Sink or Swim: How to Handle Your
Career Change on Your Own Terms
By DeAnne Pearson, M. Ed.
Imagine dropping a small stone in a still pool of water, maybe a pond or a lake. What happens? From the force of this small stone, ripples begin to form and radiate outward, at first inches away from the impact, then feet, yards, possibly covering the entire surface of the water as far as you can see. This simple image is very similar to your own Personal Marketing Plan. This analogy shows that you should strive to initiate that ripple effect for yourself by starting what I call “a good rumor” about yourself and all you have to offer professionally.
Having helped hundreds of women in their career transitions over the years, I can assure you that developing your own Personal Marketing Plan and getting the right message to the right people is the best way to make a career change, no matter what the circumstances.
Most of us do not think of ourselves as being in the marketing business, unless the word “marketing” shows up on our degree or our job title. However, experienced business coach Alicia Marie Fruin defines marketing as “an umbrella term that includes promotions, sales, prospecting, advertising, networking, collateral materials, cross marketing, public relations, branding and marketing tools.” Simply put, we are marketing ourselves every day in all that we say and do, so you might as well use it to your career change advantage by developing an effective Personal Marketing Plan and using it to better control your future.
So, what is a Personal Marketing Plan? How is it different from a resume? A resume outlines your professional past, stating where you have been and what you have done. A Personal Marketing Plan is what you use to lay out your future plans. It puts you in the driver’s seat. It is a focus tool; a blueprint or a map that helps you get what you want out of your career. What does it look like, and why does it work? Basically, a Personal Marketing Plan should be a page of statements and lists that guide you, and the people you share it with, to your brighter future. There are free Marketing Plan templates on the Internet to use as resources. How do I develop one? The easiest way to construct a Personal Marketing Plan is to take time and answer the FIVE W’s: Who? Why? What? Where? When? Let’s take a closer look at each of these:
1. Who are you?
The very first ripple you need to create in the pond should be to get your message straight about who you are professionally. This group of two to three sentences is commonly referred to as your “elevator speech” or positioning statement, and should include a run-down of your knowledge, skills and abilities. It should also include a short answer to the why question which will be addressed later. The premise is that if you found yourself with someone whom could potentially employ you or refer you to an employer in an elevator, what could you say to market yourself as quickly as possible? Any career counselor or career consultant will tell you that you need to pinpoint the knowledge, skills and abilities which set you apart from the rest; the things that make you who you are. Think of this as your added value as an employee. Your knowledge can be based on classes you have completed, degrees that you have received or practical experience you have gained over the years. Skills describe what you can do (we will focus more on this later) and abilities are somewhat harder to nail down.
One way to define your abilities is by focusing on the values, gifts or strengths that you were born with, the traits that come naturally to you. Many times these are the attributes that people seek you out for or compliment you on most often. Maybe you are creative and people seek you out when they need solutions that do not fit the norm. Perhaps people have complimented you on your confidence or business skills, and people in your company or your personal relationships turn to you when there is a need for leadership, planning or decision-making.
2. Why are you changing positions?
William Shakespeare said, “Some achieve greatness and some have greatness thrust upon them.” The same thing can be said about change. Some of us decide to change careers on our own, and some of us have change thrust upon us by changes in the industry or economy. This decision may have already been made if you were caught in the down-sizing or re-structuring currently plaguing the nation, and you may need to move on quickly. On the other hand, you may have had a change of interests, lifestyle or values that make you grow away from your previous career choice. Whatever the circumstances, you will need to be able to address why you are moving on. This statement the latter part of your “elevator speech.” It needs to be honest and upbeat. No one wants to be trapped on an elevator with Debbie Downer.
3. What do you want to do?
The next current in your wave of change is created by defining your marketable skills. Every time I address a large group of job seekers, someone objects to the idea of narrowing down their skill sets by saying, “But I can do anything.” That is great, but I have never seen a job description for “doing anything.” Job descriptions are written for specific jobs and typically list what is expected. So, by looking over the lists of skills that you have used in previous positions, paid and volunteer, and by making a list of the skills you would like to use again, this is a great way to fill in this portion of your marketing plan. You will also want to peruse current job openings and websites like http://online.onetcenter.org/ to assess skill gaps, trends and vernacular for the career you want.
