Yesterday, as I was driving through Oakland, CA, I noticed a hair salon called “Contagious Studio”. I know the word can be used in a positive way, i.e. her enthusiasm was contagious, and if you're an R. Kelly/Isley brothers fan, you might have a positive connotation due to the song; but alas, I think most of us associate the word with a spreading illness. Another favorite is a shop in Chico, called “Tedious Repairs” (this one submitted courtesy of my mother). One wonders why they thought that name was a good idea, as tedious pretty consistently means…tedious.
Despite these unfortunate examples, most employers are well versed in the importance of a good employment brand. However, as a candidate, there are a myriad of things to think about in terms of your own brand, and unfortunately, most of us don’t have the benefit of an army of experts and PR people and executives providing advice and help. In the old days (or so I hear), life was simpler. I am not sure that’s true, I think we may have traded one set of rules for another, but regardless, there are several layers of personal “brand” to consider:
1. Your online presence
2. Your resume
3. Your look
4. Your answers
Online: For some industries and jobs, online presence is more important than for others. Increasingly, this is not only where recruiters check you out after you have interviewed, it’s where recruiters find you. Take a serious look at your online brand. Are you on LinkedIn? Facebook? Twitter? Make sure your bios are descriptive and error free. Think about who you “friend” and who can see what on your profile. If you update your status or tweet consider talking about something work related at least occasionally. Be aware of whether you set your profile to be public or only viewed by your “friends”, because if a future employer can see a picture of you beer bonging or notices that you play Mafia Wars all day long while at work, I can guarantee that is NOT going to be impressive.
Resume: Your resume is a key introduction to your brand, and for many hiring managers, it’s your first connection with them. There are thousands of websites out there that offer advice on how to improve your resume. Go to one. I am pretty sure your resume could use some work. Or, ask an HR professional to look it over. Because although it’s been said before, it has to be said again…If your resume has serious issues, it’s likely you won’t make it to the next step. I have 86’d resumes for typos in a job that required attention to detail. And if you are pulling together a video resume, there’s a whole world of do’s and don’ts out there on those.
Appearance: Like it or not, culture fit is important. Figure out what the cultural “code” is at the place you are interviewing for. If you are currently employed, do this for the place you currently work at. People who fit in will do better, whether the goal is to get hired or get promoted. Never try to be something you’re not, but there’s no harm in doing as the Romans do if it doesn’t hurt anyone. Determine what the prevailing style is, either by talking to someone who works there or stalking the lobby area, and dress accordingly. Don’t do Dress Barn if it’s a designer label type of place. Some flair might work better in some industries than others; but keep it low key in any interview situation.
Prepare: I can’t tell you how appalling it is when I interview a person who has not bothered to prepare for their interview. Do a little sleuthing on the Company. At the very least, familiarize yourself with their website. Know your area of expertise and have a few key responses ready that are forceful, clear, and hard to argue with. Numbering things is always good (i.e. “There are three things that are important in sales: selling, selling and selling” or whatever), because it keeps you from rambling and it sounds like it’s something you’ve really thought about.
People paint their houses before they sell. Spruce up your personal brand before you look for that new job or promotion! By taking just a few simple steps to improve your online and offline presence, you’ll ensure that you don’t have an invisible “Tedious” sign on your head when you go in for an interview, or when you are up for a promotion.
tracy c