How A Marketing Mindset Can Lead To Better Job Opportunities

If you work in marketing or studied business in school, you will recognize the four Ps of marketing (product, promotion, place, and price), otherwise known as the “marketing mix.”

When marketing, the seller provides a product (or service) needed by the customer. The customer then gives back something of value, usually money. In the end, both parties receive something of value.

These same principles apply to job search. As the seller, you possess a unique set of qualifications, skills and experience that you are offering to an employer, the potential buyer. If that employer needs your services, they will “buy” what you are offering and pay for it – your salary!

Here’s how you can apply the 4P framework in a job search:

Product.

That’s you. Or, more accurately, it’s your unique blend of education, experience, interests, abilities, personal qualities, skills, and capabilities that make you who you are.

Like any good marketer, you need to know the product inside out. Think about those salespeople you’ve encountered who can’t answer simple questions about the product they’re selling.

No matter how attractive a product you think you are, employers may not recognize your value unless you properly communicate it to them.

Promotion.

“Promotion” means anything you can use to help you get to the job interview and ultimately get a job offer.

This includes cover letters, resumes, social media presence, telephone calls, connecting with people, building relationships and interviewing.

All these tools must be sharp because no matter how good your product is, you will not get the job if potential employers do not know about you.

Good marketers will attempt to touch as many possible buyers of their goods as possible. Similarly, the goal for you in job searching is to be as broad as possible in your reach.

Remember that there is usually a direct correlation between the number of qualified contacts you make and the number of interviews granted.

Place.

In marketing, “place” refers to the distribution channels, such as retail outlets, online, catalogues, or the sales force.

In a job search, how you distribute the product (you) to potential employers has to be considered carefully. Many people rely solely on responding to published openings on job boards and websites. While this is one of the channels you should explore, it only represents about 20% of job openings.

Instead, you have to rely on building your own personal connections – where the greatest number of job leads will be – plus contacting companies directly and building relationships with recruiters who might specialize in your field.

Without turning people off, you must be visible and frequent in your messaging, like most advertisers.

Price.

When companies consider what price to charge for their product, they consider the cost to produce it, the price competitors will charge, and the product’s perceived value to the buyer.

This same thinking applies when setting salary expectations and negotiating salary. I am a strong proponent of “total compensation.” That means focusing on all aspects of the package, including cash compensation (salary, bonuses, pension, benefit coverage, profit sharing, memberships, etc.) and non-cash compensation (vacation, personal days, sick leave, flex days, and working from home).

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Approaching your job search with a marketing mindset can significantly improve your chances of success. By understanding and effectively communicating your unique value (product), actively promoting yourself through various channels (promotion), strategically placing yourself in the job market (place), and negotiating your worth (price), you can create more and better job opportunities.

Remember, just as in marketing, persistence and strategy are key to standing out and securing the job you desire.