By Pat (Lp) Camozzi
Marketing Instructor
Centre for Continuing Education
School of Extended Learning
Concordia University
lpcamozzi@gmail.com
In these very competitive times for employment, students might want to consider applying some basic marketing principles to their job search.
As an advertising practitioner since 1975, I’ve seen many changes in the business world. With the increased use of the internet, change has become exponential. It’s challenging to keep pace but it’s also something that keeps me motivated as a marketing instructor. I can learn something new from my students every day!
Despite the many networking opportunities emerging online, I would like to throw one caution out to jobseekers. It’s very easy to get caught up in the rush to Google, Facebook, Monster, Twitter, Linkin, Plaxo and God knows how else you can network and job search online. But before you do, take some time to think about how you are going to market yourself.
First and foremost what sets you apart from the hundreds of resumes that will land on a human resource person’s desktop every day? What makes you different? What makes you stand out? What exactly are you offering to the prospective “buyer?” In other words how are you “positioning” yourself? Because you are the “product.”
Once you’ve got your “product positioning” figured out you should also have a “value proposition” for your prospective employer. What “price” are you prepared to accept for your shot at your chosen career path? Hint. Accept less to start. You’ve got a long working “life cycle” ahead of you and getting in the door is the hardest part. Be patient but have a long term “vision.”
Before you blog, chat or post a photo of yourself online, think how you are “packaging” yourself in this very public domain? Will your funky, weekend shades appeal to accountant you want to work for? Even if she wears them too, it’s doubtful. On the other hand, if you are applying for a creative job, they might.
If you are fortunate to be granted an interview your resume must have jumped out in some creative way. Before you get to the interview (on time) conduct some “market research” on the company. With the vast amount of information online today, there is absolutely no excuse for not knowing the company you want to work for inside out. That same market research will help you develop some killer questions that will an impress and “promote yourself” to the employer. And by the way, if you do not “ask for the order,” you will not “sell” your “product.”’
Today is a “buyers market” so only the very best marketed and connected individuals will get that elusive job. Note that I did not say the best individuals. It’s a sad but true fact that good people often lose out to those who have marketed themselves better or have a good “word of mouth” referral. But you can’t argue with their success. And you can’t argue with the fact that they established a better “customer relationship” with the employer before, during and after the interview.
As a final note, I’d like to offer a word of encouragement to all students. That word is “demographics.” Simply translated, it means that young people who manage to break into the job market have nowhere to go but way up! And fast. Because aging boomers like me are going to pushing daisies in vast numbers before you know it.
To give yourself an edge in today’s job market, put together a personal marketing plan first. If you need extra help, you can always take my Principles of Marketing course. Lessons learned here could help jump-start your job search on whatever career path you’ve chosen to take.
