Accelerate Your Search™ Now

Having worked with thousands of professionals to improve their personal brand and help them develop a clear, unique brand message I can tell you it takes time, energy and desire.  For many, it is a struggle.  I know it was for me.

Once you know what makes you unique and what to say, most people think it communicating it in a clear manner will be easy.  That’s not always the case.

I realized developing my message was something I could not do alone.  I held on to this belief for far too long.  Why?  Because I was stubborn and I thought I didn’t need help.

And, if I’m really honest, I was afraid of what others would think of me if I could not do this for myself.  Then my coach so wisely asked, “Can you give yourself a good haircut?”  I laughed and got help!

The result was a better message.  I realized the process of clarifying my brand message as a collaborative process was more fun, faster and the message was more authentic.  I needed a pro and a coach to help me get real.

After several conversations with professionals and reflecting on my experience helping others, I recognized there are 10 key steps to the process.

You are special and your message needs to be genuinely you.  It needs to be focused and speak directly to your target audience.  Here is an activity to get you started:

1. Identify your value and why it is important to your target audience.
2. Gather feedback from those who know you.
3. List five to seven adjectives that describe you.
4. Review your adjectives and narrow the list to the three that reflect how you talk.
5. Describe your ideal employer in detail.
6. Jot down phrases that include your value, your adjectives and focus on the employer’s needs.
7. Write many variations of your message.  Say them aloud.
8. Ask other people what the messages ‘sound’ like and watch for their reactions.
9. Ask and answer (honestly) how do you feel about your message?  Is the message you? Are you being truthful or blowing smoke?  Are you communicating your value in a way that is important to your audience?
10. Continue to test your message.  Adjust as needed.

Get help if you need it.  Not everyone “can give themselves a good haircut.”  I couldn’t.  It took me far too long to get help and the cost of my stubbornness was significant.

What does your brand marketing message say about you?  Does it communicate your value to your target audience?  Are you still searching for your message?

What makes you different?  What make you unique? 

Answer these questions and you tap into your unique value.

Oftentimes, people applying for a certain job will have similar backgrounds (education, previous experience, training, etc.) — because without these basics you are not qualified for the position.  Merely listing these basics on a resume or in an interview will not help you stand out.

When you are ready to transition to a new position, you must highlight how you are different.

When you are able to clearly communicate your unique value, you gain favorable attention, build trust and attract your target audience.

A clear, consistent marketing message shares what is unique about you and helps strengthen your personal brand.  It allows your audience to really ‘get’ what you do and how you add value. We often take our unique skills for granted, assuming others will automatically understand our gifts as well.  Not so.

Do not take your uniqueness for granted, rather highlight it.  It is important to carefully craft your marketing message to share your unique value.

If you are struggling to identify your differentiating factors, ask your network.  Ask your peers how they would describe you if asked by a potential employer.

Maybe you are a CFO who has a special talent for communicating bad financial news to investors.  If you fail to clearly communicate your unique ability, you may not be called for an interview or selected for the job.  On the flip side, if you share your brand personality in your written and verbal communication, odds are it will set you apart from the competition.

Want to get started?

Make a list of the characteristics that separate you from your peers.  Then, share your uniqueness in all your communications — including introductions and in your resume.  Emphasizing what makes you different is a sure way to stand out in a crowd.

One note of caution:  it is rare the unique qualities or abilities an organization seeks will be included in a job posting.  However, those qualities are how candidates are selected for interviews and positions, so bring ’em to the table.

Who knows your name?

Being known in the marketplace is critical to job search success.  Your name, what you do and your reputation are intimately intertwined.

What are people saying about you?   If the answer is Zilch, Zip, Nil,  don’t you think you should change that?

If no one knows you or can’t say anything about you, your odds of being hired may go down to zero!

Jeffery Gitomer, author and president of Charlotte-based Buy Gitomer, says that when someone asks about you or says your name the response will be one of five things:

1. Something great
2. Something good
3. Nothing
4. Something bad
5. Something really bad

Gitomer believes these responses determine your fate.

