Maximize Your Executive Brand Online with the 6 P’s

by Meg Guiseppi on July 20, 2010

You’ve defined your brand and created your career marketing materials – executive resume, career biography and other collaterals – designed to resonate with your target audience.

Maybe you get that, in today’s executive job search, you’re in a sales and marketing campaign to promote your company of one – Brand You.

Maybe you’re doing a decent job of promoting yourself in person – at industry events and networking opportunities.

Do you get that a strong online footprint with quality search results is now a requirement for successful executive job search?

Most recruiters and hiring decision makers source and assess talent through Google, LinkedIn and other search engines. You’re being tapped or tossed aside based on what these people find (or don’t find) about you online.

All other things being equal with your competitors, having the strongest online footprint can tip the scales in your favor. People assessing candidates like you gravitate toward those who stand out the most online. See my post, Does Your Online Identity Scream “Hire Me”?

Do you have a well-rounded brand communications strategy, incorporating real-life and online personal marketing, to promote your unique promise of value and capture the attention of your target employers’ hiring decision makers?

Based on William Arruda and Kirsten Dixson’s 6 P’s of brand communications in their book Career Distinction: Stand Out By Building Your Brand, here are some tactics to kick your online brand into action:

1. Publishing

Provide evidence of your subject matter expertise and thought leadership through:

  • Your own blog
  • Guest blogging on relevant sites
  • Publishing white papers on relevant sites

2. Posting

Let people know you’re staying current with the works of industry thought leaders and subject matter experts by posting book reviews at Amazon, Barnes and Noble, and other online booksellers.

3. Pontificating

Express your opinions on relevant topics and add value through:

  • Blog comments on top sites
  • Twitter, Facebook, and other social networks
  • E-lists, online forums, message boards
  • Contributing to discussions on LinkedIn Groups and LinkedIn Answers

4. Publicizing

Send out press releases to print and digital media to tell the world when you’ve accomplished something noteworthy, such as:

  • Launching your blog or website
  • Receiving an award, honor or recognition
  • Starting a new business
  • Speaking at an event
  • Offering a free eBook, newsletter or white paper
  • Giving a workshop or seminar
  • Providing pro bono work

Here are a few sites to post press releases online:

Very few people take advantage of these (mostly free) services, so those who do, have a competitive advantage.

5. Partnering

Leverage social media – blogging, LinkedIn, Twitter, Facebook, Ecademy, etc. – to promote your network so they’ll reciprocate:

  • Bring them into your social networks
  • Retweet them and tweet their blog posts
  • Comment and/or guest blog on their blogs
  • Mention them in your blog posts
  • Influence them to write about you

6. Profiling

Extend your online footprint by creating profiles at sites like ZoomInfo, Google Profiles VisualCV, Business Week’s Business Exchange, and relevant professional associations.

Related posts:

10 Steps to an Authentic, Magnetic Personal Brand

You’re a C-level Executive Job Seeker and You’re NOT Blogging?

Online Reputation Management: Do You Self-Google?

3 C’s: Health Insurance for Your Personal Brand

What Personal Branding is NOT

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