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December 6, 2012 by Cheryl Lynch Simpson A Personal Marketing Brief (PMB) is a fabulous networking tool … perhaps the perfect networking tool. A PMP is a 1-page career communications tool that briefly summarizes and showcases your career search targets, preferred companies, industries, and job functions, career brand, experience pedigree, and achievements.
Send your PMP to your networking contacts to give them direction about what you’re looking for career-wise.
In short, Personal Marketing Briefs help recruiters, contacts, and hiring managers to focus on you without being distracted by your whole work history. In an age where virtually everybody is on either Facebook, Twitter, YouTube, Instagram, Pinterest, Google +, LinkedIn, forums, or blogs, it is important for companies to have a robust and well-considered social media marketing plan on the various online and social media channels. The second and perhaps more practical approach for most organisations is to partner an agency to conceptualise, develop and implement its social media strategy. Before you engage any firm, however, it is probably important to explicitly state what you wish the agency to achieve for you.
This covers your vision, mission, values, primary activities, company history and other vital corporate and brand information. Describe your existing online properties (eg websites, blogs, Facebook pages, Twitter accounts, Youtube channels etc) and the current activities undertaken (types of campaigns, levels of intensity, frequency, and so on). If they are PMETs (ie Professionals, Managers, Executives and Technicians), which subset within this huge group are you pinpointing at? Improve brand influence: Are you looking at expanding the top-of-mind recall, mindshare and heartshare of your brand? Grow community: Are you seeking to grow your social media communities on Facebook, Twitter, LinkedIn or Instagram? Drive online sales: Are you hoping to improve clickthroughs to your e-commerce page to drive sales? A good way to do this is to break it down into specific Key Performance Indicators (KPIs) and targets.
If possible, include both qualitative and quantitative indicators of success, bearing in mind the principle that sometimes less is more. Unless you plan to track your social media influence on your own, it is useful to plan what your agency can deliver to you in terms of reports and updates.


Thanks for this insight, i would always consider being concise yet write things up on catchy way. Social media have transformed corporate communication practices: Tools such as Twitter, Facebook and Google+ allow organizations to speak directly to and solicit responses from the public quickly and affordably. If all of this is going to fit on one page, though, it has to be concise with lean, descriptive language. Too many job seekers think that networking consists of sending their resume to everyone they know and waiting for the leads to pour in.
With practically all the tools available for free, what you simply need to do is to devote time, energy and lots of creative juices to generate oodles of great content while cultivating awesome relationships. Hopefully, along the way, your team members can learn from the experts on the dos and don’ts of digital influence, and eventually do it themselves. These help your agency to understand the road you have taken thus far and to be more precise moving forward.
In addition, do include any prior historical knowledge you may have on who these desired customers are. If possible, you should also specify specific timeframes, ie use the SMART acronym (Specific, Measurable, Accurate, Realistic, Time-bound) when determining your KPIs. While one can write a blank cheque and hope for the best, it may be fairer to both parties if the expectations for the job are clearly defined.
This can include your web portal, blog, Facebook page, Twitter page, LinkedIn profile, Youtube channel and so on. This includes design, booking of domain names (URL), writing and editorial work, photographs, videos and all other related work.
This can either be highly specific or be left open so that they are measured principally on outcomes as opposed to outputs. This can include the organising of blogger cultivation activities, one-to-one interviews, blogger functions, contests, and the establishing of brand communities on forums and networks. This is extremely important as your ultimate goal should be to build internal capabilities such that you can eventually handle your own social media activities. For example, you could specify that you want two blog posts every week, or daily updates on Facebook.


What’s most important is to tailor your brief to suit the specific needs of your organisation. By doing so, you not only reduce the ambiguity of the relationship between the client and the agency but help to cement it into a mutually beneficial win-win partnership. But the original intention of these media were to connect friends, not customers or employees; for businesses, accustomed to managing all aspects of communications (and muting dissent), social media can be an awkward fit.
The truth is that most of your network may not understand enough about the nitty gritty details of your experience and achievements, let alone your brand, to effectively refer you to leads, contacts, recruiters, or companies. Rise above the rat race by sourcing the name of the hiring manager in the department you want to join and forwarding that person a copy of your PMP.
They could include their online behaviours and preferences, as well as their offline interactions with your brand.
However, bear in mind that the more you ringfence the tasks, the lower the flexibility for the social media agency.
A well-written PMP educates your network about you and what you want, thus helping you to find it faster.
They’ll grasp your potential impact on their operation much faster and may well request a copy of your resume.
This document will give your profile visitors a superlative big picture of your experience while helping them hone in on key achievements, traits, and credentials.
Note that promoting an organisation is slightly different from promoting a brand on social media. After all, you cannot pre-load more key words in your resume if you can’t target a specific position. And they often excerpt content from PMPs to showcase in the candidate briefs they compile for client companies.



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