Treat Your Job Search Like an Ad Campaign
What's the difference between those expensive product campaigns and your job search? Not much if you get down to it. They're both an attempt for individuals to sell a product or a service and stand out from the competitors.
At the heart of any advertising campaign are people who know their craft. They are skilled in the buzzwords and the strategies that will get their product or service heard and remembered. To be successful in your employment search it could pay to think along the same lines as a top-notch advertising team. Key items that you should focus on are your list of contacts, what benefits you're offering and the creative way you present yourself.
Contacts: It's often said that it's not "what you know," but "who you know." That's why your list of contacts is paramount. You can't sell something effectively unless you know your target market -- a major rule of advertising. Make a list of all of the potential contacts you have. Put the list in order of where you'd like to work and where you have the best chances for being hired. Then list all of your networking contacts and other possibilities that may stem from that. By putting it down in black and white you can determine if you need to improve your public relations before you dive into your employment ad campaign.
Benefits: People are always looking for a bargain, which is why those infomercials and sales tags will always feature the "99 cents" price rather than rounding up to the whole dollar. If it seems like a bargain, there will be more bites. However, in terms of bargains an employer may be thinking low salary -- something not in your best interest. By knowing your market you can tailor your sales message toward the other ways you can be a bargain to them. Maybe you're efficient in your work and get things done in half of the time. Perhaps you have strategies for saving the company money. You could be a sales whiz and the company is certain to see profits soar by hiring you. Figure out what benefit the company will gain and tailor your sales pitch around making it seem like you're an affordable necessity. This can serve as your first step in the door.
Package: Many people will choose a product based on packaging or appearance. While it's been said "not to judge a book by its cover," that's just what so often happens. This is the reason why so much money and thought goes into the packaging and product placement of products and services. With a job search there are many details that contribute to your overall package. These include the language on your resume, the way you speak with networking contacts, how you interact with others, and your appearance/wardrobe for interviews. Think about the image you want to project. It is safe to err on the conservative side when dressing and preparing for interviews. This way you'll be certain not to be underdressed or underprepared. And while you want recruiters to remember you, you want them to remember your talents, not your wild hairdo or outlandish clothing.
In terms of setting yourself apart, think about what everyone else is doing in terms of applying for a position and then go against the grain -- it could pay off. For example, e-mail has become the technology of preference for submitting resumes and cover letters. Why not use the "old-fashioned" method of regular mail to submit yours, replete with a hand-written envelope. This will show you took the time and effort to apply for the position and could set your application apart from others. Now's the time to find the innovations that make you "the best," "the newest," and the "can't live without" employee.
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