When I first started sketching out this framework, the biggest part was where to start, both for myself and for the audience. You really could start at three other places on this framework with a reasonable chance for success, but in the end I started here simply because it was the safest part of the entire framework.
Safest? Yes. My assumption isn’t that i have to convince you that this works, but get you to convince your boss that it works. The best way to get that to happen was to start in a place you already know: what your business does and who you need to hire on a structural level (not a fit level or anything like that.. yet).
You already know who you need to hire: an IT support person, a nurse, a customer service team member, a marketing manager, an mid-level account person, a factory floor manager, a director of whatever. We start here because this is what you already know you need. Everything will get added in as we go along.
Yes, But do we really need to worry about career area?
This is something I’ve thought a lot about in the last few months as we developed this framework, and my opinion flipped a few times, I admit. In a lot of ways, you can ignore it. As we’ll see in later sections, there’s a case to be made that understanding the career stage is more important that career area. And the rules and thinking behind your content is the same for every role.
But the framework is a means of focusing thought, to quickly figuring out what you can ignore and what you must include. And if that’s the case, career area is important. Nt just because the motivations behind those roles are so different, but because people, more than anything else, want to feel understood.
If you were looking to hire IT staff, would you sent a nurse to recruit them? Of course not. Not because a nurse couldn’t understand what IT does (they can), or understand the motivations to help people without getting a lot of glory (trust me, they can). You don’t send a nurse to talk to IT recruits because an IT prospect will want to feel like you understand them. Sending someone who speaks their language is one way we do that.
Starting with the career area means we an draw a more clear picture of who this prospect is, which lets us figure out what this prospect wants, which leads to compelling content.