Page 30 - Rana Sampson Issue (1)

Let Marketing Help Your Job Search

By Rob Weinberg

Whether the job market is an ancient nemesis or beckons anew, • Not using cartoon
marketing can improve your odds for finding new employment. stamps on the enve-
Because if ever marketing can help you, it’s during a job search. So lope (unless the job’s
while I’m not a professional job counselor (I defer to the HR experts at Disney)
at Performance Partners of San Diego for that title), certain market- Of course, flashy
ing techniques should help you improve your professional life. marketing doesn’t
Let’s review the basics: work every time. But
• Marketing gets you in the door, but won’t close the deal. targeting the right au-
• Good sales people sell themselves. dience, structuring the
•You must distinguish yourself from the competition. right message, having
• People do business with people they know, like and trust. realistic timelines and
First determine your objective. Broadway producer Robert Merrill budgets, and finding
said; “If you can’t write your idea out on the back of my business ways to be considered
card, it’s not a well thought-out idea.” Before starting anything, find unique, should make
the ball you need to keep your eye on. Do you want to move to your campaign effec-
another department, another company, or another country? Time tive.
for another career direction, perhaps? If so, are your existing skills Good luck!
adequate or do you need more training?
Next develop your marketing plan. Today’s job market requires a
mix of media, combining personal networking (telemarketing); cold Rob Weinberg is a
call letters (direct marketing); a strong cover letter (sales pitch); a Madison Avenue
web-based portfolio and social networking (online presence); help veteran and principal
available ads (print, pay per click); and something to make your of The MarketBuilding
interview more memorable (sales promotion). Team – a strategic
30 Word-of-mouth remains the best marketing tool, though a multi-me- marketing firm based
dia presentation might also get you noticed. And building relation- in Rancho Bernardo, CA. You can get his advice through a free
ships with recruiters make them your commission-only sales force. newsletter, a weekly marketing advice column, or by hiring him
Find a way to stand out of the crowd. My friend Scott wanted a as a part-time marketing executive. You’ll find him online at www.
high-level sales position, sent his future boss a sledge hammer with marketbuilding.com.
a note saying “I’ll knock down doors for you,” and was hired that
same day.
Remember - YOU are the product
being sold here, and clever com-
mercials won’t make the long-term
sale unless you deliver on the
promise. Make every word on your
brochure (resume) count - zero fluff, and
NO LIES!!! Prospective employers check
credentials closely, looking for reasons
to disqualify you from the candidate
pool. And don’t fabricate degrees or
extend job tenures to cover up career
gaps – address them in the cover letter.
People are forgiving if you’re straight
with them.
Third, implement your plan. Explore new
markets and geography. Expand your
message to complementary audiences.
Take your donut shop management skills
and supervise a pizza parlor.
Finally, don’t forget little touches that
round out the impression you’re making,
including:
• Dressing professionally for any level
job
• Printing your introductory letter on
nice quality stationery that matches the
resume
• Sending a follow-up note
March/April 2011