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Your Personal Brand Reflects the Company You Keep

December 8, 2015 by Martin Buckland Leave a Comment

When speaking to senior business leaders across the world, people say confidently that they know their personal brand. Yet when I ask them to articulate that promise of value, they go extremely quiet.

Don’t diminish the influence of a well-thought out and structured personal brand on your career advancement. To see examples of this, review your peers and those you aspire to be like, and look at what influence they portray in their personal brands.

“You are the average of the five people you spend the most time with.” – Jim Rohn, entrepreneur, author and motivational speaker

Social media allows you to link to thousands of people in a few hours, however be prudent in who you do connect with. You can make yourself even more credible by cultivating a valuable network of peers, icons or aspiring leaders in your industry, and other influencers in your field.

On the other hand, if somebody in your network has damaged their value or reputation, then consider how you interact and communicate with them because others may question whether you share their beliefs.

In my professional social media approach, I constantly scrutinize the people I am either currently linked with, or intend to approach. I know that my brand and professional profile could be devalued by associating myself with a person who has a questionable profile and brand attributes.

Connecting with the right people can bring immense value to you and your online image. It could also inspire others to use you as a conduit to connect with key influencers in your professional career.

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Can You Really Re-Invent Yourself?

August 4, 2015 by Martin Buckland Leave a Comment

We all travel through ups and downs in our personal and career life, including external issues that nobody could control. Who expected in 2007 that in 2008 the world would be teetering on a major recession, which affected millions of careers?

Faced with the need for reinvention, some people who want to wallow in self-pity and negativity will say it can’t be done. As a career management professional who has coached thousands of people across the world, I say wholeheartedly that yes, it can.

Stay positive

I believe that your attitude can steer you through the difficulties and help you fly high. As Audrey Hepburn said, “Nothing is impossible, the word itself says ‘I’m possible’!”

Sweep away the digital dirt

It has become very easy for disgruntled people to vent their feelings on the internet, and that includes complaints about their peers and bosses at work. Unfortunately, that may mean there are negative comments online about you, and that may be the first thing someone finds when they Google your name.

Then there’s the digital dirt you’ve tracked yourself, if you’ve been using Facebook as a personal site rather than a job search platform (see my tips on how to use Facebook professionally).

However, despite all these issues, nothing is insurmountable. With patience and diligence, you can bury this dirt under sparkling displays of your expertise and personal brand.

Purposeful and targeted social media activity, your own blog posts, and your profiles on active and static website platforms, will all work together to crowd out the negative comments and push them lower and lower in the search engine results. Then your web presence will accurately portray who you really are, and how you want to be seen.

Connect the dots

It costs a lot of money to hire executive talent, with various estimates ranging between $20K and $50K, and hiring authorities go the extra mile to ensure they appoint the right people. Today, more so than ever, they’ll journey far back to the beginning of your career to look for red flags such as gaps or demotions.

Since they may see such a wide range of scenarios and viewpoints throughout your career history, take control of the impression you create today, and the story you tell about how you got where you are and what you’ve learned from your experiences.

Keep your messaging consistent with who you want to be known as now, both verbally (at networking events; giving presentations; during informational interviews, job interviews, and other meetings with hiring influencers) and in writing (resume, cover letter, executive bio, and executive summary; on social media and email).

Yes, you can reinvent yourself

In today’s economy when we’re starting to see a skills shortage, it’s far easier to reinvent yourself and even change careers or industries. That is where you can rely on the guidance and support of a career coach to provide valuable information on the tactics required.

You can reinvent yourself, provided you deliver a powerful and resonating message supported by your personal brand, in all your dealings with people who can open a new door for you.

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How Language Affects Your Personal Brand

June 23, 2015 by Martin Buckland Leave a Comment

A large part of personal branding is consistency. Varying off this path can distort how people perceive you, and you will fail to be remembered for your key strengths.

Do you have a signature phrase that people will associate with you? One of mine is, “If you’re not on social media, you’re committing career suicide!” and I repeat that catchphrase in all my group presentations and one-on-one networking meetings, and when speaking to people over the phone.

While using a catchphrase will help you stand out, it’s not necessary to articulate the same precise message all the time. Personally, I prefer to have a bit of variety. Challenge yourself to use the English language to its maximum, and find creative new ways to deliver your compelling message.

We all remember good and bad public speakers. The good ones deliver a memorable and succinct message, with unique variations on the same theme. One of my favourite authors is John C. Maxwell, who writes voraciously about leadership. I find him just as inspiring as a public speaker.

People remember you not just for the way you’re dressed, your poise, your charisma and your style, but for your language and the way you use it. Inflections in your voice can also be a way to emphasize the words that are most meaningful for you.

Language is a major component of your overall brand and many perceive you through your verbal skills. What is your signature phrase? Can you express it in several different ways without repeating the same words, but delivering a consistent message? Your comments and input are welcome.

