News from PARWCC!
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Political Shake-Up Threatens Federal Workforce
Election-Year Upheaval Leaves Thousands in Limbo—PARWCC Experts Reveal the Game Plan for Career Survival.
[St Petersburg, FL], [February 24, 2025] – The looming election-year upheaval is putting thousands of federal workers on high alert, with talk of reclassifications, hiring freezes, and potential layoffs. Yet, members of the Professional Association of Résumé Writers and Career Coaches (PARWCC)—who recently convened for an “Ask Me Anything” session—say there’s no need to panic. Instead, they see this as a pivotal moment for federal employees to translate their public-sector expertise into marketable skills for private-sector success.
“We’re hearing from people in panic mode,” said Diane Hudson, Director of the Certified Professional Career Coach (CPCC) program for PARWCC. “But let’s not panic—get prepared. Keep your résumé updated, know your skill sets, and see this transition as a real opportunity.”
At a virtual panel, Hudson was joined by fellow PARWCC career experts who unpacked the risks and rewards of these uncertain times:
- Michael Greco, who works in the Department of Veterans Affairs (VA) and consults on federal résumés, noted:
“It’s a jarring wake-up call, but not the first time we’ve seen turmoil. I tell clients: always be looking, always be updating. The question isn’t if workforce changes happen, it’s when—and how prepared you are.” - Kevin Bottino, a 25-year Air Force veteran turned PARWCC-certified coach, sees an uptick in clients needing quick pivots:
“Just last week, five or six clients reached out, worried about these looming layoffs. But for many, it’s also a spark—they suddenly realize how valuable their federal training and leadership skills are on the outside.”
The Election-Year Context
Historically, major political shifts can trigger reorganizations or closures of certain agencies. This year, with high-stakes budget battles and the possibility of significant reclassifications, federal workers may face abrupt transitions—or forced retirements. Panelists agreed that while policy details remain murky, job seekers should act now:
- Audit and Adapt Résumés: Federal résumés can stretch for pages. PARWCC experts recommend concise, achievement-focused versions for private-sector hiring.
- Mine Transferable Skills: “Federal employees handle crisis management, compliance, and stakeholder engagement—skills prized by private employers,” said Hudson.
- Build a Network Beyond the Beltway: Panelists stressed LinkedIn engagement and tapping personal circles. “We see lots of success from small steps like emailing holiday card contacts,” Hudson added.
- Stay Calm, Get Coached: High-stress job transitions often bring confusion and grief. PARWCC coaches remind clients that professional support can mitigate impostor syndrome and other anxieties.
Bridging the Gap: From GS Grades to Corporate Confidence
During the session, PARWCC members emphasized the “cultural gap” between government and private industry. Many federal employees have never had to interview in dynamic, for-profit environments.
“Federal HR structures are highly regulated,” said Greco. “But corporate settings often move fast, do multiple interviews, and weigh intangible factors. That’s where coaching is invaluable—helping clients pivot mindsets, not just résumés.”
Introducing the Federal to Civilian Career Transitions Master Series
In response to mounting concerns, PARWCC is also offering a Master Series: Federal to Civilian Career Transitions, led by résumé and job search strategist Sarah Moore—whose clients include organizations like NASA and the Department of Defense. This specialized training guides coaches and résumé writers on how to:*
- Translate federal accomplishments into civilian-friendly language.*
- Understand unique cultural differences between public and private sectors.*
- Equip clients with job search strategies for maximizing success.*
- Expand their service offerings and confidently address the worries of transitioning federal employees.*
Designed to unlock fresh revenue streams for professionals and provide targeted career solutions for federal workers, the Master Series taps into PARWCC’s deep expertise in high-stakes transitions—without the typical hassle of a lengthy sales pitch.
“We’re not just dealing with new paperwork,” summed up Bottino. “We’re dealing with people’s lives, families, and futures. Our role is to guide them safely through this storm.”
About PARWCC
Representing nearly 3,000 career service experts across 40+ countries, the Professional Association of Résumé Writers and Career Coaches (PARWCC) sets the gold standard for credentialing and professional development in career coaching and résumé writing. For federal employees facing the election-year fallout, PARWCC-certified coaches provide actionable guidance, from rewriting résumés to navigating hiring systems.
Media Contact:
Margaret Phares
Executive Director, PARWCC
[email protected]
Editor’s Note: A replay of the “Ask Me Anything: Federal Workforce Upheaval” session is available here. Panelists are available for comment on urgent topics like government transitions, career coaching best practices, and résumé strategies for pivoting out of public service.
For more information on the Master Series: Federal to Civilian Career Transition program details can be found here.
