Secrets of On-Line Branding, Part 4

Continuing with Merideth Levensen’s article, point number four is:

4. Behaving inconsistently: Everything from your voice mail message to your blog to your tweets must have a consistent tone. You can’t be wild and crazy in one place and dead serious in another.

I agree.  Inconsistent behavior is not predictable. People hire and buy from those whom they can trust, know, and predict future behavior. If there are questions raised; well, there are plenty of others who are willing to be consistent. I can move on to the next person. Is that what you want?

Some may argue that what “I do in my personal life has nothing to do in my professional life.” Wrong. It has everything to do with character. If a question is raised in one area, the likelihood of it being a risk in another area is high – too high to risk.

In branding, authenticity and predictability are required. You don’t have to follow these rules. You just will frequently not be asked to join the team or be invited to rise to the top.

Secrets of On-Line Branding, Part 3

Continuing with Merideth Levensen’s article, point number three is:

3. Adopting a copycat or generic brand: Don’t copy other people’s buzzwords. Originality is key.

Based upon other statements Merideth makes, it would be easy to miss her point that “Originality is key.”  I agree.

However, I want to focus on another mistake that people make – that a brand is merely a buzzword. Branding is much, much, much, more than what is really a “tag line” or “Value Proposition.”  Since I cover Value Propositions in my books and in much more detail in my seminars, I won’t bore you with the details except to say that this is the number one communication tool in networking!

The simplest example is my describing myself as the “Chief Job Doctor.” It accomplishes my purpose of communicating what I do, my value, is memorable, and raises an unspoken question that allows the start of a communication process. Is it totally unique? No. There are a few “job doctors” on the internet but no one who does exactly what we do and has the background that we have.

What is your unique value proposition?

Secrets of On-Line Branding, Part 2

Continuing with Merideth Levensen’s article, point number two is:

2. Having an unfocused brand: Simply assigning a job title to yourself isn’t branding.

First, simply assigning a job title is foolish. Job titles mean different things to different people, different companies, and in different countries. For example:

• An EVP or SVP in a small company which usually includes less responsibility than a typical Director in a large company.
• A VP in a bank is usually less than a Senior Manager in a large company.
• A Senior Manager in a UK company can be similar to a Managing Director in a U.S. company.

In other words, simply assigning a job title can mean very little and even be confusing. You can easily understate or overstate who you really are. Astute hiring managers are not fooled. Those who make this mistake are often recognized as “not getting it”. Ouch.

Branding is not some simple idea that someone tells you to do and you check off the need to brand yourself. Branding is a major lifelong process that companies take seriously. You should too.

Secrets of On-Line Branding, Part 1

This is the beginning of a series commenting on suggestions that others have made which I believe are worthy of your consideration. The ideas should provoke some helpful thoughts.

The first set of points is from a blog that quotes Meridith Levenson in a recent Network World article. Meridith offers six ways we damage our personal brands.

“1. Putting the cart before the horse: There’s no point in using all the online tools to promote your brand until you’ve taken the time to think out who are, what you want, and what it is you have to sell. Go through that exercise first.”

Does this sound familiar? I cannot stress enough how important it is to start with understanding who you are (passions, values, belief systems, life mission…), what you want to do, where you want to do it, and how to package yourself (vision, brand, message, character…) into the brand that fits where you will find your dream job or dream company.

Whether in physical networking or internet networking, all of this must be consistent or you will be sending mixed and confusing signals. Doing so will raise red lights that are concerns of “which person is the real you?”

If that question about you is raised, then a second question is raised – “Can I trust someone whom has more than one persona? Who is the real person?”

People hire and buy from people whom they feel they can trust. Is your message sending out the right signals?

Why Hobbypreneurs Need Jobpreneurship

A “Hobbypreneur” is a new term that I learned from a reporter from Fox News. It apparently is being used to represent a person who, whether working or not, finds ways to make his hobby into a part-time business and eventually a full-time business.

Since hobbies are often areas where someone is passionate enough to pursue, this is another way of saying that they pursued their passion and made it into their career.

