ed muses upon

2010/08/10

Staying Focused: Personal Branding


Everywhere I look, job search advice stresses the importance of branding yourself. Rod Colon, founder of the ETP Network, is fond of employing the entrepreneurship metaphor, describing job seekers as the CEOs of Me, Inc. I like this metaphor a great deal: it explains so clearly the ownership and initiative that constitute job search best practices.

There are hundreds of applications for any job posting these days. As job seekers, we know that overcoming the odds means we must distinguish ourselves from other candidates. Just as in any crowded marketplace, our success in our search is dependent upon our ability to communicate our unique suitability in solving someone’s problem. But how we communicate to employers our unique suitability to solving their problem?

The answer: by propagating our professional brands.

A brand should consist of achievements and skills that explain why you are worth knowing. Perhaps you have such an extensive procurement background that if you haven’t bought it, no one needs it, as in the case of one friend. It could be that you are a trainer whose specialty is making information meaningful—which is how another friend and PSG alumna describes herself. Or maybe you are a quality professional who stands ready to address an employer’s quality needs, like yet a third friend.

Anyone who has heard a great elevator speech has heard these taglines clearly communicating their professional brand. But branding is about more than a tagline. Just as an ad campaign for the next big summer blockbuster film is about much more than just one poster appearing in theaters, your brand is about more than a tagline.

This is not to say that a tagline isn’t important: it certainly is. But it’s only part of a much bigger whole; just one tactic deployed in pursuit of your overall strategy.

Certainly, networking is the most powerful way to propagate your professional brand: that’s why there are so many networking groups. But there are ways you can propagate your brand online to hiring managers, and those ways start with LinkedIn. There are ways to integrate a blog, publicize what you are reading, or what events you will be attending through LinkedIn. Sharing this information with people in your network can be a powerful means of propagating your professional brand. A blog can be an excellent way to share your hard-won expertise, so using the BlogLink or WordPress applications would allow you to tie a blog into your LinkedIn profile. A great way to demonstrate thought-leadership or simply that you are staying current in your area is the Reading List by Amazon application. And there is always the Events application, which allows you to find or create events and notify people in your LinkedIn network. Beyond the realm of LinkedIn applications are the LinkedIn Questions & Answers, a tremendous way to raise your visibility by answering questions people might pose from the more than 75 million users of the site.

As job seekers, we have a unique value proposition. We are strong candidates, capable of great things. Out there somewhere is an employer who deserves the opportunity to learn how great.

At the end of the day, staying focused on branding will help you find that employer.

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