Marketing Myself - with the 4 P's

     Picture this, you've just graduated from college and you need to start working in the real world.  Now what?  You need to sell yourself to an employer.  One simple way to think about this is by using the 4 P's of marketing (Price, Promotion, Product, and Place).
     Since you know yourself better than anyone else in the world, it should be pretty easy to be an expert on the product.  You will know all about the great features, quality, support services, and all of the other important variables of the product.  For example, if I was trying to market myself to a desired employer I would start by explaining my most attractive features:

• I learn quickly
• I have experience with Microsoft Excel, Microsoft Word, and Power Point.
• I am punctual and positive
• I am determined and hard working
• I have 5 years of customer service experience
• I am a good team player, but always willing to lead when necessary

     Your most attractive features may depend on what type of job you're actually applying for.  Meaning, that if I was applying for a management job, my experience in waiting tables isn't exactly a strong point.  However, my B.S. in management and above average G.P.A. would be very substantial.

     Next up after product is promotion.  Once you have a full grasp on the product it's time to promote yourself.  If you are like most recent graduates in this economy it is not that easy to just send a few e-mails and land a desirable job.  You need to promote yourself.  First you need to decide how you want to go about doing that.  Today, we have online engines (Monster, Southern Maine Help Wanted, etc.) on which, you can post a complete profile, attach your resume and post it up for employers to look over when they come to the site.  This would sort of be an example of advertising.  This is a great idea if you know that a company of interest uses the engine that you've posted on, but a lot of people use those sites and your application may not even be noticed.  If you're not interested in posting your resume and profile to an online engine there is the option of personal selling.  If this is your chosen course of action, you will need to be persistent.

     You will initially need to decide how you plan to promote, whether it be through mail, e-mail, or in person.  You will need to send out your resume/cover letter to companies that are hiring.  There is no harm in sending a resume to a company that is not currently hiring, because sometimes you may get lucky.  Personal selling as a promotion variable is my choice, because I think that it is much more intimate approach.  I think that it is best to bring resumes in person, and make phone calls over sending e-mails.  Although technology is a very helpful way of communication, I believe that the more formal/old fashioned means of communication can sometimes be rewarding.

     Once you know how you want to promote yourself.  It's time to decide where you want to work.  If you don't already have a place in mind there are a lot of variables to consider.

• Do you want to work close to where you're currently living, or are you willing to relocate?
• Do you have your own transportation, or will you be needing to use channels to get from home to work?
• Does it matter if the location is rural or urban?
• Would you rather work from home, or an office?

     Since responses to these would differ quite a bit from person to person, I will use myself as an example.  When I am applying for full time work I will be willing to relocate within reason.  I don't want to leave New England, but I would be willing to go a little bit further for the right job.  I do have my own transportation, because I don't like to have to rely on channel members to get me places, and I would prefer to work outside of my home.  These are all pretty important factors to me, but none of them are truly deal breakers.  If you have a spouse who is already working, or children that are enrolled in school, 'Place' could play a much larger role in your consideration.  Since my 'Place' restrictions are reasonably broad, I will be able to promote my product (myself) to a wide variety of companies in different places in New England.

     Finally, I will bring up price.  Depending on your limitations, price may not be a factor that you have a whole lot of control over when applying for jobs.  However, I know that once I graduate I will have higher expectations than I do now.  Without my degree I would be willing to work an hourly wage with no benefits.  Once I have graduated I will expect to make a salary with health benefits and retirement options.  There are certainly price variables when it comes to applying for jobs.  For example, if a job lists a salary at a certain price, sometimes there is room for negotiation; if there is not a lot of competition for the position.  Unfortunately, with such high unemployment rates in the United States there seems to be a lot of competition, even for some of the less desirable jobs, and not a whole lot of room for negotiation.  With that in mind, I may settle for a job that would pay less than I feel my skills are worth at first (discounted rate) if there was the possibility for advancement within the company.