As we near the middle of summer and recent graduates begin to embark on their first job search, the inevitable question always comes up: "How do I differentiate myself from the
rest of the pack?"
Building what I call the 'brand of you' is critical in a business world where corporate loyalty has almost completely disappeared. By differentiating yourself from
competitors, clearly communicating your strengths, building strong connections, and providing a perceived value-add, the brand of you can materialize, and employers will take
notice. You should be your most important client.
Recently, I spoke at the Council of PR Firm's Internfest, where I addressed over 75 interns from 10 different New York-based public relations agencies. According to Donna M.
Renella, vice-president of talent for Weber Shandwick and HR chair for the Council of PR Firms, "Internfest is a chance for our local interns to come together and spend a day
networking, forging new relationships, and learning from seasoned professionals in the industry."
Prior to Internfest, Peppercom surveyed all attending interns to gain perspective on how they viewed their first job search process. To provide additional perspective we also
surveyed mid-level employees at various agencies. We asked an array of questions including perceived level of preparedness for an interview, how important personal connections
were and how job candidates differentiated themselves. The following were two interesting findings:
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Nine out of 10 interns surveyed said they are relying solely on personal connections to get them their first job.
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59% of those polled only felt somewhat prepared for the interview process.
The findings struck a chord with me and got me thinking about how imperative it is when starting your career to learn how to market and differentiate yourself from the get go.
While connections can get your foot in the door, how you package yourself and present your work will determine how well you set yourself apart from the rest.
Don't get me wrong - continual networking is a crucial part of establishing a career. But, as you move up the food chain, it becomes more about what you have accomplished and
how you present yourself than who you know. Statistics show the average person may have up to seven different jobs in his or her career. With this constant change, how you build
and nurture the brand of you is essential.
The PR industry is known for having extremely high turnover rates. As a result, the individual is solely responsible for the path his or her career takes. It's up to you and
you alone to think strategically and be proactive in differentiating yourself.
Some of our most successful employees at Peppercom have mastered the art of treating themselves as a brand. Consider the following examples of creative "best practices:"
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One employee saw a need for our staff to develop and grow their networking skills. He worked with management to create a series of in-house simulations of actual
cocktail receptions and helps us train staff at all levels in the skill of networking.
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Another person who possessed a deep-rooted personal interest in Web 2.0 leveraged his passion to become a thought leader in the agency for "all things digital." He went on
to create a new service offering for the firm that he now directs
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Earlier this year another account executive conceived a job swap that resulted in making significant changes to the way we do business. Both my partner Ed Moed and I have
"swapped jobs" with two junior account executives and uncovered ways in which to enhance productivity and streamline processes. Due to the success of the swaps, we are now
implementing the concept in our London and San Francisco offices.
Each one of these individuals took important strides in building their own brands. And, their accomplishments will continue to set them apart as they continue along their
career paths.
Ultimately, it is up to you to discover and create new opportunities to advance your career. By identifying an organization need and relating that need to your personal
strengths, you will be able to create fresh ideas and stay top of mind with management.
Creating an individual brand isn't easy. That said, take a few minutes each day to think of a smart and strategic way to nurture the brand of you. You do it for clients
everyday. Now it's time to apply those same skills to building the brand of you.
CONTACT:
This article was written by Steve Cody, managing partner and co-founder of Peppercom and member of the PRSA Counselors Academy's Executive Committee. Steve can be reached at
[email protected] or 212.931.6100.