The world is changing, and the concept of branding has likewise evolved and expanded. Marketers are not only selling products and services but their credibility and personality during the transaction process. Furthermore, branding has expanded from representing companies to differentiating individuals. Why has this happened? Our society has adopted new forms of communication and new vehicles for promotion and self expression. Another factor is the increasing competition for employment opportunities. The exponentially increasing competition for top-tier jobs has necessitated candidates to differentiate themselves to potential employers. In addition, recruitment process has changed, with recruiters using Google searches to help evaluate candidates. A recent study revealed that 77% of recruiters use search engines to learn more about candidates and that 35% of recruiters have eliminated a candidate based on information uncovered online (ExecuNet). This trend is reflected even in college recruitment, where companies are searching for references to candidates on the Internet, including social networking sites, such as Facebook and Myspace.

What can save us from all of this mayhem? Personal Branding is the future of self-promotion.

Personal branding Defined: An individual's total perceived value, relative to competitors, as viewed by their audience.

Let's take a closer look at this definition. The term "perceived value" means how an individual is viewed by an audience or that person's total net value as determined by that audience. This value takes into consideration how the individual is thought of relative to competitors possessing similar backgrounds, objectives, and skills in a certain job function.

Personal Branding incorporates three primary subjects: career development, job searching and recruitment and marketing (branding). All three areas must be taken into account when producing a Personal Brand:

1. Career Development: Guidance on career paths and experience and skills needed to progress in each path. It's beneficial to seek professional help from an academic career advisor or outside professional when entering this realm. It's critical that you stay focused once you have chosen a career path; however, you must also diversify to ensure job security. People usually change jobs or careers throughout their lifetimes when new opportunities arise. In 2006, 41% of workers said that they plan to leave their companies by the end of 2007(ExecuNet). Always leverage previous experience and knowledge if you can. Remember that career development is an ongoing procedure and that your competitors know this fact.
   
   
2. Job Searching and Recruitment: The reason for developing a Personal Brand is to be hired by your dream company and to be well compensated by your total perceived value. The best way to promote yourself is to create a strategy based around three outlets and then attack them simultaneously:
   
1. Online Listings – The Internet now hosts the majority of public job postings. Candidates may apply on large corporate Web sites or through engines such as Monster.com. Nearly one-quarter (24%) of jobseekers acquire positions through Internet job listings (ExecuNet). These listings create opportunities for jobseekers by providing easy and accessible information on the Web. Candidates with strong Personal Brands can capitalize on the online channel by formulating strong collateral.
   
   
2. Networking – Good contacts are essential: Forty-six percent of jobseekers obtain jobs through networking contacts. Job listings meant for internal use only are taken through connections. These are usually the best opportunities, and they take the least amount of entry because you already have a contact point. Through networking you will see the full impact of a Personal Brand because you will already have a ready-made interview opportunity.
   
   
3. Traditional – Thirty percent of people get jobs through other communication mediums, such as a phone call, email, or career fair. These three examples are necessary if you are unsure which corporation you would like to belong to or if you prefer the direct approach.
   
   
3. Marketing (Branding): Marketing creates a transaction between a buyer and seller, using promotional, advertising, public relations, direct marketing and other forms to a select target market using a positioning statement. Branding involves creating an image for a product, service or whole organization, which thrives off of attitudes, behaviors and perception of the target market. These same basic principals apply to personal branding.

Elements of a Personal Brand

A Personal Brand consists of four elements that identify an individual's strengths and abilities and project them to his or her audience.

These elements include:

• Appearance: Your personal appearance is a combination of your dress, behavior, and body language. The first impression that your audience forms of you is critical to your acceptance and credibility. For example, if you dress in a suit, stand upright, and act professionally, you will be viewed positively, contributing to your overall personal brand.
  

• Personality: Your communication ability and how you interact with your peers and colleagues forms your personality. The personality you project can be unreceptive, outgoing, friendly, caring, eccentric, or lifeless. It can be a challenge to perfect your persona, especially when it is innate and built in your culture, including your interactions with family and peers. However, personality can be developed through time, especially with counseling and maturity.
  

• Competencies: This area fuses both the experiences and technical skills that you acquire over time. Typically, applicants gather this information in a resume and cover letter. Examples of technical skills include project management, six sigma, graphic design, or database management. These skills enable you to fulfill your job responsibilities and are required for most job openings. The more diverse your skill set, the more adaptable you are, allowing you to apply for a wider variety of jobs.
  

• The Differentiator: The differentiator is most important part of your personal brand, showcasing what makes you unique. If you were a recruiter, would you want to hire an average candidate? No, you would seek out an individual who possesses exceptional abilities that no other applicants demonstrate. When salespeople try to close a deal, they communicate a clear differentiator that will convince consumers that they are buying a superior product. The same principle applies to personal branding.

The elements above are your input. The output is a concise message that weaves them together. This message is a form of elevator pitch that is constructed to sort these four elements into a concise, coherent narrative. You should also customize your story to your audience. For instance, when applying for a job as a public relations specialist, you don't need to mention that you managed the completion of a Web site for a small firm.

Your core message will be used in interviewing and professionals networking. Your "Personal Branding Kit," a collection of marketing materials designed to persuade your audience to offer an interview, will help you get to that point.