Marketing Yourself for Your Next Career Opportunity


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Finding your next job will involved determine your brand and how to communicate this to future employers.

But there are some key steps to remembers such as what is your brand? what has your brand done over your career? How has it been communicated to past and current employers?

All of these will have an impact on your job search.

Published in: Career, Technology, Business
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  • A little bit about me – I work in the recruiting community supporting the connections between job seekers and employers, specifically security cleared job seekers and employers, and I have been doing this for 8 years. I listen, and support both sides of the equation, and hear the frustrations on both parts. However my background is marketing having supported many corporations such as Baxter Travenol, Met Life and nonprofits such as ARC and WWF so my approach to anything is very firmly planted in the marketing realm.Today’s discussion is about looking at career search and development from a marketing perspective in order to break through or provide a better understanding on how careers can be made or not.So let’s dive in…
  • Tricky market where many jobs are going to be cut in either government or private industry – you may never know where If you look at the careers of innovators they will be floating in and out of key industries and communities throughout their career – vivekkundra, chrisdorobek, steveressler….At the same time, you may be in one industry for your entire career but you may change your roles throughout you may not know who you will be working with or for next.
  • Fast connections are connecting with people at an event, or online and then pouncing on them for a job.
  • You will never know when someone will become your customerYour brand is how you interact with your current customers i.e. co-workers, staff, supervisors as well as actual customers
  • Job search/career development is an on-going, evolutionary process. Being open to learing about yourself, your mistakes and opportunities allows you to see the brighter pricutre rather than the grass is greener someplace else.
  • What is the typical cost of a job positing, what are the typical costs to fill a candidate.
  • Customer is the hiring agent
  • It is still tricky to track for employers to be able to be in compliance.
  • How many trade associations,governmtn organizations, charities are on facebool
  • Personalize each invitation don’t just use the templateWhen someone accepts your invitation – thank them Building your network so you can get recommendations on people to connect with Skills beta
  • Pre reference checking Be sure that when you are connecting with people that you are thanking them and not just pouncing on them for the connections they can provide you. If you connect with someone, be sure to leave some time to have them get to know you before you ask for something, and when you ask for something be specificPeople want to help, but they can’t read your mind as to what you want/need
  • Is your product built, packaged and delivered all in the same manner?
  • People watch and remember, there is a 50% chance you will run into someone again…..
  • Recruiters say that they can all count on one hand how many times that they receive some form of thank you notes from candidates. Be timely – within 24 hours of the “meeting” Interviewing – thank you notes are an opportunity to provide further information that was not mentioned in the meetingEmial thank you notes can be sahred with other hiring managers on the team.
  • doesn't have to be a dissertation, just the basics, this will evolve and change with time but you will soon discover some of your key attributes – do you SWOTfind something to clean out and get rid of the baggageif you are “crazy busy all the time” you are missing the point of being human. We only connect when we are human
  • Marketing Yourself for Your Next Career Opportunity

