Three Simple Steps To
Too often job seekers send out
resumes without a focus or message that speaks to the
reader. They include all of their jobs going back many years
with an extensive list of job responsibilities. What they
fail to do is convey their unique personal brand or value
proposition to a hiring manager that clearly demonstrates
what it is they do best – even better than anyone else!
When you think about a product, what comes to mind? It is
the look, feel, smell, performance, quality, or low cost?
Whatever it is, that is what sets it apart from similar
products and is probably the one area the company
aggressively promotes about the product. The same is true
when setting yourself apart from other job seekers in your
field. Why should a company choose you when they have ten
other candidates with similar career paths?
If you know the answer to that question, then that is your
personal brand! If not, then you need to find out what it
is! Here are some simple steps to get started:
STEP 1 – Research Your Personal Brand
Conduct a marketing survey to ask friends, family, and past
co-workers what they think of you on a personal and
professional level. You might be surprised at the responses
– good and bad! For this exercise, we are going to focus on
STEP 2 – Define Your Personal Brand
Here are a few general examples to help you translate the
feedback to your personal brand (parenthesis):
Workaholic (hardworking, determined, ambitious, driven)
Always busy doing something (project oriented; multitask
Someone to turn to when advice is needed (good listener with
consultative skills; problem solver).
Someone to count on in a pinch (reliable; team player).
Frugal; knows how to stretch the mighty dollar (budget
Handy around the house and in the yard (technically or
mechanically inclined; good with tools).
STEP 3 – Market Your Personal Brand
Okay, you’re probably wondering what you are supposed to do
with the information once you have it. For starters, you can
apply it to your resume because that is your marketing tool!
Step 2 gave general examples in various areas. However, if
the responses reveal a common thread with the same qualities
listed from nearly everyone you surveyed, you can start
building on that personal brand.
Let’s say one of the areas most noted in your survey was
“always busy doing something” which translates to “project
oriented,” you can decide if the position you are seeking
requires that skill set. If it does, then you need to think
back to all of the positions you’ve held involving special
projects that went beyond the daily routine, and list the
best ones. Be sure to show how you managed all aspects of
the projects. Don’t just list the project name.
Then you can target a project-oriented position in almost
any field as long as you can show your interests and skills
that conveys you are either qualified or positioned to
transition to that type of role.
For example, if you are seeking a construction site project
manager position or an IT project management position, the
focus of your personal brand message should start with the
job title, prominently displayed: PROJECT MANAGER . . .
followed by a great Career Profile . . . followed by a
keywords category to show the reader that you are indeed
about project management. Somewhere under Professional
Experience, you should take it to the next level by
emphasizing you projects under a Project Highlights section.
Keywords could include project management, team leadership,
crew scheduling, budget control, inventory control,
purchasing, equipment installation, systems integration,
regulatory compliance, performance measurement, quality
Using this branding technique will help you to connect with
the reader. The exercise will also help you to decide what
you really want to do and will prepare you for interviews.
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About The Author:
Ann Baehr is a CPRW and President of Best Resumes of New
York. Notable credentials include her former role as Second
Vice President of NRWA and contribution to 25+ resume and
cover letter sample books. To learn more visit http://www.e-bestresumes.com