My c-suite and senior-level executive clients often ask me why they need an executive brand biography and how to use it.
A biography is a storytelling tool that breathes life into an otherwise flat rehash of your resume. For job search and career management, a bio affords the opportunity to reinforce your brand through storytelling, in a way that’s more difficult to accomplish in a resume.
What a Career Brand Biography Does Better Than a Resume
- Showcase your leadership and management acumen through softer skills and “good fit” attributes, and link them to your value proposition.
- Personalize your C-A-Rs stories and use them to reinforce your brand attributes and key strengths.
- Generate chemistry around how you use your key personal attributes, passions, strengths, and motivated skills to benefit employers.
- Help employers connect with you and envision you on the job, having a positive impact.
To get an idea, take a look at a fictionalized biography I created for an actual client — a senior executive in real estate acquisitions and business development.
When I create LinkedIn profiles for clients, I use pieces from both their resumes and bios, mixing it up a bit to distinguish profiles from each other, and provide additional info in each. If you look at my LinkedIn profile, you’ll see that the content is not duplicated.
6 Ways To Use Your Executive Brand Biography
1. Re-purpose “brand bites”, or important points, from your bio to use elsewhere. Pop a paragraph or two into email messages/cover letter. Use some of it for your LinkedIn profile About section.
2. Bios are essential introductions for speaking engagements. When making a presentation or giving a speech, give your bio ahead of time to whomever will be introducing you.
3. Provide your bio for corporate board or association work, to give those assessing you a more personal 360 of your value.
4. Use your bio for the About page on your employer’s website, or your own personal website.
5. When you’re revving up your network(s) to help you reach your career goals in job search, provide them with your bio, instead of your resume. It will generate chemistry for who you are and what you do better than a resume.
6. And, of course, add your bio document to your executive portfolio of personal marketing communications.