Personal branding is job security

Last week was rough. Layoffs dominated the news, making it feel like we were back in 2023. If you were affected by the layoffs, I am very sorry. I wrote a post with advice for your next steps.?

If you know anyone who has been recently laid off, please reach out to them and see how they’re doing. This can be a difficult time and your compassion will be much appreciated.?

I think these layoffs are the residual effects of 2023 and not an indicator for 2024. Companies over-hired in 2020-2022 to accommodate surging demands. In 2023, they recalibrated, and we saw massive layoffs. I am still hopeful for 2024, especially if the Fed slashes rates three times, as they’ve indicated they will do.?

WHAT’S YOUR BRAND?

All of this talk of layoffs got me thinking about the importance of personal branding. You might scoff at the idea of a “personal brand” - isn’t a brand just for businesses? Nope. Everyone has a brand.?

You already have a brand. It’s your reputation. It’s what people think about you when they hear your name.?

So what do you want people to think about when they hear your name??

A strong personal brand is essential to your career development - it helps you find a new job easier and get promoted faster. A personal brand is not selfish. It is job security.?

HOW TO CREATE YOUR BRAND

Make two columns: 1) How I am perceived today and 2) How I want to be perceived in the future. Now, when you’re working on your brand, be intentional about how you want to be perceived.?

For example, if you’re switching industries - say, from banking to HR - you want to shed the banking identity as your brand and become more well-known for your interest in HR.?

Likewise, if you’re happily employed and want to get promoted this year, you might aim to shed any negative associations with your “old brand” and focus on how you can position yourself for a promotion.?

THE MAGICAL PHRASE?

If you can answer this, you’ve got your brand nailed …

I help ___ achieve ___ by doing ___.?

It’s deceptively simple. It’s difficult to write. Companies will spend weeks coming up with the perfect tagline, and you will too. Keep writing different versions of this sentence. Write paragraphs if you need to. Get the ideas out. You can always edit later.?

I help ___: Who are your target employers/clients?

achieve ___: What do these target employers/clients get as a result of working with you??

by doing ___: What is your process to bring these results? How does your background/skills/talents/experience help??

JOIN ME NEXT WEEK!

I’ll be on LinkedIn live on Tuesday, January 23 at 1:00 pm EST. I will be talking with the talented Devon Bruce, who coaches non-native-speaking medical professionals and runs the English Communication Academy. We’ll be talking about two big topics:

1. The ever-present IMPOSTER SYNDROME and how to kick it to the curb
2. Personal branding and how to position yourself for a new job or a promotion?

I hope you can join us!

IT’S A MARATHON, NOT A SPRINT

Personal branding is a long-term strategy. It will take months to gain traction on your branding efforts, whether that’s advocating for yourself more at work or posting more industry information on LinkedIn. Don’t give up; consistency and clarity are the keys to personal branding.??

To your success,

- Emily

Thanks for reading this newsletter. I share practical career advice about looking for a new job, entering a new industry, or coming back to work after a career pause. Topics include job search tips, personal branding, networking, LinkedIn, and building career confidence. The job search sucks. Let me help you make it a little easier.

To receive the newsletter over email, sign up on my website.

To receive the newsletter over LinkedIn, click here to subscribe.

EMILY WORDEN is a certified professional career coach helping driven job seekers get hired, get paid, and get more confident in their personal and professional lives. She helps mid-career professionals with career transitions, whether they want to move into a new industry or return to work after a career pause. Emily created a proven five-step method to help people find jobs they love for more money than they were expecting - the typical client receives a job offer in three months with a 20% pay increase. Kick your career in gear at www.emilyworden.com.