Why Should I Hire You?

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...
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Why Should I Hire You? Branding, Marketing & Selling Yourself To Get The Job Of Your Dreams

March 13, 2013 Bob Molhoek, Chief Marketing Officer, Olson

You Have A Headache

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Which Would You Buy?

$9.59

$7.99

CHOICES

Time

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Paint By Numbers For Getting A Job

1.  Brand yourself 2.  Market yourself 3.  Sell yourself

OK. Pop Quiz.

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4

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What Is A Brand?

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

The Power Of Differentiation

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And A Point Of View

Questions

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