Personal brand strategy for veterans
How to stand out when you’ve been trained to fit in.
Something veterans can find challenging after leaving the military for a civilian career is the concept of self-promotion and ‘selling’ themselves. Whereas working in the ADF is largely about conformity and fitting in, finding employment in the civilian world is all about standing out as an individual.
Leaving the military you may simply want to find a job, something to pay the bills. If that’s the case, you may not need to worry too much about creating a personal brand identity. However, if you’re looking to build a career, you’ve got to know what you have to offer and how to market yourself. This is something the RSL Veterans’ Employment Program can help with. Reach out to us today for free career coaching and employment support.
Creating a personal brand identity is important. Here’s why.
A ‘personal brand’ is not just for social media influencers. Knowing what you stand for and what your unique selling points are can help you to identify what kind of work you want to do and what types of companies are aligned with your values.
And importantly, knowing and promoting your personal brand will help you to convince an employer that you’re the right person for the job.
How to build your personal brand
So, how do you create a personal brand identity?
Step 1: Define your destination
What are your goals and ambitions? What type of work do you want to do, and also how do you want to work? Full time, casually, as a freelancer, shift work, and so on. Decide what you want to spend your energy working towards, then build the skills you’ll need to get there.
Step 2: Identify your unique selling proposition
What is your point of difference? What unique combination of skills, experiences and values do you have to offer?
It can be a challenge for people leaving the military to translate their defence experiences for the civilian workforce. In fact, it’s probably the number one challenge. Reaching out to an expert veteran career coach is a great first step. They can talk through your time in the ADF and help you to pinpoint those experiences and skills that make you a valuable and unique candidate.
Step 3: Develop a narrative
Having a story to tell about how your past fits into your present is a powerful tool, especially when it comes to translating your defence career for a civilian employer.
Keep your personal brand narrative professional. Don’t explain your transition from the ADF in personal terms – ie, I left the army because I wanted to live in Yass with my fiancé and our baby full time. Rather, focus on the value your prior experience brings to the type of work you want to do next.
Step 4: Market yourself
Now it’s time to stand out from the crowd! Check that your online presence is professional and up to date, including your LinkedIn account and your personal website, if you have one. Update these regularly to show you’re engaged and relevant.
Clean up your personal social media accounts, like Facebook, Instagram and Twitter. Ensure these are set to private and free from reputation-damaging content. Drinking beer from a shoe in Germany that one time in your early twenties might be a fond memory, but it’s not something a potential employer needs to know about.
For more tips on how to build your personal brand, we recommending check out this article from Forbes.
A clear personal brand identity will help you stand out from the crowd and find fulfilling employment.
Personal brand strategy and landing the job you want
When it comes to your job application, you have around 10 seconds to get an employer’s attention before they flip to the next candidate’s application. Having a strong personal brand strategy can help you to stand out from the crowd and make an employer want to know more about you.
Quality over quantity when job hunting
When it comes to finding meaningful work, it’s better to take a quality over quantity approach. Before applying for a job, ask yourself if this role will suit you, based on your personal brand. Research the company. What’s its mission, vision and values? Do these align with your personal brand?
Putting together a strong application takes time and consideration. Don’t waste your time applying for jobs that simply aren’t suited to you.
Convey your personal brand in your cover letter
Write a strong cover letter, and always target it to the specific job you’re applying for. Use your cover letter to toot your own horn, as relevant to the role. If you got outstanding grades in a particular aspect of training, include it in your cover letter. It could be the difference between your application and the next one.
Adopt an appropriate tone of voice for the industry you’re applying to work in. If it’s a creative industry like graphic design or copywriting, your tone might be more relaxed. If you’re applying for a role in the technology or science sector, include technical language. Use your cover letter to promote yourself not just by what you’re saying, but how you’re saying it.
Wear your personal brand on the outside
Great, you’ve got an interview for a job that aligns with your personal brand. Be sure to look the part. This can be challenging for veterans, who are accustomed to wearing a uniform and not having to think too much about what their clothes say about them. But how you present yourself is an important part of your personal brand strategy, so it’s worth giving it some thought.
Always dress in step with the culture of the organisation you’re applying for. If you’re interviewing for a corporate role, dress neatly in corporate attire. If it’s a creative industry, your clothing could be a little more relaxed and individualistic. If you’re applying for a role at a mechanic workshop, don’t wear your best suit to the interview. If you want to get the part, look the part.
Need A hand building your personal brand? we’re here to help.
Creating a personal brand after potentially years of service in the military can be overwhelming. You’ve spent your career fitting in, and now you’ve got to stand out. That can be scary. The RSL Veterans’ Employment Program is here to help, and our services are free.
If you need a helping hand with any aspect of developing your personal brand, our expert career coaches are ready to lend their assistance. We understand the unique challenges faced by veterans, and we know the strategies to help overcome them.