Why Should I Hire You? Branding, Marketing & Selling Yourself To Get The Job Of Your Dreams
March 13, 2013 Bob Molhoek, Chief Marketing Officer, Olso...
A brand is a person s gut feeling about a product, service or company. Marty Neumeier, Brand Gap
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What Is A Brand?
A brand is a person s gut feeling about a product, service, company or person. Bob Molhoek, Why Should I Hire You?
1. Brand Yourself
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Brands Differentiate
• They demand unambiguous answers to three questions: – Who are you? – What do you do? – Why should I care?
Understanding This Intersection Is The Key To Developing Great Brands
Industry
Consumer
Brand The Sweet Spot
And It s Your Roadmap
Industry
Company
You The Sweet Spot
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Start By Learning The Industry
News History Trends Leaders
Business
Company
You Networking
Next, Narrow It Down To Your Top Choices
Business
Company
News History Culture Product People
You Networking
Finally, Thinking About Yourself
Business
Company
You
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Students Often Fall Into The Attribute Trap
Attributes
Non-differentiating Open to competitive pressure
The Attribute Trap
The Attribute Trap
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Think About Attributes In The Context Of Your Prospective Employer
Benefits
Maximum differentiation
Attributes
Non-differentiating Open to competitive pressure
Quizno s Brand Ladder
Wide Variety
Fresh Ingredients
Toasted Buns
Pepper Bar
Full/Half Sandwiches
Convenient Locations
Value Meals
Bold Flavors
Attributes
There Are Three Kinds Of Benefits
Benefits
Functional
Emotional
Self-Expressive
Wide Variety
Fresh Ingredients
Toasted Buns
Pepper Bar
Full/Half Sandwiches
Convenient Locations
Value Meals
Bold Flavors
Attributes
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Quizno s Brand Ladder
Benefits
Functional
Emotional
Self-Expressive
Tastes Great
Satisfied
I’m Different
Wide Variety
Fresh Ingredients
Toasted Buns
Pepper Bar
Full/Half Sandwiches
Convenient Locations
Value Meals
Bold Flavors
Attributes
What Does Your Brand Ladder Look Like?
Creative
Good Writer
Resourceful
Multi-tasking
Passionate
Strategic
Analytical
Resilient
Attributes
Examining The Benefits Forces You To Think About The Potential Employer
Benefits
Functional
Emotional
Self-Expressive
Creative
Good Writer
Resourceful
Multi-tasking
Passionate
Strategic
Analytical
Resilient
Attributes
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Dissect Attributes And Experience
Attribute
Benefits
Functional
Resourceful
Emotional
Self-Expressive
Dissect Attributes And Experience
Attribute
Benefits
Functional
Good Writer
Emotional
Self-Expressive
Remember The Sweet Spot? Have A POV.
Industry
Company
You The Sweet Spot
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Remember The Sweet Spot? Have A POV.
Competition
Company
You The Sweet Spot
Summary: Brand Yourself
• Focus on benefits • The key to answering Why should I hire you? – Who are you? – What do you do? – Why should I care? • Have a POV
2. Market Yourself
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The Goals Of Your Marketing
• Get an opportunity to sell • Create a competitive advantage
Everything Communicates Fortune 500 Brands Television commercial Radio commercial Digital Research Direct mail Events Packaging
Everything Communicates Fortune 500 Brands
Student
Television commercial
How you answer the phone
Radio commercial
Your voicemail
Digital
Your Facebook page
Research
Informational interviews
Direct mail
Your cover letter
Events
What you wear
Packaging
Your resume
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70% Of Purchase Decisions Are Made In-Store
At P&G we like to talk a lot about how 70 percent of all purchase decisions are made at the shelf, at the First Moment of Truth.
Moments Of Truth For Job Hunting
Intro/ Cover Letter
Resume
Correspondence
Interview
Networking Can Avoid Moments Of Truth
N e t w o r k i n g Intro/ Cover Letter
Resume
Correspondence
Interview
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Which Would You Open?
Which Would You Buy?
Which Would You Buy?
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Tylenol’s Resume
Name Benefits
Attributes
Versus CVS’ Resume
Name
Benefits
Attributes
Summary: Market Yourself
• Everything communicates • Use every tool to reinforce your POV
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3. Sell Yourself
Selling Is About Understanding Value
Benefits Value = Costs
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There Are Two Ways To Improve Value
Benefits Value = Costs
Lower Cost
Benefits Value = Costs
Increase Benefits
Benefits Value = Costs
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Summary: Sell Yourself
• Selling is about understanding value • Selling is about knowing your customer • Selling is about making your product relevant to the customer via its benefits
Brand, Market & Sell Yourself
• Brand – Focus on your benefits and succinctly answer: Why should I hire you? • Market – Use every tool to convey your message • Sell – Understand your customer well enough to explain why you’re right