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Rethink Your Job Search Strategy: Think Like a Marketer

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Impress Your Interviewer with Your Questions — Part 1

Most people start looking for a job out of necessity (e.g., laid off, fired, their job was outsourced, the business closed) without a plan of action or any sense of direction, applying haphazardly to jobs posted online, in panic-like mode.

Furthermore, most job seekers do not view a job search as a marketing campaign. If they did, they would succeed much sooner in their job search, landing a job aligned with their skills, career goals, and “would-like” compensation.

Marketing is all about strategic, tactical positioning.

As a job seeker, you are an expensive product that needs to convince employers that you will solve a problem the company has and earn your keep.

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Like any valuable product, you need solid positioning and a go-to-market strategy. A marketing strategy is guided by five Ps:

  1. Product
  2. Price
  3. Promotion
  4. Place
  5. People

 

Similar to a marketing strategy, a successful job search strategy has its own five Ps:

  1. Positioning
  2. Process
  3. Persistence
  4. Presentation
  5. Personality

 

“Don’t just accept whatever comes your way in life. You were born to win; you were born for greatness; you were created to be a champion in life.” — Joel Osteen, American preacher, televangelist, and businessman.

I have yet to meet a job seeker who would not benefit from mapping out some concrete steps, with milestones, that will actually lead them to the employer and job they want rather than simply accepting the job they happen to get, which is the case for most job seekers, and why many employees are unhappy. (They are in the wrong room.)

Using the five Ps of a successful job search strategy, you can create and execute a job search strategy that will yield the results you desire.

  1. Positioning

Before you begin your job search (networking, reaching out to employers, submitting applications), identify what makes you valuable to an employer. In other words, answer the question: Why should an employer hire you?

Create a unique value proposition (UPS) that will differentiate you from other job applicants. Carefully review the job requirements and the employer’s culture. Assess how your skills and experience match the job requirements and how you are a “fit.”

  1. Process

Hunting for a job requires strategic thinking. Rather than simply applying to job listings, focus on companies you want to work for. With so much churn happening these days, your preferred employer likely has some openings, giving you a chance to get your foot in the door. If there are no current openings, introduce yourself—and then maintain regular contact—along with your background and what value you can bring to the person overseeing the department you would like to work for so your name will be top of mind when an opening does arise. (A job search is a marathon, not a sprint.)

Do your homework on your target employers (e.g., their market, their competitors, and what pains they are experiencing). Obtain information that will impress a hiring manager.

  1. Persistence

Top talent can spend six months to a year job hunting before they land an ideal (keyword) offer. Job searching requires lots of stamina!

The trick to staying motivated? Set small, attainable goals and milestones to make you feel like you are making progress. For example, attend one networking event per week and establish one professional relationship.

  1. Presentation

I am all about the elevator speech. Give me a brief overview of who you are, what you do, and what value you can offer. Sadly, many job seekers boast about their abilities without giving concrete examples.

“Hello, my name is [your name]. I’m a digital marketing specialist and have been working in agencies for the past five years. I’ve helped [number] clients streamline their digital marketing strategies and increase their revenue on average by X%. I’m now looking to apply my skills and knowledge within a healthcare organization.”

Your elevator speech should not exceed 60 seconds.

The importance of being comfortable with your elevator speech cannot be overstated. Record a video of yourself to see and access your body language. Eye contact, hand motions, posture, and tone of voice are all critical nonverbal cues during a job interview.

  1. Personality

Present yourself to your interviewer as a person, not just as a professional. Hiring managers rarely hire solely based on a candidate’s credentials. This is why they often ask about a candidate’s personality along with making their own judgment.

Consider how your personality traits relate to the position you are interviewing for. For example, for a customer service job, you might say, “I’m a problem-solver by nature. My immediate goal when I speak to a customer is to resolve their issue as quickly and efficiently as possible.” For an administrative assistant job, “I’ve always been an extremely organized person, a skill that served me well in my last job, where my attention to detail helped save the company ten percent on a major account.”

