Job candidates who build a brand can create an edge on the competition

This month, JobsSunday reviewed the 2012 job outlook both locally and nationally, followed by a report on what employers look for in job candidates besides hard technical skills.

This feature focuses on what job candidates can do to make themselves fit right in with the hiring manager's wish list by building their own brand.

Branding is best described as a promise of the value of the product. Branding is the combination of tangible and intangible characteristics that make a brand unique. Branding is developing an image, with results to match.

Here are some tips on how to make it all come together.

1) Start with accomplishments. Building an impressive career brand begins with tracking past accomplishments and gaining strategically important new experiences. Actual work accomplishments are the foundation of a career.

2) Develop a spreadsheet of strengths and skills. To develop a true and authentic career brand, a job candidate has to understand the strengths and skills that set them apart.

3) Examine education and training. Degrees and certifications can play an important role in the development of a career brand. Examine these elements carefully. Many candidates use this opportunity to realize that they need additional education or training.

4) Review awards, honors, and other recognition received. Many job candidates downplay awards and honors, but it's important to consider any external validation received.

5) Communicate and reinforce a career brand. An excellent method of reinforcing a career brand is through becoming published. Consider writing for national and industry magazines and newsletters. Post guest blogs for industry blogs and websites.

6) Communicate the career brand out to the world via networking. Make certain that the people most likely be used as references know, understand, and communicate the career brand to others as opportunities arise.

7) Create real examples of a career brand in action for job interviews. Stating a career brand is one thing, showing that brand in action through stories that highlight and reinforce your expertise is something much more powerful.

8) An excellent example is to incorporate a career brand story into an "elevator speech". Being able to expound on a career brand in a 20-to-30 second speech will provide the opportunity to expand the job search without the formality of an interview.

9) Another unique idea gaining popularity is to use a career brand as a headline on a resume. One suggestion is to print a career brand boldly at the top of the resume. If a profile is used on the resume, make sure the brand and bullet points align.

10) Promote a career brand as a cornerstone on a website or blog. The ultimate in career branding is establishing a personal website where all key credentials, including brand statement, elevator speech, mission statement, and resume are showcased.

Branding is essential to career advancement because branding helps define the job candidate, and why they should be hired. Branding becomes a reputation. Branding is about building a name, and describing the added value brought to a situation.

Many job candidates are not proactive enough in establishing and building their career brand, letting their actions speak for them when seeking promotions or new jobs. But why not take the time to master some basic tactics that can help build a career brand?

if job candidates do not brand themselves, others will do it for them. So the most important tip is just do it -- create, revise, polish, and broadcast a career brand. Doing it can help in all areas of the job search.