The Personal Branding Blog: William Arruda and the Reach-Certified Personal Branding Strategists

Masterful Hires at the Intersection of Personal & Employment Brands

During my career in human resources, I heard managers say: “He doesn’t fit in well here,” “What can I do to find better qualified employees?” and “How can I get employees to stay here longer?”  Now, as an executive career coach in private practice, I hear my clients say: “I don’t like working for this company,”  “I don’t like the management style where I work,” and “My work lacks meaning and I desire more purposeful work.”  Employment branding and personal branding provide the solution to many of these issues.

An increasing number of companies are discovering the competitive edge of employment branding for both employee recruitment and retention. Employment branding consists of uncovering, accurately describing, and consistently communicating key information about the company. It’s important that the branding occurs throughout all phases of recruitment, hiring, and onboarding. Employment branding addresses things such as company values, type of work environment, typical management style, etc.

Candidates who understand the company’s values, culture, jobs, work expectations, and employee mix can determine to a large extent whether or not it’s a good fit before they put the effort into applying for a specific job. And, that saves both the candidate and the company time and money in the selection process. Furthermore, it can prevent a poor hiring decision and the associated costs, e.g., onboarding, on-the-job training, performance coaching, discipline, discharge, and possible lawsuit. At the same time, employment branding can help to prevent the candidate from the negative consequences of a poor fit or discharge, e.g., stress, bad references, low self-esteem, lack of confidence, and more. Progressive companies monitor the effectiveness of their employment branding through the use of post-assimilation surveys and other meaningful metrics.

Once employees are onboard with the company, it’s important for both the company and hiring manager to give them an understanding of how their work connects with and impacts the vision and mission of the company. By doing so, employees at all levels can find purpose and meaning in their work. And, it’s important for managers to have ongoing performance and career conversations with their employees to help them target their immediate development needs and to design a career plan for their future. Once employees at all levels in the company are clear on how they can grow with the company, the more likely they are to stay engaged and committed to the company’s future.

Progressive companies are reshaping their employment brand by researching and identifying what the younger generation wants in an employer, and then taking action to implement new programs to match those needs. Also, employers are finding opportunities to interact with students at the high school level, educate them on targeted careers, and share information about their companies to encourage students to pursue those careers and entice them to work with their companies upon graduation.

Equally important to employment branding is personal branding for candidates. Personal branding is gaining popularity as career coaches are trained on how to deliver this service to their clients. Candidates who work with a career coach on personal branding gain clarity on their values, distinguishing attributes, signature strengths as well as weaknesses, and what is their unique promise of value. Armed with this valuable information, candidates are better equipped to discern what companies to work for, which jobs to look for, and what work environment to seek out. It’s important that candidates communicate their personal brand during every step of the job search process. They can do so by incorporating their personal brand in what they say about themselves in networking conversations, cover letters, resumes, applications, and interviews. By clarifying their personal brand to the employers, the candidates are more likely to find and secure a job that allows them to utilize their greatest strengths and be in an environment that allows them to flourish.

In summary, best hiring results take place when the candidate’s personal brand matches the employer’s brand. The likelihood of a positive match greatly increases when candidates know and clearly communicate their personal brand to the employer and when employers know and communicate their brand to the candidates. It’s at the intersection of personal branding and employment branding that the best hires are made for lasting results!

Copyright 2007- 2008. Nancy Branton.

How Memorable is Your Personal Brand?

A good friend once said to me that on your birthday you should always try to do something you have never done before. It's a great philosophy.

My son Aidan turned 9 last weekend and he had a party for a handful of his friends. We had given him a few options,but one that seemed to really interest him was Circus School!
Well that certainly fell in the realm of doing something he had never done before, so we looked in to it and that is where we ended up.

We were not disappointed - The Zacada Circus School in Stoney Creek is run by ex-Cirque du Soleil people and the kids had an absolute blast.

They got to do many of the activities you would see at a show - including tight rope, aerial hoop and the finale the trapeze - 15 feet up in the air. My son even managed to stand up on it, whilst he was swinging!

As you can imagine, no-one wanted to leave - even all the adults!

The staff were great and really did everything to help the children relax and enjoy themselves - they wanted this to be memorable - after all word of mouth is going to be a good marketing tool for them.

