What Do You Mean I Am A Product?! (Career Marketing 101)

Job search seems to have many hurdles to overcome -- resume, interview technique, appearance, and networking are challenges that job seekers face. These hurdles are surmountable with a strong job search plan and dedicated execution. Job seekers need to apply traditional advertising and marketing methods to their job search to achieve results. By thinking of themselves as the �product� and the employer as the �buyer� job seekers can approach their career transitions from a sales aspect.

Market Analysis

Most job seekers have no clear concept of their target market, the conditions of the market, and the types of employers whom would hire them. They need to conduct a market analysis similar to what most business owners have developed as part of a business plan. The business owner must conduct some sort of market analysis to determine to whom they are going to be selling their products or services, to create a profile of their target customer, to describe their competition, and to find out the conditions of the current market. Job seekers should go through the same process.

Job seekers should educate themselves on the conditions of the employment and economic markets in their targeted geographic area. They must research companies in either the industry or area to create a profile that includes financial conditions, past activities, names of executives, products, services, financial forecasts, etc. for each company. By doing this, job seekers get a good picture of their target �buyer� � who they are, what they do, how much money they can spend, and if they are planning on being around for awhile.

Scoping out the competition is also important for job seekers. The market is flush with very qualified, highly experienced professionals who are offering �buyers� (employers) skills and knowledge that are all very similar. Job seekers need to find out what kind of competition they face � what they are offering employers, what salaries they are seeking, what benefits they are seeking, and what type of skills/experience combinations they are offering. One method is to contact target companies and ask what skills/experience the employees they�ve hired in the past six months possess. Job seekers can also talk with executive recruiters to find out what they see in the market conditions and what they expect for the next six months.

Pricing is important in a market analysis. Salary levels can be researched through the Bureau of Labor Statistics, Salary.com, and from scanning most recent job advertisements. In a buyers� market, prices go down; therefore, salaries are going down. Salaries have fallen from a high in 2000 to levels last seen in 1998 and are continuing to slide. Many job seekers price themselves out of the market because they do not know what their skills are currently worth. Job seekers who find out what salaries they can expect and market their skills with that salary in mind will receive better job search results.

Target Market

Location, buying power, motivation, industry � all are aspects of a target market. If Santa�s chief elf gets downsized because suddenly Santa decides it�s cheaper to outsource to Thailand, Mr. Elf has very few alternatives at the North Pole for work. Toy makers are overseas or in the US, not the North Pole. He can search for a job all he wishes at the North Pole but if the work isn�t there, he will not have success. Location is a key factor in a job search.

Buying power is expressed through stock prices, growth forecasts, quarterly reports, annual reports, and spending. A company in stable growth mode has buying power � it can meet payroll and will be less likely to lay off. Determining the buying power/financial status of the target market (employers) is vital to a successful job search. Many people have not done this research, accepted a position, and found themselves laid off again in a month and a half or so.

Career Branding

Career branding is a hot term in the employment industry these days. Technically, career branding is simply building a great reputation in your career on purpose and then leveraging that reputation to further build your career. In traditional business, branding is a promise of an experience. If you see an advertisement for Coca-Cola, you automatically think of a cool, refreshing beverage. Coke has worked diligently over the years to establish their brand. To some degree, job seekers can do the same thing with their careers by documenting their achievements, working hard on their skills, and building a good reputation within their industries.

Direct Marketing

Direct marketing in a job search is getting your message directly to the buyer. In this case, that means getting your resume directly to the decision-maker. Most job seekers have difficulty with this task. How do you identify the decision-maker? Many job seekers are turning to resume blasting services that employ databases full of hiring managers, recruiters, and other people in hiring positions. Just as traditional business people purchase mailing lists, job seekers can purchase resume blasts that send their resumes to members of similar databases. Typical results for direct marketing is around 1-2% response rate. Resume blasts tend to have similar results but they are relatively inexpensive and may be worth the effort.

Research companies can be hired to target specific industries, companies, or other sectors based on specified parameters. These companies can gather very specific information, often mining down to the direct decision-maker, but their fees are higher than resume blasting services. For the serious job seeker who does not have the time or the abilities to do serious data mining for contact information, this can be an investment in career search that pays off.

Print Advertising

Career print advertising is the resume and accompanying documents such as cover letters, project details, portfolios, and biographies. Most job seekers feel a self-written resume and supporting documents are fine but it is interesting to note that big companies rarely do their own print advertising in-house. They concentrate on doing what they do best � providing goods and services � and outsource advertising to experts in the field. In recent years, more and more professionals, especially those who are intent on career success, seek the services of professional resume writers and career coaches to assist them in effectively marketing their careers.

Word of Mouth Advertising

Simply put, word of mouth advertising is networking. Someone talking to another about the benefits of �buying� a �product�. As any business owner can tell you, word of mouth advertising is the least expensive, most effective, and longest-lasting of all forms of advertising. Unfortunately, most job seekers use this method least because it seems so difficult. A good career coach can be invaluable in teaching job seekers networking and helping them overcome their fears of talking to others concerning their careers.

