Are You Presenting an Unfocused Personal Brand?

Building a personal brand to sell to employers has become a popular among job seekers, but if you present a brand that is too broad, it may do little to sway hiring managers. Learn about the basics of creating and presenting a concise personal brand that sends a clear message, and ask yourself whether you need to make a few changes to your own brand.

How to Focus Your Personal Brand

Rather than listing all your skills to a potential employer, whether it be in a resume or an elevator pitch, hone in on one skill you have that can help solve an issue the company is facing. This is especially important if you're seeking an upper-level management position, as managers should have the ability to help solve at least some company issues. Finding out about a company problem might take some time or require some networking with current workers or others with inside knowledge of the company. Once you get the information you need, come up with a plan for explaining how you can help the company.

One option is to use that problem to create a succinct statement about what you can do as a professional, and share this information with your potential employer. You could say that you are a marketing specialist who helps mid-sized companies in X industry to target new marketing channels in order to increase revenue by X amount. If you have job experience to support your claims, discuss these next. If you're capable of solving a major company problem, the employer will likely be interested. Therefore, make sure you're ready to answer any questions your potential employer may have.

Next: Trim Down Your Resume

Once you've crafted a personal brand statement that explains how you can solve a specific problem, revise your resume to reflect this focused branding approach. That means taking out skills that aren't directly relevant and removing job responsibilities from past places of employment that don't contribute to your personal brand. Also, remove accomplishments that have nothing to do with how you can help your potential employer. Now, insert any accomplishments that have helped past companies solve specific problems. For example, state that you helped the company save money, increase revenue or become more innovative. The result it a cleaner, more succinct resume that tells potential employers what they really want to hear.

Where to Promote Your Personal Brand

While you can submit a resume that reflects your personal brand to potential employers and use your elevator pitch during interviews and networking events, you can also promote your brand online. Update your LinkedIn profile and other professional networking sites, and consider making a personal website built around your brand.

While an unfocused personal brand doesn't attract many jobs, a clear, concise brand can help you communicate your value to potential employers. Work on trimming down your resume and creating your brand statement to start seeing results.

Photo courtesy of Thetaxhaven at Flickr.com