Home' Trinidad and Tobago Guardian : August 18th 2015 Contents B33
Tuesday, August 18, 2015 www.guardian.co.tt Guardian
With target employers in mind, your
personal brand "positioning" statement
should link your functional areas of
expertise (hard skills) with key personal
attributes, values, and passions (softer
The message should showcase your prom-
ise of value and position you as a good fit
to meet those employers current needs.
In my experience, job seekers may have
no problem with the first part -- zeroing in
on their hard skills and functional areas of
They can readily identify this part of the
value they offer their target employers. But
that is often the ONLY part of their brand
they focus on in their brand statement.
WHAT HAPPENED TO THE
'PERSONAL' PART OF THEIR
Without the personal, their brand state-
ment is not much more than an anemic job
description, stringing together functional
Workshop Foreman (Range 28)
IN THE PUBLIC SERVICE
Applications are invited from suitably qualified persons for appointment to the above mentioned office.
Considerable (4 to 8 years) mechanical workshop experience as a skilled worker including some experi-
ence (18 months to 4 years) in a supervisory capacity; and training as evidenced by a Primary School
Leaving Certificate supplemented by the Trinidad and Tobago National Certificate in Auto Mechanic
Trade; or any equivalent combination of experience and training.
Range 28: $6,890-$8,560/$9,283 per month (2013).
For further details, persons wishing to apply can access the Advertisement, the Application Form and the
Job Specification at the Service Commissions Department and on the website at www.scd.org.tt
INTERESTED PERSONS MUST SUBMIT THEIR APPLICATION NO LATER THAN
11TH SEPTEMBER, 2015 TO
THE DIRECTOR OF PERSONNEL ADMINISTRATION,
SERVICE COMMISSIONS DEPARTMENT:
52-58 WOODFORD STREET
PERSONS WHO HAVE APPLIED PREVIOUSLY ANd who still wish to be considered for
appointment to the office are advised to re-apply in response to this Advertisement.
INCOMPLETE AND UNSUITABLE APPLICATIONS WILL NOT BE ACKNOWLEGED.
a) Information/documents to be submitted; and
b) Applications which are deemed incomplete and unsuitable.
areas of expertise.
Without the personal, their brand statement prob-
ably reads about the same as their job seeking com-
petitors , and doesn t help people see what makes
them stand out above the rest.
Personal branding is not about sameness. It s all
That kind of so-called brand statement does little
to generate chemistry for them as a candidate. After
all, if they re running an effective job search campaign,
most of their efforts will be spent networking.
This means that their career documents (resume,
biography, etc.), LinkedIn profile, and whatever con-
tains their brand statement, have to be reader-friend-
ly.In this case, human eyeballs will be assessing them
through their documents and profiles, so they need
to be an interesting, compelling read.
Of course, recruiters and hiring decision makers
want to see relevant keywords, so those need to be
well represented in career documents and online pro-
files. But these people also want to know more about
candidates than what they do.
They want to know who they are and how they
make things happen. A brand positioning statement
gives them the opportunity to provide that infor-
FIND YOUR PERSONAL BRAND
Sometimes the problem job seekers have, when
creating a brand statement, is not giving themselves
permission to include their personality and be authen-
To get to the "personal," these are the following
questions I ask my clients in consultation should
• What are you known as the go-to person for?
• What drives you? What things are you most
passionate about at work?
• What words do people use when they introduce
• How do you describe your leadership style?
How do you get the best out of your teams?
• What differentiates you from others who do
the same work -- your competition in the job
market? What combination of things do you
offer that no one else does?
Here s an example of an executive brand positioning
statement that links hard skills with softer skills to
You can see that it positions the way this candidate s
pivotal strengths and areas of expertise will impact
bottom line, while also highlighting her personality,
vibrancy and passions.
Take the time to do the branding work and bring
out the "personal."
Don t be afraid to "be you," generate chemistry,
and differentiate yourself in your resume, LinkedIn
profile, and other career marketing communications.
Differentiation captures attention and resonates much
better than sameness ever will.
• Take charge, game-changing Project Portfolio
Management expert who over-delivers on
aggressive goals for highly-matrixed
organisations, while minimising risk, reducing
complexity, and decreasing expense. A trusted
partner, I thrive on designing and leading multi-
million dollar programs and influencing globally
across functions and lines to deliver on my mantra:
OTOBOS -- on time, on budget, on schedule.
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