Do your research Prepare your Marketing Materials Develop your Marketing Plan Gary Erickson Executive Search Partners

Do your research

Prepare your Marketing Materials

Develop your Marketing Plan

Gary Erickson

Executive Search Partners

Do your research Goal: Know your product - you Develop a comprehensive list of your accomplishments Write down 10 accomplishments for each of your last 10 years Use PAR Format: Problem Action Results PAR’s help: Improving self confidence Resume writing Networking Interviewing

Goal: Know your product - you

Develop a comprehensive list of your accomplishments

Write down 10 accomplishments for each of your last 10 years

Use PAR Format:

Problem

Action

Results

PAR’s help:

Improving self confidence

Resume writing

Networking

Interviewing

PAR Example P: A regional bank with 120 branches was losing revenue opportunities because there was little cross channel selling. A: Implemented a multi-channel marketing program was developed and implemented that identified the next best bank product to promote to a new customer, what channel to use to communicate the message, and the timing and contact cadence. R: This program generated $25MM in new checking and savings deposits, 3,000 new credit card customers, and 500 new home mortgage customers. Shorter: To improve revenue generation for a regional bank, , implemented a multi-channel marketing program that generated $25M in new checking deposits and 500 new mortgage customers.

P: A regional bank with 120 branches was losing revenue opportunities because there was little cross channel selling.

A: Implemented a multi-channel marketing program was developed and implemented that identified the next best bank product to promote to a new customer, what channel to use to communicate the message, and the timing and contact cadence.

R: This program generated $25MM in new checking and savings deposits, 3,000 new credit card customers, and 500 new home mortgage customers.

Prepare your marketing materials Develop your value proposition : Create a PROFESSIONAL SUMMARY Summarizes who you are professionally and what you have to offer a potential employer Short and focused - 4/5 sentences EXAMPLE: Senior sales and marketing executive with 20+ years of increasing responsibility experience in sales, client services and marketing. Have been responsible for up to $110MM in revenue and 45 employees. Have developed and delivered highly effective marketing solutions for customers across a wide spectrum of industry verticals and have given back to the industry by serving on an industry association board .

Develop your value proposition :

Create a PROFESSIONAL SUMMARY

Summarizes who you are professionally and what you have to offer a potential employer

Short and focused - 4/5 sentences

EXAMPLE:

Senior sales and marketing executive with 20+ years of increasing responsibility experience in sales, client services and marketing. Have been responsible for up to $110MM in revenue and 45 employees. Have developed and delivered highly effective marketing solutions for customers across a wide spectrum of industry verticals and have given back to the industry by serving on an industry association board .

Marketing Materials: Resume and Cover Letter Goal of the Resume is to: Convey who you are professionally Make it obvious why you are a fit for the job to which you are applying Provide the reader with your: Career history Other information that adds depth to your profile Goal of the cover letter is to e xplain why you are a fit for the position A separate cover letter is frequently not read Provide a short paragraph in your email that explains why you are a fit for the position Respond to the most important requirements listed

Goal of the Resume is to:

Convey who you are professionally

Make it obvious why you are a fit for the job to which you are applying

Provide the reader with your:

Career history

Other information that adds depth to your profile

Goal of the cover letter is to e xplain why you are a fit for the position

A separate cover letter is frequently not read

Provide a short paragraph in your email that explains why you are a fit for the position

Respond to the most important requirements listed

Resume Start with your PROFESSIONAL SUMMARY Write in reverse chronology order Include ALL positions and dates Write in third person Include specific accomplishments – use your PAR’s Place EDUCATION at end Length – one size does not fit all Just out of college – 1 page Non – executive positions – 2 pages Executive positions – 3-4 pages - include Presentations Honors/Awards Community Activities Any other significant items

