By Kent Johnson

Okay, so you've decided that it's time to take the plunge and start making that new career you've been dreaming of a reality. You've identified your core values and life purpose, you've matched those up with your skills and interests, and you've taken the necessary courses or gotten a degree. You're all primed to hit the job market, perhaps for the first time in decades.

So now what, you ask.  Well, it's a good idea to think of a job search in terms of marketing yourself. Just as a business needs to market itself effectively in order to gain new customers and turn a profit, a person changing careers will also need to network and get the word out to prospective employers (or lenders, prospective clients, and prospective partners if you're going freelance or starting your own business).

It's a good idea for new career seekers to start with a marketing plan.  First identify the place or industry where you'd like to work, then try to get the names of the person in that company who does the hiring (there many be more than one).  Then draw up your plan of action: how you'll go about getting an interview, how you'll get your resume, cover letter, or portfolio prepared, how many companies to target, how long to target one company before moving onto the next one, how to prepare a business plan if you're seeking a loan, etc.

Just as you would never think of building a house without a good set of blueprints, you should never launch a new career without a solid plan in place as to how you'll achieve that goal. Where do you see yourself in a year? In 3 years? In 5 years?  Once you have a good idea of where you're going, you can start planning as to how you're going to get there. 

Just remember, with any career search, persistence pays. It’s often said that timing is everything, and while you can’t control timing, you can resolve to be persistent in your attempts to make yourself known to the people at the company you're targeting. When a position becomes available, the company may call--or if you're lucky, it may even create a job for you.

If you're having trouble identifying prospective employers, you might want to get creative in your search. Here are some tips to 
hints to get you started:

• Only go after targeted prospects. Don't waste time targeting companies that are unlikely to hire you. Learn to focus on prospective employers who are looking for what you have to offer.
  

• For leads, check local newspapers, business periodicals, industry publications and employment reference guides at your local library.
  

• If you're interested in freelancing, look at trade journals and specialty publications put out by local organizations in your target industry.  Many times you'll come across professionals seeking assistants or apprentices in these publications.
  

• If you're seeking career opportunities in another city or state, check out the America’s Job Bank listings on the Internet, at a One-Stop Center or one of the Employment Services
  

• Network. Meet and talk to people working in the field that interests you. Hand out your business card (you do have one, right?) And don't be afraid to ask for advice and guidance--most people will be flattered that you’re interested.
  

• If you're looking to hook up with others in your target career field,  you can attend job fairs, and find and use resources such as networking groups and professional seminars.  Look for leads in the current issue of National
  Business Employment Weekly at your library. Also try your local Chamber of Commerce, Small Business Administration, community college career placement center, and professional organizations in your target field.
  

• Get the word out. Marketing yourself means letting everyone who can help you know that you're looking to break into a new career field. And I'm not just talking about prospective employers. You also need to get the word out among family, friends, and fellow members of
  professional organizations. You never know who could get you that all important interview, and most employers prefer to hire someone personally recommended or
  known by someone they trust and respect. And if you’re persistent (without being pushy), when a spot does open up or a new one's created, your name may come to mind.
  

• Launch a direct mail campaign. Once you have a good resume and cover, make a list of possible employers, and start mailing to them.  And always follow up a few days later with a phone call. Remember: you're resume isn't meant to get you the job, it's meant to get you that all important interview.  Then, of course, the rest is up to you! 

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