In 2011, Increase Your Prospects With Better Differentiation

This month’s Career Collective topic is things job seekers should keep an eye on in 2011 (trends/tools/hiring practices). 

Well, it’s that time again! As we put one year behind us and position ourselves for improved fortunes, we look to the experts to give us the edge. A shot at a better career, and a better life. It’s probably why predictions are so popular at the start of each year. But let’s face it. Without a concerted effort to act on your own behalf, what good is all that advice?

Certainly, there are trends that will have a direct impact on your career prospects. For example, as social media continues to grow, employers will rely on it increasingly to source and qualify candidates. Knowing this, it’s likely that you’ve already established an online presence on LinkedIn. But how differentiated is it? Does your profile present you as a plug-and-play candidate, or does it establish you as a truly differentiated and attractive?

Hard to know, right? But knowing is increasingly critical.

In a sea of sameness, only the truly differentiated stand out. It’s as true of job candidates as it is of products. Of course, avoiding the perception of sameness has two broad, though interwoven, requirements: understanding the offering and understanding the market. In managing your career, you are the offering, and your customers are the people you’re most suited to serve.

Like an entrepreneur running a business, you need clarity about these things. In fact, making your career your business begins to drive the process of differentiation. As Pam Slim, author of Escape From Cubicle Nation: From Corporate Prisoner to Thriving Entrepreneur, says"...knowing the fundamentals of how to work for yourself is a core career competency that everybody should really be learning….” That is, you need to be in control of your career. Yet, even if you agree with this perspective, your first order of business is actually not creating a business plan. 

It’s making the choice. 

In his book, Linchpin: Are You Indispensable?, Seth Godin tells the story of Binny Thomas who got a new job without leaving her old one by simply choosing to stand out rather than fit in. According to Godin, one of the most fundamental shifts in our new economy is the role of self-determination. You can no longer make it on connections. Working for the right boss matters little. Even the right background won’t help.

What matters are your internal choices. According to Godin, “How we respond to the opportunities and challenges of the outside world now determines how much the outside world values us.” Yet, this is not solely about what you deliver, but how. It’s about your ability to give generously, to transform others by going beyond the expected. Godin sees this as your artistry.

Artistry, of course, is not something you can get from a “ten tips” in a CareerBuilder article. No, it’s more a product of the deep insights that show you where you’ve been, the choices you’ve made, and what you’ve achieved that makes you the proudest. This is your backstory. Knowing it helps you uncover the themes that will be the most reliable guides to shaping your future. It’s introspective work, and until you do it, you’ll simply not be in the best position to sort out what tools and trends will work best in running your career and making a difference.

Why?

Because if you know what drives you to accomplishment, and for whom, you’re better prepared to stand up and make the choices that matter and pave the way for you to put your own artistry in service to the world.  Not an easy path, for sure. Yet, this kind of differentiation is the price of admission in an increasingly mature marketplace.

What did other Career Collective members have to say? Here are links to their posts:

Social Media Recruiting to Grow Further in 2011, @debrawheatman

Another Year, Another Job Search Begins, @GayleHoward

4 Lessons Learned From Job Search in 2010, @Careersherpa

Your Career Action Plan for the New Year, @KatCareerGal

Trends Job Seekers Should Look For in 2011, @erinkennedycprw

Things Every Job Seeker Should be Thinking About in 2011, @expatcoachmegan

Let your presence be known or send out a red flag, @MartinBuckland @EliteResumes

How to find a job in 2011: Pay attention to emotional intelligence, @Keppie_Careers

2011 Employment Trends Supercharged with Twitter, @KCCareerCoach

3 Traits for Facing Weather, Employment and Chronic Illness, @WorkWithIllness

Everything old is new again @DawnBugni

Career Trend 2011: Accountability + Possibility = Sustainability, @ValueIntoWords

Career Tools to Check Out in 2011, @barbarasafani

What Was in 2010, What To Expect in 2011, @chandlee

The Future of Job Search: 3 Predictions and 2 Wishes, @JobHuntOrg

Comments

[Chandlee]

Walter, love the emphasis here on learning and self-improvement. Agree with you that knowing --and having confidence in--your backstory is a critical element in the hiring process. They are so often overlooked--and shouldn't be. Thanks!

