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Job-search-marketing is a lot of work, but is doesn't have to be complicated. Comprehensive, yes; complicated, no, yet so many people cause themselves a lot of difficulty and stress.

I'm going to try to make the concept of job search marketing simple for you to understand. I won't be able to make it simple for you to undertake, however. It will always be hard work. Nevertheless, with understanding, maybe you won't feel as though it's an uphill battle.

1. Positioning

Identifying your job search focus covers the role you want to play in the next job and the industry. With that you can define specific targets - the specific customers for your wares: Talents, background and qualifications, etc.

Defining the focus of the job search (role and industry) is the first step in positioning. Detailing your interests, credentials, background, likes, dislikes, strengths, etc. is the second step. To do this effectively, you should interact with someone who knows you well and who can remain objective.

You'd be surprised what deep, attentive, interactive discussion will reveal. The result is the clear-cut understanding of the best fit position, type of organization and also, why it's a best fit for the employer, your customer as well. Now you know what the product has to offer and to whom, and thus forearmed with all the information you need to develop a marketing strategy.

2. Marketing

This is the advertising, promotion and selling of your goods to create proper interest and be invited in to an opportunity. The marketing is accomplished via strong written and oral communications using a number of different tools, such as a resume and cover letter, an executive bio/summary, a proposal letter, or some other statement of value. Too, a variety of channels are combined as would be in any marketing campaign to touch as many potential customers in the shortest period of time - strength (and confidence) in numbers, yes?

3. Exposure

As in a product launch, implementation of a marketing communication strategy that targets your audience utilizing various channels, simultaneously, will gain you maximum exposure in your targeted market. The goal is to ensure in the end, your talents are bought by the right company at the right price.

Implementation strategies and channels may include the following:

  • Database reports
  • Public speaking
  • Joining discussion groups
  • Joining business and trade associations
  • Utilizing college career offices, recruiters and social media networking
  • Writing articles
  • Serving as an expert in online discussion groups
  • Volunteerism with community/civic organizations

As you can see, there are many avenues in the blueprint for getting exposure in the job marketplace.

Clearly, it is a lot of work, and comprehensive, but it doesn't have to be complicated.  You are moving from point A to point B, so naturally you start with the end in mind, that is, Point B - the focus of your search, specifically, your customer. Once you are focused and have defined your customer, identifying what links you to that customer shouldn't be all that difficult.

The link is all the attributes that exemplify the fit between you and the customer, or... why they should want you and pay so much to get you. After the linkage is defined, it is a matter of developing your documents and presentations, or the marketing communications. These steps will provide you with the exposure you need to succeed in today's job marketplace.

I am hopeful understanding these concepts and how they neatly fit into your job search, combined with your hard work and determination, will help you reach the next step in your career!