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.

To prepare for your communications with a prospective employer, thoroughly research the company and the industry it serves through working the Web:

Take a Sneak Peak. You can find valuable information about a company's history, financial performance, leadership, product offerings, press announcements, and employment options on its Web site. Pay close attention to how the company describes its work environment and career opportunities, and identify keywords you can include in your communications. Also, make sure to check out the Web sites of key competitors to evaluate company strengths and differentiators.

Check the News Clues. In addition, it's important to monitor news coverage of the company and the industry overall. Mentioning a recent article or news broadcast during an interview relays the impression that you are someone who keeps his/her finger on the pulse of the industry.

Get Your Customers to Know You. The second step in making yourself relevant is creating an advertising campaign for your brand. Ask yourself how your product — skills, experience, and education — enables you to better serve your targeted audience than the competition. Convey that through your resume and cover letter.

Just as consumers are bombarded with hundreds of commercials selling everything from shampoo to soda, hiring managers are bombarded by hundreds of resumes selling various candidates. You have to grab their attention and do so quickly.

A recent CareerBuilder.com survey found the majority of hiring managers plan to fill new positions in 30 days or less this year, with one-third planning to fill them in 14 days or less. These managers want to move fast to meet deadlines and quotas. To stand out from other candidates, you have to leverage your knowledge of the prospective employer and deliver a clear, concise message that leaves a lasting impression.

"Where's the Beef?" From the moment the employer sets eyes on a resume or a candidate, he/she wants to know one thing: "Where's the beef?" — meaning how can your experience translate into success for my company? You have to identify the employer's points of pain — whether there is a need for more sales revenue, better communications or new product development — and show how your background can bring resolution and improvement. Discuss your accomplishments at other companies and offer up new ideas for the prospective employer.

"Snap! Crackle! Pop!" Remember to use all the resources available to advertise your brand and extend your market reach. CareerBuilder.com's survey found 63 percent of job seekers use at least three resources to find employment, with newspaper classifieds, online career sites and networking topping the charts as most popular. Check the classifieds, post your resume and apply for jobs online at CareerBuilder.com, call family and friends who may know someone who works at the company who can give your product a testimonial.

"Job seekers need to keep in mind that they have a product employers want," said Scott. "Job seekers present a solution to a problem, more efficiencies for a department or vision for new opportunities. Employers are shopping around. When you market yourself as a brand, you get employers shopping for you."