You may have heard that in order to be successful in your career, you must "brand yourself." While "branding" (defined as "to leave an indelible mark or impression on someone or something") is a valuable strategy, you may feel more at ease simply positioning yourself to be successful in your job search and career.

Many job seekers are unaware that they have already positioned themselves—they have simply not articulated it. Perhaps you're known as "the sales manager who meets quota regardless of the economy," or "the engineer who speaks in a language the customer understands." That is your position.

You must understand and be able to communicate what makes you exceptional and compelling in order to cultivate the positioning that will help you achieve your career goals.

In a crowded job market, you must find a way to stand out. You will not be known for anything if you are not known for something. There is no such thing as a one-size-fits-all solution.

Finding a job is similar to dating in that it involves matching two people (you and the company). It's not just about money, though that is essential. It's also about assisting the company in meeting a need.

Companies hire based on their requirements. This is true for all positions, from entry-level administrative to CEO.

Recognize the emotional motivation for the job opening. What issue is the company attempting to address? Solving the problem may involve saving time or developing customer relationships. Put yourself in a position to solve a problem.

"Why should you hire me?" is the question you want to answer for the employer. When hiring, employers want to know: "Why should I hire you instead of someone else?" The importance of positioning in answering this question cannot be overstated. You can't be everything to everyone, so figure out what makes you unique.

You have a distinct personal positioning. Determine what distinguishes you. Maintaining consistency in your messaging will benefit you throughout the job search and interview process.

You must state, "I am this." Someone reading your resume or LinkedIn profile should be able to identify you.

The most difficult aspect of positioning is sounding unique. Be specific about what sets you apart.

Your job title is not your positioning. Furthermore, if the words you use to position yourself could be applied to almost anyone with the same job title, your positioning requires improvement.

In order to be seriously considered as a candidate, a job seeker must stand out from the crowd of applicants. Personal positioning enables you to communicate a clear message about who you are, your experience, and how you can benefit the employer.

Make sure your personal positioning aligns with the wants, needs, and/or values of your target company. Employers hire for their own reasons, not yours!

You must quickly capture the reader's attention. Make the most of your positioning because it is frequently the first impression an employer has of you. (When it comes to first impressions, keep in mind that how you dress is also part of your personal positioning.)

• Positioning Advantages

The ability to communicate your response to the question "Why you?" is essential in the job search. It can help you stand out from the crowd of job applicants. It has the potential to make you memorable. "Oh, I remember (him/her)!" you want the interviewer to say.

Throughout your job search, you will also use your positioning in a variety of ways. Your LinkedIn headline can also function as your personal position tagline. Your tagline can also be used on your resume and as your Twitter handle's tagline. It can also serve as the subject line of an email sent to a potential employer, hiring manager, or recruiter.

Your complete positioning statement can be included in your LinkedIn summary section, incorporated into the qualifications statement or summary on your resume, or included in your cover letter. Your positioning statement can be the answer to the question, "What do you do?" when networking. When asked, "Tell me about yourself," you can use your personal position in an interview.

Knowing and being able to articulate your skills and professional qualifications will also help you navigate applicant tracking systems (ATS).

Effectively position yourself to attract connections, opportunities, and job offers.

• How to Create a Positioning

To determine how to position yourself, consider the following key issues:

What is the company's requirement? What specific issue are they attempting to address with this job? Is it their intention to make money? Spend less money? Want to save time? Keeping current customers? Obtain new customers? What are your main strengths? What unique skills do you have that set you apart from other candidates for this position? What are your core beliefs? What is your ingrained belief system (behavior and ethics)? Does this distinguish you?

What is your connection to the needs of the company? Do you have something unique that can help your target employer solve a problem? Be aware of the types of work you are willing to do and those you do not want to do. Make a list of what you enjoy doing and what you dislike doing.

Examine your work history for hints about your position. What did you do in your previous jobs to improve things? Look for examples of your leadership and accomplishments.

Examine your current online presence. What results do you get when you google yourself? What is your online presence? What are you well-known for on the internet?

Determine what characteristics, attributes, and skills are required for success in that job. Do you have them? How will you prove this?

You should ask yourself the following questions:

Why am I interested in this position?

What can I provide?

What information do I want my next employer to have about me?

I'm the type of person who...

When people need help, they come to me.

What are my most notable professional accomplishments?

What am I capable of that others with the same job title are not? What distinguishes me from other employees with the same job title?

What aspect of my job motivates me to get out of bed in the morning?

How have I made my workplace a better place to work?

What is my favorite aspect of my job?

What makes me so good at what I do?

Am I willing to go above and beyond the scope of my job? What examples can I provide?

What role do I play in assisting my coworkers and/or customers in achieving the desired results?

What types of customers do I enjoy working with the most?

What education and experience do I have that allows me to specialize in this field?

What life experiences have I had that others would find useful?

Is there anything I excel at that others do not? How am I more productive and innovative than other job candidates?

Is there a specific outcome I can expect from this job? How does my work help an employer's bottom line?

• Additional resources to help you figure out what makes you unique:

Performance appraisals Customer gratitude letters Examine your emails to see what wonderful things people have said about you and your work. LinkedIn endorsements colleagues' and supervisors' letters of recommendation Request feedback from people you know (as well as people you work with). What do others think of you? Investigate Your Profession to Determine Your Positioning Researching your desired job can also assist you in determining your distinct positioning. While looking at job postings can be beneficial, you should also consider conducting more in-depth research.

