Jobs Search

A Strong Web Presence or Brand Does Not Happen By Accident

Creating an effective Web Presence does not happen by accident it is a purposeful process.

I have a desire to create my own brand. I want to create a brand where people can get to know me and I mean really get to know me. I want them to be able to say that they either like me or dislike me based upon what I say and what I do. If they dislike me as a result; that is fine. I am not going to cry over the fact that someone does not like me. Life is too short and once I know that; I also know that I am not going to spend time trying to nurture a relationship with someone that does not like me; why should I waste my time?

Why Is a Brand Important?

Why would a technology company want to hire Guy Kawasaki? Obviously if you have any knowledge of Kawasaki and what he accomplished at Apple you would understand his brand and value. You would know that any technology company would be quick to hire Guy.

What is in it for Kawasaki? Is it the ability to command a top salary? When you have a strong brand and employers understand what you have to offer; you are essentially in control of the negotiating process. Without a brand or the employer's understanding of what you have to offer; the employer is in control of the negotiations.

A Brand is the difference between seeking opportunities and being sought for opportunities. The more you are sought for opportunities the higher your value to those that want you. As job seekers we hear that it is always better if you have two employers vying for your services. But... What if those two employers were both seeking you out in the first place? Where does your value go at that point?

If You Do Not Create Your Brand; It Will Be Created for You

I have a desire to create my brand and you may not. I am working at my brand constantly to increase my sphere of influence and you may not care. I want people to know who I am and what I have to offer and you may prefer to dwell in obscurity.

All of that is fine, if that is what you want. What must be understood is that if you are not seeking attention; you will not receive attention and you will be a virtually anonymous person. Your value will be determined accordingly. If there is no competition for your skills; your value will be relatively low. High competition; warrants high compensation.

Your Brand Is Forming

You do, however, have a choice. To be successful in today's job market: you will create a viral presence; whether you want to or not. You may not have a desire to create a large presence and that is fine; but you still need a presence. People that want to find out about you; beyond your resume, need a place to go. Today that place is the Internet.

Your Brand Has a Value to Your Employer

I was watching a webinar recently and Dan Schawbel had an eye opening slide. According to Dan, Best Buy looks at the social media websites to see how many connections a prospective employee has. If the number is less than 250 that can mean the difference between getting the job and not getting the job. In the same slide he said that an IBM study placed a value of $948.00 on each contact or connection of an employee.

The thought by both organizations is that each of these connections has a value to the company.

That should be sufficient evidence to demonstrate that at least some Internet presence is beneficial. Here are some other reasons for creating your viral presence:

Shows that you adapt to change.
Demonstrates that you are still willing to learn.
Builds your technology skill set.
Allows you to inform recruiters and hiring managers.

Shows that you adapt to change

Your ability to adapt to change is important to prospective employers, especially for the older worker. We have all heard the old adage that the only thing constant is change. Businesses, whether they like it or not, are constantly facing change and they need employees that understand change and are willing to make changes.

Demonstrates That You Are Still Willing To Learn

Another trait to demonstrate to employers is the ability and willingness to learn. Again a critical skill for the older employee that shows that you are not set in your ways and unwilling to learn. The inability to be able to demonstrate that you are still learning new things is a common complaint of hiring managers. Employers do not know what to expect in this area without your being able to demonstrate learning.

Builds Your Technology Skill Set

Employers today expect new employees to come to them with a set of technology skills. You must understand and be somewhat skilled in Microsoft Word, Excel, and Outlook at a minimum. Anything you can demonstrate beyond that is a plus and you should look for every opportunity you can find to further develop those skills. Understanding the Internet, Google, and Blogging add to your value and the value you bring to the new job.

Allows You to Inform Recruiters and Hiring Managers

Having a web presence provides recruiters and prospective hiring managers to gain a greater insight into who you are and what other characteristics your bring to the position. Hiring decisions are often made based upon how well the hiring manager feels about you. Whether the manager sees some commonality of interests or activities that give you additional areas of connection. Your work skills are important, but often times not the deciding factor. Building your web presence can be the difference.

job