4. Where do you want to do this?
Now, it is time to expand the next tide of your Personal Marketing Plan by answering the where question. In fancy Career Consulting terms, this is called “developing a target list of companies and organizations.” There are numerous methods for making a target list. Informal approaches for developing your target list of companies may include using information from the local Chamber of Commerce, word-of-mouth, or something many major cities call “The Book of Lists.” “The Book of Lists” is produced in major cities by the local Business Journal and can be purchased either electronically or as a hard copy, or accessed through the local library. The book breaks organizations down into various groups according to number of employees, type of service or product, zip codes, and a number of other factors. For a higher price, you may subscribe to online services such as Hoover’s or Dun & Bradstreet. These services build lists of companies alphabetically, by industry and using hundreds of other methods. By being aware of the kinds of companies involved in your desired field, you create the next ripple, and take the next step towards your new career. You have to know where you want to go, if you are going to get there.
5. When will you make the career change?
If your when includes shooting for a long-range career change goal, you will need to clearly define that long-term vision, as well as the steps needed to lead you to that goal. A great way to do this is to hammer out a clear vision that embodies where you want to be in five years. Do you see yourself retired, independent, working in a different field, owning your own business, or holding a completed degree? Then, plan backwards! Imagine that those five years have already happened, examine what you needed to do to get there, and start setting short-term goals. What can you do today, this week, this month, this year? Break your long-term vision into smaller chunks. A common goal setting strategy uses the acronym S.M.A.R.T. which stands for Specific, Measurable, Achievable, Realistic and Timely. Many people have a vision for their careers - that glorious professional finish line. However, very few people take the time to plan the measured steps to achieve that ultimate goal.
Imagine the scenario in which you have a vision of being in “The Guinness Book of World Records.” Okay, have you seen that book? It is huge! You will need to be more specific in order to be considered for an entry into the book. How about being the fastest swimmer to cross the English Channel five years from now? Now, you have a goal. It is specific (swim the English Channel), measurable (faster), and time driven (in five years). Now, to make it achievable and realistic, you will need to find out more about the current record, conditions of the water, where your skills need to improve, and how you will fund the trip, etc. There are endless correlations to be made here about career change, but basically, it is not enough to have a vision for what you want to be. You must take set goals and take action.
Finally, now that you have the Personal Marketing Plan, how do you use it? When it comes to using your marketing plan, the single biggest mistake you can make while creating your ripple of change in a short time frame is neglecting your references. References are more than just a list of a people you know stapled to the back of your resume. In reality, you are only going to place contacts on your reference list that have the utmost regard for you and your work; people you would be willing to work with again and that would like work with you again. This is commonly referred to as “warm market.” Reach out to these people, try out your “elevator speech,” ask them to critique your resume and ask for advice from the people who you believe in, and who believe in you. Make them aware of your career intentions and check back with them on your progress. Then, it is time to branch out and share your plans for your career future with others in your field of interest, asking for referrals and keeping track of each. This is how you will reach what is commonly called your “cold market”. Soon, you will have a much richer professional network and will be in charge of the “good rumor” regarding your career and future.
Whatever the circumstances, developing a Personal Marketing Plan can make all the difference in how you weather a career change storm. Works Cited Fruin, A. M. (n.d.). Retrieved April 15, 2010, from PeopleBiz Inc: http://www.peoplebizinc.com/
Pearson, D. (n.d.). Retrieved April 15, 2010, from DeAnne Pearson: www.deannepearson.com
Shakespeare, W. (n.d.). Twelfth Night, Act II, Scene V.
Need a little extra help getting started on your Personal Marketing Plan? Use this handy worksheet developed by Career Coach DeAnne Pearson, M. Ed. to help get you started on achieving your career goals.
