So I've been asked by the Globe and Mail, one of Canada's national newspapers, to comment on the power of blogs if you're looking for a job. Isn't that neat? And, to add irony to the story, here I am writing a blog about being asked about writing a blog. It kind of seems like looking into the looking glass, doesn't it?

I think this story has absolutely great timing. Think about it. The baby boomers are retiring. By 2008 almost 25% of the workforce can retire. By 2010 that number increases to almost 50%. Never before in history has it been such an employee's market. Recruiters will be calling you non-stop to lure you away from your current employer and convince you to take a job with them. The boom is only beginning. Yet, despite all of these realities, the story being written is about using blogs to help you find and secure a job. Why is that? Well, if you ask me (and I know you didn't ask so I'll simply offer my opinion), it's not about getting a job so much as it is about getting the job you want. Ironically, this same rationale applies if you're using a blog to promote your company. Blogs are here to stay. The real question is are you using them?

Are blogs really such a new-fangled idea? The fact of the matter is that they're not. In history, blogs were referred to as diaries, or journals. And then we simply got too busy, and too digital, to even put pen to paper let alone to chronicle our thoughts. And then came blogs. It's like 'back to the future', but without the soundtrack or the associated revenues. Or are there revenues? The answer is -- absolutely there are revenues. If you get a better job, or a new client, or syndicated, then you can generate revenues that didn't previously exist. And all of this happens for doing something new that's really something old. So what's stopping you?

Let me help you understand why you should be blogging.

It's all about the brand call You! It's about Thought Leadership. And, trust me, you want both! Especially if you're looking for a job.

If you truly believe you are qualified for a job, why wouldn't you convey your abilities and your opinions online so that you will stand out from every other applicant applying for the same job? How will you stand out? How will you differentiate yourself from the applicant that does have a personal website or a personal blog or both? Are you prepared to put yourself at a disadvantage from the get-go? If you are selling yourself as a candidate able to be familiar with current technologies and solutions then how can you be credible if you do not use these vehicles to build your own brand and thought leadership? Bottom line, you may be the best candidate but if you're not using all of the tools at your disposal then you'll lose that job to the candidate that is. After all, as we like to say in Marketing, perception is reality.

So how do blogs help you get that job? Well - lots of ways. The real question you're probably asking, though, is "Why would I create a blog?". The answer is - lots of reasons! Blogs, on a personal level (like my blog, for example), can be utilized for a variety of reasons, including:

• Express your opinions. That's what thought leaders do. People don't have to agree. They're just opinions. That's what the Comment feature is for - to encourage debate on anything you post.
• Open people to new ideas they may not have considered. Isn't that how you learned? Isn't that how you differentiate? Sometimes we all get stuck in a way of doing things but new approaches change the game. If you're the one making the suggestion, even if you didn't create the idea, you're the one getting credit for being 'a thought leader'.
• State your beliefs and philosophies. If people agree with you then they'll immediately engage you for opportunities. If they don't agree with you then they won't waste your time. And, best of all, they'll like you out of the gate so you don't have to waste cycles on small talk.
• Promote yourself by promoting your blog. Whether you reference it in an email signature, a letter, a business card, a website, or anything else, be sure you promote the blog. Isn't that what brand leaders do?
• Indirect references. People who read your blog will talk about it to other people. And,as the old commercial goes, they'll tell two people, and they'll tell two people, and they'll tell two people and so on and so forth. Before long, you have a reputation and a following. And then you're in demand. And then you have options.
• Targeted engagements. So you want a specific job? Send the CEO a link to your blog. Tell them that you can make an impact on their company. Trust me - even if they don't read it they'll be impressed. Before you know it, the head of HR will be calling you to come in for a visit.

These are just some of the ways you can create your brand and thought leadership with your own blog. When the article is published, I'll create a link to it. In the interim, check out this article from the Wall Street Journal.

So there you have it. I probably just gave you the tools you need to take away that job I always wanted. Just remember me. And promise me you'll keep on practicing good Marketing. And, of course, reading my blog.