The power of personal branding...

The concept of brand or branding seems to dominate our professional and social culture these days.  Everywhere you turn there's an article or a book or a keynote preaching the importance of brand - establishing your brand, strengthening your brand, protecting the brand, etc.  Doubt the validity of its importance?  Well, simply close your eyes and picture an apple logo or swoosh symbol and ask yourself what else comes to mind?  Ask yourself what products you envision while pondering that particular apple or swoosh?  What adjectives would you associate with those products?  Doesn't take much effort to realize that the concept of brand can be a pretty powerful thing.

I co-facilitated a training session with several colleagues (Heather and Jill, I still have fond memories) and wanted to share several points from that training content in addition to some of my own research. The American Marketing Association dictionary defines brand as "a name, term, design, symbol, or any other feature that identifies one seller's good or services as distinct from those of other sellers."  Historically, the term originated from the Old Norse word, brandr meaning "to burn" as exemplified by ranchers who literally put their mark on cattle, some of our earliest brand champions.  Consider the words of Scott Bedbury, an immortal in the advertising world for his concept of "Just Do It" (Nike) and the rebranding of Starbucks:  "A great brand taps into emotions.  Emotions drive most, if not all, of our decisions.  A brand reaches out with a powerful connecting experience.  It's an emotional connecting point that transcends the product."  As you think of several corporate brands near and dear to your heart, do they succeed in tapping into your emotions?  Positively or negatively?  And how likely are you to change your mental or emotional perception of that entity?

The evolution of several popular brands...

I'd like to spend a few minutes and talk specifically about the responsibility and power that each of us has in the most important brand of all - that of our personal/individual brand.  A personal brand is essentially our reputation, the way in which we are perceived by others, the summation of adjectives, descriptors, and emotions that are conjured up when our name is mentioned in conversation.  How am I perceived by others: smart, lazy, arrogant, sarcastic, dare I say....restless?  What do I stand for?  What are my convictions, core values, and principles and are they reflected in my thoughts, words, and actions?  In the long-term, what will others say about me when I'm gone?

Dare to be different - to stand out in a crowd...

I found a great article on WikiHow that provides a step-by-step plan for creating a personal brand.  You can find it here... How to Build Your Personal Brand.  Several of the steps that really stood out to me were: set goals for your public image; keep your brand fresh; be ubiquitous without over-reaching; and get people talking.  I would also add that a personal brand possesses many elements: your personal brand as a parent, a child, a sibling, a citizen, a colleague, a friend.  It's important to think about your individual identity and reputation through each of these lenses as all of them play a crucial role in how you're perceived.

Another important observation is the interconnection between our personal brand and our professional careers, not to mention the impact personal brand can play in impacting a corporate brand, an employment brand, etc.  In our role as employees, our personal brand can't help but be reflected in the perceptions made by others who see us as the "face or voice of the organization."  It's inevitable.

What will be written here?

I'm taking the time to self-assess my personal brand.  To better understand how I'm perceived by those around me - the people closest to me.  And to make certain the personal brand perceptions I have for myself are consistent with the views and opinions of those I care about.  Some elements I'm concentrating on include: personality, dependability, passions, values, hobbies/interests, and the features/qualities that distinguish me from others.  It's been a healthy and eye-opening exercise so far - one I encourage you to try.

I'll end with some personal favorite quotations on the subject.

“Branding demands commitment; commitment to continual re-invention; striking chords with people to stir their emotions; and commitment to imagination. It is easy to be cynical about such things, much harder to be successful.” - Sir Richard Branson

“Life isn’t about finding yourself. Life is about creating yourself.” - George Bernhard Shaw

“Be Yourself, Everyone Else is Already Taken”. - Oscar Wilde

How fairy tales and romantic comedies destroyed me...

For those of you that have followed my blog from the beginning, you'll recall that a number of my earlier posts focused on relationships and dating, or more specifically, the fact that I wasn't in a relationship and was therefore navigating (and sarcastically opining on) the world of adulthood dating.  For those of you that enjoyed those earlier explications on this often awkward topic - read on...you're in for a treat!

I've had some terrific relationships with some amazing women over the past several years.  I've even fallen in love a time or two - something I honestly thought I was no longer capable of following my divorce sixteen years ago.  And yet here I am - 42 years old - still single and searching.  And it's okay because I know exactly why I find myself in these particular circumstances - AND I know who or what is responsible for my predicament.  My attempts at a long-term relationship have failed and romantic comedies are to blame!  Allow me to explain...

I think I've known I was a hopeless romantic since childhood.  While most young boys were likely fully engulfed with sports, cowboys and indians, and weekend cartoons - I also enjoyed the stories used at bedtime or on long road trips that concentrated on romance and true love.  Damn you, Walt Disney and Hans Christian Andersen!  Snow White, Cinderella, the Little Mermaid, the Princess and the Pea - my earliest programming about love was shaped by these stories and my dreams involved many of these characters with me as the hero.  That's right, readers - I wanted the fairy tale.

