I started the Job Search 101 series because I hoped that the lessons I have learned along the way can help someone in this job market. Besides, job hunt is simply marketing yourself to hiring managers. So, basic marketing principles apply to the job search process.

Today, I’d like to focus on one of the most important job search tools: resume.

First of all, what is a resume? It is a direct mail marketing piece that asks for the interview. Note, the resume is not supposed to land you the job, it’s supposed to land you the interview. In this, it’s comparable to a 30 second tv commercial for a complex product. It’s not a commercial for a simple bag of M&Ms. You don’t want to compare yourself to a simple bag of candy. You are the best money can buy. You are full of experience, just like a complex pharmaceutical product that is full of lab-tested benefits. In such cases, the 30 second commercial would only give you a taste of the product. But you won’t find all the details about this product in this 30 second commercial. This product is worth more than 30 seconds. You may be referred to a website. You may be referred to a brochure. You may be referred to a magazine ad. You may even be referred to talk to your doctor. However, a commercial for a complex product is not meant to make the sale. It’s meant pique your interest. The same with a resume. A resume is supposed to pique the hiring manager’s interest, and invites you for a real conversation about you. Think about that commercial again. It’ll highlight perhaps the big clinical results. But it probably won’t go into the details of the clinical test. Your resume should highlight the big achievements, but not every detail about your every project. That’s what the interview is for. For some industries, there is the portfolio. There are also references. These are comparable to the product brochure or the commercial’s suggestion to talk to your doctor. So, the trick is to pick just enough and the right details to make you interesting to the hiring manager.

In which case, why would you ever start with the resume? I’ve seen so many people ask for feedback about their resumes. But, they don’t even know where they’re sending their resumes to. How can you develop a marketing piece without knowing your target audience? You cannot.

So, don’t start with the resume. Start with a job description. Make your resume match that job description. Well, better yet, your resume should make that job description come to life. If the job description says “responsible for building client base”, your resume should say “built client base by 20%”. Now, don’t lie. But, if you’re applying for the right jobs, you shouldn’t have too much problems finding past achievements that would speak directly to the job description.

Photo credit: Desi

Related article on CuriousMarketeer:

• Job Search 101: Working a Career Fair

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A national career fair is coming up at the end of the week. So, I thought I’d post my tips on how to work a job fair. Of course, I take it for granted that you know you need the basics like a good resume, a good suit, a good elevator speech, etc.

1. For the ladies, wear flats. Purchase a pair of dressy flats. Otherwise, your feet will be hurting before the fair is half done, and it would get increasingly difficult for you to put your smiley face on. The rule of being comfortable while staying professional extend to the gentlemen as well. To this end, consider bringing an extra suit or invest in a washable suit. Once, I had a spill during the conference, and I was lucky that my suit was washable. If you choose the extra suit route, the back-up suit obviously would not need to be as nice / expensive.
2. Bring a lot of resumes. In fact, bring a jump drive with your resume, writing sample, portfolio, etc. on it. Just in case you need it, you could always go to your hotel’s business center or a Kinko’s.
3. Do your research well ahead of the time. Many job fairs set up a website with job posting. Figure out which employers would be there. Know your targets. Apply ahead if you can. Try to set up interviews for the fair well ahead of the time, if you can. For one fair, I had 8 interviews lined up prior to even going to the fair. Everything that I got while actually at the conference was gravy.
4. Plan to arrive the night before, and go to the fair site. Often, there is an early check-in set up, and you could get your registration package the night before. The lines for early check-in are usually far shorter! This would allow you to have more time in the morning during the actual fair. Even if you missed the early check-in time, make an effort to stop by the convention center. One, you want to get familiar with the site. You wouldn’t want to lose any time on the real day of the fair. Two, even if you didn’t get your official package, there may be event maps lying around. Pick one up. That is perhaps the single most important piece of material besides your security badge. You want to study that map the night before. You want to figure out a war path. You want to figure out what is the most efficient way to hit up all the employers you wanted to visit.
5. Visit your #1 target company second. This is perhaps my most important tip. Don’t bother wasting time on an employer in which you have absolutely no interests. However, there are those that are on the end of your list. Pick one of those as your first visit. Often time, similar jobs have similar job fair interactions. So, by staying within your list, you would just get more practice on how to interact with these companies. You would get used to the questions they’d ask. You would get better at making a good first impression. So, don’t waste time with companies not on your list. But, why pick one of the ones on the end to start? Because inevitably you would be nervous. Truthfully, this is your guinea pig visit. Work off your nerves. Get a good real-life practice. If you happen to nail this, great. If not, you would just move on to those higher on your list. Why visit your #1 company second? You would be still awake, full of adrenaline early in the day. You would be at the best of your game early on, so use that toward your top companies. In addition, each company reserves some at-the-fair interview spots for candidates they meet during the fair. However, these spots go fast. If you want to get on one of these spots still, you need to make sure you visit them early on.
6. Along with the above point, don’t bother visiting with companies with which you already have interviews scheduled till later. Prioritize the companies you still need to get on their interview schedule first.
7. Go to the networking events hosted by your target companies. Network, network, network!

Good Luck and Good Hunting!

Photo credit: career fair, originally uploaded by yngrich.

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• Career and Internship Fair: What You Need To Know (smudailymustang.com)

I’m starting a series of posts on job hunting. Why? Well, for my particular career path, marketing for a big CPG, recruiting season is right around the corner. If I could offer anything that I’ve learned along the way to help my readers get into the field, I’d be happy to offer it.

To launch this series, I thought I’d recognize a marketing legend: Seth Godin.

Anyone reading this blog probably has read enough posts about how important it is in the job search process to become more knowledgeable about the industry. Well, you reading this blog is already a good start Allow me to share with you another one of the easiest ways to become more knowledgeable if you’re trying to get into marketing.

Go to your library, borrow a book by Seth Godin. He publishes a book each year, so there are plenty to choose from. I personally recommend Purple Cow or Tribes. These are two of his books that are the most frequently referenced right now. Purple Cow is a book on innovation, and it may be Godin’s most popular book. Purple Cow has literally become a proper noun in the industry. (If you’ve been following my Primal Branding series, think about how Seth Godin has created his own sacred words.) Tribes is his latest book on leadership.

Why is reading Seth Godin one of the easiest ways to get knowledgeable about marketing?

Because first and foremost, Seth Godin is a recognized marketing guru. He is even an action figure! Who in marketing has action figures? (Unicorn shown above sold separately.) The fact of the matter is that basically anyone in the industry would have heard of him. If you’re going to pick a book to read, may as well pick one that you could causally drop into conversation with another marketer…

Secondly, they are short! I know how much time you need to dedicate into the job search process. For some of you, you’re trying to do this on top of being a student full-time. There are other books out there that I’d recommend for generally reading pleasure (such as Patrick Hanlon’s Primal Branding), but they are too long and involved to be considered as “one of the easiest ways” to become more knowledgeable about the industry.

Lastly, Godin posts on his blog everyday. You can subscribe to it. Then, the next time you talk to a recruiter, you could open with “Hi, so what did you think about Seth Godin’s post today?”

Photo Credit: Seth Godin Rides A Unicorn, originally uploaded by zoomar. Technorati: pmqw25z8sy

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• Seth Godin Talks Tribes (enquiringmimes.com)
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