If you are a job seeker in today’s competitive job market, where do you begin? And if you are changing careers, how do you prepare yourself for your next move? The answer is developing your personal brand. It will start with restructuring your resume, cover letter, and LinkedIn profile to be in alignment with your new career goals. 

Ten years ago, I was in this same position. I was ready to leave my career as a political journalist but didn’t know where my skills would take me next. I knew I was a strong writer and communicator however I was lost in translating these skills into a new career. 

By first identifying my strengths, creating a strong resume and cover letter, and developing my overall brand, I quickly learned how to sell myself to a potential employer as a job seeker changing careers. As someone who has been in this position before, I recommend developing your personal brand by mapping out a long-term job search strategy with a career coach.  

Think of your favorite celebrities and how they have elevated their personal brand. Entertainment personalities have been solidifying their signature looks for decades and that trend has continued into today. From Audrey Hepburn and her big sunglasses to Taylor Swift and her red lipstick, we have connect these icons to a specific brand that they have built. For myself, my children know mom throws her hair up in a ponytail and that has become my signature look as a mother. So how do we take these tactics and incorporate them into our own personal brand in order to master our job search? 

Impact of Personal Brand and Digital Presence in Today’s Job Market: 

Based on findings from a 2020 Harris Poll, having a solid digital footprint in today’s market is important to 70% of recruiters and hiring managers. This data shows the power of the personal brand — both online and offline — is stronger than ever and has the potential to influence big change in your life, should you choose to nurture it.

To start developing your personal brand, you should begin by asking yourself three key questions: 

1. Who am I?

2. What do I do?

3. What does it matter?

From this point on, we begin to capture your unique value proposition to potential employers. If you are a job seeker in transition, these questions may be especially difficult. A client of mine recently spoke with me about wanting to leave her own coaching business behind to reenter the workforce as a Human Resources Leader. I emphasized the impact of developing her personal brand that included restructuring her resume, cover letter, and LinkedIn profile to focus on her transferable skills in the HR industry. 

By showcasing the impact she could have on any HR division going forward, she was able to gain confidence in her own brand and begin to think about the possibilities of a new position going forward. We also began to identify the values and skills she could bring to the table as a former entrepreneur and leadership coach. These steps brought clarity about her unique value proposition as it related to her professional goals. The image you create and the way people will perceive that image will influence possible employers, hiring managers, and/or recruiters going forward. 

Six of the most common transferable skills according to Coursera include critical thinking, problem solving, adaptability, teamwork, attention to detail, and management. These skills will help point to your leadership, collaboration, and management style in the workplace. Once you have locked in your strongest transferable skills, note down an example and/or achievement from your experience that connects with the individual skill. 

Need help mapping out your next move? Contact WCG today for assistance in identifying your job search strategy that includes building a strong personal brand for career success. 

Committing to a personal brand requires dedication and hard work. Over time, you leverage your current competencies while developing new ones. These can include skills like networking, content creation, and communication. In fact, the enthusiasm and perseverance you need to build a personal brand is like that required to succeed in various roles. By showing employers who you are, you build trust and create opportunities while boosting your self-confidence.

Whether you’re unemployed, working for someone else or self-employed, don’t underestimate the power of personal branding. It should be consistent, authentic, and support your professional goals.

How to Brand Yourself with Others in Mind: 

Your personal brand is all about you, and it should always remain that way. However, I like to remind job seekers that despite what you want others to see, their perception will always be their reality. No matter what you write on your LinkedIn page or your resume or say on stage — how you present yourself, make them feel and conduct yourself to maintain your professional image. 

As a job seeker in transition, we want to identify what has made you successful in your career so far. Is it your strong work ethic? Your leadership style? Your ability to take on challenges with ease? Ultimately, we want to begin solidifying your strongest skills to develop your personal brand in correlation with your next career move. If you are unsure of your best skills, start by taking an online assessment that will help you in outlining these. By utilizing the CliftonStrengths Finder, you can discover what you do best to maximize your potential in the workforce.  

According to Gallup, the chances of any two candidates sharing the same top five strengths is one in 33 million. By understanding that key piece of information – that your skills are unlike any other candidates — you are better equipped to start building and sharing your personal brand in an interview, your online portfolios, and LinkedIn profile. 

Five Strategies to Elevate your Personal Brand in your Job Search 

Developing these soft skills can help you better express your abilities and achievements to successfully advance your career: 

1. Utilize Social Media: Social media can be a hugely beneficial tool for your job search, as candidates are offered jobs on LinkedIn frequently. It might not only land you a new role, it also provides you with a chance to connect with others, share updates about your life, hobbies, and other interesting content like news stories or pictures related to your chosen industry.

