Marketing Your Skills for Internships and Jobs:

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Marketing Your Skills for Internships and Jobs

• A Brand Called You!

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Agenda

• Identifying your positive skills, values, and
  attributes
• Creating a Brand Statement / Self-Marketing Plan
• How to use your Marketing Plan
• Social Networking and your public image
• Tailoring and putting out your message

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Creating A Career Marketing Plan

• This tool will help you develop a direct strategy
  for a particular career or position
• It will help you identify personal skills and
  interests
• It will aid you in targeting organizations that
  meet your goals
• It will empower you to articulate what those
  skills are in networking opportunities and
  interviewing situations

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Describing Your Brand

• To begin planning, its important to take a step
  back and look at the bigger picture of where you
  currently are in your career and where you want
  to go. Being clear about your brand, who you
  are, and what others see in you, and what you
  want to be known for in the future can help guide
  your planning and decision making.

• Values
• Talents Interests
• Known For
• Possible Shifts
• Future
• Brand Statement

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Share, Reflect, and Modify Your BRAND

• Get into groups of two or three and share your
  answers
• Take this time to listen to what others wrote and
  consider your own answers
• Update your Brand with new ideas

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Describing Your Brand

• Values?
• Talents Interests?
• Known For?
• Possible Shifts?
• Future?
• Brand Statement?

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Creating Your Marketing Plan

• A Marketing Plan is designed to launch a product
  effectively. Here, the product is you and your
  career. This document will help you focus your
  strategy by articulating several key elements
  outlined below. Once these elements have been
  clarified, you can more effectively put your
  strategy into action.
• Targeted Position
• Associate Brand Manager

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Brand Description - Example

• In my work, I value financial gain, prestige,
  variety and affiliation. I am at my best in a
  creative business environment where I am a key
  contributor to a product development team. I
  bring my talents of understanding customer needs,
  communicating those needs to others, and
  translating those needs into products. I am known
  for being customer focused and innovative. In my
  next role, I would like to be thought of as a
  savvy business person who understands the bottom
  line and generates results. Ten years from now,
  I would like to be a senior executive (possibly
  VP or Partner in a consulting firm) with brand
  strategy responsibility for international,
  fashion-oriented consumer products.

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Positioning Statement - Example
I have a consumer marketing background, primarily
in the cosmetics industry where I have been
involved in all stages of the product lifecycle
from market research and product development
through to product launch. Most recently, I was
part of a team that successfully launched a new
skin care line for Clinique. I want to use this
experience in a brand management role for a large
apparel, luxury goods or cosmetics company like
Banana Republic, LVMH, or Lancome.
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Product Key Competencies
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Place Target Market Characteristics
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Target Companies
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Price Compensation Benefits

• 50 75K per year
• Three weeks vacation
• Training budget of 2000
• Annual conference participation
• Retirement contribution

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Promotion/Action Plan

• Join Brand Marketing Association
• Call boss from Clinique and ask her for feedback
  on my resume and contacts
• Go to luxury trade goods show in NYC
• Call roommates brother who works for The GAP
• Have coffee with David from MAC Cosmetics
• Apply to campus postings with consumer goods
  companies
• Ask for referrals to and meet five new people
  this month

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Share, Reflect, and Modify your MARKETING PLAN

• Get into groups of two or three and share your
  answers
• Take this time to listen to what others wrote and
  consider your own answers
• Update your Marketing Plan with new ideas

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How to Use Your Marketing Plan

• Com B Values
• Stewardship
• Best people
• Client Value Creation
• One Global Network
• Respect for the Individual
• Integrity

• Tailor your Marketing Plan to the organization
  that you are targeting
• For example, in the Values section, you want
  your values to reflect that of your targeted
  employer

• Comp. A Values
• Knowledge
• Service
• Quality
• Integrity
• Respect
• Communication

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How to Use Your Marketing Plan

• Use the framework of this plan in all of your
  application materials
• Online portfolio / ePortfolio
• Resume
• Cover Letter
• Interview
• Social Networking Tools
• Tip Dont use the same marketing plan verbatim
  for each organization/position tailor it!

