Branding. It’s not just for businesses trying to market a product or service. Branding can guide your career advancement. Career branding, or creating your unique “selling” proposition, can give your job search a boost. With a more direct, targeted approach to how you market yourself, career branding can help you land more interviews. Start thinking like a marketer, and develop your unique value proposition. It will guide all of your job search efforts and result in a more targeted, accurate search that yields results.
What it is
In marketing speak, a unique selling proposition (USP) is a “remarkable benefit” or “something that you offer customers or clients that your competitors do not,” according to Copyblogger. In essence, this USP is woven throughout all of the business’ marketing copy, delivering on that unique promise of value.
In a job search, a unique value proposition (UVP) not only helps highlight your “value” to potential employers, but it drives a more targeted job search. Instead of going after jobs that don’t necessarily match your brand, you’ll be seeking out jobs that meet your brand profile.
Why is it important?
Your reputation, or your “brand,” matters when searching and interviewing for a job. In a sea of other qualified candidates, you need to stand out. With a UVP guiding your job search, you’ll be able to quickly explain the key benefits you can deliver, how you will uniquely approach that position, and who will benefit. It makes the message you send to recruiters and hiring managers very clear, driving your competitive edge.
Creating your Unique Value Proposition
A carefully crafted UVP can take your job search to the next level:
- Uncover what you do best. You may have a lot of great skills, but candidates should know “the top one or two selling points that make [them] unique,” according to CIO. Start the process of building your brand statement by highlighting what you do best and the audience or industry you serve.
- Perceptions matter. According to Mashable you’ve landed on your career brand when “Your self impression = How people perceive you.” If there’s a gap, adjust your UVP to reflect how you really perform. You may want to ask colleagues or superiors to offer an honest evaluation of your unique value to help craft your statement.
- Get in alignment. The Washington Post advises professionals to live the 3 Cs when creating their career brand and ensure it aligns with what they really do: “Clarity, consistency and constancy. You need a clear message delivered consistently across all channels, and with constancy and frequency. That’s how the big brands do it, and that’s how individuals should do it.” Track the channels you use to convey your brand, and make sure your LinkedIn profile, resume, cover letter, elevator pitch, and even what you wear to a job interview, align with your UVP.
Use these tips for creating your career brand and let it lead your networking, discussions with recruiters and hiring managers, and interviews. A streamlined, targeted UVP will help you showcase your brand in the best possible light and drive a competitive edge for those coveted few interview spots.
Author: Joanne Loberg of JL Careers Inc. is a Certified Executive Coach and Internationally Certified Career Management Professional. She specializes in coaching professional and executive clients, and providing career advancement strategies. Copyright JL Careers Inc. All rights reserved.
Wishing you much career success!
Certified Executive Career Coach & Internationally Certified Career Management Professional