Personal Branding for Job Search Candidates Job Seekers need to convey their "Unique Promise of Value" to potential employers in their quest for a new job
by Kathy Sweeney
Think about some of the top brands in the world: Coca-Cola, BMW, Volvo, and Starbucks. They use branding principles to establish or maintain a presence in the marketplace. Each promises something uniquely appealing to their particular customers. They have a target market and they know what is important to their audience.
The same marketing principles can be applied when searching for a job. More job seekers are beginning to understand the value of "personal branding" in their job seeking efforts. The only difference from corporate branding is the product; the product is the individual job seeker.
The first step in the personal branding process is to discover what unique talents and core values you bring to an employer to determine specifically what differentiates you from other candidates vying for the same position.
As a job seeker, you should do an honest assessment of your strengths. This self analysis is vital, as is pursuing feedback from colleagues, friends and family members. How you view yourself might be quite different than the perception of other people. Listen with an open mind to the feedback, weighing it objectively, focusing on strengths and then making the necessary changes to overcome weaknesses.
Next, you need to do research on different companies to investigate the company's core values, what products or services are offered, and the target market segment they serve. This information can be found on most company websites in their "press release" or "about us" sections. Once you have this information, you are better able to determine what qualities or specific experience you possess that is a good match to a specific company.
The third step in the process is to take this newly gathered information and formulate stories about specific contributions you have made to your current and previous employers which can be used in the interview process. The best method for showcasing your unique promise of value is during an interview, where you can present specific examples of past performance which will truly target the needs of the potential employer.
Today’s job market is competitive. Candidates can no longer utilize the “shotgun approach” in their job search. The job search candidates who succeed in the interview process truly understand the value they bring to the table and know how to communicate it effectively.
Kathy Sweeney, NCRW, CPRW, CEIC, CCM is the president of The Write Résumé, a global resume writing, interview coaching, and career consulting firm established in 1987. Ms. Sweeney holds designations as a Nationally Certified Resume Writer, Certified Professional Resume Writer, Certified Employment Interview Consultant, and Credentialed Career Master. She specializes in preparing job seekers at every level to maximize their ability to gain employment through the composition of effective career marketing documents and conducting personalized interview coaching sessions. To contact Ms. Sweeney, call 866-726-9052 or visit her website at www.awriteresume.com
