Latest / Content, Briefly / A new job? In 5 weeks? In this economy?!
Transcript
- 0:00I would not wanna try to be looking for a job right now. I just, I don't think I have it in me, to be honest. Okay, that's the social clip. [laughs] Alex here. This episode is brought to you by our friends at Metricool.
- 0:14I'll be honest about my relationship with social media. I don't love using it personally. Unfortunately, social media is an absolute essential for work.
- 0:22Significant amount of Superpath's growth traces back to LinkedIn, but it's the single most distracting part of my week.
- 0:28I sit down to write, I open LinkedIn to schedule one post, and 40 minutes later I'm reading a thread about something that has nothing to do with Superpath or content marketing.
- 0:35The other thing that bugs me is that it never closes. There's always one more comment sitting there, one more thing to queue up before tomorrow morning.
- 0:42Metricool surveyed people who do this professionally, like me, and more than half said they feel as overwhelmed as I do.
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- 1:01It tells me the best time to post based on my own account data rather than generic benchmarking. And the reporting sits right there so I know what actually worked from last month.
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- 1:18Start free or get 30 days of any premium plan with our Superpath code. The link and that code are in the show notes. Enjoy the episode. This summer, Ruth found herself in the midst of a job search.
- 1:29In just five weeks she landed a new role. In any environment, that's impressive, but particularly in this job market.
- 1:34Ruth agreed to let the gang, that'd be me, Chloe, and Rachel today, put her on the hot seat to ask her how she did it.
- 1:40While no job search is the same, there are some interesting takeaways for anyone who finds themselves looking for their next thing right now. Hope you enjoy the episode. Ruth, you got a job. Tell us about it.
- 1:51It's been five weeks, right, since, since you were laid off, and you've already got a new job. And I've already got a new job. Yay. It's been really fun. I am really excited, and yeah, it was rough.
- 2:02It was rough out there. It was not fun. [laughs] But I made it through, and that's all that matters. Give us the, uh, the high level of what the, the process was like. Can you give us, uh, just, like, the numbers?
- 2:15Summary, I... And this is gonna probably surprise a lot of people, but I think I submitted 30 applications. I had two or three recruiters reach out to me, and I didn't hear back from about half of those.
- 2:31I interviewed with, like, five, and I got rejected by 10. The only jobs that I actually made it to the end for were the ones that the recruiters reached out to me to. Interesting.
- 2:42It was, it was really interesting 'cause I spent those five weeks agonizing over all of these submissions, when in the end I should've just been focused on those relationships with the recruiters that I was speaking with.
- 2:53I am now the director of marketing at AnswerRocket, which is a boutique AI consulting firm based in Atlanta, and we do AI solution building for a variety of industries. So happy to talk about that. [laughs] Is it remote?
- 3:10It is remote, yeah. I am based in Salt Lake City, so I get to stay here. Nice.
- 3:15Okay, so you had a five-week process and you got a remote job, so that's basically, like, the dream for everybody that's in the job search right now. That's also a high level of activity, though, for five weeks.
- 3:25Like, how much did you sleep? Yeah, that's six applications a week. You know, I didn't sleep much, mostly due to the stress of having lost the job. [laughs] Mm-hmm, mm-hmm. Been there. Yeah, no.
- 3:36I, I was told the week prior, like on a Thursday, that my last day was going to be the next Monday. So my official layoff date was June 15th.
- 3:49With that layoff date, I, I took the weekend to process and kinda make a plan of, okay, I'm going to post on LinkedIn on Monday. And over the weekend I kinda just texted everybody that I knew.
- 4:01And it came as a shock to everybody because I'm the kind of person who loves my job. Mm. No matter where I go, I love my job.
- 4:09So I spent the weekend just kinda, like, dropping little crumbs, past managers, past colleagues, past coworkers. I made my post, and that post kind of blew up.
- 4:21I think I got over, like, 10,000 impressions on it, and it's still getting reactions to this day. And from that post, I think that's how the recruiter found me. I was gonna ask, yeah.
- 4:30The recruiter who found me didn't reach out to me until the 23rd, which is, like, a w- a solid week later.
- 4:35At that point, I had already been dropping applications, probably optimizing l- my LinkedIn profile for the third or fourth time, really figuring out what my headline should be, what I'm trying to market myself as.