Empowering Federal Employees in a Time of Transition: A Guide for Career Services Professionals
As Executive Director of the Professional Association of Résumé Writers and Career Coaches (PARWCC), I understand the critical role career services professionals play in supporting individuals navigating career transitions. With the current shifts in the federal workforce, your expertise and guidance are more vital than ever. This blog post is designed to equip you with the information and strategies you need to effectively assist federal employees considering their next steps.
The Landscape: Understanding the Challenges and Opportunities
The current climate within the federal government presents a unique set of challenges; however, it may open unexpected opportunities. The push for resignations – coupled with programs like the OPM’s deferred resignation option – has created a sense of uncertainty for many federal employees. They’re grappling with questions about job security, retirement benefits, and their long-term career paths. This is where you step in as a service provider.
Your Role: Providing Clarity and Support
Career services professionals are uniquely positioned to provide the support and guidance these individuals need. You are the navigators, helping them chart a course through this period of change. Here’s how you can empower them:
Key Areas of Focus for Your Counseling:
- Acknowledge and Validate – Start by acknowledging the uncertainty and stress your clients may be experiencing. Validate their feelings and reassure them that they are not alone. Your first and most crucial job is to create a safe and supportive space.
- Needs Assessment – Conduct a thorough needs assessment to understand each individual’s unique situation, goals, and concerns. What are their career aspirations? What are their financial considerations? What are their transferable skills?
- Skills Translation – Federal employees possess a wealth of valuable skills, but they may struggle to articulate how those skills translate to the civilian workforce. Help them identify their transferable skills and frame them in a way that resonates with potential employers in different sectors. Focus on accomplishments and quantifiable results.
- Career Exploration – Encourage your clients to explore a wide range of career options. Encourage them to research different industries, job roles, and required qualifications. Provide resources for labor market information and job search platforms. Don’t limit their thinking, but encourage them to consider possibilities they may not have considered before.
- Networking Strategies – Career transitions are made easier with the help of meaningful relationships. Teach your clients to develop effective networking strategies, including how to leverage LinkedIn, attend industry events, and connect with professionals in their fields of interest. Offer workshops or seminars on in-person and virtual networking etiquette and building professional relationships.
- Résumé and Cover Letter Support – Provide guidance on crafting compelling résumé and cover letter content that highlights transferable skills and accomplishments. Work with them to tailor their application materials to specific job openings in the civilian sector. Offer résumé review services followed by instructions on how to customize the résumé and cover letter for individual roles. This is where PARWCC members truly shine: leveraging expertise in résumé writing for these transitioning professionals.
- Interview Preparation – Conduct mock interviews and provide constructive feedback on each client’s interviewing skills. Help them anticipate common interview questions and develop strong responses that showcase their qualifications. Incorporate ideas from effective interview coaching frameworks such as the Organizational Message Chart (OMC) from PARWCC’s Certified Interview Coach program.
- Emotional Support – Career transitions can be emotionally challenging. Offer emotional support and encouragement throughout the process. Build your clients’ confidence and resilience, boosting their motivation and empowering them to tackle the challenges of a job search.
- Resource Navigation – Be a central point of contact for relevant resources, including government agencies, professional organizations, and career development websites. PARWCC can be a valuable partner in this effort too. We can provide you with up-to-date information and resources to share with your clients.
Collaboration is Key
This situation requires a collaborative approach. PARWCC is committed to supporting career services professionals walking through such a massive shift in the federal job market. We encourage you to connect with us, share best practices, and leverage our resources. Together, we can give federal employees the tools they need to navigate this potentially fear-inducing transition and build successful careers. We also encourage you to highlight your PARWCC membership and credentials to build trust with clients based on your expertise and training in résumé writing and career coaching.
US Job Market Report: December 2024 Reflects Strong Economic Momentum
By Stephanie Renk, MBA, CPCC, CERW, CPRW
The U.S. labor market closed out 2024 with impressive growth, signaling continued economic resilience. According to the Bureau of Labor Statistics’ latest report released on January 10, 2025, the economy added a remarkable 256,000 nonfarm payroll jobs in December, far surpassing economists’ expectations of 155,000. This growth underscores the labor market’s ongoing strength despite economic headwinds.
Unemployment Rate Dips to 4.1%
The unemployment rate dropped to 4.1% in December, down from 4.2% in November. This decrease reflects a tightening labor market, showcasing the sustained demand for workers across various industries. The steady decline in unemployment suggests that job seekers are finding opportunities more readily, contributing to overall economic stability.
Sector Performance Highlights
Several sectors led December’s job surge:
- Healthcare: Continued to experience strong hiring due to persistent demand for medical services and aging demographics.