[Gayle M. Howard]

I love this line "In a sea of sameness, only the truly differentiated stand out". That's so true Walter. From my own perspective, I see people trying to copy resumes from books, online, from their friends and think "Why do you want to look like everyone else?" If we think of the top people in any walks of life (take entertainment as an easy one), such as Brad Pitt, Angelina Jolie, Elvis, Cher, Tom Cruise, Barbra Streisand, Madonna, Lady Gaga etc; these people reached the top and commanded the big $$ not because they copied someone else, but because they forged forward and stood out; were something new and different. These people didn't spend their lives trying to be, or look like someone else. People who try to emulate these people simply show themselves to be a very pale version of the original! A terrific article Walter!

[Walter Akana]

Hi Gayle!

Thanks for your terrific comments!

I too love the sea of sameness idea, and wish I could take all the credit. However, it comes from a great post by Geoff Livingston: http://geofflivingston.com/about/.

Geoff is a brilliant thinker who has challenged my thinking about branding in general and personal branding in particular. I’ve linked to his post via “sea of sameness,” and recommend it as a worthwhile read!

You make a brilliant point about copying that brings to mind a favorite Judy Garland quote: “Always be a first rate version of yourself and not a second rate version of someone else.”

It is a timeless truth, and as you point out successful people, celebrities in particular, recognize it – and go on to BE originals. We all should, I believe. It’s not just about differentiation, but about personal clarity that’s the basis of owning your life! And after all, that’s the best measure of success!

Happy New Year!

[Walter Akana]

Hey Chandlee!

Thanks for your terrific comment. Yes, confidence is grounded in knowing who you are, and that is found in your backstory.

I think it is overlooked in most hiring processes. The exceptions I’d make are those instances where value, and the story that drives it, align clearly with the needs of the organization.

So, I think that investing time in personal story discovery work will become a key to career success!

Happy New Year!

[Megan Fitzgerald]

Hi Walter,

Great post!

I love what you've said that your value is assessed by the choices you make and it is those choices that create your backstory. How true!

I believe when we are committed and courageous enough to true to ourselves when making choices about life and career, we not only naturally shine in the eyes of others, but there is a tremendous freedom and satisfaction that comes along with that.

Simply put, there is nothing more exhausting that trying to be someone else.

As always, thanks for the great food for thought!

Megan
@expatcoachmegan

[Laurie Berenson]

Walter - a great post! I particularly agree with the statement "In a sea of sameness, only the truly differentiated stand out." This can seem so obvious, but the soul searching that's required to define what differentiates you is not that easy, nor can be automated or done for you.

[Career Sherpa]

Walter:

And this is exactly why so many people struggle in their careers and job search today!

A shift is required. Not everyone has heard the news, nor knows how to make the transformation.

I loved "Linchpin" and Godin's quote:
“How we respond to the opportunities and challenges of the outside world now determines how much the outside world values us.”
Perception is reality, right?

As the New Year unfolds, I hope many are asking themselves about their backstory!

[Debra Wheatman]

Those who are able to carve out a unique message surrounding what they have to offer will fare the best. Making your brand stand out is key to success.

[AnnieintheSun]

A timely article. Whether one is currently employed in their second decade for a large corporation, in the midst of a prolonged and challenging job search or an entrepreneur trying to make every effort count to achieve revenue, we need to look to our fundamental strengths as individuals and believe in and capitalize on these. Yes, it's good to have new year's resolutions to tackle weak spots but most talent management pro's know that it's by putting people to work in their strengths they get the most mileage out of human capital. Every widely read and successful blog out there has built its core of returning readers by what true authors have always done: Find your OWN inner voice and speak TO it and FROM it. Internal dialogs don't count, until they generate ACTION based on your ideas and experience. When you find that voice, broadcast it and don't be afraid to let it shine.

I think of folks like William Arruda, who helps people discover and market themselves as their own personal brand, or Melanie Jordan, who has shared her message "What You
Know Is Worth More Than You Know." Both are worth reading.

Basically, be honest, keep building your strengths, and learn how to not only tolerate, but to SEEK the spotlight by sharing your skills and knowledge. With social media, there's no excuse not to share the benefit of your gifts (we ALL have them!) with a larger audience. It's your insurance for your future employability during the length of your career, and it's also expected from your employer, client, or other stakeholders--who include your loved ones by the way!

Walter, I'm going to keep this page open for the day and investigate this slew of links. Thanks for the motivating post, and the resources!

Ann H. Shea

[Walter Akana]

Thanks, Megan! Always great to get your perspectives.

