To Be Relevant, Know Your Brand

January 18, 2012

Before you sell something, you must thoroughly understand the product you are selling. Likewise, in a job search, you must know your brand (yourself) before you can sell yourself to a prospective employer.

Begin by creating a clear picture of who you are, where you’re going and the impact you can have in the workplace. This requires quiet, thoughtful contemplation, so don’t rush the process.

Several years ago when I lost my job as a marketing professional, I began my job search by spending quality time in a re-branding process. Though I love everything digital, I deliberately went “analog” for this planning exercise. I took a journal and a fountain pen to a local coffee shop. Journaling is a magical practice for tapping into a deeper creative consciousness.

There in the coffee shop, over several sessions, my brand came into focus as I wrestled with answers to questions that were easy to ask but surprisingly difficult to answer.

Questions I Asked Myself

The foundation for my introspection was laid by a series of questions such as:

  1. Who am I?
  2. Where have I been?
  3. What have I done?
  4. Where am I going?
  5. What can I do?
  6. Why would someone hire me?
  7. How am I different than other candidates?

Wresting with these questions proved to be invigorating and I gained the momentum necessary to find an incredible career opportunity.

In your job search, you may be tempted to hurry through the planning stages. If you do, I predict you’ll flounder later.

Keywords Describing My Brand

As part of my planning process, I also brainstormed a list of  keywords that defined my brand. I made a lengthy list of what I perceived my brand to be. I pulled keywords from my resume and cover letter. I also listed the phrases others used when describing me, my performance and my reputation.

Make a list of at least 25 keywords that define your brand. Go for quantity and make the list as lengthy as possible. In a later post I’ll describe how to focus this list so you can differentiate yourself from your competitors. For now, though, be creative without unnecessary editing or critiquing.

In the early phases of a job search, my advice is to become very conversant on the basics of your brand—who you are, where you’re going and what you’re looking for.

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These ideas on personal branding were originally presented during two workshops I conducted for the Nonprofit Leadership Alliance. The sessions were attended by current and aspiring nonprofit leaders who came from across the nation for the annual Alliance Management/Leadership Institute, the nation’s largest leadership development and networking symposium for students, faculty and nonprofit professionals. —DH


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Posted by Duane Hallock

How to Be Relevant in a Competitive Job Market

January 17, 2012

In a job search, if you are not relevant you are obsolete.

Technology, ideas and even workers lose their relevance when they fail to provide value to the end user.

As a job seeker, you become relevant to prospective employers when you remember it’s all about them, not you. You may be proud of your degree, your experience or your community activities. Potential employers, however, will not share your enthusiasm unless they can somehow see how your credentials will make them more successful in their jobs.

Assume that a potential employer is selfish. He or she is not looking to do you a favor by rescuing you from the vast sea of unemployed swimmers. No, your next employer will only be interested in hiring you if you can contribute to his success.

Being relevant means that your resume, cover letter, LinkedIn profile, interview answers and all communications focus on what you can do for THEM, not what they can do for you. Like it or not, it’s all about them, not you.

Three ways to be more relevant are:

  1. Know your brand. You must thoroughly understand yourself—the “product” you are trying to sell.
  2. Convert features into benefits. Remember, it’s all about them, so phrase everything in the context of why they should care about the information you share.
  3. Focus on your cover letter. This is your “sales brochure” where you talk to potential employers about their world, their success and how you you can help them win.
Remember, you are relevant to a potential employer only when you focus on what they need, not on what you want.

—————————————————————————

These ideas on personal branding were originally presented during two workshops I conducted for the Nonprofit Leadership Alliance. The sessions were attended by current and aspiring nonprofit leaders who came from across the nation for the annual Alliance Management/Leadership Institute, the nation’s largest leadership development and networking symposium for students, faculty and nonprofit professionals. —DH

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Posted by Duane Hallock

Personal Branding — How to Stand Out in a Competitive Job Market

January 16, 2012

If you’re looking for a job, you face fierce competition. How can you stand out from the rest of the pack? What can you do? I have three words of advice. You must be:

  1. Relevant. If you’re not relevant, you are obsolete.
  2. Different. If you are not differentiated, you are not marketable.
  3. Findable. If you are not findable, you do not exist.

That was the premise of two workshops on personal branding I led this month for the Nonprofit Leadership Alliance. The sessions were mostly attended by university students who will soon be entering the turbulent job market. Hundreds of students, along with their faculty representatives, came from across the nation for the annual Alliance Management/Leadership Institute, the nation’s largest leadership development and networking symposium for students, faculty and nonprofit professionals.

