Developing A Personal Marketing Plan

1. Developing A Personal Marketing Plan By Andrew Voss

2. Introduction • What is a personal marketing plan? • Value • Elements • Activities • Metrics • Use in other documents • The End Result

3. What is a Personal Marketing Plan? • Statement of Intent/Desire • Enumeration of career path • Enhanced ‘resume’ • Sharply focused goals • Strategy for attaining goals • Metrics for success

4. Value • Job/Career planning is a complex problem • Often too much information to easily manage • By creating a personal marketing plan you can focus, prioritize, measure, and refine your search • Value-add: you can use components of your plan in other job/career tools (interview packet, recruiter packet, resume, etc.)

5. Elements • Employment Objective • Career Progression • Job Titles and Environments • Positioning Statement • Summary of Skills • Target Company Characteristics • General Strategy

6. Employment Objective • The sum total of your job/career hunt goal • General description • Title, companies, work, opportunities, compensation, etc. • Be honest about what you want • Your goal will shape your strategy

7. Career Progression • Your current vision of your future career roles • Start with your current/last job • Define time frames for each step

8. Job Titles and Environments • Titles that fall within your job/career plan • Consider job postings you have encountered in the past that fit your search criteria • List environments you want to work in • Cast your net as wide as you like, but make sure that these items reflect your goals

9. Positioning Statement • Your boiled down primary marketing copy • ‘Enhanced elevator pitch’ • Who are you? • What can you offer? • What have you done? • Where are your strengths?

10. Summary of Skills • List all applicable skills • Organize them in a meaningful fashion • If you are looking for inspiration, go through things you do or have done (email!) • Revisit and update at intervals

11. Target Company Characteristics • Enumerate the qualities of the companies for which you would like to work • Location • Industry • Size • Corporate Culture • Specific Firms

12. Activities • Find companies • Meet people • Develop supporting materials • Develop personal skill set • Choose/monitor metrics

13. Find Companies • That fit your profile • That may grow into your profile • That may offer other professional opportunities

14. Meet People • From companies that fit your profile • From companies that may grow into your profile • From organizations that may offer other professional opportunities • Recruiters

15. Develop Supporting Materials • Resume • Interview Packet • Recruiter Packet • Compensation Packet • Online profile • Blog • Vanity Website • Domain • Elevator Pitch • Logo and Branding

16. Develop Personal Skill Set • Current trends in your industry/region • Books • Soft & hard skills • Certifications

17. Create/Monitor Metrics • Measure performance • Adjust your strategy • Motivate yourself by setting targets • Ultimate goal: better results

18. Example Metrics • Number of face-to-face meetings • Number of interviews • Number of networking events attended • Companies researched • LinkedIn • Appearance in searches • Profile views • New connections • Brokering connections

19. Other Documents • Recruiter Packet • Employment Objective • Summary of Skills • Positioning Statement • LinkedIn profile • Positioning statement • Summary of skills • Interview Packet • Summary of skills

20. The End Result • A solid idea of what you want out of a job/career – your primary objective • Your current status; a ‘starting point’ • A basic plan to kick start progress towards your goal • A means to measure progress and provide meaningful feedback • Continual improvement loop!