leadership step 4 b marketing materials
DESCRIPTION
TRANSCRIPT
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step 4B marketing materials
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Prayer
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6 Factors for Targeting
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The 6 Steps
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Target Opportunities Exercise
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W hat You D o B est
Em ployers N eed Most
Experiences
Abilities
Personality
Interests
Values
Spiritual G ifts and Calling
O ccupations
Em ployers
Locations
Incom e
Platform s
Cultu re
Learn What Employers Need Most
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1. Informational Interviewing
2. Associations
3. Newspapers / Magazines
4. Websites
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Faith Based
• My steps have held to your paths; my feet have not slipped. – Psalm 17:5
• Kings [Employers] take pleasure in honest lips, they value a [person] who speaks the truth
- Proverbs 16:13
• Buy the truth and do not sell it; get wisdom, discipline, and understanding. – Proverbs 23:23
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Faith based• “Before I formed you in the womb I knew you,
before you were born I set you apart” says the Lord.” – Jeremiah 1:5
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Market Your Strengths• Identify a single Occupation/Industry
Focus on just one
• Marketing Material Development
...3….2….1
35, 37
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www.wordle.net
Learn What Employers Want Most
Job Post Resume
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Realize it takes more than a resume in today’s job market
• Resume• Cover Letter• Business Card• LinkedIn• Networking Guide• Elevator Pitch• More…
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Discussion
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The Parts Of Personal Branding
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Elements of Your BrandPage 35
• Audience:
• Value:
• Uniqueness:
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From Elements Into Brand
PBSTag Line
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Personal Brand Statement (PBS) Detailed statement, 3-4 lines Strong, core statement that differentiates you Must include audience, value, and uniqueness
Example:
Engaging cutting edge technologies to advance corporate-wide initiatives to expedite manufacturing processes and achieve aggressive revenue growth, cost-cutting objectives, and profitable margins.
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Tag Lines
When it absolutely, positively has to be there overnight
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Discussion
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Elevator Pitch
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The Basic Elevator Pitch• Hi, my name is ____________
<Insert Name>
• I am a ___________________<Insert Title>
• I am known for ____________<Insert Tag>
• I am seeking a new position in ________<Insert Geography or Industry>
• But enough about me, who are you and what do you do?
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Discussion
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Today’s Résumé
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New vs. Old Résumé
The Résumé is:
• Marketing document
The Résumé is not:
A historic document
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Resume Styles
39-40
Chronological: When continuing in the same or similar career • List your work
experience in reverse chronological order, listing the most recent work experience first
• List accomplishments under each employer
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39-40
Functional: Best when changing or re-entering a career• List talents in major
categories (service, sales, etc.)
• Briefly list experience – show company name, title, location, and dates only
Resume Styles
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39-40
Combination: Aka Hybrid• Power of both
functional and chronological
• “Above the fold”
Resume Styles
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Parts of the Résumé
• Header
• Above the Fold
• Previous Experience
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Header Information• Name• Phone• E-Mail• LinkedIn Address• Second page: Name, Page 2• Optional:
– Home / Mailing Address– Certificates and Degree Acronyms
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Above the Fold• Get the reader’s interest
• “Read” in 8-12 seconds
• Summary vs. Objective
• Key Qualifications, Skills, Credentials
• Recent Graduates: include education
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Key Qualifications• Serves as the Executive Summary• Emphasizes credentials, skills &
experiences you have based upon the 5 job descriptions
• Don’t just use a “pick list”• Should be supported by the resume
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Previous Experience• Information to include:
– Company Name, Location, Dates
– Job Title / Position and Dates
– Job Description – Paragraph format
– Accomplishments (STARs) – Bulleted format
• Education
• Anything relevant to getting the job
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Tips• Use only 1 phone number, professional e-mail
address• Do not need to preface phone or e-mail with
title• Get a new e-mail address if currently using
AOL or hotmail• Use Google Voice number to supplement out
of state number
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KeywordsWeave keywords throughout your entire resume: Craft solid sentences with both action verbs and strong
nouns“Designed award-winning Excel certification training for
900 actuaries and statisticians" Replace pronouns with the relevant nouns
"Certified in Microsoft Excel and use Excel daily for revenue audits"
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KeywordsWeave keywords throughout your entire resume: Put keywords in "context"
While a keyword section is useful, some search engine penalize the "lumping“ of excessive keywords together
Call out companies and clients by both the short and long names
Use variations of your keywords throughout the resume
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Resume Tips
38
Use standard fonts, like Arial or Times New Roman – size 11
Keep it to 1 or 2 pages (3 if you have many publications, etc.)
A clear Summary, Headline or other Role indicator at topAction verbs and strong nouns (keywords) – lots of them!STAR statements – at least one for every job/role held
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Resume Tips
38
1-inch margins are preferred…at least .65 of an inchCheck for format issues, grammar issues, spelling errorsPick one date format and stick with it for every date usedEducation at the end (except for new graduate or
educator)Use generic titles if specific job title is uncommon /
confusing
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Resume Tips
38
List active and relevant industry certificates after education
List job history back 8-12 years…not more than 15 years old
Once you have a good resume, work on a LinkedIn profile
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Overall• File name• File format• One job per resume• Spell out first instance of non-common
acronyms• List items from most important to least
important
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Order of Accomplishments
Most Least
Least
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Overall• Consistent, complete, correct, and quality
– Spelling– Grammar– Font– Format– Spacing– Bullets size and style & use of periods after
bullets– Your name– Indentation
• Include a cover letter as the first page
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Don’ts
• Do not include a picture• Do not add “references available upon request”• Do not include personal information (martial
status, children, politics, religion, etc.)• Do not use pronouns
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Don’ts
• Do not use colored paper• Do NOT overdo font styles• Do not include reason for leaving• Do not send references or salary information• Do not use company or industry jargon• Do not use fluffy words
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Discussion
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BUSINESS CARD
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Business CardCovered on page 47 of workbook
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NETWORKING GUIDE
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Networking Guide
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COVER LETTER
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Cover Letter
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Discussion
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Profiles – LinkedIn as an Example
38
Enter a solid Summary to give the reader a quick understanding of who you are (no more than about 5-6 lines or bullets)
Enter a brief variation of the history section of your resume
Focus on successes, skills and accomplishments
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Profiles – LinkedIn as an Example
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Use one of the “applications” that LinkedIn offers to attach a document or presentation that shows off your skills
If you blog on topics related to your profession, provide a link to your blog
NO personal stuff Professional headshot Get 3-5 recommendations
to start
More about LinkedIn in following Steps
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Other• Professional signature block on e-mails
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Altitude ReviewIdentify a single Occupation/Industry
Marketing Material Development
This is not a 1-time eventWe are in the “Me, Inc.” generation, so develop a strategy to keep your career, resume, and branding current and engaging
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Next Week
Step 5 – SearchingSeek to serveNetworking• Online• In-person
And more
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Leaders
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LeadersGeneral• Be sure all volunteers giving advise are trained
on the new materials• Be sure emphasis is not just on resume &
LinkedIn• We read left / right, top to bottom so what we
read first is most important (dates therefore do not go left)
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LeadersElevator Pitch• Elevator pitch should not exceed 30 seconds
and never be historic or say they are unemployed
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Business Card• Vistaprint.com/TV for 250 of the Premium
cards, no vistaprint logo on the back, advanced editing, select from all designs, free shipping, only $10
• Leave white space on business card for them to write; no glossy finish
• Some job seekers take running out of cards as a bad sign; it is good if they are doing it right
Leaders
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LinkedIn• Offer free headshots from a professional
photographer
Leaders
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LeadersResume• Visually show progression within a company