The other day, a member of one of my LinkedIn Groups, Knock em Dead Secrets & Strategies commented about a post of mine on my Executive Career Brand blogsite, that I had posted as a Discussion to the Group, You Are Not a Brand. You HAVE a Personal Brand.
Along with stating how annoyed she gets with all this personal branding nonsense, the commenter noted that branding is “dated, presumptuous and uninformative”.
I’m used to getting this kind of response when I write about personal branding. People either misunderstand what it really is, or dismiss its value.
I thanked her for her comment and responded as follows:
I can see you’re tired of hearing about personal branding, like so many others. I’m sorry my post rankled you so.
“Personal branding” may be an overused phrase, but in my 20+ years as a resume writer and job search strategist, I’ve found nothing works better to help differentiate what my clients have to offer over their competitors, and help them land in mutually good-fit jobs.
Job seekers today are faced with fierce competition, and employers are demanding (and getting) the very best candidates. Whatever we, as resume writers, and they, as job seekers, can do to position them above the pack needs to be embraced.
Uncovering one’s target employers’ needs and aligning one’s own unique set of qualifications and personal qualities with their needs – that is, personal branding – is really the only way to position one as a good-fit for those employers.
Personality and other “soft” skills are becoming just as important to employers as the “hard” skills and qualifications. Doing the personal branding work helps people uncover all those qualifiers.
The methodology we call “personal branding” may be more palatable if it had another name. But after all, it’s just a name. Like it or not, branding – or whatever people want to call it – is here to stay.
What’s your take on personal branding . . . sick of it or sold on it?
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