You’ve read the guides and know the key things you should be doing for your job search. You spend over 30 hours a week researching opportunities on job boards, sending your error-free resume and finding and attending career fairs and professional networking events. You even have a well-practiced elevator pitch to succinctly tell that brand new industry contact all about your credentials and what you are looking for in your next opportunity. So why haven’t you landed a new job?
If you’ve been diligent about your search, chances are you are following a checklist of activities to do everything possible to find your next position. However, it may be time to ask yourself if you are just running through the motions of your search and “checking the box” on these activities, or if you are approaching your search like a true marketeer.
What’s a Marketeer?
We know that marketers use strategies such as product placement, advertising, public relations, brand management and social media promotion to sell goods and services to consumers. Similarly, the word marketeer is defined by Merriam-Webster as “a specialist in promoting or selling a product or service.”
However, much more than the literal definition, the word marketeer conjures images of a champion marketer who will stop at nothing to ensure that the product for sale is seen as a necessity by the consumer. And, a career marketeer would apply those same strategies and promotion principles to ensure that he or she is seen as a necessity to an employer.
Be a Marketeer
To be a career marketeer, you must determine what is working well in your job search and what needs to be implemented. Take the following steps to maximize your success in finding a new opportunity:
Conduct a self-analysis of all of your promotional channels – including you!
– Audit your job search documents, social networking profiles and all promotional tools to ensure that they are concise and contain action words and achievements to convey high energy. Your resume, cover letters, social networking profiles and personal interactions all must drive engagement and buy-in from others. Clean up imperfections, misspellings and get rid of irrelevant information.
– Analyze your process to maximize your time spent on job-searching activities. Don’t spend 6 hours a day online searching for opportunities if you aren’t getting feedback. Instead align your actions with what is generating a positive response. And if nothing is generating a response – test the market and increase your networking.
Test the market and increase your networking.
– Ask a few trusted contacts to spend 10 minutes reviewing your resume, LinkedIn and social media profiles and in-person interview attire. Then ask them for 3 candid tips on how to improve your presence online and in-person.
– Do more than just attend a career fair or networking event. Research industry topics and engage at least 3 new contacts in relevant discussion. Volunteer to chair an industry-related committee or lead a project. Follow up, and follow through.
– Help them help you. Ask your contacts if you can help them with a project – and then do so enthusiastically. You may meet a new contact, but the better benefit is being useful which can reinvigorate you and your job search.
Promote your brand in all interactions – and then align it with the opportunity pipeline.
– Build your brand. In 1997, Tom Peters wrote a great article for Fast Company magazine that highlighted the necessity of personal branding entitled “The Brand Called You.” Reference his article for ways to create and promote your brand.
– Prepare to “wow” during your next elevator pitch and interview. Instead of reciting your abilities and desires in your elevator pitch, align your profile with the available opportunity. In other words, know your audience and show how your brand is important to helping them achieve their goals.
– Rally people around you by bringing energy to all of your interactions and staying positive. Infusing excitement and camaraderie will leave a lasting impression and will increase your chances of being remembered when it comes time to hire.
Most importantly, after you do land your new job, carry your marketeer perspective into the workplace to ensure a successful start and future growth opportunities!