I have learned, over the years, that media is a distribution channel that is easily persuaded.
PR companies make gazillions from companies and people who want us, the stupid public, to believe things.
“I saw it on the news!”
That means it must be right. Someone at the news agency must have validated the truthfulness of the information, right?
And we take it, hook, line and sinker.
We believe it.
Even though it might come because a PR professional, or someone with a big enough name (celebrity, politician, etc.) said something.
We are suckers. And the media is simply a tool, being used as much as we are.
How does this affect job seekers?
Check out this cool list of ten entrepreneur tips by LinkedIn founder Reid Hoffman. Let’s talk about #8:
Rule #8: Having a great product is important but having great product distribution is more important.
Have you ever noticed that you are the best candidate for the job, but you continually get passed over?
You know some of the competition, you might know the person who got the offer, and you KNOW you are better than them.
Why would a company choose someone less qualified for the role? It’s confusing, isn’t it?
There are a few reasons. But one issue I continually see is that people who “distribute themselves” better are more likely to get offers.
People who don’t, even though they might be far superior, just remain superior… and unemployed.
Same with companies… great press doesn’t mean a great product… distribution is the key.
Branding, networking, relationships… could all this be MORE important than the actual product?
Apply that to your own job search. Regardless of how great you think you are, perhaps your distribution (branding, networking and relationships) is keeping you back.