Branding can make your skills stand out

In business, one of the best ways to stand out from the competition is to develop a powerful, clearly defined brand. Executive job hunting works the same way. When they’re done right, branding and marketing strategies can improve the job search process, leading to greater recruiter response, higher salaries and faster results.

Branding does not always mean creating a logo or image, and it certainly doesn’t imply that you should plaster the town (or Internet) with your resume. As a senior manager, you know that the best and most effective marketing techniques are smart, persuasive and often subtle.

Many business leaders have similar skill sets – team building, strategic planning, problem solving and knowledge of business operations. Even if you specialize in a certain industry, competitive positions require the same basic qualifications. In order to make the greatest impact with recruiters and stakeholders, use your marketing savvy to differentiate yourself from other applicants.

Here are some guidelines:

Research your target market. Every good marketing plan is based on solid research. For example, if your goal is to oversee provider relations for a regional health system, learn the culture and hierarchy of the business. Know which qualities are expected of all candidates, and figure out how your skills and attributes fit in.

Identify your primary selling points. Your key selling points are the specific aspects of your experience that set you apart from the competition. Examples may include years of success in the field, expertise in public relations, superior negotiating talents or other attributes that are unique to your personality and work history.

Create a strong value proposition. How do your selling points translate into tangible value for the organization? If your qualities can save or make money, improve processes, or enhance professional relationships, find a way to present these details to potential employers. Show recruiters and executives how you will increase the bottom line and help them meet their goals.

For instance, if you helped build a health organization from the ground up, your knowledge of the industry will surpass most candidates applying for the same position. You can add value to the business by providing skillful leadership for all departments. In another instance, if you worked in sales for many years, your competency as a communicator and negotiator may boost profitability by expanding the provider network, and reduce costs by solving problems before they escalate.

Prepare powerful, results-driven marketing documents. Your resume and cover letter are personal marketing tools that can make or break your chances of landing an interview. Take your primary selling points and strong value proposition, and use them to develop dynamic materials that will capture the attention of employers and recruiters.

Be diligent when preparing your documents. Accuracy is essential. Also, streamline your background as much as possible, focusing on the details that are different and more valuable than typical candidates. Get noticed by utilizing concise language, and start each sentence with a verb, like this: “Improved productivity by…,” “Increased revenue through…,” “Launched a new business plan that resulted in…”

Using your marketing insight in your executive job search will differentiate you from other candidates, and make you stand out, even in highly demanding job markets.

Send your job search questions to Eve.GetAJob@gmail.com.