There are all kinds of content that speak to the buyer’s journey.
I was doing some research on how to market to brokers by providing them consumable content that assists them with educating the client. Poof! I realized something…. In every stage and aspect of our life, we as individuals go through the buyer’s journey, from a job search to finding the right mate. I haven’t quite figured out a name for it; maybe, I will call it the discovery journey for the sake of this piece.
For example, let’s take the search for a job.
As individuals, we are on a journey to discover what career fits us best. We have been through school or developed skills to assist us with this journey. In a typical buyer’s journey, there are three stages pre-sale, awareness, consideration and the decision stage. While in the search for a career, there are the same/similar stages. Bringing us to the fourth stage (the similar stage) of what is known in the buyer’s journey as ‘the purchase’. In the career stage, we will call it acceptance.
Let me take a step back.
I am not the first one to write about the buyer’s journey. Hubspot, Marketo, and many other organizations have published a map or funnel, but the premise remains the same. A buyer must be aware of your product and the problem it solves for them. In the second stage, they begin to consider their options, who solves their problem with the best fit and what company most likely solves all their problems… or close to it. Next is the decision phase. Likely, an individual has narrowed down their options and made the decision to move to purchase. After the purchase, there is the post-sale stage and the repurchase stage. (buyer’s remorse and renewal) The stages within this journey cannot be skipped, and if they have been, you may not maintain or create a loyal customer.
Hey…uh, Robin, how does this apply to the job search or the discovery journey?
I was just getting to that.
The Discovery Journey.
Within a career setting, the discovery journey allows an individual to go through the same/similar process. The awareness stage begins in the job search itself. While reading the job description, an individual begins to picture themselves within a role and become aware of the organization. In this stage, they may seek out competitors and similar roles within those organizations, look at what the market is paying in salary, seek out reviews for the organization and ask friends or relatives about the organization. They are now aware of the organization and move to the consideration phase.
During the consideration phase of the discovery journey, an individual will begin submitting applications to organizations that fit his/her values or needs. For example, does the organization treat its people well, have a gym on-site, pay a competitive salary, benefits, etc… Interviewing also begins in this stage. This is a critical stage within the job search, and it is important to know the values of an organization and how they align with the values of you and your family. Ken Coleman of Ramsey Solutions has developed some great interview resources that can be found at www.kencoleman.com/resources .
Note to employers: If a potential candidate is not interviewing you as well, you may want to ask tougher questions to get your interviewee to ask more questions.
Note to job seekers: No one knows everything about an organization, and it is okay, no, better than okay, to ask questions during an interview.
The decision-making stage (negotiation) comes after an organization or multiple organizations have made the individual an offer. In this stage, you have determined your worth and know the market salary for the position. You have determined what you will accept in the way of vacation, salary and benefits and continued career development. You are ready to move to the acceptance phase.
You have accepted the job, you are about to or have begun your career at the organization you chose that best fits your values, salary, and benefits. You can breathe easy and begin working in your new role.
How do you believe the discovery journey will help make a decision in your next role?
Thanks for reading.
Until next time.
-RoBo
Living Positive on Purpose 