So, you want to work at company X. How do you go about researching and targeting them using the Web. Let's use a simple example:
Ogilvy and Mather(advertising)
Working for Ogilvy would be a dream career for many in advertising. To find out wheter or not they have a Website, check the Business:Companies section of Yahoo!. You'll find over 700 companies listed in the Advertising section. Sure enough, Ogilvy and Mather are listed. (These days, most credible companies have some form, however small, of Internet presence). If you can't locate your target in Yahoo!, try searching for them in the AltaVista Search Engine.
Once you've found the company's website. Read and study it. More likely than not, the most progressive managers in the company are behind the site. Often, (as is the case with Ogilvy) there are job listings right on the site. If the listed opportunities are what you're looking for, by all means, apply for them. But, don't stop there.
A simple search for "Ogilvy and Mather" (you have to use the quotes) using AltaVista gave over 150 links to related sites and news stories including career profiles and account details. Thoroughly immerse yourself in the information available about your target. As you do, you'll begin to identify the players within the organization that you'd like to work with.
Now the fun begins. Once you can clearly identify targets inside the organization, begin an aggressive campaign. Email, fax, write letters to your targets that clearly offer useful additions to the work that they're already pursuing. Get clever and discriminate yourself from the rest of the pack.
Our favorite advertising resume was an art portfolio that was miniaturized and disguised as a wallet. The wallet included a fake California Driver's license in the name of the agency's Creative Director. The wallet/resume was left in the agency's bathroom. When it was given to the receptionist, he immediately called the Creative Director saying, "You'll be glad to know that we've found your wallet." The Director rushed to the reception area and began looking at the thing before she recognized that she'd been had.
Result: one very rapid hire.
Targeting and communication focused on the business of your targets is central to the job hunt. Think of yourself as a business of one with full responsibility for marketing, product development and client relations.