In a competitive job market, like the current employment situation, it becomes important to distinguish yourself from other candidates. What are the unique attributes that you and only you will bring to the company? Branding is certainly not a new concept as we are all familiar with it principles in the business world. The goal of branding for every company is to instill in the public mind the perception that they alone can satisfy a need in the market in a way that no other company can.
Starbucks is all about coffee as an experience, along with creating a welcoming atmosphere for customers; Wal-Mart is all about choice and pricing; Toyota focuses on cost containment and reliability. When you think of each of these companies an image and feeling immediately come to mind. This image and feeling are the direct result of that company’s branding strategy.
The use of branding has come into the job search process as more and more job seekers have recognized the importance of establishing a unique brand identity. Branding is about establishing your “unique selling proposition” (USP) in the market. You undoubtedly have heard this term used at some point in your career. Your USP is composed of those factors that set you apart from other candidates. These factors include recognition of your strengths and weaknesses, your visual and verbal styles, even logos and other branding material you create such as business cards and personal websites.
Before you can brand yourself need to decide what you wish to do with your life and career at this point in time. It will be helpful to review your SWOT (Strength, Weakness, Opportunities, Threats) analysis, goals, values, job priorities, lifestyle preference and accomplishments. The goal is to develop a brand that will establish your core image in the job market, much as Starbucks, Singapore Airlines and Ikea have established a core brand image in the mind of consumers. The word “core” is important since it signifies a consistent perception of you established in the minds of your target audience.
Just as all companies have a target market composed of those consumers to whom their message is especially addressed, so you too have a target market to whom you will bring your message. Who is your target audience? Why, everyone you come in contact with who could assist you toward reaching your goal! Of course your target market includes prospective employers and recruiters, but expand your parameters to include former supervisors and colleagues, networking contacts, friends, accountants, attorneys, as well as those you know through such community-based activities as the Parent Teacher Association or even your religious care group. Each group or individual is a potential lead for your next job and your goal should be to convey a consistent message to all of them. The best strategy for doing so is to create a unique brand identity.
Creating a Brand Identity
Brand strategy is the creation of a focused marketing plan, along with the development of effective methods to create successful positioning in relation to other candidates. The goal of a business is to motivate consumers to purchase their product or service. The goal of you as a job seeker is to motivate the employer to hire you! In either case, the purpose is the same: to have the end-user take some type of action.
Become An Expert
This is the era of the specialist! Focus and niche are the hot ideas!
Look for areas where you can become the expert or offer fresh insight into an already established topic. If you are seeking to transition into another industry, start researching the field and create a blog or newsletter to establish yourself as an authority.
Try to identify a niche in your current field where you can become the dominant presence and again, aim to create a blog or newsletter with topics of interest. For example, if you work in the real estate sector you might want to consider getting certification as a relocation specialist and even further refine your specialty by focusing on the baby boomer or empty nester demographics. In your blog or newsletter you could write about popular retirement communities or the best strategies for selling a home.
An additional benefit to specialization is that your updated résumé can mention any written work you have created and even include links to them.
Branding is more of an art than a science, the key point of which is to develop an image that reflects who you truly are and what you truly value.
You can download more useful tips from - FREE 85-page EBook on, “THE KEYS TO OVERCOMING JOB LOSS AND MARKETING YOURSELF EFFECTIVELY.” ~ http://www.jenny-the-headhunter.com/EBook
Dear Jenny, Thanks for sharing this useful article you wrote. I am currently searching for a job; however, I found it extremely difficult for me who moved to the US this spring from Taiwan. I have 5-year extensive marketing experience, and worked as a product manager. However, it seems that my previous marketing experiences and academic background can’t bring me competitive advantages because I am new to the US. Besides, now most companies require applicants to apply online, and use system to match resume key words to define a suitable candidate. All these makes job-hunting more difficult. May I have your suggestions and insights toward these?
Hi Amy, your observation is very correct and i can understan how you feel. Try calling up the hiring managers directly. Do your research on the companies you wish to work for. Also try the direct approach.
It may not be easy to get to the hiring person but you must try.
GOOD LUCK!