I used to think that the concept of personal branding is just for influencers and wannabees. However, I discovered quite by accident, that learning how to position your value as the best and most obvious choice for your current or potential employer or client, can be a very effective career growth strategy.
For me, positioning is about clarifying your professional identity. It involves effectively communicating and showcasing your story, unique skills, experience, and achievements, to be able to stand out from the crowd. In many ways you actually become the differentiated value proposition for employers or clients, and this can lead to increased confidence and better opportunities.
I think that many people who feel stuck in their careers or are uncertain about the next step, have often neglected this important aspect. If you haven’t defined your professional identity, you are not going to be clear on what you want in a career. I also believe that this definition will change and be different during different seasons of your career journey.
Roughly a decade ago, I worked for an organisation that placed a high value on a particular professional certification, specifically in relation to advancement within their finance department. This designation was quite elusive to anyone who hadn’t followed a very specific path early on in their tertiary education. I was already in my forties when I started working there, so I had definitely missed the boat on that particular opportunity.
I didn’t have the designation, but I did have more than 20 years of experience in finance, having worked in various roles across different industry sectors. I positioned myself as an Experienced Accountant. I updated my online profile accordingly and started sharing and providing examples demonstrating the value of practical experience in related internal discussions. During my interviews, I would often lead with this weakness in my resume, stating up front that I did not hold that particular designation, but that I had over 20 years of experience in the field.
It soon became a non-issue for me, and the value of my experience was recognised. I quickly progressed from a temporary to a permanent contract, received various promotions, and eventually I became the head of that same finance department within a few years. Obviously, I also had to back up the positioning by delivering the expected results in those roles. I also completed a master of commerce degree through part-time study while I was there, which took enormous effort, but it all started when I actualised the Experienced Accountant. I have since moved on to a new season in my career journey, but that time still remains one of the highlights for me in terms of career growth.
What are you known for, or if you’re just starting out, what would you like to be known for? What do people think of, when they think of you in the work context? By positioning your value, you can demonstrate your ability to contribute to the success of an organisation, team, or client. This not only helps you differentiate yourself from others, but also empowers you to negotiate better job offers, promotions, and salary increases. When you strategically position your value, you become more visible and influential, attracting opportunities that align with your goals and aspirations. It empowers you with unshakable confidence, to take control of your career trajectory, and opens doors to new possibilities. Ultimately, positioning your value allows you to build a strong personal brand and establish yourself as a valuable asset in your chosen field, leading to long-term career success. You can start shaping your professional identity in the follow ways.
Identify, clarify and highlight your unique value
What sets you apart from others in your field. It could be a combination of your skills, experiences, or achievements that make you stand out. To effectively position your value, you need to identify this and communicate it clearly to potential employers or clients. This could involve highlighting past projects you have successfully completed, certifications you have obtained, or unique skills that you possess. Always demonstrate your ability to add value to the success of an organisation, team, or client.
Build a strong professional identity
This is your personal brand. This means creating a consistent and compelling image of yourself that aligns with your career goals and aspirations. It should reflect your values, expertise, and unique qualities. Communicate this through your online presence, your resume, and networking activities. By consistently showcasing your personal brand, you can attract opportunities that align with your goals and aspirations, and establish yourself as a valuable asset in your chosen field. It can also increase your confidence in terms of how you show up in interviews and other workplace interactions.
Demonstrate results and impact
To effectively position your value, list your achievements and share the impact you have made in your previous roles or projects. Employers and clients are interested in seeing how you have contributed to the success of organisations or teams. Be specific by quantifying your achievements, such as increasing revenue, improving efficiency, or solving complex problems. By showcasing your results and impact, you provide evidence of your value and increase your credibility in the eyes of potential employers or clients. I have often agreed to ad-hoc task requests from management, as these situations provide a practical opportunity to showcase your skills and value-add, to a wider and usually more senior audience.
If any of these ideas resonate with you, find out more at the Career Accelerator.