- Government: Employment growth was notable, driven by public sector hiring across federal, state, and local levels.
- Social Assistance: Increased staffing in community and social service roles reflected ongoing support for public welfare programs.
- Retail Trade: After experiencing job losses in November, the retail sector rebounded in December, benefiting from seasonal hiring and consumer spending.
Wage Growth Signals Strength
Average hourly earnings rose by 0.4% from November and showed a 4% year-over-year increase. This wage growth highlights employers’ efforts to attract and retain talent in a competitive job market. Higher wages also bolster consumer purchasing power, which could further stimulate economic activity.
Implications for Monetary Policy
The robust labor market performance may influence the Federal Reserve’s upcoming decisions regarding interest rates. Analysts suggest that stronger-than-expected job growth could delay the anticipated interest rate cuts, as the Fed balances economic growth with inflation control. Policymakers will closely monitor labor trends to determine future monetary policy actions.
Economic Outlook
December’s job market performance positions the U.S. economy for a solid start in 2025. With consistent job gains and wage growth, the labor market continues to drive consumer confidence and spending. However, policymakers and businesses will need to navigate potential challenges, including inflationary pressures and global economic shifts.
In summary, the December 2024 job report reinforces the resilience of the U.S. labor market, offering optimism for sustained economic growth in the new year.
From You to Them: Connecting Your Personal and Business Brands
Seven years ago last month, my brand was born – with a dream and a crappy clipart barbell to signify helping people “shape their careers.”
It was as literal a brand as any former engineer could develop.
While it makes a great joke now, that clip art logo launched Career Benders into the world. It was far from perfect, but it taught me the most valuable branding lesson: start where you are.
That scrappy start has evolved into a brand that reflects my mission in business and the core values I bring to it.
It represents me.
Personal and business branding are intrinsically intertwined—particularly for those of us in coaching, consulting, or entrepreneurial roles where we are the brand.
So, what is a brand anyway? And how does your personal identity influence the way your business is perceived?
Let’s explore!
What Is a Brand, Really?
A brand isn’t just a logo, color palette, or catchy tagline. While those visual elements support the brand, the true essence lies in the experience you create. A brand is the emotional connection people have with you or your business. It’s how they feel when interacting with your website, hearing you speak, or seeing your LinkedIn posts.
For solopreneurs, the line between personal and business branding is often blurry. Our authenticity, values, and personality are woven into our client engagements and become part of our business identity and reputation.
Even in larger businesses, a leader’s personal brand can significantly impact the company’s culture and public perception. Think of household names like Richard Branson (Virgin Atlantic) or Steve Jobs (Apple)—their personal brands became business brands.
This symbiotic relationship between personal and business branding isn’t just a coincidence; it’s a strategic opportunity for differentiation.
The Foundation: Personal Branding
Your personal brand is the starting point for any business branding exercise. It’s who you are, what you stand for, and how you present yourself to the world.
Here’s how to craft an intentional personal brand that aligns with the strengths of your business and sets you apart:
1. Define Your Values
Your values are the guiding principles that inform your decisions, messaging, and interactions. Start by asking:
- What’s most important to me, personally and professionally?
- What values do I already embody, and what carries over to my business?
For example, if you prioritize authenticity and empathy in your personal life, those values will likely show up in your business messaging and client interactions (even without trying!).
2. Find Your Voice
I might sound like a broken record, but be you.
Don’t try to be me or any other colleague. If you’re more formal, your content and engagements may be more polished. Your content may be more conversational if you’re a little more casual.
One tone is not better than the other as long as it’s authentic to who you are. A mismatched voice can erode trust – and zap a ton of energy! – but cohesion can also create clarity and connection.
3. Build Your Reputation
Your personal brand is built as much on action as on intention. Share content that aligns with your expertise and values, network authentically, and deliver on promises. Show up as promised and in the way people expect, and you’ll resonate where you want – and should!
Extending Personal Branding to Business Branding
Once your personal brand is clear, use it as the foundation for shaping your business brand.
1. Align Your Mission
Your business’s mission statement should reflect your personal values. For example, if your personal mission is to empower people to thrive, your business mission might articulate how your products or services achieve that goal.
2. Design with Purpose
When developing visual branding (logos, websites, social media profiles), let your personal style guide the design. Think of these elements as extensions of your personality – you’ll look at them every day, possibly for years! You not only want them to feel like you, but you also want to feel personally connected to something so intimately you.
3. Create a Seamless Experience
Consistency is key. Ensure that messaging, tone, and visuals align from your LinkedIn profile to your business website. This cohesion helps build trust and reinforces your brand’s identity.
