Does this sound like you?
Many people might know what personal branding is in theory, but from my experience very few people put it into practice.
As a result, their résumés and Linkedin profiles end up reading like generic job descriptions which is largely why they don’t get the interview.
What is “personal branding”?
In terms of your career, personal branding is about developing a unique professional identity and compelling message that sets you apart from your competitors and should be incorporated across all of your career marketing documents (résumé, cover letter, bio, networking documents) and Linkedin profile.
It all starts with a kick-ass statement
The most effective way to express your brand identity is to develop a branding statement (a.k.a. branding/value summary) that clearly communicates what your value is. It can be as short as a few words or as long as a few sentences. I recommend you have a short, medium, and long branding statement depending on where you are using it.
For instance, your résumé’s professional profile section is the ideal place to include your branding message. This is where you’ll want to create a longer summary that clearly conveys to the reader why they should interview you.
What a strong branding statement will do for you:
✔ Communicates what your specific and unique value is to a potential employer
✔ Includes some characteristics that make your personal brand unique
✔ Demonstrates some kind of result to back up what you claim your value is
✔ Creates a positive image or impression in the minds of the reader
What a branding statement is NOT:
In the context of career positioning and a job search, your branding message is NOT a mission statement or a career objective. It’s also not just about your job title and your job function. You need to be very clear about who you serve and how you help organizations and stakeholders.
It’s gotta be relevant
Your branding should also be relevant to your target audience which is the case of a career/job search would be the employers, positions, and industries you are targeting.
It’s important to define your target and go as niche as possible. The more finely-targeted your job search, the easier it is to develop your brand and the more your message will resonate with your audience.
Determining your branding statement starts with answering these questions…
What is your area of expertise?
➢ This is your specialty that makes you stand out from the competition.
What value do you offer?
➢ How do you help organizations/stakeholders?
➢ How do they benefit from your expertise?
➢ What problems to you solve? For instance, do you cut costs, generate revenue or improve employee engagement?
What makes you unique?
➢ Maybe you have a double MBA and speak 6 languages and can combine engineering expertise with a talent for sales. Things like this add a human voice to the statement and further distinguishes you from everybody else.
Who/What is your target?
➢ What kind of employer/industry would benefit from your services?
➢ What is your target position/job function?
What are your key personal traits?
➢ These are personal attributes that give an impression of who you are as a person, again adding a human voice.
What measurables can you include?
➢ Including numbers (dollars, percentages, volume, timelines, etc.) adds scope and context and is particularly effective when used in a résumé.
The answers you come up with will represent the kind of juicy information that you need to include in your branding statement.
Here’s an example of a branding statement:
Forward-thinking “Full-Stack” Web Developer with strong programming skills and a talent for creating and implementing innovative end-to-end technology solutions for entertainment companies looking for cost effective ways to revitalize their business. Combine creative thinking with technical prowess to push the limits of software design and development concepts that delivered over $1.5 million in additional revenue for 2017.
There’s no one way to create a branding statement. It depends on several factors, like where and how it’s going to be used which will dictate the scope, context, focus, and even length of the statement.
Start by “branding” your résumé’s professional profile
In your résumé, one main area to include a branding statement is in the professional profile section also known as the career summary among other things. The previous example can be used as the professional profile in place of a career objective statement.
The profile shouldn’t be more than one paragraph which is roughly 4 to 5 lines of text or about 3 sentences.
Besides making sure you have included the recommended components in the profile, you should also include any relevant keywords from the job description to ensure there is a match and your résumé gets scored higher by the ATS.
Then create a catchy but relevant headline
Another great place to communicate your brand on the résumé is in the headline. If you don’t know what this is, it’s a one-line tag line or slogan that you can add in the top 1/3 of the résumé.
Ideally, it will take up only one line of text, so it’s typically no more than about 100 characters. It should convey your area of expertise and the kind of value you deliver.
Your LInkedin profile also has a headline that’s 120 characters long where you can create a similar statement.
Here are some examples of headlines:
❝ Pushing the limits of software design and development concepts that kick ass!❞
❝ Driving ROI through intelligent integration of data analytics and personalized marketing strategies❞
❝ Leveraging facility management expertise to ensure a safe, healthy, and productive environment❞
Branding is complicated
Articulating your personal brand in a clear, concise, and compelling way is a challenging process, but it’s crucial in distinguishing yourself from your competitors. Going through the process will also help you communicate your value proposition during an interview.
Your personal branding goes beyond just the profile and the headline. It’s what you chose to include in your career marketing documents and how you communicate those things. You always have to keep your “brand” in mind in terms of the tone/language you use and the kind of image you want to portray.
There’s more help below…
Create a résumé that converts into interviews
The scary fact is, only about 2% to 3% of résumés actually result in interviews. To boost your chances, you need a résumé that has a higher rate of converting into interviews. Click on the button below and get started on creating a higher-converting résumé.
Grab FREE help here!
Visit the Free Stuff page and download as many of the free resources as you like.
Grab the FREE Discovery Call here!
If you’d like to schedule a call with Diana to find out how she can help you stand out and get noticed (in a good way) so you can land interviews and get hired sooner than later, click here to set up a free discovery call.
Hi! I’m Diana.
I draw from over 15 years recruitment, career/job search coaching, and sales/marketing experience to help all kinds of jobseekers stand out, get noticed, and get hired for their dream job.
Need help? That’s what I’m here for!
Are you in the midst of a job search and not getting the results you want? Or, are you employed and not actively looking but want to “get ready” in case your situation changes and you need to launch a job search?
Don’t get caught in the endless cycle of applying to jobs, hearing little to nothing, and becoming more frustrated.
I offer both “Done-For-You” and “DIY” options to help you overcome the obstacles and get you on the right track to accelerate your job landing success. You choose the level of service you feel you need that fits your budget.