Develop a Personal Brand to Minimize Job Search Woes制定一个个人品牌，尽量减少求职困境 By Rebecca R. Hastings , December 2006 丽贝卡河的黑斯廷斯， 2006年12月 [ From SHRM%26#39;s HR Careers Articles ] [从人力资源管理学会的人力资源招聘文章 ] When it%26#39;s time to search for a new position, HR professionals know they need to clean up their resumes, network and hone their interviewing skills.当它的时间来寻找新的位置， HR专业人士知道，他们需要清理自己的简历，网络和锻炼他们的面试技巧。 Personal branding avoids the need to tackle these chores all at once.个人品牌避免了需要解决这些家务活一次。 And, once branded, individuals may find they no longer need to look for work; instead it looks for them.而且，一旦品牌，个人可能会发现他们不再需要寻找工作，而是寻找他们。 Becoming well known in an industry or profession is a priority for those striving to establish a personal brand, says Susan Geary, owner of 1st Rate Résumés in Prescott, Ariz. and vice president of public relations for Career Directors International , a professional association for career professionals: %26quot;Once you get to that point you don%26#39;t even need a resume.%26quot;成为众所周知的一个行业或专业是一个优先为这些努力建立个人品牌，苏珊说，盖瑞，主人第一简历率在普雷斯科特，亚利桑那州和副总裁公共关系国际职业董事 ，专业协会的职业专业人员： “一旦你到这一点，你甚至不需要简历。 ” %26quot;The goal is for the candidate to do the hard work for the hiring manager,%26quot; says Linda K. Rolie, principal of Career Services , a management consulting and counseling firm in Ashland, Ore. %26quot;Branding gives hiring managers a snapshot of what they do, what they know and how they get along with other people.%26quot; “我们的目标是为候选人做勤奋工作的招聘经理说， ”林达光Rolie ，主要的就业服务 ，管理咨询和辅导阿什兰公司在俄勒冈州“品牌为招聘经理的快照他们这样做，他们知道他们如何相处的其他人。 “ %26quot;The more times [a job seeker] can splash [their skills] across the hiring manager%26#39;s desk and in their marketing and selling of themselves, the better,%26quot; Rolie says. “越倍[求职者]可以飞溅[技能]全国招聘经理的办公桌，并在其营销和销售自己，更好地” ， Rolie说。 But a resume alone may be insufficient to attract the attention of a hiring manager.但是，仅仅恢复可能不足以吸引了招聘经理。 %26quot;Individuals should make sure they can articulate the unique value they bring to an organization,%26quot; says Abby Locke, president of Premier Writing Solutions, LLC , an executive resume-writing and personal branding services company located in Washington, DC. “个人应确保他们能够阐明的独特价值，他们把一个组织， ”洛克说，艾比总统总理写作解决方案，有限责任公司的执行恢复写作和个人的品牌服务公司，总部设在华盛顿特区。 To highlight accomplishments and skills individuals need a clear picture of what they have to offer.为了突出成绩的个人和技能需要一个清楚的了解他们所提供。 But Geary says many professionals fail to keep track of professional accomplishments and therefore struggle with this task.不过，吉尔说，许多专业人士无法掌握的专业成绩和斗争，因此，这项任务。 She suggests keeping a career file that includes copies of performance reviews, seminar information, emails from supervisors, and thank you notes from customers, with the same attention to detail that is given to tax files.她建议维持了职业生涯的文件副本，包括业绩评语，研讨会的信息，电子邮件监督员，并感谢您注意到客户，同注重细节这是考虑到税收档案。 Geary says HR professionals should also gather information that demonstrates how they have impacted an organization%26#39;s long-term results.盖瑞说， HR专业人士也应收集资料，表明它们是如何影响一个组织的长期效果。 Once it has been established, Locke says an individual%26#39;s brand should be conveyed consistently on the resume, career marketing documents, a 30-second elevator pitch, organizational affiliations and a web portfolio.