| GEICO is a pretty quirky insurance company. Many | | | | company) to telling/showing you how much money |
| people don't know this, but it actually stands for | | | | you'll save by switching to GEICO. Why? Because |
| Government Employees Insurance Company-and | | | | that is what's on everyone's mind these days-how |
| started out targeting only U.S. Government | | | | can they save money? |
| employees and military personnel. Just an interesting | | | | Does your resume speak to the problems that are |
| factoid. Back to our regularly scheduled article. | | | | on an employer's mind? A little research on the |
| If you're a pretty avid (or even casual) TV watcher | | | | industry, even specifically how the economy could be |
| in the U.S. I'm sure you've seen the GEICO TV | | | | affecting a particular company-gives you a way to |
| commercials, but have you consciously realized that | | | | position yourself in your cover letter and on your |
| they're running several different campaigns | | | | resume. Your materials will stand out from the pile if |
| simultaneously? | | | | the hiring manager feels like you understand their pain |
| They have their signature mascot: the little green | | | | and can help them face the challenge. |
| gecko ads, which has run the same time as the | | | | Also, from looking at the GEICO ads, you'd think that |
| Caveman ads, and now they're pairing the gecko ads | | | | they only offered car insurance (or at least that was |
| with a campaign showing a beady-eyed pile of | | | | my impression)-but when I went to their website, I |
| money. It's the same company, they sell insurance, | | | | saw that they also offer motorcycle, renters, |
| but they typically run 2 very different ad campaigns | | | | umbrella, condo, RV, overseas, life insurance and |
| simultaneously. | | | | even ATV insurance. However, their message in the |
| What's up with this? Let's look at the messages of | | | | market is simple, they sell insurance. They don't get |
| the ads: The green gecko plays off the gecko | | | | bogged down promoting specific products that you |
| GEICO name-he's their mascot-their brand. When | | | | may never be interested in, they want you to visit |
| people see the gecko-they automatically associate it | | | | their site and find what type of insurance you need. |
| with GEICO. As a jobseeker-how have you "branded" | | | | I'm guessing that if their mass-message was to |
| yourself? What mental hooks have you put in | | | | promote their ATV insurance (a very niche product) |
| people's minds that they automatically associate with | | | | that they could get labeled that way, and lose out on |
| you? If you're looking for a market research | | | | customers who need other types of insurance. So |
| position-have you "trained" your network to send | | | | they keep their messaging and branding broad in the |
| you any and all opportunities related to market | | | | marketplace to not inadvertently get labeled that |
| research because they have such a clear association | | | | way. |
| between anything market research and you? | | | | So for jobseekers-when you're talking to people |
| To help with this, I recommend talking about your | | | | about your experience and job you're looking for, |
| job as "I'm the person who..." This gives people | | | | don't get bogged down in specifics. Save the |
| something to relate to and remember you by. They | | | | specifics for the resume, which is targeted to the |
| can picture you doing something, so when they hear | | | | position you want. |
| about jobs that sound like you'd be doing something | | | | The takeaway: Like GEICO-keep your message clear, |
| similar-they can forward them to you. | | | | uncluttered and memorable when talking about |
| The Caveman series-with the tagline "So easy a | | | | yourself. When sending a resume for a specific |
| caveman could do it" wanted people to check out | | | | position-highlight exactly how you will help them and |
| and see how easy it was to use. Now that the | | | | what "niche" talents you offer. |
| economy has tanked, they have switched their | | | | And definitely let me know if you use a mascot for |
| messaging (along with just about every other | | | | your job search. |