Personal Career Brands: A Competitive Edge

There has been great debate over the years about the concept of career branding and what a brand may or may not do to gain the leverage necessary in a competitive hiring market for communications professionals. Some communications pros are of the school of thought that a good career path and a résumé packed with solid companies should speak for itself. But in today's marketplace, becoming your own chief branding officer is an imperative, whether you're seeking a new role or simply looking to advance in your current organization. The tight job market demands that you differentiate yourself from droves of other candidates. But even in a strong job market, you should go into a search process with a career "brand" in mind: When you're being heavily recruited, it becomes intoxicating, and you could make a critical mistake if you don't have a path for your career in mind.

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