The dead-end traps to The dead-end traps to avoid when launching avoid when launching

your careeryour career

Harold SimpkinsMolson School of

BusinessConcordia University

Canadian Association of Career Educators and Employers

MontrealJune 4, 2008

Jordan LeBelSchool of Hotel Administration

Cornell University

Career Planning Career Planning ……THEN…THEN…

Most people entered one career and stayed with it for their Most people entered one career and stayed with it for their entire lives.entire lives.

Choosing a career was easier as there were fewer options.Choosing a career was easier as there were fewer options.

The nature of work was relatively stable and changes in how The nature of work was relatively stable and changes in how work was done evolved at a gradual, slow pace.work was done evolved at a gradual, slow pace.

Competition for jobs and customers came from local Competition for jobs and customers came from local sources.sources.

Finding jobs and customers was simpler because the Finding jobs and customers was simpler because the number of tools available to do so was relatively few.number of tools available to do so was relatively few.

……and and NOWNOWMost people will have multiple careers. Some will engage in Most people will have multiple careers. Some will engage in more than one career simultaneously.more than one career simultaneously.

The number of career options is growing exponentially; the The number of career options is growing exponentially; the sheer number of choices has become overwhelming to sheer number of choices has become overwhelming to many people.many people.

Technology is continuously and dramatically changing the Technology is continuously and dramatically changing the nature of work and how it is done.nature of work and how it is done.

Competition for jobs and customers is coming from Competition for jobs and customers is coming from anywhere in the world.anywhere in the world.

The number of tools available to find jobs and customers is The number of tools available to find jobs and customers is exploding. exploding.

What is your dream What is your dream career like?career like?

What is the first thing What is the first thing you need to do you need to do

to launch that dream to launch that dream career?career?

Typical answers…Typical answers…

Craft an eye catching resumeCraft an eye catching resume

Mail out 10,000 copies of said resumesMail out 10,000 copies of said resumes

Read the newspapersRead the newspapers

Talk to friendsTalk to friends

Ask Mom and DadAsk Mom and Dad

Myth Myth The career planning The career planning process process startsstarts with with the preparation of a the preparation of a professional professional resume and a killer resume and a killer cover letter.cover letter.

Reality CheckReality CheckThe career planning process The career planning process endsends with with the writing of resumes and cover letters.the writing of resumes and cover letters.

Preparation of these documents is the Preparation of these documents is the final step of your personal marketing final step of your personal marketing

plan.plan.

Marketing has helped all these

brands and individuals.

Use it to find

the job that’s right for you.

The tip of the icebergThe tip of the iceberg

resumeresumeMailingsMailings

newspapernewspapertalk to friendstalk to friends

Implementation Implementation &&

ControlControl

Marketing Marketing TacticsTactics

Marketing Marketing StrategyStrategy

Marketing Marketing ObjectivesObjectives

Situation Situation AnalysisAnalysis

WHY SPEND MY WHY SPEND MY TIME WRITING MY TIME WRITING MY OWN PERSONAL OWN PERSONAL

MARKETING PLAN?MARKETING PLAN?

Would you build a house without a plan?Then why build your career without one?

The Marketing ConceptThe Marketing Concept

Satisfying customer needs at a profit.Satisfying customer needs at a profit.

Myth Myth

It all starts with knowing my It all starts with knowing my customerscustomers..

Reality CheckReality Check

Actually, it starts with Actually, it starts with knowing your productknowing your product, ,

namely namely YOURSELFYOURSELFand your chosen fieldand your chosen field..

Situation AnalysisSituation Analysis

Self KnowledgeSelf Knowledge What is your What is your

passion?passion?

Field KnowledgeField Knowledge

Marketing ObjectivesMarketing Objectives What type of career do you want? What type of career do you want?

Financial goals Financial goals

Location preferenceLocation preference

Myth Myth The best way to ensure that you The best way to ensure that you actually try to achieve your goals actually try to achieve your goals

is to is to write them downwrite them down..

Reality CheckReality Check Research indicates that by Research indicates that by telling other telling other

peoplepeople – friends, family members, co- – friends, family members, co-workers and fellow students – what your workers and fellow students – what your goals are, goals are, you will be up to six times you will be up to six times more likely to pursue themmore likely to pursue them than if you than if you keep them to yourself.keep them to yourself.

Achieving your marketing objectives:Achieving your marketing objectives:Marketing StrategyMarketing Strategy

Know Your Target Market Know Your Target Market Think and feel as they doThink and feel as they do

Your Product StrategyYour Product Strategy

Your Price StrategyYour Price Strategy

Your Place StrategyYour Place Strategy

Your Promotion StrategyYour Promotion Strategy

Marketing TacticsMarketing Tactics

What What specificspecific actions will you take to: actions will you take to:

Ensure your product satisfies your target market’s Ensure your product satisfies your target market’s needs better than your competition?needs better than your competition?

Get the price you want?Get the price you want? Get the word out that you’ve got the goods?Get the word out that you’ve got the goods?

Implementation and ControlImplementation and Control

Set clear timetable for taking these actionsSet clear timetable for taking these actions

Set clear, measurable criteria to evaluate yourSet clear, measurable criteria to evaluate your

progress and success.progress and success.

Develop contingencies to handle bumps in theDevelop contingencies to handle bumps in the

road.road.

It Pays to Advertise?It Pays to Advertise?A tiger met a lion as they drank beside a pool.

“Why are you always roaring like a fool?” asked the tiger.

“They call me the King of Beasts; it pays to advertise.”

A little rabbit overheard and went home to try the lion’s plan.

But his roar was just a squeak.

And that morning, a hungry fox had his breakfast in the woods.

The moral?

It only pays to advertise if you have the goods!

Myth Myth At the end of the day, At the end of the day, it’s all about finding a it’s all about finding a

career that will career that will provide provide me with the financial me with the financial

security I needsecurity I need..

Reality CheckReality Check

Find a career you love and you’ll never have to work another day of your life.

NOW AVAILABLE

on

AMAZON.CA

And

INDIGO.CA

CONCLUSIONSCONCLUSIONSKnow yourselfKnow yourself

Learn about fields that interest you and that fuel Learn about fields that interest you and that fuel your passionyour passion

Picture yourself as a need-satisfying productPicture yourself as a need-satisfying product

Create your marketing strategy:Create your marketing strategy:

Product, Price, Place, PromotionProduct, Price, Place, Promotion

Implement, monitor and adapt your marketing Implement, monitor and adapt your marketing planplan