A Job Search as a Marketing Campaign

Begin by thinking of yourself as a "product." You are one, you know, whether you like the idea or not. You have a certain set of skills-of features, benefits and attributes-that you need to make appealing to a potential "purchaser," a new employer. Your job search, then, is really a marketing effort, in which the product you are going to market is yourself. Your marketing campaign includes all elements of marketing: marketing research; advertising (your letters and resumes); packaging; prospecting for "customers"; and that very important part, personal selling (the interview), which includes closing the sale (getting the job). In a job search, each one of the marketing phases has a corresponding function particular to looking for a job. Some of the elements in each section are:

• Surveying the Market in General
  
• What is the general economic situation?
  
• What are conditions in this market (location)? Should I consider another market place?
  
  
  
• What are the market segment(s)?
  
• What does the job market look like? What are possible markets for my skills?
  
• Where are the jobs? (Geographical location, business/industry/non-profit/government)
  
• What are areas of greatest opportunity?
  
• Segmenting the Market
  
• What do the market segments look like?
  
• How many companies are in the segment?
  
• What do the particular market segments need? (Skills, background, general and specific abilities)
  
• Selecting a Segment with Matches
  
• Which segment(s) do my skills most closely match?
  
• What can I do best for which position in the segment?
  
• Positioning Your Product in the Segment
  
• Goals and objectives (What am I looking for?)
  
• Market Research (What kinds of activities do I need to engage in to get a job?
  
• What kinds of jobs are available? Where are they?)
  
• Product research (What are my strengths and weaknesses? What do I like to do? What do I want to do? What do I need to learn? What changes do I need to make?)

Budget (Time, finances, energies)

• Developing new skills
  
• Prospecting for possible employers (lead generation)
  
• Presentation (Resume, letter campaigns, preparing for interviews)
  
• Personal selling (the interview)
  
• Time Management-Working Efficiently
  

Job hunting is time-consuming and exhausting. You must use your time as effectively as possible. You were used to managing time on your job. But when you're unemployed, everything else is out of whack, and it's easy to quit managing your time, too. This section on time management isn't meant to be insulting-it's meant as a reminder to continue managing your time wisely.

One of the most efficient time-management tools is the list. Begin by writing down as many job-hunting activities as you can think of, basing them on the suggestions shown above in the market survey section. Then prioritize the activities, using an A, B, C. system (A for the most important activities, B for those which are important but can wait a while, C for those which might be useful, but which can be done later, provided doing the A and B items doesn't get you a job.) Then, for those rating an A priority, number them in order of importance and/or immediate need.

Let's say your list looks like this:

• Talk to other unemployed or recently unemployed executives or professionals to find out what worked for them.
  
• Write a preliminary resume.
  
• Make a list of your accomplishments on the job - what you did that made money or saved time or money for your employer.
  
• Write brief job descriptions for each position you held.
  
• List responsibilities for each position held.
  
• Review your strengths in technical, business and interpersonal skills and write them down.
  
• Evaluate your technical, business and interpersonal weaknesses. Decide if you have any areas where you should take corrective action. Write down both.
  
• Determine and write your job objective(s).
  
• Write a thumbnail description highlighting your business abilities.
  
• Prepare drafts of your final resume or resumes. You may need several different kinds and may go through several drafts of each before you come up with something you can use.
  
• Get personal stationery printed.
  
• Avail yourself of a personal computer/word processor. (If you don't have one, check at a nearby quick-copy shop. Many of them will allow you to use a word processor for a small fee or can arrange to have someone input your resume so that you can produce a professional-looking document.)
  
• Review your personal wardrobe for job-hunting suitability.
  
• Find a place to work outside your home-the office of a friend, the public library, a community facility-some place with permanence.
  
• Arrange to have your telephone answered-an answering service or machine, someone's office.
  
• Apply for unemployment compensation.
  
• Review your financial obligations and finances.
  
• Prepare a budget for six months or longer.
  
• Have your resume drafts reviewed by knowledgeable people in your field, or by people whose opinions you value.
  
• Prepare answers to possible interview questions.
  
• Go through at least one and preferably more mock interviews with friends, acquaintances or other job-seekers.
  
• Discuss your situation fully and honestly with your family.
  
• Seek help from a counselor.
  
• Contact all of your references, preferably in person, or by telephone.
  

As you complete each essential preliminary activity, check it off on your personal checklist. This will both keep you on target and give you a sense of accomplishment. Then, continue to make lists and check off activities as you enter the later phases of your job search.

Keep in mind another point about time management. The time-management experts say, "Do it now." In a job search, it's entirely too easy to procrastinate and spend hours "fiddling around" or otherwise wasting time. Instead, consider your job search to be your full-time employment-perhaps the most important job of your life, since it will determine your continued success. Let's face it. At this age, there's a terrible temptation just to give up and let everything go. Fight it!