| Why a Good Marketing Plan Is Essential |
Over the years, there have been many occasions when we have seen equally
talented executives produce varying results. One will struggle while the other
moves with surprising speed and confidence. Those who move with speed have
usually had the benefit of a game plan in mind for running their search.
We refer to this as having a marketing action plan—a step-by-step track to guide
your efforts. In today's competitive arena most people will never get enough
interviews if they use a hit-or-miss approach, or if they depend on one action
source ... e.g. searching for openings or depending on resume mailings. Taking a
narrow approach trusts too much to fate.
When we go to work for you, we will have a team of specialists create a highly
customized plan. Normally, we design it around a 10 to 16 week timetable,
depending upon the situation. We will also address what you should do week by
week. It is a complete track to follow—taking full advantage of all our
experience.
For many executives, job hunting is largely a matter of having the numbers on
your side. For this reason, our action plans are often targeted to produce 15 to
25 positive responses that might lead to interviewing opportunities. This is
necessary because the goal is to have several offers maturing at the same time,
and you have to be realistic about rejections.
As part of a balanced marketing plan we never expect too much from any single
action channel. For example, we might want to get two or three situations
through each of the following actions below.
These might include situations arising from: (1) searching openings; (2) resume distributions to recruiters; (3) responding to spot opportunities; (4) developing personal contacts; (5) custom direct mail to CEOs; (6) resumes sent to venture capitalists; (7) networking specific industry targets; (8) direct mail to growth firms etc.
A good plan can cut job hunting time in half —saving you tens of thousands of
dollars. It also helps people produce better results. We have found that when
executives generate a lot of activity in a concentrated time period, they feel
better and do better. Much better!
On the next page is a recap of the channels we use to produce interviews as part of the action plans we design. It
is important to keep in mind that we supply (1) the information services to make
taking action convenient; (2) the creative materials to present you in the best
light; and (3) the methods and strategies for handling people who express
interest.
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