The self-marketing capsule is a valuable piece of marketing collateral that job seekers need to position themselves effectively during a job search. Whether in a networking context or a job interview, job seekers must always be ready to deliver their personal pitch in an exciting and memorable way. Ultimately, you want to be able to recite a message that is clear, targeted, and easy for anyone to understand. When the capsule is presented in this way, you are more likely to create an advocate for your candidacy who can refer your qualifications on to the next appropriate person in the networking or hiring chain. Below are the five key components of an effective self-marketing capsule.
Create a professional identity.
Job seekers must be able to tell their audience what type of position they are targeting. Sometimes people confuse professional identity with the job title that is listed on a job description. These titles can be misleading and do not always fully describe the nature of the person’s responsibilities. By using such titles in place of a professional identity you run the risk of compromising your self-marketing campaign. For example, in the world of finance, many back office administrators are simply called clerks. Such a title can place severe limitations on your marketing capsule. A more targeted and effective professional identity might be Financial Custody Administrator or Securities Administrator.
Showcase three strengths.
Highlight three areas of competency that show your value add and differentiate you from the competition. Chose traits that can easily be coupled with examples of how you have helped the organizations you have supported make money, save money, save time, maintain the business, or grow the business. For example, being proficient in Microsoft Project can position a project manager as a candidate that gets the job done expeditiously and in turn saves time, money, and resources.
Use accomplishment-focused, metrics-driven examples to support your strengths.
Just like the resume, the marketing capsule must include proof that you have successfully completed job relevant tasks. A good strategy is to marry a strength with a specific example to prove that you are accomplished at what you do. Quantify accomplishments using numbers, percentages, and dollars whenever possible.
Discuss your background as it relates to the target function or industry.
Draw on your past experiences from several positions to solidify the scope of your skill set, show career progression, and build the business case for your candidacy. Also include relevant education such as a job-related or advanced degree, industry certifications, advanced technologies, or leadership roles within a professional organization to showcase the diversity of your experiences and position you as a unique contributor.
Make a match between your experience and the skills needed for a particular job function or industry.
Bring the conversation full circle by relating your traits back to the needs of the employer or the needs of a particular industry. By doing so you prove relevancy and demonstrate why your skills are a good fit for a certain type of position.