10 Tips for Communicating Your Career Brand
An Article by Susan Whitcomb, Certified Career
Management Coach, Career Coach Academy
What talents and strengths do you want to be known for
in your career? What kind of employer will be drawn to, connect with, and pay
a
premium for that?
These two questions capture the essence of what career
branding is all about. Image and connection. Think of your brand as a uniquely
individual image with a magnet attached to it. Many of the dynamics behind
corporate branding--why a consumer chooses Crest over Colgate--also apply in
hiring. These 10 tips will help guide you in creating and communicating a brand
that will help employers choose you!
- Job
search is marketing. You are the product and the employer is the consumer. A
clear and compelling career brand helps employers perceive the benefits of your
product, giving you an advantage in the job market.
- Successful
career brands weave together three A’s: Authentic image, Advantages, and
Awareness. Project an image of your authentic self, focus on the advantages you
offer in getting the job done, and make employers aware of those advantages.
- Branding
can be accomplished through verbal and visual means. Verbal branding includes
your sound bites and success stories, while visual branding is accomplished
through your actions, attitude, and attire.
- Hone
your product benefits into a 3-Point Marketing Message that conveys your unique
strengths. This is a critical sound bite in your branding campaign. Here’s a
short and succinct example: I excel at the 3 R’s of sales: research,
relationships, and revenue--I exhaustively research client needs, build
relationships based on serving those needs, and have a track recording of
driving record revenue as a result.
- Create
a Benefit-Driven Target Statement to keep you focused in your search, help
networking contacts know how to help you, and explain your value to
interviewers. Align your statement with employer buying motivators, such as
generating revenue, saving money, or solving a problem.
- Mix-and-match
your success stories and sound bites to create a comfortable yet compelling
2-Minute Introduction. Consider using a tagline that helps people remember you
in a unique and favourable light. Perhaps you can dub yourself “Mr. FedEx”
because you always deliver projects on time!
- Practice.
You must be able to deliver your sound bites naturally, without appearing as
though you’re reading a telemarketing script.
- Visual
branding means you must look the part. Ask for wardrobe advice from someone who
is successful and has a good sense of style. If uncertain about how to dress
for a networking event or interview, ere on the side of formality.
- Visual
branding also means you must act the part. Candidly evaluate your mindset,
beliefs, behaviours, and attitudes. Are these consistent with others in your
field that have attained notable success?
- Find
a person or two who will respectfully and selflessly support you in your
commitment to shaping and enhancing your ideal image. A coach can be an ideal
support person.
Branding will either contribute to or take away from
the chemistry you want to create with employers. Enjoy creating and
communicating your brand!
Susan Whitcomb, is a Certified Career Management Coach and founder
of Career Coach Academy. She can be reached at (559)
222-7474 or by e-mail at SWhitcomb@CareerCoachAcademy.com
Graham Management Group is the leading Canadian
career consulting firm. We offer excellence and innovation in resume,
interview, and career strategy. Our service is confidential and by appointment
only. To obtain further information or to schedule an appointment, contact
Graham Management Group at (905) 878-8768 or e-mail us at info@grahammanagement.com
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