Resumen
This paper focuses on ?fear? found most common among upper-level college students and military veterans in today?s tight job market. One principles of marketing educator?s experiential project, entitled ?Suit?em up,? inside & out, and ?brand? them is discussed at length with implementation details and perception survey findings provided along with pre-project related mini-lectures. The project moved individual participants beyond the typical ABCs of the job search process to that of creating for a mission-centric, introspective-based marketing plan with the ultimate goal of finding meaningful, lifesatisfying work. Implications for student cohorts- at large and academic, veteran, and at-large career counselors are identified.