Your qualifications and branding yourself

The employer doesn't just go out and get another person. There may be a million people who can do a job, but any employer with a brain wants value. Say you're an accountant. You've worked with Coopers. You've done some obviously high grade, difficult, work with other companies. One of your referees is from a big name audit company. You've recently completed some advanced studies, you're up to date on your systems.

The employer would be crazy not to interview you. The senior accountant also wants someone who can take the load off his staff, and who knows how to work with the advanced systems they've just installed. Between the two of them, there's no doubt about your value, you're a definite identity, and HR will be told to put you on the interview schedule, if they haven't already.

As a matter of fact, you're already on the list of recommended people. Without any information beyond the job application, you've given yourself a very strong, credible, identity, and done your branding extremely well.

That's a slightly convenient example, but you can see why this person is such a good interview candidate. There's absolutely no doubt about the credentials.

The other side of the equation is that the employer can be sure of getting at least one person who is a real chance of being the person they need.

That's the unspoken part of any job application.

The employer always knows what they need, even if the person who writes the job application doesn't. The decisions about who to interview are often based on information the job applicant doesn't have.

So your second stage branding is based on each particular element that got the employer's attention.

There's a potential problem at this point:

When checking out a product, you look for what it can do. If you have to go digging around for that information, you can get frustrated. The product starts to look like more trouble than it's worth. It can also be disappointing, and the negative feeling builds up some more.

These are risks, and you should see them as risks.

They're avoidable risks, too. You know what you put in your application. That's what the employer is interested in, and that's where you have to go to work proving that interest is justified.

The basic interests are inevitably going to be:

  • Experience
  • Skills
  • Knowledge base
  • Additional capabilities