Make your digital profile stand out with a personal video
Have you considered creating a video introduction for your personal brand? It could be a difference-maker in your career advancement or job search.
Anyone who has had the experience of seeking a job in the past four years already knows it is tough terrain.
Aside from the difficult economic times, the job search game has changed dramatically. Applications are only accepted online, where they are deposited into a database of potentially thousands of candidates.
Another reality of the modern job search is most jobs – as many as 80 percent – are never posted. Advertising open positions on websites and job boards is the last resort for recruiters looking to fill a position. Their preference is to search candidates from within their network before looking outside it. In this environment, getting on the radar of recruiters and hiring managers requires a new approach.
We are all marketers now
The cold-blooded irony of today’s job market is that the most-prized candidates aren’t actively searching for a new job. They are pursued. Job seekers need to become the pursued. They need to think like a marketer, specifically like an inbound marketer in the digital world.
The inbound marketer focuses on creating content that is found and valued by desired customers. For job seekers, I would break it down to two imperatives: be found and be awesome. Develop a personal brand identity that distinguishes you from the masses and build a digital footprint that demonstrates your value. Here is how I have built my digital footprint:
My blog is the content hub for sharing information and showing my expertise and thinking about marketing strategy.
My weekly e-news digest extends my digital publishing profile and demonstrates knowledge of business technology trends affecting the marketing industry.
My personal website is where I have dedicated pages focused on accomplishments that reinforce my personal brand identity.
My LinkedIn profile is search optimized to be found by recruiters for the skills I want to be known for. It is also the primary platform I have for sharing content and engaging with my network of influencers.
My Twitter account is exclusively used for engaging with professionals in my industry. I approach tweeting as a publishing platform, with consistent topics balanced with regular engagement. Anyone looking at my Twitter stream will get a good idea how I use social media as a marketing channel.
My Facebook profile is primarily for personal use. But it is open for the public to see and many of my friends are past colleagues. I consider it a part of my professional digital footprint.
Most recently I have added YouTube video to my footprint. Here is my video resume.
What video can do for your personal brand
Inbound marketers know the power video and images have to persuade and engage users. Ninety percent of information transmitted to the brain is visual, and visuals are processed 60,000 times faster in the brain than text. When you are found by a recruiter, a video can break through the clutter and quickly convey your personal brand message. Here are the primary objectives for my video.
BRINGING THE BRAND TO LIFE
It tells my story in a unique, engaging way. In it, I can include aspects of my life experiences and work history that a hiring manager cannot discern from a resume. The use of images humanizes the storyline of my career path and reinforces the unique traits I have that comprise my personal brand:
- Learning. My lifelong passion for continuous learning, inside and outside my profession
- Creating. My creativity in developing strategy and producing marketing communications
- Leading. My history of effective teamwork and serving as a leader
- Achieving. My record of accomplishing objectives and striving for improvement
According to flip.net, videos have a 400 percent higher engagement than static content. My objective is to get attention, build interest and push recruiters deeper into my digital footprint to learn more. The call-to-action is to discover the details of my accomplishments and contact me to talk further.
Uploading video to YouTube with the proper tags and keywords increases the likelihood of being found on search engines. According to MarketingWeek, video results appear in 70 percent of the top 100 search listings. YouTube is the second-most used search engine after Google.
A video gives me one more way to spread the word through social sharing. Besides embedding it in my LinkedIn profile, the video can be shared via this blog post, on Facebook, Google+ and other social networks like Twitter. YouTube reports that 700 videos are shared on Twitter every minute. With some luck, mine – and yours – will be one of them!
Technology has enabled video creation to be within reach of anybody with a laptop, smartphone or digital camera. Content marketers and brand managers leverage its power to engage, enchant and influence customers online. Job seekers can do the same.
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