How You Are Like Shampoo for College Graduates. Brenda Bence

will hire you because they like you and because you’ve made a connection with them. This doesn’t mean, of course, that you’ll be hired if you’re completely unable to do the job, but even if your skills aren’t as good as someone else’s, you could get hired if you hit it off with the recruiter.

      The stronger the connections you create before, during, and after your job interviews, the more powerful your personal brand will be throughout your entire job search process.

      Your Professors’ Brands

      Still don’t believe the average person has a brand? Think of your favorite professor — the one teacher you actually looked forward to listening to. Stop for a second and consider: How do you perceive that professor? How does he or she make you feel? What are your thoughts about him or her?

      Now, consider a different prof you’ve had … and let’s be honest … who you really didn’t enjoy listening to all that much! It was that one instructor who was so boring that you almost needed intravenous caffeine just to stay awake. Or maybe it was a teacher who was an incredibly hard grader. Just the thought of turning in a paper to this professor tied your stomach into knots. How does this person make you feel? What do you think about this teacher, and how do you perceive him or her?

      Can you see how these teachers have very different personal brands? And their brands have nothing to do with who they think they are. Their brands exist in your mind, based on how you perceive, think, and feel about them.

      Taking Control of YOU™

      Now, apply this thinking to you and your job search. As I said earlier, you already have a personal brand even if you didn’t think you needed or wanted one. Your college grad personal brand may be out there doing its thing, creating perceptions about YOU^TM without you even being aware of it. Recruiters may think and feel about you in ways that aren’t at all how you want to be perceived, just like Alfred Nobel before he created his prizes.

      Most people I’ve met find this idea pretty exciting … and a little bit scary. They don’t like the idea that their personal brand may be running wild — maybe even preventing them from getting the job they want — without knowing what to do about it.

      So, how do you take control of YOU^TM during your job hunt if your college grad personal brand exists in the minds of your potential bosses? What can you do to make sure your personal brand is what you want it to be in interviews and beyond? And how do you want potential bosses to perceive, think, and feel about you? What steps can you take to make your personal brand something that is definable and that you can own? Then, how can you communicate that brand effectively — before, during, and after a job interview?

      That’s a lot of questions, but these are exactly the ones we’ll answer as you move through the steps of our college graduate personal branding system. Once you carefully define your personal brand and put it to work, you’ll truly be able to stick out from the pack of other job applicants. And, just like you pay more for a Starbucks coffee than you pay for a standard cup of coffee at a local café, you can also create a premium-image personal brand for yourself that brings you a better job, higher starting salary, nicer perks, and — in the end — a great start to a more satisfying career.

      Think of it this way: Your personal brand in the job search process is what you want to stand for in the minds of potential future bosses. Who is _________^TM? Write your name in the blank, and let’s get started!

      Step 1: Define It

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      Defining Your Personal Brand

      I always wanted to be somebody, but I should have been more specific.

      — Lily Tomlin, Actress and comedian

      Now, you know you can’t touch your personal brand because it exists in the minds of others. So, if you can’t touch your brand, how can you take charge of it in a way that actually helps you get the job you want as you get ready to leave college? It may seem like an incredibly tough challenge, but name brands have been successfully created in the minds of millions of consumers for years and years. You can absolutely take control of your college graduate personal brand, too. Just like smart marketers have helped buyers choose one brand over another, you can use the same strategies to help company recruiters choose you over the next candidate. The key is to do what all great brands out there do as a first step: Define it.

      Fact: Every name brand you know and love uses six “positioning elements” to carefully define that brand. It doesn’t even matter if the people in charge of managing those brands know about these elements. Trust me: All six are a big part of what makes the brand tick, and it’s a tried-and-true formula.

      You’ve already asked yourself the question, “Who is ______^TM — the trademarked YOU^TM? And maybe you’re saying, “But Brenda, give me a break! I have no idea how to answer that question!” If this is the case, don’t worry. We’re going to work with a step-by-step formula that borrows from those same six positioning elements used by the most successful marketing experts around the world. That formula will help you pinpoint the best possible personal brand for you as a college grad — a personal brand that will present your best talents, strengths, and attributes and that distinguishes you from other people applying for the kinds of jobs you want most.

      The Power of a Framework

      Let’s take a look at the six parts of this formula and see first how they work for the name brands we all love and use every day. Then, you will see how to apply those same elements to YOU^TM.

      Your College Graduate Personal Brand Positioning Statement

      Hopefully, by now, you’ve asked yourself: “Who really is [insert your name here]^TM?” If you’re not sure how to answer that question yet, stick around. We’re going to walk through each part together in detail as you go through the book.

      As we work our way through Step 1 — the “Define it” step — I’ll share with you what you need to complete your “College Graduate Personal Brand Positioning Statement.” Your Positioning Statement will show you exactly how to define who YOU^TM really are — which will help you to get the absolute best job for you upon graduation.

      Bottom line: This is where “you” become “YOU^TM.”

      As we work our way through each of the next six chapters, you’ll be able to fill in each portion of your College Graduate Personal Brand Positioning Statement, just like the one below. Then, we’ll get into how to communicate that well-defined personal brand before, during, and after job interviews. After that, we’ll focus on how to avoid damaging the personal brand you’ve worked so hard to create.

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