Ask a Manager: No one will buy my networking t-shirts

[ermingarden]

Several years ago I was frustrated with the way people went about looking for jobs. I’m a small business owner and even before running my own company, I always networked. Through networking I’ve managed to do so much. Today I run six networking groups.

Again, several years ago I created a t-shirt designed to network for you. It lists various fields, each with a checkbox by it, and comes with a small sharpie so you can check off the type of job or career you desire. By wearing the t-shirt everywhere you go, it starts the job seeking conversation.

I marketed them inexpensively to college grads. I went to colleges, job fairs, and even graduations. Not one t-shirt sold. I was so angry. I was on popular talk shows and in the paper and still nothing. Today I sit with every size t-shirt in my garage. Many ask why I don’t still pursue this idea. They are the ones who got the idea and believe in it.

Perhaps I was ahead of my time. I marketed towards college grads who texted as a main form of communication. However, today communication is even worse. Young adults can barely look someone in the eye.

Please tell me what your opinion is of my t-shirts. I hoped people would wear them daily and maybe while filling their gas tank this would start a conversation that would change their lives forever Networking will always be the way to get what you need. Referrals, physicians, mechanics, plumbers, electricians, landscapers, housekeepers, financial advisors, accountants, babysitters, trainers, real estate agents, tutors, and whatever I have missed. Am I wrong? Would my product help those unable to network?

I don’t think most people want to wear what’s essentially a walking billboard proclaiming that they’re seeking work in X field — which I think is what the lack of sales is telling you. And if someone does want to wear a shirt advertising their job search, they probably don’t want one that lists a few dozen fields with checkboxes; they’d want just their own field. (But I’m not suggesting you create one that does that instead! Most people don’t want to wear this on a shirt, period.)

From the sounds of it, all those people who pushed the idea and are asking why you’re not still pursuing it haven’t bought shirts themselves, which is telling.

I’d say listen to the what your market data is telling you.

(Also, it’s not at all my experience with young adults that they can barely look people in the eye!)

Comments

[torachan]

Yikes! This guy (you know it's a guy) is like a walking boomer parody.

[minoanmiss]

Young adults can barely look someone in the eye.

Maybe more young adults who are on the spectrum feel freer these days not to force themselves to make uncomfortable eye contact? (I can't believe I just used "maybe they're autistic" but this might be the one time it's actually topical and not condoning sexual harassment.)

[mildred_of_midgard]

I'm with the commenters who think no one will look the *LW* in the eye, because they don't want to encourage the LW.

[oursin]

And they're desperately looking for an escape route!

[mildred_of_midgard]

Exactly! I would be!

[cynthia1960]

+1000. Major creep vibes.

[oursin]

Personally, I am reminded of early modern hiring fairs, where people seeking work would go with some sign of their occupation - shepherd's crook, dairymaid pail, whatever - and am not entirely sold by that comparison!

Also, going around with a networking t-shirt saying 'archivist' I fear would lay me open to people wanting me to sort out their forebear's 'fascinating' (and probably mouldy, silverfish infested, etc in grotty unsafe attic or dank cellar) old papers at well below ARA-approved market-rate.

[shanaqui]

Many ask why I don’t still pursue this idea. They are the ones who got the idea and believe in it.

Why haven't they bought one then, LW? Why haven't they bought them for everyone they know who might be jobseeking? Why don't you ask them for marketing ideas, since they're your audience?

[mrissa]

Nothing says "I am so professional, you should definitely hire me" like "I have used a Sharpie on my shirt."

[princessofgeeks]

LOL

[pauraque]

Hang on, let me find that Simpsons clip... "Am I so out of touch? No, it's the children who are wrong."

[redbird]

Yes, if I need an accountant or doctor or housekeeper or... I might ask people for advice. ("Might" because I did pretty well once choosing a dentist based on "I have a toothache and I noticed his office is near where I work.") But I would ask people whose judgment I have some reason to trust.

Hiring someone because they're walking around with a t-shirt that says "accountant" or "housekeeper" has all the disadvantages of googling the job title and calling whoever is first on the list, without the advantages. If I actually google, the contact information will be there when I need it, and I can open another tab and google something like "john doe plumber complaints."

This person hasn't invented a new way of networking, he has reinvented the classified ads or Yellow Pages, urging would-be advertisers to name their company AAAAAAcme so it will be at beginning of the list. But I can't use that t=shirt as a footrest. (Lacking a 1980s Manhattan phone book, I have propped my feet up on a shoebox.)

[ioplokon]

no, no, I think this is good. before employers complain about no one wanting to work, they should try wearing a t-shirt advertising the job, qualifications, and salary.

anyway, i feel like part of this is driven by pretending anyone can 'learn' to network & people are open to cold solicitations/quick connects... when the reality is that it's about your social circle and class to a large degree.

[conuly]

Might I also suggest some therapy to LW if they're still "so angry" after several years?

[mildred_of_midgard]

How many psychologists does it take to change a lightbulb?

Only one, but the lightbulb has to want to change.

[resonant]

This fellow sounds like the kinds of single-minded eccentrics I used to meet when I was a church secretary - they used to like to sit in my guest chair and tell me all about how the stock market should be eliminated or how if your envelope has a Zip code on it, it shouldn't need a city and state.

Long as he's not my boss, I can view him as a mildly amusing crank.

[feast_of_regrets]

Whatever the heck? I'd say all the friends who ever encouraged LW should be ashamed, but LW sounds like the kind of person who probably didn't really get encouragement from anyone but went ahead and interpreted what people said as encouragement anyway.

[ysobel]

That's not even networking! Networking is *people*! This is just a very generic not-even-a-resume!

[xenacryst]

This person is the future main character of Tom Waits' What's He Building song...