Posts filed under ‘Personal Branding’
Using Joan of Arc Story to Turn Earrings Into Inspiration
Job seekers and careerists: stick with me. I promise this is 100% relevant to advancing your career.
If you need further confirmation of the power of story to move decision-makers to action, or just want to see story beautifully wielded as a marketing tool, check out the video below by Michelle Phan. In it, she uses Joan of Arc’s divinely inspired mission to imbue rings and bracelets with deep meaning. Note how she speaks directly to the viewer, putting them in the same category as the legendary saint:
“I guess, in a way, I should thank Joan of Arc and all of you for inspiring me to believe in myself.”
It might not sound like the most eloquent statement taken out of context, but in the video the sentiment is heartfelt, real, and engaging.
Also note, instead of directly asking the viewer to buy, she implores, “Never give up on your dreams.”
The connection is made. Buying Phan’s accessories = your commitment to and inspiration for fulfilling your destiny.
As her offerings are not “just” accessories, so are professionals’ wares much more than technology strategy, operations leadership, or marketing campaigns.
When you prepare your career communications, think about the story, symbol, and/or concept you could use to convey the real meaning of what you do. For example:
A marketing executive does not just manage campaigns, she spreads your company’s most important message to the world.
An operations leader does not just make sure all the cogs are working, he delights your customers and stops the hemorrhaging of your bottom line.
Here’s one of my favorites from a real client, and most relevant to the Joan of Arc example:
A construction manager does not just build buildings, he is the MacGyver of construction, using uber-creative thinking to get the job done, no matter what.
Again, the connection is made.
Hiring you = spreading their important message, having delighted customers, knowing they’ll be the one construction company in the world to get projects completed on-time and on-budget.
There is a reason Michelle Phan has the #1 female channel on YouTube, coverage on platforms like Vogue and The New York Times, and a contract with Lancome. Where would your career be if you could use story like this?
Need help crafting a compelling, story-based message to land your dream job or take your executive career to the next level? Let’s Talk.
In Job Search, a Picture is Worth a Million Dollars
They say a picture is worth a thousand words. When talking about resumes and other career communications, a picture can easily be worth a million dollars.
I’m working with an IT executive who was wondering whether she’d have to take a salary cut, just to get her foot back in the door after a fairly sizeable period of unemployment. I say no. Let me explain… and you happily employed readers, this is for you too! Your annual review (read raise negotiation) is coming up.
Every job opening has a salary range that the hiring company is willing to pay.
A company will go above their initial range if they think a candidate offers a uniquely high return on investment (ROI) and/or that they align with company culture in a way few others would.
A company will pay as little as possible if they are choosing between candidates they view as offering the same set of skills and experience. Sometimes they’ll even forego making a hiring decision rather than risk making a poor one.
Negotiating a starting salary near the top of the range can add tens of thousands of dollars a year to your compensation and approach a million dollars of additional lifetime earnings. (The total extra amount grows exponentially because future raises and starting salaries at new jobs are negotiated upwards from there.)
So how can you be the must-have hire who commands the big bucks? By painting a clear picture of your ability to solve your future employer’s most pressing problems. Do this by:
- Proving your monetary worth. Review your entire career and look for ways you’ve made money or saved money for your employers. Be sure those are prominent on your resume, individually and cumulatively. If a company knows that you’ve repeatedly added $800K to the bottom line, they’ll feel confident hiring you at $100K+.
- Being branded, not “blanded.” Make sure your communications and everything about you express your brand. That means your resume, the messages you leave on voicemails, and the clothes you wear to your interview are aligned with each other and painting a picture of who you are and how you work. The right company, which is genuinely aligned with who you are and vice-versa, will have to have you.
- Speaking to prospective employers’ specific needs. Yes, of course you’ve researched your field and industry and created your documents and job search plan accordingly. But are you personalizing your communications? Have you Googled the company you’re writing to or interviewing with to find out what their current hot-button issues might be and how you can contribute positively from day one of your hire? Do it! Yes, it takes more time, but a few strategic, meaningful communications will get you further than masses of form letters.
Get the picture? If your employer does, it’ll be worth a million.
