Building Brand “You”
The last couple sessions in my “Public Relations: Issues, Problems, Practices” class we discussed consumer relations from the perspective of companies and how professionals build brands. This is an interesting topic for a variety of reasons, including that I have heard several high-profile executives claim that PR does not even exist anymore…they see the function existing under the umbrella of “branding,” along with advertising, marketing, and other forms of communications.
The discussion spurred thoughts regarding how students could use the idea of branding in preparing themselves to go out on the job market. I urged my students to begin thinking of themselves as a brand and to build that brand in advance of the job hunt. These notions are not new, bright business minds like Dan Pink have talked about the “free agent nation” for years and how the changing idea of work transforms society. However, I see our value as teachers in bringing this kind of information to students’ attention…we have the time/inclination to interpret these ideas for them, and then give the best and the brightest the opportunity to put them into action.
There are several simple steps a student can take to build their brand. First, set up a communications-related blog. Blogging is inexpensive (free) and does two things: shows potential employers that the student has a grasp on social media and gives the student a forum for displaying how smart she is. I think students should assume that their future bosses have an expectation that the student will know more about social media than they do. However, I do not think this is the case, at least as I’ve noticed in talking to students from around the country. They know a ton about cellphones, but so little about using social media for reputation/branding.
Next, become active members of a social network, such as LinkedIn.com or MyRagan.com. LinkedIn is a general business networking site, while MyRagan is specifically built for communicators. I have a student who used LinkedIn to not only show his boss his extensive list of media contacts, but how the student himself linked to the future boss, even though they were a continent apart. A potential employee who can impress his future boss this way is going to stand out on so many levels.
Yes, these steps are extra work, which students will need to load on top of all their coursework, etc. But, the payoff exists. I have seen it already. Have you? Please share your experiences with us. If you’re a professional, let us know if this jibes with your mindset when hiring young people.
November 3rd, 2007 at 21:24
Bob, this is brilliant advice. As a fellow educator in PR/IMC, I strongly agree with your wise counsel to students about building a personal brand.
I have been blogging extensively lately about student preparation for careers. As many of my students face December graduation, I have been racking my brain trying to come up with every helpful piece of information I can:
– Join a professional association for ongoing professional development and networking.
– Focus on what exactly you want to do and where you want to live to do it.
– Build your network now.
– Scrub your resume and generic cover letter.
– Cut the drinking, partying, and embarrassing photos from your Facebook page. Employers increasingly read these to see what kind of person you are.
But then I read your brand advice, and it all comes clear. Thank you for this. With your blessing, I will make my students aware of this posting. They will be far better off for having read your advice.
Les
November 6th, 2007 at 14:10
Hi Les, thanks for the kind words. I am going to share your ideas with my students as well. The single best days I have as a teacher are when a former student sends or drops off their first business card. I think that your hints will help them get to that point by seriously considering what they would like to do and how to get there.
Have a great day!
Thanks,
Bob