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Your Job Search Is A Marketing Campaign (Part 2)
Here's a continuation of my article from a few months back on how the successful job search is really just a personal marketing campaign. To recap, the same marketing techniques that have sell billions of dollars worth of products and services on TV, in print and via direct mail can also help you find a job. All you have to do is look at the advertisements you see with an eye toward borrowing their best ideas for your job search. Here are three ways to do that, and get hired faster by emulating successful marketing. 1) Define Your Target Market Smart marketers don't try to sell to everyone. Instead, they clearly define their ideal prospects in terms of age, income, hobbies, etc. Then, they create advertisements that appeal to them directly. Example: McDonald's wants to be the #1 choice for children, so they target them by advertising Happy Meals with toys based on popular movies. Result? Kid sees toy on TV, kid pesters parent, parent takes kid to McDonald's. You can do the same with your job search. Define, in as much detail as possible, the kind of work you want to do and the company you want to do it for. Then write your resumes and cover letters to appeal to that target market. Speak the language and say what they want to hear. Leave everything else out. Focusing on a "target market" this way will bring immediate clarity to your search for the perfect job. And it will give you an edge over approximately 80% of other job seekers, who really have no specific idea of what they're looking for. 2) Develop a USP A USP, which stands for unique selling proposition, is at the heart of all successful marketing. Any business that can't answer the question, "What can I get from you that I can't get from your competition?" won't be in business for long. FedEx ("When it absolutely, positively has to be there overnight"), Domino's Pizza ("Fresh, hot pizza delivered in 30 minutes, or it's free"), and Avis ("We try harder") all built billion-dollar businesses on a good USP. To develop your USP, answer this simple question: "Why should I hire you and not the other guy?" Simple, yes. Easy, no. But you absolutely, positively can NOT expect busy employers to figure out your unique value. You must do that thinking for them. Avoid trite claims like, "I'm hard-working and trustworthy." That's not unique. (And it could also describe a good hunting dog.) Instead, focus on your unique combination of skills, knowledge and experience. Example USP: "With five years of helpdesk experience supporting 400 users on three sites, I've seen and solved just about every problem imaginable. In college, I completed officer's training as an ROTC student while earning my MIS degree. This gives me a broader range of technical, leadership and problem-solving skills than typical applicants." Here's a fill-in-the-blank statement for you to complete. When you do, you'll have your USP -- "Because of my ________, I can do ________ for you better than typical applicants." 3) Contact Employers Repeatedly It's an old saw in advertising that you must contact prospects at least 7 times before they will buy. Why? Mainly because people are busy, and easily distracted by the hundreds of marketing messages they get every day. It's the same in your job search. Employers are easily distracted by hundreds of resumes and may lose sight of yours. Or they may not understand your true value the first time you contact them. By reaching out and touching employers at least 7 times (unless they tell you to go away), you demonstrate the following: * you are persistent, * you can manage details, * you really, really like them and want to work for them. As a result, you'll gain an edge over other candidates who sit back and wait for the phone to ring. Warning: do not contact employers seven days in a row (that's stalking), or send them the same follow-up letter seven times (that's lazy). Instead, give employers one more reason to hire you with each email, fax, letter or phone call. Examples: you could share a new bit of market research, or a proposed solution to a problem they're having. Be creative and prove you can do the job with each contact. Now, go out and make your own luck! Kevin Donlin is President of Guaranteed Resumes. Since 1996, he and his team have provided resumes, cover letters and online job-search assistance to clients in all 50 states and 23 countries. Kevin has been interviewed by USA Today, CBS MarketWatch, The Wall Street Journal's National Business Employment Weekly, CBS Radio, and many others. As a reader of this publication, you're eligible for a special offer. Get your Free Job Search Kit ($25.00 value) at the Guaranteed Resumes Web site - http://www.gresumes.com
MORE RESOURCES: Meet Native American Veterans where they live with a VA career VA.gov Home | Veterans Affairs Careers | Career Opportunities West Virginia University Corporate Lowe's I moved to Alaska after college for a job. I lost all my friends because I put my career first. Business Insider Jobs City of Rochester (.gov) 15 Companies Offering Health Insurance to Part-Time Workers U.S News & World Report Money Careers at TWU Texas Woman's University Careers Catholic University Communications Careers at CMS CMS Recruitment St John's University News Careers at FEMA FEMA Physicians are the nation’s top earners – a slideshow Medical Economics Jobs and Training at FDA FDA.gov Jobs at Liberty University Liberty News Careers at VA VA.gov Home | Veterans Affairs City of Tampa Careers City of Tampa Job Seekers University of Illinois Urbana-Champaign Healthcare Jobs at Novant Health | Novant Health Novant Health Careers BASF Careers at University of Missouri Health Care | University of Missouri Health Care jobs University of Missouri Health Care Nursing jobs VA.gov Home | Veterans Affairs Career Opportunities UMHB Jobs at BCA Minnesota Department of Public Safety Careers | Human Resources The Seattle U Newsroom - News, stories and more Statement by Acting Secretary of Labor Julie Su on October jobs report US Department of Labor Careers at Union | Human Resources Union College Careers Washington State University Employment Services American Mathematical Society Recruiters urge candidates to use AI to apply for jobs Financial Times US employers added just 12,000 jobs last month as hurricanes and strikes sharply reduce payrolls The Associated Press Working for ICE U.S. Immigration and Customs Enforcement Newsroom October 2024 jobs report: How two major hurricanes, labor strike might affect the numbers - NBC News UF Health Careers UF Health - University of Florida Health Work for Us (U.S. National Park Service) National Park Service Careers at Prairie View A&M University Prairie View A&M University Job Search Results UnitedHealth Group UN COMMON CAREERS VCU Health Career Opportunities Gilead Sciences Employment | Department of Corrections Governor Tom Wolf Careers S&P Global Careers Medline Reservists (On-Call) FEMA Job Opportunities Bellevue School District How to Apply FEMA Work at Syracuse University Syracuse University Careers Micron Jobs report on eve of election will be among the most muddled in years The Associated Press Careers at Discovery Education Discovery Education Join our team FHI 360 Careers KPMG Career Development PRSA Careers Boys & Girls Clubs of America Careers The Guggenheim Museums and Foundation Careers at Air Liquide Air Liquide Internship Opportunities | Careers Boston Consulting Group What Trump's election victory means for job seekers Business Insider Search & apply for jobs Boehringer Ingelheim Careers at Jacobs Jacobs Careers in A&O Shearman Students and graduates JPMorgan Chase Work At Chess.com Chess.com Careers Oregon WildBlog Green Jobs King County Highest-Paying Engineering Careers in 2024 University of North Dakota The Best Jobs in America in 2024 U.S News & World Report Money Mental health at work World Health Organization The 10 jobs that landed the biggest pay rises in financial year 2024 The Australian Financial Review 20 Careers With the Most Job Security Right Now U.S News & World Report Money Jobs and careers | Veterans Affairs Veterans Affairs Benefits for the whole you Accenture Revised figures show annual U.S. job growth was much lower than previously reported Los Angeles Times JobFeed NSW Department of Education Why Employees Quit HBR.org Daily Statement by Acting Secretary of Labor Su on January jobs report US Department of Labor Two unis walking the career path alongside graduates The Australian Financial Review |
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