01/19/06
Filed under:
Job Search
Posted by:
site admin @ 12:39 pm
Ready to get started? One of the best things about living in
New England is the reminder we get every three months that it’s time to recharge and face new challenges and opportunities. Now that winter is here in earnest, it’s a great time to start or rejuvenate a job search (in addition to any "traditional" New Year’s resolutions that may have fallen by the wayside). Consider these keys in defining your own personal marketing strategy through effective branding and your marketing message … Not unlike a corporate marketing strategy, an individual’s overall branding strategy is developed by combining the various tactics of each element of the marketing mix.
An effective marketing strategy is a statement that answers the following questions — (1) WHO is the target market (i.e., prospective employer)? (2) WHAT are their needs/wants (objectives, challenges)? (3) WHAT benefits (attributes) are you providing to satisfy those needs? (4) WHAT is your availability (are you immediately available, relocatable, etc.)? (5) At what PRICE (always save salary negotiations until well into the interview process)? (6) HOW is the "customer" (prospective employer) informed of the benefits you offer and encouraged to buy (is your resume distinctive? your cover letter compelling? are your follow-up phone calls effective? your interview techniques strong?)?
Marketing Yourself: As with marketing a product or service solution, marketing yourself can be as basic as defining a niche and then demonstrating why you are uniquely qualified to fill the need/requirement. Knowledge of the competition (candidates for the same job) is critical to effective preparation and development of a solid marketing strategy.
Be critical when assessing yourself. Always look at yourself from the eyes of the employer. What benefits do you provide/deliver? What expectations do you meet? What perceived value and ROI do you offer? Ensure consistency in your approach (a cohesive and professional look to all your documents, from resume and initial cover letter to leave-behind materials, references, benefits statement, etc.). Be concise, polished, proactive–and let your energy and enthusiasm show!
– Jan Melnik, MRW, CCM, CPRW, President, Absolute Advantage