Posts Tagged ‘personal branding in the job search’

A recent post on a career industry association e-list sparked quite a discussion about job seeker appearance and hiring standards. An association member came across a job board that caters to “beautiful, skilled and talented people looking for employment” and “employers who are looking to hire beautiful, skilled and talented people.” To access job leads, candidates must first register and upload their photo, which is then rated by visitors and members to determine if the account should be activated or rejected.

Is there no end to the limits some individuals will go to in exploiting the tight job market while making candidates feel less than worthy?

Okay, I will admit that appearance has always been a factor in how candidates are evaluated during the interview. After all, don’t we advise candidates to “look their best” when approaching an employer? We coach clients on what to wear, how to fix their hair and make-up, and what subtle things such as facial hair and fingernail length communicate to an employer. And we talk to clients about how they need “to look the part” to “get the part” – which is what makes some job titles, such as librarian or construction worker,  immediately conjure up images that even the most diplomatic employer has to shake.

Set aside the audaciousness of BeautifulJobSeekers.com and we are still faced with reconciling the impact one’s photo has on their success in landing a job. With the widespread use of social media to match candidates to jobs, are employers - who are trying to comply with EEO regulations - feeling like they need to cover their eyes when reviewing candidate credentials on Facebook, LinkedIn and other online networking sites? Are hungry lawyers lining up to pursue action against employers on behalf of candidates who feel they have been rejected because of their apparent age, race, ethnic background – or heaven forbid, height, weight and eye color!?

I don’t know the answer, but it all makes me a little nervous. As a professional résumé writer, I have always scoffed at competitors who advised clients to include a photo on their résumé, but now I am wondering if I should rethink my position. In a country that seems to have lost its senses to reality TV, entertainment magazines, and viewer-cast ballots for who should be the next “American Idol,” maybe it’s time that employers and career services professionals have some serious conversations about how these trends are impacting the job market – and come up with some realistic solutions.

Monday was one of those odd days where my phone kept ringing with inquires about my resume writing and career transition services. With so many resume writers out there marketing their services – a Google search today for “resume writer” turned up 1,520,000 hits – I sometimes marvel at the fact that I am ever found!

As with resume writers, job seekers can easily get lost amongst the competition. Thanks to the Internet, employers can literally choose from thousands of applicants to fill one position. So, with more than 1.5 million resume writers competing for business, why is it that my phone was ringing today – or for that matter, any day? The answer has as much to do with my ability to secure new clients as it does with a job seeker’s ability to secure interviews.

It seems to boil down to the following two basic marketing principles: Referrals/recommendations and brand/image. Potential clients either call me because someone who previously used my services or knows of my reputation recommended me, or they came across my advertising and liked what they saw. Here is how these two principles translate to job seekers…

Referrals/recommendations: Occasionally I will meet someone who tells me that they have never looked for a job in their life – employers always sought them out. How can that be? Well, these individuals were fully aware of their talents and made sure that others in their profession and industries were also aware. They built a strong network of contacts and positioned themselves as experts in their field and as a result, were in high demand.

To get ahead in one’s career and to get a prospective employer’s attention, one needs to make their talents and expertise highly visible. This is not accomplished by blasting one’s resume out to hundreds of employers then sitting back and waiting for the phone to ring. One gains attention by “putting themselves out there” through networking, participating in professional associations, giving presentations to peers, publishing articles, volunteering, and clearly communicating ones value.

Brand/image: If potential clients do not find me through referrals, they find me through advertising. Just as a job seeker advertises their skills and experience via their resume, cover letters, and online profiles, I advertise my skills and experience through phone book advertising, my website, and online profiles. The quality of my advertising either encourages or discourages callers, just as the quality of a job seeker’s resume, cover letters and online profiles encourages or discourages employers to pick up the phone and give them a call.

In addition to the quality of the advertising, potential callers are influenced by how the product is branded. Pepsi and Coca Cola both have excellent advertising; however each unique brand appeals to a different type of consumer. Many of my 1.5 million “competitors” have excellent advertising, but their brand does not appeal to every potential customer.