I agree — what people say about you impacts your providence.  More often than not it is because people say nothing about you or share too little.

Building your name recognition and a great reputation takes dedication, execution and time.  Are you putting time and effort into being known by those who need to know you?

When someone asks about you, my theory is that most people say nothing for one of two reasons.  One, they don’t know anything about you – Zilch, Zip, Nil – therefore have nothing to say.  Or two, they are unsure what to say and therefore say Zilch, Zip, Nil.

What if you converted either of those groups into people who said something good?  WOW!  You would double the number of brand ambassadors you have in the world.

Why not start today?

Here are three easy steps for getting known:

1. Define your personal brand.
2. Consistently communicate a clear message.
3. Connect with the people who need to know you — on and off-line.

Today is an important day in the United States.  It is Election Day and people, both old and new, will be selected for federal and state offices.  I hope you voted.

The campaign process and elections are  public examples of a unique form of interviewing.   No matter your view you on parties, the people running or the process in general, you can learn much about what to do (and what not to do) in a job search by watching the election process unfold.

If you are searching for your next job, here are 3 important lessons I’ve gleaned from the election process:

1. Being known is critical.  In an election or a job search you must be known.  Who you are, what you can do and what you have done will be scrutinized during the selection process, the interview and even after you’ve been hired.
2. Appearance and how you are perceived by others counts.  Whether during an election or a job search you are judged by what you wear, your facial expressions and how you answer questions.  Make sure you understand how others perceive you and your experience.
3. Investing in yourself and your personal branding is required.  It takes time, energy and money to run a campaign — just as it does to run a  job search.  You can’t get elected or hired without help.  You need resources, expertise and the insights of others to navigate the process.

Before you start your job search (or run for office!) ask yourself the following questions:

How are you getting your name in front of key decision makers?

Do hiring managers know who you are?

How are you perceived by others?

Does your appearance support your efforts to land the job you want?

Are you willing to invest in yourself?

Do you see other lessons or have a different point of view?  If so, please share your thoughts below.

Does your résumé set you apart and encourage your next boss to call you?  That’s great.  When your résumé is strong and communicates your unique value it serves as a key to open locked doors.  If your materials  are not helping you stand out in the sea of other résumés, you may not get the opportunity to interview for the position.

Today, more than ever, organizations are proactively looking for the skills and experience they seek.  Being reactive in your search is not the most effective marketing strategy.  I see hundreds of résumés each week and coach clients on the necessity of tailoring their résumé and message to your target audience.

Being focused on the position you want and clearly communicating your message to your target audience helps you stand out in a crowd of other qualified candidates.  Ensure your résumé is authentic and has clarity of purpose.   Show how you can help your future boss and organization achieve their goals.  These simple steps, overlooked by the majority of job seekers, help you “leap off the page.”

Action exercise:

1.  Write a brief job description of your ideal job.

2.  Then, just as if you are applying for the position, put your résumé and the job description side by side.  Highlight the needs and wants of the employer for your ideal job.

3.  Next, use the highlighter to highlight the keywords and information in your résumé that are applicable to the needs and wants of the employer.

Use this same exercise  before you react to a job posting.  Look for the unique ways you solve an employer’s problem or address the needs and wants expressed.  If your résumé is lacking,  fix it, or it may never seen by your future boss.

In the world of online sourcing and ATS (Applicant Tracking Systems), résumés that don’t match slip into the darkness and are never seen again.

Tomorrow is Halloween in the USA.  Many youth will dress in costumes and go door to door seeking candy or healthy snacks.  As each door opens they say ‘Trick ‘or Treat’ hoping to receive a treat in lieu of having to perform a trick.  If you want your résumé to be treated to human eyes, tailor it to match the job you are seeking and add style  and be sure it stands out. 

Happy Halloween!  Check out my Halloween treat for you.