Published in 25 career books, Alesia has been cited by Jist Publications as one of the "best resume writers in North America" and quoted as a Career Expert in the Wall Street Journal. Serving as the Resume Expert for over 50+ organizations, she has numerous media appearances to her credit and is a frequent keynote speaker. getinterviews.com

Related Information of Interest:

Job Interview Mistakes - Part 1
For many, the interview is the single most stressful part of the job search process. Any number of things can go wrong, and a big part of being successful is avoiding simple mistakes. The following is a list some of the most common mistakes during an Interview.

1. Failure to research the company: An interviewer will expect candidates to spend time researching and reading about their company. Do your homework before the interview; really know what the company does and who their competitors are. If you have not taken the time to review the employer website and understand what they are recruiting for, then you are reducing your chances of continuing successfully through the interview process.

2. Not clear on what you�re interviewing for: Be familiar with the job description so you can draw on your experiences, talents, strengths and abilities to connect with company needs. Highlight how you're suited to that particular job.

3. Not marketing yourself correctly: Define yourself. What makes you different from others? Know your major strengths and accomplishments as they relate to the job you are applying for and the company.

4. Not asking meaningful questions: Have at least 3-4 intelligent questions to ask the recruiter. It's OK (it actually leaves a positive impression with the recruiter) to have them written down in advance and to reference them at the appropriate time. Interviews are an exchange of information, and not coming in with questions shows that you did not prepare for the whole interview.

5. Under-dressing for the interview: Professional attire and attention to detail still count. You can never be too professional. Remember that everything - your appearance, your tone of voice, your conduct -contributes to the impression (positive or negative) that you make. Be presentable - wear a pressed suit and shirt and polished shoes.

About the Author: Hans Hasselfors is the founder of SubmitYourNewArticle.com. Visit our article directory for varied articles about job search.

Job Interview Mistakes - Part 2
Many people feel that the interview is the single most stressful part of the job search process. Any number of things can go wrong, and a big part of being successful is avoiding simple mistakes. The things you should avoid doing are as below:

1. Trying to wing the interview: Practice! Get a list of general interview questions, a friend, a tape recorder, and a mirror and conduct an interview rehearsal. Practice until your delivery feels comfortable but not canned.

2. Not being yourself: Be yourself and be honest! Don't pretend to understand a question or train of thought if you don't. The interviewer will pick up on this. If you don't know an answer, say so. Relax and be yourself. Remember you're interviewing the company as well as vice versa.

3. Not listening: Focus on the question that is being asked and don't try to anticipate the next one. It's OK to pause and collect your thoughts before answering a question. Pay special attention to technical or work process related subjects that are unique to a given firm or organization. The interviewer may have provided information you will need to answer the question earlier in the conversation. Employers will be looking for your ability to assimilate new information, retain it, and, most importantly, recognize that information as useful to you later in the interview.

4. Not providing enough details: When answering case questions, technical questions or solving technical problems, take the time to "talk through" your thought process. Recruiters are much more interested in seeing how your mind works and how it attacks a given type of problem, than the answer itself. Articulate your problem solving process and verbalize your thinking.

5. Lack of enthusiasm: Maintain eye contact, greet the interviewer with a smile and a firm handshake (not too weak, not too strong), and show common courtesy. Don't be afraid to display your passion for the job/industry and to show confidence.

About the Author: Hans Hasselfors is the founder of SubmitYourNewArticle.com. Visit our article directory for varied articles about job search.

Getting Into Your Desired Job Position
When we look for a job, we wanted to be working in the field we specialize or plainly have an interest with so we can utilize our knowledge and talent. Some of us successfully got what they want while others looked for different fieldwork due to different circumstances.

In these days, it is hard to look for a job. Employers look for an edge that makes you different from the rest. Moreover, the edge that employers look for is experience. When applying for a job that you desire you must at least have the experience or have knowledge on the position you are applying. However, when an employer sees that you have the potential, they will provide a free training for the position we applied.

How employers knew who would fit for the position? The answer really depends on us applicants� performance during the application. When we pass our resume either online or walk-in, the employer must get a good impression from the resume that we submitted. What we wrote in the resume is what exactly we can offer to the company, so be careful not to be too arrogant in making a resume, be precise, limit yourself on what you know. Never put anything in the resume that we actually do not know.

When an employer likes what he sees in your resume immediately he will ask for an interview, now during the interview it is ok to be confident but not too much. Just be yourself, if you do not know the answer to his question just politely say you do not have any idea. Just make it a point that the employer sees in you the interest in the position you are applying, and it is enough for the employer to hire you.

From the job given to you, we must learn from it, not just work it. Learn how to enrich your knowledge. Never stop, always aim higher, take it gradually to the position you really wanted to achieve.

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