Brand: You, Creating and Self-Marketing Yourself to Find a Job During Tough Times

A career brand is an image that portrays you as an expert in your field, attracts your ideal employer, and reveals how you can help their business. How can you promote your career brand effectively, to stand out among increasing competition in the workforce? Self-marketing!

Before you begin self-marketing, you need to understand:

1. What you are going to market about yourself

2. Who you are going to market yourself to

3. Why you are going to market yourself to them

This article offers some important tools to develop your career brand and understand your self-marketing plan.

Goals of Self-Marketing

1. Provide direction to help eliminate trial and error. As a result, save time and money.

2. Network with key industry players.

3. Identify your transferable skills. Marketing these skills, not just job history and accomplishments, puts you in higher demand (i.e., more interviews).

4. Determine what other industries your transferable skills fit into. The industry you are in affects the success of your career. Market yourself in growing industries (green-collar, biotechnology, nutrition, IT). Steer away from dying 5. industries (textile, printing, newspapers, steel manufacturing, etc.).

6. Resolve any setbacks that hurt your career and prevent you from getting interviews. Fix your resume so it does not portray you as “a job hopper”, “lacking education”, or “unable to advance at a company”.

Create Your Own Mission Statement

Just as mission statements provide direction and purpose for companies, individuals can benefit from having their own personal mission statement too.

Your mission statement says what is important to you. Write yours before starting a career to get on the right path and connect with companies that have similar values and beliefs. You can revise it or write a new one at a career crossroads. Its sense of purpose is great motivation!

What to include:

1. Goals – Aspirations in life (short-term and long-term)

2. Core values – Who you are and what your priorities are

3. Successes – Professional, personal, etc.

4. Offerings – How you can make a difference for the world, your family, employer or future employers, friends and community

Integrate Assessments into Your Career Branding

Career and personality assessments reveal consistent patterns in your traits, characteristics, strengths, preferences, and skills. The assessment results may lead you in a new career direction. If you have an established career, they tell you how well your traits and branding messages align with your career path.

Present your distinctive and noteworthy traits to your targeted employers. Remember that not all recurring patterns contribute to good branding (e.g., introversion). Disregard any pattern you feel is not really you.

Incorporate the assessment results into your career branding materials: resume, cover letter, elevator speech, interview responses, portfolio, business card, etc. Convey a consistent branding message throughout all of these materials. But you can use different branding statements for different industries.

Tag! You Are “It”!

Self-marketing is not just about selling your specific skills. Everyone has skills. They get you in the door, but not necessarily get you the job. There can be 100 or more applicants per job posting, and they all have the same or better skills as you. How can you stand out as “the one”?

Develop a tag-line. A great tag-line tells people exactly what a product is and how they will benefit from using it. This is what employers want to know about you! Specifically, how you will help them make and save money. Tell them how much money you helped a previous or current employer make or save on a given project, sale, or time period.

Dear Career Journal…

Did you have a diary or journal when you were young? It helped you express feelings when no one else would listen, or when you did not want anyone else to listen! Similarly, a journal can help and guide us in our professional adult life too.

Writing in a career journal allows you to set aside time to think and learn more about yourself and your career. Just as when you were younger, using a journal allows you to express emotions (good and bad) about career progress. When you read past entries, see how far you have come!

Use your career journal to:

1. Write your personal mission statement

2. React to self-assessment tests

3. Do a SWOT (Strengths/Weaknesses/Opportunities/Threats) analysis

4. Evaluate your current situation

5. Reflect on your successes and failures

6. Devise career goal ideas (breaking into a new career, as a volunteer or consultant)

7. Think about career alternatives

8. Establish daily or weekly career-related objectives or tasks

9. Develop action plans to achieve your objectives and tasks

10. Make checklists

11. Record network contacts, job interview results, etc.

12. Develop job correspondence material (cover letters, resumes, thank you letters, etc.)

13. Practice job interview questions and answers

14. Gather salary information

15. Jot down ideas and information you like and want to use in the future

16. Record things you want or need to learn, skills to improve upon

17. Discover and explore your workplace values

18. Record your job-related likes and dislikes (and employers’ likes and dislikes)

19. Note lessons learned

20. Develop ways to improve the workplace

21. Review job-search trends

22. Develop plans for achieving promotions

23. Document the career paths of your peers that you want to emulate

24. Prepare for job performance reviews

Do not keep your career journal at your workplace. Keep it at home on your computer or in a notebook. Try to set a regular time of day to work on your journal, maybe right after work. Maybe before work to get yourself motivated and focused on what you can achieve that day!

