What's Your Personal Brand? What Do You Portray to Employers?

Branding is not just for large companies, small businesses must brand themselves to the market place and individuals must brand themselves to the job market. Have you created a brand beyond yourself? What image, attitude, and impression do you want to portray to employers in the market for your services? I am presently marketing my son, at his insistence, to the film industry so I sat and watched Canada's Next Top Model for the first time to get an idea of what that industry looks for. I learned a lot about personal branding and it occurred to me that everyone looking to sell themselves into any job needs a brand, including me.

You know the accountant who's books are a mess, the notary who doesn't have a will, or the mechanic who's car doesn't work.... that's me at the moment, the marketer who doesn't have a brand. Well that's not completely true, I do have an image, everyone does, it's just not a purposeful conscious and planned brand.

I need to figure out what I want to portray to the marketplace, to potential employers, and to new friends. From there I need to work hard at making sure I am that brand. Everything I do needs to go back to that brand.

For example, I want to show that I am professional - so my marketing documents (cover letter and resumes) must be professional. I have to invest time, money and energy into getting the right look and feel into these documents. I also need to look the role, which for me means getting fit and fitting back into my business suits, getting an expensive quality hair cut and taking better care of my skin.

I want to show that I am reliable and responsible - so I have to act reliable and responsible. I have to behave in a reliable and responsible manner at all times. This isn't too hard for me already but it does mean that I have to keep up a daily record of what has been requested of me, what I've promised to get done, and make sure that everything I say I'm going to do is done in a timely manner.

To start your personal branding for your employment search, you need to answer some simple questions:

1. Why should an employer hire you? Your strengths and benefits.
2. How are you different from other applicants? How are you unique?
3. Who is your target employer? Values, Qualities, Names, Products, Industry.

Understand the brand of the employer you are targeting, does it match your brand? If not maybe look for a different company to target.

The most frustrating thing I've experienced in my working history is being in an office environment that doesn't mesh with my personal values. When this happens my focus is removed from my job and into the soap opera of office gossip. When I am working in an environment that is more in line with my own values I am very productive and extremely satisfied with my career choice. When you are looking for a good 'fit,' knowing who you are and what you want is more important then just getting a job. Looking for a career position is a lot like looking for a mate, if the values and goals aren't the same then divorce is inevitable.

What Type of Job has Everything I Want? Do YOU Have Any Ideas?

As you already know I am looking for work .... again. I don't have the seed capital to start up a good business so I'm on the job hunt. I don't know where to start though, I'm not sure which positions or companies I should target. Here's what I need:

1. Flexible Hours. - I need to a position where I am not tied to desk or have to punch a clock. I'm a hard worker and usually end up working longer hours then required, I just have to be able to work from home a bit, out and about sometimes, and at the office other times. I have to be able to get my kids off to school so I can't start until 9:00 or 9:30 depending on the commute. As well, I have to be able to be able to get my son to auditions and on set when he gets work. I also want to make sure I can get them to their activities after school. Plus my personality just isn't a 9-5 watch the clock sit at my desk all day type of worker.

2. Creativity - I am a creative person and as you may already be able to tell like to creative problem solve. I've always been on the more artistic side of life, whether I'm painting or creating digital ad layouts I enjoy the design process. Which is probably why I enjoy scrapbooking and cardmaking so much - layouts and design.

3. Advisory - Come on I blog because I like to put my 2 cents worth in. I enjoy writing and having an advisory role. I enjoy helping people hit their goals and most of the time I give my advice and knowledge for free.

4. Ethics - I need to be in an ethical environment with people who inspire me because of who they are and what they do. I need to respect my boss because of who he / she is and what they do to help make the world a better place. I am inspired by those who have values, morals and ethics.

5. Money - I have to make a decent wage, Vancouver is not a cheap place to live. My husband also wants to go back to school for a year so I'm on the hook to pay for the bulk of the expenses and I don't want my kids to have to give up their activities again just because I can't afford them. If I'm going to be concentrating on something other than my family or myself again I need to be paid well.

6. Professionalism and Value - I prefer a company that is professional and values its employees. I'm tired of companies that treat their employees like easily replaceable parts. I have a lot of skills to offer a company and I want to know that I am an integral part of their infrastructure. I don't need stupid token contests and gifts for what I did yesterday. I just need to know that what I offer is valuable and worth holding on to. Professional companies that understand what professionalism is and value employees that work hard is where I want to hang my hat for the next 10 plus years.

7. Productive - I need to feel productive, like I'm doing something, contributing to a bigger picture or bottom line.

8. Challenged - Challenge, I am the type of person who looks for solutions and challenges. I take the initiative and don't wait to be told what to do and how to do it. For some companies this would be a problem, for others a valuable commodity. I am a proactive and assertive individual when given the chance can do more then was ever expected to.

I believe the first thing anyone looking for a job needs to do is know exactly what they are looking for. I'm a little lost at the moment but with some help I think I can get back on track to find the right position for me. Just as any business must have a business plan, every job seeker needs a career plan and that's what I'm trying to develop.

What Every Restaurant Needs to Do..... Other Businesses too.

I went to eat lunch at a chain family restaurant and wasn't sure exactly what I wanted to order. Have you ever asked your server what they recommended and they weren't sure? Every server should sample every dish on the menu .... especially the specials. Employees should have a first hand knowledge about the companies products and services.

There is no better way of marketing then word of mouth and recommendations. Your employees should be spouting off all the benefits of your service and product to everyone because they use it, believe in it, and know it.

As an employer the restaurant should be ensuring their employees have tried everything they can on the menu. They need to know that their servers can recommend their favorites and increase sales by offering up add ons that they know will make the clients meal that much better.

Look for Your Next Job at Your Local Library

I don't mean apply to be a Librarian. Libraries, especially the big city ones, have a mass of resources available for the job hunter in their business section. Everything from the latest Career Choicing book, What Colour is Your Parachute, to lists and resources you never thought of looking for. Need a resume - find books and books of how to write the perfect resume and cover letter. Not exactly sure about the job titles in an industry or what you want to be? They have thick resource books on different job titles in different industries with a descriptive write up about each one. Big help when trying to figure out what jobs you really want to go after.

If you are applying for a job with a company you need to know why you want to work with that particular employer. The library is filled with information you won't find easily on the internet. Old publications, new periodicals, information on CEOs and CFOs.

Take a day to head down to your public library's business section and ask the resource desk for a little help finding information on a career.... you'll be amazed at what you find.