serve as a calling card for you, what message would you want it to convey? What does the world need to hear? Set aside an hour on your calendar sometime this week to brainstorm – maybe during a walk over lunch, or as you relax in the evening. As Hynes’ story shows, self-publishing a book may seem an unlikely route to winning your dream job – but because it helps you stand out from the competition, it’s a powerful one.