Marketing Yourself in the Job Market

Marketing Yourself on the Job Market

I’d like to tell you a little about Julie. She’s 52, an SVP of Operations of a mid-sized company on the East Coast, and she’s looking for a new job in 2017. She’s been in her job for a while now, and the opportunities there are limited at this point. Stepping out to move up to new challenges seems to be her logical next move. But with the big 5-0 behind her (something she does not want to talk about!), Julie is very concerned her age and being viewed as overqualified will be barriers to her search.

The area she’d most like help with is in connecting with hiring managers and gaining recruiters’ attention. Her interviewing skills and ability to market herself are not areas she’s particularly concerned about. In fact, she’s of the mind that once she gets in the room she can close the deal.

Julie is not alone.

In a recent survey of nearly 2,000 ExecuNet members, Julie is one of the 81 percent of respondents who would like to land their next big thing in the new year. Of those looking, 43 percent are employed but feel now is the time to make a move. Job seeker optimism is high, as 71 percent have started their search in the last six months.

Her concern about age as the main barrier in a job search is shared by 54 percent of survey respondents.

She’d like help connecting with hiring managers and gaining recruiters’ attention. Interestingly, she was among the few – only 7 percent – who identified being unable to market herself as a concern.

Why’s that interesting?

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It’s interesting because marketing yourself is a fantastic way to attract the attention of hiring managers and recruiters – yet many executives overlook it. You want to have strategies that encourage opportunities to come to you. Most job seekers focus on strategies involving going out and finding opportunities – and there’s a place for that – but it’s more effective to draw opportunities your way. You do that through a healthy network and a clear brand image that you effectively market.

Your brand image must reflect your personal mission and values, with straightforward, consistent identification of you as the product or service. It needs to differentiate you in a positive manner with a clear promise. When one achieves this, opportunities come knocking, and if you do go looking, you have a unified message that captures interest.

We help people like Julie with that every day.

Mark Anderson

Mark Anderson

Mark Anderson is ExecuNet's president and chief economist. An Arjay Miller Scholar, Mark received his MBA from Stanford University and a BA in economics from Yale University. He joined ExecuNet in 1993, with extensive marketing and new product and business development experience, having served as president and founder of A&M Associates, an investment management firm. Mark's corporate leadership experience includes several senior marketing and financial positions with RCA Global Communications (a GE subsidiary) and American Can Company.

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