Key ways to optimise your career brand reach & reputation

As recently touched on in my article in Brainz Magazine, the professional markets most of us operate in are becoming even more crowded and competitive (including globally via LinkedIn). There is also a high expectation among most target audiences that you'll have digital brand assets, whether you're a job applicant, a business owner or industry thought leader, or a well-established professional that wants to remain relevant and resourceful. And then there's the additional competition that many of us are now up against that is artificial intelligence (AI).

• On average in the USA (and beyond), there are 250 candidates for each job vacancy.
• Globally, there are around 100 businesses that are starting up each year.
• Around 80% of consumers want to feel they can trust a brand before investing in it.
• At least 70% of hiring managers now prioritise a strong brand over a strong resume.
• There has been a significant decline in clickthrough searches due to AI auto textboxes.

Whatever your professional context, it's essential to consider ways that you can differentiate, substantiate and resonate within your promotions and interactions. The main benefits of individual, convincing and relatable career branding include increased recognition, higher-level customer loyalty and advocacy, more powerful advertising and promotional impacts, lower price sensitivities, and a greater likelihood of others wanting to work/partner with you.

“Brand yourself as a thought leader, and your reputation will grow automatically.” (Forbes)

WAYS THAT YOU CAN DIFFERENTIATE

• Speak and exemplify a career brand that comprehensively promotes and represents you.
• Highlight your value-add offerings, whether that's from a former career or tertiary studies.
• Innovate and deviate in your professional offers, expanding on what others are providing.
• Develop and apply your own suite of industry terms or buzzwords that convey originality.

WAYS THAT YOU CAN SUBSTANTIATE

• Gather and incorporate brand-aligned testimonials from those that have worked with you.
• Share visual evidence across your digital assets, such as media images, reels and publications.
• Seek out co-branding partnerships, among likeminded professionals with their own following.
• Continue to expand on and interconnect digital assets, such as additional social media sites.

WAYS THAT YOU CAN RESONATE

• Identify and integrate target audience needs and expectations, verifying you 'know their pain'.
• Apply a mix of personal and professional, so prospects feel they know you and your branding.
• Interweave anecdotes and stories that highlight your core values, influencers and inspirations.
• Research each theme/topic you're discussing, backing up viewpoints with statistical evidence.

?? First and foremost, take the time to define your own specific career brand, underpinned by your values, objectives, influencers, wow factors and first-hand experiences. Clearly, consistently and constantly use this brand to promote and interact boldly and purposefully, underpinned by the above branding elements, and wait for those new opportunities to arise.