Resume positioning and integrated communications

"This years placement season is a mass market operation" : Quote by Ajit Rangnekar.

Given this, think of your self as a product being sold to a heterogenous set of buyers A.K.A recuiters. In any competitve scenario, the buyers wants the best price for the product in the category, unless he/she derives additional value out of it.

Basically means that you need to be percieved to produce additional value to the recruiter.

Now, we can look at the problem through the Awareness - Knowledge - liking - conviction - purchase continuum : as the process of shortlisting.

Your resume is your ultimate communications vehicle and a well written, customized resume may land you multiple shortlists i.e high trial rate.However, in the typical brand share model, actual repeat purchase i.e 2nd and 3rd interviews happen only if the product attributes actually add value to the consumer/recruiter.Even this can be managed to large extent by customized communication, but in the long term product-customer fit is essential for either party to apropriate value

Also, if you spread your applications too thin across segments, you wont have an integrated communications strategy and can have a very low probability of success.

The placement week can be thought of as a large market place trying to match a heterogenous batch of students with a even more heterogenous set of recruiters and that is the key difference between a regular market operation and placement season.No real world markets take resonsibility for complete customer satisfaction, but they merely provide a convenient way for buyers and sellers to interact.

Having defined this entire issue from a marketing standpoint, i feel no less at ease with the process......Iam like......Lets get it over with as soon as possible!!!

G'nite.....