For years, everyone looked for a job the same way--mail a resume (using stamps and an envelope!) to a few headhunters, send it on to a few trusted colleagues and apply for vacancies advertised in the Sunday paper. For the most part, it worked.

What most job seekers have yet to realize is that the Internet changed everything. The Web was supposed to make job search easier for applicants and smoother for recruiters--it didn't. Instead, it encouraged everyone and his brother to apply for every vacancy, regardless of qualifications or location. (It's much easier to hit the "send" button on an email than to mail out a resume.) As a result, recruiters were deluged with resumes and began to employ new technologies in order to ensure one thing: that they didn't have to look at your resume unless the computer said you were a perfect fit.

The result is that most resumes are not even read--that's why it sometimes feels as though you're sending resumes into a black hole. Faced with this dilemma, most people don't change their strategy--they just send out more resumes and apply for more jobs. The only problem? It doesn't work.

If doing what you've always done doesn't work, what does?

Doing something new!

The marketplace has changed and it's not going back to the way it used to be. Hundreds, sometimes thousands, of people are fighting for each position. If you do exactly what they're doing, you won't be noticed.

I recommend an entirely new approach to your job search: Stop applying for jobs and start positioning yourself for success. I've developed a 5-step process to help you make this shift from job search to career marketing:

• Identify your target market
• Understand their problems/concerns/opportunities
• Define your own unique value
• Create marketing materials that clearly communicate the fit between your value proposition and the company's needs
• Find a way to get your marketing materials in front of your target market

1. Identify your target market (who are you talking to?)

You cannot market yourself effectively unless you have an audience in mind. A Fortune 500 consumer goods company values different skills than a family-owned entertainment business. A company looking for a marketing executive doesn't care that you also have a technology background (unless you are applying to market technology products).

If you have more than one target, you'll need more than one marketing strategy.

2. Understand their issues and opportunities (what's their problem?)

Why do these companies hire someone like you? What problems do they face? What new opportunities do they have? You will know some of this from your own experience, of course, but you can also tell a lot from a job posting or job description. You should also research trade publications and industry websites. Knowledge really is power when it comes to positioning yourself for success.

3. Know your own unique value (what's so special about you?)

Do you know what makes you different from your competitors? What makes you uniquely qualified to help your target companies solve their problems? If you can't articulate this, you must spend quality time on this stage and carefully analyze your background to define your value proposition. This is critical to creating effective marketing materials. Once you understand what's special about you, you can start to convince others.

4. Your marketing materials (putting it all together)

A few years ago, it was enough to create a nice-looking resume and send it to the HR department. Because the Internet has exploded competition, you need to set yourself apart with a comprehensive suite of marketing materials. You still need a resume, but you should go further. You'll need cover letters that present a compelling pitch, a shorter version of your resume for networking and - perhaps most importantly in this changing market--you'll get great mileage out of a web resume/web portfolio. This will differentiate you from those other candidates using only a resume and will convince your audience that you are better than the other 500 people in the resume pile.

5. Reaching the right people (getting the word out)

For the reason outlined earlier, many recruiters and HR departments have stopped reviewing resumes from unknown candidates. Even when a job is posted, recruiters rarely look at all the submissions and--if you're relying on a database to spot that you're a great fit--good luck!

That's why a carefully targeted search will always yield better results than simply applying online and waiting for interviews. You must use online job postings as a starting point but go further than your competition. TheLadders.com advertises many great opportunities every week--put yourself ahead of the pack by networking your way into those companies. If that's not possible, find the name of an executive and send your resume directly to that person. By all means apply online, but don't stop there.

Summary

Job search is hard work. It requires dedication, commitment and a systematic approach to differentiating yourself in the marketplace. It's simply not enough to apply for vacancies and wait for the call. You need to find ways to separate yourself at every stage of your search.

For More Information

It's impossible to tell you everything you need to know in one short article, but if you would like to learn more developing effective career marketing materials, download a free guide.