Personal and Professional Development

BUS133

The Importance of personal branding

for employers and students

CHARLOTTE HOLMES
Student no. Q12341959

Self-branding is defined by Catherine Kaputa in her strategy guide, as a representation of a

skill set. A self-brand represents a big idea, a belief system that other people find special
and relevant. - Kaputa.C (2006) U R A BRAND first edition.
Students should view their interaction with employers as self- marketing, promoting
themselves as they would a product. Creating an ultimate product pitch to sell their skills to
an employer.
A personal brand is not only associated with character and communication but also style and
the individuals ability to present themselves as the man for the job.
Fast Company, an online source, makes an important recognition of individuals, identifying
how we are all defined by the brands we wear and the brands we buy. At the same time it is
our personal brand that truly matters.

An article published by the Guardian, in 2011 tells its readers that an important step in
creating a personal brand is to pull together your career history and future the journalist
goes on to say how successful branding is about a story
Employers want to know the mindset of the individual, their motives and aspirations within
their planned career and the reasons why they have chosen these.
Making mistakes is not an issue, the biggest issue is how you overcome them this is what
the employer is interested in, reinvention.
Among other points, the article also states that the individual should become not just
irresistible but irreplaceable implying that a personal brand is all about giving added value to
the individual. Enthusiasm and evidence of commitment should be demonstrated to the
employer, and your lasting impression should be one of uniqueness and rarity.
In todays world of networking, where social media is the most powerful marketing tool,
digital profiles are becoming highly desired by recruiters.
Describes a digital profile as
Sites such as Linkedin are growing in popularity amongst industry professionals, not only
used as a means of keeping contacts but also for meeting new contacts. Students should be
aware that a digital profile on Linkedin will show employers that, they as a candidate are a
set contender and serious about their career.
It is estimated by Forbes that Linkedin has over 187 million users worldwide. In an article
written by one of the most trusted resources for business news, in 2011 Forbes puts
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emphasis on the necessity of a digital profile stating that The new reality is you need a
digital profile - Forbes say that if you want to earn a living and grow your business,
abstaining from a digital presence in not an option.
Make your Linkedin visible to others You dont want to be the worlds best-kept secret told
by a journalist from Forbes.
According to LinkedIn, you should update your status at least 20 times per month in order
to maximize your reach to approximately 60% of your unique audience Arruda.W (2016)
Forbes website.
Furthermore they include the importance of maintaining the profile, comparing a poorly
updated profile to an untended garden. The timeliness and relevance of information is a key
aspect of a digital profile, employers are uninterested of the students key stage 4
achievements at middle school. Instead they require the latest qualifications and attendance
ratings.
Institutions such as universities and colleges provide a wide range of opportunities that
students should utilise. Lecturers should be considered as valuable contacts and it is
important for students to spend their time wisely while studying. A high attendance will
demonstrate the students commitment and organisation in self-management.

Candidates need to acknowledge the fact that other public profiles, such as Facebook and
Twitter are accessible to the employer. A personal brand is not recommended to depict the
drunken midnight selfies so, it is to be advised for accounts and privacy settings to be
restricted as to who can view certain posts.

It is estimated 50,000 students will graduate from UK universities this year. All of these
graduates will be competing for employment.
The department for Business Innovation & skills stated, in a government report, that their
first quarter market statistics for 2015, showed the unemployment rate for working age
graduates was 87.5% - the highest level seen since 2007. This puts a high emphasis on the
importance of standing out from other candidates.

At the same time students who graduate with a degree, are proven to have higher
employment rates and are more likely to secure jobs in high skill sectors.

The CBI is known by business professionals as the confederation of British Industry. The
organisation works with over 140 different trade sectors, totalling to 190,000 businesses
across the UK.
On their website the CBI state that Our mission is to promote the conditions in which
businesses of all sizes and sectors in the UK can compete and prosper for the benefit of all
In terms of employability the CBI created a list of the most desired attributes of a candidate
to an employer.
Self-management is one of which that is rated highly. In tall organisational structures, staff
usually have little contact with their employer, it is in these circumstances that they are
expected to be self-starting, meaning that they can work efficiently under their own initiative
without being under constant instruction. An independent individual.

Call centres can be a great place for students to learn how to address people appropriately.
Training is given on how to talk formally, and evidence of telecommunication skills shows
that the individual is confident and clear in conversing.

