However distasteful it may appear, getting an employer to choose you over all the other applicants has parallels with a shopper choosing one brand over the other. (And just as consumers will often calculate a price-to-quality ratio before deciding, employers are also looking for value and a return on investment.) But with so much competition in the job market, one of the biggest problems candidates face is getting noticed in the first place. Here are some ways that you can use marketing techniques to add impetus to your job search and attract an employer's attention.
Work out your USP
To wow an employer, your application materials must make your "unique selling proposition" clear and distinct. Think about what differentiates you from others, and the value an employer will gain if they hire you. Consider adding a short statement under your name that crystallises what you do, how you do it, and the value you create.
Something such as: "Book marketer, driving sales and profits through online channels"
Or for a CV writer (but this isn't mine, by the way!): "Developing unique CVs that get interviews and jobs"
If you're applying for different roles (or in different sectors) you'll probably need to adapt your message to different audiences. Your CVs and cover letters must be relevant and focussed on that role, company and sector. They should also be suited to the needs of your reader. Consider developing a range of formats for different situations, in addition to a full CV.
Emphasise benefits not features
The problem with many CVs is that they read as a list of what the applicant has done, but don't spell out why the employer should care. Don't just describe what you do but translate your strengths, abilities and experience into bottom-line benefits for the employer. Everything you include in your application must build up your credibility and appeal. Train yourself to do this by thinking to yourself "so what?" after each sentence. This will help you move away from phrases such as "duties included" or "responsible for" to focus on the impact of your work and your achievements – and how these are relevant to your potential employer.
Use more than one marketing channel
Marketing professionals adopt a number of approaches to target their customers, and you should do the same if you're trying to get an employer's attention. Word of mouth is often an effective way in, so think about how this could work for you. Perhaps you can get a direct referral from someone you know, for example. A range of online marketing efforts might also help. LinkedIn groups participation and activity in social media channels (Twitter, blogs and forums) can be effective - especially when combined with offline approaches, such as networking, speculative applications, working with specialist recruitment agencies, or even doing some voluntary work.
Be confident
While arrogance is an undesirable trait, you won't be able to convince anyone to hire you if you show doubt in your abilities, or if you come across as apologetic, needy or insecure. Portray a positive can-do attitude and make sure your CV has enough examples of how you've achieved results similar to those needed in the new role. If there are weak points in your application (for example, you're missing experience or skills) prepare to explain how you're overcoming them.
