Global Guide to

Personal Branding
for Executives
Everything you need to know to
identify your values,
articulate your mission,
AND optimize your career documents
to become a thought leader and
win the best opportunities.

By BlueSteps

The executive career management

service of the Association of
Executive Search and Leadership
Consultants (AESC)
 INTRODUCTION
P
ersonal branding isn’t new. It’s a concept that’s been around in the business realm for a couple
of decades, but before it was even articulated—its coinage credited to a Fast Company article
by Tom Peters in 1997—it was happening both in corner offices and around town.

Back in the late nineties, there was a mass realization among business leaders that everything
around us was branded, from the clothes we wore and the pens we used, to the coffee we drank
and the technology we adopted. By attaching ourselves to those brands, we were also saying
something about us as individuals and as business leaders.

The savviest leaders quickly understood that they had their own marketable brands, distinct from
those of the companies they worked for. Their personal brand was mobile and it could be carried
from the office to out on the town, and from one organization to another. Business leaders began
to nurture their brands, shape them and attract brand followers. They sought out brand coaches
to help strengthen them and they won new opportunities because of their clearly recognizable
and increasingly desirable personal brands.

Fast forward 20 years and we find ourselves in a new era of global business. Our society has
transitioned from analogue to digital and the accelerated growth of technology has created a
business climate of lightning-fast speed and constant change. There is a premium on top talent
and fierce competition for executive-level jobs worldwide. Practically everyone has their own
digital presence and today’s business leaders must differentiate themselves from the competition
to be successful. To do that, it’s critical they understand their personal brand and how its narrative
thread is carried out through all that they do.

We have developed this Global Guide to Personal Branding for Executives to help today’s
executive-level professionals craft a strong personal brand for the first time or to reshape their
executive identity. This guide is intended to help you understand what personal branding means
today, why it’s important, what it includes and does not include, and how to convey an effective
personal brand to clearly communicate your value and win new opportunities.

Kathy Simmons
Executive Director
BlueSteps Executive Career Services
Forbes Coaches Council
 TABLE OF CONTENTS
1. WHAT IS PERSONAL BRANDING? 4
2. IMPORTANT QUESTIONS EXECUTIVES SHOULD ASK BEFORE 6
GETTING STARTED
3. IDENTIFYING YOUR VALUES, ARTICULATING YOUR MISSION, 7
AND FINDING YOUR VOICE
4. WHY EXECUTIVE CAREER COACHING IS VALUABLE FOR YOU 10
5.
EXECUTIVE BIO 12
6. EXECUTIVE LINKEDIN PROFILE 15
7.
EXECUTIVE COVER LETTER 20
8. EXECUTIVE RESUME OR CV 23
9. NETWORKING FOR EXECUTIVES 27
10. BECOMING AN EXECUTIVE THOUGHT LEADER 30
11. HOW BLUESTEPS CAN HELP YOU 32
 what is personal
branding?
1
T
Your brand is what people he good news is you already have a personal brand. In fact,
say about you when you’re you are a brand. You may or may not be aware of your brand
not in the room. identity, and if not, that’s okay. That’s why we are here—to help
you uncover your authentic personal brand and to fully leverage it
JEFF BEZOS for maximum opportunity.
Founder But before we dive in to the specifics of you and your brand,
of Amazon what do we mean by personal brand? What is it?
A personal brand is everything that you bring to the table. It
includes your skills and your values, as well as how you add value in any
situation. Think of a business contact you know. What first comes to
mind when you hear their name? Now think about you. What comes
to the minds of others when your name pops up in conversation?
Marketers McNally and Speak define the personal brand in
this way: “Your brand is a perception or emotion, maintained by
somebody other than you, that describes the total experience of
having a relationship with you.”
Ironically, your personal brand is ultimately not about you – it’s
the perception others have of you based on the value you deliver
to them.

Global Guide to Personal Branding for Executives - 4

Why is personal branding so important for
today’s business executives?
In many ways, your brand is an intangible outside of your
immediate control. You cannot ultimately control the perception
others have of you, but you can certainly influence it. Everything
you do and how you do it shapes your brand, as well as what you
choose not to do.
That’s what makes personal branding so critical for today’s leaders
and a conscious approach to it so important. Think about how much
more transparent our lives are now compared to 20 years ago. Data
about us is being constantly collected and analyzed. Because of the
rise of digitization, there is more information about us in the public
than ever before.
Whether we like it or not, we leave behind us more evidence
of who we truly are than ever before. This has created a new
component of our overall reputation. Today’s executives must be
conscious of their offline reputation and their online reputation,
and for an authentic personal brand, both should align. To stay true
to their brand, who someone is offline should also reflect who they
are online.
While your personal brand is distinguished from your organization’s
brand, they are interconnected. Today, a disloyalty to one’s personal
brand could easily become a breech to your organization’s brand,
especially for business leaders in roles of great responsibility and
visibility.

So, how much can you really influence

your personal brand?
A lot. Just like company brands, personal brands can be turned
around after a losing streak or optimized to speak to a new audience.
Your personal brand is something you can proactively work on and
strengthen. The important thing to keep in mind is your brand
is built on what’s important to you, but ultimately your brand is
for others. And because of that, again, just like company brands,
personal brands can repel or attract. Branding is the framework
you use to establish a relationship with your “customer.” It’s okay
if not everyone likes your brand. In fact, your brand shouldn’t be
for everyone. A powerful personal brand needs to be specific and
speak to your specific customer. l

Global Guide to Personal Branding for Executives - 5

 2
Important questions executives
should ask before getting
started

C
rafting your personal brand can be a daunting process at first. It calls for us to
exercise ONE look inward to ask ourselves who we are and the leader we aspire to be—two
Discover what’s big questions for anyone to answer. To help you get started, we have developed
important to you as the following exercise. Consider each question and just start writing without
an Executive Leader. editing yourself. Just keep writing until you feel you have genuinely answered the
questions.
Once you have answered each question, be sure to save your responses. They
will be useful to revisit later as we move along in helping you define and articulate
your brand. n

7.
4. What kind of
What past problems do
experiences you solve?
have you had 11.
that have How
8. recognizable
helped shape Who are your
1. who you are are you?
role models?
What do you today?
want to be 12.
known for? 9. Who should
5. How have you know about
What makes
2. demonstrated you?
you different?
What are you impact?
known for? 6. 13.
How have 10. What is your
3. you been What are greatest
What do you Successful in your areas of professional
stand for? the past? expertise? achievement?

Global Guide to Personal Branding for Executives - 6

 3
Identifying Your Values,
BlueSteps
Advisor Articulating Your Mission and
Finding Your Voice

Y
ou probably know your company’s core values well. Maybe you can even
Remember, if you try to market to recite them. But what about your own values? You probably know them
everyone, you are marketing to inherently, but have you ever truly articulated them?
no one. It’s also worth bearing in Identifying your values is foundational to exuding your brand. It is the core of
mind that everything is database who you are and what emanates outward to others. Companies that stick to their
driven (ATS/LinkedIn/Facebook/ core values are more recognizable and more successful in the marketplace. The
BlueSteps etc.). Any branding is same holds true to individuals. And not only are they more recognizable, they are
about speaking to your ideal / also more fulfilled. When work and life are aligned with your values, this is when
target customer(s) and how you you are at your best. You are positioned to succeed.
can help and bring value. When work and life are misaligned with your values, you experience unhappiness,
unrest, fatigue; you start to pick up bad habits and develop practices or behaviors
CATRIONA MCDERMOTT that do not align with your personal brand and principles. This is clearly not where
Advisor, BlueSteps you want to be. Sometimes, we end up here because our values have changed over
Executive time. This is normal. When you are starting in your career, for example, you may
Career Services more highly value money, success and doing whatever it takes to propel yourself
forward. As you age, you may more highly prioritize balancing work with time for
friends and family. The point is, your values evolve over time and what you value in
work and how you need to be positioned for success change over time, too.
Most of us have vague notions of what we value, but if prompted, we may
not be able to articulate what is truly important to us. Sure, we know the things
that societally we know we should—and likely do—value. Things like family and
friendship and a peaceful world. But what matters to us as individuals that makes
us our unique selves?

