Reason # 3 You Inc. – Top 10 Reasons Occupy Wall Street Protestors Can’t Find a Job

# 3 You don’t have a well articulated “Personal Brand”

More than ever in our history, huge value is being leveraged from smart ideas – and the winning technology and business models they create.  In the years to come, as companies strive to hire fewer but better people, employers will try harder than they ever have to attract and retain smart, boldly entrepreneurial overachievers.

In the new world of work, value is NOT salary—not for the employer, not for you.   With millions of dollars in revenue at stake, an employer’s search for an employee will be value-focused, not salary-driven.

As a job-hunter you need to thoroughly comprehend that the production of “VALUE” is the Fotolia_31094895_XS most important criteria for an employer when hiring.  Articulating your VALUE is your key to successful job-hunting; it separates you from ALL the other job-hunters.  Understand, VALUE is not salary; worth does not flow from a job title. Knowing what’s important to a company means looking beyond job descriptions and compensation tables, especially today when sudden changes and uncertainty are the norm.

You need to comprehend:

  1. What 'VALUE" a company is looking for from an employee’s contribution.
  2. How you communicate your VALUE to an employer.

Especially for management and senior positions – BUT REALLY FOR EVERYONE THESE DAYS – companies aren't looking to fill in a check box on a standard employee recruitment form.

Companies are looking for something more nebulous, and more important.  They are looking for a person who can deliver a QUALITY, not a quantity, someone who can explode out from an open-ended initiative-driven space.

Qualities are difficult to find, measure or test, and you don’t find these qualities by searching for specific salary levels—the qualities that make up the new Value Table are money-resistant.  The New Value Table goes beyond skill sets and resumes, as I first explained in Career Guide for the High-tech Professional: Where the Jobs are Now and How to Land Them. [Career Press 2004].

 New VALUE Table™

An Employer’s Value Requirements  

Your Quality That Counts  

Create new intellectual wealth for my company; add to my intellectual assets.

A consuming desire to make something new; to cut a new path rather than take a road.

High-energy enthusiasm for the job, regardless of the hours worked.

Work is a game — an integral, vibrant part of his or her life.

Not only is money not the most important issue – it's beside the point.

Internal pride to leave a "legacy signature" on their work, rather than strive for a paycheque.

Enduring performance.

An ability to stay and finish the race, because not finishing is inconceivable emotionally.

"Think around corners" to solve problems creatively.

Have an inner voice saying "There's always a way [to create a technology fix: make a deal]”.

Bring up-to-date professionalism into every fray.

Contain a desire to grow professionally — to become the best person he or she can be: invest in themselves.

Ever-increasing contribution.

The key to inner pleasure is recognized as making an individual contribution.

Identify and develop values for your company.

Instinctive grasp and exploitation of today's real value: the intangible capital of brand image, staff talent, and customer relationships.

Challenge the status quo

Willingness and courage to speak the truth when you see a conflict.


In its simplest form, The New Value Table represents the base elements of your personal “Brand”. Building your brand – making a “name for yourself” that distinguishes you from competitors need not be expensive.

Personal branding isn't about projecting a fake image.

It's about understanding what's unique about you – your accomplishments experience, attitude – and using that to differentiate yourself from other job-hunters.  Your brand is your edge.   Allow me to explain.

Do you buy generic beer, clothes cars?  Do you buy any no-name large ticket items at all? Not likely! If you’re like most people who are about to spend serious money on something which could have long lasting or far reaching consequences, you buy a brand because of the security and peace-of-mind that come from buying the quality and reliability of a known brandEmployers do the exact same thing when they hire people.

Personal branding is critical for Guerrilla Marketers because:

♦   Employers are looking for results. 

♦   Your results demonstrate Your qualities, which satisfy an employer’s Value Requirements.

♦   Employers won’t buy generic beer, or employees.

♦   Employers will buy the intangible qualities implied by your brand (you are like Nike too).

How to create your brand for FREE

Personal Branding is about making yourself stand out so that people trust you and are interested in you.  YOu can do this by leveraging your previous employers’ Brand (names, slogans, and logos) to create an identity that is memorable and desirable to the people they want to reach. 

For your cover letter this means name-dropping which projects you worked on or which clients you sold to.  Be specific.  Be detailed.  Sell the sizzle AND the steak.

For your resume it may mean taking the logos (with permission of course) of the companies you worked for or product you developed and placing them on your resume for extra punch.  Nothing will get an employer’s attention faster than a well-known brand’s logo, especially if it’s a competitor or a coveted account they want.

What would make your reader take notice of you?  Could it be your training at another company?  Might it be the companies you have sold to?  Where you responsible for a major product which the employer might recognize?  There are likely thousands of images you could use.  You only want to put in five so choose the five your reader is most likely to be interested in.   Putting in more than five makes It too crowded.

Here is a list of possible suggestions:

Your Position sought

Your Reader’s Interest

Suggested graphics


Who have you sold to.  Are there any major accounts you know they would like to have or would recognize as difficult to get that would make you look like a “super-star”?

Logos of the companies you have worked for or the major customers you have sold.  Perhaps a product you sold if it’s more recognizable than the company’s logo.


Who have you worked for?  What major product where you part of designing? 

Logos of your employers or customers.  A logo or snap shot of the product you designed. 


What brands have you helped create?  Where have you gotten press coverage for your products?  What trade shows have you worked?

Logos of your employers.  Logos of the newspapers or magazines you have had coverage in.  Media quotes you were responsible for.


Have you done an IPO on NASDAQ?  Have you secured funding from a major Venture Capital firm?

Logos of your employers or significant partners you have negotiated with.


How have you increased efficiencies?

Logos of your employers.


You can leverage your brand through the clever design of your resume and cover letter – just use these tools to do your research and then tell them what you know they want to hear.


Top 10 Reasons Occupy Wall Street Protestors Can’t Find a Job

# 10 – You’re Gulliable

# 9 – You’re Invissible

# 8 – You’re Irrelevant

# 7 – You Network Like a Girl!

# 6 – Your Resume is Ugly

# 5 – Your Cover Letter is Boring…

#4 – You Don't Know What to do When a Recruiter Calls



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