Using persuasion in your job search
Getting to "yes"
Job searching is sales.
Harsh, but true.
You’re trying to convince a prospective employer that you are the best way to solve their problem. You’re not a vacuum cleaner or a breakfast cereal, but the principles are the same.
When I was in college, Robert Cialdini’s “Influence” was one of the only textbooks I kept. As part of his years of research for the book, Cialdini took a bunch of persuasion-based jobs: salesman, fundraiser, marketer, recruiter.
The six principles of persuasion Cialdini learned from these “compliance professionals” are wildly applicable to your job search, especially as an older person. You need every tool in your toolbox to get to the top of the pyramid. Here’s how each of those principles can help you get your next amazing job.
Reciprocity
The principle of reciprocity states that people are more likely to do something for you if you have done something for them first. You can use this principle in your job search by offering something of value to potential employers, such as:
Writing cover letters and resumes that speak specifically to the needs of the employer. Think of it as you offering solutions to them.
Sending a thank-you note after an interview.
Following up with a potential employer after a few weeks if you have not heard back.
Providing helpful information or insights during an interview, even if it’s not directly related to your job qualifications.
Commitment and consistency
Once people have made a commitment to something, they are more likely to follow through on it. You can use this principle in your job search by getting potential employers to commit to something small, such as:
Scheduling a short informational interview.
Reviewing your resume and cover letter.
Answering a quick question about the job requirements.
Providing you with feedback on your interview performance.
Once they have made this initial commitment, they are more likely to be open to hiring you.
Social proof
People are more likely to do something if they see others doing it. You can use this principle in your job search by highlighting your social proof, such as:
Mentioning any relevant awards or recognition you have received.
Including testimonials from past employers or colleagues in your resume or cover letter, especially if they are people the employer knows.
Networking with people in your field and getting them to spread the word about your job search.
Sharing positive news about your job search on social media.
Liking
People are more likely to do something for people they like. You can use this principle in your job search by making a good impression on potential employers. This includes:
Dressing professionally for interviews.
Being polite and respectful.
Being enthusiastic about the company and the position. Make sure they know that you actually want the job.
Finding common ground with the interviewer.
Authority
People are more likely to do something if they perceive the person asking them to do it as an authority figure. You can use this principle in your job search by:
Researching the company and the interviewer and highlighting any common ground you have.
Dressing professionally and speaking confidently during interviews. Doing practice interviews can help a lot with the “speaking confidently” part.
Using industry jargon and terminology - sparingly and appropriately.
Mentioning any relevant certifications or degrees you have earned.
Scarcity
People are more likely to want something if they perceive it as being scarce. You can use this principle in your job search by:
Emphasizing your unique skills and experience, and how they specifically apply to the employer’s needs. If you have unique advantages, you are a valuable commodity.
Highlighting your accomplishments and successes as they relate, again, to the needs of the employer.
Letting potential employers know that you are in high demand. This one is tricky, because you don’t want to come off as cocky. And I would never advise pitting job prospects against each other.
A couple of additional tips for using these principles:
Be specific. When you ask for something, be specific about what you are asking for and why. This will make it more likely that the person will say yes.
Use triggers. There are certain phrases that make people automatically more likely to agree to your request. My favorite I learned from Cialdini is simply saying “because.” That word is a trigger that tells our brain there’s a good reason for the request, even if there isn’t one.
One of my favorite experiments Cialdini mentions in his book involved people trying to cut in line at an office copier. Some of the people said, “Could I use the copier?” Others said, “Could I use the copier because I need to make some copies?” Even though the second line was actually identical to the first, just including “because” made it much more likely for their request to be granted.
Cialdini’s “Influence” has become a classic over the years, and for good reason. I give it my strongest recommendation for anyone looking to make their way in the world.
Hearing from you
How have you used Cialdini’s persuasion principles in your work life, and in your job search?
Great tips, as always! I've used some of the more obvious ones, like letting a potential employer know how I can help them, but I love the one about adding a line with the word "because." I'll have to try it out!
This reminded me that the two most lucrative occupations -- this is true -- are salespeople and entertainers. There's a nugget of wisdom there, even if neither of those are your occupation.