Market Yourself

It is very important that you can show that you are a good fit for a job.  Sometimes the person who gets a job may not be the most skilled, but they may have been good at promoting themselves.  Here are some tips to help you market yourself. 

Create your "elevator speech."
An elevator speech is a brief summary of an idea for a product, service, or project. It is called an elevator speech because it can be delivered in the time span of an elevator ride (say, thirty seconds or 100-150 words).

The term is typically used in the context of an entrepreneur pitching an idea to a venture capitalist to receive funding. Venture capitalists often judge the quality of an idea and team on the basis of the quality of its elevator pitch, and will ask entrepreneurs for the elevator pitch to quickly weed out bad ideas.

A variety of other people, including entrepreneurs, project managers, salespeople, evangelists, job seekers, and speed daters commonly use elevator pitches to get their point across quickly.

Example of an elevator speech:

 “My name is Jane Doe. I have two years experience as an office assistant. I also took classes in project management at Whatever College. I have worked in customer service most of my life. I'm looking for an administrative support position. I'd really like to work for a medical company. Do you know of any jobs in that area?"

Create your own elevator speech by using the Your Elevator Speech (pdf).

Marketing Plan

The product to be sold to potential employers is YOU! Using your Job Search Target, create a marketing plan that will help you reach it.

MARKET AND INDUSTRY ANALYSIS

  1. Briefly define and describe (2 sentences) the field or area you have chosen.
  2. Identify and briefly describe the relevant industry trends that will affect the number and types of opportunities in the career path that you have chosen.
  3. How large is the market represented by the area in which you would like to work? In a typical year, how large in terms of dollars spent (i.e., sales) is this market? Is the marketing growing or shrinking? How many people are employed in this market? How many new employees enter this market in a typical year?
    Who are the key organizations/individuals, if any, that exert high levels of control in that area?
  4. What are the particular regions—countries, provinces, states, cities—where the markets are stronger and more promising? Be as detailed and precise as possible.

ENVIRONMENTAL ANALYSIS

Identify the key factors in each of the following that will affect the performance of the industry, market, or field that you plan to enter.

  • Demographic and social environments
  • Economic environment
  • Technological environment
  • Political and legal environments

COMPETITIVE ANALYSIS

  1. Against whom will you be competing to get interviews? Be as complete and thorough as possible.
  2. Identify your direct competitors and describe them in terms of their strengths relative to yours.
  3. What are your competitors’ skills, education levels, grades, personality characteristics, and network memberships.

CUSTOMER ANALYSIS

  1. Describe customer behaviour in your market. How do your employers go about hiring new people? When and where do they hire?  What benefits do they seek?
  2. Describe potential employers in the fields you would like to work in terms of industry size; hiring behaviour (i.e., how they go about recruiting new employees, in what numbers and when); skills, knowledge, and other key characteristics sought in employees; and salary ranges for the types of jobs in which you’re interested.

SWOT ANALYSIS

  1. Which strengths do you possess that will make you attractive to potential employers, customers, and/or clients in your selected market?
  2. Which weaknesses will you need to address as you move to the next step of setting your personal marketing objectives?
  3. What are the key opportunities that you should explore as they relate to the area(s) in which you would like to work?

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