Transcript English - eConcordia

The dead-end traps to avoid
when launching your career
Canadian Association of
Career Educators and Employers
Montreal
June 4, 2008
Harold Simpkins
Molson School of Business
Concordia University
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
Mail out 10,000 copies of said resumes
Read the newspapers
Talk to friends
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
resume
Mailings
newspaper
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?
 Field
Knowledge
Marketing Objectives
What type of career do you want?
Financial goals
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, coworkers 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
 Think and feel as they do
Your Product Strategy
Your Price Strategy
Your Place Strategy
Your Promotion Strategy
Marketing Tactics
What specific actions will you take to:
 Ensure your product satisfies your target market’s
needs better than your competition?
 Get the price you want?
 Get the word out that you’ve got the goods?
Implementation and Control
Set clear timetable for taking these actions
Set clear, measurable criteria to evaluate your
progress and success.
Develop contingencies to handle bumps in the
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.
NOW AVAILABLE
on
AMAZON.CA
And
INDIGO.CA
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