Creating and Self-Marketing Yourself to Find a Job During Tough Times
A career brand is an image that portrays you as an expert in your field, attracts your ideal
employer, and reveals how you can help their business. How can you promote your career
brand effectively, to stand out among increasing competition in the workforce? Self-marketing!
Before you begin self-marketing, you need to understand:
1. What you are going to market about yourself
2. Who you are going to market yourself to
3. Why you are going to market yourself to them
This article offers some important tools to develop your career brand and understand
your self-marketing plan.
Goals of Self-Marketing
1. Provide direction to help eliminate trial and error. As a result, save time and money.
2. Network with key industry players.
3. Identify your transferable skills. Marketing these skills, not just job history and accomplishments,
puts you in higher demand (i.e., more interviews).
4. Determine what other industries your transferable skills fit into. The industry you are in affects
the success of your career. Market yourself in growing industries (green-collar, biotechnology, nutrition, IT).
5. Steer away from dying industries (textile, printing, newspapers, steel manufacturing, etc.).
6. Resolve any setbacks that hurt your career and prevent you from getting interviews. Fix your
resume so it does not portray you as "a job hopper", "lacking education", or "unable to advance at a company".
Create Your Own Mission Statement
Just as mission statements provide direction and purpose for companies, individuals can benefit from
having their own personal mission statement too.
Your mission statement says what is important to you. Write yours before starting a career to get
on the right path and connect with companies that have similar values and beliefs. You can revise
it or write a new one at a career crossroads. Its sense of purpose is great motivation!
What to include:
1. Goals - Aspirations in life (short-term and long-term)
2. Core values - Who you are and what your priorities are
3. Successes - Professional, personal, etc.
4. Offerings - How you can make a difference for the world, your family, employer or future employers, friends and community
Integrate Assessments into Your Career Branding
Career and personality assessments reveal consistent patterns in your traits, characteristics,
strengths, preferences, and skills. The assessment results may lead you in a new career
direction. If you have an established career, they tell you how well your traits and branding
messages align with your career path.
Present your distinctive and noteworthy traits to your targeted employers. Remember that
not all recurring patterns contribute to good branding (e.g., introversion). Disregard any
pattern you feel is not really you.
Incorporate the assessment results into your career branding materials: resume, cover letter,
elevator speech, interview responses, portfolio, business card, etc. Convey a consistent
branding message throughout all of these materials. But you can use different branding
statements for different industries.