2. Create a Website or Portfolio: It’s a good idea to create a space outside of social media that is dedicated to who you are, such as a website, blog, portfolio or even a vlog. As a job seeker in transition, this could help tell a better story of who you are outside of your professional experience. You can then link to this from your social media profiles and include details of this on your resume. This  can also give you some key talking points in interviews and assist potential employers to build a stronger and more well-rounded picture of who you are.

3. Curate Your Tone: Marketing professionals know that a brand must be clear but also catchy, engaging, and most importantly, consistent. Imagine a business using a different logo on multiple products or websites - it would be confusing and disjointed. Ensure that your name and job title are consistent across platforms and use a professional headshot on your LinkedIn Profile and website. You might also wish to settle on your own personal tone of voice for the content you share, as well as choose a color scheme that reflects you and remains consistent

4. Develop your One-Line Bio: Every resume and LinkedIn Profile should have a title at the very top, such as Strategic Finance Leader or Visionary Project Manager. This will likely be the first thing the recruiter reads about you when checking out your profile. In this one line you must give a clear idea of who you are and what you’re passionate about. Avoid cliches and overused phrases as every word counts.

5. Engage Authentically: Contribute to meaningful conversations and engage with the world around you. Connect with like-minded individuals, both personally and professionally. Share only the content that your audience will find genuinely interesting and that you believe your connections will engage with. You can also engage in the real world through volunteer engagements and then highlight the experience through a social media post. 

Any one of these five strategies can instantly help to boost your personal brand and make you more desirable to employers who may be searching for you online. 

Build your Personal Brand through your Resume 

A professional resume can highlight your accomplishments, skills, academic and professional experiences while also acting as a marketing tool to introduce you to potential employers. By doing so, you are more likely to land an interview and are demonstrating that  you value your brand. 

Here are the key elements a strong resume should include: 

• Describe your unique selling proposition to identify what makes you stand out from other applicants. 

• Demonstrate your expertise and attention to detail to show professionalism. 

• Showcase your subject-matter skill and knowledge to establish yourself as a thought leader in your sector.  This could lead to higher pay and quick job advancement opportunities.

• Reflect your personality and values and incorporate personal brand elements like your tone, writing style, and format. 

Your resume is going to be the first document hiring managers/recruiters look at before connecting with you for an interview. It is important these key elements are in the document to emphasize your strong skills and highlight your career achievements. For further help in building a strong resume, be sure to reach out to WCG today! 

Network Strategically and Authentically 

Developing your brand requires networking with professionals in your field. You may increase your influence, learn new things, and open up collaborative chances via networking. You can join online communities and forums, attend industry events and conferences, and develop sincere and long-lasting relationships with people in your sector to network effectively.

Optimize your LinkedIn Profile: 

An optimized LinkedIn profile is a carefully prepared and comprehensive profile showcasing your qualifications, work history, and achievements in a way that stands out to potential employers or business contacts. It highlights your qualities, builds your professional reputation, and sets you apart from other applicants.

It is essential that your LinkedIn profile includes a professional headshot, an engaging story, and key highlights of your professional and academic experience. Actively post from your profile, add connections, and routinely update it with recent work experience, education, talents, and achievements. Your profile should represent you and what you stand for.

Below are the key components of what an optimized LinkedIn Profile should have: 

• A professional profile picture

• A background banner related to your industry/interests 

• Impactful keyword-rich headline including your value proposition

• Engaging summary 

• Work Experience highlights 

• Your educational background 

When hiring managers and recruiters are looking for prospects, an optimized LinkedIn profile can boost your maximum exposure and visibility, raising the likelihood that they will find you.

Planning Ahead and Preparing for the Interview

Your personal brand is about you, and you have an individual personality. It is not uncommon for candidates to attend job interviews and stifle their personality to conform to professional norms. Since they want to make a good impression, they suppress their natural traits fearing they might appear too unconventional or casual. Additionally, some candidates fear being judged unfairly for who they are. However, to most hiring managers, a person who is thoughtful enough to let their personality shine through during a job interview is a breath of fresh air. 

Stories are a great way to showcase your brand. Instead of discussing the items that are on your resume, tell personal stories to highlight your achievements and experiences. Share anecdotes that reveal your leadership, problem-solving, and teamwork skills. Stories make your personal brand more genuine, memorable, and deeply engaging. By researching the company you are interviewing with, this helps when it comes to telling stories. Ensure any stories you tell  align with the company’s mission and values. 

Master your personal brand and propel your job search forward! 

Whether you are just starting out in your career or you are an executive seeking your next move, we all could use help in boosting our confidence and creating our personal brand. Reach out to the experts at WCG to help you map your job search strategy on paper that will help you develop a strong personal brand. 
Sign up for a free 30-minute consultation today!