Your Get Hired Marketing Plan

Your “Get Hired” Marketing Plan
Preparada 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 incaistas@yahoo.com 1

You have a great education, solid work
history and you’re bilingual to boot, but
landing 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 incaistas@yahoo.com 2

• 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.


• 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.

Any good marketing campaign begins with market
research. As a job seeker, you must know your target
market and how your special mix of abilities meets
the needs of these employers.
Learn everything you can about the companies and
industry you wish to target. This information will
help you uncover what the market needs and which
of your skills will be most valued by the companies
you set your sights on.
“You need to ask: what is the market looking for?”
says Maureen Crawford Hentz, Manager of Talent
Acquisition at Osram Sylvania. “The employer is the
buyer and you are trying to sell your skills.”


• 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


• 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 Career-Resumes.com. 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.


 This is not the time to send your resume to every employer
under the sun. If you're 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.


 Once your resume and cover letter have landed you an interview,
you've 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 can't see it,”
says Crawford Hentz. “You've 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).


 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 didn't land the job. This should be done in
a non-defensive manner, after congratulating the client on finding the
match. "I'm pleased you found someone who was such a good match.
Do you have a few minutes to tell me where my skills didn't quite suit
your needs?"
 The recruiter may be able to give some coaching tips on what you could
have done better.


differences between the way
employment interviews are conducted
in the United States and in Latin
America.


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!


 http://www.latpro.com/cms/en/careeradvice/job_search_marketing_hispanic_heritage_1

Because,
It is good to be an INCAISTA

BUT IT IS NOT ENOUGH !!!


 +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!


• 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?


 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 LatPro.com en el url
http://www.latpro.com/cms/en/careeradvice/job_search_marketing_hispanic_heritage_1


Presentacion de Redes Ejecutivas
incaistas@yahoo.com 17

Your Get Hired Marketing Plan

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