A search for work is a campaign, a self-marketing campaign. Generally it unfolds in two distinct, yet complementary and overlapping parts. There's a "planning" stage, followed by a "doing" stage.

The "planning" part includes labor market research, study and self-assessment. Some of the tangible results from preparatory efforts like these are your personal profile, a list of ten to 15 potential employers, and at least one well targeted résumé.

You move into the "doing" stage once you begin answering advertisements, going on interviews, following up and negotiating offers.

Somewhere is the middle of these two stages is a grey area, part planning, part doing. Here, you talk to people you know and conduct informational interviews, looking for leads and new contacts, for jobs and opportunities.

Because there's some confusion about the terms (most of them career management jargon) that define a search, here's a brief glossary.

Search:
At one time better known as a "job search". Nowadays, however, the successful completion of a search doesn't always result in a "job". Contract, consulting, independent opportunities come up as readily. Work of this kind can nonetheless move you along your career path, especially if it adds experience, build your skills and shows entrepreneurial effort.

The visible work marketplace:
Think of the want ads, employment agencies, recruiting firms. Most people look for work in this marketplace so competition tends to be stiff. By some counts, however, only about 25% of available opportunities are found here. Cover these bases diligently, but don't limit your search activities to this market.

The hidden marketplace:
Most opportunities are never advertised or placed with a recruiter, making this the largest marketplace for work. The trouble is, it has no formal structure. You have to create one yourself. Do this by choosing a particular field or industry, researching its labor market, networking within it and by building a list of potential employers including the name of the person who would be your boss.

Labor Market Research:
You'll need to develop, as well, a research file on the field itself. Visit libraries and information resource centers. Contact industry-specific associations. Check the Internet, look for industry and government studies.

Networking:
This occurs as you move out into your field, occupation or profession to meet (and impress) people who may be able to help you in your search. Cast a wide net. Don't only contact people who may have a specific job for you. As important, are industry intelligence and the names of people who work in the field. In other words, network for information, leads and contacts as well as for jobs.

Contacts:
Contacts come in two different varieties. People already in your acquaintance: Friends, relatives, neighbors, associates, past employers and co-workers and the like. Those who know and respect you will be willing to help, to pass on leads and refer you to others in their acquaintance. A few will come to you, but most of the time, you have to seek people out and ask for their help. As you do, be specific about your own goals.

People you meet in the course of your search. You can build your list of "contacts" ( aka: your network) by attending association meetings, by volunteering, cold calling, or conducting informational interviews or advice calls.

Leads:
Concrete information about work and opportunities, as in: "I heard that XYZ company is expanding its sales force/moving/ looking for an administrator."

Cold calls:
Calls you place to people you don't know, in organizations that you'd like to research or work for. The least effective cold call is to the personnel department asking about available jobs. The most effective is to the person who would be your boss asking about opportunities or alternatively, for an informational interview.

Informational interviews:
Some claim this technique is being overused, or misused. Still, when handled properly, it's a way to meet and impress people in your field and obtain information and referrals. While networking and researching, you'll hear and read about people who work in your chosen field. You may be able to elicit their help by calling and asking for information and counsel. If you decide to use this technique, prepare well and move cautiously. When you call, ask if the person has time to speak with you. (If not, ask about the best time to call back.) Ask for 20 minutes of his or her time. Try to arrange a meeting. Alternatively, book an appointment for a telephone interview. Have a list of relevant questions. Stick to the 20 minute limit.

Advice call:
This is a variation on informational meetings. The approach is basically the same, but instead of asking specific questions, you give an quick overview of your background and goals, then ask for advice and counsel.

Referrals:
At the end of every meeting or call, ask for the names of others who might be able to help you. Referrals are potential new "contacts".

Follow up:
Touch base with everyone who helps you; thank them and tell how you've used the information and advice they've given you. Write a note, leave a thank-you message on voice mail.