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DIFFERENTIATE YOURSELF FROM THE CROWD
By Louise M.
Kursmark
Over many years of working with executives in career transition, I've encountered some
tremendously talented people with truly stellar accomplishments. Yet all too often their
resumes and other career marketing materials don't do them justice - don't convey their
uniqueness.
Consider this: The top of the business pyramid is crowded with qualified executives.
Companies that are looking for leaders need to know more than simply the scope of your
responsibility or even the numbers you delivered. They need to know what it is that sets
you apart from the other, equally qualified individuals they are considering.
Are you doing enough to set yourself apart? Here are some ideas to think about:
- Do you understand your professional brand?
According to personal branding
expert William Arruda, a brand is a "unique promise of value."
What makes you unique is not just your experience or even your accomplishments; your
brand encompasses how you do things, your passions and values, your effect on others, and
all of the other factors that together make you one-of-a-kind.
- Make your messages persistent and consistent.
Before starting your job search,
form a clear picture of your brand - "who you are" - and incorporate it into all of your
career marketing communications - resumes and addenda, cover letters, "elevator" speeches,
follow-up documents, and so forth.
That way, every time people hear from you they receive a consistent message that, over
time, will burn its way into their memories.
- Relate your brand to real-world challenges.
One of the easiest ways to communicate who you are is to connect your expertise to
real situations.
Rather than saying, "I'm a chief financial officer," you might say, "You know how
companies have been getting into trouble lately because of poor financial controls? As
a CFO, I guarantee the integrity and accuracy of financial reporting so that financial
problems don't stunt our growth."
- Tell stories.
All job-seeking executives can recite a long list of qualifications, experience, and
accomplishments, but what really sticks in readers' and listeners' minds are the stories
and examples that illustrate your qualifications, experience, and accomplishments.
Become adept at relating your career successes in a clear, concise, logical fashion
that focuses on outcomes and impact. People will remember you as "the person who found a
new use for aluminum pop tops" or "the one who was able to get three warring unions to
work together for production costs that rivaled China."
Although they are very specific examples, stories convey broad themes. And because
they are so memorable, they set you apart from others.
Remember, your brand is your "unique promise of value." Be sure your career marketing
messages convey both the uniqueness and the value, and be clear and consistent in
delivering those messages throughout your search. The result will be stronger differentiation
and better-fit opportunities.
Check out these books by Louise Kursmark:
Louise Kursmark is an award-winning resume writer and executive career consultant who
has shared her expertise in more than a dozen books on career-related topics. For more than
15 years she has worked directly with executive-level clients through her private practice,
Best Impression Career Services, Inc. For more information about her services, go to
www.yourbestimpression.com.
She may be reached at LK@yourbestimpression.com.
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