Following is the structure of the workshop, and also the sequence of the upcoming blog posts where I will elaborate on my suggestions for personal branding.

1. How to Be Relevant in a Competitive Job Market

A. Know Your Brand

B. Convert Features into Benefits

C. Focus on Your Cover Letter

2. How to Differentiate Yourself in a Competitive Job Market

A. Know Your Competition

B. Create a Unique Elevator Speech

C. Blend Personal and Professional

3. How to Be Findable in a Competitive Job Market

A. Want to Be Found

B. Expand Your Digital Footprint

C. Share Your Content Online

I enjoy leading workshops and writing blog posts, not so much because of the wisdom I might impart, but rather because of the conversations that ensue. I learn from others.

Collectively we are all smarter than any of us individually, so I welcome your thoughts on any of these topics. Tell me what you think.

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Posted by Duane Hallock

Career Transition, Blog Posts and a Presidential Hug

July 7, 2011

Three months ago I learned that my job at the American Red Cross would likely be eliminated.

Nationally, the Red Cross has been undergoing a massive, top-to-bottom reorganization that will affect every person affiliated with the organization. The restructuring will reduce expenses and increase revenues, all with a focus on keeping the mission relevant in a rapidly-changing environment. To their credit, our national leaders have openly shared the unfolding changes via e-mails, online videos and frequent conference calls.

Anticipating that my position would be among those eliminated by the end of the summer, I shared the discomforting news with my wife and family. Then, with the clock ticking towards the start of a new fiscal year, I launched an under-the-radar job search. I first revised my resume and LinkedIn profile. With the full understanding and support of my boss, I shifted my networking into a higher gear and sent e-mails to a couple dozen strategically-placed contacts. I was encouraged by their immediate offers to help.

Prior to launching the public phase of my job search, I developed personal business cards, a career-highlights brochure and an assortment of collateral materials to use when the appropriate time came. Read the rest of this entry »

9 Comments | Life in General, Life Observations, Life's Transitions, Marketing & Strategy, Marketing for Job Seekers, Marketing in a Nonprofit | Tagged: , , , , , , , , , | Permalink
Posted by Duane Hallock

10 Tips for Interviewing Success

April 7, 2010

Last week I was invited by a colleague to participate in the final round of interviews for a key position on her team. As I talked with the five finalists, I observed certain characteristics among those who interviewed exceptionally well. Afterward I jotted down a few notes that might be helpful to others who are preparing for a job interview.

First, be aware that by the time you are scheduled for an interview you have already cleared several hurdles. Apparently you said something in your cover letter to differentiate yourself from the herd of other applicants. The content of your resume indicates that you’ve met the essential criteria listed in the job description. Without question, the person interviewing you has already Googled your name to find any additional information contained in your digital footprint.

Congratulations! You’re on base and in scoring position. You haven’t yet crossed home plate, though, so here are my coaching tips. To emerge the winner, here are several items to remember:

  1. Be yourself. If you don’t feel comfortable “in your own skin” during the interview, that might be an indication that you won’t be comfortable in the job itself.
  2. Exchange enough information so both parties can make a rational decision about whether this will be a good match. Don’t think of the interview as “selling” yourself. Think of it as a first date where you’re just talking to see if there’s potential for a long-term relationship.
  3. Tell stories. Make them interesting. Make them brief. Read the rest of this entry »

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Posted by Duane Hallock

Why Not Differentiate Yourself Using Facebook?

March 31, 2010

This week a headline on CNN grabbed my attention. It read, “Young job-seekers hiding their Facebook pages.”

My first thought was, “That’s pretty stupid!”

My second thought was, “If it’s not stupid, it’s at least naive.”

If you are looking for a job, you already have strong competition from other job seekers. Therefore, you need every available tool to differentiate yourself in a crowded job market.  Facebook can be a very effective tool for branding yourself.

The CNN article began with the story of a college student who wanted “to keep his personal life (hidden) from potential employers while applying for summer internships.” I’d like to remind that young person that there is no shortage of people applying for those same internships. So, what sets him apart from all the others? How is he special? How is he differentiated?

The 2.0 world we live in requires authenticity and transparency. Those who are inexperienced in branding themselves naively believe they can present themselves in a one-dimensional way. Read the rest of this entry »

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Posted by Duane Hallock

Effectively Selling Yourself in a Job Search

December 15, 2009

Good sales people know the difference between features and benefits. Often that makes the difference between making a sale or conceding defeat to a competitor.

Likewise, effective job seekers must also know the difference. That knowledge often determines who gets an interview and ultimately who snags the job offer.