- 4:49I have spent the last five years kind of being a generalist, so I could kind of silo myself anywhere. Now as a director of marketing, I am going to be a content-forward director of marketing.
- 4:59With that in mind, kind of, it was kind of hard trying to figure out what to apply for in the five-week journey, but I knew that I wanted to stay in the AI world, so when AnswerRocket found me I was like, "This is perfect."
- 5:12Did you feel like the 30 applications that you put in without the recruiter was wasted effort, or were you making progress on those as well? I don't think it was wasted effort. I was making progress on them.
- 5:24I did get a lot of, like, emails back, but at that point I was in the second and third round with the recruiters I was speaking to. It was also good practice, honestly.
- 5:34One thing that sucked was that I tailored my resume, you guys. I'm not kidding, I think I made a custom resume for each of those 30 jobs that I applied to. Wow.
- 5:44I'm sorry, I think that's so overrated, even though everyone tells you to do that. [laughs] No, and it wasn't because I wanted to. It was be- I wasn't doing it for fun.
- 5:53I wasn't doing it because it was, like, best practices. I was literally doing it because the way that I could write my experience for the different jobs I was applying to. Do I wanna be a senior PMM?
- 6:05Do I wanna go be a director of content? Do I wanna be a director of marketing? I ran a global events program. I've done product marketing. I ran a content program for three years.
- 6:16How do I position that for each of those three different roles? Because everybody is defining a PMM and a content manager so differently these days. For sure.
- 6:24And if you don't freaking do something to your resume to get past the ATS, you're not getting past that ATS.
- 6:31It sounds like you went on, like, an accelerated period of self-discovery, which I feel like happens when you're job searching. I obviously recently went through this myself twice, which was super fun. Note the sarcasm.
- 6:45And I kind of went through that journey as well, where I interviewed for, like, a VP of marketing job at a really small startup, and I was leading with brand, I was leading with content, and I was like, "This could be really interesting."
- 7:01The only, you know, director or VP jobs that appealed to me were the ones that were more focused on the content-heavy portion.
- 7:09Because I had, like, a conversation with one of my peers, and she basically said, "As the person that's in charge of everything, know your strengths and surround yourself with the people or tools that fill in the gaps."
- 7:21Mm-hmm. And that really helped reframe me from being like, "Oh, I could never do that," to being like, "Oh, okay. It's about finding, like, the right fit."
- 7:29So I went from generalist marketing leader to also looking at PMM jobs to also being like, well, obviously, my sweet spot is content.
- 7:38I think as time went on, I just started getting, like, narrower and narrower in my search.
- 7:43But I started the exact same way that you did, which was like, "Well, technically I could do all of this, so why not apply for all of this?" [laughs] I think I, I started like that at the beginning.
- 7:53I kinda was, like, looking for everything, but I had a narrow search of the types of companies that I wanted to apply for. Mm. I knew that I wanted to stay in the AI world.
- 8:05I used to market a weather/climate type of solution. Unfortunately, that industry is very, very small. What's adjacent? Space.
- 8:13Space is so hard to get into, and they also want you on site in California, Texas, or Florida. So what's next? Tech. B2B SAS. AI. What about an AI company that is serving all of it? Bingo.
- 8:26That's kinda, like, where I ended up looking. And everything that I built for my job search, because it was so quick, I actually [laughs] have recruiters reaching out now. [gasps] But it takes time.
- 8:38I do wanna, like, emphasize that this was really fast. And Chloe, to your point of, like, not having to customize your resume, I would also counter that in this job market, I think you have to.
- 8:53Because the companies that are looking for marketers genuinely want people who have marketed to that industry before. Mm-hmm. Mm-hmm. I got recruited by a company because they wanted somebody who had marketed to HVAC.
- 9:09I used to work for an energy efficiency company. [laughs] See? Oh, perfect, Chloe. [laughs] It's, it's such a tiny thing that they're like, "Hey, we're struggling to find somebody who knows this.
- 9:20How much of it do you understand? We need to be selling this entire system." Like, "Okay, cool. This is what I understand. This is what I know. How technical do you need [laughs] me to be?"
- 9:29And they want that on your resume. And these days you're seeing, like, content marketing, life sciences, and healthcare.
