In a job search, if you are not differentiated you are not marketable.
A few years ago I was hiring for an open position on my marketing and communications team. Although I was bombarded with 200 applications, I personally considered the merits of every single candidate.
Very quickly, though, my eyes glazed over. Everyone looked alike. They all seemed to be saying the same thing. They even used the same clichés to describe themselves. Everyone claims to be:
- An excellent communicator.
- A problem solver.
- Highly motivated.
- Results oriented.
- Hard working.
Everyone, it seemed, described himself or herself in the exact same way. Had I changed the names at the top of each resume, it wouldn’t have mattered. Quite frankly, I felt as if I’d walked into a Baskin-Robbins store where the only flavor was vanilla. Everyone, it seemed, had bought the same book on writing cover letters and they even selected the same buzz phrases to use.
A prospective employer has no reason to hire you if you can’t differentiate yourself in a job search. Three ways to be different and stand out from the rest of the pack are:
- Know your competition. It goes without saying, but you will never differentiate yourself from others unless you know who they are.
- Create a unique elevator pitch. In 30 seconds, you must be able to describe yourself to a prospective employer so he or she takes an interest and wants to learn more about you.
- Blend your personal and professional lives. An effective brand is never one dimensional. You are a unique and multifaceted person, and your brand is a rich combination of a) who you are professionally, b) who you are personally and c) what you think and how you see the world around you.
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