Knowing what you value takes some work

The first step is reflection. When you think back at times in your life when you
were happiest, when you felt most confident, what were you doing in work and
life? Who were you spending time with? The previous exercise may have uncovered
some thoughts that brought you closer to understanding your values. Refer back
to that exercise. To go deeper in uncovering your values, consider the following
questions and make a list of your responses:

Think back to a time in your life when you felt good about who you were and
exercise TWO what you were doing. Consider both work and personal life.
Find what you truly • What did you value then?
value in your career.
• What gave you purpose?
• What else made you feel fulfilled?
• What made you proud?
• What made others proud of you?

Global Guide to Personal Branding for Executives - 7

 Once you have addressed these questions completely, now think
exercise THREE about the elements you uncovered that still hold true with where
Determine your core you are today. What has changed? What is new that wasn’t in the
values. picture then? Now address the following questions and record your
responses.
• What do you value now?
• What gives you purpose?
• What else makes you feel fulfilled?
• What makes you proud?
• What makes others proud of you?

Now that you have reflected on what you valued in the past and
what you value in the present, as well as what has changed and
what has remained, think about words that describe those core
values. To help you get started, here is a list of common values
below, but certainly feel free to create your own not on the list.
You should aim to start a list of about 10 values and then work to
narrow that list to 3-5 values that are core to who you are at this
point in your life. As you continue, you may find that some values
are similar and you can combine them.

What Do You Value?

Global Guide to Personal Branding for Executives - 8

 Now that you have your list of 3-5 values, it’s time to turn those 3-5 words into
exercise FOUR values statements. A values statement can look like the following examples:
Write your value and
mission statements. • I VALUE GIVING BACK TO MY COMMUNITY.
• I VALUE OPEN-MINDEDNESS.
• I VALUE LIFE-LONG LEARNING.

Your values statements should be short, single phrases. The values statements will be
used to write your personal mission.
INSIDER TIP Now it’s time to write your mission. Your mission statement should be succinct and
For some, once you’ve articulate your purpose. A good mission statement will guide you throughout your
completed these steps, career, help you pivot direction when you’re at a crossroads, and will serve as the
your mission statement elevator pitch-size statement for your personal brand.
may come relatively easily. For others, Your mission statement should reflect not only your values (what you stand for), but it
this is an area where a career coach should also include your past contributions (what you’re known for) and your goals (what
can bring tremendous value by helping you still want to achieve). Consider these three elements as you write your statement.
you uncover what it is you truly value Start by referring to your values statements. Now think about your contributions and
and hope to accomplish throughout what you are known for. List those. Lastly, what do you still want to achieve? List your
the rest of your career. To better desired achievements. Now that you have identified each component, you can begin to
understand how coaching can help, craft your mission statement. Don’t try to include everything. Include what you consider
see page 10. to be most core to who you are and what you want to accomplish in life.
Once crafted, your personal mission statement will act as the building block for your
brand. It should set the tone for how you engage with the world and shape your voice. n

Global Guide to Personal Branding for Executives - 9

 The Value of executive career

4
coaching
Like with financial planning and fitness training, you don’t have
to go it alone. An expert career coach can help you uncover your
values, articulate your mission, and find your voice.

A good career coach will:

Global Guide to Personal Branding for Executives - 10

A good career coach will:

Global Guide to Personal Branding for Executives - 11

 executive bio
5
W
hile all of your career documents should consistently reinforce your
personal brand, the executive bio is your strongest opportunity to
focus on your brand. You can think of your executive bio as your
marketing brochure. The cover letter is your value proposition and the
resume or CV is your product spec—we’ll cover those next.
The executive bio goes beyond just the facts in your resume or CV
and presents an opportunity to inject personality into your career
story. Your executive bio should provide the reader with a sense of the
human being behind it, evoking what it would be like to work with you.

exercise FIVE Components of the Executive Bio

BlueSteps recommends an executive bio of 100-150 words. Your bio
Incorporate your
executive values and should be succinct, easy to read and include captivating and compelling
mission into your bio. information about your background and expertise. To craft a bio that
best reflects your brand, include the following six sections:

1. CURRENT RESPONSIBILITIES.
In your opening paragraph, you need to outline your current roles
and responsibilities in a way that will capture the
attention and interest of your audience. Start with a
clear branding statement which encapsulates what
makes you unique. Be sure to highlight your value
proposition, key accomplishments and expertise
throughout this section.

2. PREVIOUS EXPERIENCE.
Aside from what you do in your current role, it is important that
your audience doesn’t lose sight of what you have
accomplished in your previous roles, too. Use this
section to explain your past achievements, both inside
and outside of the prior organization. Remember, you
can also use hyperlinks and supporting data to provide
the audience with more information on these. You should integrate
statistics and measurable successes throughout.

Global Guide to Personal Branding for Executives - 12

 3. INDUSTRY HONORS.
If you have been recognized in your field of work, by
BlueSteps way of awards, honorary degrees, or in alternative
Advisor ways, this is the section where you can elaborate
on them and make sure that they are known to
the reader. You can also use this section to include details of any
board positions, press interviews or published works.
Describe your
best career accomplishments, 4. COMMUNITY AND INDUSTRY
awards and accolades from INVOLVEMENT.
a networking, personal Alongside their busy work schedules, many
brand building and thought executives volunteer their time for the benefit
leadership standpoint. of worthy causes. This can help to demonstrate
leadership qualities, personal strengths, and passions outside
CHETAN PINTO of the office environment and can be integral to a successful
Advisor, BlueSteps executive bio.
Executive
Career Services 5. EDUCATION.
Like with any career marketing document, it is
important to include details of your educational
background and qualifications. Be sure to include
not only where you went to school, but also your
academic honors, certificates, and other work-related training
courses.

6. FAMILY AND HOBBIES.

Once you have provided the reader with your
career story, at the end of an executive bio, many
executives choose to wrap-up with information
that will make them more personable, such as
mentioning their spouse and/or children. This will highlight to the
audience that you have a successful work/life balance. Discussing
other hobbies and other leisure activities can have the same
effect. n

Global Guide to Personal Branding for Executives - 13

The Executive Bio – A Career Management Essential
by Tiffany Hardy, Advisor, BlueSteps Executive Career Advisor

