• by Beverly Weinstein , April 7, 2009

The simple answer is to use your network or your network's network. Of the dozen media executives I polled all agreed on the importance of personal referrals. Comments from one executive vice president sum up sentiments, "Like the Good Housekeeping seal of approval, relationships are the keys to open most any door."

In person interviews take time and that's something most media executives are short on. "There are just so many people looking for jobs. As much as you'd like to see someone the sheer numbers make it impossible," observed another EVP. "The only thing that will get someone in the door is a call from a business or personal friend I really respect asking me to see the person. Even if nothing is open now, I'll see them for the future."

There are other approaches, but most rely on putting networking to use. A digital veteran who has worked at some of the major portals had some suggestions. "Candidates can check my profile on Linked In or Facebook, find out where I've worked in the past or they can search their contacts to find out who they know that might know me. Then send me an email, give me the relevant connections and don't forget to tell me something about yourself. There's a good chance I'll respond."

How many people have tried this technique? He estimated fewer than 10% adding, "In this market, you can't underestimate the value of relationships. If you know how to use them it separates you from the crowd."

Other executives suggested that candidates offer a solution or an idea related to their business. They can also emphasize specific experience that is relevant. "The goal of a successful communication is to get me to keep reading," said one executive. "To do so, you have to capture my attention in the heading or the opening phrase. Intrigue me, challenge me, and flatter me; whatever it takes to differentiate you from some spam or junk mail." He ended by again emphasizing, "Never underestimate the value of flattery."

Other executives cautioned on sending "boilerplate" emails. "They just don't work. Try giving me the top ten reasons I should hire you and make sure they relate back to my company's business." When I asked how many candidates tried these techniques, surprisingly almost none was the most common answer.

There is a chance you might get lucky with a phone call if your target happens to answer. "If they catch me on the phone and get my attention, I'll definitely see them, but I don't pick up my own phone that often."

What is the fate of most unsolicited e-mail without a connection or a compelling hook? Here are some typical responses: "If I don't know the person, I hit delete." Or "I forward the email to my HR department. I have no idea what they do with it." Or "I send a nice response but then forward to HR." A few executives claimed they will generally respond to unsolicited e-mail but even so it rarely results in getting a meeting.

(A few tips on finding a business email address: Call the person's office and ask his or her assistant to give it to you. Sometimes a company operator will give out e-mail addresses. You'd also be surprised at how many executives give out their email address on voice mail messages. Finally if you know the email format for the company, you can make an educated guess at what your target's address will be.)