Feb. 28th I attended Boston University’s PR Student Society of America’s: PR Advanced. The conference featured presentation by Mike Volpe: VP Marketing at Hubspot and Ryan Alexander: Consultant at Booz Allen Hamilton.
Its not fun trying to find a job right now, however there are some very effective tools online that you can utilize to connect to employers, showcase your skills and stand out in the crowd. Personally I try to take advantage of all the advice about using social to network. I use Twitter to connect to people who can help me in my search. I write a blog to showcase my writing and research skills. I have my resume posted online for easy dissemination. I have a great set of professional contacts through Linkedin. I stay on top of latest trends by reading lots and lots of blogs and articles. I engage other bloggers in conversations by commenting on their blogs.
It has become popular to say that the culmination of all these things is your “Personal Brand” or “Online Presence” and the stronger the personal brand the more equity you hold online. If you’re a job seeker the stronger your personal brand the better chances of landing a job at the company you like or in an area of your choice. I agree with all of this, that of course is why I do it. (I also think its fun and love the medium but that’s beside the point right now 
There are many things that I am doing wrong in regards to my brand, some I knew about and some I didn’t until the 28th.
What I knew:
- My Brand is confusing. I post online almost exclusively under the handle Mandrews33. Confusingly this is not my real name. This means that without the assistance of a name tag my to my offline contacts I am Mandrews33.
- What I blog and about is all over the board. I blog about what I’m interested in and that changes every time I see something shiny. This is bad. Yes this is a personal blog but it has a purpose: to showcase that I would be a great addition to your company. This does not stand out.
3. I am most likely doing something wrong in relation to my brand. 
What I found out! Thanks to Ryan Alexander.
- Social Media is ineffective in achieving a goal unless you have a consistent strategic message. I have figured out mine (for the time being):
Marcus very much wants to start a career in Boston. He excels in building and extending brands through strategic, integrated marketing communications. He has an eye for design and enjoys finding creative solutions to tough problems.
- Social Media is ineffective if what you are doing becomes more about the medium than your message.
I often write about how cool Twitter is or how people are using this or that new application of social media. It’s not wrong to write about these things but it needs to be more about my message not about the medium.
What I found out! Thanks to Mike Volpe.
- When he gets a resume he will look at it for five seconds and then spend 30 minutes looking at the applicant’s online content.
When critiquing an online presence Mikes looks for great content. Content that shows you have a defined niche and that you’re passionate about it.
- Buy your blog. You can’t (dot) blogspot stand out.
Mike compared this as calling a 1-800 number than having to dial an extension to reach your party. He stressed that it is extremely important to buy the domain for your blog from the beginning.
- If you’re a job searcher tailor your message for who you are trying to reach.
This best way to cut through the clutter and have an employer notice you is to tailor your message for them. The VP at Hubspot says write about the company you want to work for, everyone has the right alerts and search process setup that they will notice. If someone has already read your blog before they get your application you are way ahead of the competition.
So having thought about all this advice I have taken some steps to try and change my brand.. I bought my blog, You can now find it here: Marcus Andrews Official Blog. I have changed my Twitter handle form @Mandrews33 to @Marcus_Andrews. My blog will hopefully become more focused as a platform to attract employers. I will work on always focusing on my message not the medium. Whenever I create content I will think about my message: I build and extend brands through strategic marketing communications.
Thanks to Mike and Ryan: You can find them here.
@MVolpe Hubspot Inbound Marketing
@RyanAlexander Booz Allen Hamilton
The BU PRSSA was an amazing event. They are a great organization and super duper smart.
- MA
Marcus@Marcus-Andrews.com
Photos Via Flickr: Joe Pemberton & YoavShapira Creative Commons Licensed