Leadership step 4 b marketing materials

www.CrossroadsCareer.org
step 4B
marketing materials

Prayer

6 Factors for Targeting
Page 31

The 6 Steps

Target Opportunities Exercise
Page 33

What You Do Best Employers Need Most
Experiences
Abilities
Personality
Interests
Values
Spiritual Gifts and Calling
Occupations
Employers
Locations
Income
Platforms
Culture
Learn What Employers Need Most
Page 34
1. Informational Interviewing
2. Associations
3. Newspapers / Magazines
4. Websites

Faith Based
• My steps have held to your paths; my feet
have not slipped. – Psalm 17:5
• Kings [Employers] take pleasure in honest lips,
they value a [person] who speaks the truth
- Proverbs 16:13
• Buy the truth and do not sell it; get wisdom,
discipline, and understanding. – Proverbs 23:23

Faith based
• “Before I formed you in the womb I knew you,
before you were born I set you apart” says the
Lord.” – Jeremiah 1:5

Market Your Strengths
• Identify a single Occupation/Industry
Focus on just one
• Marketing Material Development
...3….2….1
35, 37

www.wordle.net
Learn What Employers Want Most
Job Post Resume
34

Realize it takes more than a resume in today’s
job market
• Resume
• Cover Letter
• Business Card
• LinkedIn
• Networking Guide
• Elevator Pitch
• More…

Discussion

Elements of Your Brand
Page 35
• Audience:
• Value:
• Uniqueness:

From Elements Into Brand

Personal Brand Statement (PBS)
 Detailed statement, 3-4 lines
 Strong, core statement that differentiates you
 Must include audience, value, and uniqueness
 Example:
Engaging cutting edge technologies to advance
corporate-wide initiatives to expedite manufacturing
processes and achieve aggressive revenue growth,
cost-cutting objectives, and profitable margins.

Tag Lines
When it absolutely, positively has to
be there overnight

Elevator Pitch

The Basic Elevator Pitch
• Hi, my name is ____________
<Insert Name>
• I am a ___________________
<Insert Title>
• I am known for ____________
<Insert Tag>
• I am seeking a new position in ________
<Insert Geography or Industry>
• But enough about me,
who are you and what do you do?

Today’s Résumé

New vs. Old Résumé
The Résumé is:
• Marketing document
The Résumé is not:
 A historic document

Resume
Styles
39-40
Chronological:
When continuing in
the same or similar
career
• List your work
experience in reverse
chronological order,
listing the most
recent work
experience first
• List accomplishments
under each employer

39-40
Functional:
Best when changing or
re-entering a career
• List talents in major
categories (service,
sales, etc.)
• Briefly list experience –
show company name,
title, location, and
dates only
Resume
Styles

39-40
Combination:
Aka Hybrid
• Power of both
functional and
chronological
• “Above the fold”
Resume
Styles

Parts of the Résumé
• Header
• Above the Fold
• Previous Experience

Header Information
• Name
• Phone
• E-Mail
• LinkedIn Address
• Second page: Name, Page 2
• Optional:
–Home / Mailing Address
–Certificates and Degree Acronyms

Above the Fold
• Get the reader’s interest
• “Read” in 8-12 seconds
• Summary vs. Objective
• Key Qualifications, Skills, Credentials
• Recent Graduates: include education

Key Qualifications
• Serves as the Executive Summary
• Emphasizes credentials, skills &
experiences you have based upon the 5 job
descriptions
• Don’t just use a “pick list”
• Should be supported by the resume

Previous Experience
• Information to include:
– Company Name, Location, Dates
– Job Title / Position and Dates
– Job Description – Paragraph format
– Accomplishments (STARs) – Bulleted
format
• Education
• Anything relevant to getting the job

Tips
• Use only 1 phone number, professional e-mail
address
• Do not need to preface phone or e-mail with
title
• Get a new e-mail address if currently using
AOL or hotmail
• Use Google Voice number to supplement out
of state number

