For a recent episode of ExecuNet Master Class, we were joined by Don Weintraub. Don was a recruiter for 15 years and now heads-up ExecuNet’s career strategists group. In this class, Don shared what works in today’s job search marketplace based on his extensive experience and ExecuNet research.
Because of the enormous member interest in this program, we’ve written a series of posts to break the program down into bite-sized portions. In this post, we share some of what Weintraub had to say about the importance of a value proposition and brand statement.
“The job search process is a marketing and sales process with one winner and many second place finishers. Our research tells us that to make the short list, you must first capture a résumé/profile reader’s attention in 10 seconds or less,” said Weintraub. The key to capturing attention is a short, impactful, eye-catching personal brand statement and value proposition. Unfortunately, most candidates are unclear about what makes them unique and what their winning edge is. The vast majority of the time, when asked what their value proposition is, Weintraub and his team have found candidates do not have a compelling statement. This is a huge area of need for job seekers and one that needs to be worked on before anything else.
The value proposition must be concise and located at the top of the resume. When defining your unique personal value proposition, make sure it’s more about you than about your previous jobs. That information is already in your résumé. The value proposition must be a combination of what you are and what you bring that others do not in a short statement that will entice readers to continue reading your resume to see your specific work experience.
The personal brand statement is like your individual slogan. Located at the top of your résumé next to your name and after your name in your email signature, this very short statement sums up who you are professionally. For example, Weintraub’s is: “Delivering Constructive Candor” because he is known for providing constructive feedback that is refreshingly candid. This short statement allows people to attach a quick “slogan” to your name, one that reminds that what you are all about.
Next time we will share what Weintraub had to say about world-class personal marketing materials.
Listen to Must Haves for a Successful Search
to hear Don Weintraub talk in detail about value propositions, brand statements and how you can dramatically improve your job search results.
ExecuNet’s original series, ExecuNet Master Class, transforms the world’s leading community of the brightest business thinkers, top leadership experts, and trusted executive career advisors into your own personal network of instructors to help you do your very best work and take your career where you want it to go next. Our goal is to provide you with 365 days of inspiration to help you meet every career, business and leadership challenge that you encounter.
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