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Whether you're applying for an advertised vacancy or using a contact directly without knowing if an opportunity exists, there are several ways to proceed. You can write a cover letter enclosing a copy of your resume, make a phone call to the employer, appear in person, or apply electronically using the Internet. Which methods you use to generate an interview will depend on the type of jobs, industry, and person you are contacting. It's a personal decision, and you've got to experiment to see what works for you. It is important to be adequately prepared prior to making your contacts and also essential that you keep accurate records.
The job search process is analogous to conducting a marketing campaign. Consider for a moment that you have a product (your skills and training) to sell and the potential employer is the consumer. As a salesperson, you must identify potential consumers of your products and learn how they can use your product. You must be aware of your competition and know the product you are selling. To successfully close a sale, you need to carefully prepare your advertising tools (resume, cover letter, interviewing skills), target a specific consumer group (potential employers), and determine the best mode of marketing (approaching employers). (Source: www.fredonia.edu)