All good brands; Nike, Google, Starbucks(etc.) have a common thread in that they offer customers a compelling value statement and know exactly how this statement ties in with the needs and desires of the customers they are targeting.
Successful jobhunters adopt the same approach, through personal branding. The tools used are not billboards and TV ads but CV’s LinkedIn and personal presentation skills.
How do you stack up as a brand? Is you LinkedIn profile fully completed?
A comprehensive LinkedIn profile is the first port of call in the personal brand building process. At the heart of this profile should be a compelling value statement aimed specifically at the industry segment you are targeting.
Where do I start with a compelling value statement?
Once you have decided on the industry segment you are targeting draw up a shortlist of the companies you would ideally like to work with. From this, look at the LinkedIn profiles of the leaders in this industry. Each LinkedIn profile has a public page which means that you do not need to be a connection in order to view the profile. A simple Google search will suffice.
When looking at these LinkedIn profiles take a note of the industry “buzz words” they are using and how they present themselves. What value do they bring to their organisations? This can be discerned from the skills section and testimonials from their peers. Perhaps they have uploaded a slide share presentation which may give a good indication where their passion lies.
How does their LinkedIn profile compare to yours?
Take note of the gaps which exist in your profile structure when comparing to the industry leaders. It may be the case that the LinkedIn groups you are part of are not related to the industry in question, that you are not using the proper industry specific keywords and descriptions, that you don’t have any endorsements and finally that your profile picture is not corporate enough.
Having viewed the company website and the LinkedIn profiles of key personnel, you must decide, based on your specific skillset how you can bring value to the organisation you are targeting, from their perspective.
Once completed transfer your unique value statement to your CV and you are practically there with your personal branding exercise. When a job specification is posted for one of your target companies, which highlights specific requirements, you can refine your CV and LinkedIn profile even further to match as many of these specific requirements as possible.
In summary you have segmented where you feel your skills are in most demand you have targeted and researched specific companies in this industry and through effective branding you have positioned yourself in pole position to be selected at the pre-screening stage.
The next stage is the first round interview. Ensure that the way you present yourself and behave in this interview is consistent with what you claim in your brand value statement. If you claim to be vibrant, enthusiastic and full of energy, ensure that you display these traits during the interview. A good recruitment consultant will advise in this regard. If you require advice on what to wear in interviews please click here.
Successful personal branding uses the same general thought process as major brands; namely segmentation, targeting and positioning in order to achieve job hunting success. Deciding what you want a potential employer to think and feel when they read about or meet you and aligning your brand to evoke these emotions is key. “Walking in your employer’s shoes” whilst allaying their fears will ensure Brand YOU will attain maximum success.