Every successful business requires a marketing campaign to promote its products or services. Businesses utilize a variety of delivery methods—social media, websites, television, radio, and other methods—to deliver their message to their consumers. Their campaign must be convincing, impactful, and informational, or it will fail.
Like any company, a successful job search requires a marketing campaign to deliver a strong message. Obvious methods to deliver your message are the résumé and interview. But your job-search marketing campaign must consist of more than these two elements.
Part 1 of this article focuses on your written communications, as well as what comes before. Part 2 addresses engaging with your LinkedIn network and your oral communications. I’ve asked nine career-development pundits to contribute to this article. Read both parts of this series to learn about your job-search marketing campaign.
Labor market research
Before you write your résumé, it might make sense to know which skills, qualifications, and experience employers seek, wouldn’t it? This general information can be ascertained by researching the labor market. This should be your first task in you job-search marketing campaign.
Ask yourself these questions: What kind of work do I want to perform? What is my ideal salary? Is my occupation growing or declining? Take it further and ask yourself which types of companies I want to work for? Do I have a list of 15 companies for which I’d like to work?
Sarah Johnston, is an Executive Coach and Résumé and LinkedIn Profile Writer who understands the importance of researching the labor market. She writes:
“There is a famous French quote that says, ‘a goal without a plan is just a wish.’ I’d like to go down in history for saying, ‘a job search without research and a strategy is like a trip with no destination.’ After getting crystal clear on your own personal strengths and career needs, one of the best places to start a job search is identifying a target list of companies that you’d be interested in working for or learning more information about.”
Any strong company will conduct consumer market research to determine if its products or services will be successful in a given geographic location. If they fail in this component of their market research, they will go under.
One thing most job-search pundits and hiring authorities will tell you is that your résumé is a key component of your job-search marketing campaign. It is your ticket to interviews. However, few job seekers understand what employers are looking for in a résumé. Adrienne Tom, Executive Résumé Writer, knows what employers are looking for.
To make your résumé stand out, Adrienne recommends two important strategies: making your résumé relevant and including powerful accomplishment statements. In terms of relevance, she advises:
“Focus on creating good quality content. Align every point with the reader’s needs. For every point you write down in your résumé ask, ‘So what?’ and ‘Will this matter to this reader?'”
And when it comes to creating impactful accomplishment statements, she recommends listing the most important information at the beginning, which she calls “frontloading.”
“Lead bullet points with results. Make it easy for hiring personnel to spot important details, fast; don’t make them hunt for it. Walk the reader through your career story, start to finish, by sharing relevant, measurable details that matter.”
Ashley Watkins, Executive Résumé Writer, spent 15 years as a corporate recruiter, so she understands what employers are looking for in a résumé. She echos what Adrienne says about accomplishment statements:
“Hiring managers want to know what you can do to positively impact the company’s bottom line. Use every opportunity to include numbers, dollar amounts, and percentages to validate your results. It’s crucial that job seekers bring their achievements to life and convince employers that hiring them will solve their immediate problem.”
Ashley warns against writing generic, one-fits-all résumés.
“Although having a clearly defined career target is the most effective way to land a job, many job seekers use a very generic résumé strategy when applying for positions online and when networking with their referral contacts. When you do not have a keyword-rich, targeted résumé focus, you are leaving it up to the reader of your résumé to figure out what you do. Therefore, increasing your chances of winding up in the ‘no pile.'”
Both résumé writers stress the importance of crafting a résumé that will pass the applicant tracking system. You will only accomplish this if, like Ashley advises, your résumé is key-word rich.
Successful businesses deliver a strong message that encourages consumers to buy. Your goal is to encourage employers to invite you to interviews.
Does your LinkedIn profile resemble your résumé? If it does, you’re hurting your chances of impressing people who read your profile.
Ana Lokotkova is a Personal Branding & Career Search Advisor, who specializing in writing résumés and LinkedIn profiles, as well as coaching interviewing. She sees the LinkedIn profile as a digital handshake.
“The days of using your LinkedIn profile as a copy-pasted version of your résumé are long gone. Today, you can drop the résumé lingo and humanize every section of your profile. Your headline is the first thing people see when they come across your profile. Forget your most recent job title, and turn your headline into a slogan-like value proposition.
“Include relevant keywords that will help others find you on LinkedIn more easily. Write your summary section in 1st person. Help others learn about your WHY and what sets you apart from other professionals in your industry.”
Another authority on LinkedIn is Virginia Franco, Executive Career Storyteller. According to her, the headline and new About section are critical to your LinkedIn profile’s success:
“Storytelling as a concept is prevalent across our media today from newspapers to magazines. This is important to recognize because, in reality, readers skim LinkedIn profiles in THE EXACT SAME WAY they digest the news.
“At first glance or when in a rush, readers skim the headline and the first section of the article tell them 1) what the story is going to be about and 2) help determine if the story is worth a deeper read when there is more time. Applying this methodology to LinkedIn, it is essential that a profile contain a headline and that About section tell the reader what your story is about, and intrigue them to want to read more when they have time!”
Successful businesses recognize that their audiences vary. Whereas a document as factual as a résumé is appropriate for one audience, a document like the LinkedIn profile might be more appealing to another audience.
A little known tool for your written communications is a networking document referred to as the approach letter. In the days of digital communications, this is usually sent as an email or even a LinkedIn message.
The idea is to send this to companies for which you’d like to work but haven’t yet advertised a position. You want to penetrate the Hidden Job Market by being known by companies before they advertise a position.
In your approach letter you can ask for a networking meeting where you will ask questions about the company, a position you’re interested in, and the individual who has granted you the informational meeting.
Your questions must be illuminating, not a waste of time for the individual. Ask about potential problems the company might be facing. What are the major requirements for the position. How the individual came to working in their role and at the company. What they see the role or industry evolving in the future.
If your timing is right, the company might be trying to fill a position it hasn’t yet advertised. You could impress the person granting the meeting so much that they might suggest you to the hiring manager. At the very least ask if you can speak to two other sources.
In this article I’ve covered the written communications of your job-search marketing campaign. In part 2 we’ll look at the verbal side, which will include personal branding, networking, the interview, and following up.