When looking for a job, consider how you see yourself. See yourself as a solution to an employer’s problem. Market yourself as a solution. Think like a marketer!

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Nick Kossovan, a well-seasoned veteran of the corporate landscape, offers “unsweetened” job search advice. You can send Nick your questions to artoffindingwork@gmail.com.

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Gas prices in the Thompson Okanagan jumped by 7 cents a litre, days before the next carbon tax increase – Vernon News – Castanet.net

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Some area gas stations are not waiting until April 1 to crank up the price of gas.

On April Fools Day, the federal Liberals will be increasing the controversial carbon tax, which will directly impact the price at the pump.

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However, overnight, several Thompson Okanagan gas stations have already increased the price, selling the liquid gold for 174.9.

In January, gas was selling for a ‘mere’ 143.9 cents a litre. The latest hike is a whopping 31-cent-a-litre increase in just three months.

And the price of petrol is guaranteed to go up again when the carbon tax increase is implemented on Monday.

Kelowna drivers are also paying more at the pump today, with the majority of stations raising the price to 174.9.

As of 9:30 Thursday morning, the Co-op stations on Rutland and Sexsmith roads were at 168.9 as was the Costco gas station.

Several Vernon stations are holding at 167.9.

In Penticton, motorists are also paying more, with the price at the majority of stations hitting the 174.9 mark.

Kamloops drivers are also taking a hit to the wallet with gas in the Thompson community also selling for 174.9.

The Kamloops Costco was the cheapest in the city at 161.9 cents a litre.

Enderby continues to have some of the cheapest gas in the region at 165.9, however the Esso in Tappen has them all beat at 157.9.

Gas in Vancouver has crested the $2 a litre mark, sitting at 202.9 cents a litre.

And as usual, Calgary motorists are paying significantly less than their BC counterparts, filling up for 154.9 cents a litre.

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Calgary breaks all-time record in housing starts but increasing demand keeps inventory low – CBC.ca

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Soaring housing demands in Calgary led to an all-time record for new residential builds last year, but inventory levels of completed and unsold units remained low due to demand outpacing supply.

According to the latest report from Canada Mortgage and Housing Corporation (CMHC), total housing starts increased by 13 per cent in Calgary, reaching a total of 19,579 units with growth across all dwelling types in the city.

That compares to a decline of 0.5 per cent overall for housing starts in the six major Canadian cities surveyed by CMHC.

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Calgary also had the highest housing starts by population.

“Part of the reason why we think that might have happened is that developers are responding to low vacancies in the rental market,” said Adebola Omosola, a housing economics specialist with CMHC.

“The population of Calgary is still growing, a record number of people moved here last year, and we still expect that to remain at least in the short term.”

Earlier this year, the Calgary Real Estate Board also predicted that demand, especially for rental apartments, wouldn’t let up any time soon. 

Industry can cope with demand, expert says

According to numbers from the report, average construction times were higher in 2023 for all dwelling types except for apartments.

The agency’s report suggests the increase in the number of under-construction residential projects might mean builders are operating at or near full capacity.

However, there’s optimism the construction industry can match the increasing need.

Brian Hahn, CEO of BILD Calgary Region, said despite concerns around about construction costs, project timelines and labour shortages, the industry has kept up with the demand for new builds.

Demand is expected to remain robust, but the construction industry can keep up, according to BILD Calgary region CEO Brian Hahn.
Demand is expected to remain robust, but the construction industry can keep up, according to BILD Calgary Region chief executive officer Brian Hahn. (Shaun Best/Reuters)

“I’ve heard that kind of conversation at the end of 2022 and I heard it in 2023,” Hahn said.

“Yet here we are early in 2024, and January and February were record numbers again.”

Hahn added he believes the current pace of construction will continue for at least the next six months and that the industry is looking at initiatives to attract more people to the trades.

