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At this point in your search, you have completed Step 1, Identifying Your Target, by focusing on a specific industry, function, and geography. Now ita€™s time to complete your marketing campaign, which will create additional job search tools that will get the attention of your target companies and identify yourself as the best candidate availablea€”that is, the person who can produce for them in a meaningful way. The marketing component of your job search should be compelling, innovative, and of the highest quality. Ita€™s important to note that Step 2, Create a Compelling Marketing Campaign, is the second step because it is introductory in nature.
Your marketing campaign must have high-quality standards because it forms the very first impression an employer will have of you.
Your cover letter is the closest thing you will have to a conversation with your future employer, so it must make a strong case for why they should hire you. A huge percentage of recruiters use online profiles to search for potential candidates, so ita€™s imperative that your online profile be 100 percent complete and very professional. Lastly, your pitch clearly and succinctly highlights your strengths and value propositionThe unique value that a person brings to a potential company, so it must be well worded, in a tone that is professional and suitable to your goals, and it must be practiced so that you can deliver it at a momenta€™s notice.
The better the quality of the preceding items, the better your chances of being interviewed and subsequently hired. High-quality marketing is especially important in down economies, when recruiters literally look for reasons to discard someonea€™s candidacy. Conduct the preliminary work needed to write a cover letter that has purpose and gets noticed. Your cover letter should be engaging, informative, and show your command of the written word. Preparation and practice are critical to every step of the job search process, and the cover letter is no different. Highlight your top three skills that align with the job description as you will use them in your cover letter. In my last internship, I was asked to manually organize paper work for the past year's real estate transactions, with little other direction. I was given two weeks to complete this, and all of the paper work was in approximately five boxes. I quickly reviewed the contents, which fit into four categories: (1) commercial, (2) private homes, (3) condos, and (4) incomplete transactions.
I finished the project in one week, and I not only organized the files but also computerized the entire process.
As a result, my manager quickly focused on completing 25% of the outstanding transactions, adding ~$100K in the last half of the year!
Time was referenced (in a few ways): This project was during your last internship, and you had two weeks to complete the task.
The duties were defined: You had to organize the contents of boxes of paper work for the yeara€™s real estate transactions.
The action was emphasized: You took the initiative to organize the work into four categories and you checked with your manager to make sure you were going in the right direction. The accomplishment was highlighted: You completed the task in half the time, and you automated the process.
Employers want to hire individuals who are self-aware, and you can be self-aware only if you know both your strengths and weaknesses. Your weaknesses should in no way contain a hint of the skills necessary to excel at your target position.
Remember that everyone has strengths and everyone has weaknesses, including every CEO, every countrya€™s president, every manager, and every one of your coworkers. Table 5.2 "Chart of Weaknesses" will help you identify five weaknesses, or areas youa€™d like to improve.
To improve, Ia€™ve registered for a public speaking class next semester, and until then, I raise my hand more than usual.
You are aware that public speaking is a weakness, yet youa€?ve already given presentations, are not an abysmal failure in this area, and have already achieved some success.
You already have a plan to strengthen this skill: (1) you will take a public speaking class, (2) you are raising your hand as much as possible in class (which is a form of public speaking), (3) you are volunteering to present whenever you can, and (4) you are reading a book about presenting and ita€™s already helped. In addition, ita€™s important to note that a weakness should never be a core component of the job.
In the following sample, each component of the job description is considered and deciphered, in preparation for applying and eventually interviewing for the position. The CML Company, a leading provider of recruiting and staffing services, is currently seeking motivated, career-oriented individuals to join our recruiting team. Our recruiters work with our clients and inside sales team identifying, screening, interviewing, and presenting qualified candidates for contract and permanent positions.
Develop recruiting strategies designed to identify qualified candidates through various recruiting tools. Evaluate candidatesa€™ strengths compared with clientsa€™ requirements by evaluating, screening, and interviewing the candidate.
