You Have a Brand. Here's How to Use It.

Regular readers of this newsletter know that I like to talk about branding from time to time. Why? Because it's important.

No one knows that more than Aliza Licht , who is the founder of the Leave Your Mark brand and consultancy. Her new book On Brand walks people through the ins and outs of building a brand to get ahead at work and elsewhere.

I had a chance to ask Licht about her new book and how it can help job seekers, people growing their careers and anyone looking to shape their reputation and image.

Andrew: There are so many people in the working world who likely think a personal brand is just for certain people, like celebrities or influencers. What would you say to those people who may shrug it off because they work in retail, accounting, construction, and etc.? Should they have a professional brand?

Aliza: Creating a personal brand is not about being famous or becoming an influencer unless that's something you strive to be. It's about aligning self-reflection with public perception. It's about building equity in your name and communicating who you are, what you align with, and what you do well. It's about providing value to the people around you and getting the credit you deserve. Having a strong personal brand means that your name gets dropped in rooms you're not in and that you're thought of for opportunities other people haven't even heard of yet. Who wouldn't want that?

?In On Brand, I ask readers to consider how they show up in any medium. That can mean in a meeting at work, over email, on social media, or among your peer networks. Everyone, no matter what they do or what stage they are at in their career, leaves an impression with every interaction.?

The most important question anyone can ask is, "What do I want to be known for, and am I shaping that narrative to make sure other people see me that way?" That answer might be, "I want to be known as someone great to work with so that people recommend me for opportunities." What steps are you taking to make sure that's the case??

?Andrew: You talk in the book about how not everyone should bring their whole selves to work. I totally agree. How can people know which parts of themselves should be brought into their professional brand?

Aliza: People always need to remember their audience and the environment they work in. Who are the stakeholders responsible for their growth? The mental filter people should use in considering what parts of themselves should be brought to work is simple:?

1. Ask yourself if sharing will:
2. Add value to your reputation??
3. Help you progress and reach your goals??
4. Be valued in the company culture you work in?
5. Have downsides once shared?

Andrew: You talk in the book about how you can affect a company's brand, but your coworkers and your employer can also affect your own. What should job seekers consider when weighing job options? How do you know the brand you're aligning yourself with isn't a liability?

Aliza: Job seekers need to do the same due diligence that employers too. That means canvasing their network for people who might know what working at that company is like. Aside from a role's salary, a company's culture is the second most crucial factor in deciding where you work. Understanding what flexibility looks like or if the environment is toxic can save you from making a huge mistake. Fun fact: You can't just rely on sites like Glassdoor because companies that have bad reviews also plant positive ones to counteract those. A company's bad reputation, especially if founder-led, can reflect on its employees because it can make anyone wonder, "How can you work there?" In On Brand, one of the first mental gymnastics exercises tests the reader's belief system. Every great brand has a set of core values, and so should personal branding.

Andrew: Similarly, for people who are already employed, what should they do if they realize that their employer's brand or their coworkers' brands are tarnishing their own? I'm thinking of people who worked at Twitter or SVB.

Aliza: Employees are not responsible for the decisions leaders make, especially when new management takes over. A company's reputation can change with a new CEO or a public scandal, even when it was previously highly regarded. We saw this play out at both Twitter and SVB. At the point of a crisis or a massive shift in strategy, employees need to ask themselves if their core values and belief system still align with their company's. If the answer is no, it's time to look elsewhere. That said, it's not a five-alarm fire. Unless it's a mental health situation, I would only advise people to leave after securing another job.

?Andrew: We talk a lot about pivots in the career world. I know you also mention pivoting in the book. If you realize that you want to change careers or do something new, what do you do? Can your brand help you?

Aliza: What we do today may not be what we do tomorrow, which is one reason I wrote On Brand in the first place. Our identity cannot be the company we work at, and in my first book, Leave Your Mark, I coin this as suffering from "Last Name Syndrome," where your real last name gets replaced by the company. For example, for 17 years, I was Aliza from DKNY. In this book, I double down on the idea that the goal should be for your name to mean something on its own. It's actually one of the reasons that I don't mention the companies my guests work at in the Leave Your Mark podcast episode titles. It's also one of the reasons the LinkedIn headline should be used to speak to how you identify professionally versus repeating your title and where you work. Your experience comes with you wherever you go. It doesn't matter where you do it. That headline on LinkedIn is prime branding real estate to ensure you are shining a light on yourself and the aggregate of your experience. Listing where you work is for the experience section.?

