Knowing about the company you are applying to is just as important as knowing how to do the job you are applying for. To effectively sell yourself as a potential employee, you must persuade prospective employers that you are good a fit not only for their needs, but for their work culture as well. It’s all about marketing. As a job seeker, you have to see yourself as a product, and you have to market yourself to stand out from the competition. However, as those in the marketing and advertising business know, marketing is only successful if it appeals to your target audience. As an applicant, you must know what your target audience – the employer – wants to see and hear from a candidate. Here’s why and how research can convince employers that you’re the best choice for the job.

Whether you’re recharging your career or forging a new one, returning to the workforce means facing obstacles. Although this book is written for comeback moms, it has valuable strategies and case studies to propel both men and women forward when they long to return to work. Quigley and Kaufman begin by asking mothers the question “A job or a career?” Put simply, a job doesn’t entail the time and emotional commitment that a career does. Those opting to get back on a career track must understand there will be more responsibility with more opportunity.
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