The dead-end traps to avoid when launching your career Harold Simpkins Molson School of Business Concordia University Canadian Association of Career Educators and Employers Montreal June 4, 2008 Jordan LeBel School of Hotel Administration Cornell University

Career Planning … THEN… Most people entered one career and stayed with it for their entire lives. Choosing a career was easier as there were fewer options. The nature of work was relatively stable and changes in how work was done evolved at a gradual, slow pace. Competition for jobs and customers came from local sources. Finding jobs and customers was simpler because the number of tools available to do so was relatively few.

…and NOW Most people will have multiple careers. Some will engage in more than one career simultaneously. The number of career options is growing exponentially; the sheer number of choices has become overwhelming to many people. Technology is continuously and dramatically changing the nature of work and how it is done. Competition for jobs and customers is coming from anywhere in the world. The number of tools available to find jobs and customers is exploding.

What is your dream career like?

What is the first thing you need to do to launch that dream career?

Typical answers… Craft an eye catching resume Craft an eye catching resume Mail out 10,000 copies of said resumes Mail out 10,000 copies of said resumes Read the newspapers Read the newspapers Talk to friends Talk to friends Ask Mom and Dad Ask Mom and Dad

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

 Reality Check The career planning process ends with the writing of resumes and cover letters. Preparation of these documents is the final step of your personal marketing plan.

Marketing has helped all these brands and individuals. Use it to find the job that’s right for you.

The tip of the iceberg resum ingsnewspaper talk to friends Implementation & Control Marketing Tactics Marketing Strategy Marketing Objectives Situation Analysis

WHY SPEND MY TIME WRITING MY OWN PERSONAL MARKETING PLAN? Would you build a house without a plan? Then why build your career without one?

The Marketing Concept Satisfying customer needs at a profit.

 Myth  It all starts with knowing my customers.

 Reality Check Actually, it starts with knowing your product, namely YOURSELF and your chosen field.

Situation Analysis  Self Knowledge What is your passion? What is your passion?  Field Knowledge

Marketing Objectives What type of career do you want? What type of career do you want? Financial goals Financial goals Location preference Location preference

 Myth  The best way to ensure that you actually try to achieve your goals is to write them down.

 Reality Check Research indicates that by telling other people – friends, family members, co- workers and fellow students – what your goals are, you will be up to six times more likely to pursue them than if you keep them to yourself. Research indicates that by telling other people – friends, family members, co- workers and fellow students – what your goals are, you will be up to six times more likely to pursue them than if you keep them to yourself.

Achieving your marketing objectives: Marketing Strategy Know Your Target Market Know Your Target Market Think and feel as they do Think and feel as they do Your Product Strategy Your Product Strategy Your Price Strategy Your Price Strategy Your Place Strategy Your Place Strategy Your Promotion Strategy Your Promotion Strategy

Marketing Tactics What specific actions will you take to: What specific actions will you take to: Ensure your product satisfies your target market’s needs better than your competition? Ensure your product satisfies your target market’s 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 Control Set clear timetable for taking these actions Set clear timetable for taking these actions Set clear, measurable criteria to evaluate your Set clear, measurable criteria to evaluate your progress and success. progress and success. Develop contingencies to handle bumps in the Develop contingencies to handle bumps in the road. road.

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  At the end of the day, it’s all about finding a career that will provide me with the financial security I need.

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

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CONCLUSIONS Know yourself Learn about fields that interest you and that fuel your passion Picture yourself as a need-satisfying product Create your marketing strategy: Product, Price, Place, Promotion Implement, monitor and adapt your marketing plan