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The Difference Between Branded and Nobody #personalBranding

September 24th, 2019

Almost two years ago I hung my shingle out and looked for a full-time job. I had JibberJobber at a point where it didn’t need (or want) my full attention, Pluralsight wasn’t ready for anymore of my courses… and I had time. I also needed a change of scenery. And heck, if I had time, why not look for something where I could get paid, and create one more income stream?

So I did what I had been talking about others doing for years and I became a job seeker. It wasn’t as fun as it sounds, but it was definitely more fun than years early, in 2006, when I didn’t know what the heck I was doing. Long story short, I got a job, and here’s how it started: I found a posting on LinkedIn that was just plain weird. It fit me perfectly and I couldn’t imagine it would fit anyone else. I applied, thinking it would go nowhere, but I got this reply from the hiring manager, a VP (I blurred out his name but then thought he wouldn’t really care :p):

Jason Alba Rusty Lindquist

Up to that point the only response I got to any applications was a canned automated email or crickets. And now I get this flattering response from the VP. When I told my wife about his response she thought for a minute and then said “he probably says that to everyone who has applied.” I was pretty stoked, but she brought me down to earth :p

Long story short, I got hired, months later Rusty left, and a few months later they pulled the plug on my whole program. So I got nine months in corporate, refreshed my ability to “politic,” and had a fun time working my tail off on something that was just destined to die (well, as long as Rusty was there it wasn’t. That’s another thread, though).

The point of this post is not about my last job, or its demise. It’s that I impressed the hiring manager enough that he would respond to me in such a way as he did. Yesterday I was thinking about this and realized that it wasn’t necessarily my background… sure, I’ve done some really cool things, and everything I have done was perfect for this role… but I know tons of people who have done amazingly cool things. Would Rusty have given them the same kind of response?

I’ve heard sayings like “if you aren’t on LinkedIn you don’t exist” and “if I can’t find you on Google you don’t exist.” Not true. There are plenty of people who have no online presence who exist and are very successful. But, as I was thinking about why Rusty would respond to me that way I thought it had to do with how I presented myself and my experiences on my LinkedIn profile.

I’m not going to say that you “don’t exist.” But, I can tell you that as a hiring manager, if I’m down to the last five or ten profiles, and they are all pretty lame (I call them skeleton profiles), but one stands out because not only does that person have the experience I want, but they explain and dig into their careers in a way that they are memorable and prove they have what I’m looking for, I’m inclined to be more interested in them than you.

Skeleton profiles on LinkedIn don’t help you. Not looking? Congratulations… but you might be looking soon :p

Let me suggest one of the most important courses I’ve ever done for Pluralsight… I just tweeted this yesterday:

The concepts in that course are timeless principles. In the olden days we called it reputation and reputation management. Now we call it personal branding. Who knows what it will be called next. Whether you use LinkedIn or Instagram or whatever, there are principles. And that’s what I go into. The course is 2 hours… if you want a 30 day pass to the entire Pluralsight library let me know.

Pluralsight a Developing Killer Personal Brand

Since I started out with talking about LinkedIn, let me also recommend my LinkedIn courses… the first is on optimizing your LinkedIn profile and the second is on developing a proactive strategy on LinkedIn.

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