• November 12, 2020
  • Posted by General Electric Credit Union
  • 3 read

Your Personal Brand and Strengths

When asked what the biggest challenge is when it comes to your job search, many may say: effective networking, figuring out the right career path, being an introvert in an extrovert world, getting noticed… the list goes on and on.

The key to facing this challenge in your job search is to zone in and develop your remarkable brand. What impression do you want others to have when they think of you? When you see big companies like Amazon, you may think of words such as speed, convenience, recognizable, and variety. What do you want to come to mind when others think of you? Especially what employers think of you when you’re on the job hunt. It’s important to remain mindful of your personal brand, on and off the job.

To stand out in the job search, it helps to look at it from a proactive standpoint of what can you do to influence others perception of you. Be intentional and strategic about how you market yourself and position your personal brand to be one that includes strengths and qualifications you are communicating to a hiring manager.

The power of the purple cow

Let’s take the power of standing out, from the Purple Cow by Seth Godin, Seth takes the reader through an experience his family had on a vacation while in Europe. They get off the plane and take a taxi to their hotel. During the drive through the countryside, he looks up into the field and he sees cows everywhere. Fascinated by this finding, he thinks this is so beautiful. Not more than five minutes later, he’s not paying any attention to the fields with the cows – it’s the same mountain side, beautiful fields, and cows but they aren’t having the same initial impact. But what if there was a purple cow? That purple cow would capture engagement and fascination for longer, standing out to the viewer, which is exactly how you want to think about your personal brand. How do you become the purple cow?

If you aren’t remarkable… what are you?

It’s time to put aside roadblocks you think are standing in your way and focus on creating a message and brand that help you stand out. Here’s how to start:

  1. Start with your target job in mind. Your personal brand will help you get there but the target job must be outlined first. This determines how you will craft your messaging to fit the target audience.
  2. Write your personal branding statement using:
    • Education and Experience: In a single statement, clarify your education, training, degrees, certifications, and anything else that would qualify you for the position. Identify the education and training that has prepared you to be successful in the desired role.
      • Clearly talk about your years of experience
      • Outline your scope of experience
    • Define your unique promise of value
      • Branding separation: What separates you from other candidates
      • Branding promise: What do you promise to make happen in your desired role
      • Branding value: How are your skills and experiences valuable to the company
    • Define Strengths
      • What are your strengths or natural approach to work
      • What is the impact of those talents on your results and/or relationships

If you are having trouble constructing your statement, use this summary checklist of best practices:

  • Focus on the three core elements: Your education and experience, branding promise, and your unique strengths.
  • Construct your statement to reflect your target job.
  • Keep your message to 45 seconds or less, and speak it with confidence and excitement.
  • Rehearse, rehearse, rehearse. Be able to recite your personal branding statement at the drop of a dime to use in interviews and follow ups.
  • If you think you know it, rehearse it again.
  • Ensure you weave your statement throughout the entire job search process.

It’s important to have a well-structured personal branding statement geared toward your target position. This statement encompasses you as a whole – it’s how you want hiring managers and recruiters to see and think of you. Always remember, focus on your education and experience, your promise and value to the company, and your unique strengths. These are tips to help stand out in the competitive job market.

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