Your USP


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Your Unique Selling Propositiioon to get a job.

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Your USP

  1. 1. Your “Get Hired” Marketing PlanPreparada por Jenaro Sanchez, MAE IX para ser usada en los sitios de Redes Ejecutivas y en Intranet Estudiantes e Intranet Graduados, sección Career Services del Sitio Internet INCAE. Ver créditos en las dos últimas páginas Presentación de Redes Ejecutivas 1
  2. 2. You have a great education, solid workhistory and you’re bilingual to boot, butlanding a job isn’t only about your skills and experience. You also have to know how to successfully market yourself to employers. Presentacion de Redes Ejecutivas 2
  3. 3. • A job search is much more than simply “finding a job.” It is actually an integrated marketing campaign – an action plan for targeting the right employers with the right message, creating a positive perceived value of what you have to offer.• Your perceived value in the mind of the employer is the reason you will be hired over other candidates vying for the same position. Presentación de Redes Ejecutivas 3
  4. 4. • Before jumping in and trying to find any job that offers a steady paycheck, you should take the time to think about your interests, evaluate your strengths and determine the overall direction you’d like your career to take.• Really reflect on what you want and where you would like to be in 5 years, 10 years and beyond.• This self-reflection and understanding will steer your job search in the right direction, helping you to make career decisions that complement your skills, satisfy your interests and fulfill you professionally. Presentación de Redes Ejecutivas 4
  5. 5. Any good marketing campaign begins with marketresearch. As a job seeker, you must know your targetmarket and how your special mix of abilities meetsthe needs of these employers.Learn everything you can about the companies andindustry you wish to target. This information willhelp you uncover what the market needs and whichof your skills will be most valued by the companiesyou set your sights on.“You need to ask: what is the market looking for?”says Maureen Crawford Hentz, Manager of TalentAcquisition at Osram Sylvania. “The employer is thebuyer and you are trying to sell your skills.” Presentación de Redes Ejecutivas 5
  6. 6. • After you’ve done your market research and decided on the niche you wish to target, the next step is to evaluate your strengths and competencies. What separates you from other jobseekers? Is it your education, drive, creativity, experience, breadth of knowledge, leadership abilities, or some other skill?• Whatever makes you different from other candidates and gives you a competitive advantage is known as your USP or Unique Selling Proposition Presentacion de Redes Ejecutivas 6
  7. 7. • However, employers won’t automatically recognize your USP. You must effectively communicate how you are uniquely positioned to benefit their company and solve their problems. This means you have to understand the value of your skills in the marketplace and know how employers will benefit from hiring you. One skill you can be confident the market needs these days is multiculturalism, particularly Latino multiculturalism.• “The whole Latin American arena is really hot,” says Peter Newfield, founder of As the Hispanic market grows within the United States, companies are expanding to do business in previously untapped Latin American markets.• The same multiculturalism is also important for jobs within the U.S. borders as companies recruit to fill posts that will be involved in marketing to new communities with different cultures. Presentación de Redes Ejecutivas 7
  8. 8.  This is not the time to send your resume to every employer under the sun. If youre going to market yourself effectively and get the job that’s right for you, you must carefully select the companies you want to target and differentiate yourself from other jobseekers based on each company’s specific needs. As any marketing pro will tell you, the more targeted you make your pitch, the more likely you are to generate a response. First, all communications you send to a prospective employer should be personalized. No hiring manager wants to receive a mass email that you’ve obviously sent to hundreds of other companies. Employers want to see that you want to work for them, not that you are just looking for any old job. Concentrate on communicating your top skills and how they specifically benefit your target employers. Don’t try to be all things to all people or you will look unfocused and disorganized – a sure-fire way to get your resume ignored. Presentación de Redes Ejecutivas 8
  9. 9.  Once your resume and cover letter have landed you an interview, youve got a chance --maybe your only chance -- to convince the hiring manager why you are the best person for the job. Rehearse for this opportunity (see Mastering the U.S. Job Interview: 10 Tips for Hispanic Professionals), review your research about the company and dress professionally. The interview is a fine time to remind employers of your multicultural talents. “You are a `value-added candidate (because of language and multicultural skills), but sometimes you are so close you cant see it,” says Crawford Hentz. “Youve got Diversity Competence, which is great because it expands your capacity to do business in an increasingly flat world.” This is also the time to back up your resume with real-world examples of your abilities. “Give employers a before-and-after,” suggests Bill Lawrence. “Say: `When I walked in, we were making X million dollars. Three years later, we were making ten times that. Then tell them how you did it and why you succeeded.” The most important facet of the interview is confidence (not cockiness or arrogance). Presentación de Redes Ejecutivas 9
  10. 10.  The minute you return from an interview, you should send a thank-you note to anyone who interviewed you, expressing appreciation for their time and stressing your interest in the position. The post-interview thank you note is not optional. At the end of your job interview, you should always ask about the timeframe for making a hiring decision. When that time period is nearly over, pick up the phone and call the hiring manager just to touch base, get yourself on their radar again and to remind the company of your enthusiasm for the job. If you find that the position has been filled, try to get feedback from the recruiter about why you didnt land the job. This should be done in a non-defensive manner, after congratulating the client on finding the match. "Im pleased you found someone who was such a good match. Do you have a few minutes to tell me where my skills didnt quite suit your needs?" The recruiter may be able to give some coaching tips on what you could have done better. Presentación de Redes Ejecutivas 10
  11. 11. differences between the wayemployment interviews are conducted in the United States and in Latin America. Presentacion de Redes Ejecutivas 11
  12. 12. Some may apply to multicultural MBA’s 1. Take Credit for your Professional Accomplishments 2. Make Eye Contact 3. Be Direct 4. Focus on Professional, not Personal Issues 5. Get Rid of the “Yes Syndrome” 6. Don’t Be Passive 7. Beware Tú vs. Usted 8. Dress Conservatively 9. Don’t be Discouraged if the Interviewer Seems Impersonal 10. Research the company before your interview – and don’t forget your Hispanic connections! Presentación de Redes Ejecutivas 12
  13. 13.  Because, It is good to be an INCAISTA BUT IT IS NOT ENOUGH !!! Presentación de Redes Ejecutivas 13
  14. 14.  +5,000 MBA incaistas, over 500,000 MBA in Latin America from 200+ business schools. MBA is a commodity. Over 5,000,000 Licenciados & Engineers – electrical, chemical, industrial, mechanical, systems…. YOU Need a USP. What are you good for? Compete with thousands. At the end, INCAE brand helps a little. Not that much, really. Your personal brand is what matter the most! Presentación de Redes Ejecutivas 14
  15. 15. • USP is a term mostly used with MBA’s fresh out of business school,• Seasoned MBA’s have a career instead.• After some years out of business school You are an expert in something, a proven professional. What is your expertise, your USP? What makes you different? Presentación de Redes Ejecutivas 15
  16. 16.  Esta presentación fue preparada por Jenaro Sanchez, MAE IX de INCAE, para el sistema de Redes Ejecutivas tomando como punto de partida el articulo titulado: Marketing your Hispanic Heritage to Employers: Your “Get Hired” Marketing Plan, reproducido en en el url Presentación de Redes Ejecutivas 16
  17. 17. Presentacion de Redes Ejecutivas 17