marketing yourself: how to find your next job

Marketing YourselfTechniques in Finding Your Next Job

What is Marketing?

“Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value to others.”

Philip Kotler

Textbook Definition

If you think about it, you are actually marketing yourself to potential employers.

What is Marketed?

Places

People

ServicesGoods

Market PlanDefining Goals and Objectives

Marketing Plan

Directs and coordinates your marketing efforts to land that new job. 1. Develop your plan

A. List job titles you seekB. What are your competencies?C. Which Industries and Firms?D. Refine a Unique Selling PropositionE. SWOT AssessmentF. Advertising planG. Salary considerationsH. GeographyI. Knowledge, Skills, Abilities

Your Marketing Mix Understanding the Four Ps

The Four Ps

Place Product

Price Promotion

Your Solution

Your Salary

Your Responsibiliti

Your Advertising

Prospective Employer

Your SWOT Analysis

What are your:S STRENGTHS Internal Analysis

W WEAKNESSES Internal Analysis

Your Competition:O OPPORTUNITIES External Analysis

T THREATS External Analysis

Three Step Process of: 1. Name your target markets

A. By Job TitleB. By FunctionC. By Geographic Location

2. Segment prospective employers A. By Industry B. By CompanyC. By SizeD. By CultureE. Financial stability

3. Match your Knowledge, Skills, and Abilities to the employers needs.

Market Segmentation

Marketing ResearchGathering Intelligence

Your Info Needs1. Issues and Trends

A. IndustryB. Company

2. Company Structure3. Company Demos

A. Annual SalesB. Number of

EmployeesC. Products/ServicesD. Ownership

4. Financial Strength

Marketing Research Process

Marketing IntelligenceRead News and Trade Publications

Meet with customers, suppliers, distributors, and other employees

Monitor Internet and social media sites

Analyzing Hiring Managers

Buyer Behavior

The Employer’s Decision Process

1. Realizes a need for a new employee2. Searches for potential candidates3. Evaluates the value of each candidate4. Makes an offer to the best candidate5. Wonders if the right person was hired

Make sure you are offering a value proposition to the hiring manager.

“I need…”

Key Organizational Buying Criteria

Employers use some of these factors when choosing an employee.

Employers’ Psychological Influences

Drives

Employers seek benefits to match their needs and wants!

1. The Hiring Manager A. Has a stimulus to reduce a need B. Seeks to satisfy a needC. Identifies required benefits and traitsD. Views candidates as a bundle of attributes

with varying abilities to satisfy the needE. Fulfills the need by choosing

based on his/her perceptions

Include a value proposition during your interview.

Basic Concepts Underlying the Candidate Evaluation Process

Hiring Manager’s Perception

Selective Attention

Selective Retention Selective Distortion

Subliminal Perception

Remember this in your interview.

Some Business Hiring Participants

InfluencerDeciderInitiator/

Buyers GatekeeperApprover

Identify where in the process are you.

Hiring Center Influences

Participants differ by:• Interest• Authority• Status• Persuasiveness• Decision criteria

Who are the major decision participants?What decisions do they influence?What is their level of influence?What evaluation criteria do they use?

Creating Employer Value,

Satisfaction, and LoyaltyGetting Hired

Employee cost Monetary cost Time cost Energy cost Psychic cost

Employee value Knowledge value Skills value Leadership value Image value

Weighing Your ValueEmployers use many factors in determining who to hire.

Can you articulate a value proposition?

Satisfaction is a person’s feelings of pleasure or disappointment resulting from comparing a product’s (employee’s)perceived performance in relation to meeting Customer’s (Hiring Manager’s) expectations. “Meeting Expectations”

Loyalty is a deeply held commitment to prefer a product or service despite situational influences and marketing efforts having the potential to cause switching behavior. “Exceeding Expectations”

Satisfaction versus Loyalty

Move your value proposition from “meeting” to “exceeding” the hiring manager’s expectations.

