Executive Resumes, Personal Branding & Executive Job Search

What do you do when you have a well-developed personal brand in terms of your attributes and style but a muddy one in terms of your career brand? 

Because "what you do" is part of your personal brand, your brand naturally morphs as your career evolves. You will become known for what you do in your most recent position. Your personal traits such as "inspirational," "passionate,""never gives up" usually remain constant.

But, branding gets more complex when you are in job search mode and want to leave open the options of 2 different career directions.

Many managers and executives in technology - the folks I work with - have 2 career objectives. In terms of preparing their resume and other marketing documents, their personal / career brand will change depending on the skills/experience/talents they want to be emphasizing for the particular job. 

Say in one case the individual wants to present herself as a PMO expert and crack large program manager and in another as a VP of IT. She will need two sets of documents.

The tricky part comes when she has to present herself to her various audiences: LinkedIn, blog, Twitter, networking contacts etc. The ideal solution of course would be to do more career and market exploration until you have just one target. But, when that isn't going to work, you need to frame the career part of the personal brand more broadly to encompass both areas: "IT executive with strong PMO and large program management credentials."

When your goals greatly diverge, such as in the case of a serial entrepreneur who has worked in 3 different sectors, I recommend holding off on writing the LinkedIn Profile until your goal is clearer. It doesn't make sense to represent yourself as someone who is a CEO, COO, Sales & Marketing VP, Business Development Executive, Director of IT, and Finance Manager, even though you have played all these roles. You get the picture.

Obviously, a brand is more powerful if there is a clear and logical progression in your career, but very often this is not the case. So your personal / career brand must be considered dynamically and handled in a context-dependent manner. Here's where the attribute "good judgment" comes into play!

What is the acid test of whether your personal brand as expressed in your executive resume will help get you your next job? This story illustrates the answer:

I worked with a technology executive to write his branded executive resume and brand bio. I heard back from him in a couple of months in the form of a link in an email. I clicked through and read the article announcing his appointment as CIO for an organization experiencing rapid growth. Congratulations to him!

As I read the article more carefully, I noticed that the two reasons the organization stated for selecting him were the two components of his brand that we had showcased in his resume and bio.

It struck home to me then that personal branding is not just an optional exercise. The value proposition and value-adds that you use to represent yourself are absolutely critical to getting your next job.

When writing your executive resume, bio, cover letter, or blogsite copy, be sure that the ONE THING you do best and the SUPPORTING PERSONAL INFORMATION are what the employer really needs - a lot!

In the case of my client, the hiring organization immediately picked up on his brand that he was extremely skilled at ramping up technology functions to enable exponential corporate growth and sought him out. So, in their need to find someone to help them with their "pain" - the fact that their technology infrastructure was not adequate to provide for planned growth - my client was the answer to their needs.

We also, in his bio, talked about another key component of his personal brand: he is highly committed to mentoring up-and-coming technologists. He initiated programs and provided other kinds of leadership both within and outside of his corporation to help reverse the prevailing scarcity of skilled IT personnel. The article pointed out that his commitment was an additional fact about him that made him a valuable hire.

So, to test whether your personal branding will be effective in your resume ask the question: "Have I made it crystal clear in a 10-second read that I am the solution to a company's needs?" And: "What makes me interesting and distinctive and gives me a competitive advantage over other applicants?"

If so, you will stand out amidst the flood of other applicants and land interviews. You can then use your career and personal brand in interviews and salary negotiations to get the offer and negotiate your compensation at the high end of the range. Personal branding is the "gift that keeps on giving!"

The other day, I had several messages from someone I didn't know. When I called the man back, he said, "Do you remember me? I was your census taker?" Then he went on to say, "I called you because you seem to be outgoing (I'm an introvert) and upbeat (hmmm), and you might be interested in a multibillion-dollar company I'm connected with. I told him that I have a business of my own, and he said that I'd be doing something completely different from what I'm doing now (he looked me up online). He said, "Let's have coffee" and "Here's a website to look at."

He was so mysterious that I went to a similarly unrevealing website that looked to me as though it was a pyramid scheme and the former census taker was just looking to harvest prospects (from people he met in the census, researched, and approached!)

I found myself taken aback that someone would use information he found that way (possibly illegally?). He had used what he found out about me online to try to enlist me in his scheme.

