The West Palm Beach job market is becoming more specialized and this could spell bad news for a career transition unless you know a bit about marketing yourself and your brand.
What is branding and why should you care? Branding is not a new term. Marketing folks have been using the term for years to describe, well, a brand of a product. For example West Palm Beach based Shoes for Crews produces specialized foot wear for people who are on their feet all day at work. The product is a shoe; the brand is the kind of shoe they offer. It’s what sets them apart from other shoe makers. Taking that one step further, this company aims to produce shoes that are comfortable and will reduce the number of slip and falls at work and they do that by giving their shoes specialty soles. That, in a nutshell, is niche marketing. Their product is highly specialized and meant to fill a need within a particular market. So what is your brand? For those in a career transition now is the time to identify what you have to offer the job market by identifying your unique skill set.
To begin with, what are your unique skills? Including your education and your work history, what would you list as the things that you are most qualified to do? Now, have you worked on any specialty projects either at work or school? For example, if you are a nurse, do you specialize in any particular area of nursing? Had you been a part of caring for a complex medical case? Have you taken any specialty courses? These are the types of skills and accomplishments that will make up your unique brand. When transitioning from one career to the next making a list outlining these attributes is vital to the process of making or re making your resume. Part of personal branding for job purposes involves having a resume that clearly highlights those things that set you apart from everyone else, especially from your competition.
Another great avenue for those in a career transition to showcase their personal brand is social networking sites. Web sites like LinkedIn and Facebook are fast becoming magnets for recruiters and employers because it allows them to see more of a candidate than what a resume will show. A potential employer gets to see how you interact with others, how well connected you are (or are not), and what your interests are all without ever having spoken to you. If you haven’t made the leap into joining one of these types of sites now is the time to give them strong consideration. Career transitions can be made easier by networking with the people who are already in the industry you want to get into. Like most endeavors, knowing the right people can open doors for you.
With a workforce that is increasingly specialized, creating your own personal brand is almost as necessary as a good resume.