Some people are so obsessed with social media technology that they overlook their communication strategy.

They are so focused on gadgets, applications and tactics that they completely miss the obvious:  These are only tools!

Tools are used to create or build something. Tools, technology and tactics are all a means to an end. The “end” is often defined in a well-written marketing goal. A goal articulates what success will look like and offers a clear, measurable definition of the desired outcome.

A communications plan should 1) target a specific audience, 2) define key marketing messages and 3) select the appropriate channels to deliver the right message to the right audience.

These communication channels should include a mix of traditional and new media. I define the two this way:

Traditional media primarily push information outward from a centralized source. They “broadcast” information in one direction. Examples are television, radio, newspapers, direct mail, newsletters and brochures.

New media (sometimes called social media) work best when the content is user-generated. Rather than broadcasting outward, new media rely upon interactions and conversations. Examples of new media are Facebook, Twitter, YouTube, WordPress and other social networking platforms.

Traditional and new media must be integrated if you want to build a strong and effective marketing communication program.

His comments caught me off guard. Quite frankly, I thought I already knew marketing, yet I’d never considered applying marketing principles to myself as if I were a product. My professor’s wisdom echoed in my mind, and through the years I grew to appreciate his sage advice even more.

Fifteen years later I stood before my own class of university students. With graduation approaching, these young people would soon be marketing themselves in a competitive job market, so I talked with them about applying marketing principles to their own job searches. I designed a tool for them to use in conducting a marketing audit on themselves. (This was a take-home assignment to be completed over spring break—the spiteful revenge of an instructor who noted that too many students skipped class on mardi gras to attend a sorority party.)

Later, when I lost my job as a marketing professional, I reached into my marketing toolbox, found that homework assignment and used it to develop a personal marketing plan for my own job search.

There are five sequential steps in the marketing process. (These are neatly organized in the textbook I taught from—Marketing Workbook for Nonprofit Organizations.) I adapted those steps to my situation and then built a career marketing plan using this process:

1. Set measurable goals. I wrote specific goals for my job search. These described the type of job I wanted, the date I hoped to begin and the salary I would require.

2. Position yourself. My next step was to identify specific attributes that described the essence of who I was professionally. These were things that would be of value to a potential employer that most other job candidates would be unable to say about themselves. I also conducted a competitor analysis so I’d know how to best differentiate myself.

3. Conduct a marketing audit. This focused on the “6 Ps of Marketing.” (Okay, I know most marketing classes teach the “4 Ps” but I liked two additional ones that were included in the textbook I used.) The marketing mix for my job search was built around the following 6 Ps:

Product. Here I defined what I would offer in the “exchange process” with a potential employer. I identified the results I could produce, the solutions I could provide and the impact I could have.
Publics. This focused on who I would target in my job search. I categorized the list by industry and then listed specific companies to target. I also developed a list of individuals with whom I would communicate.
Price. Without selling myself short, I focused on the salary I would require, the benefits I would need and other items I wanted such as learning opportunities and involvement in professional organizations.
Place. Here I defined the geographic location of the office, including the commute time and the safety of the surrounding area. I also looked at out-of-town travel and the ability to work remotely.
Production. I looked at how I wanted my career to fit with the other facets of my life. I carefully considered the pace of prospective companies, the stress level that would come with the job, the volume of work required and the balance with other facets of my life.
Promotion. I assessed my communication skills, the available technology and the tools needed for me to a) create awareness, b) maintain visibility and c) ultimately “close the sale” on my job search.

4. Develop the actual marketing plan. Only after completing the foregoing work was I ready to put together the entire plan for my job search. Once I knew where I was going, how I was differentiated and how I would market myself, I was prepared to move to the final step—communication.

5. Conduct a promotion campaign. As the final step, I expanded my networking activities, sent out a few resumes and applied for a handful of specially-targeted jobs. Promotion of myself began with strategy and ended with tactics. Those who begin a job search by sending out lots of resumes or applying indiscriminately for open positions do not understand marketing.

I used a mix of marketing tools, including e-mail, postal mail, phone calls and in-person meetings. Supporting the promotional campaign were collateral materials such as the resume, cover letter, networking e-mails, business cards and a portfolio of work I had done.

Years ago my marketing professor was right—you will never market anything more important than yourself. I found that my career took on a whole new meaning as I marketed myself professionally.

I’d love to hear from others who have successfully marketed or branded themselves.

1. Too many people are clamoring for the same few jobs.
2. Only a small minority of those people are doing a good job of marketing themselves.

Having been in a job search myself, I feel great empathy for job seekers. From my personal experience, I’ve learned more about career transitions than I ever cared to know. Therefore, I’m often asked to network with job seekers to help them brainstorm strategies for a job search.

I’m always willing to share what I’ve learned if it can help someone else along the path. Most of my advice, though, can be summarized in the following 10 items:

1. Think of yourself as a “product” to be marketed in a noisy, competitive marketplace.
2. Have a personal marketing plan.
3. Differentiate yourself. I can’t stress this enough. Be memorable. Be unique.
4. Be findable. Create a large digital footprint by using sites such as LinkedIn, Facebook and Google Profiles.
5. Know who you are. Develop an effective “elevator speech” or “30-second commercial.”
6. Know where you are you going. Describe your destination so others can visualize you once you’ve reached your destination.
7. Let people know how they can help. Be specific. Generalities usually do not generate the desired results.
8. Use stories to describe your achievements.
9. Talk about the benefits you offer, not the features described in your resume.
10. Believe in yourself (or no one else will).

Okay, I’ve shared lessons I learned along the pathway, and I’d like to hear from someone who has navigated a career transition. If you’ve successfully emerged from a job search, what did you learn? What worked for you? What advice would you share?

On the other hand, if you have recently hired someone, what additional wisdom would you share with a job seeker?