一旦已经建立，骆家辉说，个人的品牌应转达了一贯的简历，职业营销文件，一个30秒的电梯摊位，组织的联系和网络产品。 Is Branding the Flavor of the Month? 是品牌的风味每月？ Locke says b randing is not a new concept though the idea of branding a person is being given greater attention now.骆家辉说， b randing不是一个新概念的想法虽然品牌的人正在给予更多的关注现在。 %26quot;Not only has Google made candidates more transparent to HR people it%26#39;s also made HR people more transparent to candidates,%26quot; says Kirsten Dixson, founding partner of Brandego LLC , a career and personal brand management consulting firm in Exeter, NH, and co-author of the soon-to-be-released Career Distinction: Stand Out by Building Your Brand (Wiley, 2007). “不仅是谷歌的候选人更加透明，以人力资源的人也是人力资源的人作出更为透明的候选人说： ”克尔斯滕Dixson ，创始合伙人Brandego有限责任公司 ，职业和个人品牌管理咨询公司在英国埃克塞特新罕布什尔州，并共同作者在即将发布的职业区分：脱颖而出的建筑您的品牌 （ Wiley出版社， 2007年） 。 %26quot;HR people should walk their talk,%26quot; she says. “人力资源人们应该走他们的谈话， ”她说。 %26quot;If they are Googling candidates, they should recognize that candidates are going to be Googling them.%26quot; “如果他们使用Google的候选人，他们应该认识到，候选人要在Google上搜寻他们。 ” %26quot;Personal branding has been around longer than the idea of online identity,%26quot; Dixson says. “个人品牌已经有长于思想在线身份， ” Dixson说。 %26quot;But the web has made it more important than ever to be incredibly clear about what your personal brand is and to consistently communicate that brand online.%26quot; “但是在网上已经比以往更重要的是难以置信的清楚你的个人品牌，并不断沟通，品牌线上。 ” Dixson says personal branding is the new method of career management. Dixson说，个人品牌的新方法，职业管理。 %26quot;It works well because it%26#39;s incredibly positive,%26quot; she says. “这很好，因为它令人难以置信的积极的， ”她说。 %26quot;It%26#39;s about who people really are and how to leverage their unique abilities.%26quot; “这是对谁是真正的人，以及如何利用其独特的能力。 ” Dixson says the branding process begins with extracting information about an individual, including what they uniquely offer. Dixson说，品牌进程开始提取信息的个人，包括他们独特的报价。 This includes surveying colleagues, clients, friends and family.这包括测量的同事，客户，朋友和家人。 %26quot;It also involves analyzing who your target audience is; who needs to know about you to help you reach your goals,%26quot; she says. %26quot;We use this data to hone in on an individual%26#39;s brand statement - their elevator pitch,%26quot; says Dixson. “这还涉及到分析谁是目标受众是，谁需要了解你，以帮助您达到目标， ”她说。 “我们使用该数据来磨练中个别品牌的声明-他们的电梯摊位说， ” D ixson。 %26quot;That brand statement is then applied consistently across their resume, LinkedIn profile , web profile, cover letter, blog, etc.%26quot; “这品牌的声明是一致适用然后在其恢复， LinkedIn的个人资料，网上个人资料，求职信，博客等” %26quot;The next phase is expressing,%26quot; Dixson says. “下一个阶段是表示， ” Dixson说。 %26quot;Once you%26#39;ve extracted your brand you have to come up with a plan to make sure your target audience is aware of who you are and what you offer.%26quot; “一旦你提取你的品牌你必须拿出一个计划，以确保您的目标受众知道你是谁，您提供什么。 ” Like product marketing personal brands are communicated narrowly in ways that make the individual visible to the target audience.像产品营销个人品牌是狭义的沟通方式，使个别可见的目标受众。 %26quot;We don%26#39;t have the budget to reach the world,%26quot; Dixson says. “我们没有预算要达到世界， ” Dixson说。 