It’s time to get really serious about 2010.  I’ve talked with many people who have at least some concerns about the future.

“I’m worried there will be fewer options that excite me. I’m afraid my skills will be less valuable… I know that my company will continue to go through radical change… Companies are still not in a hiring mode, and I’ve been out for a long time.” 

What should you be doing? If you want 2010 to be the year of the new job, here’s a list of pointers. If you want to refocus your career or role, use the ideas as thought joggers. 

Build the brand called you.
Conducting a search is an opportunity to build or strengthen your brand, which reflects your reputation, relationships and impact, how people experience and remember you.

Your brand’s value is the premium a buyer will pay for you, how often buyers choose you over your competition, how strongly they endorse you and recommend you to colleagues. In the job market, you need only one excited buyer. If no one has heard of you, if people are not recommending you when they are sourced for an open position, if there’s hardly a buzz about you and what you do – your brand is weak. 

I suggest that you think seriously about your brand and the steps you can take to build it: What do you want to be known for, what are your capabilities and skills, what separates your brand from your competitors? Where do you find gaps in your exposure in the marketplace, your capabilities and experience?

Focus your resume.  
Preparing a resume is about substance and style. Scientific solutions appeal to computers, not hiring managers.

People are obsessive about search filters and having the right key words. The result: resumes are full of jargon and buzz words. They are often dummied down and boring.

Take a fresh look at how you are presenting yourself: capture the personality, punch, and attributes that make you special. Be absolutely clear about what you are selling. Include your aspirations, the facts, and honestly convey the importance of what you have accomplished.

Network wisely.
A network is forever an asset. Identify all of your constituents today and the companies and industries that are missing. Start to develop a list of people you want to reach out to as alter-egos, advocates, and subject matter experts. Energize your network, and make sure it works for you.

Research proves that the best connections are usually at the edge of a network, not at the core. You move to the edge by adding to your contacts.

• Speak at industry conferences; get to know the major players and leaders in your industry; actively manage your external presence.
• Keep up with what’s going on business, to learn, help you generate new ideas and identify possible new relationships.
• Use social networking tools to support spontaneous content-driven conversations. Check out Linked-In or the online capabilities of professional or alumni organizations.

Actively participate in every meeting.
Don’t just wait for the questions and give your answers. Don’t be on the defense, or overly eager to pitch your capabilities. Notice the dynamic of the conversation and contribute.

For each meeting, prepare a set of good questions, tailored to the situation. Your goal is to uncover important information and demonstrate your interest and acumen.

• For example, in any networking situation or interview, have a conversation about the organization’s capabilities related to your field and desired changes in the future. What’s the culture like, and what would make it better.
• You could talk about developments and debates in the news, e.g. you have noticed a lot of discussion about a specific topic. How will this affect your company’s business?
• What about the direction of your business and your major challenges. What can consumers or investors expect in the post-recession economy.

Don’t be afraid to express a point of view in your discussions. People want to know you and how you think. If you can’t give someone an answer he wants to hear in an interview, most likely you are not right for the job.

Listen – and then reply. Don’t dodge questions by giving rote answers that sound like memorized talking points. It’s a turn-off.

Know yourself. 
Be true to yourself: figure out what you enjoy doing, what you don’t like, your aspirations. How much autonomy do you need, and how much structure and supervision? How passionate are you about your work? What kind of work environment will make you happy? If you do an honest self-assessment, you will be clear about what you want. And that means, you will be more focused in your conservations about your career.

Personalize what you say.
Write as though you are talking to the person. What would likely interest the receiver of your message – put yourself in the “customer’s” shoes. Standardized email blasts and letters sound phony or inappropriate. Keep your correspondence punchy, short, to the point.

Separate good from dangerous connections.
Be skeptical of anyone who promises to get you a job for a fee – even if there’s a guarantee. People are burned because they act out of desperation! Finding a position that’s right for you takes a great deal of work. There’s no magic bullet, no way to get someone to do it all for you.

• Retained executive search firms are not your agents. They are most interested in talking to you when they have an open job. Remember: search firms are putting round pegs (the perfect candidate fit) into round holes (the company’s job specs). Their goal is to close the search quickly and have a happy client.
• There are reputable contingency firms and shady ones. Make sure no one forwards your resume  without your permission. Whenever a contingency firm “represents you”, they are expecting a substantial search fee from the hiring company. If your competitors are introducing themselves, they are clearly a cheaper deal.  
• There are many vehicles for identifying open jobs: web postings, social and professional networks, corporate or academic alumni groups. Figure out what’s best for you.

Appreciate what people do for you.
Executives are busier now than ever because organizations are running lean and mean. Genuinely thank anyone who meets with you and gives you a perspective, a referral, or an idea that is helpful.  

Finally, remember the golden rule.  Help others who help you.  Don’t just take. Give back in return.