Do You Really Need a Personal Brand in a Down Economy?

In a down economy, the unemployment rate  typically ticks up as the availability of professional jobs tick down.  This is often referred to as an "employer's" market, as opposed to a "candidate's" market.  Simply put, a surplus of candidates allows employers the flexibility to be more selective in the hiring process and to negotiate salaries at lower levels. As reported by the Department of Labor last week, the national unemployment rate for the month of July  was 5.7% and the rate was 7% for the state of California. Shockingly, the unemployment rate for San Bernardino County was 8.3% and 9.5% for the  County of Riverside.   Los Angeles and Orange Counties ranked a tad better.  

Contrary to popular thought, the ranks of the unemployed in our region are not filled with real estate agents, mortgage brokers, financial services and retail industry folks in totality. Many of the unemployed represent a broad spectrum of professional positions across multiple industries. Also, peeking into the job market are  employees that have become either disenchanted or disenfranchised in their current roles and are passively in the market searching for new opportunities.  Let's pause for a moment...it is also imperative that those currently employed  have a strong personal brand and brand equity with management to ensure sustainability through downsizing events.  In a down economy, value and brand equity are king as it relates to securing and sustaining employment. So, I ask you, "Do you really need a professional personal brand in a down economy? The answer is an astounding YES! 

The bottom line is that employers desire  and hire candidates with the most experience, relevant education and  value for the organization. More importantly, employers  negotiate higher salaries for employees that not only meet requisite requirements, but that also embody the essence of the position, are industry experts, have a solid command of competitive intelligence, are thought leaders and are well networked.  

How do you stack up against your competition? What do you bring to the table, other than requisite or basic position requirements? If downsizing were required, why would your boss tap your peer on the shoulder  as opposed to you? If you were downsized tomorrow, why would an employer select you over hundreds of other candidates? Do you understand that a professional personal brand is not a resume, but rather the embodiment of value that you deliver? What have you done recently to drive your competitive advantage? If asked, can you concisely  articulate your value? Do you have a solid professional personal brand? These are critical questions that require your attention,  particularly in a down economy. TLT Consulting Services specializes in personal brand development. Now is the perfect time to discover the power of your personal brand!

Until next week...

Is Expert Status A Component of Your Personal Brand?

When you think of celebrities with dynamic personal brands, who do you envision in your minds eye? Donald Trump? Oprah Winfrey?   Suzie Orman?  These are examples of iconic celebrity brands that garner global notoriety and respect. In addition to their celebrity status, they are undoubtedly subject matter experts in their respective fields. If access were granted, would you not welcome real estate advice from Donald Trump or financial guidance from Suzie Orman? Would it not be awesome for an entrepreneur to get advice from Oprah about managing multiple organizations under the umbrella of the Oprah brand? Expert status is not reserved for celebrities alone, you too, can be considered a subject matter, category or industry expert by your boss, colleagues and clients. Expert status....are you perceived as an expert?

The opinions, perspectives and visions of those that create authentic expert status around their personal brand  are coveted to say the least.  Expert status in a respective field or industry is critical to the demonstration and execution of competitive advantage. Positioning yourself as a subject matter, category or industry expert, in line with your background, experience and education will differentiate you from the competition and enable you to leverage substantially more opportunities across your career or business.  

I have worked with  clients across a variety of  industries in both public and private sectors. I am often amazed by the fact that despite having spent many years in either the same position or industry, that more often than not, most would not consider themselves experts in any capacity. Shockingly, many are incapable of answering questions such as: "What are the latest trends in your industry?" Who are considered the top thought-leaders in your industry?" "What challenges is your industry currently facing?" "What is the latest cutting edge technology driving your industry?" Who are the top three competitors in your industry?" "What professional organizations specific to your industry are you actively involved in?" "Have you attended a networking event specific to your industry in the last three months?" "What is the state of the local market as it relates to the products or services your company sells?" "What is the current competitive environment specific to new entrants in the physical or cyber marketplace?" "What are customers saying about  the products or services sold by your company"? "What are your top three recommendations on how to improve or grow your companies business?" "What trade publications do you subscribe to?"  "What business oriented books have you read in the last 12 months?" Experts, whether by subject matter, category or industry, are capable of answering such questions and leverage their expertise and personal brands for higher compensation levels and broader career opportunities. 

If you are not considered a subject matter, category or industry expert, expert status is within your reach.  You do not have to be Donald Trump or Oprah to garner celebrity expert status with your boss, colleagues or clients.   Become an expert and let TLT Consulting Services show you the power of your personal brand!

Until next week...

Is Fear Inhibiting the Reinvention of Your Career?

Last week a magnitude 5.4 earthquake shook portions of the Southern California landscape and for seconds, millions of individuals were  paralyzed by fear. Although a native of California having braved through many in my lifetime, I too, for seconds, was paralyzed by fear. As the shaking continued, my mind raced through thoughts and images of my loved ones. In particular, I thought of my eight year old niece and how frightened she might be experiencing an earthquake for the first time.  I'll tell you more about her later. After hearing that my family and friends were shaken, but fine, I thought about the power of fear and its impact on our ability to  move forward in life with careers, aspirations and dreams.  

Fear is powerful, deceitful and paralyzing and robs individuals of their full potential everyday. Fear will hold you hostage to a dead-end position. Fear will hold you  hostage to a job that prohibits you from following your passion. Fear will shackle you to a desk in a company that does not compensate you for your true value. Fear will marry you to a position year after year, simply because it "feels" safe and comfortable.  Fear will squash your dream of an entrepreneurial venture. Fear can creep in the shadows of your mind and spirit, holding you back from repositioning or reinventing your career.  

I worked with a client that had over a decade of experience in the field of medical billing.  In her role at the time, there were no further advancement opportunities, she had neither a college degree nor a state certification for her field.  Her employer had convinced  her over the years that if she left, she would not be able to secure viable employment in the field and urged her to stay.  This was a remarkable client! She was resilient, hardworking, mindful and sharp, yet understandably fearful of leaving.  She had years of experience across multiple functional areas, had created value by implementing processes that fundamentally drove business for her employer and was literally a resident expert.  I worked with her to create a personal brand and then repositioned her for opportunities in which she could leverage her talent and experience as an expert in the medical billing industry. She was amazed by the fact that, yes, without degrees or certifications, her years of experience and accomplishments had not only positioned her as an expert in her field, but yielded opportunities for teaching medical billing at for profit colleges as well as executive recruiting opportunities with agencies specializing in medical billing placement. This process was both transformational and empowering for the client! 

By the way, my niece rode out the earthquake like a champ. Unlike her aunt, she was not paralyzed by fear and from all reports smiled through the shaking and was excited about having lived through her first earthquake.  We should all embrace the fearless spirit of the child within us as it relates to repositioning or reinventing our careers. Is fear holding you back from repositioning or reinventing your career? TLT Consulting Services specializes in personal branding and career reinvention. Don't be afraid...Let us show you the power of your personal brand! 

Until next week...