Negotiate wage rates and other terms and conditions of employment with candidates, and gain commitment from candidates for current and future job requirements. Complete necessary preemployment processes, including reference and background checks and drug tests. Work with account executives to identify top accounts, client skill sets, and key market segments, and to assess clientsa€™ staffing requirements. Communicate with peers by sharing recruiting best practices and providing accurate, thorough documentation on contract employees in our applicant-tracking system or by using other documentation tools. Maintain relationships with industry contacts to provide customer service, gain industry knowledge, and get referrals and sales leads. An additional three requirements are not stated as obviously: (1) individuals must be motivated, (2) they must have the ability to master the work, and (3) they must have a desire to be a part of the sales team in order to be promoted. If you are a strong match for the majority of the requirements, ensure you have specific, results-oriented examples to demonstrate these skills. You will not have a clear indication as to which skills are more important than others, so use your best judgment call.
If there isna€™t alignment, ita€™s a clear indication that the job is not the right fit for you and ita€™s best to continue your search.
The last step in this section is to select the top three skills needed in the job description, and decide which skills fall within your strengths and which you will highlight in the cover letter.
State you would be a perfect match because your strengths match the key skills necessary to succeed at the job.
The middle of the cover letter is magical because it makes the case for why youa€™d be an exceptional hire.
If you have examples of your expertise in a particular discipline, consider creating a portfolio of that information to share with potential employers. You need to specifically align your strengths with the job qualifications to create a compelling cover letter. A cover letter includes three things: the introductory paragraph, the closing paragraph, and the magic middle, where you highlight how your strengths align with the job. Draft your cover letter and pair up with a peer in your class and critique each othera€™s letters. Ita€™s a marketing tool for the passive job search because the majority of recruiters use online profiles to find qualified candidates. Ita€™s a great networking tool because you can connect with friends, family, former coworkers, and current schoolmates and stay in touch with them easily regardless of where you or they live or work. More than 100 million people are on LinkedIn, the leading online network for professional profiles, and that number grows every day. Think of ten to twenty people youa€™d like to connect to, such as peers from past jobs, friends and family, and peers at school.
On a regular basis, think of another ten to twenty individuals you can connect to and invite them. Professional photos are helpful as you start meeting more and more people because some people may remember your face more easily than your name or background. Take special care to ensure your Facebook presence gives a positive impression to anyone who may view it. LinkedIn is an online network with over 100 million users worldwide and provides specific connections for career-related and professional networking.


Recruiters and employers use LinkedIn to search for candidates, making it a key marketing tool for a passive job search. For a comprehensive campaign, you should also include a professional photo, recommendations, group memberships and the resulting connections and applications, such as reading lists, presentations, or blogs, that demonstrate your expertise.
Think of one or more additional features on LinkedIn you will add to your marketing campaign. A networking pitch was originally termed an elevator pitch because in the time an elevator takes to go between floors (generally thirty to forty seconds), you should be able to articulate your value proposition (the skills you have and the position you are seeking). This thirty- to forty-second summary should be spoken, or delivered, in a confident and convincing manner, making a strong impression. Practice delivering your pitch verbally, and further edit it as needed because we do not write the same way that we speak. You volunteered in a meaningful way and perhaps raised extraordinary funds for various charities.
Distinguish yourself from others in whatever way you can to ensure you are remembered in a positive light. Interviews often begin with the interviewer asking for a summary of your background or asking that you take one or two minutes to let them know about you.
After you edit the one-page answers to the pitch questions, ensuring that youa€™ve covered all the important items, cut it to half a page; this forces you to prioritize the essential elements. After you edit the half-page document, ensuring that youa€™ve covered all the important items, cut it in half again (ita€™s now one-quarter of the page); this forces you to be even more ruthless in prioritizing. After you edit the quarter-page document, ensuring youa€™ve covered all the important items, cut it in half again, leaving only four or five key bullets; this forces you to be concise and select just the most important items. Once you have the final pitch in writing, youa€™ll need to practice, then practice, then practice some more.