Fast forward and this same affliction has been compounded with wave after wave of Hollywood daggers: Sleepless in Seattle, You've Got Mail, When Harry met Sally, Serendipity, Must Love Dogs, High Fidelity, Amelie, Say Anything, Four Weddings and a Funeral, Sabrina, Notting Hill, Two Weeks' Notice...  Essentially, the fairy tales from my youth have been coupled with newer tales, now starring Meg Ryan, Julia Roberts, Andie McDowell, and Kate Beckinsale.  And while my brain recognizes that these are fictional stories involving fictional characters living in fictional worlds, somewhere along the way I forgot to remind my heart and so it continues to want the fairy tale.  And it remains convinced that nothing less will do.

Now I recognize that life isn't a fairy tale and that the reality of relationships involves sacrifice, hard work, commitment to compromise, etc. and I'm completely on board with all of those things.  As stated above, I've met some amazing women and had terrific relationships where all of these concepts were put into practice.  And yet, up until now, there was always an element missing.  Something that I found difficult to define, describe, or explain - but clearly missing.  Let's call it the "X Factor" - the little switch in your head that says it's time to stop looking, the person you've found is all you're ever going to need.  Well, my X Factor has remained in the "off" position in most of my relationships, or has been abruptly turned back off for a variety of factors (some other blog entry some other time...).  And I'm going to remain single until I find the woman that succeeds in emotionally fulfilling that X Factor, putting my switch in the "on" position, and then locking the door to my heart where that switch can be found.  And, upon reflection, I'm convinced that my personal X Factor is that feeling of attraction, fulfillment, and recognition of one's soul mate as depicted in the fairy tales and romantic comedies that helped shape my definition of love; the result of hours spent daydreaming about having my own personal fairy tale, my own individual romantic comedy.  It can't be faked, it can't be manipulated, and it can't be duped.  And I want it.  And I need it.  And nothing less will do.

 So, as I see it, one of two things is going to inevitably happen.  On the one hand, I'm going to continue searching and exploring for my opposite number in the romantic comedy of my life, dreaming and hoping that I find the perfect foot for my glass slipper.  And my search will last a lifetime because the reality is that love and relationship wasn't ever really intended to work that way.  And I'll be the eccentric 80-something still seeking true love as defined by the tales and films of my youth.  Ick, that's depressing.  Enough on that - what's behind Door # 2?

On the OTHER hand, I'm hypothetically going to stumble upon somebody tomorrow or next week or next month or next year.  We're going to meet, we're going to get to know each other, and nature will take it's course.  The romantic comedy of my life will play out, my X Factor will be realized and resolved, the credits will role.  And what happens next won't be found in a script or movie or fairy tale, but for me all my dreams will come true and the ending (along with the journey) will be happy indeed...

P.S.  If anyone has the number for Audrey Tautou's agent, I have a role she'd be perfect for...   : )

Restless about lessons learned...

Greetings readers!  It's been awhile - my apologies for the extended absence.  I was out of the country for several weeks, then away again for spring break retreat with my son (his last before graduating high school), and am finally returning to some measure of normalcy.  I hope I was missed - even if but just a little...

It occurs to me that I've shared very little in this blog regarding my professional career as a recruiter.  I spend the majority of my time focusing on personal matters and opinions here which is the intended purpose.  However, given a number of recent conversations and discussions with people in and out of the office, I'm inspired to step out of the mold just slightly and offer some perspectives from my work side.

For the better part of eighteen years I've dedicated my professional efforts and energies to corporate recruiting in a professional services environment.  I've likely had contact with several million candidates over the course of my career; been involved with hiring several thousand individuals; trained thousands more on how to attract, interview and evaluate talent; and helped establish and define processes and methods that I hope have allowed the organizations and teams I've served to operate more effectively and efficiently.  My career has literally taken me around the world - I've worked on projects in Asia, Europe, the Middle East, Australia, North and South America, and the Caribbean.  Everything from entry-level recruiting at colleges/universities to executive-level recruitment negotiating multi-million dollar compensation packages - I like to think I've been around the proverbial block a few times and know a bit about my chosen craft.

I'd like to share a few of the things I've learned over the course of my career.  I don't profess to have all the answers and there are certainly persons more qualified and educated than I to offer pearls of professional or inspirational wisdom.  Still, as this topic comes up often in my meetings and conversations these days, I thought it might be time to organize a few thoughts.

Do what you love

Without question, the most valued professional advice I can offer anyone is this: find your passion and make it your profession.  I was blessed to stumble accidentally into my career and I've loved recruiting from day one.  For me, little else could offer the same social interaction, stimulation, and fulfillment than what I do every day.  And because I love it, it feels less like work and more like fun - and isn't that the point?  Consider a 40-50 hour week, multiplied by the number of weeks in the year and the probable number of years served in a career and that's the time investment we're talking about.  I can imagine nothing worse than spending that time doing something tedious or uninspired - so don't!

