External Variables:

Function (F):

Function represents job titles and tasks; for example, titles such as accountant, copywriter, or customer service representative or tasks such as analyzing, planning, or writing. Although you’re capable of doing a number of different functional jobs or tasks, you’ll want to concentrate on your innate talents and skills, and favorite experiences.

Industry/Interests (I):

Industry refers to where you will apply your functional skills. Frequently your functional interests can be used within a number of industries. For example, a customer service representative (Function) with a passion for organic products might target call centers (Industry) or retailers (Industry) that specialize. in natural products (Interests).

Things That Matter (T)

Wouldn’t it be wonderful if you could open the medicine cabinet each morning and pop a pill that would motivate you to go to work? That pill does exist! It takes the shape of having your values and needs met. Your “Things That Matter” category might include an impressive title, solid relationships with your boss or peers, a high level of authority, salary range or perks, cultural diversity, independence, travel, or a host of other elements that will take your job from good to great!

Internal Variables

Fulfillment (F)

Fulfillment is synonymous with purpose. Career purpose can be defined as being “radically rewarded and enthusiastically engaged in work that adds value to others.” Your definition should capture the essence of how you will bring value to your employer, as well as how you will fulfill yourself. It’s something you can intentionally look forward to on a Monday morning and say, “this is what I am committed to,” as well as look back on Friday afternoon and say, “I have accomplished my purpose.”

Identity (I)

Identity refers to how you see yourself—your internal self-image. Who are you and who are you becoming? What distinguishing characteristics do you want others to perceive in you? What do you believe you are capable of accomplishing? How do you want others to perceive you? Those who experience the greatest meaning and fulfillment in life and work periodically redefine themselves and move beyond their previously accepted limitations.

Type (T)

Type refers to your personality. You came wired-at-birth with four main personality preferences: where you focus your energy (your outer world or inner world); how you take in information (concretely or intuitively); how you make decisions (based on logic or feelings); and how you approach the world (in a planned or spontaneous manner).

If you’re thinking that it will be a challenge to target a position that ideally suits all six elements-your functional skills, ideal industry/interests, personality type, fulfilling purpose, evolving identity, and things that matter-don’t be discouraged. It is possible; however, recognize that it is a process of fine-tuning your career over time. Start by making sure you’re clear about the first-level elements-Function, Industry/Interests, and Things That Matter-as you target new positions. Then, weave in your second-level elements-Fulfillment, Identity, and Type-to take your career to the next level.

Advantages

The second A in your personal brand, Advantages, is synonymous with benefits and value. These are the advantages that you bring to employers. They should be linked to the employer’s “buying motivators,” such as the ability to help generate income or save costs for the company. You’ll learn more about these in this chapter and in chapter 6 on accomplishments.

Awareness

The final A, Awareness, refers to communicating your brand in a manner that makes people attentive and responsive to it. You can do that both in print and in person during your job search. Your résumé and career marketing documents (cover letters, follow-up letters, reference sheets, project lists, online portfolio, and so on) can all convey your brand in print. Your choice of font, tasteful use of color in traditional paper résumés, use of visuals and color in online résumés, insertion of industry icons or logos, and so on will add to brand identity. And, of course, getting your résumé in front of decision makers is an important aspect of brand awareness.