She mentions that “resumes are the currency of recruiting” but also reminds us that “there is nothing in there that tells us this candidate is the one. She argues that resumes are a poor branding tool because “if a candidate doesn’t grasp his or her unique value proposition, then he can’t possible convey his brand through a personal website or resume.”
A simple solution to branding is to simply “Play off of your strengths.” The problem, for most, is not know what their strengths are, much less how to market those strengths in the marketplace.
A great starting point is to understand one’s personal job competencies. Richard Boyatzis, a professor of organizational behavior defines job competency as An underlying characteristic of an employee which results in effective and/or superior performance. The key phase is “superior performance.” If a candidate can figure out which competencies help make them a superior performer, then branding becomes a cinch.
For the complete competency key and a fun exercise click on this link.
Another great resource is the book, “Now, Discover Your Strengths” by Marcus Buckingham and Donald Clifton. The book comes with a unique identification number, which allows the reader to access the StrengthsFinder Profile on the Internet. You end up with your five most important strengths from a list of 34.
Branding is critical for job seekers. Candidates only have a few chances: the Resume and the Interview are the main opportunities. Cover letters, thank-you notes, follow-up calls are secondary opportunities. That is not much time to build a brand. A challenge – yes, indeed. Impossible, no, not if you have a framework with which to work.
Understanding your competencies and understanding your strengths will provide a solid framework on which to build your brand.
