| Can you articulate, in 20 words or less, what makes | | | | Select those abilities and qualities that are relevant to |
| you uniquely valuable to potential employers? If you | | | | the needs of your audience of potential employers. |
| are shaking your head, you're not alone. Most people | | | | The CEO of the ad agency you're targeting will be |
| struggle to express what makes them special. But, if | | | | very interested in the fact that you managed multiple |
| you can't quickly and clearly explain your value to | | | | Fortune 500 accounts, but may not care much about |
| potential employers, how can you expect them to | | | | your prior experience as a sales manager for a small |
| see it? | | | | company. |
| As a business person and a consumer, you | | | | Compelling and unique |
| understand the importance of product positioning. | | | | This is essential in order to make a connection with |
| You've seen the sales impact of great positioning and | | | | others. This is as true in career marketing as it is in |
| you've seen what happens when a brand or product | | | | product marketing. Avoid cliches and don't copy a |
| loses its way. Yet few job seekers realize the need | | | | resume format or wording from someone else. Your |
| to position themselves for the marketplace in the | | | | presentation - both in writing and in person - should |
| same way they would position a product. | | | | be your own. |
| Who Are You? | | | | So you know your perfect positioning - now what? |
| If you have ever gone through the process of | | | | Defining your positioning is the first stage of the |
| developing a brand for a product or service, you will | | | | process - now you must communicate your message |
| have a sense of the work involved in defining and | | | | effectively and clearly to your target audience. |
| articulating a brand message. You will also know that | | | | In his seminal 1997 article, "The Brand Called You," |
| a brand message is not something you "create", but | | | | Tom Peters wrote that "everything you do - and |
| rather something you discover. The product (in this | | | | everything you choose not to do - communicates |
| case you) already exists. It already has strengths and | | | | the value and character of the brand." |
| weaknesses. Your goal when developing a brand is to | | | | Think about that - everything! |
| find and articulate a clear and compelling message | | | | Every resume, every e-mail, every suit, every |
| that resonates with the consumer (or in this case, | | | | conversation - they all contribute to your personal |
| with the employer.) | | | | positioning. And this is doubly true when you are |
| That's why I put my resume clients through a | | | | looking for a new job because those reading your |
| rigorous process of self-reflection. I ask them to | | | | resume, or conducting interviews are focusing all their |
| answer probing questions about their successes. I | | | | attention on you. If your value proposition is |
| challenge them to develop compelling stories - | | | | coherent and compelling, it will sell. |
| challenges faced, actions taken, results achieved, | | | | Getting Specific |
| lessons learned. I ask them to recollect what others | | | | Resume and cover letter |
| have said about them. During this process of | | | | Now that you know your positioning, you can create |
| reflection, patterns emerge and these patterns form | | | | your messaging. Start your resume and cover letters |
| the basis of the client's positioning. | | | | with powerful positioning statements. Back up your |
| One recent client (a sales executive) had consistently | | | | claims with hard evidence and reiterate your |
| exceeded his sales targets in every position and he | | | | message all the way through the documents. If your |
| had done so even in challenging economic times and | | | | unique value proposition is the fact that you always |
| market downturns. It quickly became clear that this | | | | drive exceptional sales growth by building partnerships |
| ability to increase sales was the core of his personal | | | | and alliances, include specific examples for each |
| brand. Another sales executive was less fortunate in | | | | position and provide dollar amounts. |
| his choice of employers - he had worked in some | | | | Your Marketing Campaign |
| very tough situations and had not always been able | | | | Your positioning may impact the approach you take |
| to beat his quotas but, in almost all his positions, he | | | | to your search. For example, core branding for one |
| had forged unusual partnerships and alliances in order | | | | of my recent CFO clients was his ability to |
| to get into new markets. This talent was a key | | | | turnaround struggling small to mid-size companies and |
| feature of his positioning. | | | | bring them to profitability. This realization guided his |
| To decide on your own positioning, take yourself | | | | subsequent job search - he was able to research |
| through this same process or reflection and | | | | local companies that fit his criteria and then manage a |
| discovery. Look for the recurring themes in your | | | | direct mail and networking campaign designed to get |
| career. Think about the most frequent compliments | | | | his resume in front of key executives. |
| you have received, Identify those times when you | | | | Interviews |
| were the happiest and most fulfilled in your job. | | | | Since most interviewers are extremely busy, many |
| Then, work to hone all this information down to | | | | will not have time to prepare in advance. As a result, |
| 15-20 words that summarize your unique value | | | | they often use the resume as a guide, asking you |
| proposition. | | | | questions based on the accomplishments you listed |
| Remember that - just as with a product - your | | | | on your resume. If your resume is truly in line with |
| positioning must be: | | | | your unique value proposition, this is great! It means |
| Truthful | | | | you will be given a chance to talk about your |
| Successful brands resonate with the consumer - | | | | brand-specific accomplishments. Develop your stories |
| trying to be something you're not just because it | | | | in advance and practice, practice, practice until you |
| matters to your audience won't work in the | | | | are very comfortable articulating these examples of |
| long-term. I often wonder how many of the people | | | | your ability to add value. |
| who buy TV-advertised diet pills actually become | | | | Online Presence |
| long-term customers. I'm guessing it's a tiny | | | | Have you googled yourself lately? Many recruiters |
| percentage. Why? Because the message is not | | | | and executives regularly use the Internet to research |
| truthful. | | | | candidates. That means you need a positive Web |
| Supportable | | | | presence. One of the quickest ways to build your |
| If you say that "visionary leadership" is the core of | | | | online presence is to write articles on your area of |
| your brand - you need to support the claim with | | | | expertise for Web sites and newsletters. Also, be |
| specific examples of visionary leadership. For example: | | | | wary of what you do online - if you have a personal |
| "Visionary Leader who transformed a struggling $5 | | | | web site that has been indexed by the search |
| million business into a $250 million industry leader in | | | | engines, turn it into a career portfolio. You don't want |
| only five years." | | | | the CEO of your dream company to come across |
| Focused | | | | that shot of you drinking tequila shots on vacation! |
| You have many strengths and talents. Don't be | | | | Ongoing Positioning for Career Advancement |
| tempted to focus on more than one or two, or you | | | | It's tempting to lose focus on personal positioning |
| will dilute your message. When Apple launched the | | | | once you're settled into a new position, but this is a |
| new iPod, there were many great features to | | | | mistake. Instead, you must develop and nurture your |
| highlight, but I was struck that by the simple, | | | | brand by remembering that "everything you do - and |
| stripped down approach they took to the positioning | | | | everything you choose not to do - communicates |
| of the product. | | | | who you are and what you stand for. |
| Relevant to your target market | | | | Good luck! |