Building your online brand for job seekers: Part One

Why it’s important for recent college graduates to build their online brand

            In December 2008, US unemployment rates soared to more than 7 percent for the first time this century. Unemployment rates continued to skyrocket, cresting at 10 percent in October 2009, according to data from the US Bureau of Labor Statistics.

            More than four years later, unemployment rates are still struggling. In April 2013, the number remained above 7 percent. However, advances in communication technology and slowly improving employment numbers have shaped a new job landscape that is simultaneously laced with opportunity, and riddled with new challenge.

            According to a recent study by CareerBuilder, almost 40 percent of today’s employers use social media to research and find job candidates. A successful job search now requires young professionals to embrace change, build effective online profiles and market their digital brands.

            A number of factors contribute to a successful online job search, but it really boils down to two crucial ingredients, brand creation and increasing online visibility.

Creating your online brand

            Like most aspects of this process, there are many ingredients in developing a successful brand. Breaking this process into smaller steps makes it much less daunting.

Step 1: Develop your brand with a specific position in Mind

            I found the most successful way of doing this is by identifying and researching specific job openings. Here’s a list of online resources to find open positions:

·         LinkedIn – Possibly, the best resource for online networking and finding a job.

·         Mashable – This website focuses on developing trends in social media, technology and business industries. It’s also has an extensive job board updated daily.

·         Mediabistro – For me, this website is a must-visit for journalists, writers and bloggers. The website also features a job board updated daily.

·         Google Plus – A number of employers and influencers use the site to post job search tips and career openings. Google Plus profiles also improve your online visibility.

·         Company specific job boards – My tip: create a bookmark folder on your browser with job opening pages from a number of companies you’d like to work for along with job boards like those listed above, all in one place for your daily job hunt.

Step 2: Familiarize yourself with what employers are looking for

            Once you have made your selection, research it. Take notes on the job description as well as the experience, education and skills the employer is looking for. Also note the keywords in the description. Write down which words are used most frequently.

            According to a recent story by NPR’s Ben Bradford, companies often use screening software to scan for resumes containing keywords. Make sure your resume is enhanced with keywords in order to survive the initial screening.

Step 3: Develop a Unique Selling Point (USP)

            Your USP is the tagline of your brand. Think of it like a tweet, take 140 characters and tell employers what sets you apart from the tens of other applicants. In a sentence or two, you will need to answer these key questions:

1)      What value do you provide to a company?

2)      How is your individual value unique from other job seekers?

3)      What is the target audience you provide value for?

            These sentences set the overall tone of your job search. Having a tagline that identifies your online brand will convey your potential benefit to employers.

This is Part One of a two-part series, Part Two will discuss how to establish your online brand.