Start marketing from the heart
Don’t risk claims with your personal marketing and job search. Instead, make an emotional connection.
As a job seeker, you can make very few claims. Typically, your resume sales numbers or references or testimonials can’t be proven or conversely not proven [Check out these articles on job references and testimonials]. So how do you market your true value?
This matters more than your resume, testimonials/references and network. Even now, the person in charge of hiring can readily associate the label “job seeker” with stories about poor resume and interview etiquette, inappropriate dress and cliches about desperation.
When given the opportunity take the opportunity to say a few words to talk about your involvement in your community – or if you’re not involved, your outlook on the way that you serve your community. Reflect on the remarkable level of trust and faith people place in a your chosen profession, and how your work is a kind of pledge to the families, couples and individuals in your city or region. Or, talk briefly about a moment you had when you realized the gravity and essentiality of your work.
Behind the cold, impersonal label of “employers”, we find maturing companies struggling with start-up costs and personnel issues, time-poor executives and business owners inattentive to job seeking issues, and wondering if they’ll outlive their investment money.
They all want confidence. You have knowledge they sorely seek at a crucial time of life. Promote it.
Play up the fact that you have knowledge and education, the ability to search for answers, and the resources to solve their lingering issues. You can talk about that as well as your desire to plan collaboratively with their existing advisors/employees, or your desire to serve (licenses and education permitting) as their “quarterback” or officer.
You know what the layman doesn’t. You can’t be an authority on everything, but you know enough to awaken employers and business owners to the potentiality of certain circumstances. Talk about these circumstances in your marketing. Alert your prospective employers, and let them know that your job is to help them prepare for transition and change.
These factors drive most effective job seeking marketing. They have nothing to do with performance and everything to do with the creation and maintenance of a relationship. You want a relationship with every prospective employer, right? Your ‘A’ employers and recruiters are products of relationships; so is their repeat “business”.
You can talk about many compelling issues in language apart from performance claims. Don’t just talk about them: refocus your marketing around them, and share your perspective as your experience and success allows. Present your honest interest in other people and your capacity to understand their lives, and you’ll likely find that your marketing/job search will work better than ever before.
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Mark Montoya has been working in personal branding for more than a decade for hundreds of online and offline companies, small businesses and individual service professionals. His focus has been toward improving the way jobseekers find employment on the Internet. He has synthesized his expertise by helping job seekers obtain their ideal choice of employment over the Internet on his sites MyOnlineCareerSpace.com and MyOnlineCareerCoach.com, and through his books 101 Tips Every Job Seeker Should Know and The Ultimate Online Job Search eBook.