I just went so far as to recraft each image for the items in my feature section to be sure they were consistent and brand-aligned. Look at me, listening to my own advice. 🙂
4. Let It Evolve
Brands, like people, evolve over time. As you refine your niche, skills, and business goals, your brand will grow with you; your core values remain the anchor.
Embracing the [Brand] Ride.
Your business will not look like it does today three years from now. Neither will you.
If my journey from clip art to cohesive brand identity taught me anything, it’s that branding is a process. You don’t need to have it all figured out on day one. Start where you are, build intentionally, and allow your personal and business brands to grow together.
The more you infuse your values, personality, and authenticity into your business, the more your brand will resonate with the people you’re meant to serve.
So, what’s your brand story?
It’s time to connect the dots between you and your business – all you have to do is start where you are, and the rest will follow.
Your Friend and Coach,
Angie Callen, CPRW, CPCC
Writing with a Branding Mindset
A recent MFA graduate specializing in screenwriting has taken a job in the mailroom at Sony Studios. His undergraduate and graduate internships allowed him to work in several independent studios, largely in “gopher” roles that were heavily clerical in nature. The whole time he has been creating original work as well, earning recognition at a few film festivals along the way.
Company policy requires him to stay in his current position for six months before looking around for other internal opportunities. April 2025 will be his sixth month. His father, a former client, recommended me to help him with this résumé. What they don’t know is that this is really a two-pronged branding challenge.
The first branding challenge is getting his experience framed the right way. This is a mental exercise.
The second branding challenge is capturing that framework on paper. This is a writing exercise.
The First Challenge
He is NOT a mailroom clerk who specializes in running errands, as his LinkedIn profile would have you believe. He is NOT an MFA grad whose contributions are limited to student-level assignments. He is, in fact, a talented script and production development professional with obvious writing talent who happens to have an MFA and work in the mailroom of a major studio. Big difference. The mailroom job defines what he does, not who he is.
The Second Challenge
Screenwriting has its own peculiar formatting rules. Since it is a writing medium, it makes sense to mimic some of those rules without coming across as too gimmicky. Space that is dedicated to articulating his real talent and career direction is space that does not have to account for the entry-level nature of the internships he held. The whole focus of the writing exercise is to boost his credibility as an industry talent. Fetching coffee for the production team does not qualify as a credibility booster. Notice the mailroom clerk job title is missing.
In other words, he is a writing professional NOW, not when the industry decides to give him a commensurate title. No studio in the country would consider him for even a minor project without seeing samples of his work, so a portfolio link is provided to give the reader a path for further exploration.
And the reason I’m sharing this with you is because many times a client will approach you to solve one problem (a résumé), when the real issue is actually something that has to be addressed first (branding). Anyone can write down a reverse-chronological job history, but is that really what we’re hired to do?
Along with a sample of the résumé I created for this client, here is a list of questions to help you apply a branding mindset to any future projects you might have. Reflecting on these questions will help you think critically about how to approach branding and résumé writing in a way that transcends job titles and focuses on true professional identity and goals.
- Reframing Identity
- How can you (or your client) reframe your current job or role to reflect your long-term career goals and true professional identity?
- Are you letting a temporary position define who you are, rather than what you bring to the table?
- Core Strengths
- What are the unique skills and accomplishments that differentiate your client from others in similar roles?
- How can you highlight things outside the current job to align with your career aspirations?
- Brand Perception
- Does your branding (e.g., LinkedIn profile, résumé) tell the story of who you are professionally, or is it focused solely on where you are right now?
- Positioning for Credibility
- How can you minimize space dedicated to tasks that don’t enhance your credibility (e.g., administrative or clerical duties) and emphasize your core talents?
- Are you using industry-specific language to show your understanding of the field?
- Tailoring to the Industry
- How can the formatting or tone of your résumé reflect the unique requirements and expectations of your industry, without becoming gimmicky?
- Are you showcasing relevant creative work, such as linking to a portfolio or providing project examples?
- Defining the Narrative
- What narrative are you creating about your career journey, and does it align with your ultimate goals?
- Are you focusing on how your current experiences are preparing you for the future rather than emphasizing entry-level or unrelated duties?
- Presenting Work Samples
- How can you provide access to your work (e.g., portfolios, links, or case studies) in a way that strengthens your professional story?
- Overcoming Misaligned Perceptions
- What steps can you take to ensure that employers and decision-makers see your potential and not just your current job title?
- Understanding the Client’s Real Needs
- How often do you dig deeper to uncover the true branding challenges behind a client’s request?
- Do you approach résumé writing as merely compiling job history, or as crafting a persuasive story about a candidate’s future potential?