Avoid Being a Jack of All Trades 避免成为万金油 Because there is so much information online, Dixson says part of the challenge is figuring out how to stand out.因为有如此多的在线信息， Dixson说的一部分所面临的挑战是搞清楚如何脱颖而出。 %26quot;One of the biggest problems we see when people are developing blogs is that they have 50 different categories [of information] where five or six would be better,%26quot; Dixson says. “其中最大的问题，我们看到当人们正在开发的博客是，他们有50种不同类别[信息]其中五个或六个会更好” ， Dixson说。 %26quot;Strong brands are known for just a couple of things.%26quot; “强大的品牌是众所周知的只是几件事。 ” %26quot;I think blogs are one of the best ways to build your brand online,%26quot; Dixson says. “我认为博客的最佳方式之一来建立您的品牌在线” ， Dixson说。 %26quot;It creates a two-way conversation, and anyone can create a blog with limited technical knowledge,%26quot; she says, adding that blogs are either free or accessible at a very low cost. “它建立了一个双向的对话，任何人都可以创建一个博客有限的技术知识， ”她说，这博客是免费或可在非常低的成本。 Those concerned about the time it takes to maintain a blog should take heart.那些关心的时间，保持一个博客应采取的心。 %26quot;Blogging experts will tell you to update blogs three times a week or daily,%26quot; Dixson says. “博客专家会告诉你更新博客每周3次或每天， ” Dixson说。 %26quot;But my advice is to do so at least three times a month.%26quot; “但我的建议是这样做至少3次一个月。 ” And although it%26#39;s important to have some original content, she says it%26#39;s more important to create a well-organized resource that highlights an individual%26#39;s areas of expertise.虽然是很重要的一些原始内容，她说，更重要的是创造一个良好的组织资源，突出个人的专长领域。 What Happens at Home Stays at Home 会发生什么事在家里留在家里 %26quot;I strongly believe that professionals need to separate the personal from the professional,%26quot; Dixson says. “我坚信，专业人员需要单独的个人的专业， ” Dixson说。 Those with personal websites should take advantage of the privacy features available on sites like Facebook and MySpace that allow the user to control who sees what, she says.这些与个人网站应当利用隐私功能可以在网站，如Facebook和MySpace允许用户控制谁看到什么，她说。 %26quot;The tools are there; people just need to understand how to utilize them.%26quot; “这些工具有;人民只需要懂得如何利用他们。 ” Professionals who want to spice up a blog with personal accomplishments, such as completion of a marathon, should do so with caution, according to Dixson.专业人员谁想要香料了博客与个人的成就，如完成一个马拉松，应该这样做持谨慎态度，根据Dixson 。 %26quot;The conservative approach is to avoid putting anything on a blog or web portfolio that you wouldn%26#39;t put on a resume,%26quot; she says. “保守的办法是避免使任何一个博客或网页组合，你不会把简历， ”她说。 %26quot;The key is relevance - is the information relevant to your target audience?%26quot; “关键是相关性-是有关的资料，您的目标受众？ ” But Dixson says there are times when personal information can filter out those organizations that an individual would not want to work for anyway, such as those that conflict with political or religious beliefs.但是Dixson说，有时间的个人信息可以过滤掉这些组织，个人不希望任何工作，如冲突的政治或宗教信仰。 %26quot;Putting a little bit of who you are and what you think can help weed out no-win situations,%26quot; she says. “把一点点您是谁，你的想法可以帮助剔除没有的局面， ”她说。 %26quot;That%26#39;s really the benefit of branding,%26quot; she adds, %26quot;It attracts the right kind of opportunities for you - the ones you will most enjoy.