marketing yourself: how to find your next job
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© Scott Hample 2014 1
Marketing YourselfTechniques in Finding Your Next Job
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What is Marketing?
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“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
Textbook Definition
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If you think about it, you are actually marketing yourself to potential employers.
What is Marketed?
Places
People
ServicesGoods
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Market PlanDefining Goals and Objectives
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Marketing Plan
Directs and coordinates your marketing efforts to land that new job. 1. Develop your plan
A. List job titles you seekB. What are your competencies?C. Which Industries and Firms?D. Refine a Unique Selling PropositionE. SWOT AssessmentF. Advertising planG. Salary considerationsH. GeographyI. Knowledge, Skills, Abilities
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Your Marketing Mix Understanding the Four Ps
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The Four Ps
E
Place Product
Price Promotion
Your Solution
Your Salary
Your Responsibiliti
es
Your Advertising
Prospective Employer
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Your SWOT Analysis
What are your:S STRENGTHS Internal Analysis
W WEAKNESSES Internal Analysis
Your Competition:O OPPORTUNITIES External Analysis
T THREATS External Analysis
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Three Step Process of: 1. Name your target markets
A. By Job TitleB. By FunctionC. By Geographic Location
2. Segment prospective employers A. By Industry B. By CompanyC. By SizeD. By CultureE. Financial stability
3. Match your Knowledge, Skills, and Abilities to the employers needs.
Market Segmentation
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Marketing ResearchGathering Intelligence
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Your Info Needs1. Issues and Trends
A. IndustryB. Company
2. Company Structure3. Company Demos
A. Annual SalesB. Number of
EmployeesC. Products/ServicesD. Ownership
4. Financial Strength
Marketing Research Process
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Marketing IntelligenceRead News and Trade Publications
Meet with customers, suppliers, distributors, and other employees
Monitor Internet and social media sites
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Analyzing Hiring Managers
Buyer Behavior
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The Employer’s Decision Process
1. Realizes a need for a new employee2. Searches for potential candidates3. Evaluates the value of each candidate4. Makes an offer to the best candidate5. Wonders if the right person was hired
Make sure you are offering a value proposition to the hiring manager.
“I need…”
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Key Organizational Buying Criteria
Employers use some of these factors when choosing an employee.
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Employers’ Psychological Influences
Wants
Needs
Drives
Employers seek benefits to match their needs and wants!
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1. The Hiring Manager A. Has a stimulus to reduce a need B. Seeks to satisfy a needC. Identifies required benefits and traitsD. Views candidates as a bundle of attributes
with varying abilities to satisfy the needE. Fulfills the need by choosing
based on his/her perceptions
Include a value proposition during your interview.
Basic Concepts Underlying the Candidate Evaluation Process
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Hiring Manager’s Perception
Selective Attention
Selective Retention Selective Distortion
Subliminal Perception
Remember this in your interview.
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Some Business Hiring Participants
InfluencerDeciderInitiator/
Users
Buyers GatekeeperApprover
Identify where in the process are you.
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Hiring Center Influences
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?
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Creating Employer Value,
Satisfaction, and LoyaltyGetting Hired
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Employee cost Monetary cost Time cost Energy cost Psychic cost
Employee value Knowledge value Skills value Leadership value Image value
Weighing Your ValueEmployers use many factors in determining who to hire.
Can you articulate a value proposition?
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Satisfaction is a person’s feelings of pleasure or disappointment resulting from comparing a product’s (employee’s)perceived performance in relation to meeting Customer’s (Hiring Manager’s) 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”
Satisfaction versus Loyalty
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Move your value proposition from “meeting” to “exceeding” the hiring manager’s expectations.
Creating Loyalty
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CreatingYour Brand
What is your Unique Sales Proposition?
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“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?
What is a Brand?
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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.
What is a Unique Selling Proposition?
Create your own USP so the hiring manager can differentiate you from all of the other candidates.
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1. Should call attention to your differences from other candidates.
2. Can be based upon yourA. KnowledgeB. SkillsC. ExperienceD. CompetencyE. Ability to exceed expectations
3. Reinforces the hiring manager’s perception, preferences, and behavior toward you.
Your Unique Selling Proposition
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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?
Ponder This
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The act of designing your offering and image to occupy a distinctive place in the mind of the hiring manager.
Positioning
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USP Examples
Company (Product)
Target Customers Key BenefitPrice Premium
Value Proposition
PerdueQuality-conscious consumers
Tenderness 10%More tender golden chicken at a moderate price
VolvoSafety-conscious upscale families
Durability and safety
20%The safest, most durable wagon in which your family can ride.
Domino’sConvenience-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.
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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 candidate’s character and value proposition.
Differentiation
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AdvertisingGetting Noticed
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“The best advertising is done by satisfied customers.”
Philip Kotler
Managing Advertising
Create a network of friends and family.
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Marketing Communications Mix
Advertising
PublicitySales Force(Recruiters)
Direct/Interactive Marketing
Word-of-Mouth
Sales Promotion
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Design Communications
What to say?(Message Strategy)
Who is your target?
(Message Audience)How to say it? (Creative Strategy)
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Advertising Objectives
Remind
Inform
Reinforce
Persuade
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Reach, Frequency, and Impact
Reach
Frequency
Impact
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Identify the Target Audience
Human Resources
Recruiters
Decision Maker or
Influencers
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Multichannel Job SearchInternet Job Boards
Telemarketing
Direct Mail
Sales Force (Recruiters)
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1. Core benefitsA. What problem or need do you solve?
2. Basic productA. What are your features (bells and whistles)?
3. Minimal ExpectationsA. Can you meet the job’s qualifications?
4. Exceeds ExpectationsA. Can you do more than expected?
5. PotentialA. Why are you the right candidate?
Five Levels of Your Cover Letter
Your cover letter and resume only gets your foot in the door. You need to get that interview.
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Role of Recruiters1. Advantages
A. ContactsB. ExperienceC. SpecializationD. Scale of
operation2. Disadvantages
A. Looking for Clones
B. Employer’s Agent
C. Narrow FocusD. No Loyalty
Internet Job Boards
Corporate Recruiters
Independent Recruiters
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Salary Strategy
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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.
Elements Affecting Salary
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1. Product Utility is the benefits or value the candidate provides the hiring manager.
2. How will the hiring manager measure your worth?
Analyzing Salary Offers
“A”“B”
Worth to Hiring Manager
Reaction
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