​The terms “branding yourself” has already become a part of many people’s vocabulary, while others are still wondering about its definition. While “branding” (which is defined as “to make an indelible mark or impression on somebody or something”) is a valuable strategy, you may be more comfortable with the idea of simply positioning yourself to be successful in your job search and career.
 
Many jobseekers don’t realize they have already positioned themselves — they just haven’t articulated it yet. Maybe you’re known as “the sales manager that makes quota, no matter what’s going on in the economy,” or “the engineer that can speak in language the customer understands.” That’s your positioning.
 
To cultivate the positioning that will help you reach your career goals, you must understand and be able to communicate what makes you exceptional and compelling.
 
You must find a way to stand out in a crowded job search. If you’re not known for something, you won’t be known for anything. One size does not fit all.

​Knowing your skills and professional qualifications — and being able to articulate them — will also help you navigate applicant tracking systems (ATS).
 
Position yourself effectively to attract connections, opportunities, and job offers.

To identify how to position yourself, it helps to examine a couple of key issues:

• What is the Company’s Need? What specific problem are they trying to solve with this job? Are they trying to make money? Save money? Save time? Keep existing customers? Acquire new customers?
• What are your Core Abilities? What special abilities do you possess that separate you from other candidates for this position?
• What are your Values? What is your belief system (behavior and ethics) that is inherent to you? Does this set you apart?
• What is your Connection to the Company’s Need? Do you possess something special that solves your target employer’s problem?

 
Be aware of the kind of work you are willing to do, and the kind of work you don’t want to do. Make a list of the things you like to do, and what you don’t like to do.
 
Look to your work history for clues to your positioning. What in your work history did you do to make things better? Look for instances where you showed leadership and accomplishments.
 
Check out your existing online profile. What comes up when you Google yourself? What is your social media presence? What are you known for online?
 
Begin with the end in mind: What job do you want? Then figure out what qualities and attributes set you apart from your competition.
 
Additional resources to help you identify what makes you stand out:

• Performance evaluations
• Customer appreciation letters
• Look through your emails to see what great things people have said about you and your work
• LinkedIn Recommendations
• Letters of commendation from colleagues and supervisors
• Ask people you know (and people you work with) for feedback. How do others see you?

​Researching your desired job can also help you identify your unique positioning. Looking at job postings can help, but you should also consider going further in-depth. These sites can help:

O*NET Online (https://www.onetonline.org/)
This website was created for the U.S. Department of Labor/Employment and Training Administration by the National Center for O*NET Development. The O*NET program is “the nation’s primary source of occupational information,” according to the site. It contains information on hundreds of occupations and is available to jobseekers at no cost.
 
Every occupation requires unique knowledge, skills, and abilities. These occupational characteristics are outlined on the site. The occupational descriptions, which include descriptions of day-to-day work, along with qualifications and interests of the typical worker, allow jobseekers to identify unique positioning opportunities for themselves in their job search.

You can also access the O*NET Resource Center, a free tool (available for immediate download) to assess your occupational interests.  The tool offers personalized career suggestions based on your interests and level of work experience.
 
Access the tool here: https://www.onetcenter.org/IP.html

​When you identify a profession, you can assess the knowledge, skills, and abilities required for success in the role. These can often provide guidance for positioning yourself. The “Personality” and “Technology” sections also give insight into your personal positioning.
 
The “On the Job, You Would” information includes common job functions. Look to see if these are areas where you excel — this can be a point of differentiation.
 
Also check out the “Also Called” information under the occupation for related job titles you can use in your personal positioning tagline.

America’s Career InfoNet (​https://www.careerinfonet.org/)
This website is affiliated with the U.S. Department of Labor’s CareerOneStop program. The website includes occupation and industry information, salary data, career videos, education resources, self-assessment tools, and career exploration assistance.