%26quot; “这是真正有利于品牌， ”她补充说， “它吸引了合适的机会，你-那些你最喜欢。 ” If You Build It - and Manage It - They Will Come 如果您建设-和管理-他们会 Dixson says anyone can quickly and easily establish a web presence. Dixson说，任何人都可以方便快捷地建立一个网站存在。 %26quot;One good starting point is to Google yourself to establish your baseline,%26quot; she says. “一个良好的起点，是谷歌自己建立的基准， ”她说。 %26quot;If you have no presence at all, that says something. If you have very little presence, it%26#39;s easy to build,%26quot; she says. “如果你没有在所有的存在，这表示什么。如果你有很少的存在，很容易建立， ”她说。 %26quot;But if you have negative stuff -- known as digital dirt -- then you really have to build and actively promote your own site so it will rank higher in search results than the dirt.%26quot; “但如果你有负面的东西-被称为数字泥土-那么你真的要建立和积极推进自己的网站，以便将排名在搜索结果中比泥土。” Dixson also recommends the use of profiling/online networking services like ZoomInfo, LinkedIn and Ziggs to help monitor and control an individual%26#39;s online identity. Dixson还建议使用貌相/在线联网服务，如ZoomInfo的， LinkedIn和Ziggs ，以帮助监测和控制个人的网上身份。 Zoominfo only looks for professional info and aggregates it into a profile, says Dixson, which may or may not be accurate.看起来只有ZoomInfo的专业信息，并汇总成资料， Dixson说，这可能不准确。 %26quot;You can check to see if you have a profile, register for free and update it,%26quot; she says. “你可以看看如果你有个人资料，免费注册和更新， ”她说。 Dixson says profile sites are generally accurate: %26quot;The reason you can%26#39;t get away with anything on them is because of peer pressure; your former colleagues are all looking at them too.%26quot; Dixson说，档案网站通常是准确的： “因为你不能逃脱任何东西对他们是因为同侪压力;您的前同事们都期待他们的太多。 ” %26quot;There are other things HR people can do to establish their identity on the web,%26quot; says Dixson, such as posting on related HR blogs, participating in online discussion forums and reviewing books about HR topics on Amazon.com. “还有其他事情人力资源的人才能建立自己的身份在网站上说： ” Dixson ，如张贴的有关人力资源博客，参与在线讨论论坛和审查本有关人力资源议题在Amazon.com 。 %26quot;It%26#39;s all about networking and giving -- serving as a resource,%26quot; she says. “这是所有有关网络和提供-服务作为一种资源， ”她说。 %26quot;If you can get on the board of a professional association that%26#39;s huge,%26quot; Dixson says. “如果你能对董事会的一个专业协会，巨大的， ” Dixson说。 %26quot;Professional associations are a great way to network, online and offline.%26quot; “专业协会是一个伟大道路网络，在线和离线。 ” Whatever methods are used, the HR professional should make sure their identity is tightly related to their areas of expertise, Dixson adds.不管方法的使用，人力资源专业应该确保他们的身份是紧密相关的领域的专门知识， Dixson补充说。 Dixson says a solid web presence can even help an individual rebound when career challenges and economic downturns occur. Dixson说了坚实的网络存在，甚至可以帮助一个人的职业生涯时，反弹的挑战和经济衰退发生。 %26quot;Opportunities seem to come to you rather than having to go out and get them all the time,%26quot; she says. “机会似乎来找你，而不是走出去，让他们所有的时间， ”她说。 %26quot;It%26#39;s like perpetual career management.%26quot; “这就像永久的职业生涯管理。 ” %26quot;If you manage your career on a daily basis -- like brushing your teeth -- then it doesn%26#39;t become such a big job,%26quot; Dixson says. “如果你管理你的职业生涯的日常-如刷你的牙齿-那么它不会成为这么大的工作，” D i xson说。 Rebecca R. Hastings, SPHR, is online writer/editor for SHRM. 丽贝卡河黑斯廷斯， SPHR ，在线作家/编辑的人力资源管理学会。
