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

Things I’ll Look for When Selecting the Next Member of My Marketing Team

March 1, 2011

Hypothetically, let’s assume I’m looking to hire a new member of my marketing team. In reality, my public relations manager will be leaving in a couple of weeks, so I actually am making plans on how I’ll fill the void created by her departure.

Wait, though, before faxing me your resume. (Do people still do that? I hope not.) I have been asked to delay recruiting until the expense budget comes into better focus. The hiring process is frozen, but while we await the spring thaw, let’s return to my hypothetical situation.

As I think about the importance of building a strong marketing team, I have already updated the job description. The social media revolution mandates new expectations that are reflected in several bullet points on the revised list of job duties. Of course, I’ll also be looking for someone who meets a minimum threshold of necessary skills, talents and experience.

Above and beyond that, though, I will almost certainly select someone who:

  1. Has an impressive digital footprint. Before calling someone in for an interview, you can bet I will Google his or her name. There are so many people looking for jobs that I cannot imagine interviewing someone who does not have an impressive amount of information readily available on LinkedIn, Facebook, Twitter, YouTube, a personal blog, an online portfolio, or some other searchable platform.
  2. Is well branded. I want to know what a person stands for, both personally and professionally. A good brand makes promises and I need to have some idea of what I can expect from anyone who expresses an interest in being part of my team.
  3. Is differentiated. Does this person stand out from the rest of the pack? Quite frankly, I won’t even notice someone who blends into the vast, beige-colored landscape populated by thousands of job seekers whose clichè-ridden resumes were shaped by the same cookie cutter. (See my previous blog post about using Facebook as a tool to differentiate yourself in a job search.)
  4. Is savvy with traditional media. The ideal person will have a good understanding of traditional media—TV, radio and newspapers. He or she will also have experience in proactively pitching good story ideas and in building strong relationships with people inside the news media.
  5. Is savvy with social media. The right person will have moved far beyond the initial process of setting up profiles on various social media platforms. He or she will have demonstrated an ability to a) listen using social media tools, b) have sustained conversations in social media and c) create content valued by others who are swimming in the deeper end of the social media pool.

Three years ago when I most recently hired someone, the criteria were somewhat different. At that time I relied heavily upon two lists. One described my expectations for individual responsibility and the other focused on team performance. Though I’ve added criteria, both lists are still relevant today. So, here’s my question:

If, hypothetically, you are looking for a marketing job, how would you measure up?

Leave a Comment » | Marketing & Strategy, Marketing for Job Seekers, Marketing in a Nonprofit, Marketing Oneself, Social Media Strategy | 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

What Do You Do (In Seven Words)?

February 3, 2010

A friend of mine, Mark Whitaker, is an experienced market research professional. His official title is Strategic Research Consultant at The Kansas City Star.

That’s an impressive title, but what does it mean? What does he really do? What impact does he actually make?

In seven words on LinkedIn, Mark summarizes his job as “helping you find the information you need.”

I really like that “job description” for three reasons:

  1. It’s simple. I can understand it without having to translate industry jargon.
  2. It’s differentiating. It really describes what he does, not what his company or co-workers do.
  3. It’s outwardly focused. He describes what he does for others. He focuses on the benefits he provides, not the process involved. Read the rest of this entry »

6 Comments | Marketing Oneself | Tagged: , , , , , , | Permalink
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 »

4 Comments | Marketing Oneself | Tagged: , , , , , , , , , | Permalink
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

What Can You Do?

September 24, 2009

—Making promises during a job search

I was once being interviewed for an executive job in Ohio. At the time I had not yet completed my master’s degree, so I asked the company CEO if that would work against me. “I don’t care how much you know,” he replied. “I want to know what you can do.”

During a job interview, the hiring manager is not thinking about you. He’s thinking about himself. He’s not concerned about your success, your knowledge or your experience—except as it relates to him and to his success, his profitability and his ability to look good.

With that realization, you should focus your job search communication on what you can do. Occasionally you may need to mention your degree, your experience or your achievements. But those should always be presented as evidence of what you can do in the future.

Twice I’ve hired candidates who presented me with a list of things they intended to accomplish during their first 90 days on the job. Admittedly the lists needed revision, but I was impressed to know that the applicants were already thinking about the work needing to be done. Both candidates sold me on what they could do, not on what they knew, where they’d come from or what they had done. They demonstrated that they were already engaged and eager to get started. Momentum was already building. I appreciated the thinking that both individuals had shown, and I rewarded them with key leadership opportunities on my already-successful marketing team.

Making “campaign promises” during a job search requires a combination of two important elements—introspection and research.

Introspection. Before you really know what you can do, you have to look inside yourself and become fully aware of what you have already done, where you’ve been successful and what types of work have made you feel most alive and productive. You then have a good idea of what you can do.

Research. To find the ideal match for you, you will also need to research market trends, study the major projects of targeted companies and understand the priorities of the hiring manager. You will be well positioned to achieve exceptional success when there is alignment between a) what you can do and b) what they need.

My advice to anyone in a career transition is to talk about what you can do. In other words, change the sentence, “I’m looking for a job in ______________.” to “I’m looking for an opportunity where I can ______________.”

Many LinkedIn status reports describe the type of job the person is looking for. I was impressed, though, when one of my jobless friends stated that he was “looking for a sales opportunity where I can generate exceptional revenue.” He talked about what he could do. Before long he found a great job and is now doing what he promised he could do—making sales and generating revenue.

So my question of you is:  What can you do?

2 Comments | Life's Transitions, Marketing & Strategy, Marketing Oneself | Tagged: , , , , | Permalink
Posted by Duane Hallock

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