A decision-making tool for a product launch and, at the same time, a method of problem identification, the SWOT matrix was invented atHarvard University in 1965 and has become a great management classic.
A matrix in 2 rows and 2 columns
The SWOT matrix is a table with 4 entries. The columns distinguish what is favorable or unfavorable to the project. The top line lists what is related to the product, the bottom line what is related to the market.
We therefore find in order, Strengths (Strengths), Weaknesses (Weaknesses), Opportunities (Opportunities) and Threats (Risks or Threats), or SWOT.
As part of a job searchthe SWOT matrix can help you have a vision clear of your value on the market. It also allows you to determine if your positioning is relevant to finding work in a given company.
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The 4 components of the SWOT matrix
This is what the 4 quadrants of the matrix correspond to on a marketing level:
- Strengths : the intrinsic qualities of the product or service. Example: good branding of the product.
- Weaknesses : fragilities or deficiencies of the product. Example: poor product branding.
- Opportunitys: external factor which favors the project. Example a market need that has not yet been explored.
- Threats/Risks: negative market development. Example: excess supply on the market.
Obviously, many elements can be interpreted as strengths or opportunities depending on your point of view. The main thing is to practice distinguish whether it is product or market related.
In a job search
Now, let’s return to the SWOT Matrix in the context of a personal project such as looking for a job. In this case, the product to sell is you or your project. There will therefore be as many SWOT matrices to do as there are projects distinct.
For the Strengths And Weaknesseswe will therefore look at your training, skills, experience, availability, language level…
For example :
| Strengths/Assets | Weaknesses |
| What do you do better than others? What are your main talents? What are your main technical skills? What are your best transferable skills (the ones that set you apart)? |
What are your weak points for the planned project? What tasks and missions do you want to avoid at all costs? What key skills are you lacking? What could you improve to make your application stronger? |
For the Opportunities And Threats/risksyou will need to carefully analyze the market and identify the factors of tension on the job market or, on the contrary, identify if there are many job candidates in your market.
For example :
| Opportunities | Threats/risks |
| Which sector did you choose to transfer to? your skills? What training(s) would you agree to follow to acquire new skills? What could add value to your profile? What other sector(s) might be interested in your profile? |
What are the main obstacles and obstacles to your project? How many jobs did the sector you are interested in create last year? How could other candidates’ profiles be better than yours? |
How to approach your personal SWOT analysis?
Consider the position you are seeking or the project you are developing. If there are several, you will have to make several matrices.
Complete each of the 4 categories of the SWOT matrix using the list of questions provided in the image. Try to be exhaustive, factual and precise in your answers. Some elements can have both positive and negative aspects, so you need to categorize them into strengths but also weaknesses.
You can download for free the SWOT Matrix template to print here.
Once the information is listed and prioritized (by importance for decision-making) in your SWOT matrix, compare the weaknesses to the strengths. At this point, it’s always interesting to get a friend, advisor or colleague’s perspective on your SWOT matrix. This will allow you to refine your view of the situation.
A diagnostic and decision-making tool
What to do once you have completed the matrix?
Your analysis should lead to three possible decisions:
- The Threats/Risks box is much more populated than the Opportunities box : it will undoubtedly be a “ no go “. If the market is too unfavorable, you won’t be able to change it, you will probably have to change your project.
- The Weaknesses box is fuller than the Strengths box, but the bottom row is favorable : the decision is certainly “ go after an additional step » such as local training, an internship or volunteering to transform weaknesses.
- The left column, that of favorable elements, is in surplus: the decision is probably ” go » ! This does not mean that success will necessarily be there. But, in any case, the lights are green, and you can hold on to this idea to find the courage and the reasons to persevere on this path.
A good piece of advice to finish: realize this exercise regularly, as your projects evolve, even if they are slightly different. It is always the same elements which will recombine until the most favorable alignment is found.
