{"id":542,"date":"2025-02-01T08:00:05","date_gmt":"2025-02-01T08:00:05","guid":{"rendered":"https:\/\/parwcc.com\/?p=542"},"modified":"2025-01-30T07:59:34","modified_gmt":"2025-01-30T07:59:34","slug":"i-never-use-the-term-personal-branding-with-my-clients","status":"publish","type":"post","link":"https:\/\/parwcc.com\/i-never-use-the-term-personal-branding-with-my-clients\/","title":{"rendered":"I Never Use the Term “Personal Branding” with My Clients"},"content":{"rendered":"

I get it. I was one of the first to suggest that, in reality, we are not resume writers or career coaches, but marketing professionals. We are like Madison Avenue marketing pros for job seekers, responsible for packaging and presenting a product (job seekers) in such a way as they win out over the competition. I get it \u2013 Personal Branding.\u00a0 But I NEVER use that term with clients.\u00a0<\/span><\/p>\n

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Job description of a job seeker<\/b><\/h2>\n

Have you ever taken the time to write out a detailed job description of the average job seeker you work with? It would go something like this:\u00a0<\/span><\/p>\n

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A successful job seeker must have the following skills:<\/span><\/i><\/p>\n

\u25ba<\/span> Goal setting <\/span> \u25ba<\/span> Strategic planning<\/span> \u25ba<\/span> Competitive analysis<\/span><\/p>\n

\u25ba<\/span> Self-analysis<\/span> \u25ba<\/span> Market analysis<\/span> \u25ba<\/span> Self-motivation\u00a0<\/span><\/p>\n

\u25ba<\/span> Writing<\/span> \u25ba<\/span> Editing<\/span> \u25ba<\/span> Proofreading<\/span><\/p>\n

\u25ba<\/span> Word processing<\/span> \u25ba<\/span> Social media<\/span> \u25ba<\/span> Sales and logistics<\/span><\/p>\n

\u25ba<\/span> Self-marketing<\/span> \u25ba<\/span> Communication skills<\/span> \u25ba<\/span> Cold calling<\/span><\/p>\n

\u25ba<\/span> Networking<\/span> \u25ba<\/span> Time management<\/span> \u25ba<\/span> Research<\/span><\/p>\n

\u25ba<\/span> Stress management<\/span> \u25ba<\/span> Overcoming rejection<\/span> \u25ba<\/span> ChatGPT \/ AI<\/span><\/p>\n

\u25ba<\/span> Resume development<\/span> \u25ba<\/span> LinkedIn <\/span> \u25ba<\/span> Life\/job search balance<\/span><\/p>\n

\u25ba<\/span> Interviewing<\/span> \u25ba<\/span> Negotiating<\/span> \u25ba<\/span> Distraction management\u00a0<\/span><\/p>\n

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I\u2019m sure I missed a few. Now here\u2019s the thing \u2013 the average job seeker hasn\u2019t a clue how to confidently integrate these skills into a successful rapid employment process (job search). And most job seekers don\u2019t possess some\/many of these key skills, or are nowhere close to mastering them.<\/span><\/p>\n

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Bottom line: The process of getting a job is \u2018beyond overwhelming\u2019 for most job seekers.\u00a0<\/span><\/p>\n

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Simplification is an engagement strategy\u00a0<\/b><\/h2>\n

Let\u2019s talk about <\/span>Personal Branding<\/span><\/i>: The idea itself is complicated enough for marketing professionals. I contend that if we were to ask 10 respected marketing professionals to define Personal Branding, we\u2019d get seven different definitions. So I asked ChatGPT (Chatty) to provide me with a definition of Personal Branding. This is what Chatty told me:<\/span><\/p>\n

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Personal Branding refers to the intentional process of defining and communicating your unique skills, values, and image to create a specific perception of yourself in the minds of others, essentially “marketing yourself” to achieve career goals (or build a public reputation); it’s about consciously managing how you are perceived by others, highlighting your strengths and expertise to stand out in your field.<\/span><\/i><\/p>\n

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I then asked Chatty to simplify its definition. This is what it came up with:<\/span><\/p>\n

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Personal Branding is the process of creating and promoting a unique identity or reputation,<\/span><\/i> in the minds of others, that reflects your values, skills, and personality to stand out and build trust with your target audience.<\/span><\/i><\/p>\n

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Even this is too complicated and ineffective\u00a0<\/b><\/h2>\n

Let\u2019s return to the definition of a job seeker that I noted above. If you and I can truly appreciate and relate to the vast number of skills (many untaught and\/or uncomfortable) required for job seekers to succeed, the last thing they need is a crash course in Personal Branding. They don\u2019t even want to hear the term! Perhaps in its purest form it is. But for most job seekers, the idea of Personal Branding is hovering around a 10 on the Richter Scale \u2013 terrorizing, if not overwhelming.\u00a0\u00a0<\/span><\/p>\n

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Job seekers need us to simplify the employment process, not complicate it. When we seek out and implement concepts and strategies to uncomplicate an already uncomfortable process, job seekers will become more proactive, encouraged, and engaged. Simplification is an engagement strategy to inspire your clients\/students to take constructive action to secure \u2018the right\u2019 employment.\u00a0<\/span><\/p>\n

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Deliver, Generate, & Produce Approach<\/b><\/h2>\n

Below are two questions. Purely from a job seeker\u2019s perspective, which question do you think will better resonate with them where they understand what they have to do implicitly, and are engaged to do it?<\/span><\/p>\n

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  1. Did you know that a job search is about selling yourself \u2013 Personal Branding? That said, are you ready to proactively create and promote your unique identity in the minds of potential employers, that reflects your values, skills, and personality \u2013 so you stand out and land a job?<\/span><\/li>\n
  2. Did you know that landing a job is all about communicating what results you can deliver, generate, or produce for your paycheck? That said, are you ready to proactively identify what results you can deliver, generate, or produce that would get a company excited to hire you?<\/li>\n<\/ol>\n

     <\/p>\n

    For me over the decades, it\u2019s consistently been the latter.<\/span><\/p>\n

     <\/p>\n

    Job seekers need to focus on communicating the results they can “deliver, generate, or produce” because employers primarily care about how a candidate can solve their problems, contribute to organizational goals, and\/or add measurable value. While Personal Branding is important for creating a memorable and professional identity, usually for the long term, a job search is a short-term endeavor, so the focus must be on outcomes \u2013 delivering, generating or producing results\u2026 not creating a Nike-type brand image.\u00a0\u00a0<\/span><\/p>\n

     <\/p>\n

    Here\u2019s why results take precedence:<\/span><\/p>\n

     <\/p>\n

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    1. Employers focus on outcomes<\/b><\/li>\n<\/ol>\n