The Power of Branding: Making Yourself Relevant to Employers

By Jennifer Sullivan, CareerBuilder.com

Why do we slam-dunk in Air Jordans, cruise around in Jettas, or devour Big Macs? The answer can be summed up in one word: branding.

Nike,

Volkswagen and McDonald's have successfully branded their companies, using testimonials, performance reviews, or other measures to attract consumer buy-in for their products. They communicate why their products are better than the competition's and offer unique benefits that specifically address a consumer's needs.

A job seeker needs to approach the job hunt in the same way. Just as companies brand themselves for consumers, a job seeker needs to brand himself/herself for a prospective employer to show why he/she offers the superior product.

"Each job seeker is a distinctive brand," said Kirk Scott, director of Consumer Marketing for CareerBuilder.com. "A job seeker's product is the combination of his/her skills, experience and education. To successfully land a position, the job seeker must advertise his/her product and tailor it to needs of the prospective employer. The key is making one's brand relevant to the employer."

Know Your Customer. The first step in making yourself relevant is knowing your target audience. Candidates who demonstrate knowledge of a company and the specific position being offered in resumes, cover letters and interviews tend to get noticed. In fact, a recent CareerBuilder.com survey found 71 percent of hiring managers pay more attention to resumes and cover letters that are customized to their open positions.