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Life after layoff; a marketer’s plan.

Written by: Joe Gagliano

Article Overview: When the ax falls you need to keep your wits. Marketing people should be better equipped to bounce back by using skills they already possess. The point of this brief article is that instead of turning to HR for guidance, marketers should utilize their promotional know-how to overcome the debilitating blow of a layoff.

Life after layoff; a marketer’s plan.

The stigma of losing a job can be devastating, but in the current economic climate one may take solace in the fact that skill and ability are not necessarily contributing factors. When a ship starts to sink, even the captain is at risk. As one who has been both a winner and a loser in the downsizing stakes, I can make recommendations to help others weather the storm - not from the human resources angle, but from the vantage point of a marketer and promoter. 1. Don't burn your bridges.

Whatever you do, don't storm into the boss's office and give him or her a piece of your mind. Some idiotic companies have even resorted to emails to inform their employees that they're no longer needed, but as one of those employees you should check your anger. Instead, immediately begin planning your comeback strategy. Your boss can be a pivotal point in this strategy. Remember, laying off people is no fun, even if you think your boss is an oaf. So take your dismissal as graciously as you can, and if you talk to your boss thank him for his past support and hint that you may need his help in your job search.

2. Think of yourself as a client in a marketing campaign.

Low self-esteem may creep into your thoughts, but pay no attention. Imagine that you are creating a campaign for a client - yourself - with the best product in the world. Use the Internet to create a persona that is an expert in his or her field by crafting a professional web page or blog (or both), write and place articles, issue press releases, be present on the social websites - Linkedin is a good place to start.

3. Network, network, network.

Forget about who your friends are and don't be afraid to drop names, because you don't know for sure who your allies are. It's not uncommon for people you barely know to have a high opinion of you, while other you consider your friends... Early in my career I wrote a press release for a CFO; I didn't know until much later that he was so pleased with the effort that he never stopped singing my praises, and helped me survive a major layoff. As an aside, you would do well to inform people you intend to use as reference, and get their permission.

4. Biographies and resumes.

Resumes are fine when you get to the HR office, but I would submit that biographies are better to get you there. In a biography you can be creative, you can dispense with the chronology of events, you can drive home the positives. Unfortunately, most employers seem to want to see a resume as a first step towards an interview, so that they can automatically sift through the deluge of paperwork. Your task is to create a strategy for both resumes and bios (careful when editing you resume for a particular position - never give the impression that you've mechanized the process).

5. Be seen, be heard, look successful.

Look at how political campaigns are conducted. The winning candidate always looks fresh, has all the answers, and never, ever seems to be at a loss for words. That smile may look a bit strained at times, but it's better than a lingering frown. Going out into the world is essential. Go to trade shows, participate in lecture tours and seminars, meet with friends and acquaintances for a cup of coffee. Sitting in front of your computer is okay for the grunt work, but you have to go out and meet people.

You can doubtless construct a plan that suits your particular niche, but the idea is to apply the skill you already own to finding a new position. The advice from HR people is perfectly valid, but it can be self-serving at times. How many different opinions have you heard about the construction of a resume? So, even though HR counsel is valuable, use it as part of your own campaign - be a marketer first.

Related Articles
  Navigating Career Change Understanding the Six Phases of Change
  Self-Esteem after a Layoff
  ‘6 things you MUST-DO to ensure your family survives a job loss’
  Social Media Gains Momentum for B2B Marketers
  What You Need To Know Before You Terminate

Article Tags: Downsizing, Finding A Job, Layoff, Self-promotion



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