The scenario
A reader asks: I was a director of marketing for an electronics retailer in Eastern Europe, but since immigrating to Canada 2½ years ago, I have not been able to pursue my chosen career. I've found work as a store manager for a telecom company to get some Canadian experience on my résumé. As well, I've read career books, I network as much as possible, and I'm considering pursuing an MBA, all to enhance my chances. But the competition is fierce and, so far, my efforts to apply for positions with my company have been frustrating. Is there anything else I can do to help me get back into marketing?
The advice
Presentation and skill refinement, relationship building, visibility, innovation and perseverance will help you land the marketing position you desire. Consider these steps:
Ask questions
Contact the lead interviewer or a human resource official from the companies where you have applied and ask for specific reasons why you were not selected for the position or an interview. Find out if there is something you can change in your cover letter, résumé, interview style or presentation, as well as what you are lacking in terms of skills and experience. What is it exactly that stood in the way of you getting an interview of landing the position? Ask what they would recommend that you do so that you will be successful in the next position competition.
Modify your approach
Take specific steps to address the gaps or weaknesses identified by the interviewers. Modify your résumé and cover letter, take appropriate business communication or marketing courses, work with a career coach or counsellor to improve your interview and presentation skills, or get more Canadian marketing experience through educational, volunteer or paid marketing or internship positions.
Exploit your situation
Speak with the marketing department of the telecom company where you currently work. See if there are opportunities for full- or part-time positions or even projects that you can apply for or get involved with. Show initiative and be innovative. Suggest that you do a marketing internship for the company in conjunction with your current position as store manager. For example: What marketing techniques or promotions work best in your store with customers and your staff?
Develop a profile
Make presentations on marketing at your local chamber of commerce, boards of trade and/or professional marketing meetings. In your case, you could give an international perspective on marketing, pointing out similarities and differences between Eastern European and Canadian companies. Also consider writing articles on marketing and electronic retailing for business, industry, professional and trade journals, newsletters and newspapers.
Target your résumé
Make a list of companies you would like to work for. Target those with an global scope that are looking for individuals with international experience and speak more than one language. Set up information interviews with vice-presidents and marketing heads. Tell them that you are interested in finding out more about the company, its products and services and what they have found to be the most effective marketing methods for them. Use the opportunity to talk about yourself, your interest in the company and your desire to take a position with it. Be sure to follow up with a thank you letter for the interview indicating your interest in the company and staying in touch with the interviewer. Also ask them to let you know if they hear of any other appropriate opportunities in the field or with other companies.
Bruce Sandy is an executive and leadership coach in Vancouver.
Need some mentoring?
Would you like a second opinion about a potential career move? Don't know where to turn about a perplexing issue? Let one of our experts help you sort it all out.
Send your career questions to: