The most recent economic downturn has led to near record levels of professionals out of work. Others are underemployed, serving in positions beneath their skill set and outside of their area of expertise. Still others are gainfully employed, yet seek new opportunities for career advancement.
Regardless of one’s situation, professionals can leverage their personal brands to gain a competitive advantage.
Ultimately, a personal brand should reflect the value a professional is capable of providing, regardless of their current position. In other words, the strength of your personal brand now has the ability to shape your future.
Recently, my friend Sally and I scheduled to have lunch. We decided to meet at Sally’s office in downtown Los Angeles and walk to a lunch spot from there. Upon entering Sally’s office’s reception area, I walked to the front desk, introduced myself to the receptionist, Laura, and asked if she would let Sally know that I had arrived. At no time did Laura greet me, smile, or offer a seat in the waiting area while she contacted Sally. The thought of offering me a beverage while I waited clearly never crossed her mind.
A week later, I was scheduled to give a lunchtime presentation on personal branding and reputation management to a group of professionals across town. I got off the elevator and approached the receptionist, Libby. She looked up from her computer, smiled, and before I could introduce myself said, “Good afternoon. You must be Jonathan. We’ve been expecting you.”
Essentially, Laura and Libby are in the same role, but the manner in which they perform it couldn’t be more different. Without knowing their employment backstories or aspirations, it was clear to me that Laura was merely meeting the minimum required of her, while Libby was performing her role at the highest level possible. She had bloomed where she is planted.
Everyday, professionals are hired for reasons that have less to do with their areas of expertise and more to do with their professional decorum–attention to detail, outgoing personality, positive attitude, resourcefulness, and likability. It is these personal-brand conscious professionals who are more likely to receive growth and advancement opportunities.
Distinguish yourself and strengthen your personal brand by focusing on the following:
- Responsiveness – respond to emails and voice messages in a timely manner, even if it is to let the person know you have yet to complete their request
- Regular communication – be proactive at communicating the status of a request, whether is has been accomplished or not
- Set proper expectations – consider bestselling author Tom Peters’ formula for success: Under promise and over deliver
- Deliver on deadlines – don’t make a commitment unless you know you can meet it
- Be a resource – if you personally can’t fulfill a request or a certain aspect of a request, go out of your way to make a referral to those who can fill in the gaps
Advancement in all areas of life await each of us. Focusing on your personal brand is one way to prepare now for the day when opportunity knocks. Will you be ready when it does?
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In a service business (and unless you make steel or cars, you’re in a service business) you have to make the customer/client welcome to succeed. Make them happy they called you, satisfied their interaction with you accomplished their objectives, make them want to repeat the exchange. Too often the pressures of the day make us regard client phone calls and visits as interruptions from our “real” work. But their, not our, needs are what’s important. A service job does not mean we have to be servile, but we do have to serve. It took me the better part of five years of professional life to understand that.
I have told my son, who labors at small jobs while trying to advance his music career that no matter what the task is, he should put his personal stamp (translate: brand) on it and do it with passion. Even if it is menial, he will not only feel much better about himself, but the positive karma will come back to him. Giving less than your very best in any area of your life ultimately spreads to the others.
“As always, Jonathan has spot on advice. Keep your skills sharpened and always be the face of the company, in the office or in life….you never know when an opportunity is out there looking for the right person.”
Another great post, Jonathan! I agree with you 100% that by following your five suggested rules will enhance their personal brand and also strengthen their professional credibility.
Thanks again.
I love your analogies. So few companies realize that their receptionist has a role in shaping their brand. You get it. And make us think about branding in a new way. Thank you.