Wonka never worked a day in his life...

Cultivate relationships

We often hear about the power of networks in business.  How they are so critical in sales, marketing, recruitment.  I'd like to make this a bit more personal.  It's not about names in a Rolodex, it's about personal relationships with the people you interact with - colleagues, contacts, candidates, everyone.  Forming lasting relationships is one of the aspects of my job that I enjoy most.  I've known a good number of my current colleagues at Ernst & Young for close to two decades.  I've dined in their homes, we've vacationed together, they've watched my son grow up - they are family.  And family is what you want if and when possible.

Social media is great and professional networking has its place but nothing will substitute for the interpersonal relations you develop with managers, coworkers, division heads, interns, and younger talent.  Be a mentor, become a friend, make a personal positive impact with these individuals and the return will last a lifetime.  And keep these relationships active and fluid - reaching out regularly, not just when there's a need.

Make a difference

In my opinion the best part of a candidate resume is the 1-2 bullet points dedicated to what they did in  a particular role that was different than anyone else.  Not all candidates understand the importance of taking this approach and instead simply recite the basic job functions of whatever position they've previously held.  I think of job positions much like technology - they should be constantly evolving to keep pace with the demands of those that seek benefit from them.  Look at the phone, the television, the computer.  Consider how many evolutions have occurred in their design, shape, functionality, components, etc.  No matter your job title, think about what you can do to make it "job title 2.0", then "job title 3.0" and so forth.  Reexamine processes, methodology, key contacts, tools and systems, interpersonal skills - literally everything - and discover ways to make it better, smarter, more efficient.  If you love what you do, this will be a much easier exercise as passionate people tend to be better change managers in this type of endeavor.

Herb Kelleher at Southwest Airlines personified this concept!

Work hard and play hard - but at the same time

I've often heard the expression "work-life balance" and have to confess, I don't get it.  It makes it sound like the two concepts are exclusive of one another.  Why?  It doesn't have to be.  Irrespective of what you do, there are ways to make work fun, your interactions with others more stimulating, and your professional footprint more impactful.  Create a company softball team, sign up for a charity walk/run event in your area with people you work with, get involved with your corporate social responsibility initiative.  All are easy ways to blur the lines that divide work from life, labor from leisure.

And don't let what you do for a living completely define who you are.  It's an occupation and as such should occupy a considerable portion of your time and life - but it should be accompanied by hobbies, interests, and other involvements.  I've interviewed CEOs who've confessed that their biggest failures were ignoring their children and spouses during the years that mattered most; to recognizing too late that it was time they would never get back.  These are amazing men and women - names that at times appear on the front pages of the Wall Street Journal.  In short, they are people who know a thing or two about this concept and have learned too late the consequences of imbalance.  Don't fall victim to their same mistakes.

Pay it forward

No matter what you do, find opportunities to help others who are still attempting to find their professional path.  Maybe it's a more junior professional in your department, perhaps it's someone who's simply exploring career paths and is looking to better understand what it means to be in a certain profession.  Whatever the circumstance, make time to share what you've learned, what you've accomplished, and where you've fallen short.  While it might seem insignificant to you, it's invaluable to others and could help make or change a career decision, improve individual performance, impact someone else's life for the better.  I've helped to hire people who've approached me years later full of gratitude as that particular career move years earlier started them on a path to happiness and fulfillment. Take it from me - there's nothing more rewarding than those messages/conversations.

Know your craft and stay current

Let me illustrate this point with an example that's near to home.  Many people think recruiting is simply, well...recruiting.  It's been done in much the same way for years.  But is that really true?  Think about the tools and the technology used to link recruiters with talent pools.  It used to be newspaper and magazines, then agencies and headhunters, then job boards, and now social media, mobile technology, and big data are again changing the recruitment landscape.  And tracking candidates used to be managed with resume file folders, then spreadsheets, then basic databases, and now complex Applicant Tracking Systems and Candidate Relationship Management tools that feed directly into company HRIS.  I imagine the same can be said for many other professions.  How has your profession evolved?  How have the tools changed?

Become and remain educated in your chosen career path.  Study the company you work with, familiarize yourself with the overall business model, the individual service lines, your competition, the regulatory and governing bodies that oversee your particular industry, the tools that you have internally and that are available in the external market.  There's a mountain of things to learn and the mountain is constantly changing and evolving.  Be an expert, both broad and deep, and it will continue to open doors for advancement and greater opportunities to make an impact.

I'm simply a huge Branson fan...

So those are just a few thoughts from your Restless Recruiter.  I hope they inspire you, or cause you to reflect - even possibly make a change or set a goal.  They are some of the more important learnings thus far from a career spent attracting, interviewing, and hiring some amazing talent and thought leaders in the professional services arena.

Until next time...

RR