presentation bill faust november 2008
TRANSCRIPT
Effective Self Marketingby Bill Faust
Based on the Ideas and Concepts from the book
Pitch Yourselfby: Bill Faust & Michael Faust
All copyright, intellectual property rights and all other rights as well as confidentiality remain with the authors/creators Bill Faust and Michael Faust.
Objective of today
Understanding what you are employed for and how to identify and evidence this
to answer the employer’s most crucial question
What do you offer us?
(at every stage of the recruitment process be it direct to the buyer or indirect via an agent)
Understanding the Needs and Motivations of the Buyer
To be successful you must understand:
the Product
Positioning
Branding
The Routes & Media to Market
Pitch
You MUST to be on Target and on Message
Marketing is about:
The steps in the recruitment process
The contact you have with a future employer is limited so make it count.
At best:
Initial telephone contact, Application Form, Covering Letter, CV, Interview X2, Assessment Day and
maybe a reference.
Just think how long it will take/took to get know your cohort?
A (Careers) Pitch
Write/speak from employer’s/buyer’s perspective
Be concise
Decipher needs of the employer/buyer
Use Targeted Evidence not Plain Fact
Answer the employer’s question & provide an Interview Agenda
Differentiate Yourself by Evidencing & Proving your Value
This is an Evidenced / Customer focused Pitch
NB: Your Qualifications & Experience are just Point of Entry
You are bought for your fit ….
Your fit = the way you think: your FeaturesOr put another way
The way you do what you doOr put another way
Your Competencies
Your Transferable Assets
A competency you can do again & again & again & again & again & again
Employers/Recruiters/HR actively look for
DefinitionCompetencies focus on how you do what it is you do and the
way you do it rather than what you do.
They describe the underlying characteristics, behaviours & traits enabling you to perform better in your role.
Competencies go beyond the traditional focus of your qualifications, technical skills and experience.
The Career DNA Bank
1: A Library of Transferable Assets (10-20)
2: A list of examples (10-15) that prove each Transferable Asset
Your Career FutureIdentifying and Evidencing what you
are employed for
Build Your Career DNA Bank
It is essential at all stages of the recruitment process:
All contact with the buyer/employerDeciphering job SpecificationsCover lettersCV regardless of styleApplication formsInterviewsAssessment daysNetworking events
Career DNA Bank: STEP ONE
Deconstruct your: Career, Social and Educational life(OAAR)
What you were trying to achieve Objective
Your thoughts about how to do it Analysis
What you did Action
How well did it turn out Results:
NB: List or narrative
Career DNA Bank: STEP TWO
Identify of your Transferable Assets by:
Studying the Analysis & Action
these demonstrate the Transferable Assets you used
Tim Tams (viral marketing before it was called that)GEIH (breaking rules to become best practise)Pet Protect (the sale of the century)Shark Attack (All limbs still available for use)
Career DNA Bank: STEP THREE
Putting your Career DNA Bank together
List your Competencies
Place underneath each Competencythe OAAR stories that prove the said competence
The Career DNA Bank: (could look like)
Conflict Management Innovator & Practioner Shifting Gears
OAAR OAAR OAAR
OAAR OAAR OAAR
OAAR OAAR OAAR
OAAR OAAR OAAR
OAAR OAAR OAAR
OAAR OAAR OAAR
OAAR OAAR OAAR
OAAR OAAR OAARETC, ETC,
Career DNA Bank: Transferable Assets
Concise Message DeliveryWon new business of Fairfax, Australia’s leading Newspaper group
when they approached Bates Advertising Agency: Devised and pitched a strategy that provided a seamless flow of information regardless of location or time zones that allowed Fairfax to sell more media space
more effectively than before.
Breakdown of OAAR & turning it into RAAO
(Result & Objective): Won new business of Fairfax, Australia’s leading Newspaper group when they approached Bates Advertising Agency:
(Action): Devised and pitched a strategy-
(Analysis): -that provided a seamless flow of information regardless of location or time zones that allowed Fairfax to sell more media space more effectively than before.
ThePersonal Promise:
Answers:What do you offer me? (in an instant, your strap line)
Positioning and Targeting
The Personal Promise
The function of the Personal Promise:
Instantly answer the employers question: What do you offer me?
3 parts create the PP:
1. Who are you?
2. How do you do what you do?Your core TA and the main TA of the role
3. What you do? Could be geographic, job function, industry experience, role, and / or key
TA used in another industry or all of the above.
Personal Promises
I continually increase my ability to deal with fast moving complex situations, whilst inspiring confidence in those around me. I have
developed a solid foundation in safety procedures and people management. Worked as a civil engineer for 6 years prior to
becoming an airline pilot 7 years ago.
I bring my zest for life to my work. I find the answer by understanding the types of questions to ask. 20 years senior marketing experience in both the
advertising agencies and client company environments
“I have a calm and considered approach to my life. A qualified veterinary nurse of 11 years. If I could I would ride my horse to work.”
Using Your Career DNA Bank to get an
interview / jobYour Career Future
Positioning and Targeting
The Core Elements of Your Pitch:A Customer / Evidenced Based CV
Personal details:
Including: Address, Telephone, e-mail.
Personal Promise
How you answer the employer’s crucial question- What does this person offer me?
Transferable Assets
TA 1 (2 OAAR’s from your C’DNA Bank)
TA 2 (2 OAAR’s from your C’DNA Bank)
TA 3 (2 OAAR’s from your C’DNA Bank)
TA 4 (2 OAAR’s from your C’DNA Bank)Career History
Miscellaneous
Five CV’s for 5 different opportunities
CV 1: Bill Faust Marketing Consultancy CV
CV 2: Michael Matthews
Graduate Management Training: Barclays Investment Bank
CV 3: Volker Schulze: M&A Consultancy CV
CV 4: David Shairp:
Via a head hunter to JP Morgan Asset Management role Global Strategist
CV5: Darren Fell: Entrepreneur gaining investment
