When you’re starting your job search, your first step is to get your documents strong enough that you get selected for a job interview. Once you get your feed in the door and get invited to a job interview, you can sell yourself to the interviewer by confidently making the case that you’re an exceptional candidate. Before that even happens, every step on the way like your resume and cover letter and in theses day a strong LinkedIn Profile is going to be the pitch that gets you picked for an interview.
One of the best ways to achieve that goal is to brand (or rebrand) yourself if necessary, so you’re a close match for the jobs you’re targeting. What does this mean? And how do you do it?
What is Branding?
Professional branding (also called personal branding) has become a popular self-marketing concept in job search and career management. It's a strategy to rise above teeming masses of competition for the best jobs. Also, rebranding if you’re considering a job or career shift, means deciding what professional path you’re on and tailoring your credentials, expertise, and what’s visible to network connections and prospective employees, to match that brand.
1. What is your Brand About?
The first step in creating or reinventing your brand is to determine what you want that brand to represent. In my coachings I often say: "Imaging you are a product on the shelf what message do you want to give the customer." What type of job would you love to have? Would you like a new job in a similar role or the same job in a different industry? If so, that’s a relatively easy brand update. If you’re looking for a career change, you’ll need to invest more time and energy into rebranding yourself.
2. Google Yourself.
Google yourself and check the results before you start making any changes. You will want to see how the current information available about you reflects your professional and private (!) persona, and ensure that it clearly reflects where you are in your career and where you want to go next. Look at it from the viewpoint of a hiring manager to see what narrative you are sharing about your achievements and aspirations.
3. Define your Goal.
It’s important to figure out how you’re going to get to where you want to be. Does your career need a makeover? Do you need new skills or certifications? Or can you tweak your brand and update it so it’s a fit for where you want to go next? Make a list of what you need to do before you get started. There are things you can do at your current job to position yourself for success in the next one. If your career needs a major overhaul, it will require more planning, a bigger investment of time and sometimes a career coach or resume strategist.
4. Upgrade your Profile.
Are you short on the skills you need to make a successful brand switch? If you can carve out some time, it can be easy to gain the skills you need to bolster your qualifications. There are many free and low-cost classes you can take to get the career skills you need. Once you’ve upgraded your skill set, take on some pro bono, volunteer work or freelance projects to create a portfolio of skills related to your rebranding objective. You can add those skills to your resume and LinkedIn, and refer to them in your cover letters.
5. Create a Branding Pitch
A branding pitch is a short and catchy statement that encompasses what makes you a strong candidate for a job. Writing a branding pitch can help you to capture the essence of what you want to accomplish in the next phase of your career. Taking time to write your own pitch will help you to focus on what you want to accomplish with your branding or rebranding. Adding a branding pitch to your resume and LinkedIn Profile is a way to show employers how you can add value to the organization if you were to be hired. .
6. Update Your LinkedIn Profile
Also, update your LinkedIn profile. It doesn’t have to match your resume exactly, but it should be close enough to pass scrutiny because employers will check it. Take time to write a summary that’s informative, reflects your career interests, and will grab hiring managers' attention.
7. Check Your Other Social Accounts Too
Is the message you’re sending to recruiters and networking connections consistent? When they look at each of your various public social media accounts will they get the same impression? Consistency is important when you’re using social media for career development. Using the same professional photo across platforms will help to build your brand.
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Whether you are looking to discover a career you love, build the confidence to make a change or develop the necessary skills to land a big promotion, we are here to help you make it happen! Creating tangible results in your life and career is our utmost priority, and so our coaches are all fluent in the languages of strategy, business performance, leadership, and interpersonal dynamics. We utilize evidence-based coaching models and methodologies rooted in positive psychology, adult learning techniques, neuroscience and change theories to ensure that you achieve the results you are looking for. Our career coaching services include:
Finding the right career path for you
Navigating career transitions
Resume and cover letter writing
LinkedIn and online presence
Job application process
Negotiating your job offer
Landing a promotion
Enhancing your leadership skills
Achieving professional goals