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SEVEN WAYS TO STAND OUT DURING THE INTERVIEW 53

Write a Personal Brand Statement

Whether you deliberately shaped your career with a personal brand in
mind or not, you are recognized for your specific core competencies and
personal characteristics. If your past is replete with proficiencies, you can
easily draw a picture of yourself for each interview. If not, then you need
to work up an image of yourself that constitutes a substantial brand—one
that will be remembered after the interview.

Because your professional reputation hinges on your experience, it is
important to follow two steps in creating your personal brand: (1) choose
core competencies that describe your experience (revisit Chapter 1 to
determine these); and (2) mention specific accomplishments that will
pique the interest of a potential employer. Branding statements can also
be used as the objective or profile for your résumé. For additional résumé
objective samples, revisit Chapter 3.

Here are some examples of branding statements:

Sample 1: Marketing Professional. Comprehensive experience in di-
recting and executing integrated marketing programs, including database
modeling, direct mail, telemarketing initiatives, and Web site tracking.
Established customer-driven objectives that included acquisition, value
increase, and life-long retention.

Sample 2: Senior Consultant. Oversee engagements that involve
multi-day, on-site interviews with key client team members from various
departments, gathering data on policies/practices for record reten-
tion/management, regulatory compliance, and data review/production
regarding legal data discovery requests. Contribute to the development of
comprehensive recommendations to strengthen underperforming areas.
Proven experience in negotiating services packages for deployment of
e-mail archiving and electronic discovery solutions.

Sample 3: Sales Manager. Developed and implemented client acquisi-
tion, business development, and marketing strategies. Created partnership
channels, secured corporate sponsorships, and participated in business de-
velopment organizations to drive growth for start-up business.

Sample 4: Operations Management. Results-driven senior operating ex-
ecutive offering over fifteen years of experience and success in driving

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