The Marketing Plan

The Marketing Plan

One of the best tools that job searchers are encouraged to use to help them be able to best express their search to others is “The Personal Marketing Plan”.  Often we tend to work and express our thoughts from our head only.  We randomly share ideas with no concrete way to display them.  That in turn can lead to conversations going in all sorts of directions with little being resolved and frankly more confusion than when the discussion began.  The marketing plan brings those thoughts to paper.   A good marketing plan does not have to be long.  In fact, one page is preferable.  So, of what does a marketing plan consist?

In the world of search, job seekers are encouraged to “target” companies for which their skill sets would best work.  A job target consists of:

• An industry or industries in which the job is performed.

• A job function or size of company where it is done.

• A location in which one desires to work.

The goal of the marketing plan is to capture as many “target companies” as possible that meet your criteria.  On the upper half of the plan the job searcher may list out some perspective job titles or positions that they seek.  They’ll indicate some of the responsibilities they would look to have in the role.  There could be inclusion of the types of characteristics of the work environment.  Finally, there will be a listing of the location(s) in which they are willing to work.  For some, it may be within a certain mile radius from home.  There are those who will capture they’re willing to work both within a certain driving distance, and in a whole other location if serviceable by public transportation.  Still others may be willing to relocate to another part of the country.

The lower half of the marketing plan begins to bring things all together.  Given the characteristics captured on the top half of the plan, one begins to identify companies which may have such job positions (whether they are currently filled or not.  The key of the plan is to identify possible places one would be able to use their skill sets and work).  It is best to categorize the companies into industry or type area.  For example, a healthcare professional may capture their organizations under such headings as “Hospitals”, “Outpatient Facilities”, “Nursing Homes”, “Dr.’s Offices”, etc.  An accountant may look to work in “Pharmaceuticals”, “Financial”, “Telecommunication” or “Manufacturing” industries.  The division and choice is up to the creator of the plan.

Marketing plans provide numerous advantages.  Among them are:

• One’s thoughts are far more organized and can be researched and followed through on in a priority order.

• They can be shared in a visual format with networking contacts and those who can guide you in your search.  They may recommend other companies they know that you can add to your list, indicate they have contacts in companies you have captured or provide feedback why you want to avoid a particular company.

• They are a dynamic document.  Companies and targets will come and go.  However, as long as your skill sets and desires in work environment stay the same, the plan is easy to adjust.

Although introduced to me from a career based perspective, the Marketing Plan could be used in other ways.  Perhaps one will want to use it in narrowing down decisions for a future vacation.  It could be used when house hunting and choosing neighborhoods and types of houses.  Its best value is as a way to both capture one’s thoughts and be able to share them with others.  There are many career advisors who believe the Marketing Plan is even of more value to the job searcher than their resume’.  A resume’ can only share where you have been.  A Marketing Plan is able to help you plot where you want to be next.