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Social Networks to Consider

• All of the following can be used effectively to
  help you get a job.
• Be warned it can also work against you
• LinkedIn
• Doonstang
• MySpace
• Facebook
• XING
• Ryze
• Others?
• Have you Googled yourself lately?

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Will and Can Social Networking Get You a Job?

• eNetworking vs. Social Networking
• Social Networking is to get a date, expand your
  circle of friends, find people with similar
  hobbies
• eNetworking has a different purpose
• To connect you with contacts who can help you
  land a new or better job
• These contacts include current and former
  colleagues, former bosses and coworkers, and even
  recruiters.
• The interaction has a social component, and you
  should treat these individuals with the same
  courtesy and respect you would like to receive --
  but its goal is employment, pure and simple

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How to eNetwork Effectively

• E-networking requires active participation
• The quality of your effort determines the return
  you get from your investment of time.
• The key to success in employment networking
  (whether it's done online or off) is giving as
  good as you get
• You have to share your knowledge, information,
  and job contacts if you want others to share
  theirs.
• Sharing must be done regularly so that it builds
  familiarity and trust among those with whom you
  network
• Sharing friends on a social networking site isn't
  particularly risky but putting someone in touch
  with a business contact is
• It can damage reputations or even jeopardize
  employment, especially if the person you refer
  turns out to be less than business-like.
• Adapted from ATT Hot Jobs Will Social
  Networking Get You a Job? by Peter D. Weddle

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Social Networking Your Brand

• You can use your Marketing Plan/Brand in all of
  your social networking
• Add a brief one line summary to your email
  signature
• Use it on your online profiles

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LinkedIn An example profile
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Social Networking in Employment

• A recent study found that employment recruiters
  are constantly searching social networks in an
  effort to expand their candidate profiles.
  According to the executive search firm ExecuNet,
  about four out of five recruiters regularly run
  web searches to screen job applicants. This means
  that many job candidates can expect their
  application to undergo an Internet screening.
  About one in three job seekers have been
  eliminated from consideration based on
  information the hiring company has discovered on
  social networking websites.
• So if sic you think you are cool by posting
  your drinking exploits or sexual conquests, think
  again. A potential employer might be searching
  for that very information. It might make you
  popular with all your friends, but none of them
  will be corporate recruiters. This practice is
  fast becoming an additional tool used to make a
  choice between several prospective applicants.
  Once an employer finds your social network
  profile postings, the damage is done. Negative
  information is viewed with a cold shoulder no
  matter how well qualified you might be in other
  areas.
• From Associated Content Social Networking Can Be
  Perilous to Your Employment

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Consider Your Connections

• Look beyond your own profile
• Look at your friends profiles
• Are they professional?
• Do they look like someone that an employee should
  be associated with?
• What other factors could work against you in a
  social networking profile?

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Employability

• A set of skills, knowledge and personal
  attributes that make an individual more likely to
  secure and be successful in their chosen
  occupation(s) to the benefits of themselves, the
  workforce, the community and the economy

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Why should you effectively marketing yourself?

• Elevator Speech
• Needs to be said in 30 seconds or less why
  should the listener keep listening?
• Basically, its your 30 second commercial
• Example
• Public Relations Manager
• Need to know what to say, when to say it and how
  to say to get the point across to their intended
  audience potential employer

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The Career Planning Process

• Self assessment
• Where am I now?
• Opportunity assessment
• Where do I want to be?
• Taking action
• How do I get There?

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Self Assessment

• Important to find job satisfaction by matching
  personality, skills, interests and values to the
  occupation chosen.
• Employers think hard about fit between an
  individual and the company.
• Understanding yourself is an important step
  towards presenting yourself well through
  applications and at interview.

