We’ve all got used to how important marketing is to business success. So, how come very few of us think to apply this type of Best Practice to our own careers? Global marketing experts stress the need to split time and resources between brand building and sales. If you’re smart, you’ll adopt their advice to thrive in your career. Yes, you need to nail your sales technique: résumé, Cover Letter, interview performance. But it makes much more sense to improve your BRAND so that employers come to you. This Infographic has 5 tips adapted from marketing gurus, Les Binet and Peter Field, to help you switch from a panicked last-minute scurry to apply for jobs to a strategic and SENSIBLE career marketing campaign.

1. get at least
IN YOUR FIELD
BECOME THE
Go-To Candidate
DO YOU
No?
For Expert
Career Advice
www.careerconsult.com.au
Tap into the
expertise of
GLOBAL
marketing
experts with
these
5 Career Tips
Are you ahead of the curve in your
Then it's time to implement these B2B
CAREER Marketing?
marketing techniques to get ahead.
Master Brand Building & Sales
1. EXECUTE YOUR SELLING WITH SKILL:
Interview skills & salary negotiation
LinkedIn profile & job search networking
Cover Letter & résumé
Tip #5
2. IMPROVE YOUR PRESENCE IN THE MARKETPLACE:
Establish a strategic plan with measurable KPIs
Increase your emphasis on brand
Increase your Share of Voice
Tip #1
The more people you reach & the more people who talk about
you, the greater your opportunity to grow your market share.
Brand Building ensures your market place knows you
& likes what it sees, & your selling skills clinch the deal.
Focus on a Fame-Driven Campaign
Tip #2
advantage over any less familiar competitors.
If you're the brand everyone talks about, you have a serious
Create your own content. Use LinkedIn
for blogs and/or write technical papers
for your industry journals. Vary tone &
style depending on the media.
Pipe up in professional
development activities. Offer
sensible & strategic comments at
appropriate times in your network.
Speak at conferences. Form relationships with
the gate-keepers in your target market. Offer
an angle on issues that are troubling your
industry.
Use Emotion to Form Connections
Tip #3
on an emotional level.
Generate creative ideas that resonate with your audience
useful medium
LinkedIn is likely your
Analyse your most
most valuable avenue to non industry-specific
Broaden commentary
content
Report on global
concerns & trends
Decide exactly what
it is you stand for
Paint a compelling
picture of your worth
Harness Creative Language
Tip #4
Taking risks & being bold in pursuit of fame is worth it.
Ban the bland. Have a voice. Use
professionally chatty language in key brand
documentation: LinkedIn profile and blogs
Avoid ‘motherhood’ content. Eliminate
corporate-speak phrases that are overused
and boring
Reveal something of yourself and your
workplace philosophy in interviews. Use
‘coffee shop’ talk to build rapport
Show colour. Mix everyday words with evocative language.
Use subtle & understated emotion.
Hope, aspiration, confidence and fear of
failure are all in play in the B2B buying
mindset
Understand the emotions relevant to
your buyer at interviews.
Peace of mind is a useful catch-all
approach. Convey the message you're
a safe pair of hands
It doesn’t make sense to have an
emergency response to that next job by
applying for roles only when they arise..,
Switch
short-term
from
to strategic!
all the while ignoring
your BRAND.
Sources:
http://effworks.co.uk/wp-
content/uploads/2019/04/Les_and_Peter_The_Greatest_Hits.pdf
https://business.linkedin.com/en-uk/marketing-
solutions/blog/posts/B2B-Marketing/2019/The-Long-and-the-
Short-of-it-for-B2B-Marketing
Les Binet and Peter Field, Eff Week 2016, ‘Marketing in the
Digital Age’, IPA
Les Binet and Peter Field, Selling Creativity Short, IPA
Les Binet and Peter Field, The Link Between Creativity and
Effectiveness, Thinkbox/IPA
Les Binet and Peter Field, Media in Focus: Marketing
Effectiveness in the Digital Era, IPA
Instead, incorporate
B2B
into your career
management.
marketing
& sales
tenets
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