4 Marketing Principals for Job Search Success
By Kathy Keshemberg, NCRW, CCMC
Last week I was writing a resume for a marketing executive, and it occurred to me that many of the concepts he used to effectively do his job directly translate into the job search. Think about it –in marketing you are describing the features and benefits of a product to potential customers … in job search you are doing the exact same thing except the product is YOU! Here are some of the classic elements that my marketing exec utilized to successfully market his company’s products … will applying the same to your search make a difference?
- Branding. When launching a marketing campaign, it’s critical to apply a brand to the product – without a brand, how will the consumer know they should be interested in that product? Same holds true with job search – what is your brand? What are you known for? What differentiates you from the competition? What problem do you solve? Developing your brand awareness and being able to succinctly articulate that brand is critical for the consumer (hiring manger) to understand what they are buying.
- Positioning. When positioning a product in the marketing context, my executive needed to know his target audience and conducted research to know the demographic that would be his buyer. As a job search candidate you need to do the same. What industry, type of position, and level are you most qualified for – and most interested in? Have you researched the geographic area in which you’d like to land and identified companies you’d like to work for? Have you analyzed your competition? What makes you different? What do you offer (experience, skills, results delivered) that they don’t? Can you tell the hiring manager why he or she should hire you?
- Lead Generation. In a successful marketing campaign, getting people interested in the product is a critical step. You can have the greatest product available in the marketplace, but if no one knows about it, you’ll fall flat. Same holds true with your job search. Do you have a plan to get your name in front of leads who are in a position to interview you or refer you to someone within the company who will? A comprehensive written job search plan that covers several lead generation sources is imperative. Elements to consider utilizing include social media (LinkedIn, Facebook, and Twitter), directly contacting companies you’d like to work for, distributing your resume to recruiters, attending networking events, and reaching out to those who know you.
- Collateral Material: Once my marketing exec developed the brand of his product and identified the message he wanted to convey, he needed to put together materials that would inform his target audience. The job seeker does the same with the foundation piece being a resume. Resumes have evolved over the years, and today’s document needs to quickly convey your message. Just like a 30-second commercial, you must (in that amount of time) be able to tell the reader why they should look at you as a candidate. Too often candidates feel compelled to include every aspect of their experience and skill base into their resume. The result is a long, wordy document that isn’t going to grab anyone’s attention. Read through your resume and question every word you are presenting. If it isn’t supporting your value proposition, then it is detracting from your message.
I wish you the best of luck as you market a very valuable product … YOU!
For more than two decades, Kathy Keshemberg, NCRW, CCMC and her team at A Career Advantage have been providing professionals with world–class resume consultation and writing, career coaching and personal branding services. For more information, visit www.acareeradvantage.com – or take advantage of Kathy´s offer for a free resume assessment by forwarding your resume to firstname.lastname@example.org.