Land a job: Promote the brand of You

By Paul Keegan


(Money Magazine) -- Think branding is only for celebrities and cola companies? Think again.

Today whatever reputation you have is spreading quickly across the Internet, thanks to Google, industry blogs, and social-networking sites. (Even failing to turn up on search engines says something about you.)

That makes it critically important to take control of your professional image, or "brand," says William Arruda of Reach Personal Branding. Actively promoting the brand you'd like to be can help you get your name on the radar of industry leaders and advance your career. Here's how to do it.

Determine your trademark

First, figure out how you're perceived: Google your name, and ask former colleagues to give anonymous feedback about your strengths and weaknesses via reachcc.com/360reach. These tools can help you identify both any problems (the photo of you tipsy at JazzFest) and positive qualities to exploit (your efficiency).

Next, in 20 words or less, answer this question: "How do I want employers to view me?" Focus on what makes you unique -- maybe you're an engineer with great people skills or a marketing exec who knows accounting. Think long term. "Your brand should reflect the career you want, not the job you have," says Dan Schawbel of Millennial Branding.

Spread the word online

Potential employers are likely to look you up online, so you want the top search hits of your name to communicate your brand. Start by making sure your LinkedIn profile plays up your brand message -- use the "summary" to state it outright -- and that your Facebook page doesn't distract from it, since both show up early in searches.

You could build a website to promote yourself further. Or you might start a blog on a topic that fits with your brand identity. (But remember that an infrequently updated blog can do you more harm than good.)

Drive traffic to your site by commenting on other blogs and asking them to link back, says search-optimization expert Evan Bailyn of First Page Sage. Also, feed blog posts automatically to your Twitter and Facebook accounts.

Live and breathe the brand

Make sure your offline behavior is consistent with the brand you're promoting online by taking on roles that will enhance your image among the right people. If you're calling yourself a collaborator, volunteer for group projects.

International expert? Join a committee in your trade association that deals with issues abroad. "It's not about making your brand famous," says Arruda. "It's about making it selectively famous among the people who need to know about you."  To top of page

Just the hot list include
Frontline troops push for solar energy
The U.S. Marines are testing renewable energy technologies like solar to reduce costs and casualties associated with fossil fuels. Play
25 Best Places to find rich singles
Looking for Mr. or Ms. Moneybags? Hunt down the perfect mate in these wealthy cities, which are brimming with unattached professionals. More
Fun festivals: Twins to mustard to pirates!
You'll see double in Twinsburg, Ohio, and Ketchup lovers should beware in Middleton, WI. Here's some of the best and strangest town festivals. Play
Overnight Avg Rate Latest Change Last Week
30 yr fixed3.80%3.88%
15 yr fixed3.20%3.23%
5/1 ARM3.84%3.88%
30 yr refi3.82%3.93%
15 yr refi3.20%3.23%
Rate data provided
by Bankrate.com
View rates in your area
 
Find personalized rates:
Index Last Change % Change
Dow 32,627.97 -234.33 -0.71%
Nasdaq 13,215.24 99.07 0.76%
S&P 500 3,913.10 -2.36 -0.06%
Treasuries 1.73 0.00 0.12%
Data as of 6:29am ET
Company Price Change % Change
Ford Motor Co 8.29 0.05 0.61%
Advanced Micro Devic... 54.59 0.70 1.30%
Cisco Systems Inc 47.49 -2.44 -4.89%
General Electric Co 13.00 -0.16 -1.22%
Kraft Heinz Co 27.84 -2.20 -7.32%
Data as of 2:44pm ET
Sponsors

Sections

Bankrupt toy retailer tells bankruptcy court it is looking at possibly reviving the Toys 'R' Us and Babies 'R' Us brands. More

Land O'Lakes CEO Beth Ford charts her career path, from her first job to becoming the first openly gay CEO at a Fortune 500 company in an interview with CNN's Boss Files. More

Most stock quote data provided by BATS. Market indices are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer. Morningstar: © 2018 Morningstar, Inc. All Rights Reserved. Factset: FactSet Research Systems Inc. 2018. All rights reserved. Chicago Mercantile Association: Certain market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. Dow Jones: The Dow Jones branded indices are proprietary to and are calculated, distributed and marketed by DJI Opco, a subsidiary of S&P Dow Jones Indices LLC and have been licensed for use to S&P Opco, LLC and CNN. Standard & Poor's and S&P are registered trademarks of Standard & Poor's Financial Services LLC and Dow Jones is a registered trademark of Dow Jones Trademark Holdings LLC. All content of the Dow Jones branded indices © S&P Dow Jones Indices LLC 2018 and/or its affiliates.