Recruiting · Startups

After a layoff, what are the best strategies to get in front of the right people hiring? (marketing)

Lisa Falcone Rock Star Marketer available for company poised for growth

January 20th, 2016

I thought I'd open this question up to the brilliant and savvy community here at FD:

What are the best ways to get in front of the right people at the right time?  Would love to hear some thoughts on strategies and tactics.

I'm an accomplished marketer with specialties in startup marketing, demand generation, inbound marketing, product marketing, growth marketing, and market research (so please keep your eyes and ear open :)


January 20th, 2016

Select the people the you would like to "get in front of", research them extensively, and then figure out what you can do to help them. 
Once you are clear that you have something (whatever it is!) that will help them, make it your business to get introduced to them and present them with whatever-that-is.
It sounds so very simple.....and it is.  People are flattered when someone cares enough to find out everything there is to know about them.  They love it when someone has 'devined' exactly what they need.  
And, when there is no price tag to that gift (and there shouldn't be), they like it (you) even better.
Have no agenda except trying to be of service to them.
Good luck.

David Pariseau

January 20th, 2016

Erika, that's tremendous advice.  Can't say I've ever had a prospective candidate ever do that for me, but you can bet if it happened I would sit up, take notice and think long and hard on how to fit that person into one of my organizations...

Vanja Stegic Human Resources Manager

January 20th, 2016

Hi Lisa,

I can speak from my personal experience, as well as through conversations with other HR professionals.  If you identify the right company, find out who the top person is and physically mail your cover letter and resume.  We all have multiple email addresses, and it is very probable that your email will get lost in the sea of many others.  You could easily distinguish yourself from the rest of the crowd by simply using an old-fashioned, more personal method of mailing a letter.  And then, there is little bit of psychology at play; if your application materials are handed down to the HR from the top, that HR professional will likely at least offer you an interview.  If you identify a company that you would like to work for, but they do not have any suitable openings at that time, still just send it; you would be surprised how many companies may just be looking for a candidate like you, but are too busy allocating resources to start recruitment process.  I hope this helps.

Rob G

January 20th, 2016

Lisa, you are a marketing person. Your job is to know who (in general) needs to be reached (educated), how, when and with what message.  You did that here with this post and you may get some bites here.  In addition to the typical marketing approach - casting a wide net, i would take Erika's advice and get very focused. figure out what you would really love to do, for which companies, learn about them and their needs and provide them with something of value. learn every detail you can about the individuals in the company who can help and provide them with something of value.  Show them that you are a valuable asset that they need and they will find a way to make you a part of their organization even if they currently have no openings. I've done this and seen this done numerous times in my career as a hiring manager.  You meet someone and they impress you so much you find a way to make them part of your team. happens all the time. good luck. 

Mark Boeder LinkedIn Profile & Candidate Optimization | IT / Executive Recruitment - Let's talk!

January 20th, 2016

Let's talk. Best to you, Mark Mark Boeder Recruitment 414.659.7009 Please excuse typos. Sent from my SGN4

Faisal Memon iOS Department Technical Lead at Citrix ShareFile Quick Edit

January 21st, 2016

Lisa, I think with your strong academic background and work experience, getting interest from relevant people should be straightforward given the advice earlier.  A traditional marketing role should also be attainable via regular channels.

The bit that is trickier is 'the right time' part of your question.  I am guessing its that you want to get on board with a new opportunity during its formative phases so you can apply your startup marketing skills, etc.  For this you need to be in the startup scene, know other people doing startups and provide support to those without the facility to on board marketing specialists.  Being active in this forum is a good start.  Also there are meet-ups, hackathons and other startup focussed events.  Where appropriate, try and get involved with those.  Its the corridor discussions and coffee breaks at these events where you'd do the real work of aligning to the right people, but at the 'right' time.


January 21st, 2016

Not sure but think all of us have one or the other way formed a wish-list of companies to work at. best is to take off for a day or two , let your hairs downs get wasted, refresh your perspective (as layoff brings in self pity & negativity), start following leaders in your domain maybe FD or LinkedIn ping would be best, twitter works too to break the ice, look up meetup groups, events etc , if all this does not work & you have any zest to start on your own then explore those options...remember most successful founders do have some prior set back of some sorts...

A. Andrew Chyne

January 21st, 2016

You just need to be there Lisa. Everyone has their own share of bad time. This is something very natural. It would definitely take time to meet the right people for right hiring. I would suggest not to turn down on opportunities that came in. Take one at a time. If you have enough savings to cover your bills, you can wait for some time, until then; don't miss the opportunity of joining a new organization. As you have worked for a startup, I am certain that you have rich experience when it comes to leading a team and taking new initiatives for your organization. Make sure that you apply for leadership position because the plus point is that you've worked for  a startup and you have taken care of startup marketing. There is nothing better than working for a startup. If you still have the energy, you can try again for another startup provided the package would help you to pay your bills and give you some savings. 

Good Luck Lisa. 

Chanukya Inamala COO & Co-Founder at Gangez Group

January 21st, 2016

Lisa, Lets talk. I'm looking for a marketer who could grow our startup better.

Jesse Noyes Director of Product Marketing & Inbound at Kahuna

January 21st, 2016

Hi Lisa. My best advice in this situation is research the businesses you're interested in joining, create tangible examples of what you would do to help them grow, and reach out with those ideas. Additionally, take the extra step of stopping by to submit your resume and ideas personally, even if they don't come out to meet you. As someone who has hired dozens of marketers across multiple functions, I default to those candidates who show me they understand our business, have created tangible ideas based on what they've seen us already produce, and show a hunger to get the job.