A second instance happened in my life this week too. This one related to the connection you make when you do an online video where you are speaking to your target audience. You put it up to address that audience. But it doesn't feel great to have someone not in that audience or in the industry make assumptions about you that they then act on.

Now that having a strong online brand is increasingly de rigeur for professionals, managers, and executives (and just about everybody!), don't we all become at risk of becoming known - not just by the employers who might want to hire us or the customers/clients we'd like to do business with - but by people willing to exploit what they have learned about us to try to manipulate us for their own ends?

I'd love some reaction to the following questions:

* Does anyone else out there feel uncomfortable at times that the whole world is able to find out what you are "known for"?

* Does having a video of yourself in cyberspace make you feel more vulnerable or exposed than text alone would?

* Where do you draw the privacy line in terms of what you put online?

* Is your personal brand something you want everyone to know, and, if not, how do you protect it and still get a job or do business?

Although it's a little strong for my experience with the ex-census-taker (or maybe not), a gospel verse popped into my head: "Don't cast your pearls before swine, lest they suddenly turn to attack you."

Personal branding is, or should be, all about authenticity, and as such, is revelatory of the "personal" as well as the brand. Isn't it the "personal" part that places an individual potentially at risk?

But, for all these concerns, is a personal brand kept out of the public domain, like the tree that falls unheard in the forest, a brand at all?  Jean

There are certifications in many areas, including public safety and homeland security, human resources, and auditing. To stay in IT, you can increase your eligibility for IT jobs in healthcare by getting a healthcare IT certification. Hiring in this area can be expected to be strong as healthcare delivery becomes increasingly IT-dependent.

This is a sample of my local community college's offerings: there is a new Energy Utility Technology Certificate Program meant to help meet the "urgent, long-term need" of utilities for these specialists. Utility SmartGrid initiatives will be requiring IT employees and others. Biotechnology Technician is another certification that is offered that, like the energy certification, requires an internship, giving you real-world, valuable experience with an employer that would give you an edge in hiring. Computer Forensics Certification. Dental Assisting. Many others.

Earning a valued healthcare certification may help you change your career. As the population of aging Americans grows, more services will be needed. There are many clinical-professional as well as administrative certifications in healthcare. Some in-demand jobs with certifications are: MRI technologist, radiation therapist, and nuclear medicine technologist. There are other certifications that promise to be growth areas as boomers age such as Certified Life Care Planner and Certified Life Care Manager, as well as Medicare Set-Aside Certified Consultant.

3. GET CREATIVE, FOLLOW YOUR PASSION, AND CHANNEL YOUR INNER ENTREPRENEUR. On NPR's "On Point" radio program on "Life After Layoffs," the discussion centered around a film, "Lemonade," about what the laid-off executives of a Manhattan ad agency went on to do when it was clear there were no jobs for them. One exec profiled turned his avocation into his vocation. He left Manhattan for a studio upstate and now sells enough of his paintings to live well in a less-expensive region. (The strategy of reducing your expenses and/or changing your lifestyle is one that can help you make the transition away from a big paycheck and towards a more meaningful career.) One exec became a yoga and holistic health counselor. Another became a career reinvention coach. One caller took his passion for European car parts and turned it into an Internet business.

Many people's successful alternative careers are heavily dependent on technology for making products and on the Internet for selling products and services.

Wired Magazine (Feb. 2010) predicts that a new industrial revolution is in the making "in an age of open source, custom-fabricated, DIY product design." Now that individuals are able, without a high capital outlay, to use computers and 3-D printers to design and prototype new products and then outsource custom, "small-batch" manufacturing to China, many small entrepreneurs are successfully bringing their products to market. Some examples? A kit car manufacturer. A company that makes accessories that interface with Lego blocks. Bike components. Customer furniture. Noise-canceling wireless headsets. If you have a great idea for a new product, you may be able to grow a business from your garage.

IN SUMMARY. If you are out of work and feel out of options, these new directions might spark an idea for you that could result in a rewarding new career. With the fast pace of technological change, the vicissitudes of the market, and an increasingly global economy, it makes sense for everyone - jobless or not - to be thinking about having an ace up their sleeve and an idea about how to adapt to "what's next."