The informational interview is the secret tool everyone should have
in their back pocket. A hybrid of an amazing networking opportunity, an
info-session, and a job interview, it can give anyone looking for a job
or pondering a career change insider scoop (not to mention a much-needed
morale boost).
The problem is that these opportunities aren’t advertised anywhere,
typically require a lot of work on your end to make happen, and, in most
cases, mean you have to convince strangers why they should take time
out of their day to help you.
But with the right approach, you can land these interviews (and maybe
even a job). Here’s my advice for finding and approaching potential
contacts and getting them to say yes—every time.
Find the Right People
This may seem obvious, but choosing who you approach can make all the difference in hearing back.
Start by making a list of companies you’d love to work at and of job
titles or positions you’d be interested in. While people who fit on
either list are good, someone who works for your dream company and has your dream role is where you’ll get the most bang for your buck.
That said, it’s important to consider what the person does at the
company and the size of the company—you want to target people who are in
an aspirational role, but who aren't so high up that they won’t have
time to meet with you. I may want to talk to the CMO of a major company,
but I can probably learn more talking to the marketing director of a
smaller company. Also, look for people you have some sort of connection
with—if someone went to your college or has a shared connection, he or
she will be more likely to want to meet with you.
I prefer using LinkedIn to find people, but then reaching out over
email—it’s easier for people to respond to, and you won’t look like
LinkedIn spam. (Try ou
Perfect the Art of the Ask
Any good cold email has two things: a clear message (why you're
reaching out), and an easy-to-understand ask (the action you want the
recipient to take). Here’s a simple formula that checks both boxes and
that will work most of the time:
1. Start by Asking for Help
This sounds obvious (and, OK, a little weird), but it’s a proven fact
that people love to feel like they are helping others. So, if you
literally start by saying, “I’d love your help,” or “I hope you’ll be
able to help me out...” your chances of getting a positive response go
up significantly.
2. Be Clear
Ask for something very specific, and make it as easy as possible for
the person to say yes. Saying, “I'd love to know more about what you do
and how you got your start” is okay, but doesn't tell someone how much
of his or her time you’re after or what you’re really suggesting.
Instead, try something like, “I'd love to take you to a quick coffee so I
can hear your perspective on this industry and what it's like to work
at your company. I’ll actually be in your area next week and would be
happy to meet you wherever is convenient for you.”
3. Have a Hook
A great way to increase your chance of landing the interview is to
demonstrate why you really want to meet with this person. Do you admire
her career path? Do you think the work he’s currently doing at company X
stands out as the best? Maybe you have a shared connection and think
she would be a great voice of wisdom. Don’t be afraid to share why you
are specifically reaching out to this person. The more personalized your
ask feels, the greater chance of success you’ll have.
4. Be Very Considerate
Remember that, in asking for an informational interview, you’re
literally asking someone to put his or her work on hold to help you.
Show your contact you understand this by saying, “I can only imagine how
busy you must get, so even 15-20 minutes would be so appreciated.”
5. Make Sure You Don't Seem Like You’re Looking for a Job (Even if You Are)
If you sound like you’re really just looking for a job, there’s a
good chance this person will push you to HR or the company’s career
page. So be sure to make it clear that you really want to talk to this
person to learn about his or her career history and perspective on the
job or industry. After you meet and make a great impression is when you
can mention the job hunt.
Follow Up, and Be Pleasantly Persistent
If you don’t hear back right away, don’t worry. People are busy, and
sometimes these things slip to the bottom of a person’s to-do list. The
key is to not just give up. If you haven’t heard back in a week, reply
to your first email and politely ask if your contact has had a chance to
read your previous email. Also, use this opportunity to reiterate how
much it would mean to you to have 15 minutes to learn from him or her.
I personally believe that it’s your responsibility to continue to
follow up (as nicely as possible) every couple of weeks until you’ve
heard an answer one way or the other. Some would say that after one or
two tries, you may run the risk of upsetting the person—but I say that
sometimes, persistence pays off. At the end of the day, it’s really up
to you and your personal comfort level.
That said, once you shoot off a few emails, you’ll see that most people
are happy to help (hey, people love talking about themselves).
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