A successful job search needs a compelling marketing campaign for a great product: you. Although this is your area of personal expertise, it is not always easy to pitch it right. Here are some tips from candidates and marketing experts.
Product definition
It's hard to put yourself in the frame of mind to sell yourself. Think of yourself as a product and tailor your application with benefits and special features that would make a potential employer want to buy.
Don't be shy
If you separate the skills and capability from the individual, it will help you be less bashful when you promote yourself to prospective employers. It's a problem for lots of Brits. "We're not good at self-promotion," says Peter Appleby, managing director of career consultants, Appleby Associates.
Pick your audience
Build a hit list of employers who will be interested in your particular skills and experience. Don't forget to contact professional institutions and regional bodies. They will have useful intelligence on local employers and be less guarded than a company's HR department.
Get personal
Clara, a marketing manager looking for her next move up the ladder, decided to meet marketing directors in the flesh. A little flattery goes a long way and when Clara called she asked for advice, not a job. "A surprising number agreed to meet me and a personal recommendation led to a job".
Be forward but not arrogant
You need to sell your wares, but choose your words and tone carefully. It's important "to avoid sounding boastful when reflecting your strengths", says Mike Warren, director of Proteus Consultancy. For example, you could say: "I have a reputation for writing outstanding code" rather than "I am the best programmer in my team".
Network at home
Networking is one of the most effective ways to find a job, and that goes for graduates and mature jobseekers. But, you need to be choosy. "Think rifle shot, rather than scatter gun," says Linda Whittern, director of Careers Partnership. "Start off with family and friends who will work hard on your behalf and stick to a list of 15. You need to be able to keep on top of your communications."
Use your budget well
Every marketing campaign has a budget and job hunting is no exception. But your resource is likely to be time. It's easy to be "busy" looking for jobs, but is your activity yielding any worthwhile results? When replying to job ads, stay focused and apply only to those companies that offer the right 'fit'.
Email etiquette
Email is unavoidable in the modern job hunt and highly effective if used well. "People scan emails, they don't read them," advises Paul Crabtree, marketing director of Adestra, an email direct marketing agency. His golden rules of email marketing are:
- Use bullet points and short paragraphs to make it easy on the eye.
- Use a subject line to explain what the email is about rather than cryptic, teasing messages.
- Tailor each email for each application and don't use the BCC function.
- Avoid data heavy graphics to ensure you get past company firewalls.
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