the Interview Expert 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Newsletter
Greetings!
 
Welcome to your latest issue of the Interview Expert newsletter.

Every issue explores the key elements of a successful job interview - so you can master your skills and land the job you really want!
 
In this issue we walk you through the "whys" and "hows" of creating your own unique personal branding statement.

Make Me Memorable
 
You've put a lot of hard work into networking, but how do you make your efforts pay off quickly? A solid personal branding strategy can help you turn each new contact into a job opportunity, opening new doors, expanding your network and helping you land the job you really want.
 
The consumer products field relies on brand identification as a way to differentiate products in a marketplace that's as saturated as the job market. Through brand identification, a product can carve out a niche to successfully compete against the glut of others on the market. For example, Special K distinguishes itself from the wide range of other breakfast cereals by branding itself as "...a healthy choice ...  a light, sensible way to start your day."
 
Personal branding is a powerful tool that can help you stand out from other job candidates as effectively as Special K tops other breakfast foods as the healthy choice. Like the Special K example, there's plenty of power in devising a personal branding strategy that targets a specific market. But, branding can be just as effective even when it's not specific. The goal is hitting the two key industry challenges - generating lots of revenue and saving big dollars. Let's look at some branding strategies and how you can use them to your advantage:
 
Broad branding
Example: I'm a management consultant who gets and keeps clients.
 
This is a branding profile I used myself. Although I'd spent more than 12 years as a technical management consultant specializing in group benefits, I was able to market myself in broader terms to connect with new networks of top players in other areas, namely, the executive search and market research fields.
 
Specific branding
Example: I'm a CEO who turns around struggling companies - fast.
 
By branding yourself as a turnaround expert, you appeal to the many companies trying to survive in a sluggish economy. This specific branding strategy, combined with a proven track record, can quickly open doors for you.
 
Targeted branding 
Example: I'm a human resources expert who applies the leading-edge solutions I've learned from working in large companies to medium- and small-sized firms - in practical and powerful ways.
 
Targeted branding is effective when you want to transfer past work experience to a new market or career. It helps companies understand the unique benefits and perspective you can offer.
 
Sometimes branding is as simple as turning your passion into "everything about them" - that is, show how you can benefit the hiring organization. For example, sell your commitment to excellent customer service this way: "By inspiring employees to excel at customer service, I help organizations use customer service to connect to every client, every day, in a positive way."
 
Three keys to make your brand resonate - with your network and potential employers
 
1.  Align it to key challenges
 
Check that your branding statement directly addresses the major challenges faced by your target industry. But, conduct your research carefully, particularly when using the Specific Branding approach; the market should be large enough to offer enough opportunities for your brand and you should be one of a very few candidates with the specific talent and skills that the market needs.
 
2.  Make it clear
 
Your branding statement is powerful only if someone in the industry can understand it.  If an explanation is required, your statement is either too short or too confusing. Before using it in the job market, test your statement with family or friends who understand your field of expertise. If they don't understand it, your statement won't resonate with potential employers.
 
3.  Make it come to life
 
Use short stories of one or two sentences each to illustrate and support your brand identity. Here's one of the stories I've used to support my brand - I get and keep clients:  "I got all my clients back after returning from a 12-month expatriate assignment by keeping in touch with them, nurturing them from afar."
 
Make your networking pay off - and take off - by branding yourself right now. Don't wait until you're facing your next job interview. Take the time to create a personal branding strategy that will make you memorable!
 
 
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Questions?  Comments?  Topics for future newsletters?
Feel free to e-mail us anytime at the Interview Expert newsletter.
 
 
And don't forget to check the Interview Expert blog for more free resources including information on how to answer standard interview questions. 

Can't get past the first interview?
Are you always a close second in the final round?
It could be your interview skills.
 
We help you master your job interview skills by providing you personalized,
professional, one-on-one coaching so you can land the job you really want!
 
Sincerely,
 
Heather
 
Heather McNab
the Interview Expert 
 
416-239-4406
[email protected]      
 
Helping top professionals who give their best,
get their best: Promotions. Jobs. Careers. 
Learn to Sell Yourself as the Solution
so you can land the job you really want!
Personal Branding
Heather
How do you stand out
from the crowd of other job candidates?
 
It's critical to create a solid, market-focused personal branding statement that takes everything about you and makes it everything about them.  
 
This step is so important that I've  designed a special package to help you create one -- fast.  
It's called Make Me Memorable.  We work with you to create your own unique brand so you stand out from the crowd. 
 
And you don't have to wait for your next interview --
do it now, use it now. Dramatically increase
the power of your networking.  
Just click Make Me Memorable to get the details.
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How do your interview skills really stack up?
Find out before your next interview.
 
You can get an objective evaluation of your current interview skills by requesting a professional assessment. 
  • During a 30-minute phone interview, we'll ask you questions that help us assess your current skill level and your preparedness for upcoming interviews.
  • Within 24-hours, you'll receive a detailed personal report that tells you exactly how you can polish your skills.
The Interview Skills Assessment is available for a discounted fee of $97 plus GST (regular value - $300).  Call 416-239-4406 now to schedule your assessment.