The folks at LinkedIn have been busy!  By now you have experienced the homepage make-over, the changes to company pages and the endorsement features.  You may also have noticed a drop in your completeness percentage — mine recently dropped 5%.  And, most recently, you’ve been given the opportunity to connect with “Influencers” — a select panel of 150 thought leaders to follow right from your homepage.

LinkedIn is a great tool.  It is important not only to use it, but also learn about the new features and leverage the ones that  improve your results.  Consistently managing your profile will enhance your personal brand and further your career goals.

So, how do you maximize your profile and all the new changes?

1.  Use your homepage to connect with and to be valuable and visible to your network.  The LinkedIn homepage recommends news of interest to you, shows new status updates and provides an easy way to directly engage with your network from those updates.  You can comment or send a message in seconds.  You can filter and customize the view of the page.

2.  Take advantage of the new streamlined design of Company Pages.  Company updates and connections are easier to locate and are now available on your phone.  Navigation and career opportunities are more engaging and the company can personalize the experience if they wish to do so.

3.  Make the most of the new Endorsements feature.  LinkedIn is touting this newest feature as “Kudos with Just One Click.”   Though the jury is still out on the value of this feature, the premise is that anyone can recognize someone’s skills or expertise with just one quick click.  When you visit a profile, a pop-up box will appear asking, “Pssst, Cindy – Does John have expertise in these areas?  Click the Skill button to endorse them!”  I think it is a bit cheesy — time will tell if this feature truly adds value or not.  This feature may help you if your profile is on-brand and focused.  If not, it may cause confusion and harm if you have 50 skill items listed (i.e., no clear focus).

4.  Finally, as I noted above, you may have noticed a drop in your profile completeness.  I would encourage you to manage your profile and not allow LinkedIn to pressure you to do what is good for their data collection efforts.  When you see their gentle nudges, ask yourself, “Is this good for my brand?” and “Does it help my target audience?”  If the answer is “no,” move on.

If you are interested in more information on all the recent changes, the LinkedIn blog topics tagged with ‘new LinkedIn Features’ have more details and tips.

Remember, a quality profile is critical to your personal brand, career management and your career opportunities. You can leverage LinkedIn and its power with focus and about 15 minutes a week. If you need some help with your LinkedIn Profile let’s talk about a Fast Track solution for your LinkedIn challenge.

Last week, I offered tips on how to stay proactive with your personal marketing.  This week, we address Blind Spot #2:

Not returning a call or responding to an email

Here is a scenario I run across all to often:

An opportunity that is perfect for you came across my desk.  I went to LinkedIn to find your contact information, but you hadn’t updated your profile for three years (Blind Spot #1)!

So, I had to hunt through old emails and a stack of three year-old business cards to find your email address and phone number.  I continued on because this job really is ideal for you!

Once I located your information, I sent you an email asking you if you were interested.   But then – no contact, weeks past, no word from you, not a call or an email.

I understand.  I too have lost, overlooked, or fail to respond to email or a phone call when I was busy, overwhelmed or life just got crazy.  But, it doesn’t have to be this way.  You do not need to miss opportunities.

How do you make sure nothing falls through the cracks?

Action Tip: 

Create 30 minutes of “follow up” time each and every week.  Use that time to return calls, check in with your network or thank people on your team for their work.  It doesn’t matter how busy you are — schedule the time.

Without scheduling these tasks right into your calendar, time gets away from you.  Don’t wait until you need a job  to “follow up” — people remember who stayed in touch and who didn’t.   Don’t miss great opportunities that might knock on your door.   Some of your contacts won’t be there anymore or they won’t be willing to find time for you if you don’t find time for them.

Isn’t your career worth 3o minutes a week?

Is your career managing you or are you managing it?  If you are ready for better results in your career?  Give me call.  And, don’t forget about my monthly Q&A calls — you can sign up in the box to the right.

Today is my sister’s birthday.  Happy Birthday Sonja!

