In a job search you are the product. The primary variables that define
you as a product are your education, your work experience, and your personal
skills, abilities, and attributes.
And just as you have many different levels of depth, so too do products. We talk about
product having three levels.
What are the three levels of product?
Core Product. The core product deals with the underlying benefits
and features of the product. It answers the question, "What is the consumer really
buying?" What are the key benefits that you can offer prospective employers?
Actual Product. The actual product is also sometimes referred to as
the tangible product, and deals with issues such as physical attributes, brand name, quality,
and packaging. What can you do to strengthen your actual product? How strong is your
brand name -- or the brand name of your education? Do you dress for success?
Augmented Product. The augmented product deals with things that
enhance the complete product package, such as delivery, installation, and servicing.
What kinds of things can you use with employers to enhance your product?
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