Jennifer,

Whether or not you choose to call it branding, it sounds like that’s just what you’re doing. If you’re helping your clients define and differentiate their unique set of strengths, skills, drivers, and personal attributes, and designing communications aligned with their target employers needs, then you’re helping them brand themselves. Doesn’t really matter what you call it.

I know that, since I’ve developed my branding process, I’m providing better materials and services than before, and my clients are better prepared than before for networking, interviewing, and the job search in general.

I agree there are way too many companies in the careers industry who say they brand people, but don’t really know what branding is. They’re taking advantage of job seekers who also don’t know what branding really is, and are understandably confused and overwhelmed by navigating today’s job search 2.0.

Thanks again for the good conversation!

Best,
Meg

Jennifer,

Whether or not you choose to call it branding, it sounds like that’s just what you’re doing. If you’re helping your clients define and differentiate their unique set of strengths, skills, drivers, and personal attributes, and designing communications aligned with their target employers needs, then you’re helping them brand themselves. Doesn’t really matter what you call it.

I know that, since I’ve developed my branding process, I’m providing better materials and services than before, and my clients are better prepared than before for networking, interviewing, and the job search in general.

I agree there are way too many companies in the careers industry who say they brand people, but don’t really know what branding is. They’re taking advantage of job seekers who also don’t know what branding really is, and are understandably confused and overwhelmed by navigating today’s job search 2.0.

Thanks again for the good conversation!

Best,
Meg

I would consider what you’re doing more like a professional service. I would lump it into the category of full career services such as career counseling and career/interview coaching. Just going on what you have explained to me, your process seems to be a helpful process that some people simply need to go through.

I don’t think everyone needs this type of service — nor is it my thing — so when people need this type of service, I send them out as referrals. I know that if I write a resume package for someone without direction or knowing who they are and what they have to offer, I am setting them up for failure.

I can only work with people who know what they want, know what they need to do to get there, but just need the career marketing materials to back them up. That’s what I meant by how this evolves naturally in the resume writing process (it does for me anyway). A “deep insight” happens naturally with our one on one conversations while I get to know them and ask them the right questions. It isn’t a predefined curriculum or method and it isn’t a forced thing. The whole idea of coaching someone through the process feels awkward to me. I do not have a Master’s in social work or psychology so I feel unqualified for that.

Anyway, I don’t want to name specific companies, but there are definitely some “experts” who are capitalizing on these branding packages and selling it like it’s the best thing on the planet. I am seeing this increasingly with new, inexperienced writers who are trying to jump on the bandwagon of what’s hot right now. I also see this with the big outplacement firms. But when you dig deeper, all they are really doing is setting up a LinkedIn profile and calling it branding. They can spin it however they want to and call it whatever fancy term they want, but it’s really just a time saving service that they are trying to sell as some extravagant package deal while they mark up their rates significantly (and I do believe we should charge properly so I hope you don’t take it that way).

I am definitely not implying we should be complacent with our services. I’ve only been in this profession “officially” for a little more than seven years, and I have changed and refined what I offer and how I approach my projects probably 20 times already. Jumping on trends for the sake of profit is reckless and kind of shady — and just not for me.

I would consider what you’re doing more like a professional service. I would lump it into the category of full career services such as career counseling and career/interview coaching. Just going on what you have explained to me, your process seems to be a helpful process that some people simply need to go through.

I don’t think everyone needs this type of service — nor is it my thing — so when people need this type of service, I send them out as referrals. I know that if I write a resume package for someone without direction or knowing who they are and what they have to offer, I am setting them up for failure.

I can only work with people who know what they want, know what they need to do to get there, but just need the career marketing materials to back them up. That’s what I meant by how this evolves naturally in the resume writing process (it does for me anyway). A “deep insight” happens naturally with our one on one conversations while I get to know them and ask them the right questions. It isn’t a predefined curriculum or method and it isn’t a forced thing. The whole idea of coaching someone through the process feels awkward to me. I do not have a Master’s in social work or psychology so I feel unqualified for that.

Anyway, I don’t want to name specific companies, but there are definitely some “experts” who are capitalizing on these branding packages and selling it like it’s the best thing on the planet. I am seeing this increasingly with new, inexperienced writers who are trying to jump on the bandwagon of what’s hot right now. I also see this with the big outplacement firms. But when you dig deeper, all they are really doing is setting up a LinkedIn profile and calling it branding. They can spin it however they want to and call it whatever fancy term they want, but it’s really just a time saving service that they are trying to sell as some extravagant package deal while they mark up their rates significantly (and I do believe we should charge properly so I hope you don’t take it that way).