The first step in pivoting is connecting the dots between what you do now and want to do. What are those transferable skills? What are you missing? I always advise my mentees in the Leave Your Mark Community to print out a few examples of job listings on LinkedIn with the role they are searching for and compare what those jobs are listing as skills and requirements to their resumes. Circle the keywords that are reflected on those (job descriptions) that are consistent across companies. Those are the words you need to ensure you're mirroring back on your resume. Next, identify a strategic list of job targets and comb your LinkedIn to see who you might be connected to that knows someone at that company. Having someone walk in your resume on your behalf is always better. Last, ensure you communicate to your network what you are looking for! If they don't know, they can't help you!

Andrew: Lastly, if there is one piece of branding advice you can give to job seekers or people growing their careers, what would it be?

Aliza: If you don't do the work to position yourself and share who you are with intention, you're missing an opportunity to be seen in the way you deserve to be. Remember, in the absence of your story, people will happily create their own for you. Without hearing your voice, people might not be able to view you or the value you deliver clearly. What's on brand for you is your secret recipe. No two people are the same. Lean into your unique qualities, and double down on what makes you, you.

• You can follow Aliza on LinkedIn by clicking here . Additionally, you can order her book by clicking here .

Did you ever meet an executive or even a coworker that had an incredible quality that just commanded the room? You can't put your finger on it, but they just have "it." Well, it's likely their presence. While presence may come naturally to some people, others sometimes need to work on it. If you're one of those people, how do you build an authentic presence that represents you and your brand? My guest on the latest episode of my #GetHired podcast is my former colleague Lorraine Lee , who was named one of 2020’s Top Virtual Keynote Speakers. She often presents to professionals from Fortune 100 companies on how to boost their professional presence. She teaches us how to roll with the punches and emerge from blows stronger than before in the latest episode of #GetHired with Andrew Seaman .

You can find a transcript of the conversation below. Also, you can listen to the episode above or by clicking here .

Lorraine also joined my LinkedIn News colleague Brandi Fowler on Monday to answer LinkedIn members' questions about building a presence. You can catch a replay by clicking here .

COMING UP:?

Just like in music, hiring managers have a selection of greatest hits when it comes to job interviews: tell me about yourself; what are your greatest strengths and weaknesses; and etc. Why do they ask these questions? Well, they can be pretty effective when trying to learn about a candidate. Tiffany Uman , who is a career strategy coach, will join me on the next episode of my podcast to let us know the best way to answer these questions. She'll also offer some helpful advice for calming interview-related anxiety and more. Follow my podcast wherever you like to listen, including Apple Podcasts , so you don't miss the episode.?

• Are people addicted to 'workism'? (By Todd Dybas ) The history of work evolved from necessity to pursuit, writes The Atlantic's Derek Thompson . Work was primarily a way to survive — farming, carpentry and transportation. But modern white-collar work hinges on a sense of achievement and progress, which leads to a new form of addiction Thompson calls "workism." While participation and trust in other institutions dips, Thompson argues, "the workplace has, for many, become the last community standing." He also notes an ongoing work revolution occurring because of remote work and the emergence of AI. Click here to see what people are saying about it .
• Do 'passive' job seekers have an advantage? (By LinkedIn News ) It may seem counterintuitive, but Workplace Intelligence 's Dan Schawbel says “passive job seekers” (aka people looking for a new job while they’re already employed) are “perceived as more valuable whether they are or not.” If you’re unemployed and searching for a job (aka an “active job seeker”), Schawbel recommends “doing other things while you’re searching for a job” to position yourself as more valuable to employers. Click here to learn more .
• Why you need to learn how to learn. (By Jessi Hempel ) Ari Shapiro has forged an adventurous meaningful career out of just one skill: he has learned HOW to learn. If you're clutching your liberal arts degree right now, you get it. When we learn how to embrace our curiosity and move in the direction that it takes us, infinite opportunities present themselves! This week on the #HelloMondayPodcast , Ari shares what he has learned over decades of doing the next right thing. Click here to hear the full conversation .

If you remember when in-person job interviews were the norm, you probably remember the advice to sit up straight and make eye contact to make a good impression. Well, what do you do when interviews are over Zoom or another video software? Also, what about sending thank-you notes? Will digital do? This LinkedIn Learning course will teach you the basics of digital body language. You can watch it below or by clicking here .