Job Search Campaigns Can Learn from Local Election Campaigns
I see similarities between a local election campaign I helped run and job search campaigns I ran looking for marketing executive positions for myself.
As I write this, I don’t know the outcome of the election. Waiting to learn if we won reminds me of those excruciating days between the final interview and an offer (or rejection).
Here are a few of the lessons I learned during the election campaign which I hope can help executives looking for a new job whether or not the winner is selected by the electorate or a hiring manager.
Targeting: Decide who:
- Is most like to vote for (hire) you.
- Might vote for you, the undecided but open to consider your candidacy.
- Is highly unlikely to vote for you so you can ignore them, saving time and money. Marketing executives follow this simple targeting advice for their brands and companies, but typically have great difficulty eliminating any potential job opportunity, regardless of how remote.
Message: Decide:
Why your target is likely to vote for you rather than someone else.
- Again, nothing unique here for marketers, who need to write their own personal copy strategy.
Which of your opposition’s weakness you can exploit.
- Job seekers also have opposition candidates. They start out in the hundreds at the screening stage and are winnowed down to perhaps a handful of finalists.
- The job market is more like the early stage of a wide-open primary with many candidates jockeying for recognition by the party bosses.
- Start by clustering imaginary opponents who closely fit the job spec. See how you standout compared to the robotic candidates who perfectly match the spec. Turn your uniqueness into a value added benefit. The key phrase is “added benefit,” which is in addition to what the hiring manager is looking for.
How your message can be simple and strong.
- Candidates often start with yard sign forcing a short message, not dissimilar to writing your LinkedIn headline as a first step.
Media: Decide what’s necessary vs. what’s important
Necessary:
- Candidates: Yard signs: Just a few to let your supporters know you’re working to get elected.
- Job seekers: Resume: Must be very well done, but seldom leads to a job.
Important for both candidates and job seekers:
- Build a team
- Communicate often to your key supporters and fans
- Generate awareness, understanding and interest
- Candidates use broadcast, including interviews and TV advertising
- Job Seekers use social media, conferences, and classic networking
There are many “how to” win an election blogs online. One tip I just found is to create a contrast. Good advice for job seekers also.
Tying election campaigns to job search campaigns is a recurring theme of mine. I wrote 9 Keys for Job Search Political Campaigning Taught Me 2 years ago. I think the advice remains relevant today.
About the Author | Richard Sellers
Richard is Chairman Emeritus of the Marketing Executives Networking Group (MENG), founder of the Demand Marketing consulting firm, and former Sr. VP of Marketing for three multi-billion dollar companies: CEC, WLP, and Service Merchandise. His early career was at GE, P&G, Playtex, and the Marketing Corporation of America.