Occupational Outlook Handbook​ (https://www.bls.gov/ooh/)
The Occupational Outlook Handbook (OOH) provides information on what workers do, working conditions, what qualifications are required for success in the position, pay, job outlook, similar occupations, and sources of additional information for research for more than 300 occupational profiles.
 
To find an occupation, browse the occupational group of interest on the left-hand side of the website, or use the “A-Z Index” (if you know the specific occupation). You can also enter a job title into the “Search Handbook” box at the top of the site. You can also search for occupations by pay range, education level, training, projected number of new jobs, and projected job growth rate — using the “Occupation Finder” or occupation selector drop-down menus on the home page. If you can’t find an occupation you are interested in, look in the alphabetical index, using similar occupational titles to search for an occupation.

Glassdoor (https://www.glassdoor.com/)
You can also research your prospective employer to identify how to effectively position yourself to work at that specific company. Glassdoor is an excellent way to assess what is important to the employer and how you might fit in.

Dos and Don’ts For Positioning
Here are things you should do:

• Do make sure your positioning reflects your personality.
• Do incorporate in keywords (nouns, industry-specific terminology, and skills) into your personal positioning.
• Do be authentic. Make sure your personal positioning reflects your personal values, qualifications, and attributes.

 
Here are some things you should not do:

• Don’t go on and on. Don’t tell your whole life story. Get to the point quickly.
• Don’t be too general. One of the biggest mistakes with your personal position is not being specific enough. The more specific you are, the more effective your personal positioning will be.
• Don’t be boring. You need to get the reader’s attention! Be interesting.

 

Positioning Can Make It Easier to Find a Job
Recruiters and hiring managers need help knowing what kind of position you’re focused on. It’s harder to find a job when you don’t know what kind of job you want. Conversely, it is easier to find a job if you know what kind of job you want.
 
There are fewer opportunities for average performers to be found in the hiring process, but there are tremendous opportunities for stars. Positioning helps you identify where you can be a star performer and then make the case (through your work and your career communication documents) to support this claim.
 
The next step is to align your job search with your positioning. Make sure your résumé and interview preparation supports this and makes your case.
​

Build Your Personal Position Before You Start Looking for a Job
Many jobseekers develop their personal positioning when they are looking for a new job. But personal positioning can help you be more effective — and visible — in your current job.
 
In your current job, get attention for the work you’re already doing:

• Offer to do a presentation showing your (or your group’s) accomplishments for the quarter.
• Contact your company’s communications department to see if they are interested in doing an article for the company newsletter on a recent project.
• Make sure you are keeping an “Accomplishments Journal” documenting your current career successes.

 
Develop your own communications plan in your current position. Increase your personal visibility by speaking, writing, and participating in social media. Once you’ve identified your personal positioning, see how you can incorporate it into your everyday work life. This will make you worth more to your current employer (remember, superstars stand out!) and make you more attractive as a job candidate when it is time for you to look for a new position.

A new year is a great time to assess where you’re at professionally. Is it time for you to make a job change? Or a career change? This 21-day challenge is designed to help!
 
During this challenge, you’ll take 30 days of consistent action in five different areas:
​
1. Where Are You Now?
2. Where Are You Going?
3. What Sets You Apart?
4. What’s Your Plan?
5. Let’s Do This!
 
Take action each day in one of these areas (see the list below for ideas). This challenge will reward effort, not results. But results will come when you take consistent action, day after day, in meeting your goal!
 
For best results, enlist an accountability partner to help you complete the challenge. Ideally, it will be someone who is looking to make a job or career change too, so you can keep each other accountable and on track. For best results, check in with each other daily.
 
You can choose to use either the Challenge Calendar or the Challenge Planner to plan and track each day’s activities. Write down the activity you will do and put a big red “X” on each day you complete a challenge activity. At the end of the month, you want as many spaces marked off as possible on your Calendar or Planner.
 
