Learn how to create value in your job search through the same processes companies use to market their product or service. The other focus of the session will be how to frame and enable a sustainable competitive advantage over the many others applying for the same position. Specifically, topics included in the session will include: • Creating a Marketing Plan • Developing your Unique Selling Proposition (USP) • Applying the 4 Ps of Marketing in Your Job Search • Market Researching your prospective employer • Branding Yourself • Meeting and exceeding the prospective employer's needs

1. Techniques in Finding Your Next Job
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4. “Marketing is a social and managerial process
by which individuals and groups obtain what
they need and want through creating,
offering, and freely exchanging products and
services of value to others.”
Philip Kotler
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5. If you think about it,
you are actually
marketing yourself to
potential employers.
Places
People
Services
Goods
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6. Defining Goals and Objectives
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7. Directs and coordinates your
marketing efforts to land that
new job.
1. Develop your plan
A. List job titles you seek
B. What are your competencies?
C. Which Industries and Firms?
D. Refine a Unique Selling Proposition
E. SWOT Assessment
F. Advertising plan
G. Salary considerations
H. Geography
I. Knowledge, Skills, Abilities
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8. Understanding the Four Ps
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9. E
Place Product
Price Promotion
Your Solution
Your Salary
Your
Responsibilities
Your Advertising
Prospective
Employer
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10. What are your:
S STRENGTHS Internal Analysis
W WEAKNESSES
Internal Analysis
Your Competition:
O OPPORTUNITIES
External Analysis
T THREATS
External Analysis
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11. Three Step Process of:
1. Name your target markets
A. By Job Title
B. By Function
C. By Geographic Location
2. Segment prospective employers
A. By Industry
B. By Company
C. By Size
D. By Culture
E. Financial stability
3. Match your Knowledge, Skills, and Abilities to the
employers needs.
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12. Gathering Intelligence
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13.  Your Info Needs
1. Issues and Trends
A. Industry
B. Company
2. Company Structure
3. Company Demos
A. Annual Sales
B. Number of Employees
C. Products/Services
D. Ownership
4. Financial Strength
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14. Read News and Trade Publications
Meet with customers,
suppliers, distributors,
and other employees
Monitor
Internet and
social media
sites
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15. Buyer Behavior
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16. The Employer’s Decision Process
1. Realizes a need for a new employee
2. Searches for potential candidates
3. Evaluates the value of each candidate
4. Makes an offer to the best candidate
5. Wonders if the right person was hired
Make sure you are offering a value
proposition to the hiring manager.
“I need…”
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17. Key Organizational Buying Criteria
Employers use some of these factors when
choosing an employee.
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18. Wants
Needs
Drives
Employers seek benefits to match their
needs and wants!
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19. 1. The Hiring Manager
A. Has a stimulus to reduce a need
B. Seeks to satisfy a need
C. Identifies required benefits and traits
D. Views candidates as a bundle of attributes
with varying abilities to satisfy the need
E. Fulfills the need by choosing
based on his/her perceptions
Include a value proposition
during your interview.
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20. Selective Attention
Selective Retention Selective Distortion
Subliminal Perception
Remember this in your interview.
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21. Influencer
DeciderInitiator/
Users
Buyers
GatekeeperApprover
Identify where in the process are you.
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22. Participants differ by:
• Interest
• Authority
• Status
• Persuasiveness
• Decision criteria
Who are the major decision
participants?
What decisions do they influence?
What is their level of influence?
What evaluation criteria do they
use?
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24. Getting Hired
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25.  Employee cost
 Monetary cost
 Time cost
 Energy cost
 Psychic cost
 Employee value
 Knowledge value
 Skills value
 Leadership value
 Image value
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Employers use many factors in determining who to hire.
Can you articulate a value proposition?
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26.  Satisfaction is a person’s feelings of pleasure or
disappointment resulting from comparing a product’s
(employee’s)perceived performance in relation to
meeting Customer’s (Hiring Manager’s) expectations.
“Meeting Expectations”
 Loyalty is a deeply held commitment to prefer a product
or service despite situational influences and marketing
efforts having the potential to cause switching behavior.