    1. 1. Getting that next Job – Marketing Yourself in a Tricky Job Market<br />The next great App -<br />You!<br />
    2. 2. Job Search is the New Career….<br />Every 3-5 years you will be looking for a new job. Professionals will on average change careers 11 times.*<br />*Bureau of Labor Standards<br />
    3. 3. Some Common Misconceptions about Career Search<br />When is the best time to find a job?<br />When you have a job!<br />Who are the best people to help you find a job?<br />Recruiter? Headhunter? <br />Actually your current and future network, which includes your current co-workers, supervisors and staff.<br />
    4. 4. True or False? I only need to market/network/build relationships when I’m looking for my next job, frustrated with my current job, or have messed up and know I am going to be fired? <br />False<br />
    5. 5. To find My Next Job All I Need to Do is….<br />Tell a few friends because everyone knows how great I am <br />Add my most recent job titles and responsibilities to my résumé and blast it out to my email list<br />Only answer 1-2 job postings because the right job posting is out there for me<br />Finding a job is a full time job. <br />
    6. 6. Fast connections are good for….<br />WiFi,<br />traveling through Chicago,<br />and <br />passing through Metro Center during rush hour<br />But not good for building a network <br />
    7. 7. There are no Silver bullets<br />Except for Vampires…. <br />To get the job done you have to lay the groundwork, do the work and keep at it. <br />
    8. 8. "You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.“<br />Dale Carnegie, How to Win Friends and Influence People <br />
    9. 9. Marketing… <br />What are some of the brands that resonate with you? <br />How do they “market“ to you?<br />What have they done to get your attention? Ads, Social Media, Customer Service, Product benefits<br />Do the brands have “values” that you can identify and remember?<br />How do they determine who their customers are? <br />How do you create the “Brand Of You?”<br />
    10. 10. The Brand of You is…<br />Packaging – resume, profiles, <br />Product delivery<br />Fulfilling your commitments? <br />Over committing? <br />Pass the blame, accept the fame?<br />How do you interact with people in your office, team, clients?<br />Do you say thank you – and mean it?<br />Do you listen or just talk? <br />How you live & work is the essence of your Brand. <br />
    11. 11. Guess What? <br />Your product marketing has already launched! <br />The brand of You already has its brand reputation, values established in the marketplace. <br />Do you know what this “truly” is? <br />
    12. 12. Doing the SWOT on the Brand of You…. <br />Strengths……<br />Skills, abilities, clearance, SME <br />Work style <br />Network <br />Weaknesses…..<br />Do you need more .edu or certs? <br />Holes in your network? <br />Opportunities…<br />Learning new skills<br />Ability to move<br />Threats……<br />Does your brand need an overhaul? <br />Limited skill set? <br />
    13. 13.
    14. 14. Looking at the Job Search from the Other Side of the Equation<br />What is it like for a recruiter, hiring manager, HR person to find the right candidate? <br />
    15. 15. Looking for Candidates<br />There are many tools that are used by individuals looking to hire <br />There is not one standard out there<br />While having a job board like USAJOBS is good, hiring managers will still use as many tools as possible to find their next right candidate, and <br />Each manager has their preferred method. <br />And there is only one way to find out: Ask. <br />When you meet any recruiter, hiring manager, or HR manager, just ask them “how do you find a candidate?”<br />
    16. 16. It’s not all online<br />While much of the work in finding the right job or the right candidate is online, <br />There will always be a portion of the “getting to know you” offline.<br />Face-to-face events are very important for a candidate to see how the agency represents itself and for the agency to see if you fit into the culture or interface well with their client. <br />Face-to-face events help prepare you for the interviews.<br />
    17. 17. What is the tried and true, still #1 way that people hire other people? <br />Referrals <br />
    18. 18. What is the world like for the Recruiter or Hiring Manager? <br />Usually doing at least one other job besides finding a new person, <br />Or trying to fill 100+ positions each week <br />Typically they will have a variety of metrics they need to meet and report on either weekly or monthly <br />Finding candidates costs $$ but there are no $$ in the budget. <br />
    19. 19. Some of the other considerations on the part of person doing the hiring<br />Usually doing another job other than recruiting or hiring new staff<br />Systems that must be used to track the candidates that are considered such as ATS, HRMS <br />Regulations that must be met to ensure that the right candidates are considered and then hired such as EEOC, OFCCP.<br />
    20. 20. What are the tools that will be used someone is hiring?<br />Internal company career site <br />Job Boards – niche or general<br />Job postings – paid or free<br />Career fairs or events<br />Contests, games & challenges <br />Social media <br />Mobile<br />Any combination of or all of the above or some secret sauce – as unique as the person doing the hiring<br />
