Your marketing may be incomplete when you focus too much or exclusively on only some, but not all, of the four main elements of your marketing campaign:
- Résumé
- Cover letter
- Networking pitch
- Online profile
Prospective employers often favor some elements more than the others, but you do not know which employer favors which element, so you have to be strong across the board.
Many job seekers spend a lot of time on the résumé, but not as much time on the cover letter or other correspondence. If your overall package is not consistent, you will lose out if a prospective employer happens to weigh the cover letter most heavily. Some job seekers do not have any online presence. If you do not have an online profile, and recruiters are looking for you online, then they will not find you. If you are not getting enough interviews, your marketing is not getting through to prospective employers.
Review your marketing to ensure that you have both a strong résumé and online profile, that cover letters and all your correspondence are effective, and that you have a compelling and memorable networking pitch.
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