- Ongoing Career Development
- What additional steps (e.g., networking, portfolio building, personal branding) are needed to support the career narrative you’ve developed?
LinkedIn’s Flawed Brand Can Boost Your Clients’ Profiles
If you need more proof that most people don’t understand what a brand is and how to use it, consider LinkedIn.
Originally, LinkedIn offered a very powerful brand. They promised its members an efficient and effective way to use genuine networking to move their careers forward. For the first time job seekers could reach out authentically and directly to people and organizations who might need their skill sets on their teams.
But LinkedIn didn’t carefully consider the power of the words they use and the product they delivered. Consider the major headings. It should have been no surprise when members saw a portion marked “About,” they took that word literally. They filled up the space with information about their background. But what hiring officials want to know is how someone is going to make them money. Said another way, the “About” section should be a concise and commanding statement of a brand.
Let me use my own “About” section as an example:
“Rising, senior, and very senior executives worldwide who work with me rise above the frustrating business of applying for jobs. The best jobs seek them. I invite you to leverage my coaching and writing skills to win the career you’ve always deserved, get paid what you’re worth, and reduce career stress. We will go far beyond powerful résumés and cover letters. Think of me as your professional career advocate and confidant—the only one who understands your career needs at every level, the only one you can talk to with complete candor. Since actions are stronger than words I never send you to some faceless website…”
As you know so well, a brand is more than a set of specific actions readers will see that prove the author will add value to their organizations. A brand must also identify the market your clients are targeting. Because most readers have very short attention spans, I recommend your clients identify their market right at the beginning of their “About” sections. Since I work exclusively with senior executives, my first sentence is designed to let them know what they will read applies to them directly.
Your well-written “About” sections then expand upon the promises your clients make to future employers. Here’s an example from a client whose specialty is business development for companies supporting the government’s space programs:
“I cultivate a unique blend of leadership expertise, technical systems proficiency, and problem-solving skills at the intersection of federal processes and commercial technologies. These capabilities allow me to address and solve pain-points faced by companies leveraging future space technologies. Those often bring human and operational complexities. I own those challenges: making your vision irresistible to internal and external stakeholders. I lead your people to action – creating excitement and meaningful relationships that further propel your vision. It is my personal mission to advance our organizational goals while cultivating thoughtful relationships with those around me. When that happens, the greatest and most enduring benefit will go to those we serve and the people that make our organization great. I encourage you to email me any hour of any day or night at [email protected]. I promise a prompt reply.”
LinkedIn continued their missteps by calling the next section “Experience.”
It should not have been a surprise that virtually every member copied and pasted a stripped down version of their usually ineffective résumé here.
But experience isn’t a laundry list of companies and dates. There are people who don’t have ten years’ experience; they have one year’s experience ten times!
Useful experience shows our clients growing professionally over the years. While their employers’ names and the years they were with them provides context, success stories document how well our clients’ adapt—a vital capability in today’s world. Consider this example from the same client:
“In this position the challenge was as thrilling as the eventual rewards. Senior leadership tasked me to reassign portions of a key satellite program to new, external agencies amid a struggle for how we should grow and increase our resiliency. Of course, doubts arose from all sides. Would engineers lose key contracts? Would the Department of Defense lose services they relied upon? I listened—really listened—to their concerns. I made time to truly understand the goals…I found agencies made assumptions that weren’t solid. I carefully leveraged those missteps into advantages.…I promised every agency I would get them every critical resource they needed…they saw those new resources as the path to successful futures. …By leveraging the strength of each agency partner we formed a coalition. The program, stalled for two years, was soon back on track because I led us to focus on value, not obstacles.”
Your more powerful “About” and “Experience” sections make writing a commanding “Headline” (the text below your clients’ names) easier.
The “Headline” is your clients’ compact brand statement.
Thanks to you, your clients now have a powerful networking tool. You’ve told them networking cannot be hoping potential hiring officials will somehow stumble across their profile. Reinforce that with numbers: LinkedIn has more than 1,000,000,000 members! If only one one-hundredth of them are looking for positions your clients are seeking, the odds they will be found are one in a million!
Your clients’ networking will start to pay off powerfully when their brand is seen by people who find it useful and respond positively. They are found in LinkedIn Special Groups. Guide your clients to sift through the many thousands of such groups to find the few that will work best for them.
Here’s how it’s done.
Your clients can use appropriate keywords to find the best groups. Because the search function is not very precise, the number of hits will be large. These guidelines will help clients find the best groups for them.
- Older is better. The best groups have been around a long time because they consistently offer networking value to their members.
- Bigger is better. You want as many group members to learn about your clients brand as possible. That’s not very likely in a group that consists of fewer than 1,000 people.
