One of the fundamental laws of economics is the supply and demand. Under normal conditions, these forces are what determine the price of the products we buy … and we can pay to get paid.
An example of this are the high salaries associated with the construction that has occurred in recent years in Spain. The high demand for professionals in this sector has led to a substantial increase in salaries, which has also attracted many people to work on it, but the demand was so high, there has been a disproportionate level of wages in many cases (eg, site managers charged over 4000 euros a month, workers in excess of 2000 ….).
The current crisis leads to these workers and other sectors to reconsider their careers. What do you know? What are good? Where can I find work?
Let us now as an example the career of Business Administration, one of the traditionally cited as having more career opportunities, but also has a large number of students and graduates each year.
Thereforex, if I study that race, I get the hard way, so what? I am one hundred thousand more who have obtained like me. So I have a feature that may be needed to get a job of some kind, but wholly inadequate.
In the products we talk about core product for those features that must meet at least the article, and expanded product, which are those features that make it special, that distinguish it. For example, in the automotive world, the ABS is going to be enlarged to be a basic feature, i.e. to be a prerequisite to buy a vehicle.
One could also see roughly the difference if we think of private label products, often fulfilled the basic qualities (in fact, in many cases are manufactured by manufacturers pointers), but a priori not easy to differentiate (what detergent is best for the Eros or Carrefour?).
The brand means to differentiate themselves from others so it is imperative to make a SWOT matrix to oneself, and see how we are better or worse than others that they must seize opportunities, and against what we must protect ourselves. In this way, and continuing with the analogy of the products, if I speak English is a basic feature (essential), and I do not speak well (a weakness), this quality should be improved to take chances.
Once you implement the basic features, the quality is “extended” where I should look for differentiation. Normally, except for specific cases should I look for qualities that are demanded by the market?
I remember a case of a vacancy requesting an administrative assistant who could speak Chinese and Korean. If you met someone who had these characteristics, would not have much competition, the post would be his, but not very advisable to specialize in something for which there is demand (by the way, the salary offered was slightly higher than the minimum cross).
The knowledge of oneself that can think in terms of personal can even be useful in other environments, such as family, relationships with friends, etcetera.
It has moved from industrial society, with its hierarchical structure and division of labor, the current knowledge society, with their network structures and flatter, versatility, teamwork …
So, increasingly, especially in skilled positions, not looking for a curriculum both “perfect” as a candidate that is decisive, he knows to work on targets, on an autonomous and responsible, but with the collaborative Other …
Remember these purposes the definition used in the article on emotional intelligence, which states:
Ability of an individual fitness x = x attitude knowledge
Thereforex, when building our personal brand should not only impact on knowledge itself, but also skills and attitudes, many times, in job interviews the coach decides, ultimately, by the attitude of the candidate, i.e. the desire to see.
To create own brand we can think of any brand and we know that we recognize immediately. You will have qualities that make it different from others, are relevant or important features, and are coherent and consistent over time (when I buy a yogurt brand X, always known as, has the same color, same texture …).
As in the products, we must know what the market demand, what needs are, and how we can meet them. But always based on our values, our characteristics. For example, if I always have bad language, you should not want to make a living as a translator and get to learn Chinese.
We can show the consistency in the workplace every day, and we present the curriculum to show this consistency, our own brand must look at all aspects (in my experience, many curricula do not already have a first filter having a bad presentation; like do not buy a product if the packaging is not very good looking).
Furthermore, depending on the type of position is important to highlight certain values or minimizing others (this is an important and often not taken into account). Someone may prefer individual or team, be flexible or systematic, or demanding tolerant, introverted or extroverted, creative, or grid …
They are not bad qualities in themselves, depending on the type of work you want to play (for example, a shy person can be a bad seller, but to be an excellent financial analyst).
A good way to think about how to differentiate is to start at the end, i.e. visualize how one wants to be perceived (in line with the qualities that you have) and going backwards, we need to analyze what features to get there.
From this reasoning, we study what the gap is, what separates our product from the desired current, and will cover step by step these differences.
No Comments