Marketing YOU: A quick 4-step guide

Ask the Coach

By Marshall Brown, CPCC, President, Marshall Brown & Associates, Washington
published in AssociationTRENDS. reprinted with permission.

Q. I have been with the same assn for 15 years and need (badly) to make a change (my choice). I have no idea where to start, what to do? I don't even' know why someone should hire me. HELP!?

OK, first, take a deep breath. You sound stressed. It's hard to look at the "big picture" when you are stressed and unable to see options that might be' staring you in the face. Now, let's look at putting your job search strategy together.

Important first step: Self-evaluation

What skills and experience can you offer an employer? Why should someone' hire you? If you don¹t know, now is the time to find out.

This easily can be done. There are various types of assessments you can take, some available on-line, such as checklists, card sorts and experience stories. If you need some help preparing your list, hire a career coach or counselor. Don't forget to include the "soft" skills as well as the "hard" skills when putting your list together. They can be just as important when marketing you. (That's what we¹re really talking about here, marketing brand YOU).

You must be able to identify your skills and how they can help your next employer. Whether you are with a for-profit or nonprofit, employers pay for results and production. And those that succeed are the ones that know what they have to offer and what they are capable of doing better than the competition. Be able to explain situations, actions and results. This will help you when you put your résumé together and during the interview process.

At the same time, I would encourage you to look at what is really important to YOU. What do you feel passionate about? What's at the core of who you are and where do you want to make a difference? Assns allow people to work for organizations and feel like they are making a difference. If you have to work 45-55 hours a week, why not do something you enjoy and feel good about doing?

Step 2: Get connected

Get out your rolodex (or palm pilot), personal and professional, and make a list of folks to talk with about your search. Ask them what skills they believe you have, how they go about doing job searches, and where they see you fitting in an organization. You want to make it clear (especially in the beginning) that you are coming to them for information, not a job.

And don't break that boundary. You want information and suggestions of others with whom you can speak. Developing and maintaining relationships with your peers (and business partners) is a critical step in the process. If you haven't built a network, now is the time to do it. Join an assn (like ASAE or your local SAE) so you can meet people. And don't just be a checkbook member. Get involved!

Still breathing, right? OK...

Step 3: The marketing package

This includes your résumé, cover letters and in some cases a portfolio of your work. Put together a strong package that summarizes your qualifications, professional experience, education and memberships/affiliations (important in the assn profession). Someone with your experience doesn't need an "objective."Show what you have accomplished, your skills and results. Think of it as "this is what I did,' which resulted in..." This will help in the interview process, as well.

Step 4: Support

You need support along the way, during and after the other steps. Be sure you surround yourself with people you can count on who will help "pull you up"when times get tough.

Hopefully there won't be too many of those times, but just in case, it's always helpful to have a support group. You can also turn to them if accountability is an issue.

I have attempted to highlight, quite briefly, how to put your job search strategy together. I could have written an entire column on just one of the steps. There are a lot of other "techniques" and suggestions that could have been included, but the bottom line is that you have to do what is right for you and at your own pace. Get ideas from other folks, take deep breaths and decide what "fits you."

After all, this is about YOU, right? Even though I haven't seen your résumé, I am sure you have a lot to offer. There is an organization out there looking for someone just like you. Good luck.

Marshall Brown, a certified career and executive coach has always had a passion for helping people find ways to live more fulfilling lives. As a coach, Brown helps individuals to find their passions and encourages them to move ahead in reaching their goals. His book, High Level Resumes, reflects his successful work with hundreds of job candidates. Reach him at marshall@mbrownassociates.com.

Ask the Coach addresses questions and concerns of assn professionals about their careers. Send your questions to marshall@mbrownassociates.com.

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