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Maximizing opportunity at job fairs

In a competitive marketplace, job fairs are vital tools

By John P. Mello Jr., Globe Correspondent, 10/12/03

Ah, fall. Time for foliage, football, and job fairs.

Job fairs? Yes, when pumpkins swell on the vine so do those employment bazaars that connect hordes of job seekers with harried company recruiters.

When times were good, many job seekers felt they could afford to take a hit-and-run approach to career fairs. Some showed up and did little more than fling résumés indiscriminately at recruiters. Others didn't bother to do their homework on the companies doing the recruiting. Both are tactics that won't fly in today's competitive marketplace.

''A lot of people think that you can show up, see who's there and wing it on the spot,'' said Tory Johnson, CEO of New York City-based Women for Hire, a producer of job fairs for women. ''That's a big mistake.''

Career specialists say that you should prepare yourself mentally for what you can reasonably expect to get from the event. Bottom line: Don't expect to walk away with a job offer.

''Your goal at a job fair is not to come home with a job but with some new information and ideas, a contact name or two, and in the best case, the possibility of an interview,'' noted Diane K. Danielson of Brookline, co-author of ''Table Talk: The Savvy Girl's Alternative to Networking.''

The value of a career fair doesn't have to be limited to handing out résumés, said Johnson, whose company will produce a one-day job fair for women on Oct. 16 at the Hyatt Regency. ''The face-to-face opportunity is much more valuable if you use it as a fact-gathering mission to get answers from a representative of the company that you would ordinarily not have access to,'' she said.

A job fair can get your foot in the door with an employer. ''Many times your job - the job that's perfect for you - won't be there, but a job fair can be your entrée into a company,'' said Gayle Sommer, director of business services at The Career Place, a Woburn-based provider of employment workshops and job fairs.

It also helps to draw on your reserve of positive vibes before arriving at a fair. ''Never express desperation,'' Johnson advised.

''I can't tell you how many times, especially in the last year in this economy, I have heard people at career fairs say, 'I've depleted my savings, the rent is due, I'll take anything,' '' she said. ''That's not what any recruiter wants to hear.''

Because you may have only the briefest of contact with a company recruiter at a job fair, many specialists recommend creating a personal ''pitch.'' The point is to quickly convey to a potential employer who you are, what you have to offer, and why you'd be an asset if hired.

''You need to really rehearse your pitch,'' Johnson recommended. ''A lot of times I'll meet someone at a career fair and ask them, 'Tell me about yourself, tell me what you're looking for.' Then I'll get this big sigh and 'I'm kind of interested in this, I'm kind of interested in that.' By that point, I've lost my interest, and so will a recruiter or employer.''

A pitch has to come off naturally and confidently, said Don Brezinski, executive director for corporate relations at Bentley College in Waltham. Brezinski suggested timing a pitch as if you were in an elevator with a person and they were alighting on the next floor.

''It's a 30-second pitch on what you want this person to know when they walk away from you,'' he said. ''Lay it out there very quickly, very crisply.''

When attending a job fair, it's important to know who you want to talk to before you arrive at the event. Just as good lawyers never ask questions they don't know the answer to in a courtroom, a job hunter shouldn't meander into an employer's booth without researching the company beforehand.

''It's always nice to speak to an individual who has an understanding of what your company does,'' said Trusha Mehta, project manager for Ernst & Young's Office of Minority Recruiting in New York City.

The name of the game, according to Women for Hire's Johnson, is maximizing your time.

''It does you and the participating employers a disservice if you don't do that advance preparation,'' said Johnson. Preparation includes knowing as much as possible about the company you're approaching and the employment opportunities they're recruiting for, she said.

Once you've got your pitch down and target companies selected, you need to make plenty of copies of your résumé. A whole industry revolves around writing, preparing, and distributing résumés, but everyone agrees on one thing; short and concise is best. Flowing prose describing general job responsibilities and functions is a no-no, said Brookline author Danielson, but bullet points touting achievements are a must.

Some job seekers believe briefer is better and have started distributing ''Cubicle Cards'' at career events instead of résumés. Modeled after a trading card, they have your picture on the front and résumé information on the back. The cards sell for $59.99 per 100 at cubicle-cards.com.

When you're ready to go to a fair, there's one tip that all the specialist agree on: dress professionally. ''Everyone seems to be taking the route of dressing down, but at a job fair companies like to see someone that's professionally dressed, whose image is top drawer,'' said Jack Manning of Manning Associates, a Boston recruiting firm. ''These job fairs tend to be overwhelming so companies are looking for someone who is going to dress the part of a professional and make a very strong first appearance.''

Don't forget to follow up on the contacts you made at the event.

''If someone gives you information or contact names, act on them,'' author Danielson recommended. ''By not acting, it sends a message that you either don't follow directions or lack initiative.''

Last but not least, says Danielson: never forget to thank a recruiter for their time.

''Sending a thank-you note might not ensure that you get a job or even an interview,'' she said. ''But the lack of one almost always means you won't.''

John P. Mello Jr. is a freelance writer. He can be reached at jpmello@cox.net.

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