Your journal is always ready, and no matter where your career path leads you, you can continue to use it throughout your professional life.

Key Marketing Tools:

Strategic Marketing Plan

Your plan answers these questions:

1. What have I accomplished, where am I now, and where will my career be if I do not take action?

2. Where do I want to go with my career?

3. How do I get to where I want to go?

4. How do I put my plan into action?

5. What do I need to change if I am not getting success?

Market Research

Understand trends in your career field. Consult resources such as the U.S. Department of Labor’s Occupational Outlook Handbook. Interview industry professionals. Study the companies you would like to work for. Use this information for your cover letter, resume and job interview.

Marketing Mix

You are probably already familiar with the 4 P’s of marketing, or the “marketing mix”. The 4 P’s are product, promotion, place, and price. Translate these in terms of you and your career for job search success.

Product

You are the product with unique characteristics, features, and skills. Expose your “product features” in your tag-line and resume. Let employers know your work experience, leadership experience, professional memberships, technical skills, education and training.

Make sure that your on-line marketing tools (i.e., Facebook or Myspace) are cleaned up and employer ready. You do not want a potential employer to see something on your personal networking sites that will land you in trouble.

Do not forget “packaging”, to properly present yourself and your credentials to potential employers.

Promotion

This is your cover letter, resume, phone calls, correspondence and interviewing. Promotion tools include anything that you can use to get a job interview and ultimately get a job offer.

Be memorable by utilizing multimedia marketing like email, follow-up phone calls, or try using regular priority mail envelopes to send resumes, cover letters and other “marketing materials”. This increases your career brand and distinctiveness.

Place

This includes everywhere employers can access you. How are you reaching employers or people who can connect you with employers?

1. Internet job-searching and applying to job postings

2. Cold calling

3. Networking with current and former coworkers, colleagues and alumni

4. Speaking with recruiters at staffing and employment agencies and company HR departments

5. Visiting your university career centers and alumni offices

6. Attending professional association meetings and seminars

Price

Price includes all aspects of the compensation you can receive from potential employers, as well as your strategies to get the price you want, and that the employer feels you deserve. Your price not only includes salary, but also insurance, benefits, paid time off and perks.

Call in the SWOT Team!

Performing a SWOT Analysis, used in marketing planning, is helpful to use in your career planning. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. It answers:

1. What are your Strengths and Weaknesses (in your internal environment)?

2. What are Opportunities and Threats in your career field (external environment)?

Strengths

Internal, positive aspects which you can capitalize upon, such as:

1. Work experience

2. Education

3. Technical skills and knowledge (e.g., computer skills)

4. Personal characteristics (e.g., superior work ethic)

5. Strong network of contacts

6. Involvement with professional associations and organizations

7. Enjoying what you do

Weaknesses

Internal, negative aspects that you plan on improving, such as:

1. Lack of work experience

2. Inconsistent major with the job you are looking for

3. Lack of specific job knowledge

4. Weak technical knowledge

5. Weak skills (leadership, interpersonal, communication, teamwork)

6. Weak job-hunting skills

7. Negative personal characteristics (e.g., no motivation, indecisiveness, shyness)

8. Weaknesses identified in past performance appraisals

Opportunities

External, positive conditions out of your control, but you plan to leverage or add value:

1. Field trends* that create more jobs (e.g., globalization, technology)

2. Field needs your set of skills

3. Opportunities for advancement in your field

4. Location

5. Strong network

Threats

External, negative conditions out of your control, but you may be able to overcome:

1. Field trends* that diminish jobs (e.g., downsizing, obsolescence)

2. Companies are not hiring people with your major/degree

3. Competition from college graduates with your same degree

4. Competitors with superior skills, experience or knowledge

5. Competitors who attended better schools

6. Limited advancement in your field (too competitive)

7. Limited professional development in your field

8. Find hiring/employment trends in your field. Go on-line to ABI/INFORM, Business News Bank, and Lexis/Nexis.

After completing your SWOT Analysis, add the results to your Strategic Marketing Plan. Also, use your SWOT results to develop the following in your Plan:

1. Career goals

2. Marketing strategies

3. Action plan with deadlines

The Elevator Speech

The Elevator Speech is a clear, concise introduction that can be delivered in the time it takes to ride an elevator from the top to the bottom of a building. It can be as short as 15 seconds or as long as three minutes. Write down your Elevator Speech, and practice it so it comes naturally. Be ready to deliver it!