- More focus is better. The best groups have posts that are truly useful. Off topic texts never show up.
Because your clients need to be visible in these groups, it’s best to limit their participation to two or three at the most. Trying to produce content for lots of groups every week will be a distraction, not an advantage.
Have your clients apply online to help both them and the group. When they ask to join a group, a manager or administrator will usually respond. Your clients can show their skill at networking by promising to be a valuable member of the group. To do that well, they can ask the administrator or manager what the key issues are now.
Those ideas will drive the content that your clients post. And they can use the same content to post to their entire LinkedIn network as well as the members of groups.
Guide your clients to produce engaging content. Have them ask questions to start building relationships. Consider this post to a group supporting marketing executives:
“I suspect we’re all struggling to find ways to make AI tools as useful and powerful as possible. Given that AI relies so much on the large language model, I’m searching for ways to make our marketing messages truly authentic. In other words, I want our content to sound like people speaking to people—not like some distillation of text posted on websites. I’ve come up with some tentative ideas. But I’d love to bounce them off of other group members to see what their approaches are. That’s too important to be left to a series of posts. If this issue concerns you as much as it does to me, let’s talk about it. If you can suggest days and times I’ll work hard to align my schedule with yours.”
Once your clients have established strong relationships with other LinkedIn members, ask them to consider the next step: requesting recommendations. This has nothing to do with the idea of “selling oneself” many clients find uncomfortable. Consider this example:
“May I ask a favor please? Would you consider writing a LI recommendation for me? This has nothing to do with ego or vanity. Recommendations help me serve others. If you’re willing, once you’ve written your testimonial, please e-mail it to me. Be as specific as possible. I’ve included a brief guide to make the process easy. With many thanks for your time and consideration,”
I hope this article will help you deliver what so many clients really appreciate: you supporting them with value they never anticipated. Before you mentored them, many clients thought LI a useless time waster. After all, the networking invitations and emails they saw every day were little more than sales pitches.
Your guidance does more than introduce clients to new approaches. You’ll equip them to make networking easier, more productive, and a great deal more fun than they ever thought possible.
I Never Use the Term “Personal Branding” with My Clients
I get it. I was one of the first to suggest that, in reality, we are not resume writers or career coaches, but marketing professionals. We are like Madison Avenue marketing pros for job seekers, responsible for packaging and presenting a product (job seekers) in such a way as they win out over the competition. I get it – Personal Branding. But I NEVER use that term with clients.
Job description of a job seeker
Have you ever taken the time to write out a detailed job description of the average job seeker you work with? It would go something like this:
A successful job seeker must have the following skills:
► Goal setting ► Strategic planning ► Competitive analysis
► Self-analysis ► Market analysis ► Self-motivation
► Writing ► Editing ► Proofreading
► Word processing ► Social media ► Sales and logistics
► Self-marketing ► Communication skills ► Cold calling
► Networking ► Time management ► Research
► Stress management ► Overcoming rejection ► ChatGPT / AI
► Resume development ► LinkedIn ► Life/job search balance
► Interviewing ► Negotiating ► Distraction management
I’m sure I missed a few. Now here’s the thing – the average job seeker hasn’t a clue how to confidently integrate these skills into a successful rapid employment process (job search). And most job seekers don’t possess some/many of these key skills, or are nowhere close to mastering them.
Bottom line: The process of getting a job is ‘beyond overwhelming’ for most job seekers.
Simplification is an engagement strategy
Let’s talk about Personal Branding: The idea itself is complicated enough for marketing professionals. I contend that if we were to ask 10 respected marketing professionals to define Personal Branding, we’d get seven different definitions. So I asked ChatGPT (Chatty) to provide me with a definition of Personal Branding. This is what Chatty told me:
Personal Branding refers to the intentional process of defining and communicating your unique skills, values, and image to create a specific perception of yourself in the minds of others, essentially “marketing yourself” to achieve career goals (or build a public reputation); it’s about consciously managing how you are perceived by others, highlighting your strengths and expertise to stand out in your field.
I then asked Chatty to simplify its definition. This is what it came up with:
Personal Branding is the process of creating and promoting a unique identity or reputation, in the minds of others, that reflects your values, skills, and personality to stand out and build trust with your target audience.
Even this is too complicated and ineffective
Let’s return to the definition of a job seeker that I noted above. If you and I can truly appreciate and relate to the vast number of skills (many untaught and/or uncomfortable) required for job seekers to succeed, the last thing they need is a crash course in Personal Branding. They don’t even want to hear the term! Perhaps in its purest form it is. But for most job seekers, the idea of Personal Branding is hovering around a 10 on the Richter Scale – terrorizing, if not overwhelming.
