Personal Branding: this is how to market yourself in your career
In every career, you need to do your own PR. Successful artists are one thing above all: gifted self-publicists. Sportspeople or businesspeople like Niki Lauda have successfully established personal brands. This staging might not be right for everyone, but in the age of digitalisation it is helpful for the career to position oneself for certain topics. What do I post and on which social media? Self-marketing is decisive for career success.
On the employment market, individualism is more important today than ever.
For years now the idea of candidate brand has been discussed, which is increasingly important for job hunters, in order to set themselves apart from other candidates. A study by IBM shows how essential self-marketing is to your own career:
- Performance is responsible for 10 percent,
- image makes up 30 percent and
- being well known contributes 60 percent of career success.
This study is often quoted in connection with self-marketing. However it should be emphasised that performance is the basis for success. The person who succeeds in their career is the one who does something and not only the one who talks about it! What can also be learned from big brands is that true greatness is associated more with reality than with image. That also applies to people: without substance (=performance), every personal brand is mere ephemera and not successful in the long term.
Self-analysis: Who am I and if so how many?
Good self-marketing starts with self-analysis. Manfred Greisinger is the author of a book "Personal Brand Life" [please note this book is only available in German, as Ich-Marke-Leben], and coaches schoolchildren and students on the topic of self-marketing. He advises to find answers to the following questions:
- "What moves you?"
- "What do you represent?"
- "What do you get up for?"
A person's own values form the basis for an authentic personal brand. These however are not perceived at first sight by your environment. Therefore presence and appearance also play an essential part in self-marketing. Here is a checklist to determine the most important points of a self-brand.
Checklist: 5 points for a successful personal brand
- Knowledge: Which knowledge, strengths and skills make you special (e.g. IT knowledge, leadership experience or social competence).
- Character: What qualities and values characterise you? What do your colleagues value in you (punctuality, integrity, honesty)?
- Role: How do you want to be perceived in your career? Your role and your character must be in harmony so that your profile is authentic.
- Presence: present yourself on the right social media platforms with messages that you want to be associated with. A tweet here, a LinkedIn post there - talk about your successes! Personal conversations at events or industry seminars are a good means of positioning yourself.
- Appearance: dress for the job you want - your style or your demeanour should support your overall image.
Further interesting contributions on this topic:
- What’s a Personal Brand and Why Do You Need One?
- 7 Key Ways to Promote Your Personal Brand
- 5 Steps To An Outstanding Personal Branding Statement
Picture credit: bigstockphoto.de