    21. 21. How is your “customer” going to find Brand of “You”…<br />Your resume and profiles for a start<br />When was the last time you looked at your resume? How many versions of your resume do you have?<br />Do you know how your resume is “read” by a company? <br />Recruiters will spend no more than 15 seconds looking at your resume. <br />Keywords the lifeblood of any search – are they in your resume, profiles, bio, summaries?<br />Updated? Resumes are like cheese and fish, they need to be “refreshed” or they go bad.<br />
    22. 22. Basics of being “available” for your “customer”…..<br />Are you available in the ways that your customer wants to reach you?<br />It’s great that you are part of XYZ community but if the person who is hiring you is in ABC community, how will you connect?<br />Email address – not a time to advertise your interests<br />Cell phone – not the time to share insights into your world<br />Be a connection and/or dater but not a stalker. <br />
    23. 23. Social Media Used for Recruiting <br />Social recruiting around for almost 10 years. But, not everyone is using it.<br />The challenge is knowing who is and who isn’t, which you won’t know. <br />It is one aspect of marketing your Brand. Are you using social media for “social” or career development?<br />Remember that your customers might be on different communication channels .<br />What do your profiles say about you?<br />Do you have the settings updated?<br />Are you sharing too much or the wrong thing? <br />Remember: Referrals # 1 way to find your next gig<br />
    24. 24. Ways to Use Twitter to support your career search and development<br />Customize your “bio” to include your skills & info recruiters to search <br />Follow companies that you are interested in and/or their job posting feed<br />Follow/ connect with recruiters & <br />SME’s in your industry <br />Gather information on key topics, comment on it and share with your network<br />Quality not quantity<br />Remember basic courtesies and etiquette - Please and thank you, no profanity, no spam<br />
    25. 25. Ways to Use Facebook to support your career search and development<br />Active user of Facebook? <br />Be sure to set up the lists of people you share information with between your close BFFs and the general public;<br />Fill out your profile similar to your resume if you are in an active search <br />Not on Facebook? <br />Set up a minimum profile to be able to communicate and be found <br />“Like” companies, organizations , government agencies<br />Be part of key trade association groups in the industry <br />
    26. 26. Ways to Use LinkedIn to support your career search and development<br />Crafting your Profile properly which means:<br />Picture & Summary<br />List accomplishments<br />Blog, twitter, website<br />Update at least monthly, more so if in an active search <br />Status Updates – 2-3 times a week<br />Your Network – 500+ <br />Connect to Slideshare account<br />
    27. 27. LinkedIn – How You Connect with Others<br />Your network is part of your brand<br />Personalizing and customizing your invitations<br />Providing recommendations for current and previous co-workers<br />Being part of groups – participating ( also job postings) <br />“Like” ing posts, commenting, being an active part of the community <br />Events<br />Following companies, organizations<br />
    28. 28. Bringing it all together – Your Overall Marketing<br />What is your product ?<br />How you network, how you work with others, how you complete your current tasks, what you stand for<br />What is your product packaging?<br />Your resumes, profiles, bios , updates, posts<br />What are you communications?<br />You have different audiences who want to hear information in different ways<br />Your product has to be marketed offline as well as online.<br />
    29. 29. Interviewing…. <br />You currently are being interviewed by the people that you work with<br />Your interviews with companies start well before the onsite , Face-to-face interview<br />It is your overall interaction with the company before, during and after you meet with the company <br />Meeting and working with people of different generations and cultures <br />
    30. 30. The mechanics of coming into and going out of a job <br />When you first come into a new job, do you….<br />Impress and show off?<br />Or do you listen, learn and ask questions? <br />When you are leaving your job, do you….<br />Build or burn bridges?<br />Do you plan and prepare for the transition or the Going Away party? <br />
    31. 31. Appreciation – a little goes a long way.<br />Take time to say “Thank You” to someone you have worked with, who has helped you, or provided key information <br />Thank you notes are not just for your Mother’s friends, but a critical part of all networking<br />Handwritten thank you notes are appreciated but in some instances such as interviews an email is OK <br />
    32. 32. 5 things to do in the next 30 days<br />Determine your brand and how you will communicate it<br />Can you in 7 words or less describe what you do? <br />Clean out and organize – like your Inbox <br />Truly say thank you to someone every day<br />Take a technical sabbatical - to truly focus you need to “power down”<br />
    33. 33. Kathleen Smith, CMO, ClearedJobs.Net<br />Friend me on Twiiter or LinkedIn<br />Email: CustomerService@ClearedJobs.Net<br />
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