We know that attraction-based marketing results in job offers for applicants. In a tight job market, it’s more important than ever for candidates to consider their personal brand. Personal branding, often showcased through candidate-generated content, is a non-intrusive means of strategically getting in front of recruiters. So what is personal branding?
First, this is what it is No:
- It’s not a title or a job description or a long list of titles, awards and achievements.
- This is not some stilted, non-stop self-promotion.
- And it’s definitely not about wearing a “signature” perfume or a “trademark” power tie. Those tangible assignments are thingsand a brand is not just a thing, it is a idea.
A famous brand is much more than your family brand. Think about it: Nike sells style and image, not just shoes, and certainly not “swooshes.” A successful brand instantly evokes tangible and intangible associations that drive consumers to choose that product over all others. A good brand conveys an expectation that must be met.
Personal branding is no different. The fact is that everyone has already a single brand. The bad news? Not everyone realizes it yet.
Keep in mind that if you’re not actively creating your brand, it’s not that you’re not going to develop one. It’s just that people will do this for you through the characterization of coworkers or the results that appear in a Google search. So you might as well be involved in shaping the brand that best reflects you.
Creating a personal brand doesn’t have to be complicated. In fact, it’s preferable to have a simpler is better mentality, as long as the result isn’t generic, cheesy, or weird. This individual brand doesn’t have to be sneaky and sleazy, either.
Think of it like an elevator pitch, but about a person instead of a project. Take an honest personal inventory. Brainstorm by asking questions like:
What is my greatest professional achievement?
- Why am I famous?
- Am I the go-to person when it comes to a field or topic? If so, how or why?
- How do I add real and measurable value?
- How do I make other people’s lives better and easier?
Find a brand positioning that is unique to you. Use a great analogy or catchphrase. Maybe you are the “speech coach to the stars” or the “dog walker to the divas”, whatever, make it your own and use this positioning to create your space in the market through a powerful personal brand.