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Job Application  



Job Application Using Marketing Techniques


If you are jobseeker looking for a step by step process of writing a compelling job application that will lead to a interview this is where you need to be. You will find valuable job application writing tips and techniques to help you create a message with irresistible appeal to your target market.


Learn tricks of the trade so powerful they will put you way ahead of the competition.


The information in this section is unique to Pro-Active Human Resource Management. It is for serious job seekers. To be read with  Application Letter- Advertised Job  which is also invaluable .


Q.  So what are the sales and marketing techniques used in a job application?


A. Firstly your job application is the letter that accompanies your resume when applying for a job. It is a letter of application, it is not just a cover letter,  It is a job application set out in letter form.  It is a sales letter.


Your job application or any employment related letter, should follow the same sales and marketing principles used to launch a new product onto the market.


In job search you are the product and the product does not sell itself.


Your job application  needs to convince an employer to hire you based on your own uniqueness - what you, the product, can do for him/her that no-one else will.  He/She will want to know "what is in it for me?" This is a typical buying response that sales people need to be able to answer, and so will you if you read on.


This idea is not rocket science, and it has been around forever. What is probably new to you is that you can apply the concept to yourself.  You need to market yourself in your job application. You are the product and you need to reach the buyer - the employer.


Develop a job search self marketing plan


A job search self marketing plan can be based on, product, price and distribution, and products will be sold based on features and benefits. This principle can be applied to your job search activities - to write a resume and in all employment related activities - cold calling and networking, for example, and especially in a written job application.


Product:   Your skills, knowledge abilities, qualifications, experience, attributes, values etc that make you the person you are. 

Price:       Know your worth.  How much are your skills/experience worth in the job market? (Salary surveys/research)


Distribution:  Here you must determine how you are going to reach your target market and write your marketing or action plan. See Employment and Opportunities  and Action Plan


How do you share yourself around to people whose needs you can answer?

We looked at Distribution in the "overview of recruitment methods,"

See How to Look For Work


Now we look at promotion through written communication.

If you can answer the buyer's needs you are successfully promoting yourself as a product. Your job application must address the employers needs by clearly defining the features and benefits of the product - you.


Know Your Features and Benefits


Feature  describes what the product does or is used for.

Benefit is what each of the features mean to the prospective buyer. What are they getting out of it or what is in it for them? Benefit is also an "advantage."


As stated, in job search your features are your skills, knowledge abilities, qualifications, experience, attributes, values etc that make you the person you are. An employer will be asking for all or most of these if you are targeting the right market / employment areas. (distribution channels). In your application letter you must state that you possess them, and then show how they can benefit / or be advantageous to the employer.


Outcomes / Results


Benefits can be turned into an outcome or a result when you write both your resume and your job application.


This concept may be difficult to grasp, however as you read on you will come to some examples.  In some cases when you have no outcomes to contribute if you are a new jobseeker or do manual work, for example,  you can stick with just features and benefits.


Most resumes, especially higher level resumes, will just use the outcome or result without referring to the feature. An outcome usually involves something that is measurable. For the purpose of clarity, and as a theory, this section will concentrates on using both features and benefits. In some cases when you have no outcomes to contribute you can stick with just features and benefits.


Once you are clear on features and benefits, and within the limits of your experience, you should try to find features and benefits when writing resume statements. You may be able to turn many of these statements into results (outcome statements). Then you can also use them in your job application.  Although It is not always possible as you will see when you read on and look at the examples.

  • If you can't find a benefit or outcome, at least show how you utilised the skill and to what level.

  • If you have a high level of skill/experience and your resume has been prepared by a professional  writer, your resume will have at least 60% outcome based statements.

Use Newsletter Archives to see how you can advance in your career and gain some achievements/outcomes and how to keep a record of your outcomes for your next resume. You will have them next time you write a resume.




This is a typical professional management resume benefit statement that can be used in a job application.  (if appropriate to the skill or experience in the criteria)


"Saved $300,00 over two years (Benefit) by renegotiating building leases for all properties." (feature - negotiating skill utilised)


However, as we will see further on, your benefit statement in your job application letter must not be exactly the same wording as in your resume, but the concept of a benefit statement is the same.


