How to Build a Job Search Marketing Plan

Any job search encompasses elements of a marketing plan (where you are the product).

You identify your target employers, network with a list of social connections, communicate the USPs of your personal brand, view the sales process from an employer’s point of view and persuade your future boss that you are the one.

Creating your own job search marketing plan is less complicated than you might think. It will give your job search a structure, and it is easily amended if you decide on a change of direction. Here are a few of the key considerations.

Job search marketing planning

Ensure that you have a career marketing hub. Whether you have a LinkedIn profile, a personal website or a portfolio page, there should be just one single destination where you can send interested recruiters or employers. Many choose LinkedIn as their career marketing hub. Career history is available at a glance, the summary offers ample space to communicate your value and longer-form content is showcased at the top of the page. 

Map your competencies across multiple functions. Your marketing plan starts with a detailed understanding of what you are good at. Create functional headings relevant to your career (finance, account management, technology) and then list your key competencies under each heading. This does not need to be employer-specific – it is simply a reflection of what you excel at. You can then match this up with job opportunities.

Identify a long list of potential employers. Coming up with a comprehensive list of potential employers is key to a targeted career marketing campaign. Still, you should not discount the additional possibility of left-field opportunities coming your way. This list will help you focus on where to target your online activity. The insights you pick up as you research could prove crucial. Remote working may bring new opportunities.

Job search strategy

Build online credibility and engage with the right people. An essential element of job search marketing is your relationship with your professional network. The hidden job market is real, and you never know when a second-degree connection might be considering hiring. You might even reach them before the job vacancy is open. If they see that you have commented on one of their connection’s posts, you will already be in their mind.

Manage your leads and follow up. We have all chatted with someone who offered to help and then forgotten about them. If you meet someone (online or in real life) who might be able to help you in a future job search, note them down as a job search “lead.” Working these warm contacts when the time comes can uncover all sorts of possibilities, and if you get the chance to help them, you are storing up some more goodwill for the future.

A job search should not be limited to a linear “send your CV and pray.” Sticking to an integrated job search marketing plan will help to keep you on the right track and ensure that you cover both the advertised and hidden job markets.

It also feels slightly less scary when you have a plan.

***

This blog is shared with Job Seeker Duetists. 

Written by former recruitment ghostwriter Paul Drury (not AI).