With an economy in turmoil, today’s job seekers face challenges that include downsizing, mergers and bankruptcies. It’s not an easy time to begin a career. Job seekers must be very creative and determined in their job search strategies. Now, more than ever, they should use multiple self-marketing strategies to showcase their unique potential—their “edge”—to employers.
Finding self-marketing strategies that work means learning about yourself and others, and how each component of the job search process is connected. Looking for a job is about much more than taking 20 minutes to prepare a resume and cover letter. A targeted job search begins with taking time to become aware of skills, abilities and knowledge that go beyond what is communicated in your cover letter, resume and job interview.
For job seekers who are changing careers, a portfolio is one marketing strategy they can use to present the blend of knowledge, skills and
abilities that they have developed and refined through academic and workplace learning. A career portfolio outlines learning that you can transfer to other contexts. As we tell undergraduates, “You have to know yourself in order to sell yourself.”
Process leads to product
The key to creating a portfolio is taking time to reflect. By answering the question “so what?” as they develop their portfolio, job seekers prepare to articulate and communicate their edge. By reflecting, they can explore personal qualities and learning that they can market as job skills. Once the portfolio is ready, the job seeker has at his or her fingertips specific examples of abilities that they can transfer to new opportunities. Also, a better sense of self makes it easier to answer interview questions clearly and concisely.
Reflection means, in part, answering these questions: what, so what, now what, why and how? They may seem like simple questions, but they are difficult to answer. These questions call for soul searching: job seekers must admit to both their skills and the things they lack. In our busy lives, we often do not give ourselves time to answer the “why” and “so what” questions. For example, when reflecting on why they want to be teachers, candidates should be able to offer more than an exuberant “I love kids!”
A Portfolio: What it is and what it is not
A portfolio is not everything you’ve done since elementary school. It is not a pile of unrelated and unorganized life events and achievements. Rather, it is a place to reflect on previous experiences to assess positive and negative learning. The quality of the content is much more important than the quantity.
When developing a portfolio, you must know its purpose and audience. Select meaningful artifacts that speak to the job opportunity and the industry. Through reflecting, you can identify the experiences and thinking that have led you to the employer’s door. For example, a portfolio created by a new teacher candidate may contain specific and creative examples that weave together teaching philosophy, curriculum design, personal values and personality. In contrast, a budding journalist may include samples of work that show the candidate’s skill in writing for different types of publications.
The Portfolio of Today and Tomorrow
What does a portfolio look like? Some people might picture a three-ring binder filled with bulging plastic sleeves, but the possibilities are endless. Social networking, presentation and movie software have brought the portfolio into the 21st century. These technologies have provided both job seekers and employers with flexible and timely ways to tell others about what they have to offer. Storage and retrieval options provided by website hosting, USB drives and DVDs have improved the timeliness and portability of information sharing.
The three-ring binder is still useful in certain contexts. Some artifacts may lose their impact when digitized. Depending on the audience, the tactile experience of documentation can highlight creativity and imagination. For example, a crumpled and sticky thank-you note from a child in Grade 1 may have more impact than its scanned image.
Starting with quality content is essential, but your ability to use the technology effectively is crucial, too. Your use of the media itself can show your technical skill. Make sure you think about access to personal information and privacy, software compatibility and hardware issues.
Marketing your Edge
Once you have an understanding of yourself, your experience and your potential, you are ready to market yourself to employers. Effective marketing means giving consistent messages and concrete evidence of quality. Confidence and the ability to express yourself clearly translate into success. But how do you market yourself? Here are a few ideas to get you started:
- Research the industry to find out about trends and opportunities. Make a list of key words, qualifications and points of contact.
- Reflect on which of your personal qualities and skills match the opportunity. Identify strengths and gaps.
- Target your portfolio to the purpose and audience by selecting documentation that is relevant to the position or organization. Be prepared to spend time rebuilding the portfolio for each new application you submit.
- Present a concise package that is free of errors. Follow up within a few weeks and communicate the value of the portfolio’s content as proof of your qualifications.
Now What?
Some employers may not be familiar with the concept of a career portfolio as a tool that job seekers use. This situation gives job seekers the opportunity to market themselves even more. By gearing their portfolio to a specific position, they show that they can reflect critically, research efficiently, analyze appropriately and communicate clearly. Confident and competent job seekers who know their edge will stand out from the rest of the crowd. CO
Wendy L. Kraglund-Gauthier, B.A., B.Ed., MAdEd. is a Ph.D. candidate and an Instructional Designer/Editor, Continuing and Distance Education at St. Francis Xavier University in Antigonish, Nova Scotia.
Jane MacDonald, M.L.I.S., MAdEd., is Manager, Co-operative Education Program and Student Career Centre, St. Francis Xavier University.
