As you have now come to understand (if you didn't already believe it), it is
possible to market people as well as product and services, and when we do so, we
position that individual for particular target markets. For example, we can position a
politician differently for different target voters. So too can you position yourself in the
job market.
Positioning is all about developing a perception in the minds of the target consumer of a brand,
product line, idea, organization, or person. A position is the place the product occupies in
consumers' minds relative to competing offerings. Be sure you are focusing on benefits the
consumer finds valuable -- and not just some gimmick.
Here are the three steps of developing a positioning strategy:
- Identifying a set of possible competitive advantages (benefits) upon
which to build a position. What are your competitive advantages (over other applicants)
for potential employers? Do you have several different sets of advantages?
- Selecting the right competitive advantages. Different employers seek
different strengths and skills. How will you deal with this issue? Do your sets of
competitive advantages match up with different career paths?
- Effectively communicating and delivering the chosen position to the
market. How can you develop a successful communications message? What will be
the key tools? (Hint: better consider a cover letter and resume as part of the package!)
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