L
anding the perfect-fit C-suite position is hardly as formulaic as “John has proven himself to be a highly flexible leader, delivering
polishing up your resume and shooting it out in response to tangibles that have far exceeded the expectations of his employers
job ads. The reality is that the vast majority of executive-level by adapting quickly to ever-shifting corporate priorities.”
jobs never make their way into an advertisement—meaning that “Mary cares deeply for her team members and is committed to
your chance to be privy to such opportunities requires you to rely both business and individual successes. Her ability to lift leaders
heavily on your network of contacts for introductions and hints up to optimal performance is evidenced by the fact that over 25 of
regarding such undisclosed opportunities. her direct reports have advanced to senior leadership positions.”
With this in mind, your resume must be updated and primed
for the more advanced stages of conversations with key decision 3. DESCRIBE YOUR CAREER PATH IN A STORYTELLING
makers (which may happen sooner than you expect), but it may FORMAT.
not be the most-fitting tool for getting a foot in the door with key Starting either with your current role, or with your early-
organizational insiders. In fact, if you are meeting with someone career foundation, take the reader through a light, readable—but
who is not directly looking to hire you, but has agreed to have a substantive—account of your career, highlighting the overall impact
networking meeting or informational interview with you, sending you had on the organizations you worked for. Don’t get hung up on
a resume may look, well, a bit presumptuous—and your contact details such as dates, reporting structure, or any of the other
may even feel put on the spot. factual minutiae that, while important on a resume,
Enter the Executive Bio as the networking tool par will bore a reader hungry for a quick, compelling
excellence: A more prudent approach to initiating narrative. Make the content digestible, avoiding
exploratory conversations with targeted contacts. dense paragraphs or lengthy sentences.
So, what exactly is an Executive Bio? An
executive bio is a one-page document describing 4. INCLUDE SIGNIFICANT QUALIFICATIONS.
your core value, brand attributes, and career Add a paragraph that describes university
history and accomplishments—as related to your degrees, if relevant, language skills or any other
current goals—written in standard paragraph major qualifications, such as board leadership
format in the third-person narrative. experience or professional memberships. Only
Here are five tips for crafting your high-impact bio: include what is most relevant—with your target
audience in mind. Remember, your details, in the form of
1. STAY CONSISTENTLY ON BRAND. a well-crafted resume, will be read later by the appropriate hiring
It is critical that your bio maintain a consistent message that audience. The bio is not the place to list every training program
is backed up across your entire executive portfolio—resume or you’ve ever participated in.
CV, cover letter, and LinkedIn profile. That is, your unique value
proposition must be highlighted and must “hook” your reader 5. INCLUDE A PROFESSIONAL PHOTOGRAPH AT THE TOP
early on. This may be your ability to lead successful turnarounds, AND YOUR CONTACT DETAILS AT THE BOTTOM.
drive cultural change within your organization, break into new Again, consistency is key. Use the same clear, professional
markets, or create organizational infrastructure. headshot used on your LinkedIn profile and ensure that your
It is also important to stay on brand visually. Use the same contact details match those on your resume and cover letter.
polished look and feel as your expertly crafted resume and cover Include your Twitter handle, LinkedIn URL, or any other relevant
letter––matching the attractive and industry-appropriate font web content, such as an online portfolio or blog.
and design elements to instill harmony across your entire career Once your on-brand executive bio is ready and is fully aligned
portfolio. with the rest of your polished career documents, you are ready
to jump-start your search by truly leveraging your network. You
2. LET YOUR PASSION, PHILOSOPHY, AND STYLE SHINE may now initiate dialogue with the right people, knowing that you
THROUGH. have the appropriate tool for doing so. With a thoughtfully written
Be creative when writing your bio, and be sure to weave your and visually attractive Executive Bio added to your complete job
leadership approach into your story, which will help readers search toolbox, you are now prepared for the various stages of
understand the values and attitudes that have led to your major conversation—from informal discussions with insiders and well-
successes. Here are a couple of examples of how to inject passion positioned individuals, to advanced discussions with selection
and style into the bio: committees and hiring agents. n

Global Guide to Personal Branding for Executives - 14

 linkedin for executives
6
L
inkedIn can be an incredibly powerful platform for executives.
If leveraged the right way, it can be highly effective in
communicating your personal brand. To make sure you nail your
LinkedIn profile and communicate your personal brand to stand out
among the 450 million other profiles, consider the following.

1. LINKEDIN PROFILE PHOTO AND

exercise SIX BACKGROUND IMAGE.
Increase your LinkedIn profiles that have photos are 14 times more
visibility on LinkedIn likely to be viewed than those without. Adding a
by optimizing your
profile picture is really non-negotiable if you want to
profile
raise your visibility and build your personal brand. But it is important
to ensure that you select the right profile picture for the platform,
noting that more casual photos such as those used on Facebook are
not appropriate. Top tips for choosing the perfect photo for LinkedIn;
if you don’t already have professional company headshots, would be
to select a recent photo where you are wearing professional clothing
in front of a relatively plain background. Your face and shoulders
should make up around 60% of the image. If you already have a
professional headshot for your executive bio, use this. The photos
should be the same to emphasize a consistent brand.
Now that LinkedIn has introduced background photos, users
are expected to utilize this feature too as it can help your profile
stand out and strengthen your brand. As before, make sure the
photo you select is professional, eye catching and is consistent with
the image and branding that you are trying to create throughout.
Avoid clichés such as city skylines. Most people don’t put a lot of
thought into their background image and just choose something
that looks nice. This is a mistake. Think about how much thought
is put into the images companies use across their communications
and social platforms. Images matter a lot! So, think carefully about
a background image that is on-brand for you.

2. CUSTOM URL.
When creating a new LinkedIn Profile, the default
URL created usually consists of the LinkedIn web
address followed by your name and a jumbled
series of letters and numbers. To demonstrate that
you’re current and also have a clean URL you can use on other
career documents, you can clear this up in one easy step by creating
a custom URL (also known as a vanity URL). To create your custom
LinkedIn URL, follow LinkedIn’s own instructions to set this up from
your profile. Ideally, your custom URL is the LinkedIn URL followed
by just your name, first name, followed by last name with no
dashes. If your name is already taken, try adding your middle initial.

Global Guide to Personal Branding for Executives - 15

 If that is already taken, too, you can add a professional designation
to the end such as MBA or CPA. Like with your profile photo, keep it
professional—this is not the place to be clever. Examples:
BlueSteps
Advisor • https://www.linkedin.com/in/joanyang
• https://www.linkedin.com/in/joanayang
• https://www.linkedin.com/in/JoanYangMBA

Find out who your target 3. HEADLINE.

audience is, rewrite your Most people just use their current job title and
profile to appeal to your company in their headline. While this approach is
target audience online. Don’t perfectly acceptable, it is worth bearing in mind
forget to back up your claims that LinkedIn’s algorithm factors keywords in the
with evidence of work and headline in terms of how you rank in searches. If used sparingly,
recommendations. the headline can also reinforce your brand beyond your current
role and company. The goal here is to be authentic to your brand
CHETAN PINTO and include only what you are truly known for in your headline.
Advisor, BlueSteps You don’t want to come across as gimmicky or trying too hard to
Executive impress. If you are an author, a regular columnist, a regular keynote
Career Services speaker, you are a known thought leader in an industry, or you serve
on a board of directors in addition to your full-time role, those are
all appropriate to include in your headline. Again, use sparingly, and
if it doesn’t feel quite right, just stick to your title and company.
Here are some LinkedIn headlines of prominent influencers, as of
publication of this guide:

Mike O’Neil
CEO, Integrated Alliances; Forbes Top 50 Social Media Influencer
Sales Navigator Expert, Trainer; Speaker, Author, Futurist, LinkedIn
Industry Leader

Liz Ryan
Founder and CEO, Human Workplace; Author, “Reinvention
Roadmap”

Jeff Selingo
New York Times bestselling author, Washington Post columnist,
higher education strategist, LinkedIn Top 10 Influencer

4. YOUR SUMMARY.
One way in which your LinkedIn profile differs from
your executive resume or CV is that you have the
space to tell your professional story in more detail.
Although you should be mindful to keep this section
concise, your summary is your opportunity to explain your professional
passions, interests, achievements and goals. It is also an excellent
opportunity to incorporate industry related keywords which will help
you appear in more candidate searches.