There are three ways to conduct the challenge:

• Do one action item each day for 21 days straight
• Take action for five days each week (no weekends) for four weeks (plus one day)
• Take actions for three days each week for seven weeks (for example, Monday-Wednesday-Friday or Tuesday-Thursday-Saturday)

 
It’s up to you!
 
At the end of each week during the challenge, reward yourself for good performance. Enjoy a special outing or anything else that will encourage you to keep going!
 
Here are suggested actions within each of the areas.

You’ve spent hours writing your résumé — or may have invested hundreds of dollars hiring a professional résumé writer — and maybe even drafted a cover letter to accompany it. You now have all you need to apply for a job opportunity that caught your attention — or do you? At some point in the process, you’ll be required to complete a job application, which may seem redundant. After all, doesn’t the résumé cover everything the employer needs to know?

Despite all the changes in résumé content and style — as well as how one looks for work and applies for jobs — one constant remains: The employment application is an essential part of the hiring process. From the employer’s perspective, the application serves a number of purposes that are not addressed in a résumé (and optional cover letter). These may vary, depending on the nature of the job and the preferences of the company; however, the following always applies:
 

• An application is a legal document. Unlike a résumé, you are required to sign an application, confirming that all the information you included is accurate and that you have not omitted anything.

​

• An application becomes part of your permanent file once you are hired. Both state and federal employment laws require employers to retain employment applications for at least one year.

​

• At a minimum, an application requires you to provide information sufficient to demonstrate that you are legally permitted to be employed. Furthermore, an application enables an employer to request information you would not typically include on your résumé, such as contact information for immediate supervisors, reasons for leaving, or professional references.

​​

• The employment application is not a standardized form, so every company may create its own as long as it adheres to regulations set by the government.

​That last point is quite complex, sparking debates about what are — and are not — lawful questions, and leaving jobseekers confused and anxious.

The Fair Credit Reporting Act (FRCA) is a federal law that governs how a credit reporting agency handles your credit information. It is designed to protect the integrity and privacy of your credit information. The FRCA permits employers to request credit reports on job applicants. A 2010 study from the Society of Human Resource Management (SHRM) estimated that 60 percent of companies checked some (or all) job applicants’ credit reports.
 
Federal law permits employers to use credit history as a basis for denying employment and even rejecting any applicant who refuses a credit check. When applying for jobs, it is important to know your legal rights regarding credit checks.
 
Employers using credit reports to screen job applicants must do the following:
 

• Obtain your written permission to request a credit report. The FCRA requires the notice to be “clear and conspicuous” and not mixed with other language. Read each application carefully and pay attention to what you are signing.

 

• Notify you before they take “adverse action” (in this case, failing to hire) based in whole or in part on any information in the credit report.

 

• Give you a copy of the credit report and a written summary of your rights.

 

• Provide you with an opportunity to dispute the information contained in the report (typically three to five business days) before making a final decision.

 
Potential employers see a modified version of your credit report. Information that might violate equal employment regulations — such as birth year and marital status — is omitted, as is your credit score and account numbers.
 
As of February 2013, eight states (California, Connecticut, Hawaii, Illinois, Maryland, Oregon, Vermont, and Washington) have passed legislation to restrict the use of credit checks in employment, and dozens of additional cities and states have introduced bills to do so.
 
At the same time, however, these laws include numerous exemptions that allow certain employers to continue conducting credit checks — even when there is no evidence that credit history is relevant to job performance. Check your state’s labor department or your city government to find if you are covered by any applicable laws.
 
The Equal Employment for All Act, introduced to Congress in 2013, would amend the FCRA to prohibit employers from considering credit reports in the hiring process, except for jobs that require a security clearance, are in the public sector, or are related to financial services. As of November 2018, that bill continues to languish in the House Financial Services Committee.
 
In the meantime, there are things you can do to protect yourself:
​

• Check your credit report before you begin applying for jobs. You are entitled to one free copy of your credit report every 12 months from each of the three nationwide credit reporting companies. Order online from annualcreditreport.com, the only authorized website for free credit reports, or call 1-877-322-8228. You will need to provide your name, address, social security number, and date of birth to verify your identity.
• Flag negative-yet-accurate information by contacting the credit bureau and asking to attach a 100-word explanation to your report of the extenuating circumstances that led to the negative situation.

