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Personal Branding:
How to Get Jobs and Keep Them
by Tom Marcoux, America's Communication Coach
(includes highlights from the book Personal Branding: Your Power Path to Success and Fulfillment)
The principle "Brand is the shortest distance to trust" is something that anyone seeking a job or concerned about keeping a job can use. The second thing to remember about crafting your personal brand is use "memorable sound bites" or short phrases.
Some authors emphasize that one should develop a specific niche. My particular spin on this idea is that people who are highly employable in today's economic downturn, have a personal brand that is a "category." For example, a personal brand can be: "At XYZ Company, I was the go-to person for computers." Now, the category of "computers" includes software installation, Information Technology (or "help desk"), computer trouble-shooter, and software tester. If one type of computer-related job has few openings, the effective worker can make a lateral move into another type of work in the same category. The principle is: have multiple marketable skills.
We use an acrostic: "B.R.A.N.D."
B - Bring a U.S.P.
R - Reveal Stories
A - Ask and Listen
N - Nurture Trust
D - Demonstrate Results
1. Bring a U.S.P.
A U.S.P. is a Unique Selling Proposition. When you are interviewing for a new job, it is important to make a definite impression. Identify what you bring that is unique and extra helpful to the organization. A U.S.P. can be "increased department revenue by 37% at XYZ Company and 21% at 1-2 Corporation." Another U.S.P. can be "decreased department expenses by 17%."
One of my clients wanted to protect his job. I helped by suggesting that he join the Toastmasters group on site. In this manner, he can increase his contacts in a neutral territory -- outside of a job interview room. When talking with people from other departments, my client told brief stories emphasizing his software design expertise saving 23% of production time by anticipating possible blind alleys.
One way to create a U.S.P. is to write an article for an industry newsletter or for your own industry focused web site. For example, a friend started a web site about Java. Subsequently, he was asked to write a chapter (paid $3,000) and later a book (paid $10,000). He gained a new career.
2. Reveal Stories
People really grasp an idea when it is clothed in a story. Many influential spiritual leaders spoke in parables, that is, stories. To emphasize your personal brand repeat certain phrases like: "Yes, at XYZ Company, I was the go-to person about computers." The best stories have compelling details like: "At XYZ Company, I streamlined AB procedures, saving the company 17% in MN costs."
3. Ask and Listen
Personal branding works best in a job interview when you discover what is most important to the interviewer. Asking questions helps you effectively frame your answers. A powerful question is: "In order for you to feel that someone is an ideal candidate for this position, what has to happen?" Let the interviewer's response guide you in choosing which story or detail to share next.
Job-seekers must rehearse - like never before. People who gain job offers are now using personal coaches to refine interviewing skills. This process is similar to media training that CEOs use to help them speak in sound bites.
4. Nurture Trust
As I mentioned, "Brand is the shortest distance to trust." For example, people hear stories about how Walt Disney World employees go out of their way to make sure park attendees have a terrific experience. Then, people trust that a Disney vacation will be enjoyable. In this rush-rush culture, people are looking for short cuts to help them assess who is trustworthy. Develop your personal brand in that you are a trustworthy person. One way is to make strategic promises and to fulfill them. For example, one of my clients told a new person at a networking event, "Oh, so your son is into filmmaking? I'll contact you by Thursday with this web site I heard about." Then, my client gets the information to the new person on Tuesday - two days ahead of time. Remember to underpromise and overdeliver. I emphasize a principle: "Customer delight is something that is extra and surprising." Think of each new contact as a potential "customer" or lead to a new job. Take good care of your contacts.
To keep a job, use opportunities to emphasize your trustworthiness and competence. One of my clients saw two people send out a global email announcing an accomplishment. I suggested that he could add a comment like: "Here's another bit of good news, the ABC phase was completed two weeks early. I was able to…" Then, my client sends the email via a global reply. Replying is more strategic than merely sending out an announcement as blowing one's horn. In this situation, the global reply is just keeping the good news flowing.
Furthermore, to keep a job, it helps to touch base with department heads at a neutral event like a company picnic. The principle is: "The more people you have rapport with in the organization - the safer you are." My clients ask, "What do I say?" It helps to ask a supervisor: "So what are you looking forward to?"
5. Demonstrate Results
In the tough economic climate, employers are buying results - or a demonstrated track record of gaining results. Phrase your answers to common questions in sound bites that emphasize specific results. It is possible to gain experience by working in a voluntary position. Job hunting is a full-time position of 40 hours a week in terms of networking, customizing resumes and other job search activities. Then, you can add ten hours of volunteer work. It is important to make sure that you volunteer for a project that is aligned with your natural brilliance. In order for volunteer work to serve you, you must complete the project successfully. A powerful definition of success is "satisfied expectations."
CONCLUSION:
Each person needs to make an effective impression. Using the methods outlined with the acrostic "B.R.A.N.D." helps you create a personal brand. In this climate of post-dot-com fallout and America on Alert, we must make memorable impressions. Use strategy and create a personal brand. The best to you,
Tom Marcoux
Personal Branding: Your Power Path to Success and Fulfillment
- Gain clients in less time
- Make your message easily remembered by your prospects
- Stand Out in Job Interviews, Networking Events and more
- Use ways to integrate your web site into other forms of
your marketing campaign
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Tom Marcoux, America's Communication Coach is the author of Communicate to Win: Influence Your Way to Success and Happiness; Free Yourself for Success; How to Heal When Life's Too Much. Tom is a nationally known, award-winning speaker-author (Speaker of the Year, Success Builders International and BusinessAcademy.com). Tom is a sales coach and personal/professional coach. He is a faculty lecturer at Academy of Art College, San Francisco (whose graduates often work for George Lucas' companies). Tom is a member of the National Speakers Association. He speaks for the National Association of Broadcasters Conference, Las Vegas, Nevada (click here for his NAB presentation). He is a guest lecturer in venues California State University - Los Angeles, Stanford University, and De Anza College. His book "Communicate to Win" is a required textbook at Cogswell Polytechnical College, Silicon Valley and in the Cogswell Time Capsule. His private workshops and public seminars have benefited professionals from IBM, The Gap, Charles Schwab, Bank of America, Wells Fargo, Lucent Technologies, Circuit City, The Olive Garden, and many other firms. He authored 10 books which are available on-line at http://www.businessacademy.com Tom is a faculty lecturer on technical communication and digital filmmaking at Cogswell Polytechnical College. Tom is a TV/Radio guest and he has been written about in San Francisco Examiner and the magazines: Streaming, Radio World, National Association of Broadcasters Daily, Millimeter, and Sharing Ideas - The Premiere Speaking Industry Magazine. Tom is featured in the documentary "Perfect Ending."
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