Global Guide to Personal Branding for Executives - 16

 Highlighting your brand in the first two lines of your summary is
critical. By default, on your profile as of publication of this guide,
BlueSteps the first two lines are visible to the reader with a link to “show
Advisor more” below. You must assume some viewers will not click to see
more, so you really want to encapsulate your brand in these first
two lines. Refer back to your mission statement and pull from there
to start your profile off strong.
In writing your summary, be sure to show your values and
Focus on your unique
vision. Most LinkedIn profiles are written in first person and they
and compelling value!
are conversational in tone. You want to be sure you are connecting
You and your competitors
with people. Be sure to avoid creating distance with the reader
might have many things in common,
and focus on engagement. The LinkedIn profile summary is less
but commonality won’t brand
formal than your resume, so you should feel encouraged to inject
you as a “must-have” candidate
personality. Show your human side—provide a glimpse of your life
to employers. Whether it’s your
outside work without going overboard. Make people curious about
executive resume, bio or LinkedIn
you as a person.
profile, you need to stand out, NOT
blend in.
5. EXPERIENCE.
Often people tend to just list their three or four
GEORGIA ADAMSON
most recent roles and any board positions, and
Advisor, BlueSteps
don’t include any description in the experience
Executive
section of their profiles. But again, as of publication,
Career Services
Linkedin’s algorithm also factors content in this section, so that is
something to keep in mind. It is also an opportunity to include two
or three bullet point accomplishments for each position to help
reinforce your brand. As in your resume, avoid overused adjectives.
If the company is less known, you can also include a concise
statement about the company to help readers better understand
your background.
The experience section is also an excellent way to demonstrate
some concrete examples of what you’ve done by adding relevant
media. Were you the author or co-author of an important white
paper or report? Were you the focus of a company video? If so,
you can include one or two examples of media for any position
you’ve held. Again, stay on-brand and demonstrate examples of
accomplishments that you would like to be known for and ideally
continue to do.

6. SKILLS.
LinkedIn also gives you the ability to list your
relevant skills and allows your connections to
endorse those skills. With this section, the rule
is definitely quality over quantity. Make sure that
rather than creating an endless list of skills, including skills that
are not entirely relevant to what you do now or where you want
to go, be selective and choose your core skills. This will help
readers immediately identify what you excel at and what your
strong suits are at a glance.

Global Guide to Personal Branding for Executives - 17

 7. LINKEDIN PUBLISHER.
Authoring and publishing original articles on
BlueSteps LinkedIn is an excellent way to demonstrate your
expertise, increase followers and build your brand.
Advisor
However, like with blogging and other forms of
media, only attempt using this feature if you can do it well, or if you
can hire someone who can help you do it well. If you are a great
writer or a good communicator with a good editor, then you should
Make it easy for recruiters to consider using this feature.
find you. List your email address Some personal branding advisors and coaches also provide ghost
under the Contact section (on the writing services, but you should utilize this carefully. Even if an
upper right) and in the Summary editor or ghost writer is assisting, the content should be ultimately
Section (under your name.) Make coming from you and should be authentic to your brand. Anyone
sure your LinkedIn Profile is else involved should only be helping to polish it and make it more
consistent with your resume. readable.

AMY PERONNE 8. GROUPS.

Advisor, BlueSteps Executive It’s a good idea to join a few LinkedIn groups
Career Services that align with your interests and expertise and
contribute content or comments when you can.
If you are a CMO, there are groups for CMOs.
If you are a FinTech executive, there is likely a group for that.
BlueSteps offers the “Executive Talent: Insights for the C-suite by
AESC” group for executive-level professionals and covers content
of interest to global decision makers. The goal here is to engage
with others knowledgeable in a particular area, demonstrate
your expertise and network.

9. WRITE AND RECEIVE

RECOMMENDATIONS.
Writing a few recommendations for colleagues,
vendors or subordinates can showcase
your management style and network. If for
subordinates, it can demonstrate how you have built your team
and helped others develop. If for colleagues or vendors, it can
showcase your ability to collaborate internally and externally,
and communicate cross functional knowledge in the process.
Writing a recommendation for someone after finishing a project
or when they have moved on to another role can be a good time.
Also, don’t be shy about requesting recommendations either.
Again, think carefully about timing, though. n

Global Guide to Personal Branding for Executives - 18

 Helpful Tips
PRIVACY SETTINGS. ALWAYS PROOFREAD
Make sure you know BEFORE POSTING!
what your privacy Typos can kill any goals you
settings are at any may have to build your brand by
given time. If you are suggesting you are careless or lack
actively job searching attention to detail.
and updating your
profile a lot as a result,
you may want to turn
off notification to others
when your profile changes.

CONNECT WISELY.
Don’t just automatically
accept invitations, but you
will likely want to accept
most. After all, LinkedIn
is a networking
platform. But look at
someone’s profile first
before you accept their
DON’T PACK CONTENT
invitation to connect.
TOO TIGHTLY IN YOUR
If something suggests
SUMMARY AND
they are a spammer or an
EXPERIENCE.
overzealous vendor, you probably
Give the reader some white space
don’t want to accept as they can
so they will likely want to continue
indirectly harm your credibility.
reading on.

DON’T OVERPROMOTE.
Keep it professional and
show expertise or insights
when you can, but don’t
make the goal of LinkedIn
to promote yourself. The
best brand marketing
today is based on insights
and helping someone solve
a challenge. Keep this in
mind for marketing yourself
and building your personal brand.

Global Guide to Personal Branding for Executives - 19

 executive cover letter
7
T
he cover letter is the opportunity for an executive to clearly
articulate their value proposition. No matter how good your
resume is, it often will not be looked at without a compelling cover
letter. Too often, cover letters are written in haste and come across as
an afterthought. This is a huge mistake, especially at executive level.
You need to put as much care and craft in your cover letter as your
resume, but it’s something that many senior-level executives struggle
with. Since there’s such a short amount of space to make a positive
first impression and explain why you are suited to the role, we have
provided three simple steps to help you on your way:

WRITING YOUR INTRODUCTION

exercise seven (DEFINING WHO, WHY, WHAT AND
Showcase your HOW)
personal brand and WHO?
unique value with a
stand-out cover letter The recruiter or employer can learn a lot about you
from how you address him or her in your first salutation. If you spend
time researching the name of the hiring professional and addressing
the email directly to them, it will demonstrate to the reader that you
have done your due diligence thoroughly, whereas “Sir or Madam” can
appear generic, lazy or underprepared. You can easily find the name
of the hiring manager by searching on Google or LinkedIn. Even if you
don’t get it right, showing that you have tried harder than everyone
else to do your research will set you apart.

WHY?
Your cover letter is your chance to explain why you want to work
at that specific company, rather than at any company. Therefore, it
is important to personalize your cover letter and explicitly mention
the name of the company within the text, followed by a brief
explanation of what interests you about them.

WHAT?
You also need to use the cover letter to pitch to the employer
what you can do for them. This can be done by giving the recruiter
an insight into your background which will encourage them to learn
more by reading your attached resume.

Global Guide to Personal Branding for Executives - 20

HOW?
Make sure you start out with a strong opening paragraph, using
strong verbs throughout. The cover letter is your first opportunity
to make an impression on the hiring manager. You want to use it
to not only highlight your personal brand, but to demonstrate how
it aligns with the organization’s and how you can use your talents
to make an impact at the company and help them achieve their
corporate goals.

