Home' Trinidad and Tobago Guardian : April 21st 2015 Contents B19
Tuesday, April 21, 2015 www.guardian.co.tt Guardian
Personal branding for job search is a
method to differentiate the good-fit qual-
ities and value you offer your target
employers over those competing against
By aligning your key areas of expertise,
driving strengths, passions, and relevant
personal attributes with your target employ-
ers current needs, your brand makes you
stand out from the crowd.
Executive branding encompasses personal
and business attributes, and zeroes in on
your leadership qualities that drive high-
performing teams to deliver (or over-deliver)
on goals, increase profitability, boost pro-
ductivity, decrease expense, etc.
When preparing for executive job search,
your mission is to create content for various
purposes, and build an executive brand com-
munications plan that reinforces your unique
promise of value to your target employers,
across diverse channels online and off-line.
Here's how to pull it all together. You'll
find articles listed on the right with more
information about the topics below.
BUILD EXECUTIVE BRAND
CONTENT FROM THE INSIDE OUT
Step one in executive brand-building is
doing the time-consuming back-end work
of digging deep internally and externally:
• Research target companies
Once you've made a list of employers that
interest you, learn all you can about them.
• Identify relevant keywords
You'll use these throughout all the content
• Complete personal branding exercises
Define the personal and business attrib-
utes that make you a successful leader.
• Get feedback from others
about the value you offer
Both at work and in your personal life,
learn what others see and value about you. The true
measure of your brand is the perception of you held
by the external world. Annual performance reviews
are a great resource.
• Build out your career history
For each job, detail your scope of responsibilities
and key areas of expertise (using the relevant keywords
you've uncovered) that align with target employers'
EXECUTIVE BRAND ESSENTIAL CONTENT
Just to keep pace with your executive job seeking
competitors, you'll need to create content for these
6 forms of job search communications:
1. Executive brand positioning statement
This is a brief 3-5 line paragraph that links your
areas of expertise (using the most relevant keywords
you've identified) with your key personal attributes,
in content that will resonate with your target
Here's an example of a brand statement for a VP
of Global Marketing in Medical Devices:
"Respected for my unflappable temerity, I am a
tireless innovator in new product development, strate-
gic planning, marketing, and commercialization. I
envision opportunity where others see complexity
and thrive when tackling the big projects, making
the tough decisions, and catalyzing the team to surpass
goals and outdistance competitors. A supportive,
consensus-building leader, I value collaboration and
guide with confidence, diplomacy, and heart."
2. Executive resume
Include your brand positioning statement (above)
in your resume.
3. Executive career biography
Because it's a better storytelling vehicle than your
resume, your bio helps those assessing you envision
you at work, contributing to the success of the com-
4. LinkedIn profile
Use both your resume and bio to create this content.
Once you build your branded profile, get busy on
relevant LinkedIn Groups, starting and participating
in discussions where you can showcase your subject
5. Email signature tagline
Pare down your personal brand statement into a
hard-hitting, concise tagline. Here's an example, for
the same executive job seeker as above:
"Tireless innovator in new product development,
strategic planning, marketing, and commercialization,
envisioning opportunity where others see complex-
6. Your elevator pitch, or
"Tell me about yourself" response
If you can't tell people exactly what you have to
offer and what you want (what type of job in what
geographical location and industry) they won't be
able to help you reach your career goals. Here's an
example using the same job seeker as above:
"I'm a tireless innovator in new product develop-
ment, strategic planning, marketing, and commer-
cialization for the medical devices industry. I'm seeking
a senior-level marketing position in the [geographic
location] area. Two of the companies I'm targeting
are [name of company] and [name of company]."
With the above items under your belt, you're ready
to start networking your way into opportunities at
your target companies.
Taking the time to target your job search and define
what differentiates you from your job-seeking com-
petitors in the content across your executive brand
communications plan will help you focus, and land
a best-fit job faster.
Links Archive April 20th 2015 April 22nd 2015 Navigation Previous Page Next Page