SKILLS & TRAINING It is also about self-empowerment and taking control of
your personal story and career destiny. Yet personal branding is neglected as an aspect of
education. Many people struggle to identify their unique selling points to a potential employer. A recent Chartered Institute of Personnel and
Development (CIPD) report on career views, Employee Outlook Survey: Focus on Skills and Careers (March 2016), found that almost three-in-ten employees felt they were in jobs that didn’t offer them an opportunity to show their strengths or potential. Thinking like a brand means creating a brand for
yourself. Once you have created a brand, you need to ‘package’ it with a strong visual and verbal identity that will enable you to market it successfully. A good starting point is writing an ‘elevator pitch’. This is
a 60-second personal commercial that you might use in a networking situation or speculative job interview. It should sell your best attributes in a manner that is
clear, concise and engaging. Some people struggle to talk about who they are
professionally and how they bring real value to a business, but help is now available that offers guidance in creating an elevator pitch or personal business pitch in a way that is authentic, relevant and right for the situation. It includes ideas on how to pitch your accomplishments,
your services and your ideas so that you can connect with others anytime, anywhere. Talking through your experiences and skills with a qualified guidance professional can help you map your strengths and personal attributes, thus enabling you to manage your own career development. The rise of social media has transformed the way we
build business and personal relationships and how we find and learn about others. Like it or not, you have a virtual brand. People will use the
internet to learn your story, either the one you’ve put out there or the one that has been put out by others. Even the
TOP TIPS FOR PERSONAL BRANDING:
• Everyone is unique – be aware of your special attributes
• Take responsibility for your personal career planning and development as this is valued highly by employers
• Keep tabs on the competition and learn from the success of others
• Focus on finding the right strategy for achieving your goals
• Understand the power of self-presentation and image
• Tap into the power of words and learn the principles of verbal identity
• Expand your network and visibility • Develop specific tactics and implement them • Stay relevant and measure how you are doing
lack of an online presence says something significant about your personal brand. A weak internet image today is like having a weak reputation in pre-internet days – it will minimise your brand. Social media can give you a powerful megaphone for
building your brand. It is inexpensive and open to all, including new job hunters or career changers. These skills can be cultivated and learnt just like any other. Top entertainers, politicians and athletes have used branding principles and strategies to create stardom. Now, savvy professionals, business people and entrepreneurs are also using self-branding to achieve maximum impact.
FEATURE
business network June 2016 31
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