One of the Most Common Things Job Seekers Need Help With

personal brand statementMy mother always told me not to worry about what people think of me. Good advice… except when in a job search!

When in search, what people think of you is key, and what they think of you should be consistent and summed up in a personal brand statement… or what is commonly called a tagline.

My career strategists routinely mention that one of the most common things they need to help the members they work with to develop is the ability to speak concisely and compellingly as to what value they bring.

In other words, a compelling personal brand statement is one of the biggest needs of executive job seekers today.

So what is a personal brand statement, you ask?

Simply put, it’s a one-line statement that says, “This is how I add value and this is my methodology.”

Here are some examples:

  • Setting Policy to Drive Growth through Board Memberships
  • Generating Revenue through Marketing Creativity and Business Acumen
  • Moving Companies Forward with Innovative HR Strategies

The statement must be a concise future-focused message about the value you bring, 3-8 words that distil down an entire résumé’s value into essentially a bumper sticker. Probably starting with an “ing” word, it needs to roll off the tongue authentically and easily because it’s inherently who you are – you say it because you live it each and every day, and people who have worked with you have no trouble believing it and repeating it when you’re not in the room.

The words should make people think of you. They’re basically like a picture of you, just with words rather than pixels. When someone hears your personal branding statement they should say, “Yes, that’s (your name)!”

The greatest challenge is finding the right few words that capture who you are and being able to say them with authority and authenticity. Often, people find it difficult to do this themselves, which is why ExecuNet strategists routinely work with members on personal brand statements. We tend to be too caught up in our own story, too close to our own history to be objective or to sum up our own value. It’s a good idea to get help bringing to the surface things you may not be aware of that will make you stand out at the top of your résumé and position you in a meaningful and compelling way when networking.

In today’s executive job market one needs a personal brand statement. How’s yours looking?

Mark Anderson

Mark Anderson

Mark Anderson is ExecuNet's president and chief economist. An Arjay Miller Scholar, Mark received his MBA from Stanford University and a BA in economics from Yale University. He joined ExecuNet in 1993, with extensive marketing and new product and business development experience, having served as president and founder of A&M Associates, an investment management firm. Mark's corporate leadership experience includes several senior marketing and financial positions with RCA Global Communications (a GE subsidiary) and American Can Company.

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