{"id":399,"date":"2011-10-11T21:53:27","date_gmt":"2011-10-12T01:53:27","guid":{"rendered":"http:\/\/jasoncareers.wordpress.com\/?p=399"},"modified":"2017-02-07T14:28:09","modified_gmt":"2017-02-07T19:28:09","slug":"procter-gamble-and-a-focused-job-search-dont-be-willing-to-do-anything","status":"publish","type":"post","link":"https:\/\/readysetlaunch.net\/2011\/10\/11\/procter-gamble-and-a-focused-job-search-dont-be-willing-to-do-anything\/","title":{"rendered":"Procter & Gamble and a focused job search: Don\u2019t be willing to \u201cdo anything\u201d"},"content":{"rendered":"

Procter & Gamble (P&G) is a consumer goods powerhouse that touts more \u201cbillion dollar\u201d<\/a> brands than any other.\u00a0 Legendary brand names like Bounty, Crest, Olay, Pantene and Tide have filled America\u2019s homes since 1837.\u00a0 P&G fundamentally understands the American consumer and has based its success on targeting \u201cthe middle class.\u201d<\/p>\n

The economic conditions of recent years have forced P&G to change this longstanding strategy, though.\u00a0 The Wall Street Journal<\/em>, \u201cAs Middle Class Shrinks, P&G Aims High and Low\u201d, <\/a>on September 12, 2011 observes that the middle class is in distress.\u00a0 Families making $50,000-$140,000\/year are looking to find savings in every way, and many are trading down to less expensive items. Citigroup generated a concept known as \u201cConsumer Hourglass Theory\u201d which explains that companies positioned either to cater to highest-income (Tiffany & Co., Est\u00e9e Lauder, Neiman Marcus) or lowest income consumers (Dollar General, Kellogg) will benefit in this economy.\u00a0 In response to this \u201cnew norm\u201d, P&G has\u00a0 launched lower end options in diapers (Luvs) and detergent (Gain) as well as higher end options in face care (Olay Pro-X at $60).<\/p>\n

\"\"<\/a><\/p>\n

What can P&G\u2019s strategy teach you about your job search?\u00a0 They key takeaway is to identify and know your customers and to create differentiated products (your experiences, skills and abilities) based on your customer\u2019s specific needs (industry, function, role).\u00a0 Too often, job seekers in the employment marketplace respond to the \u201cwhat kind of work do you want?\u201d question with the clich\u00e9 \u201cI will do anything!\u201d\u00a0 While trying to show a willingness to work, this answer just communicates desperation as well as a lack of focus.\u00a0 Employers, as your consumers, are interested in people who are interested in working for them, in their industry and in their specific culture.<\/p>\n

Like P&G, you need to seek out specific employers and target your communication accordingly.\u00a0First and foremost, develop a top 10 list of prospective employers. \u00a0In creating this list, you can use the criteria below so that your employer list is based on your own work values:<\/p>\n