Three keys to make your brand resonate – with your network and potential employers

 You’ve put a lot of hard work into networking, but how do you make your efforts pay off quickly? A solid personal branding strategy can help you turn each new contact into a job opportunity, opening new doors, expanding your network and helping you land the job you really want. 

Use these 3 keys to develop a branding statement that resonates:

 1.  Align it to key challenges
Check that your branding statement directly addresses the major challenges faced by your target industry.   But, conduct your research carefully, the market should be large enough to offer enough opportunities for your brand and you should be one of a very few candidates with the specific talent and skills that the market needs.
2.  Make it clear
Your branding statement is powerful only if someone in the industry can understand it.  If an explanation is required, your statement is either too short or too confusing. Before using it in the job market, test your statement with family or friends who understand your field of expertise. If they don’t understand it, your statement won’t resonate with potential employers.
3.  Make it come to life
Use short stories of one or two sentences each to illustrate and support your brand identity.   Here’s one of the stories I’ve used to support my brand – I get and keep clients:  “I got all my clients back after returning from a 12-month expatriate assignment by keeping in touch with them, nurturing them from afar.”
Make your networking pay off – and take off – by branding yourself right now. Don’t wait until you’re facing your next job interview. Take the time to create a personal branding strategy that will make you memorable!


Shorter Interviews – Tighter Message

I’ve noticed that companies are shortening the length of their job interviews.  They’re spending less time on each candidate and interviewing more candidates for each position.   Interviews that were 60 minutes long are now typically 30 to 45 minutes in length for a senior positions.   Why? – when it is so important to get the right people in senior roles?    I assume this change comes from both the sheer number of qualified candidates in the marketplace and the rapid pace of today’s business environment.  One senior finance client said the hiring company told him that they were interviewing 15 people for the CFO role.

As a candidate, this means that you have less time to get your message heard.  So, your personal branding statement is even more important.  It should be tight and targeted.  Spend time before your interview uncovering and understanding the specific issues facing the hiring organization. That will help you tailor it so it  resonates with them immediately.  And, your supporting interview stories should be tight and targeted too.  Research shows that people remember a maximum of three ideas from presentations.  So, use a maximum of  3 short interview stories to support your branding statement.  State the result first, then how you achieved it.  Make each story two or three sentences in length.

Here’s an example from my own interview experience.  In 1999, I decided I wanted to change into a new consulting specialty as a mid-career move.  Consulting firms are keenly interested in people who can bring in revenue.  My personal branding statement was:  I get and keep clients.  That simple statement got me in every door when I cold called.  In support of that statement, one of  my interview stories was:  I got all my clients back after a 12-month expatriate assignment. I nurtured them from afar.

A tight and targeted message will help them remember you in a positive way so you stand out from the crowd of qualified candidates and land the job you really want!