In the not too distant past, a person’s cover letter and resume were the first—and frequently only—hurdle to get an applicant’s foot in an employer’s door. The hiring manager would scan these documents for skill fit and work experience, and then place them in an “in” pile or toss them in the “round file.” Applicants lucky enough to get their resumes into the “in” pile would get a phone call and possibly an interview. Cover letters and resumes were vital because they were frequently the only readily available information a hiring manager could find about an applicant. Today, with the rise of social media, all of that has changed.
Although a person’s cover letter and resume are still important in the hiring process, a new hurdle has been added to the mix. The “in” pile is now the “maybe” pile because in many cases, the hiring manager’s next step is to conduct a web search to learn more about the candidate. These searches may involve checking out the candidate’s LinkedIn profile or other personal or professional social media sites, or searching for job samples on YouTube or SlideShare.
This ability for potential employers to access information about job applicants beyond just a cover letter and resume has led to a renewed emphasis on the importance of personal branding and, conversely, because applicants can now find more information about a potential employer than ever before online, a renewed emphasis on the importance of employment and leadership branding.
This white paper will:
Explore personal branding and examine what constitutes a strong personal brand.
Explore employment branding and how HR and talent managers can implement employment branding into their recruiting and learning and development efforts.
Examine why leadership branding also plays a critical role in organizations today and how personal and leadership branding can help identify future business leaders.
Examine the links among personal, employment, and leadership branding.