I am definitely not implying we should be complacent with our services. I’ve only been in this profession “officially” for a little more than seven years, and I have changed and refined what I offer and how I approach my projects probably 20 times already. Jumping on trends for the sake of profit is reckless and kind of shady — and just not for me.

Thanks for weighing in, Jennifer, and for your kind words about me.

Perhaps I misunderstand, but by saying, “If you are a good resume writer or career coach, this is automatic”, you seem to be saying branding is okay as long as it’s not a designated process clients need to work through with their provider.

I find that my clients and I gain much deeper insight into their unique ROI value as we collaborate through the process.

Like many trained resume writing veterans (since about 1990 for me), I was using a kind of personal branding process with clients before it had a name — well before Tom Peters coined the phrase in 1997.

What I’m doing now to help my clients with what we call “personal (or career) brand development” is a much better process — for them and for me. Now we all have at our disposal, through organizations like Reach Personal Branding, proven methods and refined processes to help people gain this deep insight, which I know is critical for them to differentiate themselves in this job market.

If a new process helps people that much more, even though it may cost them more, it certainly warrants consideration.

I’m kind of surprised that you’d say “I still say it’s just a way for people to charge their customers more money — by adding “branding” packages.”

I feel that part of our jobs as professionals is not to be complacent in the services we provide. The same old things may not work as well anymore.

We must continuously seek out opportunities for professional development and stay on top of the latest, best job search strategies, so that we can offer our clients the best. Branding is one of those strategies. It may still be somewhat cutting edge. All the more reason it helps job seekers stand out.

And that’s it for my Monday rant, too 😉

Thanks for your provocative comment.

Best,
Meg

Perhaps I misunderstand, but by saying, “If you are a good resume writer or career coach, this is automatic”, you seem to be saying branding is okay as long as it’s not a designated process clients need to work through with their provider.

I find that my clients and I gain much deeper insight into their unique ROI value as we collaborate through the process.

Like many trained resume writing veterans (since about 1990 for me), I was using a kind of personal branding process with clients before it had a name — well before Tom Peters coined the phrase in 1997.

What I’m doing now to help my clients with what we call “personal (or career) brand development” is a much better process — for them and for me. Now we all have at our disposal, through organizations like Reach Personal Branding, proven methods and refined processes to help people gain this deep insight, which I know is critical for them to differentiate themselves in this job market.

If a new process helps people that much more, even though it may cost them more, it certainly warrants consideration.

I’m kind of surprised that you’d say “I still say it’s just a way for people to charge their customers more money — by adding “branding” packages.”

I feel that part of our jobs as professionals is not to be complacent in the services we provide. The same old things may not work as well anymore.

We must continuously seek out opportunities for professional development and stay on top of the latest, best job search strategies, so that we can offer our clients the best. Branding is one of those strategies. It may still be somewhat cutting edge. All the more reason it helps job seekers stand out.

And that’s it for my Monday rant, too 😉

Thanks for your provocative comment.

Best,
Meg

Very sound advice, Haneef.

Consumers are always wise to research people they’re considering working with.

Actually, they should first find out what it means to BE an expert in that area – level of expertise, years of experience, qualifications, education, etc. Having “expert” status doesn’t always mean someone truly knows what they’re doing.

Thanks for commenting!
Meg

Part of the problem — I think — is the word. In my dream world, we would find another term to get rid of that cattle image. But I’m just one person and my plan of world domination has not yet come to fruition. 😉

The bigger problem (in my opinion) is unscrupulous people selling these services as a “cure all” for a jobseeker who can’t seem to find a job. Those are the “branding experts” I have a problem with. I still say it’s just a way for people to charge their customers more money — by adding “branding” packages.

If you are a good resume writer or career coach, this is automatic. The jobseeker will know what sets them apart and they will communicate their ROI naturally without force.

I have featured a few articles from other career experts that mention branding, but I avoid hype like one should avoid a VD. I hate hype and fads. I like stuff that is time tested and proven to work. The articles I have featured come from people who have been in this business for a while and I respect.

Meh…that’s all for my Monday rant. Thank you for continuing to post topics that make us all stop and think for a minute. 🙂