Marketing YourselfInto Your First Job

a Blue Bridge presentation toSeattle Pacific University seniors during Life After College week

12 January 2015

Today’s Agenda• Introduction of career coach Elizabeth Atcheson• Strategy and marketing: key components of

career development• What are your marketing communications

tools?• Networking and informational meetings: 95% of

you will land jobs through this process• Thanking and follow-up: THE SECRET SAUCE• Q&A

Where You Are Now…

• You have done some career assessment using the resources of the Center for Career and Calling

• You have an interim strategy

SO……You are ready

to start marketing yourself!

FIRST: Develop your INTERIM Personal Narrative

Your “elevator pitch”A few sentences that frame you and what

you’re exploringShould highlight your field, your interests,

your theme, your focus – what fascinates you

Content: how you got here, what you want to do next, and what you hope for from them (your “ask”)

Four Elements of YourPersonal Narrative

[see handout]

1) Your year and major at SPU, and your special interest within major area

2) Any experience that demonstrates “boots on the ground” in your interest area

3) The field you’re exploring/learning about4) Your ask: Do you happen to know anyone who

works in [communications, physical therapy, web development, etc.] I could talk to?

Woven into your narrative: Your Positioning

Definition: Positioning is a concise summary of...

the key attributes of a product/service...

that differentiate it from the competition

YOU are a product being introduced to the job marketplace

So you must know your

key differentiating attributes

Tip: Your STRENGTHS Differentiate You

• Personal qualities like patience• Special abilities like fluency in a language• Training or education (your MAJOR!)• Experience in a particular field related to your major• Enjoyment of something most people despise• Detail orientation or ability to focus• Excellent people skills• Flexibility in your personal life (e.g., to travel)

Include your positioning (i.e. what makes you different) in your LinkedIn “headline” or

your resume Summary

Karl TelanderSenior at Seattle Pacific University majoring in

Accounting with internship experience in Accounting Office of Casa Latina and excellent

Spanish conversation skills

Include your positioning (i.e. what makes you different)

in your LinkedIn “headline” or your resume Summary

Amanda JennioSenior at Seattle Pacific University majoring in

Communications with internship experience in development office of non-profit and

excellent writing skills

Helpful Hintsto create your positioning

1) Look at your STRENGTHS2) Ask yourself: what DIFFERENTIATES you from

other likely job/career-seekers in your competitive space?

3) Phrase and frame – you’re responsible for what people think of you

4) Be honest – always! Don’t exaggerate – ever!

“Born in conservation”….phrase and frame

Marketing YOU:Your Marketing Communications

The basics....make them professional!

• Your recorded phone greeting (smile, stand up) • The way you answer your phone (smile, professional)• Your email address (not foxylady@hotmail.com, not

hotmail or AOL or Yahoo, per recruiters) – your NAME is your BRAND – use it in WHOLE FORM in your email address, to help them remember your name

• Your email signature – email, cell number, link to public LinkedIn profile (and summary statement?)

Key Tool in Your Marketing Toolbox:Your Online Profile and Visibility

Who you “are” online is increasingly important in career development, because…

The first thing people do is Google you You can build a reputation that precedes

you and lays the groundwork for a relationship or career opportunity

You can be intentional about what you want people to know about you… AND…

Key Tool in Your Marketing Toolbox:Your Online Profile and Visibility

Who you “are” online is increasingly important in career development, because…

Recruiters and hiring managers will be able to find YOU!!

Your Online Profile and Visibility:Facebook, Google, and LinkedIn

These are the Three Big Dogs, so…

Clean up Facebook presence; check privacy settings; if you’re tagged in an uncomfortable photo, un-tag yourself and/or ask person to remove photo

Google yourself and correct or remove anything inaccurate if possible

Heighten Your Online Presence:LinkedIn To-Do’s

Create a LinkedIn profile using your “master” resume Make your LinkedIn headline consistent with your

Personal Narrative and Personal Positioning Choose setting that makes it public (anyone can see

it) so recruiters can find you Choose setting that does NOT announce to the world

every tweak you make Use “Skills” section to spotlight skills that will be most

valuable to prospective employers

Heighten Your Online Presence:LinkedIn To-Do’s: Your PHOTO

SmilingWearing professional clothingNot a “party photo”…and be SEVEN times more likely to be

contacted!

Heighten Your Online Presence:LinkedIn To-Do’s – direct from LinkedIn

• Master resume >>> LinkedIn >>> take FREE LinkedIn webinar for job-seekers: https://help.linkedin.com/app/answers/detail/a_id/530/~/linkedin-learning-webinars

• Join relevant (field-specific)LinkedIn groups and post to them

• Use LinkedIn’s Job Search Tips: http://bit.ly/10F9Gi7

• Take LinkedIn webinar for job-seekers – once a month!

HONE Your Online Presence

Position yourself towards the FUTURE

job or career or field you’re aiming for…

rather than your past

Why do you need to network and set up informational meetings?

“What is the value I could bringto a prospective employer?”

95% of jobs are found

through

Informational Interviewing

Is that a high enough percentage for you?