Use it at:

1. Networking events (including “unconventional” ones, like shopping)

2. Career fairs

3. Cold calls to employers

4. Voice-mails

5. Your current workplace, when you encounter the higher-ups

6. Job interviews when asked, “Why should I hire you?” and “Tell me about yourself”

Your Elevator Speech includes:

1. A greeting

2. Your name

3. Your industry or field

4. Accomplishments, background, qualifications and skills

5. If you are graduating soon, what school and what degree

6. What you want to do and why

7. Why you enjoy what you do or want to do

8. What interests you about the listener’s company/business

9. What sets you apart from others

10. Your tag-line that you developed!

11. Your mission statement that you developed!

Finally, capture their interest and request action.

1. At a career fair: “May I have your business card, and give you my card and resume? Can you add me to your company’s interview schedule?”

2. Networking: “What advice do you have for me? What employers do you suggest I contact?”

3. On a cold call: “When can we meet to discuss how I can help your company? May I send you my resume?”

The Other 3Rs (Reduce, Reuse, Recycle) – More Business Tips For Tough Times

With the economy still undergoing a lot of uncertainty, rather than throwing in the towel at your small business, especially if you are in services, you can instead extend the same principles the environmentalists recommend – Reduce, Reuse, Recycle – to what you offer clients and keep the dollars rolling in.

The strategy of reducing doesn’t just apply to the office products you use or how much space you occupy; you need to also look at how to reduce what you offer without taking away from your value proposition. That means never reducing your price, but instead looking at ways to chop up what you do, so that clients can still buy from you while leaving your value proposition untouched.

For example, depending on the work you do, instead of covering the whole project from soup to nuts, you might do the front-end planning while they supply the labor and premises to execute the tasks. Or, they gather the information and then you come in at the back-end to do the analysis and provide the recommendations. The beauty of reducing is that it still leaves you performing the higher-perceived-value tasks out of your overall offering. It doesn’t mean you can’t do entire projects if clients still have the budgets; of course you can! But for those customers who are cutting back, you can tailor to the funds available. As they say, no-one is ever remembered for their prices but they are for their value.

This leads to the second part of the formula, Re-use. In this case, while you can go on making good use of your paper clips over and over, it also means looking outside your four walls for ways that can help your clients. One form of “re-use” is putting people to work that your clients might otherwise have to lay off. Perhaps a client has always wanted to undertake a major nationwide survey, but has never had the budget? Or, they want to do some business development work but didn’t have the feet on the street? Rather than paying the much higher costs, which include markups, to an outside firm such as yours, they instead have you act as manager of an in-house team and put their surplus people plus your expertise to work. This way, your client will see you as even more indispensable to their business while the customer teams you manage will get the job done.

Even if you’re already recycling waste paper and other items at the office, you need to also look at how to recycle past work you have done for clients. While any such initiatives must avoid betraying client confidentiality, especially if you have signed agreements to this effect, by taking the generic parts of existing client work, perhaps even from past work for several clients, and finding ways to recycle these as products you can sell, you will meet two goals. One is, you will generate some revenue and two, you will have found another way to introduce prospective customers to your services. You might want to bring out a series of reports or your First Annual Survey of X about a market in which you do a lot of work; if you have done such work over the last 12 to 24 months for large corporate clients, finding ways to recycle this information to small businesses will introduce you to a market segment that you might normally not serve.

While no one likes a shaky economy, by using the 3 Rs to your advantage, you will be better able to weather the storms and position yourself for the fourth R – Recovery – when that happens!
Copyright Deborah C. Sawyer

Navigating Through Tough American Economic and National Health Care, Health Insurance Reform Issues

For Practicing Agency Brokers, Trusted Insurance Advisers, And Financial Planning Consultants….

