Marketing Yourself workshop objectives: Understand how marketing applies to job search and construct a simple personal marketing plan Use O*Net and other online resources to find labor market trends and research potential employers Construct a comprehensive master resume, from which you will make resumes targeted to specific jobs Establish a consistent personal brand or message and utilize available tools to broadcast that message to employers and others

1. Stand Out!
Marketing Yourself Effectively
to an Employer

2. Objectives
In this class you will learn to:
1. Understand how marketing applies to job
search and construct a simple personal
marketing plan
2. Use O*Net and other online resources to find
labor market trends and research potential
employers
3. Construct a comprehensive master resume,
from which you will make resumes targeted to
specific jobs
4. Establish a consistent personal brand or
message and utilize available tools to broadcast
that message to employers and others

3. Today’s Job Search
a.k.a. We’re Not In Kansas Anymore, Toto!
This is a new world of job search.
What got you HERE…
…won’t get you THERE!
Insanity: doing the same thing over and over again
and expecting different results.
- Albert Einstein

4. Standing Out …

5. How Important is Marketing?
• What YOU see…
• What (you hope) the
EMPLOYER sees…
It’s up to you to make the employer’s
view of you as clear as possible!

6. 5 Best Ways to Hunt for a Job
1. Doing an Inventory of yourself – 86%
– Know WHAT your skills are
– Know your ideal field
– Know how to get where you want to go
2. Targeting employers in job club - 70%
3. Targeting employers alone – 65%
4. Knocking on employer’s door – 47%
5. Asking for job leads from network – 33%
SOURCE: What Color is Your Parachute? Ed. 2013

7. The 4 P’s of Marketing
PRODUCT ("YOU INC.")
• Vision
• Mission
• Values
• Skills
• Resources
• Results
• Competitive Advantage
• Objectives
• Short-term
• Lont-term
• Strategies
• Tactics
• Priorities
• Payoffs
PLACE
(DESIRED LOCATION)
• Objectives
• Strategies
• Environment
• Work
• Living
• Leisure
• Relocation?
• Tactics
• Priorities
PROMOTION (CONTACT
STRATEGY)
• Objectives
• Inform, persuade,
remind
• Strategies
• USP
• Features, benefits
• Positioning
• Tactics
• Resume
• Networking
• Contact Plan
• Interview Plan
PRICE (INCOME)
• Objectives
• Expectations
• Short-term
• Long-Term
• Type of Compensation
• Benefits
• Constraints
• Strategies
• Flexibility
• Tactics
Know yourself Know your niche Know your tools Know your value

8. Product: Know Yourself
• Know your skills, experience, accomplishments
• Identify your own wants, values, needs,
strengths AND weaknesses
• Be able to articulate
– 60-second commercial
– Interview skills
• Be consistent in your message

9. Place: Know Your Niche
Where do you want to work?
What industry?
What job titles?
Targeted company?
What factors weigh into your decision?

10. Promotion: Know Your Tools
Cover Letters/Resumes
Business Cards
Phone Calling
Social Media
Where do members of your target
audience get their information?

11. Price: Know Your VALUE

12. “the creation of an asset that pertains to a particular
person…leading to a uniquely distinguishable, and
ideally memorable, impression.” --Wikipedia
This is sometimes known as a Unique Selling Proposition.
It’s your competitive advantage.
Personal Branding:
The Personal Brand

13. The Personal Brand
When developing your personal brand,
take into consideration your personal
values and vision.
Vision gives you meaning and purpose. It keeps you
from just going through the motions.
Values are the basis of your dreams and goals. Living a
life according to your personal values is critical to
achieving an overall sense of well-being and fulfillment.
Personal Branding:

14. EXERCISE: Your Values
To identify your core values,
select the 10 most important
from the examples given.
Add or re-word any until they
feel comfortable.
Then rank them.

15. Vision
• Vision gives you motivation
• Your vision can reflect your
values in action
Your Vision
What is your vision
of your future?
(Personal and
Professional)

16. Mission Statements
Businesses express their values and vision in the
form of mission statements designed to guide
the development of operational plans.
They guide what a company will do and how
they will accomplish it.
A personal mission statement provides clarity
and gives you a sense of purpose. It defines
who you are and what is important to you.
Everything you let
employers know about
you MUST agree with
your mission statement.

17. Mission Statements
I am an intelligent, ambitious person who takes pride in integrity,
responsibility, personal growth and lifelong learning. I will
fulfill my vision and dreams by creating exceptional results for
a medium to large sized marketing oriented company. I will
embrace challenge and pursue excellence throughout a career
in consumer goods marketing.
EXAMPLES:
I empower jobseekers with effective job search strategies.
Supporting jobseekers, letting them know they are not alone,
is my primary goal. I share empathy, not sympathy, and
provide tools for the jobseeker to overcome barriers and
achieve success.
NOTE: your mission is never static; it is always developing!

19. Where Do I Want to Go?
Know your target:
• Industry
• Career
• Company or companies
• Location

20. How Do I Get There?
• Labor Market Research!
• Research Potential
Employers
• Networking /
Informational
Interviews

21. Putting Your Plan to Action
• Know and articulate your selling points
• Find your targets
• Use your marketing tools to their fullest–
communicate on THEIR channels

22. Make a KILLER Marketing Resume
My List of
Job Titles
Master
List of
ALL
skills
Job 2
Job 1
Paragraph form
Copy and past into state,
federal, Boeing or
corporate online apps
CORPORATE OR GOVERNMENT JOBS

23. Make a KILLER Marketing Resume
My List of
Job Titles
Master
List of
ALL
skills
Master
Resume
TARGETED
Resumes
Smaller Business Jobs

24. Portfolios

25. Portfolios
 Targeted résumé
 Work samples that compliment résumé
 Letters of recommendation
 Customer or client testimonials
 Awards and honors
 Degrees and training certificates
 Education transcripts
 Licenses and certifications
 References
 Extra copies to leave with your contact
Include work
samples and
other items in
your folio.

26. Portfolios
 Split into sections employer understands
 Carefully limit items to include
 Create tabs for easy viewing:
 Certifications and Licenses
 Report Samples
 Project Samples
 Writing Samples
 Design Samples
 References
 Recommendations
 Education
Design your
portfolio’s
appearance.

27. Portfolios
 Portfolio will change with each
targeted employer or occupation
 First draft will be time consuming
 Select individuals to review draft
 Feedback: what best represents you,
what didn’t
 Make changes based on feedback
 Review your portfolio before every
interview; match materials to job
 Keep your portfolio up-to-date
 Shop portfolio around to contacts
 Create an online portfolio
Get feedback on
your draft.
Make changes.

28. Social Media
Why use social media?
Social media provides modern and
alternate ways to:
 Expand your networking contacts
 Research companies
 Update knowledge and skills
 Get noticed by employers
 Display what you can do
 Backup your KSAs with
accomplishments or samples of work
 Show your communication skills

29. Social Media
How to use social media…
 Protect your privacy.
 Think before you type.
 Become a trend setter.
 Keep current.
 Select friends, followers and
subscribers carefully.
 Create separate personal and
professional accounts.
 Cautiously choose images.
 Cleanup your past online activities.
 Share knowledge, ideas, leads and
connections.

30. Four Barriers Facing You
• Not knowing how /where to start
• Lacking direction or focus
• Low self-worth
• Lack of confidence in managing the
future
Developing a personal
marketing plan will go a
long way toward
breaking down those
barriers!