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Your Personal Marketing Plan


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  • 1. Your Personal Marketing Plan Job Hunting Strategy Development & Implementation Lawrence S. Silver, D.B.A., Associate Professor of Marketing, John Massey School of Business, Southeastern Oklahoma State University
  • 2. Why have a personal marketing plan?
    • Requires thought and input about what our objectives are
    • Provides road map to achieve objectives
    • Enforces discipline
    • Gives us structure to monitor and adapt our efforts to changing conditions
  • 3. Steps in the Personal Marketing Plan
    • 1. Personal Mission Statement
    • 2. Objectives
    • 3. S.W.O.T. Analysis
    • 4. Strategy Development
    • 5. Implementation
    • 6. Monitor and Adapt
  • 4. Step 1: Personal Mission Statement
    • This is the “solid expression of your vision and values.” Steven R. Covey, The 7 Habits of Highly Effective People
    • Mission statement answers these questions
    • -You do WHAT
    • -For WHOM
    • -By HOW
    • -Because WHY
  • 5. Mission Statement and IMC
    • A mission statement helps us send a consistent message.
    • Integrated Marketing Communications means that we send a unified, “customer-centered” message in all of our job hunting activities.
  • 6. Step 2: Objectives
    • What do we want to accomplish? (A contract position? A permanent position? A bridge job?)
    • Primary Objectives
    • Secondary Objectives
  • 7. Step 3: S.W.O.T. Analysis
    • Strengths
        • Internal
    • Weaknesses
    • Opportunities
        • External
    • Threats
  • 8. S.W.O.T. Examples
    • Strengths
      • What are your advantages?
      • What do you do well?
    • Weaknesses
      • What could be improved?
      • What do you not do well?
      • What should be avoided?
  • 9. S.W.O.T. Examples (cont’d)
    • Opportunities
      • Changes in technology and markets.
      • Changes in government policy related to your field.
      • Changes in social patterns, population trends, lifestyle changes, etc.
    • Threats
      • What is your competition doing?
      • Are the requirements for your job changing?
      • Is technology threatening your position?
  • 10. Step 4: Strategy
    • Your personal strategy is your plan for interacting with the competitive job environment to achieve your objectives.
    • Answers the following questions:
    • -What are my goals?
      • How am I going to achieve them? Career Connection? Cold calls? Combination? Retraining?
      • Strategy is not carved in stone – it is a guide – it gets us going – we have a plan.
  • 11. My Goal:____________
    • What is my industry looking for in the way of skills, attitudes, experience, etc.?
    • Where are the opportunities in my industry?
    • What skills do I need to capture these opportunities?
    • Who are the key experts in my industry I should be in contact with on a regular basis?
    • What is my plan of contacts to be made everyday?
  • 12. Competitive Rivalry Employer’s bargaining powe r Threat of substitutes Your bargaining power New market entrants Adapted from Michael Porter - 1979
  • 13. Step 5: Implementation of the Plan
    • Here, we implement the tactics – the specific actions we need to take to achieve our objectives.
    • This, of course, is usually the hardest part.
  • 14. Step 6: Monitor and Adapt
    • Keep notes/journal
    • Note what works and what doesn’t
    • Question assumptions
    • Continuously monitor the external environment
    • Get feedback on successes and failures
    • Change objectives, strategy and implementation as needed.