Marketing Yourself

Once you have figured out what you want to do next, it is time to start telling others. Take your notes from your strategy reveiw and resume to start this marketing process.

Step 1: A Personal 'Elevator' Speech

In recent times, every entrepreneur has been advised to have an elevator speech - a 30-second capsule of her business--to use whenever she meets a new contact. You need a version of this for your job search. It should be a quick - 45 seconds to recite, maximum-picture of what you want, why you are qualified for such work, and who you are. Write one out and redo it until you get the clearest picture you possibly can.

For example: if I were job-hunting, mine might be:

I am a creative business person with expertise in Human Resource Management in organizations undergoing significant change. I have helped achieve business goals in several high-tech companies by developing effective human capital practices. I also built an HR consulting business that helps small organizations attain their strategic goals. I like helping people create successful, effective organizations. I am seeking an executive position where I can use my expertise and business acumen to improve long-term business success.

Yes, all this is 32 seconds long, spoken normally.

Create one for yourself and test it out on the people who are helping with your resume review (from Job Search 2) and other friends. Once you have the basics down comfortably, you can tailor it for the audience/event as needed.

Step 2. Use Your Network

All of us belong to some networks: former colleagues, alumni groups, professional and community organizations. A few of us have terrific Rolodexes. Either way, your goal is to tap into the networks you belong to and to grow new contacts.

Start by setting up a system to track the contacts and your follow-up too --or you will lose much of the value of this effort. While there are good software programs available, you can do this in any format that works well for you. The main point is that it must be useful and easy so you keep it up to date and actually use it!

Networks are an investment. In return for your time and effort, you learn from and can get support from your network. But you also need to provide information, assistance, and ideas to your network to become a valued partner.

Many of us neglect our networks until we need help. If you have, you can still build one but you need to be especially alert to how you can return the investment: to help the people you are asking for assistance.

Start by making a list of all the people who should know you are looking for a new opportunity.

First, list those work and professional colleagues, past and present, whose advice you trust. Add those you have helped in the past. Contact these people, initially by phone or email, to request their help. Try to meet with each one. When you talk to the person:

• Tell her what you are seeking in your new position.
• Tell him what specific help you would like: job leads, contacts, or information about a specific employer you have identified, or whatever.
• Thank her for the assistance and leave a copy of your resume. Ask her to contact you with other ideas or potential job leads it triggers.
• Later, follow up with each one periodically for any other ideas.
• Provide a return periodically, perhaps some information you have learned or an article you think would interest that person.
• Tell him when you do get the new job.

Then, expand your contact list to get the word out to anyone and everyone you think might help you with job leads or contacts or information:

1. Remember to tell your friends and relatives the same information in a more personal way. You would be surprised at the number of folks who have found a job via their dentist or neighbor or old college buddy.
2. If you are not conducting a confidential search, use your mailing lists and other email groups for helpful ideas and contacts.
3. Look at the members of professional organizations you belong to and contact those who might be helpful, reminding them of your common membership.
4. Check local chapters of your college alumni group for useful contacts. Many colleges also offer specialized services to help alums job hunt as well.
5. If you are active in community-based organizations, look at the networking possibilities there too.

Again, contact the people you have identified in each of these groups, by phone or email, to request their help. Remind them of your common affiliation. In your meeting:

• Tell him what you are seeking in your new position.
• Tell her what specific help you seek: job leads, contacts, or other information.
• Thank him for the assistance and leave a copy of your resume in case he thinks of anything else or hears of a potential job.
• Later, follow up with each one periodically for any other ideas.
• When you can, provide a return later - perhaps some information you have learned or an article you think would interest that person.
• Tell her when you do get the new job.

CAUTION: Use your networking efforts with a specific purpose in mind. Many professionals are willing to help but are also quickly turned off by unfocused requests.

Don't…

• just ask for "help", Know what you want and ask for it clearly (leads, contacts, information, etc.).
• use these contacts as a way to figure out your goals or desires.
• ask for too much time or assistance from one person.
• sell yourself short, or act apologetic or desperate.
• forget to thank people who help you.

In all your networking, get other people's business cards so you can follow up easily. I tend to make notes on the back at the time: where we met and when, some tidbit to help me remember the person better, any info I promised to provide. Do what works for you, but do ask for the card and add it to your contacts list. You never know what usefulness it may have later.

Want more networking tips? Try www.contactscount.com.

Step 3: Marketing Yourself at Professional Meetings

Remember to enjoy the meetings you attend! This shows in your demeanor and thus will help you to connect positively.

Whether you have been a regular participant in professional groups or not, now is the time to be active! Attend any professional meetings that make sense for what you want to do. In Metro DC as in most large cities, there are a lot of possible groups to join. Check out several and attend as many of those meetings which seem of interest as you can. Then consider membership in those which are the best match.

Briefly tell those members you know about your job search and ask if you can contact them later.

Introduce yourself to new people there. They are as nervous as you are. Ask them about their interests.

Exchange business cards. If you do not have business cards, get some made that contain your contact information. Add a line about what you are seeking if you want.

Follow up! Take the contacts you have made or renewed and build them into your networking group list and take the actions described in Step 2 above with each person who might make a good networking contact.