June 30, 2009

PRforPeople: Finding a brand strategy for job seekers

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If you have a product or service that's ready to sell on the market, one of the first things you want to do is to create a comprehensive marketing and public relations campaign. The same is true for job seekers who are selling their particular skills, much like they would any other valuable commodity. So why is it, then, that so many job hunters choose to go through the passive application process rather than create a dynamic PR campaign about themselves?

That's one of the questions being addressed by PRforPeople, a new professional networking group sponsored by Seattle-based PR firm Xanthus Communications. On the first day of each month, the group meets to discuss ways to develop effective "social marketing" strategies and build personal brand equity. Those who become members of PRforPeople are entered into Xanthus' Media Switchboard network, which helps promote individuals in the media as expert sources in their particular fields.

"Whether you're in business for yourself or work for an employer, it's important to build a brand name for yourself," says Xanthus president Patricia Vaccarino, who launched PRforPeople in May.

Tomorrow, July 1, PRforPeople will hold its next meeting at the Patricia Cameron Art Gallery in South Lake Union from 4 to 6 p.m. The event will feature a presentation by Eric Weaver, president of digital and social marketing consulting firm Brand Dialogue. Weaver, who has worked on successful marketing campaigns for companies ranging from Fortune 1000 firms to tiny startups, will discuss how trust, transparency and engagement are key to sales during tough economic times.

Vaccarino created PRforPeople because she saw a need for local professionals to network with other individuals in different fields of expertise. "I had gone to so many great networking groups that drilled down to a specific audience and targeted a particular vertical," she explains. "I wanted to start something in Seattle that could provide PR help for all kinds of professionals, regardless of socioeconomic background. These events enable individual experts to meet other people and to provide support for each other."

While the PRforPeople program is geared mostly toward self-employed consultants and entrepreneurs, it is also a good networking avenue for those working in certain specialized positions, such as lawyers, who fall between the categories of business owner and employee. "We have a wide range of participants, from accountants to beauty and fashion professionals to scientists," Vaccarino says. "We're also seeing more people who have lost their jobs and want to talk with other displaced people."

For more information about attending the group's monthly meetings, which have a $15 entrance fee, contact PRforPeople at 206-979-3380 or e-mail Vaccarino at patricia@xanthuscom.com.

Randy Woods writes about job-search tools, networking techniques and other tips to help you land your dream job.

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