Newsletter of the East Bay Chapter of STC
January/February 2003

Employment News: Marketing Tips for Your Job Search

by Katherine Porray
Employment Manager, Rochester chapter

This article is reprinted from the September 2002 issue of Proof Sheet, STC Rochester Chapter newsletter.

How do you make yourself stand out from the crowd?

Think of yourself as a product and start developing a “sales and marketing plan” that identifies your target audience and lets that audience know how your product (you) fulfills his or her needs.

Today’s upside down employment market finds more and more technical communicators on the outside looking in. To put yourself on the right side of the job search, you’ll need a strategy that sets you apart from the crowd.

Did you know that 99% of all job seekers follow the same predictable pattern? They send out a resume and cover letter …and then hope for a reply. Most often, they’ve responded to a blind lead on the Internet or an ad in the newspaper so there’s no way of following up with the “to whom it may concern.”

Don’t leave your success to chance.

Regardless of whether you want to freelance from your home office, contract for an agency or work as a direct employee, these tips will help move you toward your objective—getting paid for what you do.

1. Research and analyze the market. Before you even begin looking for a job, identify everyplace that you think might be able to use your services. Use your networking contacts to help you out on this one.

2. Assess the competition. Find out who your competition is and determine your strengths and weaknesses in comparison. If you need to retool yourself, do it. Check out the local colleges and training centers and then take whatever courses you need to update your skills.

3. Define your USP. Your unique selling proposition is the compelling reason why an employer would benefit by choosing you over the competition. This may take a bit of self-analysis, but it will be time well spent.

4. Define your target market(s). Here’s where you’ll focus on those industries, companies or individuals who might benefit most from what you have to offer as well as the needs you will be solving for each.

5. Set your price. This is a tough one, but you’ll need to find out what people are currently paying for services similar to the ones you’re offering. You don’t want to price yourself out of the market, but remember your USP. Use it during negotiations to justify your price.

6. Plan your promotion campaign. A good marketing plan documents your objectives and how you plan to achieve them. It also identifies ways in which you plan to reach your target market. As part of your promotion package, you’ll need to create proper cover letters, resumes, professional profiles, and portfolios of your work. Use job fairs and networking events to advertise your availability. Leverage contacts, old and new, and don’t forget to thank those who’ve helped along the way when you’ve landed that new position.

7. Project a positive image. Look and act the part of the professional you are. Remember, image affects sales.

8. Sell the benefits. The end result of your marketing plan is to sell your product. To do this, first learn to listen so that you’ll know what the employer’s needs are, then respond to those needs. Use your USP to close the deal.

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