- 9:36How do you show that that is the industry that you have written for or created p- product marketing for your entire career or understand fully?
- 9:45It's really hard to tr- like, kind of switch into that if you've only ever written for tech and sales enablement. Yeah. I mean, I think, uh, what you're getting at, which is what I...
- 9:55I think it's challenging to switch context in this job market. Mm-hmm.
- 10:01So I think, like, really understanding what your superpowers are, what your background is, and, like, what you bring to the table, and then articulating that through your cover letter and through your resume in the best way possible.
- 10:12That's why I'm kind of the counter-tailoring your resume.
- 10:15I, at one point, I had, like, four or five different versions of my resume because I was applying for all sorts of different positions, and I wasn't getting anywhere.
- 10:23And the only traction I was getting were the things that I could speak about more articulately. That, cool, that makes sense. [laughs] That I could be- Well- That I [laughs] knew my shit, right?
- 10:35[laughs] Feel like you guys are kind of describing two different approaches to a really niche job market. Like- Yes...
- 10:41Ruth, it sounds like your approach was more like, "I'm gonna apply wide to, like, anything that might be within my jurisdiction, but I'm gonna customize my application and my resume very strongly to each one."
- 10:54But then Chloe, you're kind of advocating for, like, just create a few versions. Go niche with what you're looking for, and then zone in on those very narrow jobs that fit, you know?
- 11:07Ruth is kind of looking out and customizing, and you're kinda customizing first and then finding what will fit that and bringing that into you. Yeah.
- 11:14I mean, it makes sense that both of those approaches worked for both of you. But it feels like a, the kind of thing that's like, just don't mix them. Don't try to do both. You know? Pick an avenue, and then go for it.
- 11:25Yeah. 'Cause if you're trying to do both, you're just gonna end up sad. You're gonna be doing, like, really vague, trying to do everything. Not really doing anything well. Looking for a job is also a full-time job. Yes.
- 11:35You spend so much time customizing a resume. I think as marketers, we also get caught up in, "But I want it to look nice." The hours, you guys, I spent in Canva.
- 11:47I think I paid for a month of Canva Premium because I was like, "No, I need the templates." I used, shout-out to, uh, Novo Resume.
- 11:55And I did pay for a premium or some sort of subscription because their formats are ATS-friendly. But yeah, it looks nice. As a marketer, you do feel like it has to have some sort of flair.
- 12:09But at the same time, I'm not a designer. So I wasn't about to fake that. I once turned in an English assignment that was, like, mostly stick figures.
- 12:18Because for some reason, they were having us draw in AP English class. True story. Hey, nothing wrong with a stick figure. [laughs] So you said that, you know, job seeking is a full-time job.
- 12:26But, like, how did you protect your mental wellbeing? Two things. I have a hot yoga studio membership that I took full advantage of. And I have a six-year-old dog who I would hug in between job applications. So [laughs]
- 12:43I have a six-year-old dog that I also hugged in between job applications. [laughs] I feel like every time I would submit a job, I would just look at her and be like, "We're one step closer, Rosie."
- 12:51[laughs] We're getting your bones. But no joke, I was doing a lot of hot yoga. I was trying to read more. I think I was just, like, leaning into hobbies, which is really hard for me. Like, I am a workaholic.
- 13:06Um, so imagine going from working all day long, and then you get told your role- Yeah, you were traveling for work, right? Yeah, I was traveling for work. Like, you were doing, like, a big event. Yeah.
- 13:15I was doing a big event, yeah. And I was traveling internationally, and then I get told my role is being eliminated in a restructure. I go from running a marathon to literally nothing. Mm-hmm. Everything just stopped.
- 13:27It was, like, a shock to my system. Yeah, it's so jarring. It was, it was really, really weird for me. It was an insane [laughs] it was a strange body experience for me. Mm. And I had to fill my time.
- 13:42And I immediately filled it with applying for jobs.
- 13:45I was just gonna say, like, not to get too psychological, but do you think part of why it happened so fast for you is because you just kind of threw yourself into it with that same, like, I'm just gonna work at this 24/7- Yes...
- 13:57mentality? That, and another thing is, like, this is the second layoff experience that I have had, and I was so much better prepared for it this time than I was the first time around. My network was so much bigger.
