What Do You Mean I Am A Product Career Marketing 101


What Do You Mean I Am A Product Career Marketing 101

What Do you​ Mean I​ Am a​ Product?! (Career Marketing 101)
Job search seems to​ have many hurdles to​ overcome – resume,​ interview technique,​ appearance,​ and networking are challenges that job seekers face .​
These hurdles are surmountable with a​ strong job search plan and dedicated execution .​
Job seekers need to​ apply traditional advertising and marketing methods to​ their job search to​ achieve results .​
By thinking of​ themselves as​ the​ product and the​ employer as​ the​ buyer job seekers can approach their career transitions from a​ sales aspect .​
Market Analysis
Most job seekers have no clear concept of​ their target market,​ the​ conditions of​ the​ market,​ and the​ types of​ employers whom would hire them .​
They need to​ conduct a​ market analysis similar to​ what most business owners have developed as​ part of​ a​ business plan .​
The business owner must conduct some sort of​ market analysis to​ determine to​ whom they are going to​ be selling their products or​ services,​ to​ create a​ profile of​ their target customer,​ to​ describe their competition,​ and to​ find out the​ conditions of​ the​ current market .​
Job seekers should go through the​ same process .​
Job seekers should educate themselves on​ the​ conditions of​ the​ employment and economic markets in​ their targeted geographic area .​
They must research companies in​ either the​ industry or​ area to​ create a​ profile that includes financial conditions,​ past activities,​ names of​ executives,​ products,​ services,​ financial forecasts,​ etc .​
for each company .​
By doing this,​ job seekers get a​ good picture of​ their target buyer – who they are,​ what they do,​ how much money they can spend,​ and if​ they are planning on​ being around for awhile .​
Scoping out the​ competition is​ also important for job seekers .​
The market is​ flush with very qualified,​ highly experienced professionals who are offering buyers (employers) skills and knowledge that are all very similar .​
Job seekers need to​ find out what kind of​ competition they face – what they are offering employers,​ what salaries they are seeking,​ what benefits they are seeking,​ and what type of​ skills/experience combinations they are offering .​
One method is​ to​ contact target companies and ask what skills/experience the​ employees they’ve hired in​ the​ past six months possess .​
Job seekers can also talk with executive recruiters to​ find out what they see in​ the​ market conditions and what they expect for the​ next six months .​
Pricing is​ important in​ a​ market analysis .​
Salary levels can be researched through the​ Bureau of​ Labor Statistics,​ Salary.com,​ and from scanning most recent job advertisements .​
In a​ buyers’ market,​ prices go down; therefore,​ salaries are going down .​
Salaries have fallen from a​ high in​ 2000 to​ levels last seen in​ 1998 and are continuing to​ slide .​
Many job seekers price themselves out of​ the​ market because they do not know what their skills are currently worth .​
Job seekers who find out what salaries they can expect and market their skills with that salary in​ mind will receive better job search results .​
Target Market
Location,​ buying power,​ motivation,​ industry – all are aspects of​ a​ target market .​
If Santa’s chief elf gets downsized because suddenly Santa decides it’s cheaper to​ outsource to​ Thailand,​ Mr .​
Elf has very few alternatives at​ the​ North Pole for work .​
Toy makers are overseas or​ in​ the​ US,​ not the​ North Pole .​
He can search for a​ job all he wishes at​ the​ North Pole but if​ the​ work isn’t there,​ he will not have success .​
Location is​ a​ key factor in​ a​ job search .​
Buying power is​ expressed through stock prices,​ growth forecasts,​ quarterly reports,​ annual reports,​ and spending .​
a​ company in​ stable growth mode has buying power – it​ can meet payroll and will be less likely to​ lay off .​
Determining the​ buying power/financial status of​ the​ target market (employers) is​ vital to​ a​ successful job search .​
Many people have not done this research,​ accepted a​ position,​ and found themselves laid off again in​ a​ month and a​ half or​ so .​
Career Branding
Career branding is​ a​ hot term in​ the​ employment industry these days .​
Technically,​ career branding is​ simply building a​ great reputation in​ your career on​ purpose and then leveraging that reputation to​ further build your career .​
In traditional business,​ branding is​ a​ promise of​ an​ experience .​
If you​ see an​ advertisement for Coca-Cola,​ you​ automatically think of​ a​ cool,​ refreshing beverage .​
Coke has worked diligently over the​ years to​ establish their brand .​
To some degree,​ job seekers can do the​ same thing with their careers by documenting their achievements,​ working hard on​ their skills,​ and building a​ good reputation within their industries .​
Direct Marketing
Direct marketing in​ a​ job search is​ getting your message directly to​ the​ buyer .​
In this case,​ that means getting your resume directly to​ the​ decision-maker .​
Most job seekers have difficulty with this task .​
How do you​ identify the​ decision-maker? Many job seekers are turning to​ resume blasting services that employ databases full of​ hiring managers,​ recruiters,​ and other people in​ hiring positions .​
Just as​ traditional business people purchase mailing lists,​ job seekers can purchase resume blasts that send their resumes to​ members of​ similar databases .​
Typical results for direct marketing is​ around 1-2% response rate .​
Resume blasts tend to​ have similar results but they are relatively inexpensive and may be worth the​ effort .​
Research companies can be hired to​ target specific industries,​ companies,​ or​ other sectors based on​ specified parameters .​
These companies can gather very specific information,​ often mining down to​ the​ direct decision-maker,​ but their fees are higher than resume blasting services .​
For the​ serious job seeker who does not have the​ time or​ the​ abilities to​ do serious data mining for contact information,​ this can be an​ investment in​ career search that pays off .​
Print Advertising
Career print advertising is​ the​ resume and accompanying documents such as​ cover letters,​ project details,​ portfolios,​ and biographies .​
Most job seekers feel a​ self-written resume and supporting documents are fine but it​ is​ interesting to​ note that big companies rarely do their own print advertising in-house .​
They concentrate on​ doing what they do best – providing goods and services – and outsource advertising to​ experts in​ the​ field .​
In recent years,​ more and more professionals,​ especially those who are intent on​ career success,​ seek the​ services of​ professional resume writers and career coaches to​ assist them in​ effectively marketing their careers .​
Word of​ Mouth Advertising
Simply put,​ word of​ mouth advertising is​ networking .​
Someone talking to​ another about the​ benefits of​ buying a​ product .​
As any business owner can tell you,​ word of​ mouth advertising is​ the​ least expensive,​ most effective,​ and longest-lasting of​ all forms of​ advertising .​
Unfortunately,​ most job seekers use this method least because it​ seems so difficult .​
a​ good career coach can be invaluable in​ teaching job seekers networking and helping them overcome their fears of​ talking to​ others concerning their careers.






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