WRITING YOUR MIDDLE SECTION

(VALUE AND TRAITS)
VALUE: Conveying your potential value to the
prospective company should be your primary focus
in this section. You should outline how you plan
to contribute to the company’s success based on research of the
company’s goals, accomplishments and opportunities. Make your case
stronger by including impressive performance metrics when relevant.
TRAITS: Explain how your personal traits make you suited to
the role and put you ahead of the competition. It is important to
position yourself as the best possible candidate for the role, using
powerful language. This is a chance to showcase your brand and
demonstrate how your brand fits the company culture and what
the company is trying to achieve.

WRITING A POWERFUL
CONCLUSION, EDITING AND
SENDING
CONCLUSION: Your cover letter should whet the
reader’s appetite and leave them wanting to read
more about you—either through your resume or by arranging an
interview. Make sure you use a positive call to action for the reader
at the end of the cover letter to either ask for an interview or direct
them towards your resume.
EDITING: It is compulsory to have perfect spelling and grammar.
Your cover letter helps recruiters and potential employers evaluate
your core writing skills; and when presented with a large selection
of applicants, the first step for hiring professionals is to cut out
those who have made basic spelling, grammar and typographical
errors. Therefore, it is vital to proofread your cover letter, or ask a
friend to proofread it with you.
SENDING: When sending your cover letter by email, it is
advisable to copy and paste your cover letter into the body of the
email, instead of sending it as an attachment. Sending a cover
letter as an attachment is a common mistake made by executive
applicants, as most hiring professionals are not going to take the
time to open it.
Remember, this is your chance to grab the reader’s attention and
you only have a few seconds in which to do so. The creation of an
impeccable cover letter can be tricky, but it can also be the key to
landing your job. n

Global Guide to Personal Branding for Executives - 21

How Critical is a Cover Letter in Your Executive Job Search?
by Louise Garver, Advisor, BlueSteps Executive Career Advisor

N
early every time I talk with executives about their job search cover letter. They view the letter as an additional supporting
and the career documents they need, the long-standing document to introduce themselves (their ROI qualifications),
question comes up… get a sense of the person behind the “facts” and how they
Do I really need a cover letter and is it really being read? communicate in writing—all of which they say helps them to
Some executives will tell me that they personally don’t read get to know the executive a little better as they initially screen
candidate cover letters (the reasons: they are usually not well documents.
written, sound canned, not tailored, etc.). Others will tell me
that they do read them—some before they read the resume 2. ACCORDING TO SURVEYS CONDUCTED OVER THE
and others after they read the resume, looking for consistency YEARS IN THE CAREER INDUSTRY, TWO-THIRDS OF HIRING
between the two documents and interest in their company and AUTHORITIES WILL READ YOUR COVER LETTER.
the position. Some employers will read your cover letter
They also tell me that a focused and first, some will read it after they read your
well-written cover letter that supports the resume or CV, and some won’t read it at all.
resume or CV will attract their attention over Just like a lot of things, it comes down to a
a candidate whose letter is poorly written or personal preference.
who does not provide one at all. Some job postings or applications mention
So, can a cover letter distinguish you from submitting a cover letter and resume or CV.
other candidates and help you in your search? That’s always clear cut. Other employers
The answer: Yes, with some employers and don’t mention it, but don’t assume that your
some executive recruiters. Like many things letter won’t be read if they don’t ask for it. So,
in job search—there is no absolute—and you unless you are told otherwise, include a cover
will never know which employers or executive letter—especially when it comes to posted
recruiters want to read your letter unless jobs.
they state this information (which they don’t
typically do when you respond to a job post). 3. WRITE TARGETED, COMPELLING
However, when it comes to cover letters, LETTERS THAT DEMONSTRATE HOW YOU
the following points will guide you in what to ARE A MUTUAL GOOD FIT WITH YOUR
do. TARGET EMPLOYER.
Be prepared and include a focused one-page cover letter or
1. IN GENERAL EXECUTIVE RECRUITERS (RETAINED OR eNote (about 150 words or less pasted in the body of your email
CONTINGENCY) AREN’T INTERESTED IN LENGTHY COVER message) that compels your audience to open your resume and
LETTERS, AND SOME WON’T READ A COVER LETTER, want to learn more about you.
PREFERRING TO DELVE INTO THE RESUME. Start with an attention-capturing statement about your
They do advocate a brief introduction inserted in the body of expertise and value proposition. For example:
the email. Your need for a CEO with deep experience in turnaround
In a BlueSteps webinar that featured a panel of three retained leadership that revives financial and operational performance to
executive search consultants (US and international) addressing achieve sustainable, profitable growth is my expertise.
the topic of “Top Strategies for Networking with Executive Search Or…if you have a connection:
Consultants,” the question about cover letters came up. John Marland, Vice President of Sales at Company X, suggested
They advised executives to write a brief introductory email that I reach out you to about your company’s need for a Chief
(resume or CV attached to the email) stating the facts: the Marketing Officer.
executive position you are seeking, your geographic preference, Make sure to provide specific examples of your contributions
the reason you are in the job market, if you are open to relocation, (a few) and strengths in the body of your letter. Match their needs
etc. Keep in mind that if you have a mutual contact that referred with your promise of value and pinpoint the ROI you will deliver.
you, it’s also helpful to include that information in the opening Bottom line: You wouldn’t want to lose out on an opportunity
line and even subject line. because you didn’t include a cover letter for the hiring authority
As an aside, I want to mention that I personally know executive or executive recruiter that considers letters an important part of
recruiters who want to receive a lengthier (one page only though) the job search process. n

Global Guide to Personal Branding for Executives - 22

 executive resume or cv
8
W
hile the executive bio is your “marketing brochure,” or your
exercise Eight opportunity to emphasize your personal brand, and the cover
Craft a compelling letter is the place to demonstrate your value proposition, the
executive CV or executive resume or CV can be thought of as your “product spec.”
resume. If you want to stand out in today’s competitive job market,
often a good resume is not good enough. So, what makes up the
components of the perfect executive resume or CV? Below are our
top recommendations for what makes a perfect executive resume:

IT GETS AN A+ FOR SPELLING AND GRAMMAR.

This is so much of a no-brainer that you might scoff that we even
mention it in a guide focused on executives, but unfortunately,
we feel it our duty. We see too many mistakes, even on executive
resumes, and you want to be absolutely sure this does not apply to
you. When perusing through your resume, if a potential employer or
search consultant finds spelling, grammar or punctuation mistakes,
BlueSteps including typos, your application will immediately be dismissed and
relegated to the confines of the trash can. While this may sound
Advisor
harsh, particularly for a single typographical error, the mistakes can
seriously damage your reputation and brand by leading the reader
to assume that if your resume has careless mistakes, your work will
likely follow suit.
A resume is used in a very specific way.
It operates in a highly competitive market, IT TELLS THE FULL STORY.
and the information presented is being There are many reasons why you might have a gap, or several
compared. A competitive, comparative gaps, on your resume. Maybe you went back to school to do a
environment. The reader is actively Master’s degree; perhaps you spent time caring for a loved one;
comparing you to other candidates. They
want the best candidate for the job.
The best candidate is the one who will
deliver the greatest success. Therefore, the
reader of your resume seeks to assess your
capability in terms of the impact you had on
an organization, not the actions you were
there to perform. This is why an outcomes-
based resume will always trump a
functional resume in the complex economic
climate in which we find ourselves today.