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A Brand is a Promise You Must Keep

June 9, 2015 by Martin Buckland Leave a Comment

© tigatelu – Fotolia.com
“On my honour, I promise to do my best.”
– Opening line of the Scout Promise (UK)

A personal brand is very much like a promise. A Boy Scout’s honour should be with them for life, even after they’ve left the organization and moved on. Likewise, your brand should be with you all the time, 24 hours a day, 7 days a week, 365 days of the year.

However, our fast-paced society demands a lot from us, and constantly bombards us with in-person and web-based distractions that can throw you off. Perhaps you’re having fun with friends and family and you forget that when you’re in the public eye, you’re always representing your brand. One ill-conceived act and your brand promise can be broken.

Likewise, one wrong posting on any social media platform can change people’s perception of you online – not just the ones who happened to see when you post, but all those who may visit your page later to learn more about you. No matter how carefully you think you’ve locked your privacy settings, if a future employer decides to dig deep into your background, those inappropriate pictures or rants can be found.

We all remember when Facebook was launched as a platform for college kids to share their extra-curricular activities (of course now it has many business applications, including job search). You must think beyond the present moment, to what your postings will say about you as a professional and job seeker.

Be true to who you are at all times and in all places. Don’t be artificial or dishonest. Be proud of who you are. Be confident. Be honest and respectful of your brand and maintaining that promise.

Some celebrities, in large part because they’re under constant scrutiny, trip up and break their brand promise in a big way. Yet think of someone like Oprah, who manages to have a lot of fun, stay real and authentic, and always portray herself as the woman we’ve come to know and revere.

What promise do you make with your personal brand? How do you keep that promise? Have you ever slipped up, and how did you find your footing again?

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Top 7 Personal Branding Tools for Executives in Career Transition

March 2, 2015 by Martin Buckland Leave a Comment

Your personal brand is you! Uncover it, and stick to it. Here are some tools that will help you initiate excitement in your product as you go through an executive career transition.

Web presence – Have you Googled yourself lately? So many people are unaware that their presence on the internet can be damaged by one improper photograph or a single thoughtless comment. This type of digital dirt can instantly eliminate you from a job opportunity. As an online career management expert, I suggest you Google “your name” (the quotation marks tell Google to look for the exact match, versus random results that may contain both your first and last name) frequently, preferably once a week, to see how you are faring in that big wide web world. If there are any issues, consider seeking help from a career expert who can minimize the damage of your digital dirt.
Consistent story – Your career management involves you being scrutinized by many stakeholders. They could be executive recruiters, human resource professionals, or even your future boss or their boss. When they view you across multiple online platforms, they all want to see that you are consistent in your brand acknowledgement and delivery, i.e., the same profile picture, the same verbiage and content, and nothing that distorts or damages your brand.
Resume and cover letter – Support your brand with a performance-driven resume and cover letter. These two documents can be the foundation for a hiring decision. Ensure that your personal brand is clearly and consistently displayed on your resume and cover letter, through your choice of font, spacing, value proposition, and accomplishment-based statements. Be sure you’re using an up-to-date resume format.
Business card – In today’s highly-networked society where the bulk of job leads are secured through networking, a striking and professional business card is a must. Strive to stand out with a quality card and a two-colour design. Utilize both sides of the card, and again ensure that your personal brand is clearly displayed.
Website – With the advent of content management systems, commonly used for blogs and websites, it’s very easy to design and build your own simple website even if you’re not technically-minded. This provides you with a platform to tell compelling stories about your career history as you navigate through career transition. It also allows you to market yourself as an authority and gain traction with Google.
Social media – Without active engagement on LinkedIn, Twitter, Google+ and Facebook, your career management efforts will be severely diminished. Social media sites all carry a high ranking in Google. The first thing a recruiter, HR professional or other decision makers will do is Google your name. If they don’t find a LinkedIn profile in the search engine results, they will search for you on LinkedIn. Ensure that all your social media profiles are consistent, and that the content is compelling enough to entice a reader to want to know more about you.
Wardrobe and handshake – We make our first impressions within a few split seconds of meeting somebody in person. Being unkempt in your appearance and poise is not acceptable as you embark on a career transition. Your wardrobe must be professional and suited to your desired job title and industry. Another key component of an initial introduction is a memorable handshake, supported by a smile and solid eye contact.

Ultimately, the most important branding activity is to have a professional web presence, because before they even have your resume or cover letter, future employers are trolling the web looking for YOU.

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How to Craft a Personal Brand While Employed

January 19, 2015 by Martin Buckland Leave a Comment

Can you articulate your personal brand confidently and succinctly? Is it resonating and captivating? Does it describe you as the asset you are?

A personal brand has become a very critical component of overall career management and career direction. Yet some people don’t feel the need to focus on their own personal brand while employed.

