IComm In-Depth - A Student's Guide to Self-Branding
By Leanne James, Vice President Human Resources

During your next class, take a look at the students around you. Ask yourself, what makes you different from them? Why would someone hire you over them?

These are questions all students must begin asking themselves well before graduation. Taking steps to develop an individual brand will go a long way in securing meaningful and prosperous employment in the future.

Self-branding can be challenging, but approaching your brand as a SWOT (Strengths Weaknesses Opportunities Threats) analysis is a great way to start thinking about what sets you apart from the rest. Ask yourself (and answer honestly), what are your strengths, weaknesses, opportunities, and threats? Formulate your answers based on your key audience, whether it be potential employers, professors or other students.

Consider undertaking the following to stand out in the crowd:

Create a portfolio:

• A professional portfolio will provide you with the ideal outlet for self-branding expression. Use it to illustrate your passion for your work and dedication to detail. Develop a personal and unique letterhead and logo to incorporate into your presentation materials, which should be printed on high-quality paper. Including a branded business card is also an excellent way of showing your commitment and professionalism.
• A powerful portfolio will include a wide range of materials, including a professional résumé and cover letter, examples from work or university classes, such as, press releases, graphic design materials and marketing materials. The exterior of the portfolio should look professional and elegant.

Develop a personal web site, such as myname.com, to showcase your work.

• Use it to promote new ideas, write editorials on current industry-related issues, or provide an advice column through a blog. But remember the Internet can be as damaging as it is helpful. Today's recruiters do standard Google and Facebook searches on potential candidates, so remember to be as professional online as you are offline.

Join industry associations, like IABC, and get involved.

• Use the skills you've learned to contribute to industry functions and help organize events. Take advantage of these occasions to build your network and get your name circulating among your industry's influential decision makers.

Research the companies you want to work for.

• Inquire whether they offer information sessions for students and interested candidates. From these sessions you can often gain valuable insight into the needs of a future employer. For companies that don't offer information sessions, ask to meet a company executive for a one-on-one informational interview. You're not likely to get an interview with the company president, but impressing a well-connected senior executive will get your name mentioned to those in the industry who might be looking to hire someone new.

Know the company with which you're interviewing.

• Know its history, expertise and key players. Hiring authorities want to know you're interested in a long-term career in their organization, not just any old job.

Much like your career is an ever evolving aspect of your life, so too should be self-branding. Every new achievement should be incorporated into your overall "package." If properly maintained, your brand will follow you wherever you go, guide you toward exciting opportunities, and most importantly, demonstrate to others that you are a true asset.

Author's Biography: Leanne James is a seasoned Human Resources professional with 15 years of experience, eight of which have been spent in the public relations industry. At APEX, James's work focuses on recruitment and retention, orientation and training, as well as coaching and event planning. Prior to arriving at APEX, James performed recruitment as well as other duties for international and private firms. James has an English degree from the University of Western Ontario and is working toward her Certified Human Resources Professional designation.