Transcript Document

Marketing Yourself
Into Your First Job
a Blue Bridge presentation to
Seattle Pacific University seniors during Life After College week
12 January 2015
Today’s Agenda
• Introduction of career coach Elizabeth Atcheson
• Strategy and marketing: key components of
career development
• What are your marketing communications
tools?
• Networking and informational meetings: 95% of
you will land jobs through this process
• Thanking and follow-up: THE SECRET SAUCE
• Q&A
Where You Are Now…
• You have done some career assessment using
the resources of the Center for Career and
Calling
• You have an interim strategy
SO…
…You are ready
to start marketing yourself!
FIRST: Develop your
INTERIM Personal Narrative
Your “elevator pitch”
A few sentences that frame you and what
you’re exploring
Should highlight your field, your interests,
your theme, your focus – what fascinates
you
Content: how you got here, what you want
to do next, and what you hope for from
them (your “ask”)
Four Elements of Your
Personal Narrative
[see handout]
1) Your year and major at SPU, and your
special interest within major area
2) Any experience that demonstrates “boots
on the ground” in your interest area
3) The field you’re exploring/learning about
4) Your ask: Do you happen to know anyone who
works in [communications, physical therapy, web
development, etc.] I could talk to?
Woven into your narrative:
Your Positioning
Definition: Positioning is a concise summary of...
 the key attributes of a product/service...
 that differentiate it from the competition
YOU are a product being introduced
to the job marketplace
So you must know your
key differentiating attributes
Tip: Your STRENGTHS Differentiate You
• Personal qualities like patience
• Special abilities like fluency in a language
• Training or education (your MAJOR!)
• Experience in a particular field related to your major
•
•
•
•
Enjoyment of something most people despise
Detail orientation or ability to focus
Excellent people skills
Flexibility in your personal life (e.g., to travel)
Include your positioning
(i.e. what makes you different)
in your LinkedIn “headline” or
your resume Summary
Karl Telander
Senior at Seattle Pacific University majoring in
Accounting with internship experience in
Accounting Office of Casa Latina and excellent
Spanish conversation skills
Include your positioning
(i.e. what makes you different)
in your LinkedIn “headline”
or your resume Summary
Amanda Jennio
Senior at Seattle Pacific University majoring in
Communications with internship experience
in development office of non-profit and
excellent writing skills
Helpful Hints
to create your positioning
1) Look at your STRENGTHS
2) Ask yourself: what DIFFERENTIATES you from
other likely job/career-seekers in your
competitive space?
3) Phrase and frame – you’re responsible for
what people think of you
4) Be honest – always! Don’t exaggerate – ever!
“Born in conservation”
….phrase and frame
Marketing YOU:
Your Marketing Communications
The basics....make them professional!
• Your recorded phone greeting (smile, stand up)
• The way you answer your phone (smile, professional)
• Your email address (not [email protected], not
hotmail or AOL or Yahoo, per recruiters) – your NAME
is your BRAND – use it in WHOLE FORM in your email
address, to help them remember your name
• Your email signature – email, cell number, link to
public LinkedIn profile (and summary statement?)
Key Tool in Your Marketing Toolbox:
Your Online Profile and Visibility
Who you “are” online is increasingly important
in career development, because…
 The first thing people do is Google you
 You can build a reputation that precedes
you and lays the groundwork for a
relationship or career opportunity
 You can be intentional about what you
want people to know about you… AND…
Key Tool in Your Marketing Toolbox:
Your Online Profile and Visibility
Who you “are” online is increasingly important
in career development, because…
 Recruiters and hiring managers
will be able to find YOU!!
Your Online Profile and Visibility:
Facebook, Google, and LinkedIn
These are the Three Big Dogs, so…
 Clean up Facebook presence; check privacy
settings; if you’re tagged in an uncomfortable
photo, un-tag yourself and/or ask person to
remove photo
 Google yourself and correct or remove
anything inaccurate if possible
Heighten Your Online Presence:
LinkedIn To-Do’s
 Create a LinkedIn profile using your “master” resume
 Make your LinkedIn headline consistent with your
Personal Narrative and Personal Positioning
 Choose setting that makes it public (anyone can see
it) so recruiters can find you
 Choose setting that does NOT announce to the world
every tweak you make
 Use “Skills” section to spotlight skills that will be most
valuable to prospective employers
Heighten Your Online Presence:
LinkedIn To-Do’s: Your PHOTO
Smiling
Wearing professional clothing
Not a “party photo”
…and be SEVEN times more likely to be
contacted!
Heighten Your Online Presence:
LinkedIn To-Do’s – direct from LinkedIn
• Master resume >>> LinkedIn >>> take FREE LinkedIn
webinar for job-seekers:
https://help.linkedin.com/app/answers/detail/a_id/530/~/linkedi
n-learning-webinars
• Join relevant (field-specific)LinkedIn groups and post to
them
• Use LinkedIn’s Job Search Tips: http://bit.ly/10F9Gi7
• Take LinkedIn webinar for job-seekers – once a month!
HONE Your Online Presence
Position yourself towards the
FUTURE
job or career or field
you’re aiming for…
rather than your past
Why do you need to network and set up
informational meetings?
“What is the value I could bring
to a prospective employer?”
95% of jobs are found
through
Informational Interviewing
Is that a high enough percentage for you?