Every occupation necessitates specialized knowledge, skills, and abilities. The site describes these occupational characteristics. The occupational descriptions, which include descriptions of day-to-day work as well as the typical worker's qualifications and interests, enable job seekers to identify unique positioning opportunities for themselves in their job search.

• Developing Your Positioning

The first step is to conduct a brainstorming session. Based on the exercises above and your research, create a list of potential attributes, values, and differentiators. Brainstorm first, then judge and evaluate.

Then you get to choose your personal positioning. Examine the words and phrases you've identified to see what stands out. You can be many things, but choose one to focus on. It may be useful to ask yourself, "If I were to create my ideal career, I would ."

• Consider the following five factors when creating your positioning statement:

Who is your ideal employer? (industry, company size, public/private/nonprofit)

What problem or issue are they looking to hire someone to solve?

What outcomes can the employer expect from hiring you? To put it another way, what solution do you offer?

What evidence do you have that you can produce results?

What distinguishes you from the other candidates? What distinguishes you or makes you memorable?

Your personal positioning tagline should be one sentence, ideally five to ten words long. It should be simple to understand and remember.

You can use the following formula to create your tagline:

• Differentiator in Job Title

This can be said without using pronouns. As an example:

Big Four Accountant with Fortune 500 Operations Experience

Security Officer with Terrorist Awareness Training and the Ability to Spot Hidden Patterns

Hazmat Manager with a Mechanical Engineering degree from the University of Virginia

Your full positioning statement is that tagline, but it is supported by qualifications, accomplishments, and/or evidence. The entire statement could be a single sentence or three to five sentences long. Provide supporting evidence to back up your accomplishment claims.

Both should be clear and concise, and written in the present tense. They should highlight your expertise and distinguishing qualities. You can "name drop" by including well-known companies, schools, and credentials in your positioning.

• Here's an example formula for your personal positioning statement:

Job Title / Who You Are / What You Do Industry/Field Achievements/Results

This is written as:

I am a (job title/profession) in the (industry/field) who (works with target audience OR does X/Y/Z) (highlight accomplishments or results).

As an example:

I am a public relations specialist who works with the cycling community to provide media relations and race promotion services in order to increase race participation, media attention, and sponsor support.

Include the following:

A target audience — Who are your clients or customers?

Employer/industry — Where would you like to work? Who would you like to work for? You can even include the name of your desired employer.

A point of distinction — What distinguishes you? What is your most compelling reason for selecting you as a candidate?

(This can be included in the personal positioning statement's "Achievements/Results" section.)

However, avoid cramming too much information into the statement. If you have more than one conjunction per sentence or more than two punctuation marks, the positioning statement is "overstuffed" (commas or semicolons).

Also, don't get big words mixed up with effective positioning. Choose your words wisely. Incorporate keywords whenever possible—nouns or phrases that can be found through online searches and are commonly used in applicant tracking systems.

• Positioning Dos and Don'ts

You should do the following:

-Make certain that your positioning reflects your personality.

-Include keywords in your personal positioning (nouns, industry-specific terminology, and skills).

-Be true to yourself. Ascertain that your personal positioning reflects your personal values, qualifications, and characteristics.

Here are a few things you should avoid:

-Don't ramble on. Don't tell the entire story of your life. Get right to the point.

-Don't be too broad. One of the most common mistakes with your personal position is failing to be specific enough. Your personal positioning will be more effective if you are more specific.

-Don't be monotonous. You must capture the reader's attention! Make it interesting.

• Positioning Can Make Finding Work Easier

Recruiters and hiring managers require assistance in determining the type of position you are interested in. When you don't know what kind of job you want, it's more difficult to find one. Conversely, knowing what kind of job you want makes it easier to find one.

There are fewer opportunities in the hiring process for average performers, but there are numerous opportunities for stars. Positioning enables you to identify areas where you can excel and then make the case (via your work and career communication documents) to support this claim.

The following step is to match your job search to your positioning. Make certain that your resume and interview preparation support and strengthen your case.

• Create Your Personal Positioning Before You Begin Looking for Work]

When looking for a new job, many people develop their personal positioning. Personal positioning, on the other hand, can help you be more effective—and visible—in your current job.

Get recognition for the work you're already doing at your current job:

Offer to give a presentation about your (or your group's) quarterly accomplishments.

Inquire with your company's communications department about writing an article for the company newsletter about a recent project.

Maintain a "accomplishments journal" that documents your current career successes.

Create your own communication strategy for your current position. Make yourself more visible by speaking, writing, and participating in social media. Once you've determined

Once you've identified your personal positioning, consider how you can apply it in your daily work life. This raises your value to your current employer (remember, superstars stand out!) and make you more appealing as a job candidate when the time comes to look for a new job.

If you are preparing your LinkedIn profile for a job search, I highly recommend reading How to Write a Strong LinkedIn Headline and About Section. In this report, I'll walk you through the process of creating a LinkedIn profile that will lead to job opportunities, contacts from prospective employers and recruiters, and increased online visibility. All of these will aid in your job search and career advancement.