What the Fashion Cycle Can Teach You About Marketing Yourself in Your Industry
The under-utilized way to stand out from the competition
The under-utilized way to stand out from the competition
How do you get a job 97% faster than everyone else? With 15 times less effort?
As Gary Vaynerchuk says, “you need to ‘zig’ while everyone is ‘zagging’.”
In this article, I’ll share the exact advice I gave a friend’s wife to go from unemployed to employed, with a competitive salary, within 24 hours.
Getting a Job Is Marketing
Selling a sofa on Facebook is marketing. Getting rid of your old car via a hand-written sign in the window — that’s marketing.
So why don’t people see “getting a job” as an opportunity for effective marketing?
It’s because people don’t see themselves as products… but to get a job you have to sell yourself. You are the commodity.
The only question is, in a sea of good candidates, how do you stand out?
Marketing and Fashion Cycles
Above is a very simplified realization of how trends work in the fashion industry. It’s basic, but illustrates how:
Things become vogue and lots of people buy/wear them.
Those who want to stand out, can’t, so they stop wearing that particular style.
It becomes outdated as everyone dives on the next trend and leaves room for others to revive it with their attention again.
The same thing applies to marketing tactics and their effectiveness.
So what’s my point… how can you “stand out” to get the job?
You need to be marketing yourself how others aren’t.
A friend’s wife spent five weeks unemployed, and in that time, she applied for 75 positions online.
Out of those 75 applications, she was offered an interview four times.
That’s a 5.3333% conversion rate for interviews. Unfortunately, 0% when it came to getting the job.
What was her issue?
Each job was in so much demand that hundreds of applicants were applying online for each individual role.
However, how many people were applying in person? Not many drove down to the business they wanted to work for, asked for the manager, and personally handed a resume or CV in. I guarantee it.
In a sea of a few hundred applicants, it’s the fish who jumps out of the water and smacks you in the face that gets your attention.
My Advice, Her Action, and Startling Results
I told her to print off a few CVs (resumes, to those across the pond) and drive to a few local businesses. Places she’s wanted to work.
Then speak to the manager or owner and say this:
Hello, I’m <insert name>,
I wanted to come in personally and give you a CV in case you had any employment opportunities open right now.
I’m trained/qualified in<<list 3 or 4 of your best skills>> and I’m currently looking for a new position after recently finishing a short-term contract.
The good news, I’m available immediately if you believe I’m suitable for the positions you’re looking to fill.
If not, I’ll leave my CV with you for future openings.
After handing out 5 CVs (resumes), she had been offered two interviews. One right there, on the spot.
That’s a 40% conversion rate on applications to interviews, with 15 times fewer applications.
The good news is, the second interview scheduled for the next day resulted in a full-time contract.
That’s a 20% conversion rate from applications to employment — all within 24 hours.
Overwhelming when you consider she’d been unsuccessful for five whole weeks before that.
Her confidence and effort to show up in-person was enough to show the potential employer she was different from many other applicants.
Finding employment can’t be a numbers game. It can’t be left to chance.
You need to do what you can to stand out and right now, face-to-face applying is something people aren’t doing. It’s a marketing tactic for selling yourself.
Get on it before everyone else does.