Traditional/Usual
Approach: More focus on activity
Ø
Volume Faxing
Ø
Response to
Advertisement
Ø
Search Agencies
Result: Unsuccessful (perception of
discrimination, nationalization, etc.,)
Job Market: Excess
supply and low in demand; recession – resulting in layoff, hire freeze
Effective Strategy: Approach
based on being smart, creative and adopting the concept of target marketing
your skills and service.
Product Analogy: Children
Education Investment Package
Product
characteristic: Intangible
Need the product caters to:
Security
ØFeasibility study
ØIdentify Market segment – survey to identify target
market segments
ØProduct positioning and Differentiation
ØCompetition analysis
ØPricing
ØMarketing strategy
o
Distribution Channels
o
Key players
identification
o
Advertising
ØExecution – Product launch
Seeking a Job – What are we actually doing?
Answer:
Selling our skills and service.
You are CEO/President of ‘I Incorporated’. You are responsible to plan and execute all steps mentioned
above to market your product – YOUR SKILLS AND SERVICES.
New Approach
embodies rigorous planning and meticulous execution of the plan – Being
smart/creative
Step
1: Identify clearly what is your uniqueness/niche (everybody has
uniqueness). Clarity important
Step
2: Identify industry/companies who could be potential targets
Step
3: Find out the decision marker’s name (as much information as possible)
Step
4: Targeting (objective: to get an interview)
o
Call decision maker
o
How to get past
secretaries
o
Pitch
o
Company research
Step
5: CV/Covering letter preparation
o
Your marketing
instrument
o
Strategies to enhance
and differentiate
Step
6: Interview
o
Preparation,
preparation, preparation (put yourself in the decision marker’s shoes)
o
Make it easy for the
decision maker to make decision
o
Creating a position
o
Enroll decision maker as
your mentor and get other contacts
o
Market your self
o
Close interview with
some form of commitment
Step
7: Follow up
o
Call back
o
Look back and see how
your overall strategy is doing; modify if necessary
Other Channels: Word of mouth, Walk-ins,
news paper (don’t discard traditional methods)
Bottom line: Approach does not guarantee a job,
but increases the probability enormously.