I write resumes and other career marketing documents for a lot of top marketing executives who know all about branding the products they promote, but nothing about using their personal brand to market themselves.
Many executive job seekers I talk to are not aware that they already have a brand, which in essence is their reputation. The people around them know where their talents and strengths lie, and what things they can always be relied on to deliver.
With a little thought and probing, they can develop their personal brand and put it to good use in their executive job search and career management. It’s just a matter of tapping into and leveraging the best they have to offer.
As part of the document development process, my clients and I get to the meat through a personal branding session in which we have a value-focused dialog zeroing in on pivotal areas. Some of the touch points include discussing:
→ What makes them really good at what they do.
→ What jazzes them the most about their work and how that converges with what they do really well.
→ How they compare to the best in their field.
→ How they extract the best out of their teams.
→ Measuring their brand based on what those around them have to say about them.
We’re finding added benefits to the session beyond mining information for their career documents. It motivates my clients to move forward and fires them up for interviewing and the road ahead. They’re reminded of all the critical contributions they’ve made to past companies and gain renewed confidence in their marketplace value.
The branded “career success stories” we formulate in the development process become compelling examples of how they tackle and overcome challenges impeding company imperatives.
These stories, interjected in interview conversations, provide evidence of their promise of value to their next employer. They help interviewers picture the candidate on the job, solving problems.
Defining, embracing, and communicating your personal brand differentiates you from competing candidates and positions you at the top of the list. The exercise also preps you to interview better.
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