I Never Use the Term “Personal Branding” with My Clients

I get it. I was one of the first to suggest that, in reality, we are not resume writers or career coaches, but marketing professionals. We are like Madison Avenue marketing pros for job seekers, responsible for packaging and presenting a product (job seekers) in such a way as they win out over the competition. I get it – Personal Branding.  But I NEVER use that term with clients. 

Job description of a job seeker

Have you ever taken the time to write out a detailed job description of the average job seeker you work with? It would go something like this: 

A successful job seeker must have the following skills:

► Goal setting ► Strategic planning ► Competitive analysis

► Self-analysis ► Market analysis ► Self-motivation 

► Writing ► Editing ► Proofreading

► Word processing ► Social media ► Sales and logistics

► Self-marketing ► Communication skills ► Cold calling

► Networking ► Time management ► Research

► Stress management ► Overcoming rejection ► ChatGPT / AI

► Resume development ► LinkedIn ► Life/job search balance

► Interviewing ► Negotiating ► Distraction management 

I’m sure I missed a few. Now here’s the thing – the average job seeker hasn’t a clue how to confidently integrate these skills into a successful rapid employment process (job search). And most job seekers don’t possess some/many of these key skills, or are nowhere close to mastering them.

Bottom line: The process of getting a job is ‘beyond overwhelming’ for most job seekers. 

Simplification is an engagement strategy 

Let’s talk about Personal Branding: The idea itself is complicated enough for marketing professionals. I contend that if we were to ask 10 respected marketing professionals to define Personal Branding, we’d get seven different definitions. So I asked ChatGPT (Chatty) to provide me with a definition of Personal Branding. This is what Chatty told me:

Personal Branding refers to the intentional process of defining and communicating your unique skills, values, and image to create a specific perception of yourself in the minds of others, essentially “marketing yourself” to achieve career goals (or build a public reputation); it’s about consciously managing how you are perceived by others, highlighting your strengths and expertise to stand out in your field.

I then asked Chatty to simplify its definition. This is what it came up with:

Personal Branding is the process of creating and promoting a unique identity or reputation, in the minds of others, that reflects your values, skills, and personality to stand out and build trust with your target audience.

Even this is too complicated and ineffective 

Let’s return to the definition of a job seeker that I noted above. If you and I can truly appreciate and relate to the vast number of skills (many untaught and/or uncomfortable) required for job seekers to succeed, the last thing they need is a crash course in Personal Branding. They don’t even want to hear the term! Perhaps in its purest form it is. But for most job seekers, the idea of Personal Branding is hovering around a 10 on the Richter Scale – terrorizing, if not overwhelming.  

Job seekers need us to simplify the employment process, not complicate it. When we seek out and implement concepts and strategies to uncomplicate an already uncomfortable process, job seekers will become more proactive, encouraged, and engaged. Simplification is an engagement strategy to inspire your clients/students to take constructive action to secure ‘the right’ employment. 

Deliver, Generate, & Produce Approach

Below are two questions. Purely from a job seeker’s perspective, which question do you think will better resonate with them where they understand what they have to do implicitly, and are engaged to do it?

1. Did you know that a job search is about selling yourself – Personal Branding? That said, are you ready to proactively create and promote your unique identity in the minds of potential employers, that reflects your values, skills, and personality – so you stand out and land a job?
2. Did you know that landing a job is all about communicating what results you can deliver, generate, or produce for your paycheck? That said, are you ready to proactively identify what results you can deliver, generate, or produce that would get a company excited to hire you?

For me over the decades, it’s consistently been the latter.

Job seekers need to focus on communicating the results they can “deliver, generate, or produce” because employers primarily care about how a candidate can solve their problems, contribute to organizational goals, and/or add measurable value. While Personal Branding is important for creating a memorable and professional identity, usually for the long term, a job search is a short-term endeavor, so the focus must be on outcomes – delivering, generating or producing results… not creating a Nike-type brand image.  

Here’s why results take precedence:

1. Employers focus on outcomes

• Hiring managers are responsible for achieving specific objectives, whether increasing revenue, reducing costs, improving efficiency, or driving innovation.
• Candidates who clearly articulate the results they can achieve directly address these concerns and demonstrate their value.

2. Quantifiable results stand out

• Results provide concrete proof of a candidate’s capabilities. Statements like “ignited sales by 18%” or “streamlined processes to save 13 hours per week” are more persuasive than general descriptions of skills or traits, or trying to create a reputation or image in a short block of time.  
• Measurable achievements help differentiate job seekers in a competitive market.

3. Resourcefulness

• Communicating results highlights how a candidate has identified challenges and implemented solutions in the past, utilizing resourceful tools and strategies.
• Employers view continuous professional development as a significant asset.

4. Aligns with the employer’s needs

• A results-oriented approach shifts the focus from the candidate’s personal story to the employer’s priorities.
• Job seekers who align their value with the company’s goals are more likely to resonate with hiring decision-makers.

5. Personal Branding supports the message

• While Personal Branding can be integrated into the process, it’s most effective when it reinforces one’s ability to deliver, generate, or produce results.
• It’s easier and more comfortable for job seekers to grasp and communicate the results they can deliver, generate or produce, than to grasp and communicate their Personal Brand. 

Where Personal Branding is best served in career coaching

In the short term, for the purposes of securing rapid employment, a job campaign that is centered on the results one can deliver, generate, or produce that a company would eagerly pay for, is the simplest-to-understand, most engaging, and effective method for job seekers to secure the right jobs at the appropriate compensation. 

In the long run, Personal Branding is a useful tool where career coaches can help their clients/students build a lasting and successful career by shaping how they are perceived within their industry or organization – over the long haul. It takes time to build a strong Personal Brand that establishes trust, credibility, and recognition, that creates opportunities for professional growth and stability. And a strong brand means the brand has a reputation for producing strong results.  

Coaching Personal Branding – for the long haul

First, Personal Branding highlights an employee’s unique strengths, expertise to produce results, and values, making them memorable and valuable in the eyes of employers and colleagues. By consistently demonstrating their skills and contributions, employees can position themselves as go-to experts in their field, increasing their visibility and desirability for advancement.

Second, a well-crafted Personal Brand fosters professional relationships. Employees with a clear and authentic brand attract like-minded peers, mentors, and collaborators, building a robust network that supports career advancement. Over time, these connections can lead to mentorship opportunities, new roles, and access to resources that enhance career trajectories.

Third, Personal Branding provides resilience in the wake of adversity and setbacks. In an evolving job market, employees with a strong brand are more likely to adapt and remain relevant. Their reputation as skilled, dependable, and innovative professionals makes them attractive candidates for new and emerging opportunities.

Finally, Personal Branding enhances job satisfaction. When employees align their Personal Brand with their career goals and values, they can focus on roles and projects that resonate with their passions and strengths. And this enriches their lives!

Summary

No, for the short-term job search process, I never use the phrase Personal Branding. I prefer the DGP (Deliver, Generate, & Produce) Approach. That said, for those people who are seeking to build a Personal Brand for the long haul, to not only succeed in their current roles but also achieve sustained career growth and fulfillment, this is where almost unlimited opportunities exist for career coaches in the area of Personal Branding.

Learn more about Jay’s approach in the CEMP or CIC programs!