Marketing skills handy for getting hired.


As you start to think about choosing a job, you will not know about all the jobs available in particular industries, but a good starting point is to think about what you enjoy, where your interests lie and what you are good at. The more clearly you know what you like doing, what your talents are and which skills and strengths you want to use in your working life, the easier it is to recognize the opportunities that best suit you.

Once you have an idea of work you would like to do and the industry you would like to work in, it is important to research the jobs available in that industry. Remember you can never do too much research – visit your university careers centre, use search engines or read job adverts like: what jobs would suit me?, industry insights, careers services.

Learning what people actually do on a day-to-day basis is a crucial step in your job search. Understanding jobs is the best way to ensure you make the right decision for you.

You may want to apply your subject-related knowledge and skills directly to the world of work. Ask your university careers service for the results of surveys that provide some insight into what people with your degree have gone on to do. Visit what do graduates do? to view national survey results of what students on your course have pursued. Also, check options with your subject for suggestions about what to do with your degree. It is also essential to write strong applications to persuade a company or organization that you are a good fit for the job.

Learning how to market yourself is a critical skill for all job seekers because it allows you to apply marketing theory to the most important product – yourself. It’s all about a brand called you. The marketing communication department at Columbia College Chicago offers a 15-week course: “Marketing yourself: Job-hunting skills for the rest of your life.” The course prepares students not only for their first, but also for their second and third jobs.

Marketing yourself is a special skill and needs to be addressed over your lifetime.

What’s the advantage of teaching career guidance in a marketing setting? The strong edge it offers is a marketing perspective on finding a job. Another plus: its instructors are marketing professionals who know the exact skills job seekers in any field need to sell themselves to a prospective employer.

All that is a big plus in a slow and challenging job market, where anything that gives you an advantage is needed. And here’s what’s needed, from a marketing perspective: job seekers need to know job hunting is a full-time job, so you have to plan to hunt for one 30 to 40 hours a week. You have to network on a regular basis, use informational interviewing, keep track of your accomplishments and keep a job-search portfolio and everything related to it in one place.

Marketing yourself also is about understanding what you can do for the employer – and what the employer needs. Classes include getting started; self-assessment; job assessment and the exploration of alternative choices such as internships and volunteering. Also included is reassessment of career goals; resumé preparation; development of cover letters; role playing for job interviews; job search strategies; getting interviews; weekly calls to employers and assessing your progress.

“A job search is like launching a new product – it takes focus, concentration and support”, experts say. When manufacturers want to introduce something new, they first do market research, product development and assess the marketplace.

And that’s what job seekers have to do, too.

Learning the ropes about how marketing really works is another important tool in a successful job hunt.


A1. A good starting point (in choosing a job) is to find vacancies.


A2. It is not essential to write an application to persuade a company or organization that you are a good fit for the job.


A3. Marketing yourself is a special skill.


A4. Marketing yourself is about understanding yourself.


A5. It takes much of your time to hunt for a job.


A6. Employer’s needs count first.


A7. A proper market research is important for both manufacturers and job seekers.


Task 2. Choose the correct answer to the following questions:


A8. What is a good starting point in choosing a job?
  A. To make a resolution.
B. To meet your potential employer.
C. To think about where your interests are and what you are good at.
D. To visit a particular company.


A9. Why is it essential to write strong applications?
  A. To ask for a new position.
B. To find out the reason for being declined.
C. To solve the problem of your low salary.
D. To persuade your could be employer that you are the very person for the job.


A10. Why is learning how to market yourself a critical skill for job seekers?
  A. Because it helps you to find a good employer.
B. Because you want to get a higher salary.
C. Because it allows you to apply marketing theory to your own personality.
D. Because it will help you to move to another department.


A11. What is the goal of a “Marketing yourself…” course at the marketing communication department at Columbia College Chicago?
  A. The course prepares students for a number of possible jobs.
B. The course helps graduates to find their first job.
C. The course gives students knowledge in product development.
D. The course teaches how to become a professional marketing instructor.


A12. What is the advantage of teaching career guidance in a marketing setting?
  A. It has little connection with job choosing.
B. It can lead to a high position.
C. It can highlight students’ talents.
D. It offers a marketing perspective on finding a job.


A13. What is marketing yourself?
  A. Marketing yourself is to know yourself.
B. Marketing yourself is a special skill.
C. It is to learn how to introduce yourself in the best way.
D. It is also about understanding your expectations.


Task 3. Match the words from the text with their definitions.


A14. internship a) a written list and description of your education and your previous jobs, that you use when you are looking for a job


A15. résumé / CV b) the activity of deciding how to advertise a product, what price to charge for it, or the type of job in which you do this


A16. cover letter / covering letter c) the period of time when an intern works, or the particular job she/he does


A17. marketing d) the activity of looking for a job


A18. job hunting / search e) a letter that you send with another letter or a package to explain what it is or give more information


Task 4. Study the text and choose the correct variant.


Choosing a good career


One of the most difficult problems a young person (19)__ is deciding what to do about a career. There are individuals, of course, who from the time they are six years old (20)__ that they want to be doctors or pilots or fire fighters, but the majority of us do not get around to making a decision about an occupation or career until somebody (21)__ us to face the problem.

Choosing an occupation (22)__ time, and there are a lot of things you have to think about as you (23)__ to decide what you would like to do. You may find that you will have to take special courses to qualify for a particular kind of work, or may find out that you (24)__ to get some actual work experience to gain enough knowledge to qualify for a particular job.

Fortunately, there are a lot of people you (25)__ to for advice and help in making your decision. At most schools, there are teachers who (26)__ professionally to counsel you and to give detailed information about job qualifications. And you can talk over your ideas with family members and friends who (27)__ always to listen and to offer suggestions. But even if you get other people involved in helping you make a decision, self evaluation (28) an important part of the decision-making process.


A19. 1) is facing 3) faces
2) will face 4) has faced


A20. 1) “will have known” 3) “will know”
2) “were known” 4) “know”


A21. 1) will force 3) forces
2) has forced 4) forced


A22. 1) took 3) takes
2) is taking 4) will be taking


A23. 1) have been tried 3) tried
2) are trying 4) try


A24. 1) will need 3) are needed
2) are needing 4) have need


A25. 1) can turn 3) could have turn
2) could turn 4) would turn


A26. 1) qualify 3) are qualified
2) will qualify 4) will be qualified


A27. 1) are ready 3) is ready
2) has been ready 4) will be ready


A28. 1) is 3) would be
2) is being 4) will have been


Task 5. Study the text and choose the correct variant.


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