Look how many people I have told now!

Are you leveraging those unique skills you have in a way that makes others experience of you memorable?

Reach Strategist Doing God’s Personal Branding Work

I have delivered personal branding presentations in conference rooms, and at Universities, hotels and museums -- but never in a church. Laura Tessinari, one of the Reach-Certified Personal Branding Strategists and an amazing talent development executive, commanded the attention of hundreds of the devout – helping them think about and build their personal brands.

She was contacted by a colleague who wanted to share personal branding tips for many of the congregation who were seeking employment or were concerned about their job security. Rather than provide tips, she offered her services as a public speaker and shared her personal branding wisdom from the pulpit. Although it seems an unlikely venue for a workshop on personal branding, the message of connecting what you do and how you do it with your personal values was well-received.

Stick Yourself Out There: Take the Purse Test

Scott Ginsberg, The Nametag Guy and creator of NametagTV, suggests in How to Fully Integrate Your Humanity into Your Passion that we stop being robots and explore 5 practices to reveal our human-ness to our customers and employees. The practice that grabbed my attention was #3 “Pepper in ordinariness”. While it may seem contradictory to personal branding (and yes, Scott asserts that “uniqueness is what draws people’s attention”), it is also true that we need to convey our REALness and be relatable.

Scott threw out THE TEST of this concept; I call it the Purse Test. This is where you take everything out of your purse (or bag or wallet), lay it out on a table, take a photo of the contents, and then publish the photo on your website. Well Scott, I am always up for a fun challenge, so I have posted the photo of my purse’s contents. As the Career Assessment Goddess in the beautiful Northwoods of Wisconsin, the pic clearly demonstrates aspects of my real self. My personal brand attributes include creative, colorful, quirky, and helpful.

Now for THE QUESTION per Scott: How well do you merge ordinariness with remarkability? I would add, how well does your ordinariness express your personal brand?

For more of Scott Ginsberg, author of 8 books and quoted as the authority on approachability by The Wall Street Journal, check out the February 2009 Reach Branding Club Interview Series on Thursday, February 26 at 12 noon EST. Scott will be interviewed by William Arruda, personal branding guru, founder of Reach Communications and co-founder of the Reach Branding Club on “Stick Yourself Out There: Get Noticed, Get Remembered and Get Business”.

Whether you are a business owner, a job seeker, or settled nicely into your current job, call in early to get your “seat” for this teleseminar. Scott will be discussing his take on approachability, making the mundane memorable, the secrets of networking, and how writing and blogging can help with personal branding. With more than 3, 035 days of nametag wearing to his credit, Scott has been inducted into Ripley’s Believe It or Not! Hall of Fame. Now THAT is memorable!

Cross-posted at the Career Goddess Blog

Stay Positive During Your Job Search Part III

In the previous two installments of this article, I shared with you six of the nine ways to remain positive during a job search:

- Relive past wins

- If you can’t get out of it, get into it

- Visualize what you want

- Anticipate and embrace change; Don’t be hijacked by it

- Focus on strengths not weaknesses

- Remember Nietszche: That which does not kill us makes us stronger

Now, for the final installment, here are three more tips for keeping your happy face on and ensuring you put your best foot forward as you move forth with your job search.

1. Choose Your Friends Wisely

There’s always room for one more at a pity party, and although the lure is attractive, you have to turn down the invitation. Misery does love company, but so does happiness. If you surround yourself with negative people you’ll be more negative. Conversely, if you connect regularly with people who have a positive outlook, you’ll find yourself smiling a lot more than you frown. By embracing your natural sense of optimism and can-do attribute and surrounding yourself with others with a similar outlook, you’ll find a way to make your job search productive and enjoyable.

On a recent trip to San Diego, I spent over an hour at the American Airlines baggage carousel waiting for my luggage to arrive from my flight from JFK. Sure it was frustrating (especially since the flight had been delayed 8 hours). One woman decided she was going to throw a pity party - and all two hundred passengers were invited. She started to complain, loudly. She wasn’t happy being miserable by herself, so she worked really hard to recruit those around her – and several joined her to complain. Soon it became a mob. You could feel the tension and negative energy in the air and as each minute passed, it became more and more toxic. Although the lure was attractive, I knew I had to resist. It wasn’t going to make my luggage arrive any quicker – and it would have had a major impact on my demeanor for the coming days.

