Job Seekers need to convey their "Unique Promise of Value" to potential
employers in their quest for a new job
Think
about some of the top brands in the world: Coca-Cola, BMW, Volvo,
and Starbucks. They use branding principles to establish or maintain
a presence in the marketplace. Each promises something uniquely
appealing to their particular customers. They have a target market
and they know what is important to their audience.
The
same marketing principles can be applied when searching for a job.
More job seekers are beginning to understand the value of "personal
branding" in their job seeking efforts. The only difference from
corporate branding is the product; the product is the individual
job seeker.
"Job
seekers need to discover what unique talents and core values they
bring to an employer," stated Kathy Sweeney, Certified Professional
Resume Writer and president of The Write Resume in Phoenix, Arizona.
"They need to determine specifically what differentiates them from
other candidates vying for the same position."
Sweeney
says that job seekers need to do research on different companies,
to investigate the company's core values, what products or services
are offered and the target market segment they serve. This information
can be found on most company websites in their "press release" or
"about us" sections. Once a job search candidate has this information,
they are better able to determine what qualities they possess or
specific experience they have that is a good match to a specific
company.
Sweeney
advises job seekers to take this newly gathered information and
formulate stories about specific contributions they have made to
their employers. However, she recommends being guarded when providing
answers on specific tactics to solve the potential employer's current
problems.
"Be
cautious about what you share with a prospective employer regarding
the contributions you would make to their company," warns Sweeney.
"They could take your ideas and utilize them without hiring you.
Past performance usually equals future performance, so your previous
contributions should be enough for a prospective employer to assess
your capabilities."
Sweeney
states the key to showcasing your "unique promise of value" to an
employer is interviewing well. She says that candidates typically
have challenges in formulating stories that truly target the needs
of the potential employer.
"When
I conduct interview coaching with my clients, I find that they usually
have a hard time putting themselves on the 'other side of the desk',
the side of the hiring authority. Job seekers have to do that in
order to determine what is most important to potential employers,"
declared Sweeney. "When I teach clients how to answer interview
questions, using their experiences to showcase their talents, it
helps them to get a better perspective on the needs of the potential
employer. They are then able to accurately pinpoint their value
as it fits into the company's big picture."
Sweeney
concludes that job seekers should do an honest assessment of their
strengths. This self analysis is vital, as is pursuing feedback
from colleagues, friends and family members. How a job seeker views
him/herself might be quite different than the perception of other
people. She suggests listening with an open mind to the feedback,
weighing it objectively, focusing on strengths and then making the
necessary changes to overcome weaknesses.
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