Marketing your expertise

Making your expertise visible

The goal in job seeking is to stand out from the other applicants in a positive way, i.e. make the recruiter remember you from among several hundred applications. In traditional job seeking, your CV’s content, light format, clarity, consistency and small effects are enough to make it stand out from the rest, while a thoughtfully written cover letter supports this image. In social media, the main criterion is findability. It is an easy and affordable way to network, but it also requires constant presence and activity.

PLE (Personal Learning Environment)

You can make your expertise visible by compiling a Personal Learning Environment (PLE). PLE usually comprises tools provided by social media and may include learning exercises, your thesis process, networks, hobbies, references, a video CV and work history, for example. PLE allows you to brand yourself in networks by linking it to your LinkedIn profile and various employment services, for example.


Personal branding

After verbalising and making your expertise visible, you must also know how to sell your personal expertise on the labour market. A personal brand is a tool for marketing your own expertise. Those who have an effective brand are able to market and promote themselves efficiently. Personal branding works the same way as the conceptualisation, commercialisation and productisation of services. Every one of us is a personal brand, whether we want to be or not.

A good job application has a scheme and a hook

When preparing a job application, keep these two things in mind: scheme and hook. A scheme tells the employer about the applicant’s expertise in relation to the job advertisement. It explains your strengths and successes in your work history in relation to the position you are applying for. Make sure that everything is in a logical order.
A hook is something that makes you stand out from the other applicants. For example, if you’re applying to work at a bakery, why not bring your application in person together with fresh baked goods? Or if you’re trying to enter the creative industry, you could very well stand out with an application that has a slightly different visual design. Let your personality show!

Personal branding

Video application

A video application may sound terrifying, but you can get through it with careful preparation, even if you have no prior experience with them. The most important thing is to be yourself!
First read to the questions and instructions and then take a moment to consider your answers. A good video application is not overly long. Some preliminary ‘drafting’ will help you with your answers. If your video answer is too short, it doesn’t tell the employer enough, while an answer of suitable length tells them that the applicant is able to summarise their message.

If you want to make your own recruitment video, you can utilise job interview tips, the 5 most common job interview questions and other sources in making your content. A clearly stated, brief and pithy elevator pitch is also usually effective by itself in social media.

More visual job application

Elevator pitch

An elevator pitch means selling and marketing expertise. Job seekers must capsulise their competitive edge in a two-minute pitch. Your own expertise, experience, personality and usefulness are wrapped up and offered on a silver plate to an employer who is looking for the best expert. Job seeking is selling.

Impressive resume, i.e. CV

Making a website is now very easy, and with little effort you can create a completely unique CV that is sure to stand out from the rest. No coding skills needed! If you don’t know where to start, here’s a tip: search for other people’s CVs with a search engine to get inspiration and ideas.


Open Badges

Digital skills badges, i.e. Open Badges, are a new way to make your skills visible online. With them, you can demonstrate your special skills and vocational expertise. For example, you can attach an Open Badge to your PLE or portfolio or share it on social media services, such as LinkedIn, Facebook, Twitter or Google+.

An Open Badge is an electronic certificate that can be granted by a range of parties, such as educational institutions, communities and employers. You can also obtain Open Badges from e-learning courses. Open Badge is an open standard developed by Mozilla and the large community of developers it supports. Each badge contains metadata that describes the skills required to get the badge.