Employers should request information from the student such as attendance data and their
ability to meet deadlines. From this the employer can decipher the students reliability and
work ethic. Students need to be aware that the skills that are put to practice in education are
transferred to the work place, organisation and time management are likely to be deciding
factors of employability.

An employer must be aware of their own brand image candidates are more likely to
approach a company with a good reputation where employees are concerned. A
company such as Virgin, owned by Richard Branson, is known for its constructive
attitude with its employees. Branson was quoted to say Train people well enough so
that they can leave but treat them well enough so that they wont want to
Branson.R Virgin.com (2015)
According to the CBI, 38% of employers look for a candidate who has industry
experience and business awareness. A prospective candidate should look to acquire
some level of work experience to support their application.

50% of work experience roles are not advertised by businesses but by word of
mouth so it is important that students make an effort to approach companies to
create opportunities. CBI website (2012)
Companies must consider how they are viewed externally by candidates, as this may
affect the type of person who will apply.

Bibliography
Arruda, W. (2016) 7 things you must do to maximize the value of your LinkedIn profile. Available at:
http://www.forbes.com/sites/williamarruda/2016/01/03/7-things-you-must-do-to-maximize-the-value-of-yourlinkedin-profile/#2715e4857a0b3038623b1829 (Accessed: 21 January 2016).
Branson, R. (2015) Look after your staff. Available at: http://www.virgin.com/richard-branson/look-afteryour-staff (Accessed: 21 January 2016).
Building your personal brand from scratch: A guide for graduates | guardian jobs (2011) Available at:
https://jobs.theguardian.com/article/4323040/building-your-personal-brand-from-scratch-a-guide-forgraduates/ (Accessed: 21 January 2016).
CBI (2015) Most important factors in recruiting school and college leavers. Available at:
http://www.cbi.org.uk/infographics/education-survey-2014/ (Accessed: 21 January 2016).
Department for Business, Innovation and Skills (2015) Graduate labour market statistics: January to march
Q1 2015. Available at:
https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/432873/BIS-15304_graduate_labour_market_statistics-January_to_March_2015.pdf (Accessed: 21 January 2016).
Education must be a key plank of the UKs growth strategy (2014) Available at:
http://news.cbi.org.uk/reports/better-off-britain/education-factsheet/ (Accessed: 21 January 2016).

Kaputa, C. (2006) U R A BRAND. FIRST edn. .

Miller, B. and Peters, T. (1997) The brand called you. Available at:
http://www.fastcompany.com/28905/brand-called-you (Accessed: 21 January 2016).

Citations, Quotes & Annotations

Arruda, W. (2016) 7 things you must do to maximize the value of your LinkedIn profile. Available at:
http://www.forbes.com/sites/williamarruda/2016/01/03/7-things-you-must-do-to-maximize-the-value-of-yourlinkedin-profile/#2715e4857a0b3038623b1829 (Accessed: 21 January 2016).
(Arruda, 2016)
Branson, R. (2015) Look after your staff. Available at: http://www.virgin.com/richard-branson/look-afteryour-staff (Accessed: 21 January 2016).
(Branson, 2015)
Building your personal brand from scratch: A guide for graduates | guardian jobs (2011) Available at:
https://jobs.theguardian.com/article/4323040/building-your-personal-brand-from-scratch-a-guide-forgraduates/ (Accessed: 21 January 2016).
(Building your personal brand from scratch: A guide for graduates | guardian jobs, 2011)
CBI (2015) Most important factors in recruiting school and college leavers. Available at:
http://www.cbi.org.uk/infographics/education-survey-2014/ (Accessed: 21 January 2016).
(2015)
Department for Business, Innovation and Skills (2015) Graduate labour market statistics: January to march
Q1 2015. Available at:
https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/432873/BIS-15304_graduate_labour_market_statistics-January_to_March_2015.pdf (Accessed: 21 January 2016).
(Department for Business, Innovation and Skills, 2015)
Education must be a key plank of the UKs growth strategy (2014) Available at:
http://news.cbi.org.uk/reports/better-off-britain/education-factsheet/ (Accessed: 21 January 2016).
(Education must be a key plank of the UKs growth strategy, 2014)
Kaputa, C. (2006) U R A BRAND. FIRST edn. .
(Kaputa, 2006)
Miller, B. and Peters, T. (1997) The brand called you. Available at:
http://www.fastcompany.com/28905/brand-called-you (Accessed: 21 January 2016).
(Miller and Peters, 1997)