Home' Trinidad and Tobago Guardian : January 17th 2017 Contents B5
Tuesday, January 17, 2017 guardian.co.tt
Personal branding has some-
what mainstreamed and is be-
coming more accepted in job
search. But I still see too many
job seekers confused about
what branding actually is.
It's no wonder they're confused,
with so much debate and misin-
formation floating around social
media and traditional media. Do
you feel bombarded by the oppos-
ing voices and befuddled about
branding and whether it has any
value in job search?
The Hype and Myths
Some of the misguided
things you've probably heard
about what personal branding
is:A passing fad not worthy of
consideration -- the next new
thing is bound to come along and
The way to position yourself as
an expert in your field.
An opportunity to brag about
Just a catchy tagline for your
resume and email signature.
Your ticket to making big money.
The way to become famous.
A brand statement that lists your
relevant functional areas of exper-
tise, just like a job description.
The Reality --
What personal branding re-
Simply put, branding in job
search is a way to uncover, define,
and communicate your unique ROI
(Return on Investment) value to
your target employers, based on
Authentic personal branding
takes work. The development
process requires pinpointing the
personal attributes, values, driv-
ers, strengths, and passions that
differentiate your unique promise
of value from your peers, in con-
tent and messaging designed to
resonate with your target audience
(or target employers).
The Hype and Myths vs. Re-
Branding isn't a passing fad. In
fact, the process of identifying
what differentiates you from your
competition has been part of job
search, career marketing, and re-
sume development for decades. It
was given a name in the mid-nine-
ties by Tom Peters. It may go by a
different name in the future, but
the concept and approach will
probably be the same.
If you're not actually an expert
in your field, don't lie and mislead
people in your brand messaging.
When push comes to shove, you
won't be able to live up to the ex-
pectation . . . and then you will
have tarnished your reputation
by boasting inflated claims.
You may call branding bragging
about yourself, but it's really all
about being truthful about the
best you have to offer. If you've
achieved great things, you'd be
wise to let your target employers
know about it, without embel-
If all you've done is create a spif-
fy tagline, and you think you've
defined your brand, you haven't done
the work. Back up, and spend time
identifying what differentiates you.
Money may come with branding,
but if you're setting out to become
wealthy, it takes a whole lot more than
knowing and expressing your brand.
Your brand may help you land a high
paying job (I hope!), but once on the
job, everything will fizzle if you don't
have the goods to back up your claims.
Unless your goal is to become famous
and you have whatever "it" is that
makes people famous, your brand alone
probably won't make you a superstar.
A brand statement needs to be much
more than a string of relevant keyword
phrases highlighting your functional
areas of expertise. To make it hit home
with recruiters and hiring authorities
assessing you, it needs to integrate your
hard skill sets with your softer ones --
indicating who you are and how you use
your skill sets to make things happen.
Read more in my article, Creating Your
Authentic Personal Brand Statement.
Why personal branding matters so
much in job search:
The branding process helps you un-
derstand your ROI value to your tar-
get companies and what differentiates
you from your competition in the job
And helps you clearly communicate
that ROI value and good fit qualities
when you network and interview,
And helps you stand out from your
competition in your career marketing
materials (resume, biography, online
profiles, blogging, etc.).
Your brand incorporates your "soft-
er" side and generates chemistry for
who you are, what you're like to work
with, how you make things happen,
and what you have to offer that no one
Try to ignore the hype and myths.
Learn what authentic branding actually
is. Invest time and effort in identifying
the things that differentiate you from
your competitors in the job market and
the things that make you the best hiring
choice for your target employers.
Personal Branding Hype and Myth vs. Reality
MINISTRY OF HOUSING AND URBAN DEVELOPMENT
LEGAL OFFICER II
Applications are invited from suitably qualified
persons to fill the position of Legal Officer II, on
contract, in the Ministry of Housing and Urban
Please visit: www.housing.gov.tt for further
information on the position and other
We thank all applicants for their interest; however,
please note that only candidates shortlisted for
interviews, will be contacted.
For more information, please contact:
623 4663 ext 2035/2042
The deadline for receipt of applications is
January 27, 2017
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