As a fellow Reach colleague, I know that you know how important differentiation is. And yet, you also know that it can be a scary thing. People would almost rather suffer the exhaustion of playing a role! It does take courage to stand up and be who you are.

Knowing this, I really have begun to see story, with a review of one’s backstory, as a key to an ever more differentiated personal brand. It takes work, but I think it can get people to develop new found confidence. Stay tuned for more on this!

Happy New Year!

[Walter Akana]

Hey Laurie!

Thanks for your great comment. Yes! That is a great phrase. It’s part of the title of a great Geoff Livingston post. A great read linked, above, on the phrase “sea of sameness.”

You make a very important point about process and investment. First, there really is a certain amount of soul searching in this process. It is typically not an easy process. Yet, once you have some work experience, and especially at mid-career, it can yield priceless insights.

As for the investment, it does take time; yet, the return on the time you put in is the ability to show up in a compelling way that helps you stand apart from the competition!

Happy New Year!

[Walter Akana]

Hey Hannah!

Thanks for your terrific comment! I love that Godin quote too! What this is about goes way beyond the kind of personal branding that stops short at a statement of value.

It is truly doing the deep introspection that shows us our connection to the world. I actually believe we all have a calling. Yet, many of us tend to ignore it in favor of others expectations.

Digging deep and discovering that backstory can help us start tuning in to our calling and to the things that we love – and the world values! End result, we generate new perceptions (and a new reality) because we change our behaviors!

What could be better?

Happy New Year!

[Walter Akana]

Hi Debra!

That’s true! And the better the differentiation, the more you can stand out.

I think discovering your story and aligning messages and behaviors with it, is the next stage of “personal brand.” You can’t do this in 10 minutes, but once you do it can guide you in delivering value to others for a very long time!

Happy New Year!

[Walter Akana]

You said:

Hi Ann!

Wow! Thanks for your great comment!

You raise a number of great points that are not only consistent with what I wanted to get across – but extend it!

First, it’s all about strengths! I fully subscribed to the view that we should find and use our strengths to produce value. I’m not fond of “working on weaknesses.” At a minimum, we need to manage them so we can use our strengths. Yet, to the extent we focus on them, the real question to ask is if the *weakness* is a misdirected capability (but that may be another discussion).

Second, you point to a fundamental pragmatism that is all too easy to forget in the personal branding world. What makes you different and valuable is what you can put into service for others. If you’re not focused on getting meaningful results, you miss the point. Look at any great brand, and you realize they didn’t earn recognition by sending a constant flow of “me” messages without actually making a difference. This IS the path to future employability!

Finally, I love this statement: “Find your OWN inner voice and speak TO it and FROM it. Internal dialogs don't count, until they generate ACTION based on your ideas and experience. When you find that voice, broadcast it and don't be afraid to let it shine.” In it you have nicely captured all of your other messages, and you have further validated the benefit of taking that inner journey as a path to serving the world.

Glad you liked the post and the links. Career Collective has wonderful members offering terrific advice.

Happy New Year!

[Dennis_bcf]

There is always a misconception about getting a job, actually, the wrong problem is you always thinking about "getting" something, if you turns to "giving", the job will find you automatically.

[Keppie_Careers]

Walter -
Certainly, this is one of the most difficult challenges for job seekers and entrepreneurs. As we've discussed, knowing how to tell your story (which means knowing WHAT IT IS first!) is most valuable, and will continue to be important as social media evolves and expands. As you note, "Because if you know what drives you to accomplishment, and for whom, you’re better prepared to stand up and make the choices that matter..."

Thanks for your contribution to the Career Collective!

[Walter Akana]

Hi David!

Thanks for commenting. You really do raise a very significant, and often overlooked point!

Part of the struggle for many job seekers is precisely being “getting” focused. Putting the focus on giving making that visible is attractive, and can lead to opportunity finding you!

Happy New Year!

[Walter Akana]

Hi Miriam!

Thanks for your terrific comment!

Yes, this “story thing” is becoming increasingly important. Story is an integral part of job search, and has been so for a long time. Also, as you know, Kathy Hansen has long made the connection between career management and story.

Still, I think that social media is pushing this all to the next level. I think in large measure it’s the challenge to be human on line. So, knowing and telling your story as a “wrap around” to your value statement is increasingly important!

Definitely something to pay attention to!

Happy New Year!

P.S., Nice new avatar!