Welcome to the job-hunting season.
In the modern economy, you should always be looking for a job, when you don’t have a job, and when you do have a job. I know it can be draining, but at least be constantly listening. Before you contemplate phoning your head hunter list, here’s 5 questions to help frame your thinking.
- Within your current company, how high up do you think you can realistically go
- Should you stay in the same industry or look at new verticals
- Should you stay in pure Brand Management or venture into a subject-matter expert type roles?
- How long do you want to keep working?
- Do you stay an employee or do you take this moment to leap out on your own?
Do your homework on your brand
From what I have seen, Marketers are better at marketing their brands and products than they are at marketing themselves. It is time to start thinking of yourself as a brand and how you will want to market yourself to get the job you want.
What is your core strength?
While every Brand Leader claims to be a generalist, we normally each have a lead desire and lead strength:
- Do you like running the business and managing products
- Do you like marketing execution and being creative, either generating ideas or executing creativity?
- Are you a strategic thinker, enjoying the planning side of the business?
- Are you a leader of leaders, with a passion for leading people?
If you had to force yourself to choose one, which one would you pick?
What is it that makes you unique?
There are tons of candidates on the street, many without jobs and many others who are in jobs beneath their capability. What makes you stand out. Think like a Marketer. Your hiring Manager is the target market. Think of what they want for the role, what you bring and what potential competitors bring, in order to find your unique selling proposition. When I was at the VP level looking, I realized that I was likely replacing someone they were dissatisfied so I positioned myself as a “turnaround leader”. But not every job or every leader is the same and your goal is not just to find a job, but to find the right role. Be honest in who you are.
Take it a step further and do up your own Benefits Ladder, where you map out what the employer is looking for, what features you bring, how those translate into rational and emotional benefits. Classic marketing that we fail to do, when we are the brand.
So now, the dreaded question: Tell me about yourself.
Think of this like your 7 second brand speech, where you give a summation of your brand’s big idea. Here’s the tool we have created as help that answers how you define yourself, what is the primary benefit you provide and what is the secondary benefit you provide. Then wrap it up with an expected result.
My answer was always: “As a brand leader, I find growth where others couldn’t and I create motivated brand teams that deliver great work to drive results.” Answering all four questions within a 7 second span. But taking that further, I then lined up proof points to each part of the 7 second speech, thus becoming my 30 minute interview. I could line up 3 situations that answer the interviewers question, but then be able to tie that back to my big idea.
This 30 minute speech on one page can set up the stories you put on your resume or Linked In page. It can be something you review before the interview. If you want to get creative, one thing I do as a consultant is bring a laminated “brand placemat”. This would be a great tool to bypass the resume or a great leave behind for the hiring manager.
So next time someone says “So, tell me about yourself”, you will know how to answer
To read more about Brand Careers, follow this presentation below. We have mapped out every skill and behavior your need to be successful as well as what it takes to thrive at each job level in Marketing.
Beloved Brands: Who are we?
At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management.
We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution.
To contact us, email us at firstname.lastname@example.org or call us at 416-885-3911. You can also find us on Twitter @belovedbrands.