经营“你”的个人品牌，怎么样？
Martin Kubler 2012年6月18日
一周前我结束了自己在欧洲的短暂休假，现在我已回到迪拜，在办公室和各式咖啡厅中躲避不断上升的温度。
这里的夏天一直都比较安静，因为这里的很多居民都去国外度暑假，商业活动在夏天也会停歇一段日子。今年，斋月 — 伊斯兰教的斋戒月 — 也在夏天来临，这就意味着从7月中旬到8月中旬这期间人们要减少工作时间，且日常生活也要转移到晚上进行。
我喜欢在夏季这样慢节奏的生活状态下整理我的办公室，完成一些我在别的忙碌的月份没有时间做的各种小项目，以及审视一下我的个人品牌定位。
在格里昂MBA课程中，我们学过企业品牌化、创建和定位公司品牌的重要性，我们也研究过不同的品牌是如何与客户进行沟通的以及为什么某些品牌可以经营地比其他品牌成功。先不说公司品牌，你生活中最重要的品牌就是：你。
“我不是一个品牌！我是一个人！”你们中一些人可能会这样抗议。他们的说法当然没错，但是从一个潜在的雇主的角度来看，那些寻求事业发展机会的学生们（无论是未毕业的还是已毕业的）从本质上来说就是商品。我们都听说过招聘广告发布出来后其吸引过来的求职者人数比实际的空缺职位要多出许多，或者招聘职位还没有发布就已经录满。那么你如何才能脱颖而出获得招聘者的注意？
答案是：经营好你的个人品牌。
从一个简短的、有意义的自我介绍开始 — 在为大学报告或论文写主题句的时候想想这个个人介绍。主题句是你文章中的一或两句话，阐明了你论文的研究核心并告诉读者这篇论文要讲什么内容。你的自我介绍也应该做成这样，你可以把它放到你的个人简历中，也可以放在领英（LinkedIn）等职业社交网站中，或者在申请工作时放在求职信或电子邮件中。
人力资源经理通常都是很忙的，并且在面对堆成山的申请同一个职位的简历时，他们也是被逼着快速挑出一批较为合适的简历。在第一轮筛选中，你们看你简历的时间很可能莲一分钟都不到，于是一个简洁的自我介绍非常关键。
然后，检查你在所有注册过的社交网站中的用户资料和隐私设置。不消说，你昨天晚上和朋友们一起出去时那些有损形象的照片当然不能展示给招聘者，但是如果你在你的资料中展示出正确无误的文字拼写和语法、合适的工作履历和与时俱进的技能和专长，你认为这样会不会给你加分？
你可能认为我说的这些都是常识，但是很遗憾不是。此前不久，当我还是一名酒店经理的时候，我经常会因为求职者没有正确拼写其申请的职位名称、写错之前雇主的名字、或者其“专长”与所申请职位不符等等将这些求职者拒之门外。你认为我太严苛？坦诚地说，如果求职者在申请工作时连拼写都会出错，那么他们在和我们的客户沟通时会出什么纰漏？
精心打造的资料展示和一致的个人品牌也会使你的网络社交之路更加通畅，会提升你在行业中的个人形象，或者求职时也会获得即时加分。人们常常把网络社交比作参加鸡尾酒会。你的个人品牌就好比你参加酒会时穿的晚宴服或黑色小礼服。毕竟，你总不能梦想着穿着睡衣去参加一个鸡尾酒会吧 …
你的个人品牌可以为你带来很多机遇，所以定期花一些时间整理你在社交网站上的个人资料还是非常值得的，确保这些资料都悉心整理过并且及时更新。如果想做一个出色的个人品牌介绍，可以看一下这篇文章： http://www.fastcompany.com/magazine/10/brandyou.html
想和我保持联系？可以通过推特网（Twitter）、领英（LinkedIn）、Google+和Facebook找我（Twitter, LinkedIn, Google+, and Facebook）— 欢迎联系！
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What about the brand called “You”?
by Martin Kubler 18 June 2012
A week ago, I returned from my short European vacation and I’m now back in Dubai, taking refuge inside my office and various coffee shops to escape the rising temperatures.
Summer is traditionally a bit quieter here in the region, as residents enjoy their summer holidays abroad and corporate events take a summer break. This year, Ramadan, the Islamic month of fasting, also falls into the summer months, which means reduced working hours and life shifting into the evening and night from mid-July to mid-August.
I like to use the slower pace of summer life to tidy up my office, complete various smaller projects I didn’t get around to finishing during the busy months, and also to review the positioning of my personal brand.
In the Glion MBA program, we learn about the importance of corporate branding, creating and positioning company brands, and we also look into how brands communicate with consumers and why certain brands appear to be more successful than others. Forget about company brands for a little while and spend some time thinking about the No. 1 brand in your life: You.
“I’m not a brand! I’m an individual!” some of you might say and they are, of course, right, but from the perspective of a potential employer, students (whether undergraduate or postgraduate) who are looking to advance in their careers, are essentially commodities. We’ve all heard of job advertisements attracting far more applications than the number of available vacancies, or of jobs which are never really advertised. How then do you manage to stick out and get employers to notice you?
The answer is: By looking after your personal brand.
Start with a short & meaningful introduction – think of it as writing a thesis statement for a university report or essay. The thesis statement is that sentence or two in your text that contains the focus of your essay and tells your reader what the essay is going to be about. Your introduction should accomplish the same. You can use it on your CV, on professional networking sites like LinkedIn, or in cover letters or emails when applying for a job.
Human Resources Managers are often very busy and, faced with an avalanche of applications for a vacancy, are forced to sort out piles of CVs quickly. In the first round, they probably spend less than a minute looking at your CV, so a succinct introduction is critical.
Next, review your profiles and privacy settings on the various social networking sites you’re a member of. It goes without saying that employers who ‘google’ you shouldn’t find compromising pictures from your last night out with your friends, but what about spelling and grammar, a properly presented employment history, and up-to-date skills and expertise?
You may think that all this is common sense, yet sadly it isn’t. Not so long ago when I was still a Hotel Manager, I frequently rejected applications because applicants failed to spell job titles correctly, misspelled the names of past employers, or included ‘expertise’ which was irrelevant for the position they were applying for. Do you think I’m severe? Frankly, if applicants cannot be bothered to spell correctly, what will they do when communicating with my guests?
A properly thought out and maintained personal brand also makes networking much easier and instantly increases your image in your industry or marketplace. People often compare networking with attending a cocktail party. Your personal brand then is your dinner suit or little black dress. After all, you wouldn’t dream of walking into a cocktail party in your pyjamas…
Your personal brand can open many doors, so it’s worth taking some time out regularly to make sure it’s polished and up-to-date. For a really good introduction to personal branding, take a look at this article:
http://www.fastcompany.com/magazine/10/brandyou.html
Want to stay in touch? I’m on Twitter, LinkedIn, Google+, and Facebook – you’re welcome to connect!
【原文引自】：http://www.gheac.com/thread-7305-1-1.html
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