The brand of you

With countless college seniors about to graduate and enter the workforce, many are naturally beginning to sweat the process of landing that first, full-time gig.

Having addressed many student groups (and about to speak to two separate classes next week at the University of Vermont), I can tell you that interviewing and resume writing are top-of-mind for the business, marketing and communications students with whom I speak.

When I address them, I tell students to think of themselves as a discrete brand. Like a brand, they need to:

– differentiate themselves from competitors

– address their strengths

– connect and resonate with the end user

– provide a perceived value-add

College seniors can do so by creating what I call "the brand of you." This includes:

– writing a resume that clearly and concisely establishes a short-term career objective, lists any and all relevant work experience and suggests how you’ll be able to hit the ground running (waiting tables at the local TGI Friday’s isn’t going to land anyone a job).

– "connecting" with the interviewer by asking what business-related pain points are keeping him or her up at night (i.e. "What’s your number one business issue?"). Based upon classroom or real-world experience, suggest ways in which you might be able to ease that pain (i.e. If the interviewer suggests the firm hasn’t had much success connecting with prospective customers, suggest things you might have done in work-study/intern assignments or, suggest doing some research and following up with a few recommendations).

– develop three key points about yourself that, regardless of the questions asked, you’ll be sure to communicate in the interview.

– if the company has a blog, post comments on it. Even better, if the interviewer blogs, engage in a digital conversation with him/her prior to and following the interview. This approach has clearly differentiated job prospects seeking employment at Peppercom.

– send a hand-written thank you note. Everyone uses e-mail. Be different.

– write a press release about the firm having already hired you and send it along with the thank you note. It will get you noticed.

I’m surprised how unaware and unprepared most students are when it comes to marketing themselves. So, as I finalize next week’s 60-minute presentation for the UVM students, I’ll be sure to remember that, while they’ll undoubtedly be interested in my case studies and trends analysis, what they really want to know is how they can land that first, important job.

5 thoughts on “The brand of you

  1. Great post RepMan. Coming from someone who was in this same position less than a year ago, these are all valid points (that I wish I knew when I was job hunting). The job market is becoming more and more competitive, and college seniors really need to do everything they can to stand out- not only to get a job, but even to just land an interview! I think another tip to mention would be to network as much as possible- the more people you know in the biz, the easier it is to get a foot in the door.

  2. mr. cody-
    i am about to interview for a pr job. what recommendations can you provide? does peppercom have any openings?
    med supply guy

  3. Couldn’t agree more Jimmy. In fact, waiting tables should be a prerequisite for professional communicators. It’s all about making connections, providing recommendations, anticipating needs, timing, and reading people.

  4. Good post, Rep. One point of contention from me would be including that job at TGI Friday’s on a resume. While it alone wouldn’t help secure a job, I think it shows that a prospective employee is able to juggle (multitask) both the rigors of obtaining a degree, but also being able to handle other responsibilities outside of school. As someone who held a job throughout high school and college (in addition to interning at a PR firm formally located in the Graybar Building), I was most confident in my ability to adapt to multiple requests – like filling someone’s water repeatedly, changing a menu order last minute, or dealing with the pain in the ass at table number two.
    Being able to deal with multiple personalities at a table of four can be compared to the different egos one needs to massage and manage during the life of any client engagement.