How "Over-Branding" Can Cost You The Job

Dear J.T.,

I worked with a resume writer earlier this summer who helped me revamp my resume and LinkedIn profile. Since then, I have seen a lot of traction on my profile with a number of recruiters coming to me for roles. I am noticing that some of these positions are at least two to three times the salary that what I currently make. It's flattering, but when they ask my current salary comes up in discussion it often turns them away. Is there a way to tackle this especially with a large salary increase? It's also been a setback for me when I apply for roles further up the corporate ladder especially when I feel I qualify and the salary would be a large increase over what I currently make.

This is good example of "over-branding," and it's hurting this young man's job search. Here's why...

Recruiters Don't Like False Advertising

One of the biggest mistakes I see job seekers make is thinking if they just get a better looking resume, they'll get a job. (Honestly, resumes are useless without this.) That's like giving a broken car a paint job and thinking you can sell it as new. When you choose to work with someone on the marketing tools for your job search, you should make sure they provide an accurate and balanced view of who you are. Making you sound too good to be true is an issue. As in this case, where recruiters are calling as a result of the branding and determining the job seeker isn't as senior as his resume indicates. While this young man feels it's his salary that is holding him back from getting better jobs, it's not. It's his inability to back up in the phone screen what he's conveying on paper. He could very well be ready for that promotion and have all the talents listed on the resume. However, something in those interviews is telling recruiters there's a disconnect between the brand and the candidate. That's over-branding! If you don't fix it, you could lose your job search mo-jo. (If you've already lost it, here's how to get it back.)

Want a Better Job? Start From the Beginning

To get a better job, you must start by understanding what your real value is. Don't let a resume writer come up with it for you. You need to follow a process for uncovering your strengths and directly mapping them to how they save or make a company money. Only then can you build the marketing tools (ie. resume, LinkedIn profile), that support your value. More importantly, when you get contacted about positions, you'll be able to confidently articulate your expertise and how it justifies a higher salary and bigger position. Selling yourself is part of the process. A resume and LinkedIn profile can't do that for you. It's up to you to build your brand from the inside out so that it is aligned properly with who you are as a professional.

4 Tips When You've Over-Branded

If you're like this reader and have potentially over-branded, here's what you need to do:

1) Do a complete professional strengths assessment. You must determine how you are perceived in the workplace and what your greatest value is to employers at this time. If you can't explain how you save or make enough money to justify your salary, you aren't ready to market yourself. [This article teaches you how to determine your worth.]

2) Re-build your resume and LinkedIn profile. You need to reflect an accurate, quantifiable picture of your professional history that emphasizes your strengths and focuses on your specialties (don't be a jack-of-all-trades!). 

3) Work with someone on your interview preparation. You need to ensure you are confident and clear when speaking to recruiters and hiring managers. Especially, when it comes to behavioral questions, which are designed to determine if you really are as good as your resume and LinkedIn profile claim you to be.

4) Build a proactive job search strategy.  This enables you to have more control over the brand message from the beginning. You should have an interview bucket list of employers you want to connect with and reach out to people who work there to establish relationships that can lead to you being referred to the internal recruiting team. Referrals make up 80% of all hiring. Why? The third-party credibility from someone makes the recruiter want to screen you "in" instead of screen you "out."

BONUS: How To Reconnect With Recruiters Who Dismissed You

Just because some recruiters decided you over-branded yourself, doesn't mean you can't get a second chance. Once you've done all of the above, I suggest you reach out to each one and say,

"You were kind enough to interview me for the ___ role. I know you felt I wasn't qualified. I've been doing a lot of research on your company and am impressed with it's ____(insert their product/service). I was wondering if you might tell me the best way to stay on your radar screen for other opportunities? I'd like to be proactive and keep in touch in hopes I can earn a position with you someday."

This simple statement shows you're making an effort get hired and could open up the conversation again. Remember, you've got nothing to lose and it's up to YOU to sell yourself. Why not try to get a foot back in the door with this technique?

P.S. - Have we met yet? First, thanks for reading my article! I have the privilege of being the CEO of CareerHMO.com. Besides writing for LinkedIn, I also write column for INC Magazine is called "Workplace Referee." I invite you to CLICK BELOW on some of my most popular articles:

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