Job seekers need us to simplify the employment process, not complicate it. When we seek out and implement concepts and strategies to uncomplicate an already uncomfortable process, job seekers will become more proactive, encouraged, and engaged. Simplification is an engagement strategy to inspire your clients/students to take constructive action to secure ‘the right’ employment.
Deliver, Generate, & Produce Approach
Below are two questions. Purely from a job seeker’s perspective, which question do you think will better resonate with them where they understand what they have to do implicitly, and are engaged to do it?
- Did you know that a job search is about selling yourself – Personal Branding? That said, are you ready to proactively create and promote your unique identity in the minds of potential employers, that reflects your values, skills, and personality – so you stand out and land a job?
- Did you know that landing a job is all about communicating what results you can deliver, generate, or produce for your paycheck? That said, are you ready to proactively identify what results you can deliver, generate, or produce that would get a company excited to hire you?
For me over the decades, it’s consistently been the latter.
Job seekers need to focus on communicating the results they can “deliver, generate, or produce” because employers primarily care about how a candidate can solve their problems, contribute to organizational goals, and/or add measurable value. While Personal Branding is important for creating a memorable and professional identity, usually for the long term, a job search is a short-term endeavor, so the focus must be on outcomes – delivering, generating or producing results… not creating a Nike-type brand image.
Here’s why results take precedence:
- Employers focus on outcomes
- Hiring managers are responsible for achieving specific objectives, whether increasing revenue, reducing costs, improving efficiency, or driving innovation.
- Candidates who clearly articulate the results they can achieve directly address these concerns and demonstrate their value.
- Quantifiable results stand out
- Results provide concrete proof of a candidate’s capabilities. Statements like “ignited sales by 18%” or “streamlined processes to save 13 hours per week” are more persuasive than general descriptions of skills or traits, or trying to create a reputation or image in a short block of time.
- Measurable achievements help differentiate job seekers in a competitive market.
- Resourcefulness
- Communicating results highlights how a candidate has identified challenges and implemented solutions in the past, utilizing resourceful tools and strategies.
- Employers view continuous professional development as a significant asset.
- Aligns with the employer’s needs
- A results-oriented approach shifts the focus from the candidate’s personal story to the employer’s priorities.
- Job seekers who align their value with the company’s goals are more likely to resonate with hiring decision-makers.
- Personal Branding supports the message
- While Personal Branding can be integrated into the process, it’s most effective when it reinforces one’s ability to deliver, generate, or produce results.
- It’s easier and more comfortable for job seekers to grasp and communicate the results they can deliver, generate or produce, than to grasp and communicate their Personal Brand.
Where Personal Branding is best served in career coaching
In the short term, for the purposes of securing rapid employment, a job campaign that is centered on the results one can deliver, generate, or produce that a company would eagerly pay for, is the simplest-to-understand, most engaging, and effective method for job seekers to secure the right jobs at the appropriate compensation.
In the long run, Personal Branding is a useful tool where career coaches can help their clients/students build a lasting and successful career by shaping how they are perceived within their industry or organization – over the long haul. It takes time to build a strong Personal Brand that establishes trust, credibility, and recognition, that creates opportunities for professional growth and stability. And a strong brand means the brand has a reputation for producing strong results.
Coaching Personal Branding – for the long haul
First, Personal Branding highlights an employee’s unique strengths, expertise to produce results, and values, making them memorable and valuable in the eyes of employers and colleagues. By consistently demonstrating their skills and contributions, employees can position themselves as go-to experts in their field, increasing their visibility and desirability for advancement.
Second, a well-crafted Personal Brand fosters professional relationships. Employees with a clear and authentic brand attract like-minded peers, mentors, and collaborators, building a robust network that supports career advancement. Over time, these connections can lead to mentorship opportunities, new roles, and access to resources that enhance career trajectories.
Third, Personal Branding provides resilience in the wake of adversity and setbacks. In an evolving job market, employees with a strong brand are more likely to adapt and remain relevant. Their reputation as skilled, dependable, and innovative professionals makes them attractive candidates for new and emerging opportunities.
Finally, Personal Branding enhances job satisfaction. When employees align their Personal Brand with their career goals and values, they can focus on roles and projects that resonate with their passions and strengths. And this enriches their lives!
Summary
No, for the short-term job search process, I never use the phrase Personal Branding. I prefer the DGP (Deliver, Generate, & Produce) Approach. That said, for those people who are seeking to build a Personal Brand for the long haul, to not only succeed in their current roles but also achieve sustained career growth and fulfillment, this is where almost unlimited opportunities exist for career coaches in the area of Personal Branding.
