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In
the past, career development was used as a term to
define an individual's progression through
learning. What was once a search for new skills and
techniques to advance one's career has become so
much more. The new age calls for a more refined
concept that takes into account other elements and
features of individuals. Employers/college
recruiters are looking for the complete package in a
candidate and not just high technical competencies.
College admissions viewed 5.6 million applications
for the class of 2007 and employers receive on
average over 73 applications for a specific job.
Saying this, it is apparent that a new form of
career development is required for success.
Personal Branding, defined as an individual's total
perceived value relative to competitors as viewed by
their target audience, is the solution. The target
audience in this case is a recruiter or college
admissions member who has to review hundreds of
applications and must choose between similar
candidates. Personal Branding is made up of four
major elements: personality, appearance,
competencies, and a differentiator. When these are
integrated, they become the individual's core
message. This core message, sometimes referred to
as an elevator pitch, is the individual's strongest
ammunition as he or she pursues career development.
There are tangible and intangible aspects that must
be altered and customized to the audience's
requirements. The intangible piece is the core
message, which is typically delivered or articulated
vocally through an interview or during a networking
situation. The intangible piece is considered a
"Personal Branding Kit" and is supplemental to the
core message. It consists of a resume, cover
letter, e-profile or website, CD portfolio,
references document, and flash introduction. To
have this set of marketing collateral will
automatically send a clear message to the recruiter
that you are unique and are taking the interview
process seriously.
Before you work on either, make sure you discover
your Personal Brand by brainstorming your interests,
aspirations, objectives, and by determining exactly
where you want to be in the short-term and
long-term. Both short-term and long-term goals must
align properly so that you can achieve your highest
potential. Discovering your brand is the most
challenging part because it takes the most thought.
Once you have found yourself, it is time to create
your brand, including the tangible and intangible
pieces. Once the creation process completed, you
are now able to deliver this content, both verbally
and electronically, to colleges or corporations that
you are interested in working for.
Even with a strong Personal Brand, over time it may
decay or be out-of-date. That is why the third
strategy is to maintain your Personal Brand over
time. The brand must be updated with the latest
technical competencies, attire, and feel in order to
survive. The market changes rapidly and
corporations transition, forcing you to evolve in
the same fashion. It's all about knowing where you
are, who you want to be, and strategizing how to get
there.
Top 5
Personal Branding Tips for Success
-
Start by discovering your brand, whether it be on
your own or with professional advice.
-
Ensure your skills, competencies, interests, and
personality match the job you are applying for.
-
Network with peers, professionals in your field,
and family members.
-
Create all tangible pieces simultaneously with
your intangible core message for maximum
consistency.
-
Send out as many applications as you can, with
the strongest content you have.
Career development is dead and Personal Branding is
in. There are far too many applicants for you not
to take into account the entire personal identity.
Personal Branding is about differentiation,
positioning, and creativity. It allows you to have
a better insight into what you're interested in,
your career, and your pursuit of happiness. Ask
yourself this: Do I want to be like everyone else?
If you do, then you will not be chosen for a
competitive position. Those who aren't distinct are
known, in marketing, as commodities. Commodities
have to battle on price and you want to be
compensated for your value, so stick with Personal
Branding. Commodities are easily replaceable and
unrecognizable by the target audience.
There is an even bigger picture with Personal
Branding and that is life. Those who have strong
brands will not only succeed at their profession,
but will also have a better life experience because
they will gain confidence in their skills and feel
unique in a world where there are billions of
people. Career development was only the beginning
and now Personal Branding has taken over and you
must brand yourself!
Dan has 6
years of experience as a marketing consultant,
business owner, web designer, and market strategist,
at age 23. Prior to his current position at EMC2, he
served in several marketing positions in companies
such as Reebok, Lycos, LoJack, and TechTarget. His
current interest is in Personal Branding.
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