Design your career brand
to clarify your direction and what makes you unique
I recently designed and delivered a workshop for the graduates of a passenger transport company, to help them prepare for the transition out of their graduate programme into their career. I've used my experience as a graduate programme manager and as a career coach to give them tips and advice on how to kickstart their career. A good part of the day was spent on developing their self-knowledge, as I strongly believe this will help them make the right career choices. One of the exercises I created for the workshop is called the ‘Career Brand Board’.
But this exercise is not just for early-career employees. It can be useful to anyone who is looking at making a change in their career. I work with many clients who don’t see the point of pursuing a career that isn’t right for them anymore, and who don’t know where to start.
It’s about figuring out the direction you want to give your career, but also clarifying what makes you unique and how you can promote yourself authentically when looking for a job.
How to design your career brand
If you want to get stuck in and design your career brand, I recommend setting time aside to work through the questions and exercises below. Some might take more time than others. I’d also suggest talking to someone about it so that you can reflect on your answers - a colleague you’re close to, a friend who can support you in your job search, or a career coach.
Your career vision
What do you want to achieve? Think about the overall aim of your career and what you want your professional life to be about.
Your career mission
What impact do you want to have? Think about the legacy you want to leave and the reasons why you do what you do.
Your career goal
What kind of jobs will enable you to achieve your vision and mission? Think also about the type of organisations and environments you want to work in.
Your values
What matters to you? Identify your top values and explore how to integrate them into your life and career. Here's a short exercise to find your values.
Your personality traits
What drives you? Understand what drives your behaviours, decision-making process and communication style by taking a free personality test by 16personalities.
Your strengths
What energises you? Explore the activities that you enjoy doing and bring you energy by doing this strengths assessment by StrengthsProfile (it's £10, but trust me it's worth it!).
Your skills
What can you do? List all the skills that you have learned throughout your life, splitting them into hard skills and soft skills.
Your Career Brand Statement
Write a power statement to describe what you do in one sentence. Your statement should answer these questions:
What do you do? Your job title or main responsibility.
Who do you do it for? Your internal or external clients, the type of companies you work for.
What's their challenge or objective? What problem can you solve? What can you help them do?
What are the results? How do they benefit from what you?
Here are some examples:
I create communications for employees who are disconnected from the strategy so that they can deliver a great service to our customers.
I am an operations leader for complex multinational businesses who need to manage sales teams effectively so that they can reach their targets.
Now what?
Once you’ve completed your Career Brand Board, you can transfer the content into your CV and cover letter. You can also use it to research companies you want to work for, as well as prepare for interviews and professional networking events.