Lee Gamelin

Teaching personal marketing skills as an essential component of your career services curriculum.

No matterhow your career services curriculum is designed, make the distinction between
career planning and the actual process of marketing skills for gainful employment. They are both essential elements of a complete career services education and training program.

Cutting right to the chase, without personal marketing skills the chances of earning jobs
a person really wants in the pursuit of their career are quite limited. Most of the advice about seeking employment is still oriented around big companies. Unfortunately, the Fortune 500 has been
responsible for a net loss in jobs over the last twenty years. All the growth (and the best chance to be hired) is from companies most job seekers probably never heard of.

Smaller employers tend not to have a human resources department, so the traditional job search approaches of the 20^th century are no longer effective, especially then the hiring authority is the
owner.

This is the 21^st century where job seekers are far more transparent, so personal marketing and consultative selling skills are tantamount to success in the job market.

Today’s success formula includes all the skills needed to market a small service business, and understand and implement the strategies of the Universal Marketing Cycle: filling the pipeline of prospective employers that can use the skills of the job seeker; following up systematically;
conducting benefits-oriented meetings with prospective employers, and closing on job offers skillfully.

Without these essential personal marketing skills, the new graduate will be at a substantial loss no matter to well they have been prepared to make committed career decisions.

Elements of an effective and successful career services department in the 21st century

To be effective it must train people to built their own ship instead of waiting for one to come in.  It must train people how to market themselves successfully in all circumstances.

The learning component must help people identify the best job search strategies for their personal goals; to know exactly what to do and when to do it; stay motivated in the face of frustration and rejection.

To be successful it must include an outreach program to prospective employers and search firms to ensure a continual flow of job leads,  and a coaching component that supports people to

• Develop a specific focus in their job search.
• Enhance their personal development.
• Maintain drive and determination.
• Build confidence, and
• Strip away the "stuff" that isn't working.

It must also include a résumé writing service led by professionals who have an acute understanding that résumés and cover letters are personal marketing tools, NOT a rehash of templates found in Microsoft Word.

Most advice provided by so-called experts with HR and academic backgrounds  about job seeking is oriented around big companies. The notion of a standard résumé, using Internet job boards, of dealing with the HR department--even the idea of interviews--is all built around the Fortune 500.

Unfortunately, the Fortune 500 has been responsible for a net loss in jobs over the last twenty years. All the growth (and the best chance to get hired) is from companies most job seekers probably never heard of.  And when the hiring authority is also the owner, the rules are very different.   And with different rules comes the need for different skills.

Small businesses aren’t hiring to fill a slot. Unlike a big company with an organizational chart and pay levels, the very small business is an organism, not a grid. The owner is far more likely to bring in a freelancer or someone working on spec than they are to go run a classified help wanted ad.

Teach your students personal marketing skills targeted to small businesses and watch your placements rates climb.