From time to time, there is a need for guidance in Financial Services Practice; now is definitely one of those times. There are two distinct issues working in tandem which determine modifications in the future conduct of our business: The Economy and the Reforms. Here are ideas on how to navigate our way through the maze. This can most certainly be done. With care, thoughtful performance, and innovation, Financial Services Professionals can serve the general public and make the experience satisfying and profitable. Let’s begin with some commentary on the general economic circumstances first. Following that, we’ll take up the Reform issues, how to move through them, and how the way we advise members of the general public on savings, insurance, investment, and retirement concerns.

1.To begin the economic discussion, we need to address the full and true extent of just what we as a nation and we as practitioners are up against. As of this writing, in the winter of 2009, unemployment, including the employed, self-employed, and business owners, has passed 10%, about 15 to 16 million people. Add another 6 to 7 percent to that, which includes the part-timers, disabled, retired, and those of working age who have stopped looking. We are looking at about 22 million Americans not drawing active paychecks. The closing of businesses, branch locations, shops, stores, retail, wholesale, and service sectors, adds to the severity of the overall problems. It is conceded that there are many who are drawing from savings, taking early pensions/Social Security income, receiving extended unemployment compensation, and retirees on full pensions. That said, the loss of productivity is simply staggering. All this decreases the taxes available from which cities, counties, states, and the federal government must fund budgets. Naturally, all this leads to ever worsening annual deficits and unfunded liabilities. Finally, federal government for the past 30+ years has pursued deficit-spending policies which add to all of this. A look at USDEBTCLOCK.ORG tells the whole story in real time. Take a look and notice a few things.

The national debt stands at some $12+ trillion, while the federal budget shows in the neighborhood of $3+ trillion. Take a closer look and it can be seen that $1.7 trillion is taxes, while the difference is annual debt – sale of treasuries, printing of currency. The unfunded liabilities of Medicare/Medicaid, Prescriptions, Social Security top $106 trillion! To get an idea of what these liabilities mean, consider that this funding is what must be contractually paid out in entitlements over the lifetime of those presently enrolled in these programs, say, from now and over the next 20 to 30 years. And that will become progressively larger as the Baby Boomers begin checking into the systems. This is merely the highlighted treatment of the issues and doesn’t take in figures on the levels below the federal programs and subsidies: state, and related deep concerns over inflation, tax increases, brain drain, not to mention the TARP, STIMULUS, industry handouts/loans, and funds to individuals and non-governmental organizations under Acts in force, such as new mortgages and existing mortgage relief.

We read, see, and hear the word “unsustainable” a lot. Another phrase is ” the debasing of our currency.” Still another is “breaking the buck.” Are these figures actually important to us? Well, yes. One example will suffice: the interest alone on just the national debt is about $340 billion/year, or about 12% of the national budget. And that is going to get much higher. Relate that to a family making, say, $75,000/year. With this level of household debt, that family will pay some $9,000/yr. merely to pay interest, not even to reduce its debt obligations! Just recently on CNBC, a professor of finance designated the U.S. Dollar as fiat currency, which it is. Watch just about any television station and note all the advertisements about gold. Yet, many Americans just roll on as if everything is going to be just fine. Let’s hope for that miracle. The American People have been through some very difficult times over the past 250+ years and have managed to rebound. That could happen again. This time, however, things are quite different and difficult.

Does all this mean that Americans should just roll over, play dead, and let the federal government take care of everything? As a nation, will we file for default and a kind of national bankruptcy? This may be a legitimate senario; and it could be solved through establishment of a new currency sometime in the future, after everything gets paid off in near worthless U.S. currency. But, nations and the people in them, get hurt—badly. Russia, Panama, Argentina, Germany, Cuba (and there are more examples out there), all went through this, and the people there know just how bad this is: a national nightmare from which one cannot awaken. Special note on Argentina: The collapse of that country’s currency, the Peso, not long ago, lead to black markets, swap meets, trading for needed goods with hard assets, such as gold, bartering and trading in kind, not to mention increases in violence and crime. When new prices and wages readjust to some new currency, the resultant pricing of goods and services is extremely unfavorable to individuals and businesses. One can hope and pray that this does not happen or at least is some years away. Some experts suggest anything from 2 to 20 years—-read: nobody knows for sure! That said, this leads to strategies that we in the financial services industry can and should probably look into and maybe adopt. If all this sounds like gloom and doom and just too ridiculous, let me assure readers that this writer has done his research, can back it all up, and is most assuredly not making it all up as he goes along! Independent corraboration and documentation on all of this is readily available on the internet, libraries, university papers/archives, and other public records.

