This document discusses training students to self-market in the current job landscape. It outlines that corporate loyalty is dead, degrees are commodities, and constant self-promotion is necessary. Students must develop self-awareness, relationships, marketable skills, and an understanding of their unique selling proposition. They need to learn verbal, written, and social media communication skills along with networking and managing multiple income streams. The goal is for students to gain experiential learning in self-promotion and time/money management to successfully navigate finding and keeping work.

1. Training Students
to Self-Market
Dr. Charles Michael Austin, Ed.D.
Career Packaging & Marketing
Digital Media Educators Conference
June 9, 2016

2. Shift your perspective about
the process of
finding and keeping work
My mission:
Training people to navigate
this new landscape

3. The Foundation
Self-awareness - how you're wired
Relationships - how you're connected
(S.W.O.T. Analysis)

4. The New Rules
1. A vastly different working world
2. Corporate loyalty is dead
– no long-term job stability
(“The Precariat” - Noam Chomsky)
3. We’re all freelancers
(our own business)
4. Degrees are a commodity

5. The New Rules
5. Resumés and cover letters:
still necessary
– but insufficient
6. Constant self-promotion
(“Life’s a pitch,
and then you die”)
7. Numerous careers

6. “Knowledge is of no value
unless you put it into practice.”
(Chekhov)

7. Critical Thinking & Action
STRATEGIC . . .
• Begin at the end
• Specific goal(s)
MONETIZEABLE PASSION
• Steps you need to take to reach it
MEASUREABLE RESULTS

8. Critical Thinking & Action
TACTICAL . . .
• Daily journaling
• Timeline/Milestones
• Resources
– how you acquired/used them
• Personal Board of Directors
• Roadblocks
Get out of your own way

9. Branding
• What specific monetizeable, marketable
and transferable skills do you offer?
• What makes you/your business
special?
• Why should I buy what you’re selling?
(benefits to me?)
Brand = Relationship & Reputation

10. Your New Toolkit
1. Improved communication skills
Verbal
Written
Social media
2. Self-promotion (sales)

11. Communication & Packaging
How do you articulate
your USP
(Unique Selling Proposition)
and Narrative?

12. Communication & Packaging
VERBAL
• Sound bite
• Mock interviews
WRITTEN
• The resumé:
a marketing document
SOCIAL MEDIA

13. Networking
PORTABLE ELECTRONIC
GRANULAR DATABASE
• Populated by
family/friends/colleagues
• Expanded via Affinity Groups

14. Granular Database
• Name/phone numbers/addresses
PLUS
• Places they’ve lived and worked (and job titles)
• Names of significant others, children, and pets
• Important dates (birthdays, anniversaries, etc.)
• Hobbies and interests
• Personality traits and quirks (“sweet spots”)

15. NETWORKING = SELLING
“Making friends
in order to advance your career”

16. Networking
• Who’s your audience
– and how do you find them?
• How well do people know you?
• How often do you appear on their
radar?
• Sales vs. Access
• “Door Openers”
• Deepen relationships
• Find mentors

17. The Context
What Am I Selling?
Who Do I Know?
How Can I Help Them?

18. Selling Your Brand
• The Golden Rule (of business):
“Who has the gold makes the rules”
• The employer's needs
• Contribution and Service
• People like to work with
people they know and trust
• Good enough is good enough;
who best fits with the team?

19. Experiential Learning
“You practice and you get better.
It’s very simple.” (Philip Glass)
“We are what we repeatedly do. Excellence,
then, is not an act, but a habit.” (Aristotle)
Self-promotion becomes a habit

20. Time Management
• Priorities
• Efficiencies
• Measurable deliverables &
deadlines
ACTIVITY vs.
ACCOMPLISHMENT

21. Money Management
• Needs vs. Wants
• Does it make me $
or cost me $ ?
• Revenue (+) Expenses (-)

22. The Multiple Income
Streams Approach
Picture a wagon wheel . . .
Hub: your core brand or skill set
Spokes: various ways you can derive income
from your talents/skills
How many ways can you generate revenue?
A business does not rely on a single client.
This model is designed to create
a steady stream of income from multiple sources

23. You possess talents and skills you
can share with the world - even if it
may take you years to discover them
Keep working
Continue learning
Take care of yourself
(your body is a temple,
not an amusement park)

25. THANK YOU
chaz@chazaustin.com
Career Packaging
& Marketing