Excellence in Personal Branding
BusinessWeek.com just posted an article on excellence. I remember the old book In Search of Excellence from the early 1980s, and personal branding strategist Dan Schawbel reminds of us of the power of that book. He takes the concept to a new level, however, in addressing personal excellence as a means to ensuring professional value in the marketplace.
I’d like to take this one step further by marrying the idea of personal branding in the job search with resume writing.
To start, the value of personal branding in a resume is well-reasoned. Resumes used to be a list of everything a job applicant used to do in the job. In fact, a recent resume client of mine joked—wistfully— that she used to simply copy her job descriptions into her resume, and that was enough to secure her the interviews she wanted.
The resume process evolved to using something we all know as the “objective statement.” Writing an objective statement was tantamount to requesting a perfect fit from an employer. This was probably easier to do when the unemployment rate was lower than its current 9.7% and companies were scrambling to fill their open positions before the operation down the street grabbed the best people.
Summary statements advanced from these objective statements to become an amalgamation of qualifications. Better than the objective statement, this technique is still used in many cases today, but I doubt you’d find a resume writer willing to write a summary statement. Good resume writers are more likely to use the personal branding statement—a concise self-evaluation that succinctly identifies the reason a candidate is uniquely qualified to exceed every single one of a hiring manager’s expectations.
This is Schawbel’s “excellence,” translated into the process of achieving a job (rather than his explanation of the best way to keep the one you have). Your personal branding statement has to demonstrate in about the length of time it takes to read this sentence exactly why you, and only you, are the right person to jump into the position today and take it to new levels beyond which the ordinary candidate could not possibly go.
Can you do this? Are you that candidate? I bet you are—you just need to show it in your resume. Your well-crafted personal branding statement will sing the tune the hiring manager wants to hear.