Question

I have been looking for a new job in the insurance industry for about four months after my former employer went out of business. I have been on the underwriting side of the business for nineteen years. I have applied to many jobs online and attended a lot of networking meetings relevant to my industry. So far, I haven’t gotten any interviews.

A former co-worker told me that I need to create a “personal brand” so I’m more attractive to employers. What is a “personal brand”? Do I need one?

Answer

Yes, I highly recommend that most professionals spend some time creating their personal brand whether they are seeking work or would like more recognition at their present job. I often coach job seekers on ways to create their own personal brand. Among other benefits, it forces you to bring more focus and definition to your job search.

When I coach my clients in personal branding, I show them how to identify their “target market”, which in this case, would be your ideal employers. You also need to think about the value that you bring to underwriting and the qualities that make different from other job applicants.

After you have defined those qualities, we would work together to figure out the best way to communicate the benefits that you would bring to targeted companies. This takes some time and focus, but a solid branding strategy can be a very effective way to showcase your value to hiring managers. Typically, this leads to a more productive job search and more interviews.