Graduate, what is your personal brand?

While working with a youth group, I was lucky enough to meet a young man with great aspirations.

His qualifications were stellar, especially considering his young age. His vision and goal for his life were clear, well thought out and articulated. He was the kind of kid anybody would want to have on staff or in the classroom. In a room of high-achieving young men and women, his name and face remain etched in my mind for one reason only.

At the end of a particularly long session, on a sweltering summer day, the young man in question walked over to me and handed me his business card and asked me not to forget him as I moved on. That he had a business card would have been impressive enough, but it was clear he had put a lot of thought into his card. It was a high gloss, embossed card on quality stock with full-colour graphics on both sides.

Though I have not had any reason to contact him, I have never forgotten him. I have held on to the card as an example of something most young people fail to realise. This young man had created a personal brand for himself. His dress, demeanor, and public persona communicated quality.

It was not hard to understand who he was and what he was about because he made sure that his presentation was in keeping with that brand at all times. Had I been a recruiter he would have been hired and put on the fast track.

While some of us seem to intrinsically “get it” more often than not, most people think about personal branding as something that only celebrities do.

In fact, the same tools that have made Michael Jordan synonymous with Nike can also be used by new graduates to set themselves apart from the deluge of qualified applicants for graduate positions. With employers increasingly using the internet to make contact with potential talent and checking out ‘online life’ as part of the screening process, personal branding is becoming more important. Begin by asking yourself the right questions. When preparing CVs, filling out applications or preparing for interviews, most applicants ask themselves “how can I prove that I am qualified?”. This kind of question may get you through the first round, but it will not carry you through the second or third round of tests and interviews.

Before you make contact, ask yourself these three questions:

• 1. How can I best engage my audience?

• 2. How can I help them meet their needs?

• 3. Who can I benefit with what I have to offer?

Everybody has something in their experience that gives them a tactical advantage. I met a young woman who was studying electrical engineering. She spent hours every day playing video and online games. Beyond her grades and sparce extra-curricular activities she thought that she did not have any relevant experience to draw on.

After closer inspection it was clear that she was extremely knowledgeable about the mechanics of video games, video game design and, the history of the industry. Capitalising on her knowledge and skills as a “gamer”, a personal statement and public persona was crafted that spoke to her Competencies, Strengths and, Motivation.

To build a strong personal brand you will need to do three things:

• 1.Develop a long-term vision for yourself of yourself.

• 2. Understand your core motivations.

• 3. Evaluate your strengths and weaknesses according to your target position in life.

At Alexander Partners, we call this the CSM method, and it is a vital tool in creating a genuine personal brand.

Using the CSM Methodology you can effectively communicate your brand to any potential employer or recruiter in a way that leaves a lasting impression. That is why our first order of business with new clients is to evaluate all of these elements, to help them develop a vision and a brand that sells.

You can build a wider network of people who understand who you are and your abilities which, as you pursue your goals, you can leverage to build your career capital.

The next time you sit down to engage in social media or draft a cover letter to a potential employer, make sure that your personal brand says “don’t forget me, expect great things.”

Dr. Neil is the Managing Principal Consultant at Alexander Partners, is alumni of both Leeds and Birmingham University and has been published at Cambridge University. To find out more about Alexander Partners visit www.alexanderpartners.org.uk, you can also connect with Dr. Neil on LinkedIn.