As I write these words, 62% of the US workforce is working remotely – 80% of these folks started doing so since the onset of the COVID‐19 pandemic, according to a Salesforce survey (https://bit.ly/wfh-salesforceresearch1). Nearly 70% of US workers are interested in working remotely for the long term. In many industries, career change is the focus for about half of the population. From 47% of workers in manufacturing to 52% in hard‐hit sectors like transportation and hospitality, finding a new job is top of mind for many.

As I write these words, the unemployment rate continues in the double digits, and leading authorities state that the recent jobless rate of 14% is actually understated (https://bit.ly/wfh-understated). Indeed, Forbes senior contributor Chuck Jones says that the actual numbers are meeting or exceeding what was seen during the Great Depression (https://bit.ly/31id7Ef). Even the folks who are employed are still on shaky ground: 57% of millennials are concerned about losing their current positions.

As I write these words, it appears that industries like travel, tourism, and the restaurant industry may never be the same. That prediction goes for many other market segments as well. While the majority of the US workforce (53%) believe they could easily find a new position in their current role or industry, now is a difficult time to try those odds.

However, and this is a big “however,” there are opportunities in every economy. Now may be the time when, out of necessity or desire, you wish to move into another position. What does that shift look like, when you're working from home and changing your work?

In an increasingly tight job market, connection is king. And referral is the currency of choice.

If you're trying to find your next gig using yesterday's strategies, you'll hurt your chances for visibility, engagement, and interviews. On the other hand, when your mindset says, “I'm willing to try some new ideas and ready to let go of past mistakes,” you are on the right track. Here's how to create the referrals you need – and the mistakes you need to avoid – on your way to your next career move.

“I'm just not getting any traction with submitting my resumé or CV and filling out job applications,” says just about everyone except the person whose resumé matches the job requirements exactly and verbatim. How can you get visibility, especially when no one is ever a 100% match for a job posting?

When jobs are scarce, finding opportunities means using the skills that we've been discussing in every chapter so far: adaptability and innovation.

So if your game plan is to just keep filling out applications and blasting your resumé or CV to anyone who can fog a mirror, I wonder: How's that working for you? Is spray and pray getting you the results you want?

Results, in a tight job market, come from referrals.

Referrals result from how effectively you differentiate yourself.

Every day, everyone in a leadership role is on the receiving end of invitations to connect. It's crowded out there in the LinkedIn‐o‐sphere. Guess who's getting pinged all the time for connections: it's your dream boss. Your ideal mentor. Your future recruiter. Your next hiring manager. And your future investor. You'll need more than luck to beat the odds in the COVID‐19 Connection Economy. You need a game plan. And you've got to understand how to share your “third dimension.”

Your CV (resumé) and your LinkedIn profile are a two‐dimensional picture of who you are. Or, more specifically, what you've done. Dates, stats, education. Important stuff – but never the whole story.

The third dimension is where your value proposition – and your values – come to life. The third dimension is an unexpected and welcome skill. The third dimension is something extra. It's the connection that you can share in a way that goes beyond your resumé. Because your talents come in a package (that's you), the third dimension is where your personality, values, and work ethic come into play. Here are ways to create a third dimension for your personal brand, right now:

• Record a Short Video: Share a story or anecdote that emphasizes something about you. Need a prompt or an idea? Here's one: “I'd like to tell you something that you can't read on my resumé. . .” Turn your phone around and shoot that video: see what story you can tell, in three minutes or less. Remember: practice makes perfect. It's great to do more than one take to ensure you show up at your best!
• Make Your Mark: Build an online presence that illustrates your abilities, your thought leadership, and even a portfolio of your work. If you are an artist, designer, or work in any creative field whatsoever, a portfolio site is a must. Here's an example: http://karenmangia.com.
• Leave a Trail: Tools like Instagram and Facebook make it easy to record videos and package your unique skill set into various forms. For example, when the world went into lockdown, I decided that I would turn my home into an “all‐inclusive resort” on Facebook. Of course, it's not really an all‐inclusive resort, but I had a lot of fun imagining what I would do if I had guests visiting me. On the day of the Kentucky Derby, for example, I rolled out some crazy hats, photographed myself in the “stands” (actually, the stairsteps on my back patio), and even awarded the winner (a blue sawhorse I named “Champion”). Ridiculous? Perhaps. Funny? I think so. People DM me all the time to ask if they can make reservations. Maybe you will visit my page and draw your own conclusions. There's more to me – and to you – than just work. We all have that third dimension. And finding a way to laugh, especially during these tough times, is a dimension I'm interested in exploring. How about you?
• Get Clear on Your Values: What really matters to you, when it comes to your work ethic, focus, and contribution? Your values are an important part of your third dimension. What do you care about, when it comes to culture? Service? Teamwork? Consider a story that illustrates your values – a story where you don't just say empty phrases like, “I really value integrity” or “Servant leadership is my strategy.” Look at the stories that quickly and easily illustrate and share your values. Tell a story about how you put your values into action. Demonstrate competence and character in action; don't just talk about concepts and expect people to see you as a “high‐energy team player” (what does that even mean?). Think actions, not adjectives. The action you're looking for? Impact. Maybe trustworthiness is part of your third dimension. Then what's the story that supports that characteristic – where did you earn someone's trust, and how, and why? Consider how your values made an impact for your team, your family, your organization. Then, put those values on your website, your blog, or your YouTube channel. Because clear values need to be shared – and that third dimension is what brings your skill set to life.
• One Step at a Time: Be focused in your approach, when it comes to outreach. Have you got a video you really like? Don't litter the internet with requests to watch it. That approach looks like you don't understand your audience. Or your value proposition. Or the way the internet works. We've talked about being deliberate when working from home: don't change that strategy just because you think the job search is a “pure numbers game.” True, your numbers matter, but quality is what matters most. Don't blast the world with your gifts; share them with the folks you know would benefit.

