Branding & Identity

The job search is one of the toughest sales jobs you’ll ever have.

Why not take a look at what businesses are doing today to promote and market themselves and lift some pages from their playbook?

What are the main parallels between marketing and the job search?

  • Companies have a product or service to sell. You are offering a service.
  • Companies need to build awareness of who they are and what they do. So do you.
  • Companies target specific customer demographics. You build a target list of companies you would like to work for.
  • Companies generate leads from prospective customers through marketing. You can too.
  • Companies develop sales pitches and presentations. You use your pitch and interview.
  • Companies close deals. You get job offers.

Now do you understand why a job search is so difficult? You are competing against thousands of other job seekers, all trying to grab the attention of a future customer. Check out these 5 hot marketing trends and how you can take action for your job search:

1) Mobile:

We’re on the go with access to the internet all the time. When you find yourself waiting for an appointment, you probably find yourself reaching for your smartphone. Companies are finding new ways to reach people like you through mobile marketing. Without a budget for this type of marketing, let’s focus instead on how you can make the most of your downtime by using apps designed for job seekers. These are some you may want to check out:

  • myPitch is an app to help you practice and perfect your pitch.
  • The LinkedIn Job Search app (for iOS is available in the US only for now) sends you jobs, lets you learn about the company and check out who you know that already works there.
  • Keep a copy of your resume on hand at any time using Dropbox or other cloudstorage option.
  • And if you must search job postings, then use the the mobile app for Indeed and other job boards you use.

Did you know that Smartphones and tablets have caused Internet use to increase 93% since 2010 according to comScore?

Take action: Become more productive and begin researching apps for your Android or iPhone.

2) Social media:

It’s time you embraced social media, businesses are. Companies are using social media to interact with customers and attract future customers. By sharing news, company updates, and relevant articles, companies have begun to see the marketing value of these tools. And HR departments are also using social media to source and vet candidates.

Did you know 94% of companies are searching for candidates on LinkedIn; 65% on Facebook; 55% on Twitter; and 18% on Google+? (Source: Jobvite)

Take action: If you only have time to master one social media platform, invest in LinkedIn.

3) Content marketing – blogging:

Millions of people search the web to find answers to their questions and find solutions. Companies are embracing content marketing as a way to lure and maintain customers.

The reason to jump on the bandwagon here is because the posts you write become searchable online. Through blogging, you can attract people to the content you create as long as you are providing answers and/or solutions.

Did you know 93% of B2B organizations rely on content marketing for brand building and demand generation? (Source: Content Marketing Institute)

Take action: Create a website with a blog today using WordPress. Or, you can go to LinkedIn and use the “long post” or Publisher function to write about a problem you solved, summarize an industry trend, or just tell your story.

4) Testimonials – social proof:

You probably rely on customer testimonials and online reviews to help you make purchasing decisions. Why not use this same logic and gather recommendations about your work performance?

LinkedIn will host recommendations on your profile. If you have received praise via email or in other forms, you can compile them into a document or slide deck and share that file. Recommendations provide just one more way to help your future employer feel like they are investing in a trustworthy new hire.

Did you know 84% of consumers trust recommendations from people they know? (Source: Nielson)

Take action: You can use the give to get approach by writing recommendations on LinkedIn for past co-workers, vendors, clients and managers or you could politely ask for their endorsement. 

5) Visuals:

Creating and sharing pictures, infographics, videos, or anything visual draws attention. As the saying goes, a picture is worth a thousand words. Companies use visuals because they pack a mean punch. Visuals stand out from a stream of text, evoke emotion, and provide another medium to tell your story. Truth be told, the real reason to use visuals is because they generate more views and shares than plain old text.

Did you know that infographic search volumes increased over 800% in two years? (Source: Unbounce)

Take action: Use visuals to backup the claims you make on your resume. Create an online portfolio, infographic resume, or embed images and files in your LinkedIn profile. Learn and use tools to create visuals to expand your reach and awareness.

About Hannah Morgan

Hannah Morgan provides no-nonsense help for new job seekers. She provides advice and serves as a guide to traverse the treacherous terrain of today's economy by focusing on pro-active strategies for job search and leveraging social networks. Career Sherpa is one of many outlets where Hannah shares her information. Follow Hannah on Twitter @careersherpa!

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