How to Select an Employer/Customer


Targeted marketing is the way that successful companies identify the people and or companies that are most likely to use their products and provide a sufficient or even great profit for themselves and their shareholders. 

As a Company of One, your customers are the companies that need your services, that hire people to do what you do.  For most positions that leaves you with a target market that is too large to effectively penetrate and be successful in.  To be MOST effective, you should ask yourself the following questions when you begin to define your potential market…

“Would you tell me, please, which way I ought to go from here?” “That depends a good deal on where you want to get to,” said the Cat. “I don’t much care where –” said Alice. “Then it doesn’t matter which way you go,” said the Cat. (Alice in Wonderland)

The approach too many people take to finding their next opportunity is to be open to everything and pursue each thing like it is the holy grail.  If you don’t know where you want to end up, you are already there…

That doesn’t make the decision easy, I know.  You don’t want to miss an opportunity because it may not have “looked” like the right company.  That’s why prospecting and networking is so important (different article).  But you do have to make decisions on where you want to get to so that you can decide on what companies will help you get there…

  1. What companies use the types of services I provide?  (Make a list)
  2. What industry(s) am I interested in?  You should be interested in the industry because you will be spending a large amount of your waking moments at work….part of the “if you enjoy what you do, you’ll never work a day…” mantra.  Unless you are a consultant or freelance company, you will be working within one organization, so pick an industry that you can care about.
  3. Where do I want to live? (Start crossing off the companies that are not in the area you want to commute to)
  4. What type of company culture do you work best in? (If you like fast moving, bleeding edge technology….the power utility industry is probably not for you…if you are looking for a highly stable, quiet environment, software companies are probably not for you….See what I mean?
  5. What is the growth opportunity?  Is there a defined path to where you want to take your career?  Are there opportunities to move up? 
  6. How big is the department, the company? How many people are in a department and a company can tell you alot about the environement and if you know which group you work best in you are well ahead of the game…
  7. What are the growth opportunities for the company in the marketplace?
  8. Do you want to work for a startup or a well established company?
  9. Do you want a process driven company or a creative leading edge team oriented company?

These are only a few of the questions you can ask yourself as you decide what your target market is and the companies you will go after.  Every person is different and the type of company and the type of employer you decide to develop a Customer Relationship with is going to be different than the person next to you.  It depends on your goals, your career objective, and what brand you are developing for yourself and your Company of One…

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About John Kalusa

A Career Management Thought Leader and creator of the "A Company of 1" approach to career management, development and mastery. Revolutionizing the way we approach our careers.
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