What Not to Do

Who can afford to make mistakes when the job market is tight? Nobody. That's why it is shocking to see the following eight strangers – and one standout superstar – asking for connections and help. How often do you masquerade as one of these characters in your “click‐to‐connect” messages? Do you recognize anyone on this list?

• Generic George: He just wants a job. At my company. Or any company where I know people. If I would just introduce him. Or write a referral for him. Or “share his resume with the right people inside my company.” Or meet, via Zoom, to “share expertise.” I begin to imagine George copying and pasting thousands of similar invite requests, naively believing that it only takes one yes to get him to his dream job. Or to any job. Generic George's fatal flaw? He fails to offer any specifics that would move the conversation forward. His third dimension falls flat, because he doesn't have one – he just has his hand out. He has confused me with a “bot,” blindly making algorithm‐based referrals. The upside to George? He never follows up.
• Social Sally: In a world full of strangers, Sally sees future friends. She has done an immense amount of research about me before sending her message. She artfully works our shared hobbies into the thread. And quotes from my recent blogs. Sally comes across as familiar and engaging. And I always know I can count on her to follow up if I don't respond. Depending on the time of year, she may also send me a thoughtful birthday or work service anniversary acknowledgment. I start picturing Social Sally joining my book club. But not my company. Social Sally's fatal flaw? Believing that being likable will get her the referral, the job, or the promotion. I want to have fun with Sally. But I have no idea why I would refer her, hire her, or promote her. Because she never tells me.
• Wandering Wally: He's never met an idea he doesn't like. He's never had a thought he hasn't spoken. Every notion that hits his noggin connects to another random, unrelated idea and thought – which he can't wait to share. In fact, he can't help himself. Wandering Wally is all over the map. He wants to be an astronaut. He wants to save the world. He is currently patenting an invention. Despite his background as a CPA, he might be ready to cross over into a career in sales. And he puts this all in his first message to me, even though we've never met. I begin to picture Wally living in a house that is permanently being remodeled. By the end of his message, I am simultaneously exhilarated and exhausted. Wandering Wally's fatal flaw? He lacks a clear, concise direction and message. He has confused me with a career counselor. And this message with a brainstorming session.
• Egomaniac Ethan: He is the best there's ever been at everything he's ever done. And, thankfully, he's not too shy to share it! He is a top performer. He is already being recruited for numerous jobs but thought he would do me the favor of connecting with me. He was Prom King. He is into extreme sports. People tell him he smells good. And, he knows that everyone idolizes him. As evidenced by the 86 references he would be glad to share. Oh, wait a minute . . . yep, he already did. PS: I might be interested to know that he has some very important connections. After all, how many people have flown on a private plane with a billionaire to his private island? I start to flashback to bad 80s movies. And toxic teams. Egomaniac Ethan's fatal flaw? His total lack of self‐awareness. Trying to impress isn't the same as trying to connect. His confidence, when taken to the extreme, sends the signal that he will be a nightmare to manage. Instantly, I know I will jeopardize a relationship if I refer him to someone in my network.
• Desperado Diane: She is a living, breathing country and western song (https://tinyurl.com/wfh-sadsongs). She would have invited me to connect sooner, but there's been a series of catastrophes. “Thank God, and Greyhound, He's Gone,” Diane says, because “The Worst He Ever Gave Me Was the Best I Ever Had.” The details of the tragedy include crying, loving, and leaving – a very familiar refrain. “Ever Since I Said ‘I Do,’ There's a Lot of Things He Don't,” she confesses, whether I want to hear it or not. But the good news is that she's put that all behind her now. And she welcomes me referring her to the most senior and experienced people in my network. Desperado Diane's fatal flaw? Oversharing. And if she's like this with me during her first message, I don't want to hear the chorus.
• Mentor Me Mandy: She starts strong. The tone of her message is conversational but not overly casual. She is prepared but not assumingly personal. She knows something about the job she's seeking and can reasonably articulate her strengths. Where does it go wrong? At the end of the message, Mandy does not ask for a job. Or for a referral. Or even for an introduction. Even though I'm already aware she wants at least one of the above. Instead, Mandy asks me to be her mentor. Mentor Me Mandy's fatal flaw? Setting up a compelling story and then failing to make her real ask. And asking for a significant investment of time with no offer of a value exchange instead. Always have the courage to ask for what you want!
• Perpetual Pete: He will reach out to you time and time again, asking for help getting a new job. His current job pays well, but there's not enough equity. His previous job had a ton of equity, but the compensation plan was less than competitive, so he bailed for a new paycheck. Perpetual Pete is a wanderer and is in need of finding his true purpose – something that can bring him joy beyond financial outcomes. Perpetual Pete's fatal flaw? His only value is money. And he's a little too thirsty. It is hard to provide a strong reference for people who are driven by only financial reasons – they can often leave a trail of unfinished work and incomplete promises. Mercenaries don't make for good employees – or good referrals. Remember what Michelle Obama said: “Success isn't about how much money you make; it's about the difference you make in people's lives.”
• Long‐Lost Lisa: A woman I worked with in 2002 reaches out to me and asks if I can help her to find a job at Salesforce. No reminders of how we worked together but she got the company name right. Aha! Yes, I remember her. Now, what was it that she wanted? Long‐Lost Lisa's fatal flaw? Showing up out of nowhere. Or out of desperation. Take your pick. There's no relevance, no message of today, no clues as to what she wants or what value she can bring. Relationships matter, but if your story isn't relevant and relatable to right now, I can't really help you!