“Exceeding Expectations”
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27.  Move your value proposition from “meeting”
to “exceeding” the hiring manager’s
expectations.
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28. What is your Unique Sales Proposition?
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29.  “A name, term, sign, symbol, or design, or a
combination of them, intended to identify the
goods or services of one seller or group of
sellers and to differentiate them from those
of competitors.”
What is your Brand?
What does it say about you?
What is your value?
What makes you different?
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30. Your Unique Selling Proposition (USP) is the
added value you endow on yourself, which
reflects the way the hiring manager thinks,
feels, and acts about your candidacy.
Create your own USP so the hiring manager can
differentiate you from all of the other candidates.
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31. 1. Should call attention to your differences from
other candidates.
2. Can be based upon your
A. Knowledge
B. Skills
C. Experience
D. Competency
E. Ability to exceed expectations
3. Reinforces the hiring manager’s perception,
preferences, and behavior toward you.
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32. I am the hiring manager.
Human resources has given
me five resumes to review.
All candidates on paper
appear to have similar
credentials.
I am now interviewing you.
What can you tell me that
convinces me are better
candidate?
Why should I hire you over
the other job seekers?
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34.  The act of designing your offering and image
to occupy a distinctive place in the mind of
the hiring manager.
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35. Company
(Product)
Target Customers Key Benefit
Price
Premium
Value Proposition
Perdue
Quality-conscious
consumers
Tenderness 10%
More tender golden chicken at
a moderate price
Volvo
Safety-conscious
upscale families
Durability
and safety
20%
The safest, most durable
wagon in which your family
can ride.
Domino’s
Convenience-minded
pizza lovers
Delivery
speed and
good quality
15%
A good hot pizza, delivered
promptly to your door, at a
moderate price.
Burger
King
Bored Hamburger
lovers
Have it your
way
5%
Customize how you want your
hamburger.
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36. Differentiation is the process of designing and
creating a perception so that hiring managers see
you as being different from competing candidates.
A. When candidates cannot be differentiated easily, the key
to your competitive success may lie in adding valued
skills and ideas to your portfolio.
B. Well-considered candidates exhibit six characteristics:
competence, courtesy, credibility, reliability,
responsiveness, and have the ability to communicate.
C. An effective image also establishes the candidate’s
character and value proposition.
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38. Getting Noticed
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39. “The best advertising is done by
satisfied customers.”
Philip Kotler
Create a network of friends and family.
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40. Advertising
Publicity
Sales Force
(Recruiters)
Direct/Interactive
Marketing
Word-of-Mouth
Sales Promotion
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41. What to say?
(Message Strategy)
Who is your target?
(Message Audience)
How to say it?
(Creative Strategy)
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42. Remind
Inform
Reinforce
Persuade
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43. Reach
Frequency
Impact
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44. Human Resources
Recruiters
Decision Maker or
Influencers
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45. Internet Job Boards
Telemarketing
Direct Mail
Sales Force (Recruiters)
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46. 1. Core benefits
A. What problem or need do you solve?
2. Basic product
A. What are your features (bells and whistles)?
3. Minimal Expectations
A. Can you meet the job’s qualifications?
4. Exceeds Expectations
A. Can you do more than expected?
5. Potential
A. Why are you the right candidate?
Your cover letter and resume only gets your
foot in the door. You need to get that
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47. 1. Advantages
A. Contacts
B. Experience
C. Specialization
D. Scale of
operation
2. Disadvantages
A. Looking for
Clones
B. Employer’s
Agent
C. Narrow Focus
D. No Loyalty
Internet Job Boards
Corporate
Recruiters
Independent
Recruiters
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49. 1. Industry
2. Company
3. Supply and
Demand
4. Competition
5. Your Experience
 What are you trying
to achieve?
 What are your short
term and long term
goals?
 Positioning adds to
the perception of
what you are worth.
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50. 1. Product Utility is the benefits or value the
candidate provides the hiring manager.
2. How will the hiring manager measure your
worth?
Worth to Hiring Manager
Reaction
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