DAVE MORAN
Advisor,
BlueSteps Executive
Career Services

Global Guide to Personal Branding for Executives - 23

 or took a year out to do volunteer work for a worthy cause.
Taking time out of your career is a common occurrence among
professionals. If you have done this, it is important that the time
BlueSteps is positioned correctly on your resume. Having multiple, large
Advisor gaps on your work history with no explanation can be a red flag
to a search consultant or internal recruitment team, but there
is an easy solution. Simply include your additional degree under
“Education,” add a “Volunteer Work” section to your resume or
add any freelance projects or newly acquired skills you worked
A. Objective: on during that period. Make sure your resume tells the full story,
See your resume as someone who doesn’t know
instead of making the reader assume the worst.
you would see it for the first time.  The first
person who sees your resume typically spends
only 6-10 second scanning it.  So Keep It Simple
IT KEEPS THE FORMAT SIMPLE BUT EFFECTIVE.
It is a widely known fact that a recruiter or hiring manager has
and do this test. 
limited time to look over the volume of resumes they receive, so
it is important to make sure that the information in your resume
Procedure: 
is easy to find. This means executives should avoid fancy layouts
1. Print out a copy of the first page of your
and stick to traditional fonts and font sizes. No matter how
resume.
much experience you might have, the average resume in most
2. Turn it over to the blank backside.  
cases should not exceed two pages. White space should be used
3. When you’re ready, turn it over so you can see
effectively to draw the reader’s eye to important points.
the printed first page of your resume.  Imagine
When creating your resume, make sure it is prepared in a
you are seeing your resume for the first time. 
simple word format that is compatible with most computers,
4. Look at it for 6 to 10 seconds and then turn it
ensuring that tables, templates, charts, headers and footers are
back over to the blank backside.
not used, as these features often get scrambled.
5. Ask yourself, “What do you remember
It maintains clear and consistent personal branding. In today’s
seeing?”  
digital age, resumes are often transmitted and read via computers,
6. Is this what you want others to remember
so providing a link to your professional online profile can be a
about your resume?  Would they see what’s
great way of providing recruiters and potential employers with
most important, e.g. your title, company name
additional information that is different to that which can be
or accomplishments?  
found on your resume. Even if you do not include a link to your
7. If not, simplify your resume so you focus the
professional online profile, recruiters or hiring managers will
reader’s attention on what’s significant.  
Google you if you are being considered as a candidate. Including a
link can save the recruiter or hiring manager time, and also avoid
mistaken identity.
B. Formatting Tips: It is also advisable to maintain a consistent name and brand
The reader’s eye is drawn to bold, underline,
across all mediums: LinkedIn, Google+, Twitter, Facebook or any
larger fonts, and $, % and numbers.  Use $, %
other social networks you use for professional networking. If
and numbers rather than words to describe your
you use a middle initial, or shorted version of your name in your
accomplishments.
resume, make sure that you use the same name in your other
profiles.
C. Show don’t tell. IT HAS MEASURABLE ACHIEVEMENTS, NOT
Use bullets to list your accomplishments rather
than to describe your job.  
SIMPLY A LIST OF RESPONSIBILITIES.
It is important to make sure you include a selection of
measurable achievements and that they are presented in a
AMY PERRONE
readable fashion. If listed in a block of dense text, the reader
Advisor,
will be deterred. Instead, it is better to list your achievements
BlueSteps Executive
in two to five bullet points per position, with greater emphasis
Career Services

Global Guide to Personal Branding for Executives - 24

 on your most recent achievements. Using metrics can be a great
way to grab the search consultant’s attention and create a good
impression. Remember, references relating to your achievements
BlueSteps should not be listed or offered. This can be done at a later stage
Advisor of the application process.

IT IS KEYWORD OPTIMIZED.
To maximize the impact of your application for an executive
State your accomplishments clearly role, it is vital that you review and rework your resume for
re-written as Challenge, Action & each new opportunity. This includes incorporating any relevant
Results bullets, from a 360 degree keywords or industry specific buzzwords into the document
leadership perspective (both hard skills- (without overdoing it).
professional/technical & soft skills- Keywords play a significant role in applicant tracking systems
leadership/team-building, mentoring/ (ATS), and can get your application past the first elimination stage
talent development), quantify these to be viewed by human eyes. But regardless of whether your
skillsets for impact and ensure the best potential employer uses an ATS, keywords can help highlight your
of the accomplishments are reflected on skills and experience.
page one.
IT PROVIDES HELPFUL COMPANY
CHETAN PINTO DESCRIPTIONS.
Advisor, When writing your resume, it is wise to provide the reader
BlueSteps Executive with as much useful information as you can. Being the director
Career Services of a large, international organization is very different to being the
director of a small to mid-size company. Therefore, it is helpful to
make it explicitly clear on your resume. Adding this information
to your resume can be as simple as rewriting a line from your
company’s “About Us” section on their webpage. Providing a
company description can also be advantageous as it allows you
to let the recruiter know what industries you have worked in too.

IT USES AN EXECUTIVE SUMMARY INSTEAD OF

AN OBJECTIVE STATEMENT.
Many lackluster executive resumes start with a generic
objective about being “an executive looking for new opportunities
to leverage my skills,” which does not add anything of value
to your resume and takes up valuable real estate on the page.
Instead of this, executives are advised to start with an executive
summary, more similar to an elevator pitch, which explains who
you are and what you are looking for in a concise manner. It
should also highlight what you are most interested in and how
you would provide value and ROI to a potential employer.

IT DOES NOT USE PRONOUNS.

Resumes should never be written in third person, even if your
resume is written by someone else, but equally, your resume
should also avoid using pronouns. The use of “I” and other
pronouns not only looks out of place, but also takes up space that
could be used more effectively on the page.
n

Global Guide to Personal Branding for Executives - 25

Your Resume and Your Personal Brand:
Six Ways to Make Your Resume an Effective Tool to Market You
by Kathy Simmons, Executive Director, BlueSteps Executive Career Services

A
s an executive career consultant of 25 years, I am often different. You want to be conscious of the way things are
asked: “Is this a good resume?” However, it is impossible measured in your respective field and even the type of
to answer this frequently asked question without language that is used to describe those measurements. If you
understanding the individual’s career context. An executive are looking to make a change, a career consultant can be a
resume can be considered “good” for a variety of reasons. great resource because they know how to write for hiring
What really matters is if it is an effective resume, which is managers and search consultants based upon industry and
much harder to achieve. function.
Whenever I do a resume consultation, I always
start by asking, “What is your goal?” The 4. FOCUS ON ACCOMPLISHMENTS, NOT
answer to that question is what guides how RESPONSIBILITIES...AND KNOW THE
the resume is written. Your resume needs to DIFFERENCE.
be aspirational as much as it is historical to My only hard and fast rule when it
achieve its purpose. comes to writing an executive resume
It needs to be thought of as the strategic is to focus on accomplishments and not
document that helps get you where you want responsibilities. Responsibilities describe the
to go. Writing an executive resume with that in job; accomplishments describe you. At a senior
mind is what ultimately separates a good resume level, recruiters and search committees are
from an effective one. As you start updating your focused on the impact each prospective candidate
own, here is my advice on what to keep in mind to write an had in their previous positions, so it is important that comes
effective strategic resume: through clearly on your resume.