Sadly, most job seekers focus only on features when they should be talking about benefits. So what’s the crucial difference?

Features Tell. Features are facts, the list of items on your resume that describe you. They provide basic information — Who you are. Where you’ve worked. Dates you were there. Job titles. Accomplishments. Education. Community involvement.

Benefits Sell. Benefits convert features into relevant information. Benefits describe the value that a potential employer might find in one of your features. A hiring manager is always asking questions such as — So what? How is this relevant? Why should I care? What can you do for me?

Features and benefits are both important. To be effective, though, you must lead with benefits and then follow up with features. Read the rest of this entry »

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Posted by Duane Hallock

The Hidden Value of Job Hunting During the Holidays

December 10, 2009

It’s tough looking for a job in December. I’ve been there, and I know it’s not fun being in a job search during the holidays.

Right now, I personally know at least three dozen people who are between jobs. Though they’ve remained positive during these stressful times, it’s very easy to become overwhelmed with fear and negativity. Few employers are hiring in December. The economy is still bad and who knows what the future holds. On top of that, personal finances are likely strained during this season of materialism and consumerism.

On the other side of the coin, though, the holiday season can actually be a deeply meaningful time for job hunting. Done rightly, December can be a time of renewal and rejuvenation as you anticipate all the good things awaiting you in the coming new year.

Here’s my advice to anyone feeling trapped in a holiday job search:

  1. Spend quality time with family and friends. A stressful career transition can refocus you on life’s true priorities—family and friends. Surround yourself with people who truly care about you and your well-being. Let them know how important they are to you.
  2. Reconnect with your existing network. Update your professional contacts on the progress (or lack of) you are making. Remind them what you’re looking for. Suggest simple ways they can help. Look for ways to express gratitude for things they have already done.
  3. Make new friends. The holidays are a good time to network and meet new people at parties, religious services or other social events.
  4. Rethink your strategy. From time to time, we all need to think about what we’re doing and why. For me, nothing works quite like sitting alone in a coffee shop. I can clear the clutter in my mind, filter out distractions and experience a surge of creativity. The change of venue gives me a fresh perspective. Read the rest of this entry »

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Posted by Duane Hallock

10 Things I’m Thankful For

November 23, 2009

As Thanksgiving Day approaches, I am reminded of the words of Melody Beattie who said, “Gratitude makes sense of our past, brings peace for today, and creates a vision for tomorrow.” With a profoundly grateful heart, I share the following 10 things for which I am thankful.

  1. A job. I know far too many good and talented people who are unemployed. In graditude for my job, I look for ways to network with job seekers. I hope to encourage them and also to share what I’ve learned from my own career transitions.
  2. Holidays. Though I’m thankful for my job, I’m also grateful for time away from the office. Everyone needs a little downtime. I create pauses in my daily schedule to ground myself. I look forward to a weekly sabbatical away from work. And I enjoy the change of pace that a holiday like Thanksgiving can bring.
  3. My Family. Next month Carol and I will celebrate 35 years of marriage. This year we’ve welcomed two new members into our family—our son-in-law Nathan (Jennifer’s husband) and our daughter-in-law Annette (Bryan’s wife). We’re also thankful for our son Greg and his daughter Kayla, and for his new job as an elementary school teacher.
  4. My Friends. Friends are special, and thankful for each and every person in my life. I value the diversity of age, race, politics, religion, socioeconomic status, education and even personality. Together we share the adventure of life’s great journey, though we may be at different places along the path.
  5. Health. Good health is often unappreciated until it’s gone, but as a cancer survivor I want to live each day with an awareness of my health and well-being. (Living more healthfully will also be one of my upcoming New Year’s resolutions.) Read the rest of this entry »

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Posted by Duane Hallock

How Soon Will You Be Obsolete?

November 3, 2009

In these strange economic times, too many good people are unemployed. I’m grateful for my job, yet I know there’s no such thing as complete job security. This is a scary time, yet I fear something more frightful than unemployment.

I’m afraid of obsolescence—becoming obsolete, irrelevant and dispensable.

Every employee, every worker and every professional has an expiration date (and I don’t mean a date with death). Like milk in the grocery store, everyone has a “Best If Used By…” label. Everyone has a skill set, a knowledge base or a network of contacts that will be outdated very quickly in today’s fast-paced world. No one buys sours milk, no matter how fresh it once tasted. Neither do employers hire or retain obsolete workers, no matter how productive they once were.

Read the rest of this entry »

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Posted by Duane Hallock

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