Branding Cohesion? Huh?

One of my colleagues posted the following:

Ensure branding cohesion:

— Align your resume and LinkedIn messaging.

— Create a unified narrative of your career story.

— Make life easier for recruiters by staying in sync.

Aren’t they all the same thing? Branding consistency and cohesion.

But that’s not even the part that gives me a headache.

Create a unified narrative of your career story.

What is a unified narrative? What does that even mean? What should you leave out and what should you include to make it unified? Even if I could answer that, I don’t think that your overall career story is enough.

If your career story includes what you did and the skills / tools that you used, then you might not get the job. Maybe not even an interview.

Why not?

All your competition for the job has used the same tools (more or less) as you to get the job done.

All your competition has done the same tasks and has had the same responsibilities (more or less) as you.

People who are transitioning to your field from another field will tell their career story while claiming general, unhelpful, and non-unique transferable skills such as communication, management, leadership, and troubleshooting.

So, unfortunately, your career story is not unique and it doesn’t help you here.

What is unique and helpful are your results. Your achievements. Your impact. The way you have made companies better.

So, yes, align your materials and messages (resume and LinkedIn). But don’t make the alignment about your career timeline. Make all your materials about how you make companies better.

That’s branding cohesion that actually works.

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Land a better job, sooner.

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