1. IT’S AN EVOLVING DOCUMENT. 5. DON’T BE AFRAID TO BRAG.

Your resume and what accomplishments are listed on it From a young age, we are told not to put ourselves forward
should change as your goals and experience do. The best way so as not to sound arrogant or conceited. Most experienced
to keep track of your accomplishments effectively is to keep executives I know can market anything, but when it comes
an updated, ongoing list of things that you’ve done and for to selling themselves, they become uncomfortable. Talking
which you have received recognition on a day-to-day basis. about ourselves goes against a lot of our conditioning. On
Then when it gets to the point where you need to update your your resume, you need to embrace it! Talking about yourself
resume, you have a list of strong content to draw on. on your resume is the only way to show what makes you the
best candidate for the job and all you can bring to a company.
2. YOUR EXPERIENCE DOESN’T CHANGE, JUST WHAT
YOU EMPHASIZE. 6. UNDERSTAND THE TRUE VALUE YOU PROVIDE.
When listing accomplishments on your resume, you People often struggle with understanding the special value
should think of everything in the lens of, “Does this support add they can provide to a company simply because they are
my strategy?” If it does not, then it should be replaced too close to recognize it. The things we do well we often take
with information relevant to your career goals. On an for granted because they come so naturally to us. Before you
executive resume, you usually only have space to list a few write your resume, it is helpful to take a moment to reflect on
accomplishments for each role you’ve held, so why would what you do successfully and how you do it to understand your
want to list something that doesn’t help you? Embrace your unique selling point with the way you approach challenges
strategy and only highlight things that get to where you want and problems.
to go! Your resume is an important piece in your career toolbox.
It is a marketing tool, and with it, you are positioning yourself
3. UNDERSTAND YOUR AUDIENCE AND WHAT MATTERS for the future. A strategic executive resume which reflects
TO THEM. where you want to go not simply where you have been can
Different metrics are important in different roles and position you for the right opportunities and make you stand
industries. In marketing, you have certain key performance out as a candidate.
metrics that are important, but in finance, those are very n

Global Guide to Personal Branding for Executives - 26

 networking for
executivEs
9
N
ow that you have perfected your career documents and have
woven your personal brand throughout, it is time to take your
newly invigorated personal brand public. Networking is an
opportunity for your personal brand to shine.
In-person networking events, however, can cause apprehension
for even the most experienced executives. But, attending such
events can have a huge impact on your career trajectory, so it is vital
that executives should make time for networking in their schedules.
Even if you are not actively seeking a new role, it is important to
start building your network as soon as possible. The key to efficient
networking has always been to build a network before you need
one. It is vital to remember that networking should always be a
mutually beneficial practice and you should try to have something
to offer those with whom you are seeking to connect.
While online networking has dramatically increased in relevance
with the rise of social networks and can help with making
connections quickly, in-person networking helps to develop deeper
relationships. Therefore, it is advisable to integrate both into your
career management strategy.
To assist you in your goal to become a master networker, here is
a step-by-step guide to navigating an in-person event, courtesy of
BlueSteps:

1. Pre-Event Preparation.
Before you attend the event, it is wise to set reasonable
expectations and make a plan for with whom you are aiming to
connect. Having a plan with purpose will help you to achieve your
networking target. To prepare in advance, you might choose to
contact the event organizer and request a list of fellow attendees
for a more targeted approach. Searching the event on social media
can be a useful way to see if others have mentioned the event and
are planning on attending too.
Another way to prepare pre-event is by reading up on industry
research and related news articles. This will help you to speak
intelligently about trends and issues that could be of interest to
those with whom you are networking. By having informed yourself
based on your reading, you will be seen as someone who is worth
connecting with.
Make sure you plan an outfit that is appropriate for the event.
It is always better to dress more formally and conservatively, than

Global Guide to Personal Branding for Executives - 27

to underdress. Never underestimate the power of a good first of them as you go along. Collect business cards and jot down
impression. relevant notes immediately after networking to help you frame
Finally, prepare a list of questions that you want to ask and what you might write to them in a subsequent follow-up email.
practice them. You may also find it helpful to prepare a short
summary of who you are and what you do, an elevator pitch, so 4. When You Get Home.
that you can showcase your skills and experience in a succinct Using the business cards that you will have collected during
way. the event, and the key information that you have recorded about
each person, you will be able construct personalized emails for
2. When You Arrive. each contact. In your emails, you should introduce yourself,
Be one of the first people to arrive at the event. This will remind them of where you met, and perhaps give them some
allow you to meet people at a information that would be
slower pace without having to of benefit to them, including
infiltrate existing groups and links to articles you may have
have to work your way into mentioned, webinars, or
conversations. names of people who could
You should locate and help them.
introduce yourself to the host It is advisable to email
of the event. As the event your new contacts within 24
organizer, they will usually hours after meeting them and
have a full list of attendees possibly end with a comment
and will be more than happy about catching up again in a
to make suggestions of who few months if appropriate.
you should connect with. You might also wish to make a
They can make introductions for you too to make the task of note in your calendar to remind you to follow up with them in
networking even easier. However, while at the event, do not feel three or four months.
pressured to work the room. Your goal is to make several quality
connections, not quantity. 5. Post-Event Activities.
Aside from following up with new connections via email, you
3. Tips for Event Networking. should consider using social media to your advantage. You can
Get to know the other person first. As a general rule, people search for your new contacts using LinkedIn. When you send them
love to talk about themselves and their business. By asking an invitation to connect via LinkedIn, be sure to personalize the pre-
questions about them, you not only prove yourself to be a good set message. If your new connection is in from the same industry as
listener, but you can also better determine if they would be a you, you should also check out the LinkedIn groups that they belong
good connection for you. to, as these groups might also be advantageous to you too.
Once you have asked them questions about what they do and
what challenges they are currently facing, you can give them a 6. content marketing
reason to connect with you. As mentioned earlier, networking Utilizing content and social media is a great way to grow your
is all about mutually beneficial relationships, so be prepared to network. You can increase your visibility further by volunteering
offer your network and support to others to help them. People to speak at professional events, publishing articles online,
remember those who helped them and they will be more likely blogging, and commenting in LinkedIn discussions. You can also
to offer their help to you in return. send a contact a follow-up message with an article relevant to a
As you make new contacts, it is important to keep track discussion you had to engage with them further. n

Global Guide to Personal Branding for Executives - 28

The Do’s and Don’ts of Networking with Executive Search Consultants

B
uilding and maintaining relationships with executive search events that your target search consultants are attending in your
consultants should be a vital component of your career location, you could join that audience and gain the opportunity to
strategy, regardless of whether you are in an active job search get an in-person introduction.
or just proactively managing your career next steps.
For executives who are new to executive search, it can be MAKE THE RELATIONSHIP MUTUALLY BENEFICIAL
difficult to know where to start, but there are several essential do’s If you are contacted by a search consultant for a specific role,
and don’ts that can help you on your way. but do not feel as though that role is suited to your professional
needs, it can be advantageous to suggest others in your network
for the role. This will further endorse you as a useful and well-
The Do List connected source, which will work in your favor in the future.
BE PREPARED
Before networking with executive search
consultants you should assess all your career The Don’t List
marketing documents and online presence, DON’T SEND MASS EMAILS
including your resume or CV, LinkedIn profile, Many executives mistakenly think that
executive bio and cover letter. It is important to volume over targeted outreach will work in
make sure that these documents are in order their favor when networking with executive
because, should you be of interest for a search search consultants. It doesn’t. Sending mass
they are actively working on, you will need emails is strongly discouraged and executive
to provide this information immediately. You search consultants will spot a mass email
should also take time to understand exactly immediately, dramatically reducing your
what you are looking for and how to articulate chance of receiving a response. Make sure
these career goals to others. you create a targeted list of consultants to
contact, and then explain why you would be
BE SELECTIVE interested specifically in working with them
When developing your networking strategy, as an individual within your initial email.
it’s best to create a targeted list of carefully-
chosen consultants who are specialists in your DON’T ASK SEARCH CONSULTANTS TO
industry, function and region. Once you have FIND YOU A ROLE
identified consultants in these areas - this It’s important to understand and
should total around four to six consultants - acknowledge that executive search
you can then begin your outreach. consultants work for the employer, not the
executive. Their client will always be their primary focus; and
MAKE A STRONG FIRST IMPRESSION while they might keep you in mind should further opportunities
When sending your initial correspondence to your target arise, they will not be able to actively search for roles on your
consultant, make sure you keep your introduction concise and behalf.
straight to the point. You should aim to introduce yourself with a
short paragraph explaining your interest in connecting and then DON’T ASK SEARCH CONSULTANTS FOR GENERAL CAREER
four to five bullet points on what you are looking for, and any ASSISTANCE AND ADVICE
professional achievements that would be of interest to them. As mentioned above, executive search consultants work for
their client, the employer, so it is not part of their role to review
USE YOUR EXISTING NETWORK your resume, give general interview tips (unless they are putting
Like with any form of networking, being introduced by a mutual you forward for a role), or to provide career advice. This should
connection can have its advantages. If you know of someone who all be finalized prior to connecting with the search consultants.
could personally refer you to a search consultant, it might be in Don’t only seek to build relationships when you need them:
your interest to do so. Your existing connection could also provide Creating relationships with search professionals should be done
you with further advice on how to connect with search consultants at the earliest opportunity in your executive career. It’s much
in general. easier to engage with existing connections when you need them,
than to start with a blank page if you have been unexpectedly
NETWORK IN-PERSON laid off or have had to resign.
Many executive search consultants participate in industry events n
and seminars both as speakers and attendees. By researching