Fortunately, I occasionally hear from Powerhouse Pat. Who is Powerhouse Pat?

Powerhouse Pat is the standout superstar in a cast of mediocrity.

Pat is prepared.

Pat is articulate. Focused. Pat has clear priorities. Simple and precise talking points. Examples of outcomes and impact. A well‐thought‐out ask at the end of the message. And an offer of shared value or reciprocity. Powerhouse Pat is the one who gets the yes. The connection. The referral.

How can you show up as Powerhouse Pat and increase your odds of a successful outcome? Invest as much thought in crafting your click‐to‐connect message as you would in preparing for a job interview. Your message matters. Your message is your tool to make a great first impression. And to differentiate yourself.

Remember, the simplest message is always the strongest. Before you send your high‐stakes click‐to‐connect referral request, be sure your invitation message concisely answers these four questions:

1. What differentiates me (and my message) from others?
2. What is the purpose of my connection request, and is my ask clear in the message?
3. Does this message come across as trustworthy? Have I represented myself accurately and provided examples that make the person on the receiving end more likely to engage?
4. Have I offered a way to return the favor or to create a value exchange?

Success begins with your story.

These are very difficult times for people who are looking for meaningful jobs and new career opportunities. Asking for a referral, and getting one, can seem like hard work. But it doesn't have to be, if you take the time to get clear on your value proposition. Consider your third dimension, and the value you can provide.

Because every employer, everywhere, is looking for solutions providers. What's your solution? What's your service? Maybe your industry has gone by the wayside, or your company is no longer in business. You may be out of work but you are not out of options.

Options always exist, even in a tough economy. Choices. Opportunities. Even if you haven't discovered them yet. If you think you've tried everything, you haven't. Here are some other guidelines to help you sort through your goals:

