‘İş Arıyorum’ Diyenler, Pazarlamacıdan Ne Öğrenir?
İş arıyorum diyorsanız ancak konuya nasıl yaklaşacağınız konusunda biraz ipucuna ihtiyacınız varsa bir kaç önerim olacak.
Şöyle bir örnekle başlayalım: Yaklaşık 20 yıl önce bir kitap yayınlatmak istiyorsanız bu büyük ölçüde şans ve çok uzun süren bir emek işiydi. Kitabı yazmanın kendisi çok efor alan, sabır isteyen, ve say say bitmeyecek bir çok detayı ve zorluğu olan bir süreç. Ancak kitap yazmaktan değil, kitap yayınlatmaktan bahsediyorum. 20 yıl önce kitap yayınlatmak için tek yol, kapı kapı dolaşıp, yayıncıları ikna etmeye çalışmaktı. Eserinizin basıma layık görülmesi için bir çok editör ve değerlendiriciden geçmesi gererkiyordu.
Bugüne gelelim, elinizde yazılmış bir kitabınız varsa 1 hafta içerisinde (fiziksel baskısı da olacak şekilde) bastırabilir/yayınlatabilirsiniz. (Bkz: Amazon ve CreateSpace)
Ne değişti? Artık kitabı yayınlatma zor değil, ancak hedef kitleye ulaşmak zor. Yeni çağımızın teması bu. Milyonlarca okuyucu, milyonlarca kitap var. Artık asıl değer kitabın basımında değil bu yüzden, asıl değer kitabın ilgili kişilere ulaştırılmasında. Yani işin pazarlamasında.
Bu çokluk dünyasında (Şu anda Amazon’da 2,3 Milyona yakın kitap var), kitap bastırmış/yayınlatmış olmak marifet değil – o kitabı ilgili kişilerin karşısına çıkarmış olmak asıl marifet.
Kitap yayınlatma ve okuyucuya ulaştırma dünyasına ilişkin verdiğim bu örnek, içinde bulunduğumuz çağın dinamiklerinin karakteristik bir örneği, bir metaforu.
Artık iyi bir ürün üretmeniz o ürünün satılması için garanti değil.
Artık iyi bir şarkı bestelemeniz ünlü olmanız için garanti değil.
Ve.
Artık çok iyi becerilere ve yetkinliklere sahip olmanız iyi bir iş bulmanız için garanti değil.
İş arıyorum şeklinde serzenişte bulunan, öfkelenen, bir yandan iyi becerileri olduğunu gören ancak bunların değerini göremeyen kişilerin pazarlama işiyle uğraşanlarda öğreneceği çok şey var.
Bugün asıl değer, görünür olmakta. Ulaşılabilir olmakta. İnsanların o sınırlı dikkatinden saniyeler çalabilmekte. O yüzden iş arıyorum noktasında olan kişilerin de, kendini pazarlama alanında geliştirmeyi hedefleyen kişilerin de çok net anlaması gereken en temel gerkçeklik bu.
Bir taraftan adaylar yüzlerce başvuruyla şirketleri “spam”lerken, aynısını şirketler sınırsız ilan açarak adaylara karşı yapıyor. İki kişi konuşurken birbirimize her seferinde 10ar mesaj yolladığımızı düşünün. Anlaşmak imkansız olurdu. Sistemsel olarak buna benzer bir kilitlenme yaşıyoruz. Bunun ötesine geçmek, dalganın üstüne çıkmak için anlaşılması gereken en temel gerçek bugün (ve muhtemelen önümüzdeki gelecek 50 yıl için) en temel değerin “dikkat” olduğu.
Nasıl etik, etkili ve dürüst bir şekilde dikkat çekilir sorusunu yanıtlamaya çalışmayacağım, şayet bu tam da pazarlama uzmanlarının konusu. Ancak başka önerilerim var. Söyleyebileceğim en net şey, nasıl artık kitap basmak ve satılsın istiyorsanız yan gelip yatmak yoksa, aynı şekilde çok iyi bir CV oluşturup, yan gelip yatmak da iyi bir iş bulmanın garantisi değil.
İlgili iş alanında hem online ve offline ortamlarda aktif olarak;
Bu alandaki etkili kişileri takip ederek;
Nicelikli değil nitelikli network yaparak;
En önemlisi ise, sizi anlatan, size daha çok vizibilite katacak işler yaparak , üreterek;
çalışmak gerekiyor.
Sonuncusunu tekrar vurgulamak istiyorum, öne çıkmak ve dikkat çekmek istiyorsanız bunun en kalıcı yolu bir şeyler üretmek. Ne üreteceğiniz konusunda kararsızsanız da size öncelikle kendi hikayenizi netleştirmek yolunda çalışamanızı öneririm.
Bir dipnot: “Kendini Pazarlama” ya da nam-ı diğer “self marketing” tabirini itici buluyorum. Burada kişinin ukala bir biçimde kendini övmesinden bahsetmiyorum. Aksine, vermek istediğim asıl mesaj: bırakın ürettikleriniz ve yaptıklarınız sizin için konuşsun. Yeri geldiğinde de görünür olmak için “ben bunu yaptım” demekten çekinmeyin.
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