Spend some time thinking about your personal support system and ensure it is filled with people who will help you see the bright side of every situation.

Who are you hanging around with?

“An optimist is the human personification of spring.” Susan J. Bissonette

2. When You Feel Empty, Give to Others

Out of a job? Volunteer. Nothing makes you realize how rich you are as contributing value to something about which you are passionate or working with those less fortunate. When you give, you get back a thousand times. Sure, giving money will make you feel good, but giving of your time, expertise and compassion will be far more impactful on your attitude.

You can’t spend your entire day on the job search process; you need a diversion. Volunteering is the perfect activity. You can choose to contribute your expertise to a cause – furthering your thought-leadership - or take on a role that is 180 degrees away from your normal work activities – to give you a new perspective. In either case, you will find your efforts fulfilling.

In addition to being a major attitude adjustment, volunteering has a positive impact on your job search as well. You get an opportunity to demonstrate your skills, collect interesting stories to discuss during a job interview and expand your network with the people you meet during your volunteer activities. These are the extra benefits that come with feeling good about yourself and your contributions.

Giving back is not only good for your community or society, it’s good for your positivity quotient and for your candidature.

How will you contribute to your community or society?

“It is well to give when asked but it is better to give unasked, through understanding.” Kahlil Gibran

3. Keep happiness top-of-mind

To be happy, you need to ‘think happy’ and know what things make you happy. One way to do this is to focus a little time every day exploring happiness and what it means to you. This idea comes from a fascinating women I interviewed for the Reach Branding Club interview series (you can listen to the interview here http://www.reachbrandingclub.com/gift). Her name is Gretchen Rubin and she embarked on an adventure to understand what happiness is and how to get more of it. She suggests we can all benefit from being aware of what makes us happy and how we can bring more happiness into our lives.

It seems like we should all know what makes us happy and how to attract more of it into our lives. But systematically thinking about happiness is not something we normally do; we are much more focused on the mundane activities of work and life.

Since my interview with Gretchen, I have been reflecting on what makes me happy by looking at everyday work activities and ranking them on a happiness scale. And from looking at the list, I learned three things about my workday that always make me happy: 1. Working with people (brainstorming and collaborating); 2. Creating new content (presentations, articles, curricula); and 3. Delegating activities that involve details to people who love details.

It was really valuable for me to spend focused time thinking about happiness. Now, as you search for your next big role, you too can explore what makes you happy. It will be valuable to your current mood, and helpful to deciding among different career opportunities that come your way. You can learn about Gretchen’s happiness project at http://www.happiness-project.com/

What makes you happy and how can you get more of it?

“Many people prefer happiness to success. Happiness is success.” P. T. Barnum

The Top 10 Secrets Successful Job Seekers Know

1)  They know their personal brand.

Successful job hunters know what sets them apart from everyone else that has their same job title.  They know their leadership role and how they contribute on a team.  They can easily tell someone their brand position in a simple statement that demonstrates their unique promise of value and how they can promote the company's brand. 

2)  They understand that their name will be Googled by potential employers and recruiters.

Eighty-seven percent of hiring managers and executive recruiters polled by Execunet stated that they do Google potential candidates before selecting them for an interview.  Successful job hunters know this and understand they need to build multiple, on-brand results showing their thought leadership in their field of expertise.  They may blog, post comments on high-ranking, relevant sites, microblog on Twitter, build their profile on professional networking sites, etc.  Many strategies exist for building online identity on Google.  Successful job hunters know if they have digital dirt that needs to be less visible on Google how to employ strategies to either remove the digital dirt or develop enough content to push the digital dirt to page four of their Google results. 

3)  They use multiple strategies to find a job.
Successful job seekers understand that unless they have a specific skill set, it will be difficult for them to find a job utilizing just online job boards.  Between 4-10% of people will find a position via a job board (source:  What Color is Your Parachute 2009).  Job boards are important, but they are not the only strategy that should comprise your job marketing plan. 

