5 Ways to Brand Yourself & Get the Job

Many job seekers attempt to use a functional format to emphasize specific skills or to cover up problems with the resume, such as job gaps, brief employment periods, or multiple jobs in a short time period. Or you may be trying to brand yourself, in modern terms, with the functional approach. Personal branding is a great idea, but be aware, the functional resume is not the way to create your brand. 

Even though branding is a popular marketing concept for corporations, the transition to personal branding isn’t always as easy to establish. Brainstorm for a minute. Think of a professional you admire, whether someone in the media or in your own company. Analyze what makes their brand so easily identifiable. Now apply that analysis to your career. How do others consistently describe you? What is your specialty niche?

Make a list of your unique skills, training, or professional experiences to start. Review your career progression to tease out all the basic skills that align with the types of positions you are seeking. These skills form the foundation of your qualifications for positions and most likely equate with the "responsibilities" section in a job posting.

These basic skills may not define your passion or your brand, but are important in helping you qualify for a position.

Next, match skill sets with your current career goals.

Do you want to relocate abroad for your career? Mine your job history for global or international experience. Even if you did not travel, you might still have amassed experience in the international arena. Did you have sales accounts in Mexico or Canada? What about Pacific Rim accounts? Have you assisted in business development on the ground? Did you locate factories or suppliers overseas?

These unique experiences can help you formulate your brand.

LinkedIn is a great place to begin establishing your personal brand.

The profile has specific sections regarding your education, key experiences, and areas of professional emphasis. Think about how you want to use this professional site. Are you trying to connect with others? Gain referrals? Get a job? The goals you have for the use of this professional networking site will reflect your emerging personal brand.

Another important resource for broadcasting your brand is professional organizations. Research those organizations that align with your current career goals.

You may need to conduct a broad search, such as "business development professional organization," to discover new groups. Many professional organizations have useful member sections online to post your career interests or job search goals. These resources are a great way to solidify your personal brand.

Finally, consider how you will present your personal brand in a resume.

Remember, the functional format may seem like the logical way to present a consistent brand, but most hiring managers prefer a chronological approach. In addition, the functional resume can be confusing to readers as they try to place your accomplishments with different companies or create a time frame of your work experience. The chronological approach provides a history of how your personal brand has become more defined over the last 10 to 15 years. A chronological approach is straightforward and provides a clear sense of what you have been doing professionally, an important component of your brand.

You don’t want to raise questions in the mind of the reader about potential employment gaps, which is often the case with a functional format. Your personal brand will be clearly highlighted in a work history that describes your career progression in terms of skills and increasing levels of responsibility.

Establishing a personal brand requires complex planning and a clear direction just like any successful marketing campaign. Identify your strengths and align those with your goals for effective personal branding. Then spread the word and watch the opportunities grow.

Thank you for reading. As an added bonus, the Salary.com editorial staff has compiled a recommended reading list on this topic. Enjoy:

• Career Distinction: Stand Out by Building Your Brand
• You Are a Brand: How Smart People Brand Themselves for Business Success
• Be Your Own Brand: Achieve More of What You Want by Being More of Who You Are
• Personal Branding for Dummies