I wasn’t actively looking when I received a message via LinkedIn from a recruiter at my current company. After many rounds of interviews, I received an offer. In this precarious economic environment, I’ve found myself facing multiple
Back in 1997, the cover of Fast Company was, “The Brand Called You.” It was very forward thinking, but it’s apropos to today’s times.
Think about it – Large companies like Nike, Coke, Pepsi, and Procter & Gamble understand the importance of brands. Today, in the age of the smart internet-connected mobile devices and the rise of social media, you have to be your own brand. The distinctive Puma emblem on your sneakers tells everyone who’s got you branded. That coffee mug says you’re a Starbucks drinker. The iPhone you’re wielding in your hands says – You’ve been branded.
Regardless of age, title, industry we happen to be in, all of us need to understand the importance of branding and nurturing our brand equity. As Tom Peters notes, “We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.”
The good news is, with social media, everyone has an opportunity to stand out. That, coupled with recruiters and hiring managers frequently making hiring (and firing) decisions based on what they find on the web, social media is a powerful weapon in your career and branding arsenal. Consider these facts: (statistics extrapolated from corporate websites)
- 800 million users are on Facebook today
- More than 200 million number of Twitter accounts are in existence
- With 150 million members, LinkedIn has a trove of information on business people in over 200 countries
- There are more than 200 million blogs
- About 3 billion videos are watched every day on YouTube. More video is uploaded to YouTube in one month than the 3 major US networks created in 60 years
- Almost 4 million articles are in Wikipedia
With those stats, social media sites – which let you share content, while creating connections with others – have the ability to disseminate information to a staggering number of users. So, the first step in your brand management is to build your visibility. Like any brand manager, you have to ask: How do I differentiate Me?
Begin by enhancing your profile and online presence. One of the most effective tools in your career toolbox is LinkedIn. Highlight your brand assets:
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Craft a Smart Headline. In developing a profile, create a headline that sums up your professional brand in a short phrase, such as “Accomplished Finance Professional,” “Experienced
Treasury Executive,” or “Payments Expert” to position yourself for your future job opportunity. -
Build Your Profile. Include employment (current and past),
education , industry, degrees, certifications, and any accolades in your profile. Recruiters are increasingly utilizing LinkedIn as a tool to validate that the resume aligns with information available online. Link relevant information such as a blog, twitter handle, published articles, or a company website. Write a rich summary incorporating key search terms that sells your skills and experiences, which can be easily found in keyword searches. - Display a Professional Profile Photo. Select a photograph that positively represents you to a potential interviewer.
- Develop, Connect and Use Your Network. Take advantage of trade associations and forums to network and develop relationships. The number of connections on the profile is a strong indicator of how well you network and how many positive working relationships you have developed. Successful professionals network extensively to expand their breadth of knowledge and expertise, as well as glean intelligence on growth opportunities.
- Solicit Strong Recommendations. Third-party endorsements help build credibility. Recommendations tell companies whether you generate ideas, are a go-getter, a natural leader, or a conscientious and driven worker.
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Engage with Professionals and Establish Thought
Leadership . Offer responses to questions on LinkedIn Groups (without compromising any sensitive company information, of course). Pose a question to your peers, if you need information or assistance. Post a useful article that you have read, which your peers may find helpful, or even share a blog post that you’ve written. Recruiters are looking for talent who contribute intelligent advice or demonstrate critical thinking skills in value-added jobs. They are monitoring influencers and targeting candidates through these dialogues. LinkedIn Groups are also useful in tracking and staying on top of trends in your industry. Savvy professionals continually assess the market to strengthen and diversity their skill set.
Here is Part II of Social Branding U which focuses on managing your brand.
