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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