A job interview is nothing more than an occasion to sell yourself. Recruiters are just customers that need to choose which candidate to hire. Our life is full of moments in which we have to decide what to buy and we know perfectly that several drivers are involved in our decision: quality, price, acquisition ease, etc.
The recruitment process works exactly in the same way – recruiters will hire one candidate over another for several reasons
- Quality – career and previous experiences
- Salary expectations
- Easiness to acquire – relocation needed, visa sponsorship required, etc.
If we only consider these drivers, it would seem that interviews have little or no ability to influence recruiters’ decisions; a candidate would just have to be more qualified, ask for less money or have the right to work in the country where the job is located.
Well, it isn’t exactly like that. There is another driver that guides all customers’ choices, that makes customers spend more money and time on products that aren’t necessarily superior, quality-wise. It is the most important driver in all customers’ choices: the brand! Customers buy brands they love.
It may sound strange but the recruitment process is very similar: to succeed in an interview you have to make your personal brand loved by the people that have to buy (into) you.
How can you do that? Easily, if you follow these simple marketing strategies.
Let’s try to analyse an interview using the 4 P’s of marketing:
• Product: In an interview, you are the product to be sold. One of the basic rules in marketing is having to bear in mind who is your target and create the best product for them. Not surprisingly, this applies to interviews too! You have to know your target, (here are some suggestions) and create a product they will love.
Focus on your skills, strengths, and areas of expertise and relate it to meeting the company’s current need. Then align these with your personality and you have a perfect personal brand.
• Promotion: Creating a personal brand will help you stand out but it isn’t enough if you don’t promote it. Some candidates are perfect for a position but sadly can’t convey this to the relevant recruiter. Engage your target by speaking about your passions and what you have done to pursue them, your strengths, what you did well in your previous experiences and why you will be great for the role.
• Price: Your price is the salary you ask. Your price depends on your competitors (people with your same skills and experience) and on your personal brand. The stronger your brand, the more you can ask (exactly as it happens in marketing with premium prices). But always keep in mind that every customer has a maximum premium price that they will be willing to pay. What to discuss when negotiating your salary? Rich, the founder of Movemeon, gives you couples of his own tips here.
• Place: If a company doesn’t sponsor a visa ( for whatever reasons – e.g. budget, regulations etc.) it is unlikely they will end up hiring someone that needs a visa. For visa sponsor positions, you can use your quality and personal brand to make the company spend more (both in terms of money and time) to have you.
Like our advice? Hear even more at one of our events:
At our last private equity event, we had the pleasure of welcoming 4 private equity professionals to share their experience about the private equity world
Meet the inspiring CEOs of Trouva and LoveCrafts – join Movemeon in London on 22nd June 2017 and find out how they went from consultant to business leader.
At our 1st boutique consulting event with Hunch, CIL, 2020 & Advancy, we heard exclusive perspectives on the unique features of boutiques – read them here