4)  They network online and offline. 
While social networking online is increasing in popularity, it is important to do live networking as often as possible.  It keeps you in the loop and on the pulse of what is happening.  Remember to always be giving to your network and thinking of ways that Joe could help Mary or Mary could help Steve.  Link your network members together to add value in their lives.  Send them items of interest and make sure that you keep in touch.  Networking is not about reconnecting when you need a job, but is about constantly maintaining relationships. 

Social networking online is a great way to reconnect with people from your past and present.  I quickly grew my network online from zero to 150 people on Facebook in a couple of months.  I make sure to read all of my friends' status updates on a daily basis and send supportive messages or resources whenever appropriate. 

Twitter is fast becoming a social networking phenomenon.  I hear it mentioned by the media  on different news programs.  Twitter has allowed me to attract followers of people who are interested in my target message. 

5)  They know their references, have asked permission, and have coached them.
Successful job seekers have asked permission to list someone as their reference and have coached them about previous achievements / successes on the job.  It is not telling a person what to say, but reminding them of the value you have provided.  For someone acting as a reference, this coaching is helpful as that person may not remember how you captured $1.2M in  sales by by identifying and penetrating new markets.  Coach them on your top three achievements. 

6)  They know their resume' is not the silver bullet.
Too often as a resume' writer, I hear people say that if they can get a professionally written resume', it will magically open doors to get them a job.  While I would certainly like to think that is true, I know that while it is an important career marketing document, it is not the ticket to a job offer.  Yes, you want to have a well written resume' as this is often the very first impression a hiring manager or recruiter will have of you.  However, realize that few, if any, people have been hired on their resume' alone. 

7)  They research their target companies AND their target companies' competitors. 

Successful job hunters not only research their target companies, but also find out information about the competing companies.  Why?  It helps them to know the challenges facing the targeted company in outpacing the competition and gives them material to show the prospective employer HOW they can do the job.  If an interviewee shows up to an interview knowing the top three problems facing the company and has actionable items that can move the company forward, then they have made a lasting impression on the interviewer.  Does it guarantee a job offer?  Maybe not - but it does set that person apart from all the other people who have come and just answered a series of questions. 

8)  They customize their cover letter for each company.

Let's face it--people can smell a form letter a mile away.  Are you sending the same cover letter to every position for which you apply?  Successful job hunters realize that to set themselves apart from the competition, they need to customize their cover letter for each position.  The letter should reflect research about the company.  The cover letter also needs to address the person by name instead of saying "To Whom It May Concern" or "Dear Human Resources Manager."  Do some research if it's a blind post and see if you can find out on the company's website (or even call the company and ask what the name of the hiring manager is) the name.  If you can't find out this information, you might say in the first line that you did try to find out their name, but were unable to find the information since it was a blind post.

9)  They don't have an "Objective Statement" on their Resume' - They have a Profile Statement.

Successful job seekers understand that objective statements only show what they want.  Employers are all tuned to the same radio station, "WIIFM" --What's in it for Me?  Addressing this in a profile statement and telling the employer what he / she can expect if they hire you goes a long way. 

10)  They write thank you notes within 24 hours after their interview.  

Surprisingly, only 5% of job hunters write a thank-you note after a job interview.  According to CareerBuilder.com's survey, "How to Get in the Front Door", nearly 15% of hiring managers say they would not hire someone who failed to send a thank-you letter after the interview. Interestingly, 32% say they would still consider the candidate, but would think less of him/her.

Writing a thank you after an interview will definitely differentiate you from the crowd. More importantly, though, is that it demonstrates the ability to follow-through and see a task to completion--this characteristic can demonstrate the kind of employee one will be to a company.

What are some other secrets in a successful job hunt?  Post them here to share with everyone or share them with me on Twitter:  @kristenjacoway 

Reach Launches Free Version of 360Reach™ Personal Branding Assessment

For Immediate Release:

17 February 2009. New York, NY. Reach Personal Branding announced today the latest release of its popular personal branding assessment. 15-day subscriptions to this version - V4 - are free.

360Reach is the first and leading personal branding assessment that has been used by nearly a million people since its launch in 2002. It was designed to help professionals and entrepreneurs understand their reputation so they can expand their success.

Unlike corporate 360-assessments, 360Reach is focused on development – not appraisal - and it enables users to get candid feedback from anyone with an email address – colleagues, managers, employees, friends/family, networking contacts, etc.