Creating Loyalty

CreatingYour Brand

What is your Unique Sales Proposition?

“A name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.”

What is your Brand?What does it say about you?What is your value?What makes you different?

What is a Brand?

Your Unique Selling Proposition (USP) is the added value you endow on yourself, which reflects the way the hiring manager thinks, feels, and acts about your candidacy.

What is a Unique Selling Proposition?

Create your own USP so the hiring manager can differentiate you from all of the other candidates.

1. Should call attention to your differences from other candidates.

2. Can be based upon yourA. KnowledgeB. SkillsC. ExperienceD. CompetencyE. Ability to exceed expectations

3. Reinforces the hiring manager’s perception, preferences, and behavior toward you.

Your Unique Selling Proposition

I am the hiring manager. Human resources has given me five resumes to review. All candidates on paper appear to have similar credentials.

I am now interviewing you.

What can you tell me that convinces me are better candidate?

Why should I hire you over the other job seekers?

Ponder This

The act of designing your offering and image to occupy a distinctive place in the mind of the hiring manager.

Positioning

USP Examples

Company (Product)

Target Customers Key BenefitPrice Premium

Value Proposition

PerdueQuality-conscious consumers

Tenderness 10%More tender golden chicken at a moderate price

VolvoSafety-conscious upscale families

Durability and safety

20%The safest, most durable wagon in which your family can ride.

Domino’sConvenience-minded pizza lovers

Delivery speed and good quality

15%A good hot pizza, delivered promptly to your door, at a moderate price.

Burger King

Bored Hamburger lovers

Have it your way

5%Customize how you want your hamburger.

Differentiation is the process of designing and creating a perception so that hiring managers see you as being different from competing candidates.

A. When candidates cannot be differentiated easily, the key to your competitive success may lie in adding valued skills and ideas to your portfolio.

B. Well-considered candidates exhibit six characteristics: competence, courtesy, credibility, reliability, responsiveness, and have the ability to communicate.

C. An effective image also establishes the candidate’s character and value proposition.

Differentiation

AdvertisingGetting Noticed

“The best advertising is done by satisfied customers.”

Philip Kotler

Managing Advertising

Create a network of friends and family.

Marketing Communications Mix

Advertising

PublicitySales Force(Recruiters)

Direct/Interactive Marketing

Word-of-Mouth

Sales Promotion

Design Communications

What to say?(Message Strategy)

Who is your target?

(Message Audience)How to say it? (Creative Strategy)

Advertising Objectives

Remind

Inform

Reinforce

Persuade

Reach, Frequency, and Impact

Frequency

Impact

Identify the Target Audience

Human Resources

Recruiters

Decision Maker or

Influencers

Multichannel Job SearchInternet Job Boards

Telemarketing

Direct Mail

Sales Force (Recruiters)

1. Core benefitsA. What problem or need do you solve?

2. Basic productA. What are your features (bells and whistles)?

3. Minimal ExpectationsA. Can you meet the job’s qualifications?

4. Exceeds ExpectationsA. Can you do more than expected?

5. PotentialA. Why are you the right candidate?

Five Levels of Your Cover Letter

Your cover letter and resume only gets your foot in the door. You need to get that interview.

Role of Recruiters1. Advantages

A. ContactsB. ExperienceC. SpecializationD. Scale of

operation2. Disadvantages

A. Looking for Clones

B. Employer’s Agent

C. Narrow FocusD. No Loyalty

Internet Job Boards

Corporate Recruiters

Independent Recruiters

Salary Strategy

1. Industry

2. Company

3. Supply and

Demand

4. Competition

5. Your Experience

What are you trying to achieve?

What are your short term and long term goals?

Positioning adds to the perception of what you are worth.

Elements Affecting Salary

1. Product Utility is the benefits or value the candidate provides the hiring manager.

2. How will the hiring manager measure your worth?

Analyzing Salary Offers

“A”“B”

Worth to Hiring Manager

Reaction

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