These days, branding is everything. Product manufacturers spend millions of dollars developing names and brands--so they can stand out in an increasingly crowded marketplace. You should think branding too. It can help guide your career and help you achieve greater success, says Dan Schawbel, personal branding expert and author of the forthcoming book Me 2.0 (Kaplan, April 2009).
In today's sagging economy, personal branding is more important than ever. I recently caught up with Dan and asked him how older workers can develop a unique brand both online and offline.
Q: What is personal branding?
A: Personal branding is how we market ourselves to others. It's a process.
Q: Why should job seekers think about it?
A: Right now, there are 3.3 job seekers for every job and there have been more than 1.2 million layoffs this past year. Job seekers have no choice but to differentiate themselves based on their unique skills, passions and overall brand. It's a crowded marketplace out there for talent, so if you aren't an ambitious job seeker, who understands that the old ways of applying for a job are history, then you are going to have a very tough year ahead of you. Recruiters are already Google'ing your name or searching for it on social networks. You won't exist to the world if you aren't found and the best way to be found is to use social media tools to create a virtual ad for yourself, your personal brand.
Q: What are a few of the challenges for older workers in terms of branding themselves effectively?
A: Older workers have a tough time branding themselves because they have already been branded many times by colleagues and it's hard for them to reinvent themselves. Also, they are seen as lacking technological proficiencies, such as expertise in social media. They are used to using the phone, a fax machine or email, while the younger generation prefers instant messaging and social networking. Older workers are at risk in this economy because company's can pay younger workers half their salaries to do the same caliber of work. Many older workers have neglected their inner passions, so they end up stuck in a career that may provide for their family, but not cater to their career aspirations. It's hard to switch careers when you're older because you've already built up a resume in a specific area and don't have the skills to transfer.
Q: What branding strategies and techniques are most effective, particularly for workers age 45 and over?
A: I would recommend that same branding strategies, in general, for almost anyone. This means that you still have to have a personal branding toolkit, composed of a resume, cover letter, references document, LinkedIn Profile, website and, depending on your area of expertise, a portfolio. I think it's important that you forget about your job title and start thinking about a personal brand statement. Based on everything you've done in the past, how do you want to position yourself for now and in the future? A personal brand statement explains who you are, what you do and who your audience is. For me, it's "the leading personal branding expert for Gen-Y." Use that framework when constructing your own. If you operate a business, then it's important you have a separate website and link back and forth between your website and the company's.
Q: What are the biggest mistakes people make when branding themselves?
A: A lot of people don't brand themselves properly. Some select a general topic instead of a niche, which others don't align their expertise with their passion (personal branding fuel), so their careers don't take off. Others fail to set smart goals, such that they have a clear destination. I've even seen some people get so much feedback from their peers on what their brand is that it doesn't even resemble who they are inside.
Q: Is it necessary to rebrand one's self from time to time?
A: Madonna would say yes to this question, but I think it depends on who you are, what you want to do in life and your current position (financially and in your career). I don't think it's always about rebranding, but more about staying relevant to the times. As the tools change, you have more channels by which you can convey your message, but you remain the same. It's not about the technology. It's about who you are inside and, if you figure that out, your brand will naturally grow on the outside.
Q: Anything else that job seekers should be aware of?
A: Job seekers should stop sitting around and stop sleeping for 9 hours each night. If you want to make your dreams come true you have to earn it by working hard and working smart. If you build a powerful personal brand, especially online, opportunities will be attracted directly to you, without you having to apply for them. Just ensure that your brand is consistent both online and offline because otherwise that brand promise won't be kept and you won't get the job.
If you'd like more information and additional resources, check out Dan Schawbel's branding Website: www.personalbrandingblog.com.
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