Career marketing is digital, social, and mobile. Disruptive technology has altered how job seekers design and distribute career marketing collateral and how employers source and screen talent. Modern résumés now include trackable links, “search me” buttons, and QR codes. Social profiles, micro résumés, ASCII résumés, infographic résumés, video résumés, and other forms of marketing collateral allow job seekers more ways than ever to market themselves. The problem is that society and technology have moved faster than most career professionals’ ability to adapt. This course will help you adapt to the explosion of technology that has disrupted traditional career marketing collateral.

*This course also contains several downloadable resources to be used in your career center.

Module 1: The Traditional Résumé

• Examine the origin and evolution of the résumé as a career marketing tool
• Identify intervention strategies to overcome challenges with advising students on how to design effective résumés
• Examine the variables that influence résumé design decisions
• Identify information that shouldn’t be on a résumé and articulate the reason

Module 2: Primary and Secondary Headings

• Identify emerging trends in résumé design
• Recognize a variety of résumé heading options
• Construct value-laden résumé content
• Use a variety of writing techniques to enhance résumé effectiveness
• Identify a variety of secondary résumé headings
• Articulate how to measure the ROI of a résumé

Module 3: Traditional Supporting Marketing Collateral

• Identify and differentiate different types of cover letters
• Identify best practices in cover letter design
• Identify best practices in creating reference lists
• Identify best practices in collecting and presenting endorsements
• Identify types of portfolio artifacts and resources to build online portfolios
• Examine multiple post-interview correspondence strategies

Module 4: Web Evolution & Emerging Trends

• Differentiate Web 1.0, Web 2.0, and Web 3.0
• Examine the relationship between evolving technology and emerging career marketing collateral
• Assess the implications of web search on the design, promotion, and distribution of career marketing collateral
• Recognize how the evolution of the web has influenced employer–job seeker engagement
• Examine SEO and SMO principles as they relate to web-based career marketing collateral

Module 5: Emerging Career Marketing Collateral

• Identify various forms of emerging career marketing collateral
• Examine how new forms of emerging career marketing collateral are integrated as part of a marketing campaign for job seekers
• Identify basic principles of developing digital career marketing collateral across a variety of platforms
• Recognize basic principles of optimizing Twitter and LinkedIn profiles
• Identify a variety of digital career marketing collateral resources