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KNOW YOURSELF
Effectively Marketing Yourself Fall 2006

• Assess your current values, interests, skills,
  personality traits and personal priorities
• Informal Assessments
• Formal Assessments
• MBTI (online)
• Strong Interest Inventory (online)
• Career Values and skills Inventories

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KNOW YOURSELF
Effectively Marketing Yourself Fall 2006

• Develop and clarify your short-term and long-term
  goals
• Meet with a Career Consultant to help you with
  this process

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Values

• Those elements in your life you find
  personally important
• Core beliefs against which you measure your
  choices whether consciously or not.
• Your values can help you understand where you
  might find a role in society and are often a
  strong motivator for work

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What Do Young People Want From a Job?

• Meaningful work (84)
• Job security (82)
• Having time for personal or family activities
  (79)
• A company that displays corporate responsibility
  (72)
• Showing social and environmental responsibility
  (58)
• Able to earn lots of money (50)
• Able to wear casual clothes (27)
• (The Guardian)

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Company Values

• Look at the emphasis placed on how they
• Care for their customers
• Treat their employees
• Achieve and distribute their profits
• Develop and grow their business
• Demonstrate social responsibility

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Marketing YOU!
Before starting your resume you need to identify
your skills so you will know what you have to
sell to an employer.

• There are many ways to identify your skills
• Create lists of past job duties
• Highlight major projects and accomplishments
• Look over past employee evaluations
• Think about knowledge and skills gained through
  volunteerism, hobbies, school and sports
  activities

Take the Skills Identification class!
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You will find a job if you get

• The Right Information
• Tailored Resumes, Deal Sheets and Cover Letters
• Emails for Networking and Informational
  Interviewing
• To the Right People
• Your Network
• At the Right Time
• Your job is looking for a job

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Marketing Your Study Abroad, Athletic and
Leadership Experience to Employers
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Experience vs. Skills
Experience
Experience
Skills
Skills
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Qualities Employers Seek in New Hires
Source Job Outlook 2006 Published by NACE
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Accomplishments Skills for International
Experience

• Examples of Accomplishments
• Learned a foreign language
• Communication skills (verbal written)
• Adjusted to another culture
• Flexibility, adaptability
• Entrepreneurial skills/risk
• Lost passport and had to get a new one
• Problem solving skills
• Resourcefulness
• Source Emmanuel College Office of Internships
  Career Development

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Marketing Your Athletic Experience on your Résumé

• If you have participated in athletics, you have
  demonstrated
• Teamwork and communication skills
• Drive and self-motivation
• A high energy level and competitive spirit
• Commitment and dedication
• Leadership ability
• Time management skills and ability to multi-task
• Willingness to accept responsibility
• Problem solving and conflict resolution skills

• Describing your athletic involvement andstudent
  athlete experience shows
• Willingness to go the extra mile
• Ability to communicate in a team environment
• A competitive spirit that can drive you in the
  workplace
• A work ethic that will set you above most other
  candidates
• An ability to manage your time (balancing
  practices, training, and traveling with your
  academic course load)

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MARKETING YOUR STUDENT ORGANIZATION EXPERIENCE

• On your resume, document your student
  organization experience in the same way you
• would describe your work experience. Focus on
  your accomplishments. What did you do
• while you were a member of your particular
  organization? Did you hold any executive or
• chair positions while you were part of the
  organization? Select the skills that are
  transferable
• to your career interests and demonstrate the
  qualifications required for the position on your
  
• resume.

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Including and describing your student
organization experience will illustrate

• If you are a member of a student organization on
  campus, you may have experienced and developed
  skills in the following areas
• Leadership
• Event planning and coordination
• Fundraising
• Teamwork and communication
• Recruitment and marketing
• Written and oral communication
• Conflict resolution/confrontation
• Tutoring and/or mentoring
• Service/volunteer work
• Delegation
• Training

• Including and describing your student
  organization experience will illustrate
• Support and commitment to high standards and
  values such as integrity, character, service, and
  scholarship
• Willingness and ability to plan, coordinate, and
  work in a team
• environment-welcoming diversity and unique
  individual contributions.
• Ability to manage time and multi-task (being
  involved on-campus while fulfilling academic
  obligations)
• Commitment and dedication to an organization

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Presenting Your Transferable Skills The
Resume, International example

