The Future is Now. Are You Ready?
Written by Orly Zeewy, Brand Architect
We are living in a time of unprecedented change. The Future of Work is here. According to a 2015 study by the Bureau of Labor Statistics, the average person between the ages of 18-50 will hold twelve jobs over their career. Findings from the 100 jobs of the Future project provides a glimpse into future career opportunities that we have not yet experienced or imagined. If you’re an expert in technology and love to teach, you may find yourself an AI educator—helping people make the most of artificial intelligence and learning how to work with digital and robotic assistants.
As we navigate these new opportunities, developing your personal brand is no longer a “nice-to-have” but a critical component of your job strategy and the first step to building a professional LinkedIn profile. When you are clear on your personal brand, you can adjust your skillset based on who you are, not on the changing landscape. You’ll be able to look at job opportunities through the lens of your unique value proposition so you can focus on what fits your needs instead of trying to fit yourself into an ever-revolving door of job descriptions.
Jobs may change but your UVP (unique value proposition) shouldn’t, so the first step is to get clear about your UVP.
Do you know what makes your personal brand unique? Have you identified your superpower? To begin, you’ll need to write a personal brand statement. Here are three steps to help you identify your personal brand.
1. What Problem Do You Solve? Focus on the one problem that you deliver on every time. There’s no doubt that you can solve many problems well, but to elevate your personal brand, focus on one. I help startup founders attract their ideal customer with messaging that helps them cut through the noise.
2. What Is Your UVP? Your unique value proposition (UVP) is what you, and only you can do. Think of it as your secret sauce. I help startups scale in months, not years.
3. Who is Your Ideal Customer? If you don’t know who that is, you’ll always be a solution looking for a problem. Everyone can’t be your customer because not everyone will value what you do or be willing to pay a premium for it. Ex. My ideal target is startup founders because they need to scale quickly and my 30-day build-a-brand process was developed to get them up and running fast.
Once you’ve defined your personal brand, it’s time to build a professional LinkedIn profile. There are currently 690 million professionals on LinkedIn with 310 million monthly users. 4/5 of those monthly users drive business decisions. When it’s time to change careers, remember that 89% of recruiters go on LinkedIn to find talent. Since the goal of a LinkedIn profile is to help you stand out and get noticed, you’ll want to pay special attention to four key areas of your profile.
• Headshot. If you invest in nothing else, invest in a professional headshot. You may have a favorite profile, but the best photo is straight on with a smile, and a simple background. This is not Facebook so choose your clothes wisely. The goal is to look professional, trustworthy and accessible.
• Headline. Make it memorable, not generic. If you’ve identified your UVP, you’ve also come up with a title for what you do. Because I help founders define their aha moment, I call myself a ‘Facilitator of Lightbulb Moments.’ I’ve gotten inquiries for speaking and consulting based on my title alone.
• Banner. Your banner is an opportunity to provide insight into what you do or what you believe. Swap out the standard blue LinkedIn banner for an image that makes someone stop and read further. I use an image of Times Square because it’s the perfect storm of messaging. If you stood in the middle of Times Square, you’d be surrounded by hundreds of ads. The text, “It’s a Noisy World: Stand Out” provides context and a window into what I do for my clients.
• About Section. Your About section is not a resume. It should help someone understand what you do, the value you bring and what you’ve accomplished—in three paragraphs. Keep it short and to the point. Avoid talking about how passionate you are about your customers or the environment. Instead use an example of a project that highlights that passion. Don’t forget to include an outcome. That’s what makes people sit up and pay attention.
Your LinkedIn profile should tell me what you do and why I need you. Think of it as your greatest hits list.
As the future of work grows and careers shift, a personal brand is like a lighthouse in the middle of a storm. If you keep your personal brand on course, you will be able to identify opportunities that fit your brand and help you grow your career, even if they are not the most obvious ones. Most importantly, you’ll be able to attract the job or client that is looking for what you and only you can provide.
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About the Author
Orly Zeewy
Brand Architect
Orly builds the DNA of startup brands and helps founders close the marketing gaps that get in the way of scaling their business—in months, not years. Prior to starting her consulting practice, Orly ran the award-winning Zeewy Design and Marketing Communications firm for 14 years and has lectured at Wharton and taught in The Close School of Entrepreneurship at Drexel University, the Fox School of Business & Management at Temple University, and the University of Pennsylvania. Her book: Ready, Launch, Brand: The Lean Marketing Guide for Startups was the #1 new business book released in April 2021.
