Marketing Yourself: How to Find Your Next Job

Download Marketing Yourself: How to Find Your Next Job

Post on 31-Oct-2014




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Learn how to create value in your job search through the same processes companies use to market their product or service. The other focus of the session will be how to frame and enable a sustainable competitive advantage over the many others applying for the same position. Specifically, topics included in the session will include: Creating a Marketing Plan Developing your Unique Selling Proposition (USP) Applying the 4 Ps of Marketing in Your Job Search Market Researching your prospective employer Branding Yourself Meeting and exceeding the prospective employer's needs


1. Techniques in Finding Your Next Job Scott Hample 2014 1 2. 2 Scott Hample 2014 3. Scott Hample 2014 3 4. 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 4 Scott Hample 2014 5. If you think about it, you are actually marketing yourself to potential employers. Places People Services Goods 5 Scott Hample 2014 6. Defining Goals and Objectives Scott Hample 2014 6 7. Directs and coordinates your marketing efforts to land that new job. 1. Develop your plan A. List job titles you seek B. What are your competencies? C. Which Industries and Firms? D. Refine a Unique Selling Proposition E. SWOT Assessment F. Advertising plan G. Salary considerations H. Geography I. Knowledge, Skills, Abilities 7 Scott Hample 2014 8. Understanding the Four Ps Scott Hample 2014 8 9. E Place Product Price Promotion Your Solution Your Salary Your Responsibilities Your Advertising Prospective Employer 9 Scott Hample 2014 10. What are your: S STRENGTHS Internal Analysis W WEAKNESSES Internal Analysis Your Competition: O OPPORTUNITIES External Analysis T THREATS External Analysis 10 Scott Hample 2014 11. Three Step Process of: 1. Name your target markets A. By Job Title B. By Function C. By Geographic Location 2. Segment prospective employers A. By Industry B. By Company C. By Size D. By Culture E. Financial stability 3. Match your Knowledge, Skills, and Abilities to the employers needs. 11 Scott Hample 2014 12. Gathering Intelligence Scott Hample 2014 12 13. Your Info Needs 1. Issues and Trends A. Industry B. Company 2. Company Structure 3. Company Demos A. Annual Sales B. Number of Employees C. Products/Services D. Ownership 4. Financial Strength 13 Scott Hample 2014 14. Read News and Trade Publications Meet with customers, suppliers, distributors, and other employees Monitor Internet and social media sites 14 Scott Hample 2014 15. Buyer Behavior Scott Hample 2014 15 16. The Employers Decision Process 1. Realizes a need for a new employee 2. Searches for potential candidates 3. Evaluates the value of each candidate 4. Makes an offer to the best candidate 5. Wonders if the right person was hired Make sure you are offering a value proposition to the hiring manager. I need 16 Scott Hample 2014 17. Key Organizational Buying Criteria Employers use some of these factors when choosing an employee. 17 Scott Hample 2014 18. Wants Needs Drives Employers seek benefits to match their needs and wants! 18 Scott Hample 2014 19. 1. The Hiring Manager A. Has a stimulus to reduce a need B. Seeks to satisfy a need C. Identifies required benefits and traits D. Views candidates as a bundle of attributes with varying abilities to satisfy the need E. Fulfills the need by choosing based on his/her perceptions Include a value proposition during your interview. 19 Scott Hample 2014 20. Selective Attention Selective Retention Selective Distortion Subliminal Perception Remember this in your interview. 20 Scott Hample 2014 21. Influencer DeciderInitiator/ Users Buyers GatekeeperApprover Identify where in the process are you. 21 Scott Hample 2014 22. 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? 22 Scott Hample 2014 23. 23 Scott Hample 2014 24. Getting Hired Scott Hample 2014 24 25. Employee cost Monetary cost Time cost Energy cost Psychic cost Employee value Knowledge value Skills value Leadership value Image value 25 Employers use many factors in determining who to hire. Can you articulate a value proposition? Scott Hample 2014 26. Satisfaction is a persons feelings of pleasure or disappointment resulting from comparing a products (employees)perceived performance in relation to meeting Customers (Hiring Managers) 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 26 Scott Hample 2014 27. Move your value proposition from meeting to exceeding the hiring managers expectations. 27 Scott Hample 2014 28. What is your Unique Sales Proposition? Scott Hample 2014 28 29. 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? 29 Scott Hample 2014 30. 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. Create your own USP so the hiring manager can differentiate you from all of the other candidates. 30 Scott Hample 2014 31. 1. Should call attention to your differences from other candidates. 2. Can be based upon your A. Knowledge B. Skills C. Experience D. Competency E. Ability to exceed expectations 3. Reinforces the hiring managers perception, preferences, and behavior toward you. 31 Scott Hample 2014 32. 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? 32 Scott Hample 2014 33. 33 Scott Hample 2014 34. The act of designing your offering and image to occupy a distinctive place in the mind of the hiring manager. 34 Scott Hample 2014 35. Company (Product) Target Customers Key Benefit Price Premium Value Proposition Perdue Quality-conscious consumers Tenderness 10% More tender golden chicken at a moderate price Volvo Safety-conscious upscale families Durability and safety 20% The safest, most durable wagon in which your family can ride. Dominos Convenience-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. 35 Scott Hample 2014 36. 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 candidates character and value proposition. 36 Scott Hample 2014 37. 37 Scott Hample 2014 38. Getting Noticed Scott Hample 2014 38 39. The best advertising is done by satisfied customers. Philip Kotler Create a network of friends and family. 39 Scott Hample 2014 40. Advertising Publicity Sales Force (Recruiters) Direct/Interactive Marketing Word-of-Mouth Sales Promotion 40 Scott Hample 2014 41. What to say? (Message Strategy) Who is your target? (Message Audience) How to say it? (Creative Strategy) 41 Scott Hample 2014 42. Remind Inform Reinforce Persuade 42 Scott Hample 2014 43. Reach Frequency Impact 43 Scott Hample 2014 44. Human Resources Recruiters Decision Maker or Influencers 44 Scott Hample 2014 45. Internet Job Boards Telemarketing Direct Mail Sales Force (Recruiters) 45 Scott Hample 2014 46. 1. Core benefits A. What problem or need do you solve? 2. Basic product A. What are your features (bells and whistles)? 3. Minimal Expectations A. Can you meet the jobs qualifications? 4. Exceeds Expectations A. Can you do more than expected? 5. Potential A. Why are you the right candidate? Your cover letter and resume only gets your foot in the door. You need to get that interview. 46 Scott Hample 2014 47. 1. Advantages A. Contacts B. Experience C. Specialization D. Scale of operation 2. Disadvantages A. Looking for Clones B. Employers Agent C. Narrow Focus D. No Loyalty Internet Job Boards Corporate Recruiters Independent Recruiters 47 Scott Hample 2014 48. Scott Hample 2014 48 49. 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. 49 Scott Hample 2014 50. 1. Product Utility is the benefits or value the candidate provides the hiring manager. 2. How will the hiring manager measure your worth? Worth to Hiring Manager Reaction 50 Scott Hample 2014 51. 51 Scott Hample 2014