Branding is one the most important things you can do for your career. Just like a consumer product, branding helps create a place for you in a buyer’s mind that causes them to think of you whenever they make a decision.
Branding in a job search is not just about finding a job today. It is about creating “the mental real estate” in people’s minds as a go to person in your field.
How important is branding? Let’s go back to consumer products for a moment.
When you go to the store to buy laundry detergent, do you pick up two or three products, read the list of ingredients and think, “Hmm. The chemicals in this product will probably do a better job than the ones in this one. And it has Phenyl-Bannana in it for an extra boost!”
Of course you don’t look at the ingredients. You look at the price, maybe you have a coupon or use the product your mother or father used in their home. You make the decision based upon a host of reasons unrelated to the ingredients because the industry has taught you not to bother.
In job hunting, you can create a similar affect by becoming a knowledgeable go to person in your field online, in trade groups, in networking groups, with friends and colleagues and a host of other places so that when people think of an expert in your subject, they think of you and come to you.
So that when a former colleague hears about an opening in their firm, they think of you as someone who can fill the role.
So that everyone is favorably predisposed to you and they are literally ready to hire you.
Here’s an example of how that works.
You see, “Jeff Altman, The Big Game Hunter” and come to my website. You read some of my articles from previous editions of “No B.S. Job Search Advice Ezine.” You listen to an episode of “No B.S. Job Search Advice Radio.” You sign up for my ezine, connect with me on LinkedIn and watch some of my videos. Maybe you read a tweet or two of advice or follow me on Facebook. Maybe you order a book or guide from me.
You do this for a while and think, “Jeff really knows recruiting and works hard to do a lot of things for free to help job hunters. Some of what he writes or broadcasts I already know but, heck, it lets me know I’m doing things right.”
And from that comes trust.
And often that means people recommending me for search assignments at their firms.
And sometimes that means they hire me to coach them in their job search.
Creating a brand is not something that happens overnight. It takes time to become the authority but the rewards are enormous.
© 2005 All rights reserved Jeff Altman, The Big Game Hunter