Quintessential Careers Press:
The Quintessential Guide to Storytelling that Propels Careers
Chapter 4: Networking as Storytelling
Page 49
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Example:
- Define the employer. I’m looking to join an organization – like Tornado Marketing – that values an impact player who can help maximize brand productivity. My ideal job would allow me to interact with all areas of the company in all marketing-communications disciplines, from market research to agency management, to sales and marketing.
- Define the need or opportunity. That is, what critical issue does the employer face? Based on my research, I know that Tornado has a major new client that is looking to raise its visibility and build its brand in the banking sector.
- Identify yourself in terms of a job function or contribution. What do you do? I go far beyond advertising, delving into internal communications, sales discussions, and virtually any client interaction. Throughout my career, I’ve continually progressed to take on more responsibility because of my commitment to ensuring the integrity of marketing and collaborating with all areas of the organization.
- Tell a story that incorporates the benefits – not the features – that you provide to the employer. One of the things I am most proud of is the awards program I created to help a former bank client become better known for catering to small businesses and recognizing small businesses for the contributions to the economy. I managed all aspects of program including communications, securing an independent judging panel, instituting an impartial judging process, and overseeing public-relations strategy and tactics. I created a media strategy around the program and winner announcement in local markets. The program generated 2 million media impressions in first year and experienced an increased response of 25 percent in second year while reducing the budget by more than 30 percent. And internally I then used the results of this program to create a brand new look and feel for the bank’s marketing communications. I was recruited for this opportunity because of my successful management of the Leadership Awards program.
- Develop a statement of the primary differentiation of yourself, which should be the single most important thing that sets you apart from the competition. While my specialty is brand-building, I’m the complete package. I help clients increase awareness, favorability, and ultimately sales by employing a variety of marketing communications disciplines, including market research, program development and management, advertising and public relations. I’ve been successful in my career because I’m passionate about what I do, am extremely energetic, and have the ability to be both strategic and tactical.
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