Deliver your speech out loud to ensure it flows smoothly and addresses your career highlights. Your pitch should contain your education background, experience related to the field in which you are interested, your critical skills and expertise, what you want to do, and why you would be good at it. Type your pitch on a one-page document, and trim it until ita€™s just four or five bullets in length. Pair up with a pitch buddy to practice with each other and critique and strengthen your pitch. Creating a compelling marketing campaign is a vital step in your job search because it markets your skills and abilities to future employers, in most cases, before you meet them.
Your cover letter makes the case for why you should be hired because it highlights the two or three critical skills necessary to succeed in the job you are seeking. Your online profile works behind the scenes to ensure you are seen by recruiters who seek talent. Your pitch allows you to introduce yourself in a clear and concise way, highlighting the strengths you have that will enable you to succeed.
The next step, step 3, is research, which will help you gather vast amounts of information about your industry, your function, your geography, and the companies you are targeting.
Your marketing campaign must have high-quality standards because it represents you when you are not there. Even though some recruiters do not read cover letters, it is always worthwhile to write a compelling cover letter, just in case the recruiter who reviews your information values them.
You should do five things before writing a cover letter: (1) assess your strengths, (2) assess your weaknesses, (3) decipher the job description, (4) compare your strengths, weaknesses, and the job description for alignment, and (5) select the top three skills you will include in your cover letter. The cover letter template includes three sections: (1) the introductory paragraph, (2) the last paragraph, which reiterates your interest, and (3) the magic middle (which highlights your top three skills).
Your online profile serves two functions: (1) ita€™s a passive job search strategy because recruiters search online profiles, and (2) ita€™s a great networking tool because you can connect with friends, family, former coworkers, and current schoolmates and stay in touch with them easily regardless of where you or they live or work.
A pitch should be short (less than one minute), concise, and include the following: (1) your educational background, (2) any pertinent experience in the field in which you are interested, (3) your critical skills and strengths, (4) what you want to do, and (5) why you would be good at it.
Why is it important to assess your strengths and weaknesses when preparing to write a cover letter?
To get started on preparing cover letters, thank-you notes, and references, go to the menu bar on the right and click on Letter Templates. For assistance in writing your personal statement, go to the menu bar on the right, and click on Personal Statements. Video Marketing: 10 Tips for Shooting a Promotional Video You are using an outdated browser. See the license for more details, but that basically means you can share this book as long as you credit the author (but see below), don't make money from it, and do make it available to everyone else under the same terms.
However, the publisher has asked for the customary Creative Commons attribution to the original publisher, authors, title, and book URI to be removed. A prospective employera€™s impression of you should be crystal clear in terms of the quality associated with your name, your abilities, and your overall candidacy, even before they meet you. Your future employers will use this to measure how you can potentially help them, so ita€™s critical to quantify the results of your projects and efforts. It should be a formal statement of your strong candidacy and should leave the recruiter with the impression that they absolutely must invest their time in meeting you. It should flow easily from a readera€™s perspective, making the connection between the opportunity and your ability to succeed if given the chance.
Most of all, you enabled your employer to close 25 percent of the outstanding transactions, adding about $100,000 in revenue to the bottom line. Your weaknesses should in no way contain a hint of the skills necessary to excel at any position. Having a plan to strengthen a weakness is impressive, especially if youa€™ve already taken steps to do so.
For example, if you perceive your weakness to be public speaking, you wouldna€™t apply for a position as a trainer. If communication skills are listed as important, in addition to giving presentations to potential clients, list one after the other. These three skills, if positioned properly, will make the case for why you should be hired. Select three strengths necessary to excel and assign each strength to a bulleted section or brief paragraph.
For example, perhaps you are a communications major and have written several documents that showcase your talent in this area. Ita€™s recommended that you flush all text to the left, as various software programs can wreak havoc with indentations and tabs. LinkedIn is different from Facebook because ita€™s intended only for professional use and to focus on your career.
