What do you do if your professional brand is not standing out in the job search?

My opinion based on 10 years of collective experience as a resume writer, career coach, and recruiter: Adjust your brand. To what? To your target. If you’re targeting Apple, adjust your professional brand to reflect that of Apple’s. Your brand, your resume, your LinkedIn profile are NOT for you to like. They are ‘good’ only if, they appeal to your target.

You need to do an analysis of your brand and ensure it is portraying the message and values that you want to portray. Are you presenting a value add and a fix to a problem? There has to be a clear message and an obvious value proposition, without this, people won't see your "Why You"

I don't know who needs to hear this, but when you market to everyone, you resonate with no one, and careers are no different. Most of the 10,000+ clients I have served over 20+ years came with ZERO professional brand vision. Asking them to define their careers felt like asking them to count backwards from 100 in Latin. If you ask me what I do, that's easy; I help people quit jobs they hate and build careers they love. Did that answer come easy? Heck no! But after intentionally defining and refining how I help my clients, I was able to have an answer to the “WHAT” question that left clients naturally asking “HOW” I do that. If you want to excel in your career, you must define and refine your career narrative.

I see a lot of LinkedIn profiles that talk about where they are currently rather than showcasing where they actually want to get to. I also see candidates that highlight how they can do various different roles for a company. And while I understand that some people are desperately looking for just any job at the moment, There is a saying that - 'when you try to sell to everybody, you sell to nobody' For HR / Recruiters, it can be confusing when looking at a profile with so many different types of job titles. And if there is any confusion then they more likely to err on the side of caution and move on to the next candidate. Be clear on the type of role you want and ensure your brand message aligns to this.

Who are your brand ambassadors? Brand ambassadors can help you share your brand when it comes to job search. Family, friends, former coworkers, business school alumni, former bosses, etc., who are willing to promote you at their current company or among their professional networks, can serve as your professional brand ambassadors. You can also be invited to lunch with their colleagues or asked to present on a topic you are knowledgeable about to increase your visibility. Your brand ambassadors can help you reach groups you may never have accessed otherwise, enabling you to share your credentials with them. Their recommendations are also influential. With their referral or endorsement, you can gain additional support in your job search.

Revamp your resume with a modern format that highlights your achievements relevant to each position. Use strong verbs and quantify results to showcase your impact (e.g., "Increased sales by 20%"). Make sure the skills you list match both your brand and industry needs. A powerful resume is key to getting noticed by recruiters and landing your dream job.

You’ve nailed the importance of updating and tailoring the resume / CV. Another tactic I suggest is adding a personal touch to your resume / CV. For example, include a heading where you succinctly state your core beliefs about work or as Simon Sinek would say Your Why. This can resonate deeply with like-minded employers and sets you apart as someone who not only has skills but also aligns culturally with potential employers.

Get out of your car (in your LinkedIn photo). Take a better photo. Employers will check your LinkedIn and your photo is the number 1 thing they look at. Make it professional. Put on a blazer, fix the lighting, and get rid of clutter in the background. Make it intentional. Not a photo cutting out your partner’s head or in a crowded restaurant. Remember, this is your Personal Brand. This is you telling the world (yeah, it’s online) that this is your best effort in marketing yourself to the job that you are applying to. Imagine that you are being honored at that new job (the one you hope to land). If you wouldn’t use your current LinkedIn photo in that announcement, you shouldn’t use it for your profile.

Don't just be another profile - make yours shine! Craft a stellar first impression: Professional headshot, clear headline showcasing your value, and a compelling summary highlighting your skills and experience. Become a thought leader: Share industry-relevant content to position yourself as an expert. Engage in discussions and relevant groups to boost your visibility. Build trust and credibility: Request recommendations and endorsements from colleagues to validate your skills and experience. By following these steps, you can transform your LinkedIn profile into a powerful tool that attracts recruiters and lands you your dream job.

Building on optimizing your LinkedIn profile, I recommend actively writing posts that reflect your expertise and insights into your career skills / strengths. This not only enhances visibility but positions you as a thought leader. Engage consistently with content related to your field, and comment thoughtfully on posts by industry leaders to increase your network reach and interaction.

If your professional brand isn't standing out, consider seeking feedback from industry peers or mentors. External perspectives can provide valuable insights into areas for improvement that you might not have considered. Additionally, don't underestimate the power of personal branding storytelling. Craft narratives around your experiences, challenges, and successes that resonate with your target audience, making your brand more relatable and memorable.

Keep in touch with relevant recruiters, network daily either in person or via LinkedIn or Gmeet, and stay active to be actively present. Also while a job search strategy is important, daily exercise, self-care, and completing own personal tasks can help to focus and get more ideas.