As many as 80 percent of hiring managers and job recruiters review online information about applicants before they even come in for an interview; a Microsoft survey found. What a simple Web search yields could mean the difference between scoring an interview or not, and Microsoft research says as many as 70 percent of these prospective employers reject candidates based on what they find online.
Image is Everything
On the Web, a picture really is worth 1,000 words. This is why using a professional photo makes a great first impression.
“One of the biggest mistakes professionals make is uploading an unprofessional photo or using different photos across different online profiles,” said Peter Sterlacci, a pioneer in personal branding who reaches clients in 26 countries and 20 percent of Fortune 100 companies. “First and foremost, invest in a professional headshot. Do not upload photos taken from your smartphone or ones shot at a family event.”
Invest in a high-quality image and use it across all of your online profiles. “You want people to always have a consistent professional image of you and this one headshot will be your visual calling card across the Web,” he said.
To help professionals successfully brand themselves online, Sterlacci uses a three-step approach inspired by his passion for cycling: BeYB, or “Be Your Brand,” which encourages people to believe, become and be the brand. The somewhat nebulous concept bridges one’s inner and outer self, at least related to online marketing.
“‘Character trumps credentials,’ he said, quoting Michael Margolis, founder and chief executive officer of Get Storied. “Credentials are your outer self, and while they are important to get your foot in the door, your character communicates your inner self.”
That’s what people are attracted to and determines if people hire you, do business with you or simply connect with you. “Once you communicate your character and your story in your profile, then the need to sell who you are disappears,” Sterlacci said. One of the best ways to rise above the noise is to make a video bio or profile, using a service like videoBIO.com. “Video is the real game changer because it shows the real you. People want to connect with real people and what better way than to tell your story on video.”
LinkedIn makes it easy to add a video to your profile, he said, adding, “Recruiters and hiring managers will be drawn to profiles with video bios.”
Personality Plus Objectives
“Professionals should have a plan in mind that aligns with a specific personal brand and career goal before they create their online profiles,” said Jasmine Sandler, CEO of Agent-cy Online Marketing. “This ‘online personal branding plan,’ as I call it, requires a real objective and interpersonal assessment of a professional’s strengths and weaknesses, content style and commitment.”
Have a clear objective, a plan and a defined market position, said Sandler, whose online branding agency works primarily with SMB B2B tech and telecom clients in overall strategy and execution of managed services. A content plan will help you develop and deliver a unique brand style and position.
“To ensure proper, accurate search results, a person must keep current on all social profiles, especially Google+, LinkedIn and Twitter,” said Sandler. “The same holds true for any publisher sites where they contribute. As a LinkedIn marketing, sales and personal branding consultant and trainer, I can think of no other social network that serves IT professionals and job seekers better.”
She also recommends Indeed.com, Glassdoor.com and, especially for tech professionals, Dice.com. To stand out on any of these sites, follow these tips:
Avoid Resume Speak. Edit the language to be interesting and engaging. Try a fresh approach using descriptors that accurately reflect your personality.
Add Special Projects. Your resume should include more than just a job history; it should reflect your talents. Think outside of the box to share special projects you’ve executed in the past that will showcase your skills in a creative way.
Make Connections. Seek out current and former professional contacts on websites like LinkedIn and Twitter and engage them. By doing so, you’re staying relevant and automatically become a visible resource.
Think Ahead. Before you share any content that could be embarrassing, controversial or speak poorly of former or future employers; think again. It takes time and money to erase damage done, but only takes a few seconds to avoid the problem in the first place. If you’re unsure of whether content could be damaging, ask yourself this: Would you share it with your boss?
Make no mistake, having a virtual resume is a critical step toward finding the right job or even moving up the career ladder. And having the most up-to-date, accurate information is key to reaching prospective employers. To ensure that personal branding is working in your favor, keep your online presence fresh and active.
Natalie Hope McDonald is a writer and editor based in Philadelphia.
