Catch up on past issues of HERe!
By Beth Friedman,
marketing circles, “branding” is a verb. It’s a process that forces you to first
understand, then be understood. For example, marketing agencies work with healthcare
software companies and consulting firms to verify which specific problems they can solve. Once we understand the voice of the hospital client, we craft
meaningful ads, messages, and other communications to market the vendors’
products and services.
your personal brand in pursuit of a new position or job opportunity is quite similar.
The same two steps apply: Listen, then communicate.
you’re trying to land a new position, the first step is to know your potential
employer or hiring manager inside and out. Read between the lines of a job posting and ask
targeted questions to understand:
what you “think” about the hiring manager’s problems from what you “know” they
need. Consider all factors: people problems, operational or workflow factors,
and technological feasibility when clarifying the requirements of your new target position. Armed with a deeper understanding of your target audience, it’s time
to fine-tune your personal brand.
personal brand extends way beyond your business suit. Personal branding engages
a variety of tactics to achieve your goal. Just like marketing
professionals use multiple strategies, consider every possible avenue for communicating
your message. Here are three to consider:
your best efforts, there will be times when the new position doesn’t
materialize. Learning from your experience is the last step in preparing for
your next interview, promotion, or higher-paying job.
back upon past experiences—personal and professional—to identify growth edges
and glean wisdom. Look for patterns and trends in the past to help guide your
future. Finally, don’t be afraid to ask for candid, constructive feedback.
gave a presentation to a small group a few years ago. At the conclusion, I
asked the audience for constructive feedback. One of the attendees said she was
distracted by my dangling earrings. Easy fix. Instant results.
you take the next step in your career ladder, listen closely, fine tune your
brand, and stay actively involved at every juncture.
Beth Friedman, BSHA, RHIT, is founder of
Agency Ten22. Prior to starting the firm in 2005, Beth served as director of marketing for A4 Health Systems, McKesson, and eWebCoding.
The HERe initiative is an effort that aims to inspire not only women but men invested in the professional development of women leaders in the health care field with the tools and resources they need to succeed. We hope to inspire one another, learn together, and connect with colleagues across the industry.
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