To paraphrase Charles Dickens, in both the best of times and in the worst of times, the job market is never easy. Just showing up and being there is never enough. You need to distinguish yourself for the value and benefit that you will bring to a company. You need to communicate you value in a clear Personal Brand Statement. Just like companies and products need a clear positioning statement, so do you.
Personal Branding is the process whereby people and their careers are marked [and marketed] as brands. A Personal Brand Statement is a succinct statement of the strong core statement of the aptitudes, abilities and experiences that differentiates you from others and helps you gain a competitive advantage in your current and future jobs.
If you cannot communicate what makes you different (and better) from others with similar education and work experience then you are either not clear on your unique value - or you don't have significant unique value. You're not clear? Write down the quantifiable achievements that set you apart. How have you impacted the bottom line of companies where you have worked. List the points that set you apart from others: things you have done, things you can do, topics you have studied, awards, achievements, etc. What are great at?
Now try to put this into a statement that is impactful, and is written in 140 characters or less. It's not supposed to be easy, but this is important. Now use this statement prominently on your CV and in your personal bio. In fact, replace your "target job" on your CV with you Personal Brand Statement. Also, make sure that your CV is very clear about how you have positively impacted the bottom line at your current and previous companies. You don't have much to list? Get started changing that right now. It's not too late. What can everyone do to grow their personal brand?
1. Be a generalist and specialist. Know a lot about something so that you are the go-to person. Also, learn as much as you can about a wide variety of topics. That way you can be moved into other roles if times get tight. Also, the higher you advance in a company, the more you are required to be a generalist. This is hard work and takes time, but it will make you more valuable for your flexibility.
2. Be a purple cow. Work on developing and growing the things that make you stand out in the field of other people in the same way that a purple cow would stand out. Be remarkable and people will remark.
3. Don't just look for a job, spend your time being interesting. Do interesting things. Do things that you love. Meet people who love the same things. Connect with them and grow your network. When it comes time to find a job, you will be noteworthy for being interesting. If you're only doing what you're supposed to do, then you'll only ever be wedged in the middle of the pack with everyone else who is doing what they are supposed to do.
4. Learn. Read, study, take classes, study online, ask questions - and never stop learning.
5. Showing up is not enough. Having a CV online and just being there is no longer enough. Your CV needs to reflect your Personal Brand, it needs to be complete, and it needs to be a rich record of your value to a potential employer. Your CV is an advertisement for you. Having the best ad takes thought, time and creativity.
6. Network for mutual benefit. Don't network like it's work. Be interesting and find interest in others. Build a network of peers who respect each other for mutual value and benefit. Plant the seeds of value in your network and you will harvest benefit.
7. Be everywhere. Have a LinkedIn profile and use it. Make it reflect your Personal brand benefit. Include your Personal Brand Statement. Join other social and professional networks. Actually, be everywhere - and be there well.
8. Follow the Thought-Leaders to become one. Read blogs related to your industry and your other interests. Comment on stories that interest you. Make meaningful contributions beyond, "nice entry." If you can't keep up, use an RSS reader like Google Reader to have the content come to you.
9. Show what you know. Start a blog by yourself or join with some co-authors and blog about your industry. Create meaningful entries on a regular schedule and you will build a niche following - and your Personal Brand.
10. Join and engage. There's a great conversation happening on the Twitter right now. Are you missing it? Create a profile, follow people that interest you, be interesting in return, and you will be networking in real-time online.
There is always more that you can do. Start by defining your Personal Brand through a Personal Brand Statement. Then fill in the gaps through involvement and hard work. Trust me, it will help you build your lifestyle of choice.
If you have any questions about any of the points above, just leave a comment here.
