Components of marketing in job search

The fundamental, unavoidable part of marketing is giving useful information to your interview panel.

How that information is provided is also important.

If given in context, it's effective. If given out of context, it's ineffective, to a very large extent, because the listeners have to put it into some sort of useful context.

Imagine a situation like this, where interviewers have to put the picture together themselves with a series of questions:

Question: What would you say is your greatest business achievement as a commercial market gardener?

Answer: Well, I grew a prize winning melon. And a prize winning quince.

Much later Question: Do you have anything to say to support your claim for the job?

Answer: I think my past work history as sales manager of the Royal Horticultural Society, and my Nobel Prize for Commercial Horticulture and 15 Small Business Awards in private business make me a good choice for this job as a nursery hand and salesperson. I'm pretty sure I can do the job…

Most people aren't quite this bad, but many are almost as bad.

It's as if they just don't want to mention all the qualities and skills that got them the interview. Some interviewers can trick people into mentioning their achievements, but it's not easy.

So what's wrong with them?

It's not entirely their fault.

Many people exposed to the pressures of the job market don't like the idea of being the sort of brash, car salesman-like job market image of so-called Great Interviewees.

Most normal, sane, people wouldn't. The job market has done itself no favors with this sort of image of successful interviewees. The bragging, boastful, interviewee isn't many people's personal style. They feel very uncomfortable with sitting in front of total strangers, or worse, people they know, and telling those people how great they are.

Perhaps more to the point, they resent having to become actors to get the jobs they know so well, and in many cases, deserve. They also tend to think people like the Great Interviewees are just chronic liars.

Actually, many interviewers feel the same way. They're trying to do an interview, and what they get is a sort of commercial. Unfortunately for a lot of perfectly talented people, the Great Interviewees, obnoxious as they may be, give a lot more information. That leaves interviewers with a choice between people who may be perfect for the job, but won't say a word, and noisy people who say more of the right things.

Now the good news.

There is a bearable way of doing some marketing for yourself at interviews, and not feeling embarrassed, out of character, and like a total hypocrite in the process.

Your market assets are:

  • Your actual achievements
  • Your personal skill sets
  • Your unique talents
  • Your personality

These are topics where you can be quite honest, and also make some very good, positive points, for which we can assure you your interviewers will be very grateful. Particularly those who've had to endure the hard sell approach.