Finding Your Next Job Using Digital Marketing, Part 2: Brand You

Once upon a time, a very long time ago in Internet years, I wrote a webinar and publication on finding your next job with social media. I stumbled over it recently while cleaning up one of my archives. While lots of the individual pieces are badly out of date, the work as a whole is still relevant.

Job search is a sales job

The first most important thing to realize is that job hunting is a sales job. You are selling yourself. You are selling your services. You are selling what you can do to benefit another organization.

What is your brand?

As with any sales product, you have to know what it is that you’re selling. Why would someone buy what you have to offer? Can you express in 140 characters – the space of one tweet – why someone should hire you? More importantly, can you express why someone should hire you versus someone else? What’s distinct about you?

For example, suppose you are putting your resume in front of a hiring manager. What would set you apart if we removed your name from your resume? Could we still tell it was uniquely you and not some other random marketing professional? In the product marketing world, this is the white label test. Remove the logo from Apple’s iPhone or MacBook, and you can still tell it’s an Apple product. Remove the logo from the front of a Tesla, and you still know it’s a Tesla.

Finding your brand

What can you do so uniquely that you will be the only person we would call for that skill? What’s your professional superhero power?

Here’s another exercise to distill your unique brand. Sit down with the beverage of your choice and review your life. What keeps coming up? What threads do you see recurring throughout your life’s story? For example, when I was in high school, I ran for class president, won, and then helped other kids run for class offices. We did things like printing brochures and flyers because I was one of the few kids who knew how to use the graphic layout software and the brand new laser printer.

In graduate school, to pay rent while I was studying, I helped companies build websites. Again, I was one of the few folks who could put together a website relatively quickly and inexpensively by leveraging technology for marketing purposes.

Looking over my life I see a common thread: helping other people market things using technology. I have been a marketing technologist all my life. I just didn’t define it so uniquely until the last few years.


What common threads run through the history of your life? What themes keep showing up over and over again that you can point to and say “that’s what I do”?

Capturing Your Brand

Once you know the theme, the story of your life, write it down in three formats.

  • Write down the full page version of your story.
  • Write down your story in two to three paragraphs.
  • Write down your story in 140 or less.

Having the three versions of your story – short, medium, and long – will give you the ability to tell your story in a way that fits the time requirements or the space requirements that you’re given.

  • You’ll use the 140 character version for things like social media biographies.
  • You’ll use the 2-3 paragraphs for cover letters, introductions, and the start of your LinkedIn profile.
  • You’ll use the full page version in speeches, interviews, and blog posts.

Next: Packaging Your Brand

In the next post in the series, we will examine how to capture your brand and package it. We will look at websites and social media profiles, all the basic infrastructure you need to have in place in order to effectively present who you are.

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Marketing For Kids, Part 8: Conclusion

Marketing For Kids, Part 8: Conclusion

We’ve covered an enormous amount of ground in this guide. Let’s recap:

That’s a lot to do, and each piece has supplementary reading. However, all of this is achievable; almost all of it can be done from your smartphone.


One expectation from part 1 I need to reiterate is that marketing and growing a business takes time. It’s highly unlikely that you’ll open your doors and be an instant success; while such fairy tale stories do rarely happen, they’re extremely uncommon.

What about…?

When you read about marketing on the Internet, almost everyone has an opinion of the right way it should be done. Like any discipline, practice, or craft, marketing takes time to practice and learn. This guide isn’t for the experienced adult professional marketing expert who’s trying all the new shiny objects as they roll out. This guide is for that adult’s kids.

In the same way it would be highly irresponsible to enroll a child who’s never done martial arts in a black belt class instead of a white belt class, it would be highly irresponsible for a professional marketer to overload their kids with every possible marketing tool, tactic, and strategy. Master the basics first! (a lesson many adult marketers should heed as well)

Thank you!

Thank you for reading and sharing this series! I wish you all success in your marketing and business ideas.

marketing ride

Marketing can be a lot of fun; it’s the ride that never ends. Thanks for spending some time with me on it.

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What Marketers Should Know About Facebook’s F8 Announcements

Facebook released a number of changes and innovations for marketers, consumers, brands, and technologists yesterday at its F8 conference. As is typical for an engineering-led organization, what the general public was told was not as interesting as what developers were told.

The big announcement of the day, of course, was the addition of bots to Facebook Messenger. Wrapped inside that announcement, however, was Facebook’s first general public, consumer-grade artificial intelligence play,

Wit_Console.png gives your average, technically competent marketer the ability to start constructing artificial intelligence algorithms for chat bots. If you can use the children’s programming tool Scratch, using is not a significant leap forward. Building a bot on the new send/receive API is equally straightforward. If you can write code in the web’s most popular languages such as Ruby, Python, PHP, or Java, you can begin writing a Messenger bot immediately. I was able to get one started in an evening, with relatively little difficulty.

The second major announcement was the Live API. This permits any camera, with appropriate development and code, to stream to Facebook Live. Gone are the days of having to do live video only from your mobile device. CEO Mark Zuckerberg demonstrated a live stream from a drone at the event; think carefully about all of your existing video tools and how you will deploy them in a live environment. Imagine 360-degree live, immersive video: that’s where Facebook is going.

The third announcement was the Sharing Devices API. This is Facebook’s entry into the Internet of things. Devices can share content to Facebook. Imagine an Internet enabled television sharing what program you’re watching with your friends. Imagine an Internet enabled car sharing your roadtrip, photos and all.

The fourth announcement was the Reactions API, something I predicted when Reactions went live. We marketers will finally get granular reaction data including the total number of Reactions, the type of Reactions, and who reacted with what Reactions. This will assist us with structured sentiment analysis as a complement to existing unstructured sentiment analysis methods.

What can we take away from all these announcements? Certainly, there are many opportunities for marketers to take advantage of each of these APIs. The Messenger bot will provide Slack-like interactions inside a giant ecosystem. Expect to see many of the same innovative bots that we currently see in Slack within Facebook.


For example, Statsbot, a Slack application that delivers daily Google Analytics updates, would be ideal for marketers who want to receive a quick update about how their website is doing.

The bigger picture is that marketers and technologists, marketers and developers, can no longer be separate. Look at Facebook’s 10 year roadmap:

F8 roadmap

Any organization that wants to win market share, awareness, leads, and sales will need to tightly integrate marketing and development. If you are a marketer who never talks to a developer at your organization, you are a liability to your organization rather than a benefit. Conversely, if you and your developers are having beers once a month or once a week, chances are you are well set up for success in the new digital ecosystem.

Marketing technology is no longer optional. To be fair, it was never optional to begin with. If you do not have a developer, get one – even if it is only a part-time contractor. Think you can’t afford a developer? There are plenty of developer exchanges online, and many students in school who you could work with in an internship role.

In the next few years, marketers who do not understand development and code will be as out of date as marketers who don’t understand the web or mobile. Be ready.

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