Creating your career transition marketing materials requires planning and attention to details. You will want to decide what you want to do in your next career step. Make sure that each marketing piece is consistent with the others so that they all support your brand and career goals together.
Let’s take a look at the marketing materials you will need.
Resume: This promotional material needs to speak to your career successes, specific and relevant accomplishments, relevant skills, experiences and education. Use PAR Statements (Problem/Project, Action, Results) so that hiring managers can see what you have done that created value for your previous employer(s). Minimize any details about irrelevant positions or work. Never put your home street address on your resume. City/State only.
Cover Letter(s): This marketing material must speak clearly to the needs of the business and job position. A typical cover letter would be all about the candidate which provides less value to the hiring manager or recruiter. Write a cover letter that shows your relevance to the job description and you won’t be typical. Best practice for your cover letter is to make it page 1 of your resume PDF.
Follow up Letter or Email: This marketing letter will need to be adjusted for each prospect (hiring manager) you meet; however the format will need to be consistent. Format the message so that it speaks to their need any your ability to fulfill it. Thank them for the opportunity to discuss their needs and make yourself available for next steps in the discussion. Do not waste time speaking about your needs or desires, focus on their needs and requirements. Always include all of your primary contact information in the message or letter.
Networking Profile: Networking with a resume only tells your past. The people you meet don’t need to know all that stuff. Instead, use your Networking Profile to show the people you are networking with the locations, industries, business types, position types, company sizes and environments you are interested in. This document creates ideas.
Business card: This marketing piece needs to have the best possible contact information on it. Your professional name, your professional email address, the phone number you will answer or respond to the quickest, the URL to your LinkedIn Profile and other professional online content. Additionally, the back of the business card can show your skills, professional certifications and career interests.
Email Signature: Never send an email to a networking contact, recruiter or hiring manager unless it includes your contact information. Make yourself accessible.
LinkedIn Profile: This online marketing content is not your resume. It should be relevant to the content on your resume, however your LinkedIn Profile will present the skills, experiences, accomplishments, positions, certifications and education relevant to your ideal next career step.
You must use your marketing materials properly:
- Only share your Resume with hiring managers and recruiters who may have a need for your skills.
- Always include a cover letter with your resume.
- Share your Networking Profile with people who can introduce you to people who may be able to help you on your career transition.
- Make your LinkedIn Profile completely public to everyone. Connect with everyone you meet and/or talk to during your career transition.
- Always send a follow up letter and/or email after every conversation or interview.
Create the best possible marketing material during your career transition and the journey will be far more successful.