Aiming for New Work? Think Like an Advertiser.

Sometimes a roadside billboard with a professional photo and a brief résumé seems as if it would be the right tool to find the perfect job. Or maybe you would choose a colorful online ad that says "Hire me today," or send out someone wearing sandwich boards that tout your credentials.

With an uncertain economy and more competition for the best openings, job seekers are smart to harness advertising and marketing techniques to sell themselves and their talents.

That doesn't require a big outlay for television spots or a direct marketing blitz. Three Washington area advertising and marketing gurus suggest using tools such as word-of-mouth promotions, developing your LinkedIn profile and cleaning up your online persona before you start seriously looking.

Colleen Dermody, vice president at Witeck-Combs Communications, thinks word-of-mouth promotions are golden. "You get people talking about you, but in a good way," she said. "Testimonials are such good ways to sell yourself."

But it takes a plan to get the right people talking about you, and they need to be armed with a few "nuggets" -- basic facts about your experience, your dream job and who you really want to work for. They are short and memorable, not long and detailed like your résumé.

Some other suggestions:

· Social networking matters. So show up on Facebook and, especially, LinkedIn. "It's the de facto résumé for business professionals," said Michael Bassik, a vice president for interactive media at MSHC Partners in the District, whose LinkedIn profile has 470 contacts. Use it to highlight your accomplishments and experience and to establish or enhance your expertise.

His firm checks candidates' social network pages against their résumés and looks at the tone and appropriateness of comments on Facebook and LinkedIn. "Would your activities on social media embarrass your future employer or your clients?" he said.

· Know yourself; build your brand. Understand what unique value and persona you bring. Google yourself; it's especially valuable to see the top 10 things that turn up, Bassik said. If you don't like some of them, set them to private if they're on a personal blog or profile.

With every blog post and every photo you upload, you are creating a picture of yourself. "You have to be aware of the image that you're creating. You are in the process of branding yourself," said Marilyn E. Finnemore, chief executive of Mind & Media in Alexandria, which works with government agencies and others on recruitment and public information campaigns.