Your Job Search is a Marketing Campaign

November 18, 2008 •

I’d say that only 10% of job seekers understand that looking for a job is not all that different from strategizing, creating and executing a marketing campaign. What are some simple aspects that drive the success of a marketing campaign?

  • Choose a target audience carefully.
  • Customize your offering and content for that target audience.
  • Make sure the target audience can quickly and easily view your offering.
  • Allow the target audience to interact with you in a variety of ways.

Translated into a job search, those bullets become:

  • Pick a few audiences of companies and decision makers that are realistic targets.
  • Don’t send the same thing to everyone; customize the content for the audience, company, and decision maker.
  • Make sure the recipient of your materials can view resumes, cover letters and other credentials in whatever way they prefer.
  • For godssakes, provide a number of options for getting in touch – email, phone, IM, blog, etc.

90% of the job inquiries I receive break at least one of these rules.  Guess where those inquiries go?  From the inbox to the trash – immediately.

About the Author

As managing partner and chief strategy officer for Right Source, Mike Sweeney is responsible for all content marketing initiatives, including growing the company’s content marketing practice, guiding all client content marketing strategy, and recruiting and growing a team of modern marketers. Mike received a bachelor’s degree in business administration with a major in marketing from the University of Notre Dame. You can find Mike on Twitter and Google+, connect with him on LinkedIn, or read his other posts.

  • Mark, I have to agree with you. Today I had blogged about what to do to hold on to a job or look for a job and in a lot of respects you need to be a marketer. When I recommended tools, I forgot to mention something that you mentioned – don’t “shotgun” a campaign.

    Each communication to a hiring manager is its own campaign that needs to be personalized – you’re right.

    Thanks for pointing that out.

  • Especially in today’s environment with hundreds of thousands of people looking for employment, I can’t imagine the “machine gun” approach (seems more appropriate than “shotgun”) working very well. The sniper approach, while perhaps more time-consuming, will likely end up the more efficient approach.

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