Career marketing has traditionally been the use of the resume, cover letter, and various other forms of outdated documents. The information (or knowledge) economy requires a new response to career marketing and career professionals must adapt to become digital marketers to best serve job seekers. This presentation examines the evolution of the economy and career marketing as a response to the need for greater differentiation in an increasingly competitive job market. It shows people the difference between traditional career marketing and career marketing 3.0 and challenges career professionals to think in a different paradigm about our concepts of career, job search and career marketing.

1. CareerCareer
Marketing 3.0Marketing 3.0
Changing the Way Career Services Representatives
Market Students in the Information Age
Robert Starks Jr.
Vice President of Learning Initiatives
MaxKnowledge
www.MaxKnowledge.com
May, 2013

2. Goal of PresentationGoal of Presentation
True learning doesn’t come from
disseminators of information but rather
cultivators of curiosity.
My Goal: Spark your curiosity to learn more.

3. What is Marketing?What is Marketing?
The act or process of selling or
purchasing in a market
- Merriam Webster Dictionary

4. ContextContext
Market = Labor Market
Seller = Career Seeker
Buyer = Employer

5. Why the Need forWhy the Need for
Career Marketing?Career Marketing?

6. Career MarketingCareer Marketing
Is a response to the need for
differentiation as job competition has
increased with the evolving economy.

7. Economic EvolutionEconomic Evolution

9. The Information EconomyThe Information Economy
Requires a new response to career
marketing

10. Our introduction to employers hasOur introduction to employers has
transformed from personal…transformed from personal…

11. To digital…To digital…

12. ChallengeChallenge
• Career Advisors
must be digital
marketers
• Career Advisors
must be able to
teach students to
develop digital
career marketing
strategies

13. Tradition has been…Tradition has been…
The Résumé
Etymology
Middle French resumer "to sum up," from
Latin resumere

14. The Résumé
Is insufficient in a 21st
Century
Economy

15. Why?
1. Most competitive economy requires more
differentiation to stand out
2. Increased use of the internet necessitates
increased use of internet marketing strategies
3. What we have done is not the best indicator of
what we can do.
4. Current career patterns show that we change
careers often.

16. How Have Employers
Responded to the Evolving
Economy?

17. EmployersEmployers
Have been increasingly selective in
response to the need for higher-skilled
workers and the rising costs of
recruiting, hiring, and orienting

18. Employer Filters Keep GrowingEmployer Filters Keep Growing
• Reference checks
• Various Interview styles
• Skills assessments
• Personality tests
• Background checks
• Drug screens
• Credit checks
• Higher credential requirements
• More demanding job descriptions
• Applicant Tracking Systems
• Social media background checks

19. Employer Recruiting HasEmployer Recruiting Has
EvolvedEvolved
• 92% use or plan to use social media
• 93% use LinkedIn for recruiting
• 66% use Facebook for recruiting
• 54% use Twitter for recruiting
• 65% compensate employees for referrals
• 62% recruit passive candidates
Source: Jobvite Social Recruiting Survey 2012

20. Employer RecruitingEmployer Recruiting
Facebook Graph SearchFacebook Graph Search

21. Employer RecruitingEmployer Recruiting
Boolean SearchBoolean Search

22. Employer RecruitingEmployer Recruiting
X-Ray SearchX-Ray Search

24. Traditional Career MarketingTraditional Career Marketing
Collateral Looks like this…Collateral Looks like this…

25. Traditional Career SeekerTraditional Career Seeker
Metrics Looks like this…Metrics Looks like this…
• Time spent researching job ads / resumes
submitted
• Resumes submitted / interviews gained
• Interviews gained / 2nd
Invites or offers
• Job fair(s) attended / resumes submitted
• Job fair(s) attended / interviews gained
• Networking event(s) attended / connections made
• Networking event(s) attended / meetings gained
• Calls to network / (hidden) job leads gained
• Cold calls made / (hidden) job orders gained

26. So What’s
Available to
Career
Seekers
Now?

27. Career Marketing 3.0 Looks like this…Career Marketing 3.0 Looks like this…
HubUnified Web
Presence
Nicheworks
Micro
/mobile
Resume
InfoGraphi
c Resume
Traditional
Collateral
Social
Networks
Presentatio
n Platforms
Blog
Video

28. Unified Web PresenceUnified Web Presence
Example: www.about.me/robertstarksjrExample: www.about.me/robertstarksjr

29. Unified Web PresenceUnified Web Presence
Example: http://social.careercloud.com/sr/RobertstarksjrExample: http://social.careercloud.com/sr/Robertstarksjr

30. NicheworksNicheworks
Nichworks: Examples
•Medicalmingle.com – Medical careers
•Behance.com – Creative fields
•Stackoverflow.com - Programmers
•CareerCollegeLounge.com – Career College
Staff

31. Micro ResumeMicro Resume

32. Mobile ResumeMobile Resume

33. Infographic ResumesInfographic Resumes

34. Presentation PlatformsPresentation Platforms
Examples:
•Slideshare.net
•Slidedeck.com
•Prezi.com
134K Views and
counting!

35. So what are the new Analytics
Available to Career Seekers?

36. Career Seeker AnalyticsCareer Seeker Analytics
Google AnalyticsGoogle Analytics

37. Career Seeker AnalyticsCareer Seeker Analytics
LinkedIn StatisticsLinkedIn Statistics

38. Career Seeker AnalyticsCareer Seeker Analytics
LinkedIn StatisticsLinkedIn Statistics

39. Career Seeker AnalyticsCareer Seeker Analytics
Slideshare StatisticsSlideshare Statistics

40. Career Seeker AnalyticsCareer Seeker Analytics
Bitly.com CTRBitly.com CTR

41. Career Seeker AnalyticsCareer Seeker Analytics
Bitly.comBitly.com

42. Collectively
The digital content career seekers
develop contributes to their personal
brand and establishes an identity for
their digital persona.
How is the data that makes up our digital
persona being used?

43. Social ScoringSocial Scoring

44. Social ScoringSocial Scoring

45. Social ScoringSocial Scoring

46. Social ScoringSocial Scoring

47. Questions to PonderQuestions to Ponder
• Will big data reveal more accurate predictors of
productive employees?
• With the world going increasingly digital, will
there be a permanent transition from the resume
to something else? What will “something else”
look like?
• Will social scores become a norm?
• What are the implications for how we deliver
career services?
• What does a 21st
Century Career Advisor skill set
look like given how things have/are changing?

48. TakeawaysTakeaways
• Career marketing is an economic response, not simple
protocol
• Traditional career marketing is insufficient in today’s
economy
• A 21st
Century Career Advisor is a digital marketer
• Career marketing is now dynamic, digital and
perpetual
• Technology can provide feedback to adjust marketing
strategies
• Embracing emerging technology maximizes
opportunity
• Perpetual learning is a must to maintain knowledge of
our profession and to better serve students

49. If you’re standing at the stationIf you’re standing at the station
watching the train go by, it meanswatching the train go by, it means
you’re not on it.you’re not on it.

50. Want to learn More?Want to learn More?
Connect with MeConnect with Me
•www.CareerCollegeLounge.com
•LinkedIn: www.linkedin.com/in/robertstarks
•Twitter: @robertstarksjr
•Email: Roberts@maxknowledge.com
Online Course:Online Course:
•CS103 – Assisting Students in Designing Effective
Career Marketing Collateral
•www.maxknowledge.com/course/CS103

51. Let’s Discuss!Let’s Discuss!