How to make your brand work online and off
A no-name brand might be just the ticket for a bargain-hunter at the grocery store, but it doesn’t do the job in a job search, when your own brand may be all that sets you apart from the crowd.
A personal brand “is the ‘X’ factor that differentiates a person from other job candidates,” says consulting firm PWC Canada.
It’s about knowing who you are, what you can do, and presenting yourself online and in person in a way that supports and promotes that persona.
“It’s important for students to accurately portray themselves online as they would in-person,” says James Davidson, talent acquisitions manager for PWC Canada. “Having a profile you wouldn’t be ashamed to show your parents on all of the major social networks is the first step in managing your online reputation.”
That also works the other way, says Davidson — since the majority of millennials (people aged 18-34) tend to be techno-proficient, companies also have to present themselves online in such a way as to attract employees to their brands.
“A company website, blog, Facebook or Linkedin page can help applicants discover more about its corporate values, work environment and corporate social responsibility practices,” says Davidson, citing a 2008 report on millennials that suggested the majority of people in that age group wanted to work for a company that reflected their own values.
They tend to be attracted as potential employees to the same brands whose social and environmental records make them appealing to consumers. One thing hasn’t changed with the age of the workforce: networking is still key, says Davidson, and not just in the job space.”
“People often think about networking if they need something —_a job, a reference, some advice — but they don’t think about how their relationships directly shape them as a professional,” says Davidson.