Perception is Reality

 “Your brand is held in the hearts and minds of those around you. Therefore, you need to know what others think about you to truly understand your personal brand” said William Arruda, Reach Founder and President. “This is the only personal branding assessment in the marketplace that helps professionals understand their brand from the outside in,” Arruda added.

The availability of this free version coincides with a glut in active job-seekers. With the number of qualified candidates for each open job increasing, knowing - and being able to exude - your differentiation is critical. Job seekers are using the output from 360Reach as a career marketing tool.

“Since 360° Reach presents my work style and talents clearly and succinctly, my hope is this direct evidence, prepared by an independent third-party, will encourage a potential employer to place me at the top of the interview list,”  said Christi Weidling, Marketing Communications Executive and recent user of the assessment.

How it Works

Users (Requestors) enter the email addresses of people from whom they want feedback (Respondents). When they are ready, they send the request to their Respondents. Respondents receive an email notification with unique registration information. They then login to the system and provide anonymous, valuable brand feedback. The type of feedback includes brand attributes, skills, strengths, weaknesses and other information critical to the personal branding process.

To ensure users get the most from the system, Reach developed a certification program to help coaches, recruiters and HR executives support their clients through the process. 360Reach Certified Analysts are expert in using this assessment and helping their clients turn their feedback into an action plan.

Other versions of 360Reach include Premium (45-day subscription with data analysis and a 20-page customized report) and Enterprise (this version is exclusively for use by companies and organizations). There is also a French version and plans for small business, Spanish and Chinese versions.

Register for your free 15-day account at: www.reachcc.com/360v4register

More information: www.reachcc.com/360Reach

About Reach Personal Branding

Founded in 2001 by William Arruda, Reach is the global leader in personal branding. Focused on the human side of branding, we deliver training, workshops, certification programs and assessments to large enterprise clients, small businesses, professionals and entrepreneurs throughout the world. www.reachcc.com

Recently, I met with a guy who has never looked for a job; and although displaced for barely a month, he already has three offers. Of course, I also met with people who say they’re frustrated that their job seeking efforts aren’t paying off after “weeks!”

So, what’s the difference?

Generally, people who seem to expend minimal effort in landing a new position are people who have established a great professional reputation, and have nurtured their networks. Said another way, they have clear and powerful personal brands and strong brand communities. People who have the toughest time in career transition, generally do not.

Let’s face it, getting displaced prompts a pretty immediate sense of panic and drives most folks to find a new position as quickly as possible. So, the focus becomes the job. Indeed, a common view was pointedly stated by a job seeker in one of my recent self-marketing and networking seminars; she said: “Why do we need to beat around the bush with all this relationship building, when what we really need is job leads?”

My answer is that opportunities come through people; and when people know, like, and trust you, they’ll be more willing to help. Indeed, not only do relationships add richness to all parts of your life but they’re essential to career success. Nearly all accomplishments are driven by communities of people working together to achieve common objectives.

So, whether you are currently in a paid position or not, it’s critical for you to build community by identifying and engaging others with shared interests, expertise, mutual concerns, and a common desire for specific outcomes. How to do that? Certainly, networking will help you make connections – but it’s the subsequent conversations that sow the seeds of community.

In an interview with Dan Schawbel, Seth Kahan makes the point that communities are “beehives” and that in meeting organizational needs, “managers need to cultivate relationships built on trust and healthy growth.” The same applies to you as manager of your own career. Done well, you can benefit others while gaining increased visiblity for the value you bring – visibiliy which can stimulate new opportunities.

Cross-posted at Threshold Consulting blog.

How Does Building Your Online Identity Help in Your Job Search?

Since this question, "How does my online identity help me in a job search" has been posed to me several times, I decided to write a blog post about it. If done correctly, your online identity or Google quotient show your thought leadership and expertise in a particular area. Kirsten Dixson and William Arruda have developed the six Ps of building your online identity and discuss a few ideas in their book, "Career Distinction."

I have discussed in prior blog posts about social networking and how this build your brand online. LinkedIn, Ziggs, ecademy, Spoke, etc. are great starting places to build your professional profile. LinkedIn provides a place for you to answer questions in the "Answers" section. This is an excellent way for you to show your thought leadership and give to your network.