They may assume they should just be part of their employer’s brand. They may even be thinking, “Why bother branding myself? Things are going great at this job and I’m not going anywhere!” (This is a very dangerous illusion.)

Tying yourself into your employer’s brand is a big mistake. Your personal brand doesn’t change based on where you’re employed; it stays with you. You should live up to the same brand statement when you’re employed as when you’re in career transition.

Everyone has a differentiator

There are certain professions where people have a harder time knowing how to stand out. People assume, for example, that all accountants are just bean counters – including the accountants themselves! I know for a fact this is not true. Every single one of them has a differentiator – personal assets and attributes he or she brings to an employer. And so do you.

That’s where a personal brand statement comes in. Much more than a few carefully chosen words, it’s a mindset that helps you and others recognize your unique value.

A personal brand statement is your competitive edge – the thing that would compel someone to pick up the phone and give you a call. It’s how people describe you to each other at the water cooler or the dinner table when you’re not there.

To start crafting your own personal brand, ask your current peers, ex-colleagues and bosses who they think you are as a person and a product. Draw on their contributions to compile several statements, then share again to get more feedback about the impression you’re making.

Click here for detailed tips on how to craft a personal brand statement.

Both corporate branding and personal branding are huge these days, with corporations spending millions of dollars to differentiate themselves. You should spend a significant amount of time doing your due diligence amongst your network to find your distinguishing factors.

What is your personal brand? Why would an HR professional or executive recruiter engage you over the other candidates?

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Blogging For Executive Career Management: Blog Your Way to Your Next Job

November 10, 2014 by Martin Buckland Leave a Comment

In my blog post about social media strategies for executives, I talk about the importance of being consistent on social media – regularly sending out valuable content that reminds your network of your capabilities.

Sharing other people’s content is one way to do this, such as links to articles on industry sites and established publications like Inc. and Forbes. Why not take it one step further and create your own content?

What is a blog?

A blog is a type of website that you can easily update on a regular basis. For a business, this would be part of the company’s main website. If you’re employed or in career transition, your blog will be a stand-alone site, possibly combined with an online portfolio that showcases your work.

What are the benefits of blogging for executive career management?

Expert status – With so few people making blogging part of their career management strategy, maintaining a personal blog can really be a unique differentiator that sets you apart from other career professionals. When they see your name, photo and content on your own site, people may even perceive you as somewhat of a star! A blog serves as a forum to market yourself to a defined audience and brands you as an expert.A blog also demonstrates that you’re tech savvy, which is especially important if you’re an older job seeker. Blogging shows that you’re up to date, familiar with current technology, and can relate to younger generations of executives and workers.

Search engine results – Linking between your blog, LinkedIn profile, and other social media platforms will boost the SEO of them all. SEO stands for search engine optimization – the likelihood you will be found when people search for someone who does what you do. The more you blog, the higher your blog will rank in the search engine results for the particular topics you’re blogging about.When a hiring influencer Googles your name and finds your blog, this raises your credibility (unless they also find any digital dirt during the search).

Branding – To ensure your blog has a professional look that is consistent with your other online and paper materials, I recommend having your blog designed and installed by a web developer. While you can certainly do it yourself, it can take time and the end result may be so unpolished that it detracts from the brand you’re trying to promote.

Immediacy – Once it’s set up, updating a blog can be as easy as creating and saving a document in a word processor. You can invest in a few lessons with a web professional to get you started, or simply browse tutorials on YouTube and around the web.Note: Though you can publish immediately, I recommend always pausing long enough to proofread each post for errors, and to make sure your topic or tone won’t do anything to damage your professional reputation.

Collaboration – A blog is the perfect opportunity to connect with other experts in your network. You can interview them, or they can write a guest post for your blog (and vice versa – more on that below). This takes networking to a higher level, as you get to showcase each other’s credibility on a public stage.

What do you need to start blogging?

You can start blogging with these basic tools:

A domain name (web address) – A good choice is always yourname.com (reserve .ca as well). 10Dollar.ca and GoDaddy are two options. Tip: Purchase an email package to go along with your domain, so you can set up a professional email address.

A website host – Choose a company that supports WordPress.org or another content management system (CMS). You will have much more control over your site this way, versus using a “hosted” option such as WordPress.com, Typepad or Blogger. 10Dollar.ca and GoDaddy both offer this option, as does HostGator.com.

A plan – Have a clear purpose and audience in mind, along with a set list of themes. Choose topics that demonstrate your knowledge and credibility. Know how often you plan to publish new posts, and make a list of sources you’ll tap for ideas, inspiration, and other sites (e.g., trade magazines) you can link to and discuss.

Where else can you blog?

If you don’t want to take the full plunge into setting up your own blog, or as a way of getting your feet wet first, look for guest blogging opportunities. You can still share these posts with your network, and you get the additional benefits of exposure to new audiences on those sites.