Sonja is one of those people who sees her own blind spots and fixes them.  Not everyone does that.  In her honor I decided to share some career management blind spots and tips to overcome them.  Today, we focus on Blind Spot #1:

Abandoning your personal marketing.

Your LinkedIn profile still lists what you were doing in 2009 and the photo is clearly a seasonal one – the background is a winter scene.

This makes it appear as if you have checked out for the last three years and never came back. Employers are always concerned with the productivity of their employees.  The last thing you want to do is advertise that you are a person who “checks out.”

You worked really hard DURING your job search, making sure everything stayed up-to-date, but after you land the job you want, you still need to proactively market yourself.  Let me give you an example.  Just a few weeks ago a recruiter contacted me about a position (not yet posted) to see if I knew someone perfect for the position.  I did — you!  While on the phone I jumped on LinkedIn to share your contact info and guess what – NO update since 2009!  I still wanted to refer you so I told the recruiter I would contact you to see if you are interested and call him back.   I had to stall because your marketing materials were not up-to-date.   Not a good ongoing career management plan.

Action Tips:

Post a new photo or a seasonal photo each season, if you like.  Add specifics to your new position description.  Show your growth by posting a new accomplishment each quarter.  Reach out to someone in your network each week.  At the end of the year you would touch 52 people in your network.

You can do all of these things in less than 15 minutes a week.  Make an appointment with yourself each week.  Take those 15 minutes to log into your LinkedIn account, read your mail, respond to invitations, update one item and make one new contact.

By doing this weekly you create a habit. And, you’ll never have to scramble getting things updated when an opportunity arises.

Look for next week’s post where I discuss Blind Spot #2 – failing to respond to a call or email.

Are you ready for better results in your current position or looking to make your next career move?  Give me call or connect on LinkedIn.

Well if you are on the Gulf Coast or anywhere Isaac is having an impact you may be doing just that.  Be safe, prepare and do change directions as needed as the hurricane conditions merit.

My years on the Gulf Coast and August hurricane taught me to stay aware, use new information quickly and adjust to the changing and sometime dramatic conditions that even a tropical storm might bring.

Managing the changes in social media that can impact your personal brand and your job search does not always require the same speed as storm watching. However, it does require you to stay aware and current on emerging technology, to have a plan and to take action on a regular basis.

Is your LinkedIn profile helping you or harming you, your search and your career?

Do you have questions about setting up your LinkedIn profile and keeping it on brand?

If so, join me on Wednesday for a LinkedIn Q & A session.  The session may not be quiet as much fun as a hurricane party – it will be fun, informative and you can join the session and ask your any question you may have about your LinkedIn profile or your job search.

Look to the right and sign up for next Q & A session and I will “see” you on the phone line on Wednesday.

Strategic tips for managing your career – if you are – or seek to be – a paddler…

5. Quality and customer/employer satisfaction are principal to your success.

Paddlers live and work on purpose.  They understand themselves and the environment around them.  There are some rare conditions paddlers cannot control.  A paddler’s success always comes from controlling the things you can control and handling those conditions you don’t control with experience, knowledge, patience and grace.

If the people who use or purchase your services or products are dissatisfied with the experience, they will go elsewhere. That is a condition you can control.

Just like a consumer, an employer will shop around if your services are not up to standard. A cooperative attitude, timely delivery of quality work, and all other aspects of the employer’s expectations must be met consistently. If they aren’t, you are out of business or out of work.

Do you have an open mind about your performance?   Do you work consistently to hone your performance?

Effective coaching works to connect you to an awareness of your habits, your decision-making, and performance that can significantly influence your results. Coaching brings clarity to your assumptions by placing your efforts and energy on the activities that can alter outcomes. A good coach will challenge, question, and help you get to the truth of the situation.

Action Tip:

Where is your performance today?  How do you know? List the 3 strengths you need to focus on this week, and this month.  List 3 habits you have that significantly influence your results. Who is you coach?  How do you get feedback about your performance?

Do you have a question about your search? Look to the right and sign up for next Q & A session, join the session and ask your question.