1. Define Success: Get specific about the outcome you aspire to achieve through and with your extended network. For example, are you seeking a new job? Career advice? Amplification of your content? An introduction to an influential thought leader? Clearly defining success narrows your field of focus to prospective contacts who can move you closer toward achieving your goals. Invest first in building networks of quality rather than quantity.
2. The Power of Intention: Once you develop a shortlist of people to connect with, do your homework. “Everyone leaves a trail of crumbs behind on social media,” explains Gurvinder Singh Sahni (https://www.linkedin.com/in/gurvindersahni/), CMO of Appirio (a Wipro company) (http://appirio.com, http://wipro.com). “Those crumbs provide invaluable insights about how to plan an effective first interaction. I've met some of my best business partners on Twitter first. And I've sourced keynote speakers for big events through Twitter that I've never met before as well. All because I did my homework to discover what we had in common. A single social media comment that's well thought out invites future connection and relationship.”
3. What's My Line? TV Guide ranked What's My Line? in the top 10 television game shows of all time. The show ran on CBS for over 20 years, beginning in 1954. The premise was simple: celebrity panelists were blindfolded and a mystery guest would come into the studio. The whole idea was for the panelists to try and guess the occupation (the “line”) of the guest. Governors, scientists, athletes, and celebrities brought an added element to the show, as panelists could only ask a series of yes or no questions. But finding out who someone really is, using just yes or no questions, is a difficult game! Are you using yes or no questions with your online networking and connection requests? “Avoid the, ‘Can I pick your brain?’ and ‘Could we get coffee or virtual coffee?’ requests,” shares Sofia Rodriguez Mata (http://www.linkedin.com/in/sofmata), Community Manager at Salesforce. She says that those questions obscure the true intention behind your connection request. Instead of asking a yes or no question, immediately establish trust and offer reciprocity. What could you do, share, or say that would have value for your contact? That's what reciprocity means. The value you offer is the service you can provide, the introductions you can make, the insight you can share. Then, be clear about what you want to discuss and what you want to gain: don't turn your career into a guessing game. List the topics and your goals in the initial outreach. By the way, if you've got seven goals and five topics, don't celebrate that even dozen just yet. You've got too much on your plate! Simplify, simplify, simplify. Keep your initial contact brief, clear, and concise. You can close the request by discussing what you can offer in return. Most of the time, the receiver is impressed enough by the transparency of the message that they are happy to make time for you without cashing in on your reciprocity offer.
4. Turn the Tables: Before you click to comment or to connect, turn the tables on your own message. If you were on the receiving end of your own invitation, would you accept it? Is your message customized to the recipient? Is your objective, intention, or outcome clearly articulated? Have you been transparent about what you aspire to achieve and what you have to offer? If not, take a moment to revisit your message. Then look at it for a third time – because you're looking for the third dimension. What can you say that shows your values and personality without overdoing it? Would you be interested in hearing from you?
5. Be the Change You Want to See: Have you written a recommendation on LinkedIn today? Why not? I'm not talking about a double tap for a particular skill. I'm talking about taking a moment to craft a few well‐chosen words around a colleague you respect. Don't tell them you're doing it, just do it. Select someone whose work you admire – someone you've worked with – and tell the world why this person is something special. The visibility is good for your network and theirs. The kind of person who writes an unsolicited recommendation is the kind of person who understands service, networking, connection . . . and karma.
6. Curate Community: If networking continually falls to the bottom of your to‐do list, try creating a community. Create a connecting point for a network of networks to come together to form a community based on shared interests. “Don't be afraid to put yourself out there in creative ways,” says Sharon Klardie (http://linkedin.com/in/sharonklardie), Senior Manager of Salesforce Labs. “I started a virtual book club and host virtual #IAmRemarkable workshops. Taking these actions helps me stay connected and meet new people while making a positive impact on others as well. Plus, these communities scale impact.” A quick way to connect with communities: joining LinkedIn groups. If you're serious about a job search, are you in one of the recruiter groups? Are you in groups that represent industries of interest, not just your own? You don't have to be a recruiter in order to connect with them. There are a myriad of groups on LinkedIn – places where you can go to find like‐minded individuals as well as new opportunities. And, in the case of executive recruiters, the people who can help you to make your next move.
7. Amplify Authentically: From reposting content to referrals and recommendations, how you interact says more about you than written words. Are you commenting on posts that strike a chord? How do you share your perspective and your own thought leadership? Approach online comments as an extension of your personal reputation, values, and brand. Visibility is the goal that you gain when you share what matters most to you. How are you expressing that third dimension? Employers want to know!

Extending your network begins with defining your goals and solidifying your story. One resource to help you define and articulate what differentiates you, as well as construct a clear ask, is the Success With Less Career Companion (https://tinyurl.com/wfh-companion).

Consider what Tim Ferriss asked in his book Tribe of Mentors (Houghton Mifflin Harcourt 2017): What would it look like if this were easier?

Right now, maybe it's hard to imagine that “easier.” I hear you. I get that. For many, this economy is tougher than the global financial crisis – maybe even tougher than the Great Depression.

But, no matter how tough it gets, you can't run out of imagination. What if you used a little on your career? What if some imagination made things easier?

What if you opened up your mind to the first two words of this sentence:

What if?

The first step to creating new possibilities is imagining that possibilities exist. If your mindset says you're out of options, how can you take action? If you've been trying and working and striving to find that next job, but nothing's breaking loose, you're probably pretty frustrated right now.

But does that mean that success doesn't exist? Or that it's just not on your timeline? It's your choice how you move forward. How can you change your approach to find new options for yourself? Start with the way you enter the referral and networking conversation. Here's why:

When you change your conversation, you change your results.

Isn't that the shift that your career needs?