Increase in row house and apartment construction

Construction growth was largely driven by new apartment projects, making up almost half of the housing starts in Calgary in 2023.

The federal housing agency says 9,034 apartment units were started that year, an increase of 17 per cent from the previous year. Of those, about 54 per cent were purpose-built rentals.

Apartments made up around two-thirds of all units under construction, CMHC said, with the total number of units under construction reaching 23,473.

Growth, however, was seen across all dwelling types. Row homes increased by 34 per cent from the previous year while groundbreaking on single-detached homes grew by two per cent.

“Notwithstanding challenges, our members and the industry counterparts that support them managed to produce a record amount of starts and completions,” Hahn said.

“I have little doubt that the industry will do their very best to keep pace at those levels.”

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Ottawa real estate: House starts down, apartments up in 2023 – CTV News Ottawa

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Rental housing dominated construction in Ottawa last year, according to a new report from the Canada Mortgage and Housing Corporation (CMHC).

Residential construction declined significantly in 2023, with housing starts dropping to 9,245 units, a 19.5 per cent decline from the record high observed in 2022. But while single-detached and row housing starts fell compared to 2022, new construction for rental units and condominiums rose.

“There’s been a shift toward rental construction over the past two years. Rental housing starts made up nearly one third of total starts in 2023, close to double the average of the previous five years,” the report stated.

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Apartment starts reached their highest level since the 1970s.

“The trend toward rental and condominium apartment construction follows increased demand in these market segments due to population growth, households looking for affordable options, and some seniors downsizing to smaller units,” the CMHC said.

Demand from international migration and students, the high cost of home ownership, and people moving to Ottawa from other parts of Ontario were the main drivers for rental housing starts in 2023. The CMHC says rental and condominium apartment starts made up 63 per cent of total starts in 2023, compared to the average of 37 per cent for the period 2018-2022.

There was a modest increase in rental housing starts in 2023 over the record-high seen the year prior and a jump in new condominiums. The report shows 5,846 new apartments were built in Ottawa last year, up 2.1 per cent compared to 2022.

Housing starts in Ottawa by year. (CMHC)

Big demand for condos

The CMHC said condo starts reached a new high in 2023, increasing 3 per cent from 2022 numbers.

“As of the end of 2023, there were only 13 completed and unsold condominium units, highlighting continued demand for new units,” the CMHC said.

Condominum starts increased in areas such as Chinatown, Hintonburg, Vanier and Alta Vista, as well as some suburban areas like Kanata, Stittsville, and western Orléans. Condo apartment construction declined in denser parts of the city like downtown, Lowertown and Centretown, the report says.

Taller buildings are also becoming more common, as the cranes dotting the skyline can attest. The CMHC notes that buildings with more than 20 storeys accounted for nearly 10 per cent of apartment structure starts in 2022 and 2023, compared to an average of 2 per cent over the 2017-2021 period. The number of units per building also rose 7 per cent compared to 2022.

Apartment building heights in Ottawa by year. (CMHC)

Single-detached home construction down significantly

The number of new single-detached homes built in Ottawa last year was the lowest level seen in the city since the mid 1990s, CMHC said.

“The Ottawa area experienced a slowdown in residential construction in 2023, driven by a significant decline in single-detached and row housing starts,” the CMHC said.

Single-detached housing starts were down 45 per cent compared to 2022. Row house starts dropped by 38 per cent compared to 2022, marking a third year of declines in a row.

“Demand for single-detached and row houses also declined in 2023. Higher mortgage rates and home prices have led to a shift in demand toward more affordable rental and condominium units,” the report said.

There were 1,535 single-detached housing starts in Ottawa last year, 208 new semi-detached homes and 1,678 new row houses.

The majority of single-detached and row housing starts were built in suburban communities such as Barrhaven, Stittsville, Kanata, Orléans and rural parts of the city.

“Increased construction costs resulting from higher financing rates and inflation that occurred in 2022 and 2023 contributed to the decline in construction in the region,” the CMHC said. 

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