 

• Give your permission, when requested, to access your credit report. Unless you live in one of the states mentioned (California, Connecticut, Hawaii, Illinois, Maryland, Oregon, Vermont, and Washington) and are in an exempt category, you have a greater shot of being shown the door if you refuse the employer access.

 

• Don’t panic. Even if your credit report contains some negative information, you’re not necessarily out of the running. Only 10 percent of employers reported on a SHRM survey that a clean credit history was the most important variable in deciding whether to hire someone, and 80 percent of companies still hired candidates with damaging information on their credit reports.

Capitalizing on the “ban the box” movement, some state and local governments are adopting laws and regulations that prohibit employers from requesting salary history information from job applicants, as well as preventing asking the minimum salary an applicant is willing to accept. This growing trend is part of a push to fight wage discrimination and eliminate or reduce the gender pay gap.
 
Four states (Delaware, Louisiana, New Jersey, and Oregon) as well as Puerto Rico led the way by enacting statewide bans for public employers in 2017, with California, Illinois, Kentucky, Massachusetts, Michigan, Missouri, Vermont, and Washington passing laws in 2018. Laws are set to go into effect in Connecticut and Hawaii in 2019. More than 20 states have proposed legislation prohibiting salary-related questions.
 
In February 2017, Philadelphia became the first city in the country to ban private-sector employers from asking job applicants about their salary history. Under this law, employers can be penalized if they ask salary questions on applications and during interviews. In October 2017, New York City joined Philadelphia in banning public and private employers from asking an applicant’s pay history. Similar laws went into effect in San Francisco in July 2018.
 ​

Recruiters are looking for candidates that are a close match to what an employer has outlined as the hiring requirements for the position. In essence, they are looking for square pegs for square holes. If your work history and accomplishments meets their current or future needs, they may add you to their database. Recruiters may contact you if they have a position that fits your profile — or they may make contact to ask you to recommend other people who might be interested in an opening they are recruiting for.
​

​There are many ways to connect with a recruiter. Sometimes, a recruiter will find you. This is particularly true if you have specialized, in-demand skills. If you post your résumé to an online job board, you are likely to receive contact from recruiters. Others may identify you through a professional association you’re a member of, or through mentions of your work that appear online (for example, blogs, articles, and publications).

LinkedIn is also one of the most common ways to be “found” by a recruiter. Recent surveys indicate that 95% of recruiters use LinkedIn to identify candidates. You are more likely to be found on LinkedIn if you have a complete profile that is optimized with specific keywords and accomplishments. Recruiters are always looking for good candidates to add to their database.
 
But you don’t need to wait to be found to work with a recruiter. Proactively making a connection with one or more recruiters can be a good strategy, even if you are not currently looking for a new position.
 
LinkedIn can be an effective way for you to make a connection with a recruiter. Use the “People Search” function on LinkedIn to find recruiters in your field or specialty.

Search the “Keywords” or “Title” field for recruiter and keywords and industries relevant for your field, like “engineering,” “manufacturing,” or “technology.” You can then narrow down the search by other criteria, like location. You can continue refining the results until you come up with a few names to contact.

Google can also help you find recruiters. Search Google (http://www.google.com) using a search such as “IT Recruiter Las Vegas” or “Engineering Recruiter San Antonio.” You can also search Google and job boards for jobs posted by recruiters. If you find postings for positions similar to the one you’re interested in, you can contact the recruiter and present yourself for other opportunities.

You can also use a résumé distribution research firm to identify targeted recruiters to contact. For example, Profile Research (http://www.profileresearch.com) can research and develop lists of recruiters that are looking for candidates with your qualifications and expertise. For a fee, they will identify the recruiters and distribute your résumé and cover letter to these individuals (either via e-mail or offline).
 
