Career Marketing 201

By Jack H. Cage, Korn/Ferry International

July 5, 2005 12:00 PM ET

Computerworld - As an executive recruiter and search consultant, I review more than 10,000 resumes each year. Many simply blend into the background, but others truly stand out.
What makes a resume compelling? What is it that makes me say, "I get it! I understand what this person is all about!" and then pick up the phone? What makes me want to present a candidate to one of my clients, or causes clients to get excited about a candidate?
Viable executive candidates convey a unique value proposition -- a distinctive set of skills, competencies and experience that brings value to employers. That is, these candidates explain the following in a resume and in person:

The context in which they've worked.

The size, scale and scope of their responsibilities.

The industry and specific functions in which they have been engaged.

The revenue they have added or the costs they have reduced through their efforts.

The enhancements they have made to an organization's reputation, and the risks that they have reduced.

Portions of stories that get at the exact actions they personally took to achieve these useful results.

By clarifying the information outlined above, candidates form the foundation of what I like to think of as "career marketing" -- a strategy that can supercharge your networking efforts.

Why Networking Alone Isn't Enough
Many job seekers fail to network effectively because they view networking as merely an exercise in talking or meeting with the people they know, or with those with whom they share affiliations. They expect their acquaintances to analyze their careers and then take actions to get them a better job or a promotion. More often than not, this approach leaves contacts feeling puzzled as to how to help the job seeker.
To make full use of your network, you need to know more than just people who are in a position to help you reach your goals. You need to know how to summarize what capabilities you bring to the market. You need to make the people within your network understand the value that you offer an organization specifically as it centers on revenue, costs, reputation and risk. Career marketing takes networking to a whole new level, because it involves the exchange of something thoughtful and potentially valuable.

Know Thyself
Through career marketing, you are essentially accomplishing two things: You are carefully determining your exact competencies and capabilities -- or, in marketingspeak, your value proposition -- and you are making your value proposition known to people who can derive something substantial from what you can do.
The first

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