The difference between a “job” and a “hobbypreneur” is that one can work for someone else who needs them to work in an area where they are passionate about or one who starts their own company based upon their hobby passion.

Jobpreneurship™ is a solution that applies to job seekers, career changers, career development, or entrepreneurs and hobbypreneurs. The knowledge and skills may shift in emphasis but the core understanding of product management, marketing, sales, relationships, procurement, finance, etc. are all business skills that need to be applied to anyone looking for work, trying to get a promotion, or starting their own company. That is why I keep referring to Jobpreneurship™ as applying to how to get a job, promotion, or new client. It is how to get the new client that should be of interest to entrepreneurs and hobbypreneurs.

The Catch to Chasing the Easiest Way to Get A Job

Nepotism is great if you can get it. The best role is to be the son or daughter of a King. Then performance really doesn’t count! But since most of us are not princes or princesses, at some point this nasty thing called performance, manners, appearance, red flags, and results will eventually enter into the game. That is the catch.

However, for most of us our sin is not a lack of performance or results. Many of us are incredible performers with strong technical and leadership skills. Our mistake is to assume that these alone should cause hiring managers to jump with joy when they see our resume. Yet, we don’t seem to see many managers jumping. Why?

Performance is usually assumed and undervalued. Other factors are entering into the picture. A hiring manager’s gut feel usually decides who gets the job – unless one person is incredible and the other person is really weak. With two competent candidates, cultural fit, likeability, sense of trust, and appearance are usually the determining factors.

Results will help you keep a job and get promoted but relationships with satisfactory performance often results in getting a job or promotion faster. I know that makes us entrepreneurs shake our heads but most managers are not entrepreneurs.

So, here is the deal. Unless there is nepotism, the lack of performance and results usually does catch up with you. But most of us are performers who work so hard that we are weakest on developing relationships. When competing for jobs, the winners are usually those who have strong relationships and know how to continue developing new ones.

The 3rd Easiest Way to Get A Job

Now we are getting a little thin on relationships. After all, how well do people know you from work, networking, or outside events? Probably not well. So, create a list that let’s you find areas of commonality. Having things in common does not surpass a strong relationship but it does beat a cold call. How about fraternities, associations, church, clubs, sport groups… anywhere that people get to see you face to face and get to know you even if it is on a superficial level. It is better than not knowing you at all.

Let’s say that you are new at this and have worked so hard that you don’t really have these associations developed. This is one of the incredible ways that LinkedIn and Plaxo can help. If you are not a member, shame on you. Join. Both are free to get started.

Not only can you begin connecting to over 50 million people but you can join all sorts of affinity groups whose memberships have a common bond. Examples range from colleges, sororities, honor societies, professional organizations, functional organizations, hobby groups, etc. It will be a whole lot easier to try to connect with someone who has similar interests or similar areas in common. It is a starting point that is still far better than a cold call.

The next step is to find those who are similar to you and in your neck of the woods. First, see if your groups meet in your area for generalized networking. Go and start to find those who seem to have a connection and mutual interest in each other. No, we are not talking about dating! We are talking about how to begin a lifestyle of developing relationships where you can mutally help each other. Once you find areas of common interest, go have a face to face coffee with them. Get to know them better. Help them if at all possible. This is how they will begin to know you and trust you – and hopefully want to introduce you to their friends who might be able to introduce you to influencers, trusted advisors, and decision makers in the company that you would dream about joining.

This is not as easy as nepotism, but FAR BETTER than cold calls and sending out resumes into black holes.

The 2nd Easiest Way to Get A Job

Do you hear people complain about Nepotism? So what? They are just jealous. Sure, it does not sound fair but there is a HUGE secret that you may be missing.  Hold your breath!  Here it is!!!

RELATIONSHIPS MATTER.

Doesn’t sound impressive? OK, how many salesmen make a fortune by knowing the right people, having a relationship with the right people, having things in common with the right people?

That does not sound fair either! What about performance, accomplishments, and solving problems?  Sure, they matter – eventually and in the event of a tie.