You can use free and paid online directories to access recruiters as well.
 
Custom Data Banks (https://www.customdatabanks.com/) maintains an online directory of recruiters. 

Online Recruiters Directory is another resource that you may want to explore here: 
http://www.onlinerecruitersdirectory.com/.
 
SearchFirm
One free directory option is SearchFirm (http://www.searchfirm.com). Designed to help executive search firms connect with corporate clients, jobseekers can search the database by specialty, geography, and recruiter name.​

​Accomplishments demonstrate your skills and experience. It’s one thing to claim you can do something — it’s another to prove you’ve done it.
 
When collecting accomplishments for a job search, consider the key areas of competency required for success in the position you are seeking. What are the key components of your job? You should be able to identify accomplishments directly related to this expertise.
 
To think of your accomplishments, take a look at your past performance reviews and think about any awards or recognition you’ve received. It may even lead you to start building your own professional portfolio.
 
The most important part of the accomplishment is outlining your results. To be most effective, however, you also need to provide context for your accomplishment. There are several different formats to do this.
 
Here are three common formats: STAR, CAR, and PAR.
 
STAR

• Situation
• Task
• Action
• Results

 An example of a STAR statement would be:
Recruited to revitalize an underperforming sales territory characterized by significant account attrition. (Situation) Tasked with reacquiring accounts that had left the company within the last six months. (Task) Developed contact list for lapsed accounts and initiated contact with decision-makers at each company. (Action) Reacquired 22% of former customers, resulting in $872,000 in revenue.
 
CAR

• Challenge
• Action
• Result

 An example of a CAR statement is:
Manufacturing plant recently had its third accident, leading to a line shutdown. (Challenge) Updated internal safety plan and instituted new training program for production employees to reduce accidents and injuries. (Action) Plant has been accident-free for the past nine months — the longest it has been without accidents in plant history. (Result)
 
PAR

• Problem
• Action
• Result

 A sample PAR statement would be:
Nursing home employee morale was at an all-time low, and long-time employees were leaving in droves. (Problem) Identified that new scheduling system was not well received by either new hires or long-time employees, resulting in significant dissatisfaction with employee schedules. Instituted new “employee choice” schedule system that increased employee cooperation in determining ideal staffing schedule and improved employee satisfaction as a result. (Action) Reduced turnover by 15%, saving more than $12,500 in hiring and training costs in the first three months after implementing new system. (Result)
 
Quantifying your accomplishments also helps you stand out from others who do the work you do — whether you’re using the information for a raise or promotion request, or when seeking a new job opportunity. 

 
Many jobseekers have no clue about the research and statistics when it comes to their job search. Research indicates that in today’s market employees spend an average of 4 years per job — and most people have up to 12 to 15 jobs throughout their career.
 
Here are 4 planning strategies that jobseekers can implement for a successful job search. Remember, you only need one company to hire you. Instead of focusing your efforts on making dozens or hundreds of contacts with prospective employers, be selective!

​

1. The process will be easier if you begin with the end in mind. Identify the job(s) you are targeting. This includes the job title, responsibilities, and the industry. What about any specific companies you may have in mind? How do you describe your ideal job? Try to articulate it.
2. Devise a weekly plan with strategy so that you can direct your focus to what matters most and stay organized. Make a distinction between when you send your resume in response to advertisements, and when you do your follow-ups. Keep your workspace organized. Trust me, you will get more done when you eliminate distractions.
3. Have a daily schedule with a list of all that needs to be completed and follow it. You are prioritizing your own success. Commit yourself to your job search. Treat your own project with respect. Don’t compromise. You may also consider the information presented here. The only time you will compromise your daily schedule is if you have an interview or a networking opportunity. That always takes priority.
4. Stay committed. The truth is that some days you will be more successful than others. Don’t let that be the determining factor when it comes to your motivation. Downtime is a part of the process, with any project. Use that time to network and reach out to more people. Don’t give up. What you do today, will pay off tomorrow.

