The marketer’s guide to landing that next great job

When most of us think of marketing, it’s usually associated with a product or service or with driving a company’s brand message to the right audience.

Effective marketing defines the distinctive features and benefits of products or services, but marketing is also relevant to your job search and career advancement.

I’ve often found that my marketing candidates overlook basic marketing fundamentals when applying those principles to themselves in the job market. I think of the adage, “The shoemaker’s children have no shoes.”

Those who are successful at building their career, whether they are looking for a new job or a promotion, understand how to use marketing to their personal advantage. The first step is to promote yourself as you would a product or, as many career advisors like to say, a “brand.”

As with any good marketing campaign, you must highlight your wins, benefits and distinctive skills—such as driving sales through digital marketing campaigns, turning around declining businesses, creating a product that was well received, and managing winning teams. As in any well-run business, you need a plan.

Career plan