I’m not sure how or why it was “JibberJobber –> job search tool” early on, because I remember wanting to brand it in a much bigger light… that is, a long-term career tool (or, set of tools).
About three weeks after launching I realized that I had to … can you believe it … rebrand! And you know what, it has been very difficult to get over the initial perception of “job search tool.” That’s kind of okay because it was optimized for those in a job search right now. But, once you get a job you should still take care of your network. You should still have target companies that you are tracking and monitoring. You should still keep your resume updated. You should still have elevator pitches. There are a lot of things that we all “should” do… we kind of perfect them during the job search process but once we get that job we go into “relax” mode and neglect our careers.
I’m still working on that rebranding.
Let me tie this back to an amazing observation I made while interning at Simplot. I noticed that interns were, well, interns! That is, we were all treated as part-timer, wet-behind-the-ear kids. But there was this one full-time guy who had graduated about 5 years earlier… you know what? His brand at work was something like “he was the intern in Finance.”
Wow – five years later, working full-time, and he couldn’t shake that brand!
Want to know the best way that I saw to rebrand? I saw someone else do it and the difference was night and day.
This other guy had graduated about five years earlier also. But after switching to full-time with Simplot he was offered a job somewhere else. He took it for about two or three years, and wasn’t branded as the intern… but decided to come back to Simplot.
Person A was always known as “the guy that was the intern from finance.“
Person B was “the guy that was at that other company, did amazing things (or, had amazing titles), and came back to us, adding to the diversity of our management.“
It was night and day. The lesson I took away from this is that if you want to be known as something more than the intern, perhaps you have to get out, do something else (perhaps even something mysterious), and when you come back your personal brand will be different.
Have you ever had to rebrand? Do you have any tips for me (with JibberJobber), or my readers, for rebranding their personal brand?
Find more on diversity in the workplace at DiversityJobs.com.