Write a personalized request to connect that reminds them how you know them, rather than using the generic templates that LinkedIn provides. You can also upload some contact databases and e-mail accounts, such as Outlook, Yahoo!, and Gmail, into LinkedIn so that you can invite your entire existing network in one effort. To have a profile that is a comprehensive marketing platform, you should consider the next sections, which detail additional options.
Ita€™s important for you to include a short, succinct summary of your background and where you are now in your career. Groups are formed from common associations, such as college alumni groups (be sure to join your schoola€™s alumni group, even if youa€™ve yet to graduate), industry groups, and mutual goal groups, such as people interested in finding employment. Continually update your LinkedIn profile because as your career grows and changes, so should your LinkedIn profile.
The elevator pitch is now also called the professional pitch, the networking pitch, or simply the pitch. Continue rehearsing and repeating your pitch to ensure that your delivery is natural, convincing, and authentic.
These individuals will meet many students or candidates, so it is important that you make sure your pitch is short and crisp. Detail every college or university you attended, your major and minor, and your expected degree and graduation month and year (include your GPA if it is 3.3 or higher).
Be specific regarding industry, function, and geography (see Chapter 3 "Step 1: Identify Your Job Search Targets"). Focus on presenting your top two or three skills, and the skills you have that are necessary to succeed at the job you are targeting. You should use words that come naturally to you because the more natural the delivery, the more impressive the pitch. You may also download a PDF copy of this book (41 MB) or just this chapter (8 MB), suitable for printing or most e-readers, or a .zip file containing this book's HTML files (for use in a web browser offline). At first sight of the Apple logoa€”an apple with a bite out of ita€”you think of a sleek, innovative, quality product. Your marketing campaign will set the stage for these quality interactions, especially step 4 (networking and interviewing) and step 6 (negotiating and closing the offer).


The better the quality of your marketing, the better will be your interactions with future employers. Fill out the following chart, and, next to each strength, list a detailed example of how you have excelled at this particular strength. You mention two important aspects to being a good presenter: (1) you do best when you are prepared and (2) rehearsal and practice help you as well. If you perceive your weakness to be analytical skills, you wouldna€™t apply for a position as an accountant.
Once they master that role and have a desire to become a member of our sales team, they can be considered for promotion.
For example, if you have never worked in a fast-paced sales environment, focus on your desire to learn. For example, consider communication skillsa€”have a specific, results-oriented example of your verbal skills and your written skills. However, a proactive candidate may research recruiting strategies and the identification of talented individuals. Boldly indicate your strengths and include your best examples of how you excel at each strength. Include five or six samples of your communications to help build the case for why you should be hired. Helpful exercises include researching the company website, reading news releases, and even calling the company to ask. Four hundred million individuals have a Facebook presence, which enables them to connect and reconnect with current and past friends. You can use the LinkedIn search function to search by school, organization name, or other keyword.
With LinkedIn, all the people connected to a profile are visible to people who view that profile (you can shut off this feature, but it is helpful for networking, so most people do not).
Some open networkersPeople who choose to network with any individual, regardless of whether they know them well, or if they know them at all.
Groups enable you to connect to more people, translating into even more people who will see your profile.
A portfolio of your work for job search purposes might include published articles if you are a writer or illustrations and designs if you are a designer.
When meeting networking contacts, recruiters, and hiring managers, this is your one chance to make a great impression and present yourself with clarity. Practice until you can repeat it when someone shakes you from your sleep at 3:30 in the morning and you maintain your passion when saying it. She works closely with clients to build strategic marketing plans and move the process forward by managing the marketing tactics and keeping clients connected with their target audience.
You know that consumers are enjoying Apple iPads and iPods whether they are in New York or New Zealand, in the United States or in the United Kingdoma€”the marketing is that ingenious.
Just like creating a strong and successful brand, creating a marketing campaign will enable you to present yourself to potential employers in the best possible way. Whether your writing skills are exceptional or abysmal, all elements of your marketing campaign need to be double- and tripled-checked by someone who is knowledgeable about this process: an advisor at your learning institutiona€™s career services, a trusted and competent peer or friend, or a professional career coach.
