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CALGARY, Alta. Feb 27, 2016/ Troy Media/ – Marketing Brochures may be one of the most effective and least understood methods of securing a job.
What is a Marketing Brochure?
As opposed to only passively waiting for some company to come-a-callin’, I believe candidates should use every method, both passive and aggressive, to get a job. A Marketing Brochure in a job search is the purest method of proactively presenting your Personal Brand to stand out from other candidates, showcase your talents, and display your innate creativity.
I have dubbed the three main Marketing Brochures with these titles:
- The Backgrounder
- The Table Setter
- The Clincher
Let’s explore the Backgrounder, this week.
The Backgrounder introduces you to a potential employer and gives them enough interesting information that they want to learn more. At this moment, your future employer likely has never met you. It establishes the Holy Grail of job search, the 3 H’s:
With a resume, your future employer does not see you as a person. The Backgrounder offers parts of your biography in the form of a story that transforms you from being just another applicant into a real live person – it humanizes. Listing key experiences and achievements that are based on what you know companies are seeking shows that you have the capabilities to do the job – that you possess hireability. The chutzpah of contacting an executive directly and the creativity with which you have done so eliminates doubt that you have a real hunger for working with that executive.
Your Backgrounder should include many of the following details in whichever order that makes the most sense of you and for you:
- Proof Sources
- Certifications & Credentials
- Professional Attributes
- Charts & Graphs
- Value Proposition
- Contact Information
- Biography: This is a must, and I suggest that you write it in third person. That way it won’t feel like you’re bragging about yourself, and the reader won’t feel that way either.
- Proof Sources: One of the few demands I placed on my sales reps. as a manager, trainer, and executive was that the representatives had to have, and use, a proof source binder. The salespeople could always point to third-party proof sources for every claim they made.
Here’s an example:
Who is Sharon Whosis?
Sharon Whosis is a highly experienced Executive Assistant who is an exceptionally detail-oriented, well-organized, dynamic team player who has proven to be an asset to each of her employers.
“…I have employed four other secretaries. Sharon ranks at the top of that list . . .”
– James E. Whatsis, Esq.
The real-life Sharon got a 40 per cent response rate from her Marketing Brochures. Twenty per cent is considered great.
Here are extrapolations of your backgrounder details:
- Accomplishments: Each of us should be able to name quite a few accomplishments at companies where we’ve worked, although it’s easier for some to quantify accomplishments than it is for others. If you can, point to sales performance, marketing tools, designs, dollars saved/earned, improvements, ROI, etc. Even group accomplishments can, and should, be claimed. Present your accomplishments as bullet points and short phrases. Your goal is to get the person’s attention and make them want to know more. Anything that is quantifiable is considered an accomplishment.
- Certifications and Credentials: Many of the qualifications that are required for jobs are never claimed by candidates, and that candidate is quickly disqualified. Tell them what you’ve done! Give them reasons to include you, not exclude you.
- Professional Attributes: What are the terms that describe you? Better yet, what are the attributes others say that you possess? List five to seven of them. If those terms are ones that are qualifications for a job (keywords), all the better. These attributes could be added to the back of your business card too. (More on that in a bit).
- Charts, Graphs and Logos: The goal of your Marketing Brochure is to get attention and separate you from the crowd — to get more eyeball time. People love graphs and charts. At a minimum, most people want to figure out what you’re saying.
- Contact Information: You can use symbols to add to your brand’s identity. Contact information should be clear, and convenient for prospective employers; don’t forget to add your LinkedIn address.
The next few columns will deal with the the other types of Marketing Brochures and the forms that they incorporate.
Troy Media columnist Al Smith is co-author of the Amazon Top Rated book [popup url=”http://amzn.to/1R0SuRM” height=”600″ width=”800″ scrollbars=”0″]HIRED! Paths to Employment in the Social Media Era[/popup], a Keynote Speaker, Career Coach and Resume Writer. Al is included in Troy Media’s Unlimited Access subscription plan.
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