2. Here are some practical suggestions for Financial Services Professionals. While nobody can predict the future, this portion of the narrative is best described within two arbitrary time frames: A. 2010 to 2014-2015. B. Beyond that to, say, 2020-2025. This time division is established for specific reasons. At the time of this writing, the U.S. Government is poised to pass and place into effect a national healthcare/health insurance reform act. It doesn’t much matter whether or not one is in favor of this particular piece of legislation or some others, reform is necessary and will come very soon regardless of what the final act turns out to be.

Care rationing is a matter of fact, already in place for some years, and will get more pronounced for everyone. There really is no other sustainable way to do any kind of reform in attempts to control steeply increasing costs of insuring seniors and those below age 65 yr. who can either not afford to be insured, can’t qualify, or act as though they don’t want to protect themselves(checking into their local hospital ER so we can all pay for that; and hospitals, in order to remain in business are already tightening up on the emergency provisions of the law). The projected costs of the one that looks like it will become the law of the land, warts and all, is estimated at between $1 and $2 trillion over the next 10 years. It will no doubt end up by 2019 considerably more. If it doesn’t, it will stand alone among all the U.S. entitlement programs in the history of the Republic to come in at or below the CBO cost estimates. Look for increasing income taxes, fewer paychecks to tax, very slow employment recovery, very fragile equities markets, more federal currency creation, more inflation, weakening U.S.Dollar.That’s the context in which we find ourselves and determines what we do as financial services advisors and implementers. Good luck. That said, let’s discuss Part A – the next 3 years.

Part A. During the next three years, things will proceed at more or less normal conduct of business in an atmosphere of continuing inflation and increasing taxes. As practitioners, we can expect to market the same or similar coverages as we do now. Adverse Selection(taking into account pre-existing conditions) will still be there to control premiums on life, individual, family, group healthcare, disability coverage, long term care insurance, retirement plans(more on this later), to mention the prominent ones. We still will be doing our due-care, due-diligence, financial planning, fact finding, observing compliance, and doing what is best for the client. There are going to be less people and businesses with which to work, and they will have less money with which to do things. Remember, the client always comes first. Words to live by.

Certainly, we owe it to those who favor us with their business to let them know what is coming as soon as we know what is in store for them and for ourselves. For the most part, we will try to continue as before – for about the next several years. After that, things begin to get very different. Let us progress to Part B, Beyond that.

Part B. After 2014-2015, health insurers drop Adverse Selection and pre-existing conditions no longer play a part in the health underwriting process, at least for much of the individual, family, small group medical insurance, and Medicare Supplementary coverages. We’ll all most likely be undergoing training, certification testing, and more state/federal regulation. There’s an upside to all of this. As long as the health insurance industry remains in play, we should be able to make as much or even more money. Nobody knows what the effect of some U.S. Health Insurance Company, Co-op, or Exchange might have on the viability of the health insurers. The CBO states that some very small percentage of the public will enroll in the Public Option plans. That remains to be seen. Many people will be subject to non-enrollment penalties and fees.

What we do know about public plans and elimination of pre-existing conditions is the example we have in Texas. This public option is called the Texas Health Insurance Risk Pool, under the jurisdiction of the State of Texas. In Pool plans, there are no pre-existing conditions to stop one from procuring a pretty good major medical insurance coverage; in fact, one actually has to have significant medical condition or conditions to be eligible. Approximately 29,000 Texans are presently enrolled, out of the millions who have commercial coverage of individual, family, or group coverage. Even with State and Federal subsidy grants each year, the premiums on these plans run 2.5 to 4 times what a similar commercial plan might cost and the coverage is not as good. In a word, it is really expensive. It may be that, since the great majority of Americans probably generally qualify by providing medical evidence of insurability anyway, the impact of accepting all applicants by the commercial insurance companies may not send the overall individual/group premiums skyrocketing(an outcome with which this author does not agree). Those who can’t afford health insurance may get federal subsidies. The fact is that nobody really has a clue. We won’t discuss the MA and OR state-run health care/insurance plans. Not working out very well. Adverse Selection Elimination is a main culprit, leading into healthcare rationing and increasing premiums.

