The Weapon of Choice in Your Job Search: Your Personal Brand

Mary Rosenbaum | June 28th, 2010

Your personal brand is a great weapon in today’s economy. If you are looking for a job it helps to distinguish you in a crowded universe. Knowing your strengths, talents, values and passions helps you identify and achieve your goals. When you know where you want to go then you can more easily articulate what you offer and why you would be a great hire. Identifying your specific areas of expertise enable you to more easily promote yourself to your desired target audience.

There are common mistakes people make because they believe that casting a wide net will open up opportunities while specificity will limit their chances of securing a position. Here are some things to avoid when involved in a search:

1. Presenting yourself as a jack of all trades (and therefore master of none). Generalists are not memorable and therefore not easily remembered. Stand for something and identify a speciality or differentiating quality so that you stand out. You are not a commodity so find your unique talents and strengths and shine a spotlight on them.

2. Cover all your bases and make sure your resume includes every responsibility you ever held so that nothing slips through the cracks. A resume that has too much information is as bad as one that has not enough. A resume filled with more than what’s needed is asking the reader to pick and choose what he/she deems important. Instead a resume that highlights the skills and talents you want them to see puts you in charge of how you are viewed. The focus should be on the job you want, not the one you had 15 years ago. So take control of what they think, point them in the direction you want to go, and the odds of being singled out increase.

3. One cover letter will do because most people don’t read them anyway. As a former executive recruiter I can say that I read cover letters and often forwarded the contents to potential employers. A cover letter provides the reader with a reason for meeting you. The letter connects the skills they want, the experience you have and the successes you achieved using those skills. It allows you to show personality and to illustrate the knowledge you have of the industry and of them. This is an opportunity to let your differentiating qualities come through and let you personal brand be more visible.

So don’t bury your personal brand in favor of being all things to all people. Instead use the resources that are in your control to spotlight the differences.

Are there other myths or beliefs that should be dispelled when looking for a job or making a career change? Please share them with us.

Utilizing her experience of over 25 years Mary Rosenbaum helps careerists and entrepreneurs position themselves so they can stand out from the competition. Get her free report Top Strategies for Getting Visible and Getting Ahead.

Follow me on Twitter @Careersguru

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