95% of jobs are found
through
Networking and Informational Interviewing
…Jobs are created with you in mind
…You become a vulture before the job is posted
…You get into the interview pool
Networking = Connecting with People
•
•
•
•
•
•
•
Friends and family
Everyone you know on Facebook, LinkedIn
Current and past colleagues
Acquaintances from the gym, corner store
Staff at trade associations in your target field
Alumni and career offices of S.P.U.
…um, pretty much EVERYONE – see p. 28-29
of your Center for Career and Calling booklet
What are the goals of networking?
•
•
•
•
Spread the word that you’re exploring
Practice your personal narrative
Refine your resume, LinkedIn, etc.
Get emotional and practical support and
guidance
• Introduce you to people you can contact
for an informational interview
WHY is networking scary??
WHY is networking scary??
1)
2)
3)
4)
5)
Don’t know how to get started
Don’t know what to say
Feel intimidated by more experienced people
Feel you have nothing to offer
Feel like a fraud or impostor because you have no
affiliation other than being a student
6) Feel you’re asking for something but have nothing to
give in return
To address “feeling” items 3, 4, 5, and 6:
You’re More Solid Than You Think
• You’ve completed some self-assessment
and reflection
• You’ve got (hopefully) some experience in
a field you’re interested in
• Your coursework has prepared you to work
in one or more fields….
• …and most importantly….
You’re More Solid Than You Think
• You’re a young person and people
WANT to help young people!
• Repeat this to yourself as often as you
need to: you’re giving THEM an
opportunity to do something they
want to do
So… LOSE THE GUILT!
[SEE HANDOUT]
How to Get Started: TIPS
Attend networking events with a
friend
Smile and introduce yourself
Ask a question or two
“What brings you to [this event]?”
“Are you an SPU alum?” [and follow up!]
Use their name, to remember it
How to Talk About Yourself
It’s easier to talk about yourself...
...when you have something to say
How to Talk About Yourself
It’s easier to talk about yourself...
...when you have something to say
And you have that on lock!
(your personal narrative)
You will be talking to many,
many people….
So… Create it Now:
Tracking System for Your Professional Network
• Keep track of who’s helping you with what,
who connected you to whom, when you
thanked them, etc.
• Excel spreadsheet or EverNote
 First name
 Last name
 Email address
 Relationship/Connection
 Contact Date
 Activity
 Etc.
Informational Interviewing, step 1
• Through networking, you talk to someone
who knows someone in your target field
• You ask for an introduction to that person
• You offer to do the work yourself of contacting
that person (why?), and assure him/her that
you’ll use his/her name in the email
[see handout]
Informational Interviewing, step 2
• Contact the person in your field via email and ask for 20
minutes IN PERSON – not on the phone
• Emphasize your common connection (e.g., SPU alum)
• Offer to bring a latte for him/her (ask what kind) – an ETHICAL
BRIBE!!
• If you don’t hear anything, write back again in 2 weeks
(slightly different email, no reference to first email)
• If you still don’t hear anything, make one phone call and do
leave a complete message
• If you still don’t hear anything, let it go but let your contact
know you tried, and thank your contact
Informational Interviewing, step 3:
Preparation
• Have your resume and LinkedIn profile
updated and complete before first contact, in
case target is very responsive and asks for a
resume right away
• Do homework before meeting; do NOT ask
questions that could be answered online;
know every page of company/organization’s
website
Informational Interviewing, step 3:
Preparation
• Scout ahead of time the location and office
• Arrive at reception no more than 5 minutes
early (wait in your car/outside if necessary)
• Bring resumeS with you in professionallooking file folder
• Dress as if for a job interview
• Thank the person as you enter
Informational Interviewing, step 4
...the informational interview itself
• YOU set the agenda and ask the questions
[see second page of handout]
Informational Interviewing, step 4
Your objective is to learn 4 things:
1)
2)
3)
4)
What was your path to the work you’re doing now?
What do you like about your field or what you do?
What changes do you see happening?
Is there anyone else in this field you think would be
interesting for me to talk to?
“What is the value I could bring
to a prospective employer?”
Informational Interviewing, step 4
• Take notes during the meeting – you will
forget the specifics otherwise, and it makes
you LOOK GOOD
• Offer to do the work yourself of contacting
others (why?)
Informational Interviewing, Step 5:
Follow-Up
• Send a meaningful thank-you via email the
same day or next day
• Send handwritten note also if person is elderly
• Refer specifically to their insights, suggestions
• Thank the person who referred you to the
target
Follow-Up: The Secret Ingredient
to Success
Follow-Up: The Secret Ingredient
THANKING
is a key skill
that will further your career
for decades to come
[see handout]
Follow-Up: The Secret Ingredient
• Stay in touch regularly, especially after you
meet with someone he/she suggested
• Let him/her know where you land
• Thank him/her each time you make contact
Follow-Up: The Secret Ingredient
• Farm your network; don’t just
harvest it
• You are at square one of building a
professional network for a lifetime
The “R” Rule
It’s not about your resume;
it’s about your relationships.
Summary: Marketing Yourself
• Differentiate yourself
• Network and explore and research
your target field
• Conduct informational meetings with
people working IN your target field
• Thank and follow-up, thank and
follow-up, thank and follow-up…
Marketing YOU
Questions?
Get someone in your corner.