| What is it that all successful companies have | | | | |
| mastered -- and what job-seekers looking to | | | | Throw modesty out the window? There is a fine |
| advance in their careers need to master? What | | | | line between bragging and promoting -- and |
| is it about Coca-Cola, Microsoft, Starbucks, | | | | you need to learn it -- but it's always |
| Disney, and McDonald's? What makes a consumer | | | | better to err on the side of promoting your |
| buy one product over another -- and makes one | | | | brand than not. |
| job-seeker much more sought after than | | | | |
| others? The answer is marketing, but more | | | | One of the oldest tools of promotion for |
| specifically it is the power of branding. And | | | | job-seekers is the resume, and you certainly |
| branding isn't just for products anymore. | | | | need to start there by listing all your key |
| | | | accomplishments, skills, and education on |
| Branding can be described as many things, but | | | | your resume. You may even have your |
| it's best defined as a promise- a promise of | | | | positioning statement (qualifications |
| the value of the product- a promise that the | | | | summary) on your resume- but don't stop |
| product is better than all the competing | | | | there. |
| products- a promise that must be delivered to | | | | |
| be successful. Branding is the combination of | | | | Begin developing two career portfolios -- a |
| tangible and intangible characteristics that | | | | print one and an online one. If you don't |
| make a brand unique. Branding is developing | | | | have a personal Website, now is the time to |
| an image -- with results to match. | | | | buy a domain (such as myname.com) and let the |
| | | | world read all about the benefits of your |
| Branding (some call it self-branding when | | | | brand. Your portfolio should include all |
| talking about individuals) is essential to | | | | important brand artifacts: resume(s), mission |
| career advancement because branding helps | | | | statement, detailed accomplishments list, |
| define who you are, how you are great, and | | | | samples of work, articles and working papers, |
| why you should be sought out. Branding is | | | | speech transcripts, awards and honors, |
| your reputation. Branding is about building a | | | | testimonials, and more. |
| name for yourself, showcasing what sets you | | | | |
| apart from others, and describing the added | | | | One interesting trend we've seen is of |
| value you bring to a situation. | | | | employers "Googling" the names of prospective |
| | | | job-seekers -- typing each name into one or |
| Most job-seekers are not proactive in | | | | more Internet search engines -- and basing |
| establishing and building their career brand, | | | | initial candidate screening decisions partly |
| letting their actions speak for them when | | | | on the number (and quality) of hits for each |
| seeking promotions or new jobs. But why not | | | | job-seeker. The lesson? Your brand needs to |
| take the time to master some very basic | | | | have a strong online presence. |
| tactics that can help build your career brand | | | | |
| and make you a much more attractive employee | | | | And finally, don't forget to promote your |
| or job-seeker? Remember, if you don't brand | | | | brand on the job. Workers often assume the |
| yourself, others will for you. And while you | | | | boss knows your accomplishments, but often |
| may be happy and secure in your job now, you | | | | times s/he does not. Certainly at review |
| really never know when that will change. | | | | time, have a list of all you have achieved |
| | | | since your last review, but also consider |
| Management guru Tom Peters, writing in his | | | | finding ways to let the boss know your |
| book The Brand You50 (Reinventing Work): | | | | successes throughout the year. |
| Fifty Ways to Transform Yourself from an | | | | |
| "Employee" into a Brand That Shouts | | | | Become an Expert |
| Distinction, Commitment, and Passion! states: | | | | |
| "Regardless of age, regardless of position, | | | | Nothing builds credibility in a career brand |
| regardless of the business we happen to be | | | | more than establishing yourself as an expert |
| in, all of us need to understand the | | | | in your field. |
| importance of branding. We are the CEOs of | | | | |
| our own companies: Me, Inc." He adds, "You're | | | | Start by writing articles that showcase your |
| not defined by your job title and you're not | | | | knowledge -- and getting them published |
| confined by your job description." | | | | (ideally) in noteworthy media outlets. |
| | | | Consider self-publishing. |
| This article takes you through five easy | | | | |
| tactics for building and strengthening your | | | | Seek out conferences and meetings where you |
| career brand. | | | | can give speeches and presentations. |
| | | | |
| Gain Experience/Track Accomplishments | | | | Play up awards and other recognition that can |
| | | | help label you an expert. |
| Building your brand begins with tracking your | | | | |
| past accomplishments and gaining | | | | Get quoted by offering your thoughts, ideas, |
| strategically important new experiences. Your | | | | and opinions to journalists and reporters. |
| accomplishments are the foundation of your | | | | |
| career brand. | | | | Consider constructing a professional Website |
| | | | where you can publish all your articles and |
| But before you seek out new work, take the | | | | speeches. |
| time to plan and focus on what you want your | | | | |
| brand to stand for -- and develop a strategy | | | | Build Relationships |
| for gaining experience in areas of your brand | | | | |
| in which you are weak. | | | | Nothing in marketing is more powerful than a |
| | | | promotion tool called word-of-mouth, which |
| So, besides doing your job, ask for new and | | | | can be defined as what people say about you. |
| challenging assignments that will build your | | | | |
| brand. Consider freelancing or consulting. | | | | Thus, nothing is more powerful in building |
| Use volunteering to gain experience. If | | | | your career brand than what your network of |
| you're a student, seek out multiple | | | | contacts -- your friends, colleagues, |
| internships. | | | | customers, clients, and former bosses -- say |
| | | | about you and your set of skills, education, |
| Complete Education/Training | | | | and accomplishments. |
| | | | |
| For many careers, a minimum amount of | | | | And keeping your network strong involves |
| education is necessary, but to excel in your | | | | nothing more than relationship building. Keep |
| career you may need to complete additional | | | | in good contact with your network and be sure |
| education, training, or certifications. | | | | they know of your most recent successes. |
| Getting additional education can greatly | | | | |
| enhance your career brand. | | | | But the best brand-builders don't stop with |
| | | | their current network; these folks are in |
| It may be hard in terms of time and finances, | | | | constant network-building mode. Search out |
| but find a way to do it. Some employers even | | | | new professional associations as well as the |
| offer an educational reimbursement benefit. | | | | growing number of online networking |
| | | | communities. |
| If you are unsure if you need more education | | | | |
| -- and you probably do -- seek out a mentor, | | | | Final Thoughts |
| someone highly respected in your field (who | | | | |
| has branded himself or herself well), and ask | | | | Once you identify and build your brand, |
| for advice. | | | | remember to continue strengthening and |
| | | | protecting it. There will always be competing |
| Promote Yourself | | | | brands (job-seekers) ready to fill any gap |
| | | | you leave behind. You are indeed founder and |
| You can have an amazing brand, but if no one | | | | CEO of Me, Inc., and the more you do to |
| knows about it, you are not going to have | | | | cultivate your career brand, the more |
| much success with your career development. | | | | successful you'll be with your current |
| And no one more than you has more reasons to | | | | employer and in the job-search. |
| promote your brand. | | | | |