Start with your PROFESSIONAL SUMMARY

Write in reverse chronology order

Include ALL positions and dates

Write in third person

Include specific accomplishments – use your PAR’s

Place EDUCATION at end

Length – one size does not fit all

Just out of college – 1 page

Non – executive positions – 2 pages

Executive positions – 3-4 pages - include

Presentations

Honors/Awards

Community Activities

Any other significant items

PROFESSIONAL PROFILE OF I. M. SAMPLE PROFESSIONAL SUMMARY 4-5 sentences – similar to your Elevator Speech PROFESSIONAL HISTORY Company Name, Location Dates Summarize company – size, locations, business Title Dates Summarize responsibilities including scope, budget, number of people, and to whom you reported Significant accomplishments: • Par 1 • Par 2 • Par 3 EDUCATION RECOGNIZTIONS/AWARDS/PRESENTATIONS COMMUNITY ACTIVITIES

PROFESSIONAL PROFILE OF I. M. SAMPLE

PROFESSIONAL SUMMARY

4-5 sentences – similar to your Elevator Speech

PROFESSIONAL HISTORY

Company Name, Location Dates

Summarize company – size, locations, business

Title Dates

Summarize responsibilities including scope, budget, number of people, and to whom you reported

Significant accomplishments:

• Par 1

• Par 2

• Par 3

EDUCATION

RECOGNIZTIONS/AWARDS/PRESENTATIONS

COMMUNITY ACTIVITIES

Develop your Marketing Plan Goal: get an appointment with the buyer: i.e. an interview with the hiring manager You want someone in your network to recommend you to the hiring manager You do this by networking The marketing plan helps you plan, keep track of what you did, and follow-up

Goal: get an appointment with the buyer: i.e. an interview with the hiring manager

You want someone in your network to recommend you to the hiring manager

You do this by networking

The marketing plan helps you plan, keep track of what you did, and follow-up

Marketing Plan Develop a list of: Target companies Individuals Recruiters Use internet resources to identify companies that are hiring and people you should meet (i.e. LinkedIn, Monster, Execunet, Indeed) Add to this list as you network Cull this list regularly to keep it manageable Use the list to follow-up regularly with your network Name Company Phone Email Contact date Summary Follow-up

Marketing Plan

Develop a list of:

Target companies

Individuals

Recruiters

Use internet resources to identify companies that are hiring and people you should meet (i.e. LinkedIn, Monster, Execunet, Indeed)

Add to this list as you network

Cull this list regularly to keep it manageable

Use the list to follow-up regularly with your network

Closing the Deal Interview – closing questions Ask the interviewer what the top 2-3 project, problems, or issues, the person hired would have to deal with in the next year. Ask the interviewer how he felt your qualifications matched up against the position requirements. Follow-up Send thank you letter/email within 2 days Contact for updates – every two weeks Copyrighted 2004 by Executive Search Partners

Interview – closing questions

Ask the interviewer what the top 2-3 project, problems, or issues, the person hired would have to deal with in the next year.

Ask the interviewer how he felt your qualifications matched up against the position requirements.

Follow-up

Send thank you letter/email within 2 days

Contact for updates – every two weeks

Closing the Deal Responding to a Job Offer Evaluate - evaluate the offer along several dimensions. Location, Compensation, Position, Company Key question: 2 years from now, if I am interviewing for another position will this move look like a good move or a bad move Negotiating changes to the offer Negotiate in good faith – don’t keep changing the deal. How long can you wait to respond to an offer? 3-4 days; sometimes up to a week

Responding to a Job Offer

Evaluate - evaluate the offer along several dimensions.

Location, Compensation, Position, Company

Key question: 2 years from now, if I am interviewing for another position will this move look like a good move or a bad move

Negotiating changes to the offer

Negotiate in good faith – don’t keep changing the deal.

How long can you wait to respond to an offer?

3-4 days; sometimes up to a week

Summary Preparation is critical You must work at Marketing yourself – networking is the key Interviewing is a skill – you can develop it Be persistent- finding a job is a full time job Copyrighted 2004 by Executive Search Partners

Preparation is critical

You must work at Marketing yourself – networking is the key

Interviewing is a skill – you can develop it

Be persistent- finding a job is a full time job