Article commissioned by Elite Assistants for Executive
Assistant Network
Personal Branding for Job Search
During these difficult economic times, it becomes important for job seekers to distinguish
themselves from their competition. One of the most effective methods for doing so is to establish
a personal brand that highlights your unique value to new employers. Branding is not a new
concept, having been around for years within the business world. The goal of branding for
companies is to establish a consistent image of their firm in the minds of consumers and clients.
Starbucks is all about coffee and creating a “third place” while Honda is about reliability. The
impression we form of every company is a direct result of their branding strategy? What image
do you want to instill in potential employers?
The principles of branding have come to job search as more and more candidates realize the
value of creating a unique brand presence. The primary function of branding is to create your
“unique value proposition” (UVP) to potential employers. Your UVP is composed of all those
traits that make you different from other job seekers: work experience, skill set, abilities,
knowledge, interests, goals, as well as verbal and visual style. Are you bilingual? Are you skilled
with PowerPoint? What other special skills or knowledge do you possess that sets you apart?
Perform research on potential employers so you may understand their needs and how your
branding strategy can be tailored toward them. Your branding strategy can include the creation of
personal business cards, Web sites (or social media profiles), and blogs. If you really want to get
creative come up with a tag line such as Nike’s “Just do it” and be sure to incorporate it into any
business cards or social media profiles you create.
The first step in developing a branding strategy is to analyse your career goals, values,
accomplishments, and job priorities (e.g. salary, company culture, leadership style). The goal is
to develop a core brand image in the minds of potential employers. The word “core” is important
since it signifies that this image will remain consistent much as Starbucks has developed a core
image in the mind of its customers.
Target Audience
Just as all companies have a target market in mind when they create their branding strategy, so
should job seekers have a target audience. Who is this audience composed of? Everyone you
come into contact with during your job search that can be of some help. This includes potential
employers, former colleagues and supervisors, recruiters, as well as community acquaintances.
It can also include members of networking groups both personal and online. Every contact you
make can be a potential lead to your next job and you want to establish a consistent brand image
in the minds of each. Every connection you are able to make is a potential lead for your next job
and your goal is to convey a consistent message to each of them. The best strategy for doing so
is to create a unique brand identity.
Key Points in Creating Brand Identity
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Be genuine. An ultimately successful branding strategy reflects your core values, goals,
interests, and goals. Again, core means unchangeable.
Be unique. The goal of your branding strategy is to establish a unique presence that will
set you apart from other job candidates. Think about what you and you alone, can bring
to your next job.
Focus. Your efforts at branding will help you to clarify your goals. Branding serves as a
foundation upon which to build your job search campaign.
Be aware of job market trends. Research job market trends in your sector or
geographic region to understand any trends. You can then tailor your branding strategy
to reflect these trends for maximum impact.