I recently spoke to a group of mid-career executives about personal branding….and they looked at me with puzzlement – personal branding – at this stage of my career? What they’re thinking is “I’ve never used personal branding, and I’ve gotten this far without it…” They nodded their heads during my talk, but I think most of them were dismissing the concept.
News flash to the 50+ crowd- studies say that you’re retirement is farther off than you may think and in fact, you may be one of many who are suddenly on the job market after years in the same company and/or industry. If this is you – or someone you know – you’ll be pleased to know that personal branding is a career management tool.
So, who needs personal branding? You do!
These days job candidates – from the boardroom to the mail room – need to articulate a promise of value that will convince the prospective employer you can add to the growth of the company. Your personal brand promise needs to be apparent in your resume, your cover letter, your “look”, your approach, your conversation –and especially your online presence. Just because you’re getting older doesn’t mean that you can not and should not keep up to date with technology.
Most “recession era” job seekers are learning that personal branding helps you be more in control of the direction of your career by increasing your visibility and ability to attract and land target jobs.
Mid-Career Personal Branding Tips:
- Use more than one channel to promote your personal brand. Create a personal, blog, or online resume that prominently features your Personal Branding Statement
- Tell readers what they will gain by hiring or working with you
- A picture is worth 1000 words. Use photos and graphic designs that reinforce your verbal message to create memorable.
- Reinforce your personal brand in all your interactions with others. Mention your key attributes and special qualities in voice mail messages, your email signature, and whenever you speak with current or potential clients face to face.
What happens when your brand is tarnished?
Many mid-career professionals are more than a little “afraid” to put themselves out in public so prominently. It is counter-intuitive to those who came up in a corporate culture or team work. Times have changed. And have no fear – if Donald Trump can survive a brand “hit”, anyone can.
It was recently reported in the Vancouver Sun: Donald Trump, the real estate mogul who has splashed his name on everything from skyscrapers to neckties to bottled water, has suffered a string of recent reversals that threaten to dilute his cachet, say branding experts. His name, which he often licenses to real estate projects in which he has no direct control, has earned him millions.
“His brand is associated with success and making money. And every time the word bankruptcy appears next to Trump, that’s not good,” said Allen Adamson, managing director of Landor, a brand consultancy. “He can take a few chinks in the armor, but I think he’s probably at the limit.”
On the other hand, failure might not tarnish Trump’s image as much as it might seem, said Scott Davis, a partner at Prophet, a branding firm. Trump has some wiggle room because his story exalts the comeback, not just uninterrupted success. Davis said.
“He’s the guy who bounces back,” Davis said. “He epitomizes a part of the American dream that people latch onto. He’s somebody that has come through contentious times and he ends up back on top.”
If The Donald can do it – why not you?
Author:
Beverly Macy is the Managing Partner of Y&M Partners and teaches a social media class at the UCLA Extension. She also co-hosts Gravity Summit events.
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Nice post, Beverly. One question I’m curious about: what happens when mid-career executives promote their personal brand and are hired? Would be interesting to see a follow-up post with examples of how one integrates their personal branding with branding one’s professional work self on and offline.
Good point! I’ll consider that – especially as I am presenting to another group tomorrow night at the UCLA Extension Open House on Personal Branding and Professional Networking….
[...] here to see the original: Mid-Career Personal Branding is Critical! Tags: crowd-studies, goals, heads, heads-during, internet, muscle-building, recently-spoke, seo, [...]
[...] market, I am more convinced that all professionals need to be constantly working on their brand. Beverly Macy in her blog today says, “These days job candidates – from the boardroom to the mail room – need to articulate a [...]
Well said Beverly! It’s important for everyone, regardless of age, to promote their personal brand online. There are many opportunities to be had, but you have to at least be in the game to play. And by not playing the personal branding game you are volunteering to miss out on opportunities that will go to the savvy players who get it.
Start promoting your personal brand and reap the rewards!
Thanks for the post, Beverly. Personal branding is so important in this difficult job market.
I thought you might be interested to know that we’ve started a new show at SmallPlateRadio.com called Job Search Radio. Each Monday at 1pm eastern (11am pacific), we feature guests who are experts in the art and science of finding a job. Listen live and participate by submitting questions or download the podcast for listening later or on the go.
http://www.smallplateradio.com/014/
Happy to be interviewed on our new radio program! Contact me via email beverlymacy@gmail.com or on Twitter @beverlymacy
Although, my degrees are in Human Services, counseling areas,I use it for activism, promoting company’s that act socially responsible, companies that act social irresponsible. Americans are fed-up with big Companies that are only after the sell , and do not follow up with consumer loyalty . Warranty’s that are useless, claims of denial all have consequences. The consequence of lets say Ford Motor Company’s choice of installing a switch that wasn’t meeting testing standards, and then the many years of delay in recalling the defective cruise control switch , to which many people have lost loved ones and property. The social media is NOT just for selling it is for protecting the public from ” BAD COMPANIES”. They just want your money Now and could care less about the future. Well it looks as if the future is now. Americans do not want to pay for a car that may kill them, burn down their houses, etc. Ford Motor company is not the only one that is slow to admit faults. It just happens to be the company that let my son drive around with a defective cruise control switch and burn to death. They just happen to be the company that has NOT taken responsibility, leaving my family and other families to fight in the mist of heartache and grief. What kind of Media Expert like Scott Monty blocks a grieving mother on twitter? What kind of Company turns the finger of blame on a grieving mother? What kind of Police force do we have that sums up the investigation of 2 fatalities, in 15 min. from inside the warm police car? What kind of world is this we are living in? Social networking, promoting products that kill. Promoting organizations, that are racist and bias and do not care about the truth, and pick and choose what is written, instead of the entire story? Delicia dawn@yahoo.com paytonsmomtwitter
Everyone needs to be reminded that personal branding is the most essential commodity to excel in this modern age irrespective of age. Your example of Donald Trump should serve as an encouragement for some. Thanks for this piece
[...] Mid-Career Personal Branding is Critical! I recently spoke to a group of mid-career executives… [...]
[...] Mid-Career Personal Branding is Critical! I recently spoke to a group of mid-career executives… [...]