1st Moment of Truth

“When the employer comes into contact with any aspect of the job seeker, however remote, and thereby has an opportunity to form an impression.”

What type of

response are you

getting

• My advice for anyone trying to succeed is, make the highest-end product you can, and then target the tiny handful of people-

the microaudience- who are likely to buy it.

• Forget the masses. Targeting the latter is too much like trying to win the lottery- though great when it happens (however unlikely), there are just too many damn variables outside your control.

HIRING PROCESS

Research Engage Hiring Decision

Job Seeker Enter

consideration set

Build relationship; Persuade to hire

Get hired

Employer Collect Info Assess Options;

Get more info

Hire a candidate

Identify and

prioritize each

instance of contact

1.Think about every time an employer comes in contact with either you or your support materials.

Either in person, by phone or email, or through Company process or system (It can be remote interaction, phone interaction or face to face interaction)

What type of

response are you

getting

How will you Develop

alternative responses.

• What are ways you could improve response in each of those contact opportunities.

Word of mouth is generated by surprise and delight or anger.

You don't win because you did a good job, you win because you dramatically exceeded expectations.

The moment you check online for reviews or additional information before you make a decision about a product or service.

The ZMOT occurs when a person checks a movie’s reviews before buying tickets, or compares hotel reviews before finally making a decision about that romantic getaway.

Zero Moment of Truth (ZMOT)

Start focusing on the who

not the how