The realities of a challenging global economy and after-effects
of a recession in our country are unexpected educational experiences for recent
college graduates. This year’s graduates have degree in-hand but in many cases have
no guarantee of a job or immediate prospects. Young people are moving back
home, searching earnestly for positions related to their college majors and in
many cases taking jobs with little relevance to their chosen career.
I can empathize with the struggles young people are facing
on two fronts. First, as a college professor one of my responsibilities is to
help students launch their careers. I share with them the importance of
building a professional network and encourage them to use tools like LinkedIn
to engage in networking. Also, I stay engaged with the local business community
to stay abreast of job opportunities for marketing majors. Second, in addition
to my advisees who study under me, I am currently mentoring my flesh and blood
advisee – my oldest son graduated with an Information Systems degree in May and
is in the job market with thousands of other recent grads. On both fronts my
advice is the same: Don’t look for a job – market your brand.
Job seekers are abundant; they flood Monster and Career
Builder with résumés. The problem is that it is difficult to differentiate
yourself as an employee when your mindset is to find a job. In contrast, when
you are marketing your personal brand, your thoughts and actions serve to build
your brand. Why is personal branding a big deal? Most job seekers do not think
like a brand manager. Their focus is on finding a job. Employers are interested
in how a candidate can add value to their organizations. Brands focus on
creating and articulating value.
My advice to job seekers (including my own Chris) is to manage
and develop the 3Ms of a personal brand:
·
Meaning
– Your values and beliefs that guide your priorities
·
Make-up – The skills, abilities, and training
that are marketable competencies
·
Message
– Communication of your qualifications and personality; Social media gives us
numerous opportunities for spreading our message… if used correctly
It is a unique but daunting task to oversee the most
important brand in the world: You. If you want a job, develop your brand and
market it. When you define what you have to “sell” and are able to persuade
others about the value you can deliver, the job opportunities will follow.
Labels: Personal Branding