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Your personal brand: Someone has to tell you

Listen, I just don’t want to do it. Do you think I like having to tell you this? Ok, someone has to. First of all you’re not being honest with yourself about the kind of job you want. You can’t even specify what exactly you’re looking for. A company isn’t going to want to talk to you about some vague notion you have about being in marketing. You’re not able to list the very things that you might be able to do to help a company solve their marketing problems. You haven’t done your homework; you don’t even know what their top product is, or where their challenges lie. But you want them to offer you a job.

Interviewing skills
Photo by Scott Olson/Getty Images

Now let’s look at your resume, it is not telling the company anything they need to know, like how you were able to create a successful marketing campaign that increased sales and came in under budget. How about your LinkedIn profile? You haven’t kept up with friends and colleagues; you don’t have many connections who could help refer you to companies looking to hire people. You haven’t put in your job and education information. You haven’t solicited recommendations from former colleagues.

Now let’s discuss your ‘personal commercial’: you can’t tell me what you’re good at. You haven’t practiced explaining your background and your skills in a concise, compelling fashion. You somehow secure a first step via a telephone interview. It’s scheduled for 5pm. You take it while driving and you have a hard time pitching your skills while in a moving vehicle. Can you expect them to call you for an in person interview after that?

A personal brand is the framework you create around yourself in order to convince your audience (the world) that you are the one for the job. This framework has many different pieces. Each of them has to be crafted to display you and your abilities in the best way possible. All of the parts need to agree with each other, to work together as an ensemble. If your resume says one thing and your LinkedIn profile another, that’s just enough of a disconnect to make a potential employer decide to go with another candidate who’s more convincing. Make your brand the best it can be by putting in the work that’s needed. You will reap the rewards.

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