September 2008: In this issue...

Out of the Frame and Into the Fire: Making choices and choosing options that work for you

By Ron Torch, CEO & Chief Marketing Officer - Torch Group Inc.

A friend of mine told me of her experience at a Carlos Santana music concert. Good old Carlos is among the Boomer generation - the generation that altered many of our perceptions about work, life and so on.

My friend, a successful VP in marketing, was motivated by Santana's message to live outside the frame. She was going through a rough patch at work, and decided to throw off that self-imposed "monitor" that tells us to behave and do what everyone around us does.

In her mid-40s, she dreamed of being part of the culinary arts world. So, she quit a lucrative job, found a part time marketing position, and attended a culinary arts school. Today, she's a personal marketing consultant to a celebrity chef in New York City!

I see many marketing and communications professionals who find themselves at a crossroads in their career goals for reasons that range from corporate downsizing to caring for aging parents. They are often looking for alternatives to their current work schedule.

Those who are successful at finding alternative work situations have one thing in common: A Plan that takes them from dream to reality.

Below are some tips for creating your Plan. (If you are an employer looking for talented marketing professionals, you may be interested in some of the following tips as well. They may offer you creative, alternative staffing solutions for your marketing and communications needs.)

ASK YOUR EMPLOYER IF YOU MAY:

1. Reduce your hours or establish a virtual office. Becoming a part-time employee may free up more time for consulting projects, family time, or life change objectives. Reducing the commute may also provide more time for family, other pursuits, and alternative work opportunities. Even telecommuting a few days a week provides more time to pursue other goals.

2. Become a consultant to your employer. Your current employer may be quite willing to utilize your experience on a contractor or consultant basis. Confidentially inquire about such options with your company's HR department before considering this step. You may have to relinquish your benefits package in exchange for this flexibility, so carefully examine the pros and cons of this option.

IF YOU'RE STARTING A JOB SEARCH:

3. Send your resume to a limited number of recruiters who meet your specifications. Be selective. Choose agencies with care - ideally those that specialize in placing marketing and communications professionals. Working with too many recruiters at any stage of your career diminishes your value in the marketplace. The best staffing firms have the contacts and the expertise to help you as you navigate a new career path, and they will work harder for you, knowing that you are selective in your choice of recruitment specialists.

4. Consider all your options. Consider jobs and assignments with employers who have short-term needs, consulting assignments, or even a temp-to-hire arrangement. These opportunities could lead to a full-time or more permanent position.

IF YOU'RE CONSIDERING THE PATH OF AN INDEPENDENT PRACTITIONER:

5. Network. Talk with other freelancers in related fields. Join a PRSA Independent Practitioner Group. Invite media contacts and senior practitioners you know from other firms to lunch. Get the word out - let everyone you meet know that you are available for PR assignments, and remember to keep in touch with these people on an ongoing basis.

6. Develop your brand. Create your personal "promise of value," a unique blend of your strengths, professional accomplishments, and personal characteristics. Explain your "brand" - a 30-second elevator pitch - to everyone in your network, and stamp your brand by always delivering as promised. Whether it's the ability to turn around a well-written case history or customer brochure quickly, or the capability to develop a creatively outrageous marketing campaign, or that you're a genius at new business, your alternative career success is fueled by your brand - the value that you consistently deliver.

7. Identify the companies you want to work with. Now that you've established your brand, make a list of 25-50 companies you want to work with. Tell friends and colleagues about your preferred list of companies. They may know of contacts you should talk with at these companies. Ask colleagues if you may use their name when you do make contact. If yes, send a letter and follow up with a phone call.

8. Register with a marketing/communications staffing firm. A marketing staffing firm that specializes in providing freelance, consulting, and other alternatives to full-time may help to identify short-term opportunities to assist you on the path to independent consultancy.

9. Never stop marketing yourself. A major mistake sole practitioners make is not setting aside time each week to market their capabilities, regardless of how busy they are. Keep your pipeline full. If your workload shrinks, it may take weeks or even months to reestablish a comfortable level of work and income.

BE RESOURCEFUL:

10. Never miss an opportunity to hear about an opportunity. There may be a better arrangement for you than your current job. Remember that when a colleague or recruiter calls you about an opportunity, they're not offering you a job. They are asking if you're open to hearing more about an opportunity or if you know somebody who else who might like to know about it. Remain open to new opportunities - you might be able to help yourself or someone you know. Be flattered that someone recommended you and thought enough of you to ask for your input. Return the gesture and engage in a brief conversation. Who knows? It may be an opportunity worth considering.

If you are looking for cost-effective and stress-reducing talent options, contact us at 440-519-1822, or email rontorch@torchgroup.com.

If you're seeking the right opportunity with one of Torch Group's esteemed clients, please register with us.

For more information about Torch Group, visit us at www.torchgroup.com.

Ronald S. Torch
President & CEO
Torch Group, Inc.
. . . your source for marketing talent