However, something in my advertising appeals to certain customers, and when having to choose from multiple options, those who pick up the phone and call often tell me they felt a connection. Oddly enough, while I am talking to these callers, I too “feel the connection” and often think to myself how fortunate for us both that we found each other.

The bottom line for those in search of a new or better job is this: Know your brand, and effectively and confidently communicate to the world. Those who like what you have to offer will give you a call – those who don’t will be better served by a competitor. Persevere and even though employers can choose from the large pool of candidates, you too can rise above the competition!

ABC premiered a new show, "Shark Tank®" last Fall, and it has become a hit! It airs on Friday nights and I promise you will love it!

If you're not familiar with the show, entrepreneurs "pitch" their ideas to a panel of venture capitalists hoping to receive start-up / additional funding to take their product or service to the next level. In exchange for an investment in the company, the investors gain an ownership percentage in the business.

The "contestants" must request a specific sum of money, present a description of the service or product, discuss the history of the business, provide actual or projected financial figures (current  / projected sales, profit margins, costs, etc.) and a business plan, and detail how the Sharks' money will be used.

The presentations are very interactive, with the Sharks asking tough and thoughtful questions during the pitch. If the business owner has a great idea that merits an investment, he / she will be awarded either all or part of the capital requested.

As I watch the show, there are times that I want to scream! Many of these individuals "come to the table" without thinking very clearly about their target market, potential demand for the product, what experience they bring to the business, and any successes they have achieved thus far. These people are often sent out the door with some pretty "strong" advice from the Sharks.

Then, there are the entrepreneurs that really have their stuff together. They present their idea and business plan brilliantly, exude passion and confidence, detail research they've conducted, and have a clear picture of how their product meets a specific need or opens up a new niche market. I love watching these people! And, the Sharks are usually fighting over who is going to give the best deal and capital to the individual.

This show reminds me so much of how people prepare (or not prepare) for their job search! The parallels are uncanny. Like an entrepreneur pitching a product or service, you should be doing the exact same thing in your job search - except the product being pitched is you!

Here are some words of wisdom if you want the "Sharks" (Hiring Managers) to buy into your "product" utilizing the premises of this show:

• Do your research. The successful entrepreneurs on this show have done their research, know who they are targeting, and determine their product's value. As a job seeker, you need to take the same steps. Research the companies that will be a match for your specific strengths and skills, target them, and develop your value proposition that will help these companies achieve their goals.
• Develop your "business plan." Just as business owners develop "road maps" for their product or service, detailing their skills and previous successes, you need to do the same thing. However, in the job search, your business plan is your resume. Convince the potential employer, on paper, why they should even call you in to "give your pitch."
• Show the value of your "product" to the potential employer. As a job search candidate, you need to convey your "value proposition" to the employer. Figure out what makes you different and unique. Then, be prepared to show evidence of your continued success throughout your career that speaks to your "personal brand."
• Be prepared to make a convincing, confident presentation about why your "product" should be chosen over all the other products. When the entrepreneurs make their pitch to the Sharks, the ones who come out on top and get the funding are always confident and well-prepared. They also provide examples of why their product is better than what is currently on the market. For your interview, prepare a dynamic "presentation," and back up your "value"  with facts, figures, and successes.
• Be ready to answer questions or address objections. Many times the Sharks will ask probing questions to determine whether the participants really know their product's market and audience. Sometimes, they even ask about other markets where the product will be valuable. When you are interviewing, you need to be prepared to answer tough questions and determine what, if any, objections a potential employer may have about you. Further, you need to understand how your skills can be transferable to other areas of the company so you can show your versatility.

While most of us will never end up on the show, Shark Tank®, I would like to suggest you watch it as "research" for your job search. I am confident you will quickly discover how pitching a product / service on this show is the same as pitching yourself to a potential employer.

You can watch previous episodes on ABC's website at http://abc.go.com/shows/shark-tank/episode-guide