Marketing Plans
Part 1 of our Marketing Plan:
We come up with your saleable assets.
Have you ever had a full assessment of your skills and assets, what you really bring to the table?
Our Marketability Comparison Report compares both your assets and skills to 2,000 others in the market at your same income level.
The report makes it easy to pinpoint how to enhance your marketability... and often take it to an entirely new level.
Our staff team then puts everything about you under a microscope... your responsibilities, accomplishments... and everything about you as a person. In the process we come to understand your priorities, your personal values, where your family fits into the balance... your leisure activities, volunteer work... everything.
Most people are so close to their own situation that they never really see their own best assets. We usually identify 20 or more strengths and skill sets. Properly described to the market, they can make a world of difference.
Part 2 of our Marketing Plan:
If you have "liabilities," we develop solutions.
Make no mistake about it. Everyone who recruits is looking for liabilities. That's why you need solutions for any that may pertain to you. What are the main liabilities top recruiters look for?
Solutions exist for handling all these things. Too many people let these perceived liabilities hold them back!
Last year, we surveyed 2,000 executives who were still looking to find a job after 12 months. The vast majority blamed lack of success on not being able to handle liabilities.
Part 3 of our Marketing Plan:
We pinpoint your best industry options.
Don't people know what all their career and industry options are? The answer is no, most of the time.
For each client, we examine possible moves into new careers, frontier industries, and growth situations.
This is important because almost everyone underestimates both their options and income potential. They tend to have "tunnel vision." They tend to restrict themselves to looking at opportunities based strictly on what they've done before. The result is that many never achieve the financial level they should.
The fact is, that with our help, people can often "wear many hats." In a typical case, we come up with a variety of key industries and career paths that may be worth exploring. And when we make these professional evaluations, our team doesn't just "list them." We explain why you may be right for one... but not for another.
Last year, over 60% of our clients changed industries. But we had to "surface" and "sell" the full range of their transferable skills. How did we do it? The answer lies with the fourth part of our Marketing Plan, the "communications plan."
Part 4 of our Marketing Plan: A communications plan.
Do you know what a communications plan is? It's one of our keys for enabling people to be marketed into new careers or industries.
For example, you may be wondering how we could take a military commander and find him a new career? Or, move a Minister into business? Or, take a financial executive and move her into a COO position?
We've learned that when people hire, they think in terms of "key words and phrases." For example, a CEO might be thinking... "I need a turnaround specialist... someone who can juggle many projects ... cut costs... and bring us new ideas."
With this in mind, we developed a process for uncovering the key words and phrases that describe your transferable skills... and which build your appeal beyond your obvious credentials.
Going back to the "communications plan" we mentioned earlier, we take those phrases and, like a politician, we have you use them again and again. We build them into a plan for interviewing... specifying just what we want you to say or not say.
Those key phrases, along with communicating transferable skills, are "the keys" to expanding your marketability.
Employers think in terms of word dsecriptions when describing someone they need for a new job.
Part 5 of our Marketing Plan: An action plan for getting you interviews.
Why do we do this? Well, realistically, when you look for a job, how many good interviews can you really expect to generate on your own?
Getting activity is paramount. So, what we develop for you is a strategically designed "game plan." Our plans take advantage of 7 channels for getting interviews.
We detail "what should be done" as well as "how" you should do it. This makes our campaigns as close to "fail safe" as experience can provide. The plan is often aimed at making your phone ring 20 to 25 times.
This may sound like a lot, but you have to be realistic about rejections. Think of it this way -- if you owned a piece of art and auctioned it off at Christie's in New York, would you rather have 20 to 25 serious bidders... or just 1 or 2?
How long does it take us to develop your marketing plan? It takes us about two weeks of staff work behind the scenes, and then a day to present it to you (which we can do via teleconference or at any of our offices). We also supply a detailed 15 to 18-page written report for your permanent reference.
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