Introduction

How proactive have you been in developing your career to date?  

Have you taken control? 

Have you got a clear vision for your future? 

Or have you, like many left your career to luck and waited for opportunities to present themselves?

By integrating the #TLH Essentials approach, you’ll be well on the way to avoiding these four mistakes and in this session, we will focus on helping you to really clarify the type of organisation that you will actively target and open up the discussion about how to make the approach, although this will be covered more in the next session.

Your ideal client/ employer

In any sales and marketing campaign, one of the first activities undertaken is to identify what your target customer looks like, where do they hang out, what do they read, what age are they – marketing people call this the ‘customer avatar’ – and they develop a really in-depth understanding of their avatar(s) so that any sales and marketing activity can talk directly to the specific avatar – they often give them actual names.

Why is this relevant to you?

Because the people that you need to be targeting within the organisations that you have identified as your ‘ideal’ are individuals and by understanding them better you’ll be able to connect with them better both physically and within every communication.

Activity:

Look back on your outputs from the session on Your Proposition, specifically the part where you identified the type of organisations that you enjoy working with.  Now think about the type of people within those organisations that would have the authority to employ you.

Write a description of this person – What age are they?  What is their gender?  What would their previous career look like? What do you think they would read?   Where do they hang out?   What professional memberships/ groups etc would they join? What are their pains and frustrations?   What are their goals and desires (career wise)?   What are their fears and what are the implications to them of these fears?   What are their dreams and aspirations? 

Draft a couple of paragraphs that describes your client/ employer avatar and give them a name. Let’s use Jane Doe as an example. From this moment on, everything that do online, in every ‘generic’ communication, you must be talking directly to Jane Doe. 

Why does this matter?

If you are confident that Jane Doe is your ideal client/ employer, then by talking directly to them, about their fears and aspirations (moving away from pain/ towards pleasure) within the very groups etc. where Jane is likely to be, you’ll be putting yourself right in the firing line of clients/ employers just like Jane Doe.  

Moreover, you’ll immediately stand out to them because you are talking their language – You’ve achieved your first objective - To grab their attention. 

How do you find organisations to target?

The obvious place to look is Linkedin but Google is a great resource also.  Once you are clear about the type of organisation that you feel you can offer the most value and the ones that you enjoy working within, you’ll be able to define;

oSize of company (revenue/ employee numbers/ both)

oThe sector that they operate within

oHQ location or Regional Offices

Using the basic Linkedin company search will help you to identify an initial list of potential targets.  To expand this, go to Google and search for industry specific conferences within your preferred location.  So for instance, if you’re preferred sector was Social Housing across the UK, the search would be  “conference directory” AND “social housing” AND “UK”

You may have to go onto pages 2 or 3 but you will typically find brochures and/or delegate lists available – these provide ideal foundations on which to dig a little deeper to find the name of the person that could hire you (and also their boss).

Once you have found the relevant person, go back to Google and Linkedin and search “name of individual” “name of organisation” – this is likely to pull up contact details (email/ phone numbers) as well as articles/ news stories etc that they have featured in.

Keep a copy of these so that you can mention them in any letters/ emails that you send them in future.

The best jobs are never advertised.As such, it is your responsibility to position yourself with the right person, in the right way to get the opportunity to open up discussions and explore possibilities.

To succeed, you need high impact self marketing, you need to provide proof and authority that you are the right person and you need to be making active connections within organisations, working on your relationships and actively ‘tapping’ these connections for potential job/ role opportunities.

Join associations/ groups that your 'Jane Doe' attends, introduce yourself and ask others what it’s like working with Jane Doe/ Jane’s organisation – demonstrate curiosity and spend time building up your relationships.

This shouldn’t stop when you’ve secured a new job/ project – you should be spending time each and every day building up your profile – in this way, you’ll immediately spring to mind when Jane Doe is looking for someone to help her.

The next session will focus on how you can best approach Jane Doe. 


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