• Education
• Name of college/university attended
• City and country
• Dates of enrollment
• Coursework and/or program of study
• Experience
• Create a section called International Cross
  Cultural Experience to highlight your
  internship, part-time jobs, and volunteer work
  abroad
• Skills
• List foreign languages
• Specify language skill level
  (e.g.
  basic, intermediate, fluent)

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Presenting Your Transferable Skills The Cover
Letter, International Example

• Collectively, my coursework, study abroad
  experience, internships, and co-curricular
  involvement have prepared me well for the
  position at name of company.
• While enrolled at the name of program in summer
  2008, I had the opportunity to complete an
  internship at name of company. This
  experience helped me to hone my specify, e.g.
  analytical, research, etc. skills and gave me
  insight into how to work effectively in a
  cross-cultural situation in the context of health
  care services. I believe this skill will prove
  beneficial in working with name of company
  global clients.

Provide an opening statement that introduces your
diverse experience.
Mention the name of the program where you studied
and state the name of the organization where you
interned.
Clearly articulate what you learned from the
experience and how this will help you in the
position you are applying to.
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Presenting Your Transferable Skills The
Interview

• Reflect on the why questions
• Why did you choose to study abroad/become a
  student leader/athlete?
• Illustrate competencies employers seek. Give
  examples that demonstrate that you can
• Creatively solve problems by applying familiar
  concepts in unfamiliar situations
• Contribute to an ethnically diverse team
• Take personal risks and act independently
• Be flexible and adaptable to rapidly changing
  situations
• Refer to your study abroad/leadership/atheletic
  experience when answering behavior-based
  interview questions
• Ex. Tell me about a challenging experience you
  faced while in college and how
  you handled the situation.

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Bottom Line

• Employers value your ability to demonstrate
  cross-cultural, and leadership competence, and
  articulate lessons learned and skills developed
  through your cross cultural, Athletic and
  leadership

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THE NETWORK YOU BUILD

• FICTION The person you are networking with will
  help you get a job.
• FACT Networking builds your confidence, and
  provides you with the opportunity to meet those
  experts in your field who are well connected to
  other experts who might be looking for the talent
  you bring.
• TACTICS Consider the network to be like the
  Web Establish links to others who will provide
  information and help in your job search.
  Therefore
• Make a list of everyone you know, letting them
  know what you are trying to achieve.
• Ask each person on your list for at least one
  referral.
• Use a disciplined, organized approach Maintain a
  calendar, send thank-you notes after every visit
  conduct timely follow-ups.
• In preparing for each networking meeting, review
  your goal statement, develop a list of questions
  or topics you want to discuss, and get to know as
  much as possible about the person youll be
  meeting with.

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THE NETWORK YOU BUILD (contd)

• REMEMBER
• Chemistry plays an important part in networking,
  so to get better results, ask for a 15-20 minute
  meeting. If the chemistry is there, the meeting
  will more than likely last longer than the
  allotted time.
• Following up on all networking meetings with a
  thank-you (e-mail is OK, but a written note works
  best) will give you the privilege of going back
  for more referrals.

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THE INTERNET

• FICTION The effectiveness of the Internets job
  listing sites is very high for non-computer-relate
  d jobs.
• FACT The Internet can help you
• Look for job listings
• Post your resume
• Obtain career counseling/advice
• Provide networking contacts
• Find career management tools and resources
• Conduct research and find information
• TACTICS Since the Internets offerings can be
  overwhelming and distracting
• Start by visiting jobhuntersbible.com, a great
  source for every kind of career topic.

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THE INTERVIEW

• FICTION Impressions of people are not based on
  how they look, dress, sound, act and move.
• FACT Body language and tone of voice speak
  louder than words.
• TACTICS You cant control if you are the person
  who will be chosen, but you can control the
  interaction with the interviewer.
• Always be prepared for the tough questions you
  will be asked by preparing a list of them and
  rehearsing them, so that your answers sound
  natural and well thought out.

