Your personal brand – online and off – can help set you apart from other job seekers

POSTMEDIA NEWS

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 – not 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,” according to 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,” said James Davidson, talent acquisitions manager for PwC.

“Having a profile you wouldn’t be ashamed to show your parents on all of the major social networks – LinkedIn, Facebook, Twitter and Google Profiles – is the first step in managing your online reputation.”

It also works the other way, he added. Since the majority of millennials (people between the ages of 18 and 34) tend to be techno-proficient, companies also have to present themselves online in such a way as to attract prospective 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,” Davidson explained.

He cites 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, however – networking is still key, 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,” said Davidson.

“If you only pay attention to your network when it’s convenient, your relationships won’t be very strong and your personal brand and career development will suffer.”

© Postmedia News. Article appears on www.working.com.4