Small acts of branding can have a powerful impact on a potential consumer’s emotional reaction to a product. This is just as true when the marketer is a job seeker and the product she’s selling is herself.
As they hire, interview, and screen candidates, most potential employer decisions are conscious, and represent a logical response to available data. For example, does the candidate have a four year degree or not? Can she or can she not perform the duties of the position, from drafting department budgets to speaking fluent French? The culture surrounding the position is extroverted and highly competitive—will the candidate be able to adapt? Most of these questions come with black and white answers, and the candidate can and should control how she’s directly perceived. But subconscious decisions are also part of the process, and a savvy candidate can control the outcome on both levels—or at least try. Consider color, for example. As a job seeker, are you working a signature color into your branding strategy?
Color and Your Personal Brand
Every time your potential employer sees you in person, consider wearing an item of clothing or carrying a portfolio that displays one chosen color. This will be your signature color. You don’t need an entire outfit in this hue—just a scarf, tie, or shirt will do. But be consistent. And choose carefully.
Green will suggest innovation, flexibility and ingenuity. Yellow will project a sunny and positive disposition. Blue will suggest that you’re focused and studious. And red is the color of passion, which can translate in a workplace setting into determination, aggression and personal dedication. It might seem smart to present all of these qualities to a potential employer, but if you want to be remembered, choose just one.
Now, as you scan postings for a new position with an employer you have yet to contact for the first time, make sure you consider your signature color before every single interaction you have with this employer. Every time a potential hiring manager encounters your brand, she should experience the impact of your chosen color.
Type the text of your resume, cover letter, and all of your emails in basic black only. But before you write, pause and think for a minute about your signature color, and let that color influence the tone of your message and the words you choose. Your thoughts about your color will have an impact on the consistency of your brand, your message, and the story you’re attempting to tell. Will you carefully gather all the facts before making a decision (blue)? Will you be a pleasure to work with every day (yellow)? Will you make any sacrifice for the company, no matter the cost (red)?
This all may sound like magic, and it is. But it’s also marketing. Put these principals to work for you and see what happens. Meanwhile, reach out to the NC job search experts at PSU for additional help and guidance.