Keywords
Weave keywords throughout your entire resume:
 Craft solid sentences with both action verbs and strong
nouns
“Designed award-winning Excel certification training for
900 actuaries and statisticians"
 Replace pronouns with the relevant nouns
"Certified in Microsoft Excel and use Excel daily for
revenue audits"
35

Keywords
Weave keywords throughout your entire resume:
 Put keywords in "context"
While a keyword section is useful, some search engine
penalize the "lumping“ of excessive keywords together
 Call out companies and clients by both the short and long
names
 Use variations of your keywords throughout the resume
35

Resume Tips
38
Use standard fonts, like Arial or Times New Roman – size
11
Keep it to 1 or 2 pages (3 if you have many publications,
etc.)
A clear Summary, Headline or other Role indicator at top
Action verbs and strong nouns (keywords) – lots of them!
STAR statements – at least one for every job/role held

Resume Tips
38
1-inch margins are preferred…at least .65 of an inch
Check for format issues, grammar issues, spelling errors
Pick one date format and stick with it for every date used
Education at the end (except for new graduate or
educator)
Use generic titles if specific job title is uncommon /
confusing

Resume Tips
38
List active and relevant industry certificates after
education
List job history back 8-12 years…not more than 15 years
old
Once you have a good resume, work on a LinkedIn profile

Overall
• File name
• File format
• One job per resume
• Spell out first instance of non-common
acronyms
• List items from most important to least
important

Order of Accomplishments
Most Least
Least

Overall
• Consistent, complete, correct, and quality
– Spelling
– Grammar
– Font
– Format
– Spacing
– Bullets size and style & use of periods after
bullets
– Your name
– Indentation
• Include a cover letter as the first page

Don’ts
• Do not include a picture
• Do not add “references available upon request”
• Do not include personal information (martial
status, children, politics, religion, etc.)
• Do not use pronouns

Don’ts
• Do not use colored paper
• Do NOT overdo font styles
• Do not include reason for leaving
• Do not send references or salary information
• Do not use company or industry jargon
• Do not use fluffy words

Business Card
Covered on page 47 of workbook

Networking
Guide

Cover Letter

Profiles – LinkedIn as an Example
38
 Enter a solid Summary to give
the reader a quick
understanding of who you are
(no more than about 5-6 lines
or bullets)
 Enter a brief variation of the
history section of your
resume
 Focus on successes, skills and
accomplishments

Profiles – LinkedIn as an Example
38
 Use one of the
“applications” that
LinkedIn offers to attach a
document or presentation
that shows off your skills
 If you blog on topics
related to your profession,
provide a link to your blog
 NO personal stuff
 Professional headshot
 Get 3-5 recommendations
to start
More about LinkedIn in following Steps

Other
• Professional signature block on e-mails

Altitude Review
Identify a single Occupation/Industry
Marketing Material Development
This is not a 1-time event
We are in the “Me, Inc.” generation, so develop a strategy to
keep your career, resume, and branding current and engaging

Next Week
Step 5 – Searching
Seek to serve
Networking
• Online
• In-person
And more

Leaders

Leaders
General
• Be sure all volunteers giving advise are trained
on the new materials
• Be sure emphasis is not just on resume &
LinkedIn
• We read left / right, top to bottom so what we
read first is most important (dates therefore
do not go left)

Leaders
Elevator Pitch
• Elevator pitch should not exceed 30 seconds
and never be historic or say they are
unemployed

Business Card
• Vistaprint.com/TV for 250 of the Premium
cards, no vistaprint logo on the back,
advanced editing, select from all designs, free
shipping, only $10
• Leave white space on business card for them
to write; no glossy finish
• Some job seekers take running out of cards as
a bad sign; it is good if they are doing it right
Leaders

LinkedIn
• Offer free headshots from a professional
photographer
Leaders

Leaders
Resume
• Visually show progression within a company

Leadership step 4 b marketing materials

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