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Marketing Yourself workshop objectives: Understand how marketing applies to job search and construct a simple personal marketing plan Use O*Net and other online resources to find labor market trends and research potential employers Construct a comprehensive master resume, from which you will make resumes targeted to specific jobs Establish a consistent personal brand or message and utilize available tools to broadcast that message to employers and others
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Stand Out!
Marketing Yourself Effectively to an Employer
Objectives
In this class you will learn to:
1. Understand how marketing applies to job search and construct a simple personal marketing plan
2. Use O*Net and other online resources to find labor market trends and research potential employers
3. Construct a comprehensive master resume, from which you will make resumes targeted to specific jobs
4. Establish a consistent personal brand or message and utilize available tools to broadcast that message to employers and others
HIRE ME
Today’s Job Search
a.k.a. We’re Not In Kansas Anymore, Toto!
This is a new world of job search. What got you HERE…
…won’t get you THERE!
Insanity: doing the same thing over and over again and expecting different results.
- Albert Einstein
Standing Out …
How Important is Marketing?
• What YOU see…
• What (you hope) the EMPLOYER sees…
It’s up to you to make the employer’s view of you as clear as possible!
5 Best Ways to Hunt for a Job
1. Doing an Inventory of yourself – 86%– Know WHAT your skills are– Know your ideal field– Know how to get where you want to go
2. Targeting employers in job club - 70%3. Targeting employers alone – 65%4. Knocking on employer’s door – 47%5. Asking for job leads from network – 33%
SOURCE: What Color is Your Parachute? Ed. 2013
The 4 P’s of Marketing
PRODUCT ("YOU INC.")
• Vision• Mission• Values• Skills• Resources• Results• Competitive Advantage• Objectives
• Short-term• Lont-term
• Strategies• Tactics• Priorities• Payoffs
PLACE (DESIRED LOCATION)
• Objectives• Strategies• Environment
• Work• Living• Leisure
• Relocation?• Tactics• Priorities
PROMOTION (CONTACT STRATEGY)
• Objectives• Inform, persuade,
remind• Strategies• USP• Features, benefits• Positioning• Tactics
• Resume• Networking• Contact Plan• Interview Plan
PRICE (INCOME)
• Objectives• Expectations
• Short-term• Long-Term
• Type of Compensation• Benefits• Constraints• Strategies• Flexibility• Tactics
Know yourself Know your niche Know your tools Know your value
Product: Know Yourself
• Know your skills, experience, accomplishments• Identify your own wants, values, needs,
strengths AND weaknesses• Be able to articulate– 60-second commercial– Interview skills
• Be consistent in your message
Place: Know Your Niche
Where do you want to work?What industry?What job titles?
Targeted company?What factors weigh into your decision?
Promotion: Know Your Tools
Cover Letters/Resumes Business Cards Phone Calling Social Media Where do members of your target
audience get their information?
Price: Know Your VALUE
• All aspects of compensation• Salary classes (if available)• Prevailing wage• Minimum acceptable salary– BE REASONABLE!
“the creation of an asset that pertains to a particular person…leading to a uniquely distinguishable, and ideally memorable, impression.” --Wikipedia
This is sometimes known as a Unique Selling Proposition.It’s your competitive advantage.
Personal Branding:
The Personal Brand
The Personal Brand
When developing your personal brand, take into consideration your personal values and vision.
Vision gives you meaning and purpose. It keeps you from just going through the motions.
Values are the basis of your dreams and goals. Living a life according to your personal values is critical to achieving an overall sense of well-being and fulfillment.
Personal Branding:
EXERCISE: Your Values
To identify your core values, select the 10 most important from the examples given.
Add or re-word any until they feel comfortable.
Then rank them.
Vision
• Vision gives you motivation• Your vision can reflect your
values in action
Your Vision
What is your vision of your future? (Personal and Professional)
Mission Statements
Businesses express their values and vision in the form of mission statements designed to guide the development of operational plans.
They guide what a company will do and how they will accomplish it.
A personal mission statement provides clarity and gives you a sense of purpose. It defines who you are and what is important to you.
Everything you let employers know about you MUST agree with your mission statement.
Mission Statements
I am an intelligent, ambitious person who takes pride in integrity, responsibility, personal growth and lifelong learning. I will fulfill my vision and dreams by creating exceptional results for a medium to large sized marketing oriented company. I will embrace challenge and pursue excellence throughout a career in consumer goods marketing.
EXAMPLES:
I empower jobseekers with effective job search strategies. Supporting jobseekers, letting them know they are not alone, is my primary goal. I share empathy, not sympathy, and provide tools for the jobseeker to overcome barriers and achieve success.
NOTE: your mission is never static; it is always developing!
Where Do I Want to Go?
Know your target:• Industry• Career• Company or companies• Location
How Do I Get There?
• Labor Market Research!• Research Potential
Employers• Networking /
Informational Interviews
Putting Your Plan to Action
• Know and articulate your selling points• Find your targets• Use your marketing tools to their fullest–
communicate on THEIR channels
Make a KILLER Marketing Resume
My List of Job Titles
Master List of ALL skills
Job 2
Job 1
Paragraph form
Copy and past into state, federal, Boeing or
corporate online apps
CORPORATE OR GOVERNMENT JOBS
Make a KILLER Marketing Resume
My List of Job Titles
Master List of ALL skills
Master Resume
TARGETED Resumes
Smaller Business Jobs
Portfolios
What is a portfolio?Tells the story of your career journey.
Highlights the best work from your occupation(s).
Exhibits your knowledge, skills, experiences, and accomplishments to a potential employer.
Shows proof of what you can do; supports your résumé, cover letter, and application.
Portfolios
Targeted résumé
Work samples that compliment résumé
Letters of recommendation
Customer or client testimonials
Awards and honors
Degrees and training certificates
Education transcripts
Licenses and certifications
References
Extra copies to leave with your contact
Include work samples and other items in your folio.
Portfolios
Split into sections employer understands
Carefully limit items to include
Create tabs for easy viewing:
Certifications and Licenses
Report Samples
Project Samples
Writing Samples
Design Samples
References
Recommendations
Education
Design your portfolio’s appearance.
Portfolios
Portfolio will change with each targeted employer or occupation
First draft will be time consuming
Select individuals to review draft
Feedback: what best represents you, what didn’t
Make changes based on feedback
Review your portfolio before every interview; match materials to job
Keep your portfolio up-to-date
Shop portfolio around to contacts
Create an online portfolio
Get feedback on your draft. Make changes.
Social MediaWhy use social media?
Social media provides modern and alternate ways to: Expand your networking contacts Research companies Update knowledge and skills Get noticed by employers Display what you can do Backup your KSAs with
accomplishments or samples of work Show your communication skills
Social MediaHow to use social media…
Protect your privacy. Think before you type. Become a trend setter. Keep current. Select friends, followers and
subscribers carefully. Create separate personal and
professional accounts. Cautiously choose images. Cleanup your past online activities. Share knowledge, ideas, leads and
connections.
Four Barriers Facing You
• Not knowing how /where to start• Lacking direction or focus• Low self-worth• Lack of confidence in managing the
futureDeveloping a personal marketing plan will go a long way toward breaking down those barriers!