My point is that most people will emotionally want to hire and promote those whom they have a relationship with, can trust, and have things in common with more than the hard workers do may be highly accomplished.

Smacks of nepotism? If you don’t think this is true, just look around. “Fairness” has nothing to do with it. People buy based upon emotion, likeability, and what they “feel” comfortable with. They also buy on the “known”. If they know you, there is less perceived risk in you deceiving them.

So, the 2^nd easiest way of getting a job is to seek out those whom you know the most, who know you, and who have the most in common with you. After family and friends, who might that be?

How about those whom you hang out with, play sports with, party with, live next door, meet at your child’s sporting events or school events?

Who do you know in these categories? Have you told them that you are looking for a job? Outside of your family and friends, these people know you the best and have some level of a bond with you. Most will be willing to help, if asked.

This is the 2^nd easiest way of getting a job.

The Easiest Way to Get A Job

We have all heard that the easiest way to get a job is called Nepotism. Wikipedia defines nepotism as “…the showing of favoritism for relatives or friends based upon that relationship, rather than on an objective evaluation of ability or suitability.” Nepotism is alive and well!  So, why not use it?

The first step is to “Ask Mommy or Daddy.” Sound ridiculous? In family owned businesses, family members are given jobs based upon flesh and blood. Usually the parent wants one or all of their children in the business. Here is the secret code word when Mommy or Daddy asks… “YES!” Now you have a job. That was easy.

OK, your parents may not own their own company. But they may be influencers, trusted advisors, or decision makers in other companies. The most obvious places for nepotism are unions and government jobs. You would be surprised at how a phone call can help. The same is true for “profit” companies, but they have this nasty concern about – performance and profits! Still, many of us can do well to ask our Mother or Father during these challenging times. Even if it is not the perfect dream job, it could be a great opportunity to earn a living while you continue developing your skills, relationships, and plans for your dream job.

Are your parents in the next world? If so, asking them will probably not help. Sure they may have a lot of connections in the next life, but you will have to wait until you join them before that will help! So what about your relatives, your parent’s friends, family friends, your friends, and your friend’s parents? It is highly likely that you know all of them and that they know you. Asking them could be the easiest and fastest way of getting your next job.

There is No Time to Waste in Getting a Job

If you are a recent college graduate, you may not be too worried about the current economic market. After all, your living expenses are relatively low and, for some, Mom and Dad might be willing to continue supporting you. Most of us even recall the trend of even thirty year olds returning home. Life can be difficult but there is an urgency that you may not have considered.

If you do not get a professional job related to your degree, next year there will be a new class ready to take what jobs may exist. Your skills and resume will not appear current to most HR recruiters. Your chances of getting a good job will decrease with each passing day.

If you go through traditional gatekeeper paths (job boards, recruiters, HR…) and are fortunate enough to get a job, in today’s market your starting salary will probably be much lower than last year’s graduates. That means your future salary increases may be the same percentage as others but based upon a lower starting salary. In other words, most will never catch up for the rest of their career. Assuming a typical 40 year career, the impact could easily exceed hundreds of thousands of dollars.

There is no time to waste in Getting a Job.

If you are older, you have an even more urgent situation.

Older people are usually paid more due to prior year salary increases and potential prior bonuses. Younger people will cost less.

Every day that you are out of work, you are losing your skills and currency – at least in the perception of HR. The longer you are out of work, the higher the perception will be that you would be a risky hire. For some, this could even mean that you may become unemployable within your prior career path.

Perceived higher risk with lower cost competition means that there is no time to waste in Getting a Job.

So what should both groups do? Quit trying to take the easy road of going through job boards and company gatekeepers. According to Crossroads Career Ministry, a report shows that networking yourself into the hiring manager improves your chances of getting a job by 4,200%.

If you do not know how to develop yourself as a product, market yourself, sell yourself, and go around gatekeepers, then the time, effort, and cost of doing so will be peanuts compared to the time you may be wasting trying to get a job the old fashioned way.

There is no time to waste in Getting a Job.

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