Hundreds of resumes show skills written in one to three words, and the jobseeker makes the same mistake in their job application. See skills such as:-


Computer skills - Excel and MYOB


Performance Appraisals

Prepared rosters

Repaired and maintained mining equipment

Attended meetings

Health and safety



Assisted the store manager

Llibrarian duties

Liaison with other departments

Q. What does this tell the employer?

 A. Nothing.

Lets try it again and expand upon these meaningless resume / job application phrases using features and benefits.


Some contain features (or tasks which represent your skills and ability to carry them out) and benefits. Other phrases may reflect how your skills were used and others have the potential to add a result or outcome, that is if the applicant can demonstrate how it benefited the company in measurable outcomes, such as $1,000 cost saving per month. 


This technique might be too advanced for some jobs, and other applicants may not have this type of information in their job history. See the Newsletter Archive section and find out how to build up a portfolio of achievements and projects in your next job.


To test benefit statements the marketing method is to say "so what".  Only when the writer satisfies the "so what test" can the writer claim a benefit.


The statements below are taken verbatim from past resumes and can be used in a job application as long as they are not in your resume.  Past tense and present tense are retained in original form as many people were still employed when the resume was written. Further, statements will vary depending on the level of the job seekers responsibility and experience. An executive's statements will be stronger and more sophisticated. A blue collar worker's statements will be different again. This is just a guide.


AGAIN: Never use the same words in your job application that you have used in your resume.

Computer skills - Excel and MYOB

·        Use excel spreadsheets and MYOB accounting package to organise account and job orders, to save time and increase productivity.

·        Extensive use of Excel spreadsheets for opening and maintaining customer profiles.  (No benefit statement needed - as the emphasis is on using Excel unless you have very fast data entry skills).


·        Apply merchandising skills to constantly review and change displays to maximise impulse buying and increase profits. (Current tense)

Performance Appraisals

·         Implemented KPI indicators and conducted performance appraisals in order to measure performance and identify areas of staff development, training and discipline.

      Note: Here you could have the final benefit or measurable outcome, but most companies do not  follow up and measure these type of changes. Once again if you want to advance in your career you could put something in place yourself to give these figures.

See if you can recognise a feature and benefit.

(These can be used in your resume and job application ).

Prepared rosters

·         Reduced the wages budget by $120,000 in 2005 by restructuring rosters

      to coincide with high demand periods.    

Repaired and maintained mining equipment

·        Repaired, overhauled and serviced a range of mobile and stationary        

     and heavy industrial mining plant and equipment to ensure proper   

     performance and safety to meet company standards. 

Attended meetings

·         Contributed to weekly management meetings, and verbally presented 

      forecasting sheets to the duty managers, in order to assist them to make

      decisions on staffing levels and general catering preparation.         

Health and Safety

·         Supervised the storage of equipment to ensure occupational health and

      safety principles were adhered to in order to reduce risk  (and save the   

      company money on compensation payments).



·        Maintained both accounts payable and receivable ensuring all accounts paid within supplier’s terms and conditions to avoid excess fees for late payment.


·         Implemented stock control for 70 departments, sourcing new product lines to replace low profit generating items resulting in faster turnover of stock - directly contributing to higher sales and profit margin by 24%.

Assist the Store Manager in the office (Present tense)

·        Calculate and prepare monthly and seasonal accruals for the store manager for purchases between $65,000 to $100,000 each month with 100% accuracy.

Library duties - (This is just one of the "library duties" expanded upon in this particular resume).

·        Successfully applied for funding to connect the library computers to the Internet and to purchase new computers to support the new technology.

Liaison with other departments


·        Relationship building with other relevant company personnel for      

     communication of competitor activity, credit, inventory management and

     market intelligence.


The next step is to incorporate these marketing techniques into your resume or job application / employment letter.


Overview - Outline of a job application  


How to write and set out an employment / job application


Plan your letter.  Begin outlining your letter with the end in mind.


The most important step in writing job application letters is in the planning. Know what you want to accomplish and keep this in mind. Your goal will be different for each type of letter. It was stated in Job Application - Letters, each recruitment method will require you to communicate in writing to using vastly different employment or job application letters.


As stated,  you need to be clear on:-

  • Who you are targeting

  • The purpose of the letter

  • What you want the reader to do

Go through this exercise on paper and ensure it answers all these questions.


Before you can write your dynamic job application letter you must research the company so that you can clearly see how you can write your job application letter to meet their needs. By conducting research into the company the applicant can also give examples of any other experience, knowledge or skill relevant to the job that has not been advertised. This is called "value adding

       See example letter in Sample Job Applications which takes you step by step through the process of planning and writing your letter for an advertised position.