95% of jobs are found

through Networking and Informational Interviewing

…Jobs are created with you in mind…You become a vulture before the job is posted

…You get into the interview pool

Networking = Connecting with People

• Friends and family• Everyone you know on Facebook, LinkedIn• Current and past colleagues• Acquaintances from the gym, corner store• Staff at trade associations in your target field• Alumni and career offices of S.P.U.• …um, pretty much EVERYONE – see p. 28-29 of

your Center for Career and Calling booklet

What are the goals of networking?

• Spread the word that you’re exploring• Practice your personal narrative• Refine your resume, LinkedIn, etc.• Get emotional and practical support and

guidance• Introduce you to people you can contact

for an informational interview

WHY is networking scary??

WHY is networking scary??1) Don’t know how to get started2) Don’t know what to say3) Feel intimidated by more experienced people4) Feel you have nothing to offer5) Feel like a fraud or impostor because you have no

affiliation other than being a student6) Feel you’re asking for something but have nothing to

give in return

To address “feeling” items 3, 4, 5, and 6: You’re More Solid Than You Think

• You’ve completed some self-assessment and reflection

• You’ve got (hopefully) some experience in a field you’re interested in

• Your coursework has prepared you to work in one or more fields….

• …and most importantly….

You’re More Solid Than You Think

• You’re a young person and people WANT to help young people!• Repeat this to yourself as often as you

need to: you’re giving THEM an opportunity to do something they want to do

So… LOSE THE GUILT!

[SEE HANDOUT]

How to Get Started: TIPSAttend networking events with a

friendSmile and introduce yourselfAsk a question or two

“What brings you to [this event]?” “Are you an SPU alum?” [and follow up!]

Use their name, to remember it

How to Talk About Yourself

It’s easier to talk about yourself...

...when you have something to say

How to Talk About Yourself

It’s easier to talk about yourself......when you have something to say

And you have that on lock!(your personal narrative)

You will be talking to many, many people….

So… Create it Now: Tracking System for Your Professional Network• Keep track of who’s helping you with what,

who connected you to whom, when you thanked them, etc.

• Excel spreadsheet or EverNoteFirst nameLast nameEmail addressRelationship/ConnectionContact DateActivityEtc.

Informational Interviewing, step 1

• Through networking, you talk to someone who knows someone in your target field

• You ask for an introduction to that person• You offer to do the work yourself of contacting

that person (why?), and assure him/her that you’ll use his/her name in the email

[see handout]

Informational Interviewing, step 2

• Contact the person in your field via email and ask for 20 minutes IN PERSON – not on the phone

• Emphasize your common connection (e.g., SPU alum)• Offer to bring a latte for him/her (ask what kind) – an ETHICAL

BRIBE!!• If you don’t hear anything, write back again in 2 weeks

(slightly different email, no reference to first email)• If you still don’t hear anything, make one phone call and do

leave a complete message• If you still don’t hear anything, let it go but let your contact

know you tried, and thank your contact

Informational Interviewing, step 3:Preparation

• Have your resume and LinkedIn profile updated and complete before first contact, in case target is very responsive and asks for a resume right away

• Do homework before meeting; do NOT ask questions that could be answered online; know every page of company/organization’s website

Informational Interviewing, step 3:Preparation

• Scout ahead of time the location and office• Arrive at reception no more than 5 minutes

early (wait in your car/outside if necessary)• Bring resumeS with you in professional-

looking file folder• Dress as if for a job interview• Thank the person as you enter

Informational Interviewing, step 4...the informational interview itself

• YOU set the agenda and ask the questions

[see second page of handout]

Informational Interviewing, step 4

Your objective is to learn 4 things:

1) What was your path to the work you’re doing now?2) What do you like about your field or what you do? 3) What changes do you see happening?4) Is there anyone else in this field you think would be

interesting for me to talk to?

“What is the value I could bringto a prospective employer?”

Informational Interviewing, step 4

• Take notes during the meeting – you will forget the specifics otherwise, and it makes you LOOK GOOD

• Offer to do the work yourself of contacting others (why?)

Informational Interviewing, Step 5:Follow-Up

• Send a meaningful thank-you via email the same day or next day

• Send handwritten note also if person is elderly• Refer specifically to their insights, suggestions

• Thank the person who referred you to the target

Follow-Up: The Secret Ingredient to Success

Follow-Up: The Secret Ingredient

THANKING is a key skill

that will further your career for decades to come

[see handout]

Follow-Up: The Secret Ingredient

• Stay in touch regularly, especially after you meet with someone he/she suggested

• Let him/her know where you land

• Thank him/her each time you make contact

Follow-Up: The Secret Ingredient

• Farm your network; don’t just harvest it• You are at square one of building a

professional network for a lifetime

The “R” RuleIt’s not about your resume;

it’s about your relationships.

Summary: Marketing Yourself• Differentiate yourself• Network and explore and research

your target field• Conduct informational meetings with

people working IN your target field• Thank and follow-up, thank and

follow-up, thank and follow-up…

Marketing YOU

Questions?

Get someone in your corner.