Leadership step 4 b marketing materials

www.CrossroadsCareer.org

step 4B marketing materials


Prayer



6 Factors for Targeting

Page 31


The 6 Steps


Target Opportunities Exercise

Page 33


W hat You D o B est

Em ployers N eed Most

Experiences

Abilities

Personality

Interests

Values

Spiritual G ifts and Calling

O ccupations

Em ployers

Locations

Incom e

Platform s

Cultu re

Learn What Employers Need Most

Page 34

1. Informational Interviewing

2. Associations

3. Newspapers / Magazines

4. Websites


Faith Based

• My steps have held to your paths; my feet have not slipped. – Psalm 17:5

• Kings [Employers] take pleasure in honest lips, they value a [person] who speaks the truth

- Proverbs 16:13

• Buy the truth and do not sell it; get wisdom, discipline, and understanding. – Proverbs 23:23


Faith based• “Before I formed you in the womb I knew you,

before you were born I set you apart” says the Lord.” – Jeremiah 1:5


Market Your Strengths• Identify a single Occupation/Industry

Focus on just one

• Marketing Material Development

...3….2….1

35, 37


www.wordle.net

Learn What Employers Want Most

Job Post Resume

34


Realize it takes more than a resume in today’s job market

• Resume• Cover Letter• Business Card• LinkedIn• Networking Guide• Elevator Pitch• More…


Discussion


The Parts Of Personal Branding


Elements of Your BrandPage 35

• Audience:

• Value:

• Uniqueness:


From Elements Into Brand

PBSTag Line


Personal Brand Statement (PBS) Detailed statement, 3-4 lines Strong, core statement that differentiates you Must include audience, value, and uniqueness

Example:

Engaging cutting edge technologies to advance corporate-wide initiatives to expedite manufacturing processes and achieve aggressive revenue growth, cost-cutting objectives, and profitable margins.


Tag Lines

When it absolutely, positively has to be there overnight


Discussion


Elevator Pitch


The Basic Elevator Pitch• Hi, my name is ____________

<Insert Name>

• I am a ___________________<Insert Title>

• I am known for ____________<Insert Tag>

• I am seeking a new position in ________<Insert Geography or Industry>

• But enough about me, who are you and what do you do?


Discussion


Today’s Résumé


New vs. Old Résumé

The Résumé is:

• Marketing document

The Résumé is not:

A historic document


Resume Styles

39-40

Chronological: When continuing in the same or similar career • List your work

experience in reverse chronological order, listing the most recent work experience first

• List accomplishments under each employer


39-40

Functional: Best when changing or re-entering a career• List talents in major

categories (service, sales, etc.)

• Briefly list experience – show company name, title, location, and dates only

Resume Styles


39-40

Combination: Aka Hybrid• Power of both

functional and chronological

• “Above the fold”

Resume Styles


Parts of the Résumé

• Header

• Above the Fold

• Previous Experience


Header Information• Name• Phone• E-Mail• LinkedIn Address• Second page: Name, Page 2• Optional:

– Home / Mailing Address– Certificates and Degree Acronyms


Above the Fold• Get the reader’s interest

• “Read” in 8-12 seconds

• Summary vs. Objective

• Key Qualifications, Skills, Credentials

• Recent Graduates: include education


Key Qualifications• Serves as the Executive Summary• Emphasizes credentials, skills &

experiences you have based upon the 5 job descriptions

• Don’t just use a “pick list”• Should be supported by the resume


Previous Experience• Information to include:

– Company Name, Location, Dates

– Job Title / Position and Dates

– Job Description – Paragraph format

– Accomplishments (STARs) – Bulleted format

• Education

• Anything relevant to getting the job


Tips• Use only 1 phone number, professional e-mail

address• Do not need to preface phone or e-mail with

title• Get a new e-mail address if currently using

AOL or hotmail• Use Google Voice number to supplement out

of state number


KeywordsWeave keywords throughout your entire resume: Craft solid sentences with both action verbs and strong

nouns“Designed award-winning Excel certification training for

900 actuaries and statisticians" Replace pronouns with the relevant nouns

"Certified in Microsoft Excel and use Excel daily for revenue audits"

35


KeywordsWeave keywords throughout your entire resume: Put keywords in "context"

While a keyword section is useful, some search engine penalize the "lumping“ of excessive keywords together

Call out companies and clients by both the short and long names

Use variations of your keywords throughout the resume

35


Resume Tips

38

Use standard fonts, like Arial or Times New Roman – size 11

Keep it to 1 or 2 pages (3 if you have many publications, etc.)

A clear Summary, Headline or other Role indicator at topAction verbs and strong nouns (keywords) – lots of them!STAR statements – at least one for every job/role held


Resume Tips

38

1-inch margins are preferred…at least .65 of an inchCheck for format issues, grammar issues, spelling errorsPick one date format and stick with it for every date usedEducation at the end (except for new graduate or

educator)Use generic titles if specific job title is uncommon /

confusing


Resume Tips

38

List active and relevant industry certificates after education

List job history back 8-12 years…not more than 15 years old

Once you have a good resume, work on a LinkedIn profile


Overall• File name• File format• One job per resume• Spell out first instance of non-common

acronyms• List items from most important to least

important


Order of Accomplishments

Most Least

Least


Overall• Consistent, complete, correct, and quality

– Spelling– Grammar– Font– Format– Spacing– Bullets size and style & use of periods after

bullets– Your name– Indentation

• Include a cover letter as the first page


Don’ts

• Do not include a picture• Do not add “references available upon request”• Do not include personal information (martial

status, children, politics, religion, etc.)• Do not use pronouns


Don’ts

• Do not use colored paper• Do NOT overdo font styles• Do not include reason for leaving• Do not send references or salary information• Do not use company or industry jargon• Do not use fluffy words


Discussion


BUSINESS CARD


Business CardCovered on page 47 of workbook


NETWORKING GUIDE


Networking Guide


COVER LETTER


Cover Letter


Discussion


LINKEDIN


Profiles – LinkedIn as an Example

38

Enter a solid Summary to give the reader a quick understanding of who you are (no more than about 5-6 lines or bullets)

Enter a brief variation of the history section of your resume

Focus on successes, skills and accomplishments


Profiles – LinkedIn as an Example

38

Use one of the “applications” that LinkedIn offers to attach a document or presentation that shows off your skills

If you blog on topics related to your profession, provide a link to your blog

NO personal stuff Professional headshot Get 3-5 recommendations

to start

More about LinkedIn in following Steps


Other• Professional signature block on e-mails


Altitude ReviewIdentify a single Occupation/Industry

Marketing Material Development

This is not a 1-time eventWe are in the “Me, Inc.” generation, so develop a strategy to keep your career, resume, and branding current and engaging



Next Week

Step 5 – SearchingSeek to serveNetworking• Online• In-person

And more


Leaders


LeadersGeneral• Be sure all volunteers giving advise are trained

on the new materials• Be sure emphasis is not just on resume &

LinkedIn• We read left / right, top to bottom so what we

read first is most important (dates therefore do not go left)


LeadersElevator Pitch• Elevator pitch should not exceed 30 seconds

and never be historic or say they are unemployed


Business Card• Vistaprint.com/TV for 250 of the Premium

cards, no vistaprint logo on the back, advanced editing, select from all designs, free shipping, only $10

• Leave white space on business card for them to write; no glossy finish

• Some job seekers take running out of cards as a bad sign; it is good if they are doing it right

Leaders


LinkedIn• Offer free headshots from a professional

photographer

Leaders


LeadersResume• Visually show progression within a company