- 14:10Making that post on LinkedIn, having a recruiter find me is not how my s- [laughs] my last layoff went. This experience was better, I would say, um, but it was still a complete shock and- Mm-hmm... unexpected.
- 14:23I had to fill my time. And I also was like, "Okay, this is weird." I think that's interesting 'cause I think, like, I was on the job hunt much longer than you.
- 14:32There's a difference between, like, that first sprint, I think, in the first couple months, and then when it starts to drag on a bit, and then you start getting panicky.
- 14:41And then you start looking at, oh, my unemployment's about to run out, and oh, where can I tighten this, and where can I do that? There's definitely a, a shift that happens.
- 14:49But for people, depending on where you are in, in the process and the timeline, I found that time blocking, like, certain actions was really helpful for me.
- 15:00So I still filled my calendar, but I filled it in a different way.
- 15:04So it wasn't like I'm gonna spend six and a half hours looking at jobs and filling out applications and tailoring this and customizing this and doing this.
- 15:12I came up with more of a like, okay, Mondays I'm going to spend some time actually looking for the jobs that I want to apply for.
- 15:20And then I'm gonna spend the afternoon applying for a handful of those, 'cause you do wanna be, like, first in the door.
- 15:26And then I blocked out, like, a couple days for more, like, networking related things, like a coffee chat or a local networking event.
- 15:35The hobby thing is great, and I just know if you're in the thick of it, and if you're in, like, month three or four of searching, there is no amount of expletives that are gonna come out of your mouth after someone says that, right?
- 15:46Like, it's just like, that's just not your focus.
- 15:49But what I will say is try to balance between whatever the hobbies, whatever keeps you sane and healthy, with things that you feel are gonna, like, advance your search in some way.
- 16:01Whether that's I'm gonna spend an hour making sure that my resume is the best it can be, or perfecting my cover letter template, or I'm gonna go, like, network, or I'm gonna go have a coffee chat.
- 16:12Or I'm gonna go boost my LinkedIn presence by spending like half an hour doom scrolling on LinkedIn or finding new people to follow because I wanna get inspired.
- 16:20It doesn't have to take over your entire life and, and overwhelm you. Yeah. But I get it, Ruth, because I'm a workaholic, too, and I went through the exact same stages.
- 16:28Now, there are a lot of people that are probably lis- listening to this that have not, you know... The job process is hard for everybody, but for you, it was five weeks. You had recruiters reach out.
- 16:39Obviously, you made it pretty quickly through the process with a lot of companies.
- 16:43So I'm curious, like, while it's still fresh, what do you think are some of the experiences and skills that stood out and helps you move through the process quickly?
- 16:54So there are two things that I, like, did specifically in my job search that I think helped me, one, get my foot in the door for some of the organizations that I applied for.
- 17:03Like, the jobs that I did interview for all were because I s- I submitted an application, and I had somebody refer me.
- 17:13I did the whole, you know, find a role you wanna apply for, and then find somebody, see if you know somebody at that organization.
- 17:20And lucky for me, I have spent a lot of time over the past three years building my network by joining Superpath, by joining a couple other communities.
- 17:30A few years ago, I was one of the first AI marketing specialists hired during the first wave of AI. And since then, I've kind of been able to tell a story.
- 17:41These days, with how marketing is growing, with how teams have shrunk, teams wanna hear that. The other thing is that I always emphasized my results first.
- 17:53My resume is like my name, a headline about where I am in my LinkedIn profile, my email, and then four key things about me.
- 18:02They are all related to the title, but I'm framing four big things that I've done in my last role that all have to do with ROI. That's the, that's, that's what they wanna see.
- 18:12How do marketers connect what they are making to money? Our, our, you know, tried and true conversation of how do you connect content to ROI?
- 18:20And if you can tell that story, then they are gonna wanna continue to talk to you. I know you had a very AI workflow forward role. In my mind at least, as I think about this, I'm like, oh, you had an AI forward role.
- 18:33A lot of the people hiring right now are probably looking for those people with those experiences. Do you think that was relevant, or could you cite anything in particular? Yeah.
- 18:42Any stories that came up in the interview process that you're like, wow, I'm so glad I had X experience or story to tell because I think that went really far?
