A Perfect Illustration of the "Right Way" to conduct a "Job Search"

History was made on January 19, 2010 in Massachusetts. Republican Scott Brown won the Senate seat previously held for 46 years by the late Senator Ted Kennedy. While that in itself was monumental, this story is not about politics, issues, or which person was the "better" candidate.

This is the tale of two "job seekers" and the methods by which they carried out their "job search." And yes, these candidates were conducting a job search. The only difference between regular job seekers and the politicians is that their search was conducted with the public watching their every move.

The candidates were Scott Brown, a little-known, underdog State Senator and Massachusetts Attorney General, Martha Coakley.

Each had their own strategy to win the seat. However, the method by which each of the candidates conducted their campaign were very different.

Let me dissect the candidates from a "job search" perspective.

Martha Coakley

Martha Coakley, as Attorney General, has amassed an impressive record of cases that resonate with voters. She also had many "firsts" as a woman and a politician. She definitely has a "track record" of success throughout her career.

Her strategy was to reach Democratic voters through traditional means. She showed up at political events, but, from many media reports, failed to "interact" with the common people. Allegedly, she focused more on rallying key political leaders, Democratic activists, union organizers, and even the Kennedy family to get the vote out.

Further, she apparently displayed two different personalities depending on whether she was in a public or private setting. In public, she was very tough and "presented her case" like a lawyer. By her own admission, she didn't inject "personality" into her speeches. However, Boston Globe reporter David Filipov wrote in an article that Coakley displayed a quick wit, was humorous, and very easy going when he conducted a one-on-one interview with her.

Scott Brown

Scott Brown has also had his share of "wins" as a State Senator and has served for 30 years in the Massachusetts National Guard.

During his campaign, Brown took the approach of "shaking the hand" of every person he could possibly meet. He drove around Massachusetts in his truck, met with real people (read voters), and got his message out either by himself or through grassroots efforts.

He was the same person, 24/7/365, consistently showing the voters who he was as a person.  As he did during his campaign, he delivered his acceptance speech with injections of humor, while still being professional. In short, he was "real."

I believe there are three key lessons to be learned about the way the candidates ran their campaigns from a "job search" perspective:

1. Know Your Personal Brand. When it comes to a job search, people want to get to know the "real person," not a carefully crafted "image." Personal branding, by definition, is all about being authentic. Know who you are and exude that authenticity with those individuals you interact with in the job search.
2. Don't rely on other people to get your "message" out for you. While networking and connecting with influential people is great, it is but one "spoke" in the wagon wheel of a job search. It is imperative to employ all methods to garner a great position, including "knocking on doors" and meeting people "face-to-face."
3. You don't win the "job" based on just your "resume." While you may have great achievements, it's the way you communicate your successes in an "interview" that will land you a coveted position.

Attaining a great job in this economy can be tough. However, with the right approach, even an underdog can come out on top of the pile.