Global Guide to Personal Branding for Executives - 29

 10
becoming an
executive thought
leader

A
thought leader is an individual who is recognized as
authoritative and an influencer. Thought leaders are recognized
by others as such because of the value they bring to a subject
or industry. One cannot just become a thought leader overnight.
You must prove your credibility to others through your knowledge
on a subject because of your specific education, experience, or
background. The best thought leadership is fueled by passion and
most thought leaders are considered experts in their fields.
When preparing yourself to be viewed as a thought leader, focus
on what you are passionate about. Focusing on your passions will
ensure you have enough material to fuel your brand. Thought
leadership includes intentional writing and speaking opportunities
where you can bring experience and credibility to a topic.
Thought leaders are recognized often as those who could,
because of their knowledge, credibility and influence: speak on
panels at conferences and events, serve on advisory boards, land
new leadership positions, or serve on a board of directors. The
best thought leaders embrace humility. They know their area of
expertise backwards and forwards, but also defer to others when
something is not in their wheelhouse. They know what they are
expert at and what they are not.
So, you want to be a thought leader? The first step to becoming
a thought leader is to be great at what you do. But it doesn’t stop
there. Thought leaders are lifelong students, constantly learning,
improving and more importantly, sharing their insights for the
benefit of others.

NETWORKING
When first deliberately preparing oneself to become a thought
leader, networking can help you establish connections, that can
lead to relationships, that can lead to opportunities. Networking
also affords others the opportunity to learn about you, what you do,
and your areas of expertise. Networking can help you get in front of
people who should know about you, those who you can offer value.
Participate in industry events with sessions on subjects that you
want to be known for. Identify networking opportunities with your

Global Guide to Personal Branding for Executives - 30

industry or professional associations and alumni clubs. You can also
build networks online, on LinkedIn and other platforms—more on
that below.

PUBLISHING, BLOGGING AND SOCIAL MEDIA

If you are a good writer and can commit to quality, blog-length
articles on a semi-regular basis, then publish to your own blog or
contribute to others. Quality is more important than quantity, but
blogging does require some frequency in order to establish your
voice. The good news is that if you do blog, there are more ways than
ever to share your articles. LinkedIn’s publishing platform is a great
way to share articles with your network and connect with potential
new contacts. Publishing to LinkedIn’s Publishing Platform also
lends credibility from your network if your connections comment
on your articles. LinkedIn articles are also highly shareable and can
help amplify your audience. Publishers like Forbes and Business
Insider also present opportunities for those who can demonstrate
a point of view and industry expertise. You’ll need to prove yourself
for opportunities to contribute to these networks, but the return
can be significant in building your personal brand and amplifying
your reach.
If you simply cannot commit to the frequency or length of
publishing articles (typically 1000-1500 words, with the occasional
2500 word article as a best practice), leverage social media
platforms like Twitter, or depending on your industry, Facebook.
Approach these platforms in the same way as you would a blog,
though. Commit to frequent updates and be deliberate. Focus on
quality engagement and stick to what you know. You can still also
leverage LinkedIn by commenting on the posts or articles of others
or by joining LinkedIn group discussions. The key here is to reinforce
your area of expertise while offering value to others.

INDUSTRY AWARDS
Awards and nominations can give serious weight to your name
and define you as a more credible thought leader, but it can be
difficult for executives to enter the nomination process passively.
To achieve success in this arena, many executives nominate
themselves, or ask a colleague to do so on their behalf. Stay ahead
by researching key awards in your industry, be mindful of crucial
deadlines and requirements, and don’t be afraid to nominate
yourself.

SPEAKING OPPORTUNITIES
Whether online or in-person, public speaking events are a
valuable way to catapult yourself into the realm of thought
leadership. With so many executives shying away from public
speaking due to its daunting nature, agreeing to speak at such
events can make you stand out in your industry, particularly if you
do so repeatedly. When public speaking, remember to take pictures
and recordings of the event to share your success and create new
content for your social media platforms to maximize your efforts. n

Global Guide to Personal Branding for Executives - 31

how bluesteps can help
11
A
s part of the global Association of Executive Search and
Leadership Consultants (AESC)’s commitment to Candidate
Care, AESC created BlueSteps, a trusted career service for
global executives. Our BlueSteps platform helps busy executives
manage their careers, track their goals and stay visible to the right
recruiters for life-long success.
Starting at Director-level through C-suite, BlueSteps Members
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BlueSteps Members can take advantage of proactive tools and
services to help progress their career from one stage to the next.
These include:

• Create a confidential career profile exclusively searched

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• Use the BlueSteps MyGoals feature to help you stay on track

with simple, effective prompts to meet your goal

• Participate in executive career webinars and live Q&As for

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• Listen to the Ask an Expert podcast series and receive

targeted answers to your top career management questions

A BlueSteps membership provides you with a complimentary

career consultation with an expert career advisor. Our advisors
can help you identify what areas you can strengthen to build
your personal brand and position yourself for the best executive
opportunities.

Global Guide to Personal Branding for Executives - 32

 About BlueSteps
BlueSteps.com is a global career management service for senior
executives. As an exclusive service of the Association of Executive
Search and Leadership Consultants (AESC), BlueSteps enables senior
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the more than 9,000 AESC member executive search professionals who
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search assignments. For more information, visit www.bluesteps.com.

About Association of Executive Search

and Leadership Consultants (AESC)
AESC is the voice of excellence for the executive search and leadership
consulting profession worldwide. Its rigorous Code of Professional
Practice guides our members in nearly 1,300 offices in 74 countries
and beyond to serve as strategic advisors on behalf of their clients. In
turn, AESC members are best positioned to provide companies with
a competitive advantage—the ability to find, attract and develop the
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integrated.

By virtue of selecting an AESC member, clients can be secure in their

choice of consulting firm, and can reap the benefits that only a trusted
advisor can deliver. To learn more about AESC and to view a list of AESC
members, visit www.aesc.org.

To learn more about AESC’s career service for executive-level candidates,

visit www.bluesteps.com.

Global Guide to Personal Branding for Executives - 33

The BlueSteps Personal Branding
Guide for Executives Checklist
 Are You Ready to Take the
Next Step in Your Executive Career?
Get Started With BlueSteps
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BlueSteps Can Help You

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