Start with your own company’s blog, if they have one. See who in your network is already blogging about topics you want to be known for. Try to get into LinkedIn Publisher. Search for industry blogs that accept guest posts and make connections with the site owners.

Remember that the main purpose of your blogging effort is to attract hiring influencers and people who can refer you to them. No matter if you’re posting on your own site or another site, always include an obvious link to your LinkedIn profile and/or online resume. That’s how you can turn your online influence into career success!

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How to Establish Rapport on Social Media

July 8, 2014 by Martin Buckland Leave a Comment

What value do you bring to your social network?

I often tell executives, “If you’re not on social media you’re committing career suicide.” Yet how does one build rapport through a screen? It’s possible, but it takes effort.

Who you should be connecting with

It’s important to develop an audience built around your career goals and objectives. You need to start connecting with people who will bring value. Focus on the most obvious and direct links to the specific professions, companies and people related to your ideal job and target employer.

How to begin

Never use the generic one-click default LinkedIn invitation. Instead, click on the person’s profile and send a customized message about how you can help them. If someone sends you an invitation and they meet your criteria, accept and reply, thanking them for the invitation.

Yes, these steps are time consuming, but it’s the polite way to build a professional brand. People base their opinions on how you establish this opening dialogue.

If you don’t know the person or you’re not sure you want to connect, click on your Invitations page (desktop view only), open the drop-down menu next to the invitation and look for the option to “Reply, don’t accept yet.” From there you can open a constructive conversation about the value you will each bring to the relationship.

From the first invitation through all of your communications, aim to be open, honest and engaging. Like any other networking setting, it’s important to give before you take. Even if you’re in an active job search, don’t try to sell yourself the instant you meet. Instead, you could mention that you’re exploring opportunities at their company.

Similarly, don’t ask for endorsements or recommendations as soon as you connect with someone on LinkedIn. Wait until you’ve established more of a relationship and had a chance to provide value to them.

What to share

Whether you’re writing a direct message to one connection or posting an update for all to see, whatever you write on social media reflects your professional brand. Always be eloquent, polite and courteous, proofread carefully for typos, and avoid shorthand or acronyms.

Don’t post any compromising photos or links that don’t contribute to a professional dialogue. Social media gives you the chance to market yourself as an expert, so share industry or functionally-related information from external sources like trade magazines, newspapers, websites and blogs.

When to share

Be consistent; posting and sharing regularly is another way to establish trust and rapport. The opposite extreme would be going dark on social media as soon as you get a new job and then resurfacing three years later when you’re in transition again.

Use a tool like Buffer to sit down once and create a whole slew of messages for the next week or month. You can combine brief tips, quotes and links to valuable articles. Then check in daily for shorter periods to engage in conversation, reply to any comments, and build rapport and relationships with your connections.

When you’re on social media, in the back of your mind should always be the question, “What is the value I can bring?”

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Top 5 Personal Branding Mistakes to Avoid During a Job Search

June 2, 2014 by Martin Buckland Leave a Comment

When you’re looking for a job, you want whoever you’re meeting to see you as a valuable addition to their team, company or project, or to immediately see the value you will bring to someone in their network of influence..

The process of marketing yourself is about creating a personal brand – a summary of what you’re known for, what you stand for, what you’re best at, what you value, and what people can expect from you.

Here are five personal branding mistakes that could sabotage your job search:

Not having a LinkedIn profile photo, or using an inappropriate photo. Use a current headshot (head and shoulder view), where you are well groomed and professionally dressed. There should be no one else in the photo.
Not completing or customizing your LinkedIn profile. Use the LinkedIn wizard that tells you what percentage you’ve completed, and aim for 100%. With a customized profile address (URL), you can easily add it to your resume, cover letter, biography, business card and any other job search marketing collateral..
Dressing inappropriately for in-person meetings – Dress according to the job you’re after. Conduct due diligence on the potential employer; stand outside the building and watch employees go in and out to see how they’re dressed. Power tip: Do this the day or week before your interview, when you plan your route and practice the drive to make sure you’ll be on time.
Not being able to articulate your personal brand statement in person or over the phone. What makes you so special that the other person should be compelled to choose you? That is your unique promise of value. You get bonus points for a value statement that is 15, 17 or 19 words, since psychologists claim the mind picks up on odd numbers of words faster than even. Articulate this statement verbally and in all written materials.
Showing negativity in conversations, both online and in person. Employers hire positive people; not negative people. If you’re struggling to cope with your anger, disappointment or fear about being out of work, share those feelings with a spouse, friend or coach so they don’t come out in meetings with your career influencers.

Your personal brand is the most important thing you bring to all of your job search activities, meetings and interviews. Avoid these common blunders to make the best impression and move ahead with your career goals.

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