3 Strategies to Rebrand Your Career in a Recession

During these uncertain times, you may have already started to take inventory of your career goals and wondering what your next move might be. You’re not the only one! When a recession hits, people tend to scramble to accomplish the things they intended to do back when the workforce was more comfortable. While some companies have paused their recruitment efforts, virtual interviews are still happening. Like the rest of us, companies want to be prepared when the world reopens.

You are a brand just like Nike, Target, or Louis Vuitton. A brand is simply how we’re perceived by others; it’s your reputation. That doesn’t mean lying or pretending you’re someone you’re not, it just means marketing yourself well and sharing what makes you unique. For example, if your cat is ill, and there are two veterinarians nearby, would you rather take them to the small animal vet or the feline specialist?

Those two vets may have the same skills, but the perception is that the specialist is likely to have additional expertise, meaning they can demand a higher fee. You can also rebrand your career to get the job you want.

With all this in mind, how do you actually go about rebranding your career? Here are three points you must consider if you’re going to rebrand yourself successfully.

1 | Take Inventory of Where Your Brand is Now + Trim the Fat

Google yourself and look at what is out there about you. Are you known for your expertise? Are you known only in association with a certain company? Have you published work on a certain topic? Are you known at all? The more that’s out there, the more work you’ll have to do to reinvent yourself, but you’ll also have more to work with.

On average, it takes Google 30 days to update content, so it’s important to control the narrative about you. And do your research. Understand what is trending in your target industry so you know what works and what doesn’t. You may need to completely delete your social media accounts and start over, and that’s okay. You don’t need to be on every platform and in all places all the time. Choose one or two to focus on.

Remove outdated information, sites, pictures, etc., then begin to edit what’s remaining with fresh eyes. My advice is to start with rebranding your LinkedIn profile and/or website and work your way down the list of social media platforms.

If you don’t have a website, seriously consider putting one together, including a professional photo, executive bio, résumé, and contact page to start. If you would like to add a blog where you can share your industry knowledge, go for it. The posts can be repurposed for LinkedIn and other platforms, in addition to being shared with your industry network. Remember, you are who Google says you are!

2 | Build Your Brand Around Your Transferrable Skills, Not a Job Title

After taking inventory of what’s out there, eliminate what doesn’t serve your new branding goals and story. What transferrable skills do you have? You are more than your job title. The way you do things is important. Your methodology, your ability to build and nurture talent, your creativity—all of those things make brand YOU work, not your job title.

Review these two LinkedIn profile headers as an example:

**Jane Doe, Director of Operations at Tea and I ®

**Jane Doe, Operations & Logistics Expert Implementing Business Solutions and IT Strategies That Drive Bottom-Line Growth.

See the difference? Jane is not just the director of operations, she has abilities that transcend industry and job title.

3 | Spread the Word

If you’re taking the time to rebrand yourself, don’t keep it a secret. In addition to letting your network know of your rebranding efforts, consider getting into the habit of releasing press releases showcasing your industry accomplishments. Why? First, it’s another piece of searchable content online about you. Second, it gives you the boost you need to see yourself as the expert you are. So, if you’ve been guest blogging on various platforms, started an industry group or website, written a book, etc., it’s worth talking about.

Consider pitching yourself to websites, podcasts, and media outlets that write about your industry. Or create a platform that can be an industry hub. You can begin by writing for the platform, interviewing industry professionals you admire (everyone loves free publicity), and carving your own path. The possibilities are endless.

Bonus Tip

Use Your Cover Letter to Explain Your Brand Evolution

In your cover letter, tell the story of your career pivot and describe how you became the expert you are. If you don’t have much industry experience in your target position, highlight your transferable skills and strongest accomplishments. Don’t shy away from mentioning your transition and what you’ve done to ensure your success in this career change.  

Finally, go all in! Start putting yourself out there and see how people respond. It’s easy to feel like a failure if you don’t hit it out of the park the first time, but remember to edit frequently and update it as you grow.

We live in a world where we can have multiple careers throughout our lifetime, and we generally work for longer, so don’t get hung up thinking that this has to be it. If you find something that lights your soul on fire, great but doesn’t put too much pressure on yourself. Stay flexible, and keep molding your brand until it says everything about you that you want it to.

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