Additionally, blogging in your area of expertise builds results on Google. If someone (i.e. recruiter, hiring manager, employer) Googles you, your blog posts will be a part of your Google identity. If you are thoughtfully writing about ways to improve areas in your field, providing helpful resources, etc. then it can give a different dimension to you that a resume' cannot provide. Additionally, posting comments on relevant and high ranking blogs can also add to your Google results. Just make sure that what you say provides value to the reader and is not a derogatory comment.

Picture a person who has a stack of resumes to review and they are Googling each candidate. Who stands out to them? Is it the person with no Google results? Probably not. Remember, that in a study done by Execunet, 87% of recruiters and hiring manager DO Google potential candidates and 45% of them will eliminate candidates based on their findings.

It is important prior to building your Google results that you have a crystal clear vision of what you want to express online. The personal branding process can help you uncover what is unique and special about you. In today's marketplace, you want to know what makes you stand out from everyone else who has the same job title as you. How are you different and what can you provide to innovate in a company?

Cross-posted at Career Design Coach by Kristen Jacoway

Stay Positive During Your Job Search Part II

In part one of this article, I shared with you three ways to keep your mind energized and focused on positive thoughts:

- Relive past wins

- If you can’t get out of it, get into it

- Visualize what you want

This installment provides three more tips to remain optimistic during your job search.

1. Anticipate and Embrace Change. Don’t Be Hijacked by It.

Change is the only constant in the new world of work. Get used to it and get excited about it. If you view change as opportunity instead of threat, you alter your perspective and open yourself up to possibilities – perhaps to things you hadn’t even considered. Often, change brings with it serendipity – and delivers options you had not even considered.

I was speaking to a client who recently lost his job at a bank and he told me that once he got past the anger, sorrow and fear, he was excited about “the infinite possibilities that just opened up.” When he took the job, he had to leave LA, his favorite city, for the Pacific Northwest. He immersed himself in his work and never really made his new location home. Now, with a little severance package in hand, he realized that he is no longer tied to a city where he didn’t feel comfortable. He saw that he could change where he lived, the industry he worked in and even the job function he held.

How has your current job search opened up new avenues for you?

“You cannot control what happens to you, but you can control your attitude toward what happens to you, and in that, you will be mastering change rather than allowing it to master you.” Brian Tracy

2. Focus on Strengths, Not Weaknesses.

It’s always to your benefit to apply your greatest strengths to the task at hand; it’s absolutely essential when you are in the midst of a job search. When we lead from our strengths, we are more confident, attractive and successful. So as take each step towards your new job, ask yourself how you can use your greatest strength to make each step of the process more successful.

For example, if you’re writing your career marketing tools and your greatest strengths are your quick wit and incredible sense of humor, think about how you can inject more humor into your resume or cover letter. If your greatest strength is your vast and diverse connections, ask yourself how you can use your connections to find the perfect professional resume-writer who can paint your candidature such that it will attract the attention of hiring managers and recruiters. When you inject your strengths into everything you do, you raise yourself and your candidature to a new level.

What’s your superlative and how will you apply it to all aspects of your job search?

“Enter every activity without giving mental recognition to the possibility of defeat. Concentrate on your strengths, instead of your weaknesses... on your powers, instead of your problems.” Paul J. Meyer

3. Remember Nietzsche: That Which Does Not Kill Us Makes Us Stronger

Nietzsche’s poignant advice reminds us that we can endure a lot more than we believe we can. When I look back at the most difficult experiences of my life, I realize that they all led to incredible growth – in confidence, self-awareness, strength and focus. I am who I am today more as a result of the challenges I faced than the successes I enjoyed. As painful as they were to go through, I wouldn’t give up any of them.

Know that in the future you will look at the current job search battle with a more affirmative view. And understand that whatever challenges you encounter or struggles you endure, that they will all contribute to your confidence and your candidature for future opportunities.

How has adversity made you stronger?

“If you will call your troubles experiences, and remember that every experience develops some latent force within you, you will grow vigorous and happy, however adverse your circumstances may seem to be.” John Heywood

William Arruda is the coauthor of Career Distinction: Stand Out by Building Your Brand and the founder of Reach, the global leader in personal branding. You can learn more about him at www.williamarruda.com.