For insurance professionals, the marketing opportunities may just turn out to be positive. Bringing into the insuring public millions of previously uninsured and underinsured younger people may be a good thing. Supplementing health insurance for seniors will be there. We need to work hard at staying in the game and not getting squeezed out by federal competition. All people out there will certainly still need competent financial services professionals, maybe even more than at present. There are those in professional positions of economics, demographics, medicine, actuarial science, and other disciplines who think that any public option may not drive out the insurers, especially knowing that private enterprise, ingenuity, innovation, increased efficiency, would allow the private sector even to drive out the public option. Look at how the Post Office, Medicare, Medicaid, VA hospitals, Social Security, and other entitlements have worked out. Remember that $106 trillion(and climbing) of unfunded liabilities and where that has put the nation and the American People. As these liabilities keep coming due, they increase the federal budget! Doesn’t sound like some great efficiency to this writer.

Finally, there is this prediction regarding earned and renewal compensation. Don’t look for some sudden drop off just because of Reform. This author has found from experience that most people are quite cautious and suspicious of new programs and will tend to retain what they have for just as long as they can, until they gain confidence in such programs, or are forced into them. Even then, many, if not most, will still retain current health insurance coverage in some form to pick up what Reform does not. That was this writer’s great surprise with Harris County here in Texas, when in 1970, the County government replaced an outdated and woefully inadequate set of fringe benefits with full comprehensive coverage. Most all the supplemental coverages that were marketed to large numbers of employees from 1965 to 1970 remained on the books for many years. That is likely to happen in our national future. So take heart.

Earlier, the topic of currency debasement, creation of trillions of dollars by the Fed out of thin air, and inflation(about 2.5% annually, by the way) was touched upon, especially as related to obtaining goods, services, and accumulation/distribution of retirement funding. This leads into the arena of retirement capital, funds formation, equities markets, cash value life insurance, annuities, precious metals, commodities, bank deposits, money markets, treasury instruments, and the like. This also includes non-tax qualified and tax-qualified retirement vehicles, such as IRAs and 401(k)s, as examples. One suggestion is the recommendation that some portion of a client’s capital or retirement portfolio of funds be placed in hard assets. Gold and silver come to mind. We would defer to a precious metals specialist for that. Hedging and potential gains are two objectives that come to mind.

Everything is open to new ideas based upon the changing circumstances. Your practice is obviously going to change; caution and creativity are the guides. Whether we operate in single needs, multiple needs, or comprehensive planning modes and implementations, all of our recommendations are going to be different as compared to past years. It is a bit like attempting to walk in quicksand. And this applies to all product implementation, not just the health insurance arena. So be careful out there.

The way we operate in ethical conduct of business will change. The suggestion is put forth that in the future, starting in 2010 and beyond, we in financial services when advising businesses and individuals, will need to either form alliances with other financial professionals who are licensed in areas where we are not, or refer people to other trusted advisors in order to fully inform the people we serve of the risks and rewards to allow them to make proper, informed decisions that work for them and provide them the opportunity to form strategies and thus to protect themselves. We are definitely in for quite a ride; so fasten your seatbelts. A tip from one who is an investor, not a sales agent: dollars are currency;gold is money. Get to know the difference. Know all the new rules, regulations, and compliance requirements. Study. Engage with other professionals. There is a big job ahead for all of us, starting now.

This is by no means an exhaustive analysis of what’s ahead, but it is a beginning. Still, taken to heart, it gives us inspiration to continue to provide the most excellent advice and coverage implementation to our clients and would-be clients. We who are true professionals are in the unique position to guide, advise, offer direction, clarify, and eliminate confusion. No government bureaucrat can come close to what we do. Imagine that!

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