Think of Coca Cola. Do you have a picture of a can of Coca Cola clearly in your mind? What do you see? Red and white/silver aluminium can with distinctive lettering.
Now picture a glass of Coke, just an ordinary glass with a dark coloured beverage inside. It could be Coke, but it could also be Pepsi; it could even be some other drink altogether, or even dirty water.
If the CV of Coca Cola just talked about a brown, carbonated soft drink, and didn’t relay the unique taste, the secret formula that creates the taste, the colour of the can and distinctive script that identifies the Cola Cola brand, the general public would murmur a collective sigh of ‘ho-hum.’ There are many carbonated soft drinks on the market today, why should they try Coca Cola?
If you’re looking for a job, people like me in the recruitment industry might feel the same way if you’re not showcasing your talents and skills in the résumé.
Job hunters need to clearly communicate their ‘brand’ – the impressive things they have done and the unique person they are.
A successful résumé has everything to do with branding.
Understanding a candidate’s personal brand is key to helping them get the job they want because it distinguishes them from the competition. A good branding statement in a résumé should include what value you bring to the role, your attributes, and your competitive advantage blended with a successful work history.
How do you create a branding statement? Tell your story in a succinct way that captures your value.
Let’s go back to Coca Cola for a minute. Their brand has developed from marketing a single product to multiple products. Just as important, we know that their products represent certain standards. With your brand, companies and recruitment managers are buying the standards you have set and consistently delivered. Paint a picture in the mind of the reader with your success stories.
Three additional benefits to creating your brand by telling your story:
1. Leverage the information in an interview.
These same stories can carry you through some of the most challenging interview questions, because you already have the answers. Make sure you have a story to tell that helps present you as a solution to a company’s challenges.
2. Social media profiles.
Use a branding statement as a basis for a social media profile. It should not be exactly the same as in the résumé, but it can be the starting point for creation of a strong online profile.
3. Professional bio.
The foundation of a professional bio can be seeded from the branding statement. Make sure this is the one that you use and that is seen when recruitment managers do research on you.
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