Cracking the New Job Market [Hispanic Outlook in Higher Education, The]

Cracking the New Job Market by R. William Holland 2011, 256 pgs. ISBN: 978-0-8144-1734-8. $17.97, paper. Amacom Books. (212) 903 7951.www.amacombooks.org.

If you think it's just an anemic economy that is preventing you from finding the job you want or need, you haven't been paying attention. That's the message of author R. William Holland. Deregulation, technological advances and foreign competition for outsourced jobs due to globalization have all contributed to sfinì pickings not only for blue-collar workers, but also for white collar executives. The day of the lifelong employee remaining loyal to one company that is also loyal to that employee is over. The quest for a stable, secure and fulfilling career can be a real challenge. Career management specialist R. Holland notes that this challenge is draining physically and emotionally, but it is not hopeless. It is precisely this reason that Holland came up with a practical guide for job seekers that includes seven rules for landing that plum job. By following these rules, Holland says, an applicant can rise above the competition and shine during an interview or job search.

Most of us have been on interviews and followed the conventional wisdom that has been guiding job searches since the birth of the middle class. In today's market, says the author, you have to show that you have a value to your prospective employee. There is a parallel to this new reality in the world of publishing. Authors used to be able to prepare an outline, some sample chapters and a biography to interest a publisher in a prospective book. Now would-be authors have to "build a platform," a marketing plan for selling their books. They have to show that their book has value. Holland's approach is to build a similar platform for job seekers.

Holland's strategies include gathering information - from corporate websites, trade journals, and other sources - about the specific employee qualities a targeted employer deems most important. The more information a job seeker has about a company, the better. Holland also cautions job seekers to make sure they read job descriptions carefully, paying special attention to key words and incorporating them into their résumé, designed to make them seem perfect for that job. Holland stresses the importance of networking and how to maximize this important job tool. The author leads prospective employees through the interview process, not only to give them tips about answering difficult questions, but also to give them the edge in negotiating with confidence for the compensation, benefits, perks, and, as he puts it, "job characteristics you absolutely must have, you would like to have, and you would like to have but can do without."

Readers will find helpful Holland's appendices on financial planning in today's uncertain world, applying the new job rules to the international marketplace, and career counseling guidance for parents of college students. It is a valuable tool for everyone from recent college, grads to recently downsized lawyers, educators, middle-managers and senior executives.

Reviewed by Mary Ann Cooper