Like most college graduates, Marian Schembari needed a job, and fast. It was May 2009, right in the middle of the recession in the United States, which meant that jobs were scarce. So not only were there not a lot of jobs to be had, there were ten times as many unemployed professionals also out there competing for the same gigs. Three months went by of sending out resumes and scouring the online job portals, yet no job magically appeared for her to snatch up.
That's why Marian decided to try something different. "After three months with no results whatsoever I pulled a 'guerrilla marketing' strategy and started marketing myself and stopped applying to jobs all together," she said. "In about a month I was hired."
That's the short story. Here's the longer version of how she did it. Marian realized that she needed to find a way to stand out and get attention if she was ever going to land a job. Therefore, instead of doing what everybody else was doing, you know, sending out resumes and applying to jobs online, she decided to zig instead of zag. Marian created a Facebook advertisement. "I wanted to get into publishing so I put up Facebook ads on the profiles of employees of all the major publishing houses in New York."
One of the best things about Facebook is that you can search profiles of hundreds of millions of people with the click of a button, or create an ad targeting a tiny subset-specific group of people based on their profiles. Look what ...