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THE INTERVIEW (contd)

• TACTICS (contd)
• 2. Bring a list of the questions you would
  like to ask about the position, the culture of
  the organization, what kind of candidate they are
  seeking, etc.
• 3. During the interview, display a positive,
  enthusiastic
• attitude about working for the prospective
  employer.
• REMEMBER
• The interview is a dance, so be prepared to
  waltz, tango or foxtrot as the situation demands,
  always remembering that what you bring to meet
  their needs, no one else can.
• Practice, practice, practice. It will help you
  get over the jitters, help you feel more natural,
  comfortable and in control of yourself.

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INTERVIEWING TIPS

• Listen to the interviewers description of the
  position, and match your skills and experiences
  to the interviewers needs through the responses
  you give.
• Use specific examples to illustrate the skills
  and qualifications you have to offer an employer.
• You have many great things to offer, be sure the
  interviewer knows that before you are done! Toot
  your own horn!
• Participate in a mock interview at the Career and
  Professional Development Center it will be great
  practice and preparation for the real thing!
• Spend plenty of time preparing before your
  interview. Find out more about the company or
  organization you are interviewing with.

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Interviewing

• By completing your marketing package, you will be
  able to interview with more confidence because
  you will know more about yourself.
• You will be the STAR each time you interview by
  producing your marketing package to reflect what
  makes you the best match or choice for the
  employer and then being able to talk about your
  skills during the interview.
• For more information on how to be the STAR see
  the presentation on Interviewing.

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Portfolios

• Everyone should have one
• Have examples from classes, work, projects
• Job or internship profiles highlights
• Resume
• Cover letter
• Letters of recommendation/commendation
• Personal statement
• Appropriate photos
• Hard copy put together first
• Electronic version (PowerPoint)
• Can leave with potential employer
• Post on Web site
• Duplicate
• Dont have to worry about it

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Networking What is it?

• Not asking for a job
• Networking is the deliberate process of
  exchanging information, resources, support and
  access in such a way as to create mutually
  beneficial relationships for personal and
  professional success.
• from Make Your Contacts Count, by Baber and
  Waymon

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Know Yourself andBe Able to Market your Skills

• Communication
• Analytical
• Leadership
• Technical/ Computer
• Organizational
• Motivation/Initiative
• Creativity

• Vision/Goal Oriented
• Language
• Teamwork
• What is your unique selling proposition?
• Why are you the BEST candidate?

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Marketing Yourself

• There are four components
• Product the Person
• Price What willing to take
• Promotion selling your skill set
• Place finding yours (product distribution)
• You are the product!
• This is also called the Marketing Mix

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What is a Marketing Mix?

• Focus on the image - YOU
• Must be consistent - RESUME
• Must be positive - INTERVIEW
• Must ring true ALL
• INFORMATION PRESENTED

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Think of it as trying to get a record (SONG)
played or promoted

• What will you need to get started?
• Who will be your audience?
• How can you make it marketable?
• How do you know that it is ready for prime time?
• How would you promote it?

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You can have brilliant ideas, but if you can not
get them across, your ideas will not get you
anywhere. (Lee Iacocca)
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Next Steps

• For additional help or information to complete
  your marketing packet you can
• Ask your Career consultant
• Check the books in the resource library
• Use the Internet enter your Resume
• Attend a workshop check the calendar

Remember Employers do not hire resumes they
hire people. It is up to you to show the
employer YOU ARE CAPABLE AND THE STAR!
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The Next StepContact Your Career Consultant

• Call 412.268.2064 or stop by the Career and
  Professional Development Center for an
  appointment with your Career Consultant (except
  MISM-see below)
• Walk-ins Wednesday 24 pm
• BA Jennifer Frick
• CFA/BXA(Architecture, Design) Sonjala Allen
• CFA/BXA(Art, Drama, Music) Elaine Stolick
• CIT (BME, ChemE, CivE, MechE) Lisa Dickter
• CIT (ECE, EPP, MSE) Carol Young
• HSS (History, IS, Mod Lang, Psych, and
  SDS) Debra Johnson
• HSS (Economics, English, IS, Phil, and Stats)
  Ray Mizgorski
• INI Jennifer Burkett
• MCS Renée Starek
• MISM (call Heinz School) Susan Timko
• SCS Kevin Collins