- 18:50Every single role I applied to asked me about my AI experience. Tell me about how you have y- been using AI. How are you using it right now? Even As you search for roles, how have you been using it?
- 19:04Many of the roles I applied to asked if you had built something that was still being used and if it saved anything, any costs. What did you build? What, what did it do?
- 19:15Trying to get out of you, do you know how to use vibe coding tools? Speak to those tools. They're trying to poke at that.
- 19:22And I think just having been exposed to, yeah, I know how large language models work, and I also know that there are content tools and that there are video tools and that there's these other tools.
- 19:34Which ones do you want? [laughs] That would impress a VP of marketing who is in strategy meetings all day long, and they haven't had a chance to try out anything.
- 19:44I'm curious what the makeup of, of your, of your new team is. 'Cause you went from, what was your title before and what's your title now? Now you're director of marketing, but before- Yeah.
- 19:54I was a senior marketing manager. Okay. Okay. So there wasn't content in your last title either. Okay. There wasn't content, no, but it was a very content heavy role. That's the interesting thing, right?
- 20:03Like, my last content role was one job before that where I was a content marketing manager, and then my first role at my last org was a marketing specialist where my first task was transform our SEO strategy.
- 20:17So very content focused. That's interesting. [laughs] Yeah. So, and [laughs] how big is the marketing team that you are joining/leading? Oh, it's really small actually. I have a team of four.
- 20:28I'm interested in your journey because- Mm-hmm... you went from being, like, content focused to, like, generalist to then- Mm-hmm...
- 20:34generalist plus content to kind of like leadership le- le- so, like, you sort of have, I feel like a lot of people listening to this are, are thinking, "Okay, well, what's beyond content?"
- 20:45Or, "Is there the world beyond content?" And like, you've, you've landed that now. Mm-hmm.
- 20:50So I guess, what are you most excited about learning about in your new role, and what do you think you're gonna take forward with you from all of the content things you've learned?
- 21:00I like to say that a hill I will die on is that all marketing is content because it is.
- 21:06[laughs] Um, you have to write something for everything that you are creating, whether it's a campaign, a new product launch, a trade booth, whatever. There's some written asset there, and it has to look good.
- 21:18I want to understand from the rest of the organization all of marketing is content. What do you need from that in order to succeed and build pipeline?
- 21:28There are just a lot of gaps between the relationship that I'm noticing. It's like, you know, the typical story of there needs to be better processes between sales and marketing in order for harmony to exist.
- 21:40It doesn't exist, and you can tell. And now I get to kinda, like, bring things together and see how it comes together. So I'm excited to kinda bridge that gap using AI and also just learning traditional sales strategy.
- 21:55I was given like three book titles today that I have never heard about because I've only ever been in tech. Wait, what are they? Now we need to know. One of them is called, like- The one The Challenger? Yes. Yeah.
- 22:06Oh, I thought that was gonna be on there. Yeah. [laughs] What is that? [laughs] You- Anyway. Yeah. Yep. So we were talking about The Challenger today, and I was like, "Excuse me? You're who? What?"
- 22:18So that was interesting. Was another one Beautiful Constraints? No. No. But The Challenger- That's one that, um, a former SVP of sales had us all read.
- 22:28It was fascinating and infuriating to me as well because I'm not one for the, like, magic wand question. I deal with, like, reality and logistics. Mm-hmm.
- 22:37And the whole point of it is if we didn't have constraints, like, what would you do? And I was like, "This isn't logical," but it did promote [laughs] a lot of thinking, and it's a really pretty book.
- 22:47I, I think that's interesting. I, I, I've also been at an organization where I've seen what happens when it works, and I've seen what happens when it doesn't.
- 22:55Anything you can do as a marketing leader to try to understand where the gap is and then also, like, be proactive in offering solutions to fix it is, is really important. Yeah.
- 23:05So I'm excited to just build and actually have a say in what gets built. Do you have any tips for anyone that is on the job search right now as we kind of round this out? Yeah. Um, don't go it alone, number one.
- 23:19Have someone you're talking to. I had a friend in another community I'm in, shout out to Natalie from Marketing Women, who [laughs]
- 23:28I think I was talking to her every single day just updating her on, like, how job things were going, how application submissions were going. But she was also on the job search.
