Download Employee Self Marketing

Employee Self-Marketing
Anthony G. Sheppard
Gregory B. C. Shaw
Department of Recreation, Parks
and Tourism Administration
Marketing & Human Resources
•There are obvious parallels between marketing a product or an organization, and
marketing yourself within an employment context
•Much as consumers and providers of products have to match themselves to each other,
so do employees and employers
Why We’re Here
•To present a framework for product marketing and positioning that is applicable to
multiple settings and product categories
•To reintroduce that same framework in a context that will help you as you plan for
future careers in your chosen profession
Marketing
•A social and managerial process by which individuals and groups obtain what they
need and want through creating, offering, and exchanging products of value with others
Target Marketing
•Marketing which is focused toward a specific target segment or segments
Marketing Mix
•The controllable variables the company puts together to satisfy this target group
Positioning
•The combination/relationship between the selected target market(s) and the appropriate
marketing mix(es)
The Original 4 Ps
•Product
•Price
•Place
•Promotion
Product
•The component characteristics of the core product itself
Price
•The cost to acquire a product
Place
•Where and how the product is acquired
Promotion
•Information dissemination towards the target groups and techniques to lower entry
barriers
•Four components of promotion:
Advertising
Publicity
Sales promotions
Personal selling


Beyond Goods
•The original four Ps were developed primarily with goods products in mind
•Since then the field of services marketing has been developed and expanded to
recognize differences in marketing techniques and consumer behavior
Service Products
•Fundamental Characteristics of Service Products
Heterogeneity
Intangibility
Perishability
Inseparability
Ownership

The Service Ps
•People
•Process
•Physical Evidence
•Purpose
People
•Who is involved in the production and delivery of the product
Process
•The manner in which a product is produced and delivered
Physical Evidence
•Tangible indicators associated with the product and the delivery environment
Purpose
•Why the consumer selected the product
•Especially important in the context of hybrid products and products that might
subjectively be viewed as either goods or services
Beyond Even Services
•While all intangible products are by definition services, they are still extremely
heterogeneous in nature
•More recently, we have seen the introduction of the field of experience marketing,
again in recognition of inherent differences
The Experience Ps
•Participation
•Personal Growth
•Pleasure
•Perspective
Participation
•The level and nature of involvement in the product
Personal Growth
•The extent to which there is opportunity for development, increased knowledge or
understanding, or a sense of achievement
Pleasure
•The inherent nature of intended enjoyment, as a primary characteristic of the product
Perspective
•A reflection of the enhanced subjectivity associated with products that are primarily
based in personal interests and mental processes
The 13th P: Perception
•A realization that however the marketing mix is formulated, it will be perceived in
different ways by people with different outlooks and backgrounds
•Thus, perception acts as a modifier or lens through which people see each component
of the marketing mix
The Ps
So Why Care About This Today?
•Because the presentation has been focused on product marketing, but in practice the
theory extends far beyond that
•As we stated at the beginning, the concept of positioning can have equal meaning in
the context of employment and the marketing of oneself
Exchange
•In both product marketing and employment, there are exchanges being made that are
conceptually analogous
•If marketing is essentially a process that facilitates exchange, then it encompasses the
exchange of work for money just as it also encompasses the exchange of money for
product
Let’s Start All Over Again…
•Consider yourself and what you have to offer as a product that you hope an employer
will want to “consume”
Product
•What do you have to offer?
What are your skills?
What experience do you have?
What are you best at?


•What are you offering?

What do you want to do?
Price
•What is the cost of your employment?
What salary are you seeking?
What salary are you hoping for in the future?
What benefits are you looking for?
Do you have to be relocated or retrained/recertified?

Place
•Remember this is a place of acquisition variable, not simply a location of the exchange
itself
•Where are you making your availability known?
Are you using job boards?
Are you networking?
Are you making use of your campus career center?
Are you involved in professional organizations and conferences?

Promotion
•How are you advertising yourself?
Do you have a great cover letter?
Would you hire yourself based on the resume you currently have?
Is your voicemail embarrassing?


•What are other people saying about you?

Who is on your list of references?
•Are you providing free samples?
•Are you approaching employers?
People
•What kind of a person are you?
Are you friendly and outgoing?
Are you a team player?
Do you prefer to work alone?


•Are your social skills as well tuned as your vocational skills?
•Would you want you representing your organization?
Process
•How do you work?
•What kind of environment are you looking for?
•Are you organized?
•Do you like rules?
•How formal or traditional are you?
Physical Evidence
•What are your tangible indicators?

How do you present yourself?
How are you groomed?
Do you know how to dress for an interview?
Have you checked the policies of the companies you are applying to?
Do you provide souvenirs?

Purpose
•What are you looking for and why?
Are you looking for a job or a career?
Is this a stepping stone?
Are you trying to gain experience?
Is this a resume builder?
Are you simply looking for a paycheck?


Participation
•What level of involvement are you seeking?
Do you want to be involved in all aspects of the organization?
Do you want to be a decision maker?
Do you want to take your work home with you?
Are you a player or a spectator?

Personal Growth
•Do you want to make more of yourself?
Are you looking for challenges?
Do you want to learn new skills?
Does this position offer training and certification opportunities?
Are you looking to broaden your horizons?

Pleasure
•Are you looking for a position that you’ll enjoy?
Do you want a fun environment?
Is pleasure something that you seek away from the workplace?
Can you make a living doing what you like most or will that cause you to stop liking it?
When does leisure become work and work become leisure?


Perspective
•How subjective are your goals?
Is what you’re offering and hoping to do with your life actually something that
somebody else is looking for?

How unique is your outlook?
Are there many other people all attempting to accomplish the same thing?

The Modifier: Perception
•How will the employer see you?
Is your desired salary range high or low for them?
Will an employer understand your work experience and your major?
Regardless of what you know, what you can do, or what you’re like, will an employer
appreciate those things?
Do you interview well?

So Now What?
•We’ve presented you with a framework for both product marketing and personal
marketing
•With respect to both general career objectives and specific position objectives, you
should be able to evaluate each variable and develop your own personal marketing mix
Market Yourself
•Don’t assume that anybody else can determine these variables without you telling them
•Market yourself – nobody else is going to do it for you
Contact Information
Anthony G. Sheppard, PhD.
[email protected]
Greg B. C. Shaw, PhD.
[email protected]