Job searching without a target market is as frustrating as transporting a loved one to a hospital emergency room in a foreign country wearing a blindfold. There is every obstacle in place to guarantee you won’t arrive at your destination: Unfamiliar territory, unplanned routing and uncertain conditions.
Marketing-with-Intent precisely drives you to your target and with greater speed because you are using right mode of transportation, an accurate compass and a clear vision of where you’re headed. You’ll differentiate yourself from your competition by using right vehicle to uncover best career for you. Finding a job is easy. Locating a meaningful career is much harder but well worth sweat. The traditional method of career transitioning moves you out of driver’s seat and into back seat. Whenever your career marketing campaign is driven by your needs rather than employer’s, you lose control of steering your job search in right direction. Today’s customer-centric marketplace requires companies to selectively position each product properly, target it toward right market and package it into an effective, memorable branding. You’ll need this same laser-beamed approach to pinpoint right career. It is not a one-shot, random deal. You must market with intent.
Marketing is whole business seen from point of view of its final result, that is, from customer’s point of view. We distinguish ourselves through our marketing. Sell solutions, not product. Create demand. Effective marketing both in business and career campaigning also demands continued:
•Diligence in tracking outcomes
•Courage to ditch non- or underperforming efforts
•Hands-on creativity to exploit hidden opportunity
There is no such thing as “soft sell” or “hard sell.” There is only “smart sell” and “stupid sell.” If you try to appeal to everybody, someone else is going to sneak behind you and pick off significant chunks of your market. Translation: Your competition wins. You lose. Smart selling understands critical difference between mass marketing and marketing segmentation:
•In mass marketing, candidates seek to appeal to a broad range of employers by passively utilizing a single untargeted and generalized marketing strategy. Dumb choice.
•In market segmentation, or Marketing-with-Intent, job seeker proactively seeks to appeal to well-defined employer targets. This is accomplished through a strategically-designed marketing action plan that employs multiple strategies simultaneously. Smart choice.