Your Personal Marketing Plan


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Your Personal Marketing Plan

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