Forget writing your résumé – what you need is a job search video – and your own personal brand.
“Companies don’t hire people, they hire personalities. That’s why you need to highlight your personality when you’re looking for a job,” said Patrik Ekman of the Just Recruit Me online employment service.
According to Ekman, a strong personal brand may even trump experience or training in the service sector or creative field.
Katariina Mäkinen, a researcher who has studied personal branding in employment has speculated that the phenomenon has grown in proportion to an increase in the number of jobs in the services sector and other areas requiring a vibrant personality and strong social skills.
“On the other hand economic changes and a new liberal philosophy can be seen in the fact that nowadays people are very individualistic and focused on the individual. This is what branding is about, trying to succeed at work as an individual,” Mäkinen said.
Job seeker as product
Personal branding is already being taught in employment and educational programmes. A talented brander knows how to market his or her skills in many channels and to harness the power and reach of Facebook and Twitter in the job search.
“The idea is to make oneself an easily marketable product, in which the history, characteristics and skills set form a whole,” Mäkinen added.
Often many qualified candidates may apply for the same position. The candidate who engages in personal branding tries to stand out from the rest.
“Because working life is changing all the time, employers look for people who are flexible. Instead of being the type who has one skill that they know very well, you should be someone who can adapt to new situations and continuously learn new things. Maybe the perfect candidate has just these qualities,” Mäkinen said.
Latest in: News
SDP chair rejects calls to appoint new Foreign Minister
Social Democratic Party chair and Finance Minister Jutta Urpilainen has rejected calls to appoint a new Foreign Minister, saying that incumbent Erkki Tuomioja is “the right man” for the job. The demands followed Urpilainen’s decision Friday to shake up the party's cabinet lineup.
Restaurant Day celebrates Finland’s growing culinary diversity
A group of hard-boiled food enthusiasts has cooked up the ninth Restaurant Day, which takes place Saturday. The idea has been to feed a grass roots movement celebrating food, fellowship and community. Today’s festival of culinary delights involves more than 1,500 so-called pop-up restaurants in Finland and beyond.
Bus drivers’ strike continues through the weekend
Bus drivers who shut down their engines and walked off the job at a Vantaa bus depot last Tuesday will continue their work stoppage through the weekend. The drivers are protesting plans to introduce a new shift system, which they say provides inadequate rest periods. Employer and employee representatives have had no success resolving the impasse.
"Russian Google” Yandex sets up in Mäntsälä
One of the world’s largest search engine providers has announced plans to fast track construction of a server centre in Mäntsälä, in southern Finland. Yandex, also known as the “Russian Google” says Finland is an ideal location for a server hub, partly due to competitive energy prices.
Finnish cabinet now running on woman power
The SDP cabinet reshuffle announced Friday has transformed the makeup of Finland’s cabinet, tipping the balance in favour of women. The government’s ministerial lineup now features ten women and nine men. Finland was previously led by a majority female government during Matti Vanhanen’s second term and by his successor Mari Kiviniemi.
Finland’s ”gay” Eurovision entry leaves Georgians cold
Thousands of supporters gathered in the Georgian capital Tblisi for a major gay rights demonstration in support of the Eurovision song contest and in honour of this year’s International Day against Homophobia. The backdrop to the demonstration has been outrage caused in the traditionally conservative country by a girl-on-girl kiss in the climax of the performance of Finnish Eurovision competitor Krista Siegfrids.
SDP Chair Urpilainen: Cabinet changes to continue
SDP chair and Finance Minister Jutta Urpilainen thanked her party’s ministers for their efforts following the announcement of a re-assignment of portfolios Friday. The new ministers are to be confirmed in their posts by the President next week. Urpilainen said that other changes are in the offing for the party's ministerial group.
IT firm Tieto culls jobs again
Last year, Tieto announced the elimination of 1,300 jobs in a large scale restructuring programme. This time around the Finnish IT company is looking to downsize its consultancy and integration services and plans to cut nearly 200 jobs in Finland.
SDP reshuffles portfolios
The Social Democratic Party on Friday announced changes in its line-up of cabinet ministers. Two are to be replaced while one will take over a new portfolio.
Summery weather rolls in
Warm temperatures nationwide and the chance of thunder showers in southern and central regions are making it look a lot like summer again.