How to Brand (or Rebrand) Yourself for the Job You Want

How to Brand (or Rebrand) Yourself for the Job You WantHow to Brand (or Rebrand) Yourself for the Job You WantWhen youre starting a job search, your goal is to make your credentials strong enough to get you selected for a job interview. Once you get to a job interview, you can sell yourself to the interviewer by confidently making the case that youre an exceptional candidate. Before that though, whats on your resume and cover letter is going to be the pitch that gets you picked for an interview. One of the best ways to achieve that goal is to brand (or rebrand)yourself if necessary, so youre a close match for the jobs youre targeting. What does this mean? And how do you do it? Whats in a Brand? Branding (if you havent worked on creating a brand yet) or rebranding(if youre considering a job or career shift), means deciding what professional path youre on and tailoring your credentials, expertise, and whats visible to network connections and prospective employees, to match that bra nd. Your brand, besides showing what youre capable of doing and where youre heading, will show employers what you can bring to the table and how you will add value to their organization. How to Get Started The first step in creating or reinventing your brand is to determine what you want that brand to represent. What type of job would you love to have? Would you like a new job in a similar role or the same job in a different industry? If so, thats a relatively easy brand update. If youre looking for a career change, youll need to invest more time and energy into rebranding yourself. Check yourself out. Google yourself and check the results before you start making any changes. You will want to see how the current information available about you reflects your professional persona, and ensure thatit clearly reflects where you are in your career and where you want to go next. Look at it from the viewpoint of a hiring manager to see what narrative you are sharing about your achieveme nts and aspirations.Make a plan. Its important to figure out how youre going to get to where you want to be. Does your career need a makeover? Do you need new skills or certifications? Or can you tweak your brand and update it so its a fit for where you want to go next? Make a list of what you need to do before you get started. There are things you can do at your current job to position yourself for success in the next one. If your career needs a major overhaul, it will require more planning and a bigger investment of time. Upgrade your credentials. Are you short on the skills you need to make a successful brand switch? If you can carve out some time, it can be easy to gain the skills you need to bolster your qualifications. There are many free and low-cost classes you can take to get the career skills you need. Once youve upgraded your skill set, take on some freelance projects to create a portfolio of skills related to your rebranding objective. You can add those skills to your re sume and LinkedIn, and refer to them in your cover letters. Be careful. As with a job search when youre currently employed, be careful about the changes you make that are visible to your current employer. For example, if youre working in sales, you dont want your Twitter feed to be all about product development. Gradually mix in the new topics if youre using social media for business purposes. Make sure Share with network is turned off while youre updating your LinkedIn profile if youre connected to currentcolleagues. If you make changes slowly and carefully, its easier to stay under the radar. Create a Branding stellungnahme A branding statement is a shortand catchy statement that encompasses what makes you a strong candidate for a job. Writing a branding statement can help you tocapture the essence of what you want to accomplish in the next phase of your career. Taking time to write your own statement will help you tofocus on what you want to accomplish with your branding or rebranding. Add a Branding Statement to Your Resume Adding a branding statement to your resume is a way to show employers how you can add value to the organization if you were to be hired. Dont use the same branding statement every time you use your resume to apply for a job. If your branding statement isnt a perfect match for the job, take the time to tweak it so it reflects the attributes the employer is seeking. As with all job search materials, its important to show the employer how youre among the best-qualified candidates for the job. Update Your LinkedIn Profile Also, update your LinkedIn profile. It doesnt have to match your resume exactly, but it should be close enough to pass scrutiny because employers will checkit. Take time to write a summary thats informative, reflects your career interests, and will grab hiring managersattention. Check Your Other Social Accounts Too Is the message youre sending to recruiters and networking connections consistent? When they look at each of your various public social media accounts will they get the same impression? Consistency is important when youre using social media for career development. Using the same professional photo across platforms will help tobuild your brand. Rebrand Yourself (Carefully) When youre thinking about a major job shift or a career change, rebranding might be in order. Rebranding is something you should do slowly and carefully if youre currently employed. You dont want to advertise to your current manager, other employees of the company, or clientsthat youre rebranding your credentials and seeking new opportunities. That way you wont jeopardize the job you have, and you can move on when youre ready. Gradually change your LinkedIn page Making small changes over timewill be less elendiceable. For example, you could gradually change your LinkedIn profile by reworking some of your job descriptions to fit betterthe brand youre aiming for. They should still reflect what you did at each job, but the focus can shift.Update your LinkedIn headline The headline section of LinkedIn is designed for short, descriptive text. Use that to highlight the skills you have that match your goals. Again, dont get too far off-base from your current role if youre employed. If youre not currently working, youve got some more flexibility in how you write your headline.Rework your resume Another option is to keep your LinkedIn job descriptions brief and vague. Instead of changing LinkedIn, you can tweak your resume to match betterwitheach position youre applying for. There wont be a noticeable difference to current or prospective employers. There are smalland simple, but very powerful changes that you can make that can have a big positive impact. Use Your Cover Letter to Explain Whats in your cover letter is between you and the hiring managerreading it. Employ your cover letter to tell the story of your career pivot. Write a targeted cover letter that highlights your strongest accomplishments and assets that qualify you for the job,helping to convince the hiring manager that youre well worth interviewing. Start All Over Again Rebranding your career isnt a one-time deal. Technology changes, the economy goes up or down, in-demand skills change over time, and fruchtwein peoples career aspirations change along the way. The average person changes jobs 10 -15 times over their career. Your career will most likely shift over timetoo. As you gain additional work experience, take a course, or otherwise learn new skills, add them to your resume and LinkedIn profile. Tweak your job descriptions as you move forward so they reflect where you are going, as well as where youve been. By making some slow and steady changes your rebranding will be a work in progress, and youll be able to use your brand successfullyto boost your career.