Tap into the so-called “hidden job market” by using the direct contact job search method. Remember: Companies hire people to solve their problems.
In her book “Résumé Magic,” author Susan Britton Whitcomb suggests jobseekers target what she calls “employer buying motivators.” These include the company’s desire to:

• Make money
• Save money
• Save time
• Make work easier
• Solve a specific problem
• Be more competitive
• Build relationships / an image
• Expand business
• Attract new customers
• Retain existing customers

Use the above “employer buying motivators” list to identify the specific ways you can help a prospective employer — and then don’t wait for a help wanted ad to be posted to offer your services. How do you do this? Use the following four methods for ideas:

• Online. Research trends and companies online. Identify key problems from executive speeches, reports, or profiles — or read their news releases on their website. A good source of information is Vault.com (www.vault.com). You can also identify potential employers using the online Yellow Pages. Are you a teacher? Every school in the area will be listed. The same is true if you want to work for a plumbing company, law firm, counseling office, veterinarian, or financial services firm. You can also make connections with hiring managers through LinkedIn.
• Newspaper. Identifying companies that are likely employers through their ads, profiles about them, or job listings that indicate a need for your expertise. Look at companies that are advertising openings to see what kinds of companies hire for the type of job you’re interested in. (For example, a company that is hiring a lot of production workers will likely need additional managers. If you’re looking for a Customer Service Supervisor job, look for a company that is hiring lots of customer service representatives.)
• Recruiters/Employment Services. This is the perfect example of a direct contact. (“Hello, I don’t know if one of your client companies currently needs someone with my skills, but here is what I have to offer…”)
• Networking. It happens all the time. Someone in your network says, “You know what? You should talk to John Jones at XYZ Company. They could use someone like you.”

 
It’s estimated that anywhere from 30 to 75 percent of jobs are not advertised. How are these positions being filled? Through networking and direct contact. How do you make direct contact? Call, use your network for an introduction, send an email, or write a targeted cover letter and send it with your résumé. You can also use résumé distribution services — like ResumeSpider or ResumeRabbit — to send unsolicited résumés to targeted contacts.
 
But the real key to success is following-up. When using direct contact, persistence is the key!
 
Do your homework about companies you are interested in. Always research the company. The basic information you need is: Who to direct your résumé to within the company and whether the company has jobs (or job possibilities) that match your area of interest, education, and/or expertise. You can’t just send a general letter to “HR” or one addressed to “President, ABC Company.” You have to send it to a person. The best people to contact are managers and executives.
 
Every unsolicited résumé you send should be accompanied by a personalized, targeted cover letter. You are simply “spamming” potential employers when you mass mail 10, 20, or 100 résumés without researching them individually and customizing a cover letter. Even if you have the most creative résumé, without supporting documentation, you’re probably wasting your time.
 
Instead, take the time to develop a customized cover letter listing how your specific skills and attributes can be an asset to the company.
 
Next, make sure you keep a record of the résumés you’ve sent, using a follow-up log. When you send out a résumé, mention what your next step is — for example, “I will be contacting you within the week.” Make a note in your calendar and then follow-up as promised. When you’re “spamming” employers, you lose the ability to closely follow-up on the résumés you’ve sent. Ten résumés and cover letters that you follow-up on are better than 100 résumés with no follow-up.
 
Follow-up on letters by making a phone call. If you call and don’t get a response, send an email. Leverage your network to get personal introductions. Your efforts will yield interviews. You can dramatically increase your chances of being interviewed and receiving a job offer by following-up with both your network and the person with the power to hire you in an effort to positively influence the selection process.

In your job search, you shouldn’t rule out any job search tactic — just consider how effective it is, and spend more of your time on high-impact tactics like networking and direct contact.

​

Here is a list of tried-and-true strategies to prepare yourself for your job search. ​