Learn more about Jay’s approach in the CEMP or CIC programs!
What Differentiates You?
I discuss branding in the Certified Professional Career Coach (CPCC) program. A strong identifying personal brand and value proposition statement can significantly boost job search opportunities. It is a platform for a strong career management plan.
I ask my students to think about familiar brands, such as Coke, Mercedes, Target, and McDonalds. Some branded logos are very prominent in our minds. Using the concept that products are branded, people may develop a personal and professional brand to market their best qualities and qualifications for career management, including job search, looking at lateral moves, making career transitions, seeking promotions, securing new clients, or seeking a committee or association leadership role.
When coaching my clients to develop a brand, I begin by asking many questions. Diane’s Query System is a critical career coaching proficiency – that, when mastered – will coach clients to new revelations in the career management journey. Questions are part of the intelligence collection process, exploration, and discovery. Asking pertinent, open-ended questions is a key skill in career coaching. In the CPCC program, I ask my clients to define their purpose, values, motivational factors, and goals.
- What differentiates you from others in your field? What makes you unique? What positive impact do you provide an employer? (Why does someone call you instead of the other experts in this field?)
- Together, we make an extensive list of differentiating factors and their impact on employers.
- What makes you memorable? (What is your passion; what makes people want to contact you repeatedly? What makes people want to hang out with you and listen to you?)
- We brainstorm and list my client’s most memorable characteristics.
- What makes you credible? (What is your track record? Where and what are the proof and metrics?)
- We review my client’s track record for the past several years and list all the significant achievements. This also begins the story development process for developing the résumé, social media profiles, and the interview process.
- What makes you visible? (How are you more visible than your colleagues? What makes you different that puts you ahead of them?)
- Looking at my client’s competition and colleagues, we compare essential and desirable traits by employers.
- What value do you offer an employer? (This is a difficult question for many clients – as many people do not know how to answer it – but it must be addressed.)
- I ask my client to describe the value he/she offers an employer, like saving money, making money, solving problems, team leadership, program launch, and more. What are the most compelling value statements?
- What is your area of expertise? What compels someone to call you? If someone calls you – and they ask, “Can you help me with _______________________?” (It might be about solving an issue concerning engineering, nursing, organizational development, addressing and resolving team dynamics, providing conflict coaching, providing guidance concerning leadership development, mediation, or legal matters. You might be an analytical person, a money-maker, or a decision-maker. You might be a subject matter expert in your field of expertise.)
- I also ask my client to describe his expertise. We list all the times people (customers, leaders, competitors) call my client to ask a question. We create a list of themes and focus on the themes and patterns to guide the brand development
- What does your brand stand for? (What are you an ambassador for? What is your personality – and how does that affect your brand?)
- These questions help my client pull the lists and responses from all the above questions into one. From this conglomeration, we identify all the similar patterns and themes and prioritize them in order of significance and prominence to develop the brand statement.
Prominent products and services are branded to communicate their differentiators and attract customers and clients. As job seekers begin to define and design their brand via personal branding, I coach my clients to learn how to best communicate, articulate, and convey their individual value proposition—that differentiating factor. The value proposition is used on my clients’ résumés, social media profiles, interviews, and the job. It goes where they go, and it represents them.
To solidify the branding statement and create an actual “branded” image in the minds of potential employers, customers, reviewers/recruiters/hiring managers, and human resources professionals on social media or on résumés, clients can develop branded logos or looks. They may use a specific color, picture, or logo on a résumé or social media platform. This look, color, and feel should accompany the written brand and create a seamless look through all written materials.
Literal branding is a mark that is burned or frozen on the skin (yikes). However, that visual can be burned into one’s mind—just like Nike, Apple, or Columbia are universally recognized brands. We can even just see a glimpse of these branded logos, and we can recall the brand.
- Nike’s brand statement: “To bring inspiration and innovation to every athlete* in the world.” *If you have a body, you are an athlete.
- Apple: “To contribute to the world by making tools for the mind that advance humankind.”
- Coca-Cola’s brand statement: “To refresh the world in mind, body, and spirit and inspire moments of optimism and happiness through our brands and actions.”
- Disney’s brand statement: “To entertain, inform, and inspire people around the globe through the power of unparalleled storytelling.”
When writing the brand statement, avoid generalities and jargon. Instead, be specific. Offer numbers and impact/value. Include personality if appropriate, e.g., emphatic, emotional intelligence, wisdom, or other. Coach your clients to craft an indelible personal branding statement in the mind of the reader or hearer.
The ultimate goal is long-term personal brand loyalty!
News from PARWCC!
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