Some are even addressed to the wrong company: cover letters addressed to Goldman Sachs end up in the hands of a Citigroup recruiter, and many addressed to The Wall Street Journal are sent to The Washington Post.
You should be excited about the opportunity and you should be confident of your ability to succeed (even if you truly lack the confidence). Quantify as much of your example as possible, and ensure you include a clear beginning, middle, and end. Focus on the fact that youa€™ve observed fast-paced sales environments, and those situations appeal to you.
At some point, however, you will want to select the three skills you think are most important, match them to your strongest skills, and then write your cover letter.
Perhaps you are a graphic design candidate, and you created several visuals that were used by neighborhood businesses, or for a class project.
A portfolio that you can carry to an interview could simply be a neat and professional-looking folder that contains hard copies of your work. Facebook allows you to post pictures of yourself, your friends, your animals, your vacation, and anything else you would like to include. As you populate your profile, LinkedIn makes recommendations for people you may know based on the names and keywords you enter. Include each work experience youa€™ve been a part of, again, along with the years, in a professional and formal format. You can join approximately fifty groups, and you can also elect to have your group memberships displayed or not displayed on your profile. For one thing, video tends to stand out among the clutter of links and articles that are most often shared and you can make a high quality video on a relatively small budget.  People looking for information on the Web in general, are looking for a quick find—so visuals, such as videos and infographics can trump a long article in best reaching this audience.According to a survey by Yes! This chapter will give you the tools necessary to construct all elements, but they must be checked and checked again to ensure quality. Marketing documents have a way of blinding proofreading abilities because candidates tend to look at them so often they lose their ability to identify errors. A well-written cover letter is an opportunity to present yourself well and influence a recruiter, so always take full advantage of that opportunity.
At the very least, you could think of the fact that although you dona€™t have direct experience in that particular environment, you have always been very proactive in completing tasks as quickly and efficiently as possible. Or you can include a virtual portfolio of online work with a link an employer can use to view your samples. If, after doing all the preceding, you still do not know the name of the person to whom you are sending your information, by all means, address it using Dear Hiring Manager or Dear Recruiter.
You can post your birthday, your relationship status, your taste in music, and your interests and hobbies. This also means that the more people you are connected to, the more profiles you can view and the more your profile can be viewed. Either way is acceptable and whether you link only with people you know well or are willing to link with people you barely know or dona€™t know depends on your comfort level. Tailor your groups to reflect specific professional interests as another way to market yourself as being involved with that area.
An online profile allows you to link to an online collection of your work and create a comprehensive view of everything you offer.
LinkedIn also has a status section for more frequent updates that are broadcast to your connections.
Make your pitch clear and concise, enabling the person who is listening to know exactly what type of job search candidate you are. Pay attention to the details, spell check, and check again by reading each sentence out loud. A cover letter can also be viewed as your first conversation with a future employer, so be certain its quality is exceptional. Most employers look to LinkedIn for professional information because LinkedIn is often described as the professional version of Facebook, but employers still will look at your Facebook profile. Either way, having samples and presenting them can prove to future employers that you have the talent to succeed. When three candidates seem equally suited for a position, researching the candidates on Facebook may provide information that becomes the deciding factor. Listing books related to your career targets shows that you are staying current about your target industries and functions and are committed to training and development. A word to the wise: Ensure that information on your Facebook page can only help your job search.
Foul language and inappropriate pictures of social parties and activities will hurt your ability to land the job you are seeking. Perhaps as part of a class assignment, you have done a group project that is relevant to prospective employers. Do not rely on privacy settings that you think filter individuals from viewing your information because those settings have often failed job search candidates.
If you have a blog and your blog showcases examples of your work, your LinkedIn profile can be set to update with samples of your work whenever you post to your blog.
Facebook remains a wonderful tool for social networking, however, once something is in cyberspace, ita€™s virtually impossible to delete, so proceed with caution!



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