- 23:37She had me as a sounding board, and I had her, and we'd never felt like we were alone in it, which it can get lonely. The two of us had a very short job search.
- 23:48I really wanna emphasize that this is surprising [laughs] to me also, and probably to a lot of people out there who are like, "Oh my gosh, how did you do that?"
- 23:57I feel like I have done a lot to make myself marketable, and you need to do that, too. I think people think it's cringey as hell to try to build your own brand. I do, too.
- 24:08I don't think I have built my own brand, but I have done what I can to highlight the work that I have done in my role, and then showing that on my LinkedIn profile, and then optimizing my LinkedIn and having it searchable.
- 24:22Really good point, though.
- 24:23Whether or not you are in a job search, preparing for a potential layoff or preparing for, like, your next step and thinking about how you can market yourself in a non-cringey way is really important.
- 24:36I joined this podcast while I was job searching because I was losing faith in myself. Do people care about what I'm talking about? And I found out, I guess people do, which is great.
- 24:48But on top of that, it also gave me stories to tell. One of the best pieces of advice that I got was by Pete Volmichel. I might be pronouncing his last name wrong. I'm not actually sure.
- 24:58But he has this banner which is, like, open to help, and he, or, like, happy to help, and he literally dedicates his time hopping on with people who wanna network or people that are job seeking and giving them just really straightforward advice.
- 25:12And what he told me, because I was definitely in a bit of a downward spiral when I talked to him, was, "I'm looking at your LinkedIn profile right now, and while you're a good writer and you're entertaining, don't be the person that just talks about looking for a job.
- 25:25Don't make that your brand and your personality." And I went, "Ooh." And then I looked at my last post and I was like, "Yeah, you are kind of right."
- 25:33The way you found your sort of, like, partner in crime for this, try to find people that, yes- you can vent to and that, you know, you can network with, but also people that are gonna lift you up and move you in the right direction.
- 25:46Because the way that you're portraying yourself right now during your job hunt, people are paying attention to that.
- 25:52So the more that you can talk about what you've experienced, what you've done, what you want to do, what you're learning, those things, I think, are really just pieces that you can bring.
- 26:01Start your own personal brand, even if you don't wanna call it a personal brand yet. It took me a while before I was like, "I guess this is my brand."
- 26:07But really, it's just talking about the shit that you really like to talk about, and that you hopefully know that you're good at.
- 26:12And I like what you've kept saying too, Ruth, about figuring out how to tell a story with your career growth, in that you're not just spouting out random facts of like, "Oh, here's a thing I did."
- 26:22But figuring out how to weave all of those pieces together into a narrative so that a recruiter, for example, can come in and look at that and say, "I understand how this person is going to fit into this role that we need."
- 26:34It's easy to be a storyteller for other people, and sometimes it's hard to kind of tell your own story. I've definitely experienced that at least.
- 26:41But I feel like just applying those content narrative skills to our own career journeys can be such a game changer, or at least it, it seems like it was for you.
- 26:51I think the biggest piece of advice I've been told in career searching is to turn your, like, your pitch about you into a short story.
- 27:01If you were to summarize your entire career history into a short story, how do you do that? My short pitch will be my five years with a one-second intro of the first, like, seven years of my career.
- 27:13I'm also really, really good at meeting someone's energy. Because no matter who they are, I will lift it up. They'll start somewhere, and then I'm like, "Nope, we're going up.
- 27:23We're, we're actually gonna pump this conversation up 'cause we're both gonna leave this conversation happy. And you're gonna remind, you're gonna remember me as the smiley person who made you have a happy day."
- 27:34I love that. And that's always my intention, is like, I'm fun. [laughs] I'm just picturing you showing up to an interview with a shirt that says like, "I'm fun, smile." I'm the fun one. [laughs] Hire me. #fun.
- 27:47So that's your... If that, you're gonna take anything away from this call, it's to wear a shirt that says, "Hire me, I'm fun." [laughs] I think that might be a good place to end it.
- 27:58Ruth, thanks for letting us put you on the hot seat today. And congrats again- Of course... on the new job. Thank you so much. Rachel, Chloe, thanks for joining. We'll talk to y'all soon. Fun times as always.
- 28:07Congratulations, Ruth. Thank you. Congrats, Ruth. Thank you. [outro music]