How To Write A Job Application Letter Using Marketing Techniques


Any formal business letter, whether it is for a marketing letter or job application, has a beginning, a middle and an end.

The beginning of the job application

Begin with the end in mind. What is your goal of your letter?


The beginning of the  letter (if for an advertised position), is used to state the position you are applying for and is reserved for the impact statement - the opening statement or headline sentence. 


In a cold calling or networking letter it will include a reference to the person who introduced you to the reader, or the reason why you are writing.


The middle of the job application


In marketing, this is the "interest" section. This section is used to address the employers needs and demonstrate that the applicant has all the criteria the employer requires. Don't be put off if you haven't got all the criteria. (See further on). Personal attributes play a big part in the selection process.


This can be up to three short paragraphs or preferably, about 5 bullet points. If you are writing an application letter in response to an advertised position, the length depends on how many criteria the employer has requested. Spend a lot of time making this information short and precise.


Cold calling and networking letters must demonstrate how they can contribute to the organisation and this can only be determined after researching the company.

The end of the job application letter

In marketing terms, the end of your application letter is the desire statement.  In sales terms you now want to close the sale. To do this you, the applicant, should have built up sufficient interest so that the buyer (the employer) will want to meet you to (the desire) to see if you are what the company needs, and ultimately will make a job offer. This is where you can "add value" to you job application.

Note: In job search the goal is to get an interview so the applicant still needs to ask for an interview in their job application letter or a chance to meet face to face.

Go to  Application for an advertised job for more information on the beginning the middle and the end.

Specifics - Writing A Letter For An Advertised Job

Do not be put off if you do not has 100% of the employer's criteria. Providing you meet at the very least 75% of the criteria and are prepared to learn the skills they require, have a go.  Attributes and references can often influence the employer. Further, knowing about the company and being able to relate to these skills you do not have will assist you to address them in the job application letter. You will see how they fit into your job and you may have done something that requires the same type of processes or knowledge.

Develop a plan to write your job application

  • Look carefully at the job criteria advertised and write each one down leaving space for your notes.

  • Under each job criteria write down your experience in these areas. You may want to do this on the computer and cut and paste from your resume at this stage. Group them together into logical order.

  • If you haven't been able to meet all the employer's criteria there are example phrases you can use to show you are highly motivated to learn.

  • Analyse what you have. Can any of this combined information be summed up into an opening statement (see below) Your benefit statement is probably in your resume if it is outcome based. As stated earlier, the middle of the road jobs may find this task a bit more difficult. Work with what you have. Once again, don't repeat the resume.

  • When you have your opening statement you can see what criteria is left to address or to expand upon. The criterion are is the features as already decided by the employer. Now you must provide a benefit statement.

In order to produce a winning application letter that will land you your dream job, you need to read all 5 sections on letter writing.  In addition to this section, these are:-

Recommended Resources

As stated, there are many resources you can use that show you how to write an effective job application letter. This skill will not be wasted and may be considered as professional development. Some application letter writing software you may like to own is  Amazing Cover Letters Creator. If you are writing a lot of letters this resource will suit you. These letters must be customised, and this is a feature of the software and can be stored into a template as a lot of the information is generic.


A Killer Secret To Get Your Letter Read

Jimmy Sweeney reveals the secret technique to getting your job application letter read by the employer/Recruitment Manager. This cover letter technique, when used properly, practically guarantees that he or she will stay with you till the last line of your cover letter, article, or report.




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On this page

What is job application using marketing techniques?

Promotion through written communication.

Know your features and benefits

Meaningless resume phrases.

Change to features and benefits / outcome statements

Examples of features and benefits

Overview: Outline of a job application How to write a job application using marketing techniques.

An application  for an advertised position

Recommended resources



• Job Search Assistance / Resource Centre Index
• Employment and Career Opportunities
• How to Look For Work
• Recruitment Methods
• Develop an Action Plan
• How to Network
• Tips on How To Cold Call
• Job Interview : Tips
• Interview Process : Question and Answers
• Job Search Resources
• Job Search Articles
• Job Application Letters
• Job Application  - Using Marketing Techniques
• How to Write a Business Letter
• Application Letter - Advertised Job
• Sample Job Applications
• Writing Selection Criteria
• Career Development Resources
• Career Development Articles
• Article Archives
• Useful Career Sites
• Newsletter Archives


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